Is Jerusalem moving in Tel Aviv's direction in terms of housing preferences? According to a comprehensive survey held in the capital by the Geocartografia Institute in the first third of 2021, over 70% of respondents aged 55 and older prefer large, single-level penthouses to private multi-level houses.
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Jerusalem, considered conservative in many aspects, including real estate, has been seeing changes to its ingrained, decades-old trends and habits. While detached, two- to four-story houses have for years been the ultimate ambition of the average Jerusalemite, today the preference is for large penthouses laid out on one floor.
The survey found that the main reasons for the change in preference are the dependence on stairs (50%), comfort (20%), accessibility (11%), and safety for children and adults (50%).
Over a year after the outbreak of the coronavirus pandemic, about 40% of respondents said they were now considering moving to a large, spacious house with larger outside areas. This finding was more conspicuous among 35- to 54-year-olds, respondents with an above-average income, and people living in apartment buildings.
As of today, the leading parameters for choosing a home in Jerusalem in early 2021 mostly involve the characteristics of the living environment: the population, location, neighborhood, and apartment size. The survey shows that most residents attach much importance to a house that has large, spacious outside areas, such as large balconies or private gardens.
Another consideration is the apartment's proximity to a nature reserve and its location on a quiet, dead-end street. One of the survey's surprising findings is that the least important consideration in terms of housing choices was proximity to the light rail route. The survey found that the three neighborhoods in the highest demand in Jerusalem are Beit HaKerem, Malha, and Ein Karem.
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According to Sharon Hasid, Deputy CEO of Hasid Brothers, which is marketing single-level penthouse apartments at the HaShmura Project in Jerusalem, "We're definitely witnessing a trend that's been accelerating over the past year, of buyers moving to single-level penthouses – evidenced by the demand we've been seeing for apartments in our Malha project. We've discovered a conceptual change among Jerusalemite consumers, who now desire single-level apartments. The pandemic also had an impact, and we're seeing more and more Jerusalemites looking for houses with large outside territories as one of the central considerations in choosing an apartment."
HaShmura is the first project to be built in Malha for twenty years. It is expected to be occupied in about two years and includes about 40 premium single-level penthouses spread out over 165 to 204 sq. m., with large balconies overlooking a breathtaking view. Some have private gardens 60 to 70 sq.m. in size. The highlight of the project, its largest penthouse, is 204 square meters with a 55 sq.m. balcony.
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