Pre-New Year discounts for mass new residential complexes in Russia have reached 30%, with minimum discounts starting at 4%, brokers report.
„The size of pre-New Year discounts for new residential complexes depends on the project, with some lots being available at a discount of 30% or more. In December 2025, demand and booking dynamics are high, both for luxury and business apartments. The difference compared to the same period last year is that the share of deferred plans has decreased; Today, customers receive the most favorable conditions with 100% payment and mortgage“, says the director of the sales department of FSK Group Anna Kozlova Svetlana Birina.
At the same time, Anastasia Gorbun, sales director of Samolet Group, noted that the average discount for the majority of the offered housing does not exceed 4%, which is slightly lower than the expected 9% at the end of 2024. “Discounts of about 26% are offered only for a selected set of apartments, which is only 1% higher than the previous year. Among the attractive offers: popular financial conditions remain in force, including reduced interest rates on mortgage programs for one to two years“, she added. Investors are increasingly focusing not only on discounts, but also on offering long-term installment plans and free finishing or furnishing, said Dmitry Sofronov, sales director at Dars Group. A number of projects are offering parking spaces and storage spaces as a gift - either at significant discounts or as part of the deal package.
In the last month of the year, the number of transactions is almost always 15-20% higher than the annual average, notes Alexey Popov, chief analyst at Cian. “Part of this increase stems from the desire to “finish things off over the past year”, while another part is explained by increased payments or the effect of advertising campaigns offering discounts,” he explains. Developers' activity in this area is currently lower than in the first half of the year.
The recovery of demand, against the backdrop of the Central Bank of Russia's transition to reducing interest rates, allows many to fulfill their sales plans without additional price adjustments. “The main message of advertising messages in the fourth quarter of this year is not “Buy while there are discounts“, but “Buy before it becomes more expensive due to the new conditions of family mortgages“, he added.
Demand for housing in December 2025 is approximately 30% higher than in the same month in 2024, with approximately 20% of inquiries being for properties with bonuses and discounts, said Anna Terekhova, sales director of developer Marmax. Anatoly Batalin, sales director of Garden Ring Group, agrees, noting that demand has not been this high for probably three years. Experts attribute the dynamics of demand to the upcoming changes to the family mortgage program. Sofronov also links the dynamics of demand to uncertainty around prices, which could rise from the new year due to the increase in VAT.
Discounts should be assessed based on the actual dynamics of prices for similar properties in a particular location, taking into account the prospects for the balance of supply and demand, as well as competing price options, Sergey Zaitsev, sales director of the federal company Etazhi, noted in an interview with TASS. “There are cases when the price of a property with a discount is higher than the price of a similar property without any discount. In addition, when considering installment plans and mortgages, the share of liquid properties is usually around 10-15% due to additional costs, while with cash payments it reaches 25-30%. However, it all depends on the pricing policy of the specific residential complex and the promotion strategy it has chosen,“ says the expert. Some developers periodically hold sales of a limited range of properties, offering real discounts, while others offer discounts for hard-to-sell properties.
According to Batalin, against the backdrop of the buyer frenzy, developers' interest in promotions and discounts has decreased this year. Unlike last year, when demand was weaker, the discounts are not a real benefit for buyers, but rather a marketing ploy in which the discount is factored into the price increase.
Detailed statistics on average property prices in Bulgaria by city and neighborhood can be found at imot.bg