Bucharest, June 10, 2025: For years, perceptions of the southern part of the capital have been shaped by a series of myths and generalizations that no longer reflect the current reality. A recent study by Reveal Marketing Research, on a representative sample of over 1,000 respondents from Bucharest-Ilfov, shows a clear shift in perspective. The south is no longer a peripheral, overlooked zone, but a rapidly expanding urban development hub. Major investments in infrastructure, modern residential projects, and expanded services are transforming this area into a viable choice for residents and a strategic opportunity for investors.

 • The main advantages associated with living in the south of the Capital are more affordable prices (60%), quick access to get out of the city (32%) and modern residential developments (29%).

• The top perceived barriers to living in the south of the Capital are reduced accessibility to public transport (41%), lack of modern infrastructure (36%) and the negative image associated with the area (26%).

• The factors that influence the decision to buy an apartment in a modern residential complex in the south of the Capital are the quality of construction (60%), competitive price (55%), access to public transport (47%), modern facilities (25%) and urban developments in the area (10%).

• The most important facilities for a modern lifestyle in a residential complex are parking (38%), safety and security of the complex (36%) and the existence of kindergartens or schools in proximity (31%).

• For 1 in 10 respondents, facilities such as a swimming pool (9%) or a wellness center (6%) are essential.

This research was carried out in April 2025 with the goal of understanding how well the general perception of living in South Bucharest matches the actual conditions on the ground. In particular, it examined whether the developers building in the area—who claim to provide communities with a modern lifestyle—are truly meeting those expectations.

A New Urban Paradigm Dismantles Myths About Living in South Bucharest

The study results indicate that 55% of respondents would consider buying a home in the south if the price and amenities are competitive. This openness is more pronounced among young people and those under 44, indicating a generational shift in perception. The presence of green spaces, ample parking, and numerous nearby amenities are the main reasons these respondents are open to purchasing an apartment in South Bucharest.

The growing interest in properties in the south is primarily due to major infrastructure projects that are fundamentally reshaping the area. Key projects include the extension of the metro network via the new M4 line (a €2.5 billion investment) and the construction of the new Bucharest South Airport (estimated at over €2 billion). Additionally, the new segment of Metro Line M2 opened in 2023 has reconfigured the area’s accessibility. These strategic projects, combined with the modernization of the road network, are turning the south of the capital into a regional transport hub.

Quality of Life – A Priority for Homebuyers

Comfort in living starts with a solid foundation and durable construction, a point backed by the data: 60% of respondents consider build quality the most important factor when purchasing a home. This is followed by a competitive price (55%) and access to public transportation (47%). Young adults under 35 and seniors over 55 are the most attentive to construction quality and price.

For 6 in 10 respondents, more affordable prices are the main advantage of living in South Bucharest — a perception more pronounced among men and people over 45. Other benefits mentioned include quick access out of the city (32%), the presence of modern residential developments (29%), and proximity to green spaces (28%).

The study also reveals that 59% of respondents consider integrated amenities an essential factor in choosing a home. According to respondents, the top three must-have amenities for a modern lifestyle in a residential complex are parking (38%), the safety and security of the complex (36%), and having kindergartens and schools nearby (31%).

"The study conducted by Reveal Marketing Research highlights a clear paradigm shift in the perception of living in the south of the capital. The data shows that the south is no longer viewed as a peripheral area, but as a viable and attractive alternative, supported by strategic investments, modern facilities and a convincing quality-price ratio. This transformation is fueled by the real needs of the new generation of buyers, but also by the vision of developers who invest in sustainable communities," said Marius Luican, General Manager of Reveal Marketing Research.

The southern area is meeting this demand through modern residential developments that redefine the standard of housing. A relevant example is 81 Residence, a project located just a 5-minute walk from the Berceni Metro station footbridge (Line M2). With two swimming pools, a large park, commercial spaces, playgrounds, a fitness center, restaurants, as well as a school and kindergarten in proximity, the complex was designed to directly address the requirements highlighted by respondents. The fact that 71% of respondents in the study have children underlines the importance of these amenities for families. Nearby kindergartens and schools, combined with recreational spaces, create an ideal environment for children’s development.

Investment Opportunities

The real estate market in the south is attracting investors thanks to its exceptional value for money. Affordable prices — around 30% lower than in other parts of the capital — combined with the potential for appreciation driven by new infrastructure projects make the south a strategic choice. Indeed, 54% of respondents recognize the potential for real estate investment in the southern area, a figure that rises to 65% among those under 35. Developer Ananda has identified this trend, launching projects that meet market demands and, above all, match buyers’ purchasing power. Phase one of the Ananda Residence project is already completed and occupied, and phase two was recently launched with prices starting from €48,721 + VAT, reflecting an extremely competitive value-for-money proposition.

Additionally, about 9 in 10 people surveyed say that value for money is important when choosing a home. This view is especially common among those aged 45–55 (98%), whereas, on the opposite end, it’s 75% for respondents under 35.

Young People and Investors See South Bucharest as a Viable Choice

One notable finding is that 43% of young people under 35 — and even 65% of those aged 35–44 — are extremely interested in the southern region, viewing it as having potential and as a viable option for a personal home purchase or an investment. Men are particularly receptive to the opportunities the area offers. As a result, the South Bucharest–Ilfov region is becoming attractive both for living and for generating passive income through rentals or property appreciation. In an economic context where caution in investments is vital, an apartment purchased in the south of the capital offers an excellent value for money as well as prospects for sustained growth.

However, 32% of respondents still believe that a lower price automatically means compromises in quality or comfort, while 24% reject this notion.

“The explanation for why apartment prices in the South Bucharest–Ilfov region are lower comes down to the affordable cost of land — specifically in Popești-Leordeni, an area just minutes away from Sector 4. It’s also because Ananda Group is developing multiple projects in parallel, which allows us to get better prices for construction materials. Moreover, we do not include the cost of amenities in the final price of the apartment. We take on that investment ourselves because it’s an investment in the brands we create, and we want to offer quality to our communities,” said Cătălin George Aniculaesei, Chief Revenue Officer of the Ananda group of companies.

Developers Setting the Tone for Transformation

A prime example of the new generation of developers who build not just homes but a full mix of facilities for the communities they create is Ananda Group. Under the motto “Power of Unity,” this developer focuses on well-being, wellness, and inner balance within its residential concepts to achieve a high level of living comfort.

81 Residence is a residential complex that debunks myths about living in the southern region. Located in South Bucharest–Ilfov, specifically in Popești-Leordeni just a 5-minute walk from the Berceni Metro station footbridges (Line M2), this project offers a complete lifestyle and illustrates exactly what today’s public is looking for:

• Multiple amenities: two swimming pools, a gym, a park, a playground, commercial spaces, a restaurant, and a pub.
• Educational centers nearby: a school and a kindergarten within walking distance.
• Financial accessibility: starting prices from €61,900 + VAT for apartments in Phase 2.

The 81 Residence complex is a residential landmark in the south, tailored to the real needs of young families, and also an investment product with significant potential. The complex combines essential elements for sustainable living in an affordable format. This places it among the top choices for 90% of respondents who consider value for money a decisive criterion.

South Bucharest – A Choice That Makes Sense

Perceptions are changing, and the study data confirms that the reality of South Bucharest is very different from the clichés of the past. Instead of a marginal area, there is now a vibrant urban space that meets the current needs of the city’s residents. The combination of competitive prices, access to modern transportation, active lifestyle amenities, and investments in education and safety is putting South Bucharest in a new light. For roughly 5 in 10 respondents, price is a primary factor in the decision to buy, especially for those over 45 (54%). Meanwhile, 40% consider price important but not the decisive factor. Notably, half of those aged 35–44 (50%) say price is important but not a deal-breaker, a higher proportion than in the overall sample.

“We aim to create communities where harmony is the key word. Buyers are evolving and looking for more than just an apartment — they want a lifestyle. That’s why we have built a fitness and wellness center and a meditation and yoga center, in addition to amenities like pools, playgrounds, and retail spaces within our complexes. The southern area is no longer the marginalized zone it once was. Massive infrastructure investments, combined with residential developments focused on quality of life, are radically transforming perceptions of this area. It is a cultural and social transformation that prioritizes quality of life,” said Cătălin George Aniculaesei, Chief Revenue Officer of the Ananda group of companies.

The Reveal study confirms a trend of reevaluating South Bucharest, which is becoming increasingly prominent in the housing and investment choices of Bucharest’s residents. In a city where the cost of housing has risen significantly, the south stands out as a viable and increasingly attractive option. It appeals both to those searching for their first home and to investors who are betting on the development potential of this area in the coming years.

About Reveal Marketing Research

Reveal Marketing Research is a market research agency with over 15 years of experience in Romania, specializing in both quantitative and qualitative studies.

The study was conducted on a representative sample of 1,005 respondents from the Bucharest-Ilfov region. The sample had a balanced gender split (49% men and 51% women) and significant age diversity, with the largest age groups being 35–44 (31%) and 45–55 (28%). The majority of respondents are married (61%), and over 70% have children. In terms of education level, nearly half (46%) have higher education and 44% have secondary education. Regarding household income, 45% fall into the high-income category. This profile suggests an informed, economically active respondent base, which is highly relevant for analyzing housing and investment behavior in South Bucharest.

About the Developer Ananda

The group of companies Siena, Unik, and Ananda Residence, united under the ANANDA brand, has been active in the real estate market for 7 years, during which time it has delivered over 3,000 homes in the southern Bucharest–Ilfov region.

The group’s core values reflect a deep commitment to integrity, transparency, and responsibility. These are supported by a vision centered on balance and harmony, genuine care for the community, and a constant focus on well-being and inner balance.