Perceptions of the south of the capital have been marked for years by a series of myths and generalizations that no longer reflect current reality. A recent study conducted by Reveal Marketing Research, on a representative sample of over 1,000 respondents from Bucharest-Ilfov, shows a clear change in perspective. The south is no longer an ignored peripheral area, but a rapidly expanding hub of urban development. Major infrastructure investments, modern residential projects, and the expansion of 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%), rapid access for exiting the city (32%), and modern residential developments (29%).

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

– The factors influencing the decision to purchase an apartment in a modern residential complex in the south of the Capital are construction quality (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 spaces (38%), the safety and security of the complex (36%), and the existence of kindergartens or schools in the proximity (31%).

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

The research was conducted in April 2025, with the objective of understanding how well the general perception of living in the south of the Capital aligns with the actual conditions offered in the area, specifically by developers building in the region who claim to offer communities a modern lifestyle. 

A new urban paradigm debunks the myths about living in the south of the capital

The results of the study indicate that 55% of respondents would consider purchasing a home in the south if the price and facilities are competitive. This openness is more pronounced among young people and those under 44, indicating a generational shift in perception. The existence of green spaces, parking spots, and numerous facilities in close proximity are the main arguments for why respondents are open to purchasing an apartment in the south of the capital.

The growing interest in properties in the south of the capital is primarily due to infrastructure projects that are fundamentally restructuring the area. The expansion of the metro network through Line M4, with investments of 2.5 billion euros, and the construction of the new Bucharest South Airport, estimated at over 2 billion euros, are reconfiguring the accessibility map. These strategic projects, combined with the modernization of the road network, are transforming the south of the capital into a regional transportation hub.

Quality of life – a priority for buyers

Living comfort begins with a solid foundation and a durable construction, an argument supported by data: 60% of respondents consider construction quality the most important factor in purchasing a home, followed by competitive price—opted for by 55%—and access to public transport, mentioned by 47%. Young people under 35 and individuals over 55 are the most attentive to construction quality and price.

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

The study reveals that 59% of respondents consider integrated facilities an essential factor in choosing a home. The top 3 essential facilities for a modern lifestyle in a residential complex for respondents are parking spaces (38%), the safety and security of the complex (36%), followed by the proximity of kindergartens and schools (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 compelling quality-price ratio. This transformation is fueled by the real needs of the new generation of buyers, as well as by the vision of developers who invest in sustainable communities." stated Marius Luican, CEO of Reveal Marketing Research.

The southern area responds to this demand through modern residential developments that redefine the living standard. A relevant example is 81 Residence, a project located just a 5-minute walk from the Berceni metro station. With two swimming pools, a generously sized park, commercial spaces, playgrounds, a fitness gym, restaurants, as well as a school and kindergarten in close proximity, the complex was designed to meet the exact requirements mentioned by the respondents.

The fact that 71% of the study's respondents have children underscores the importance of these facilities for families. Kindergartens and schools in close proximity, combined with recreational spaces, create an ideal environment for children's development.

Investment opportunities

The real estate market in the south attracts investors due to the exceptional quality-price ratio. Affordable prices, 30% lower than in other areas of the Capital, combined with the appreciation potential generated by new infrastructure projects, make the south a strategic choice. 54% of respondents recognize the potential for real estate investment in the southern area, a percentage that rises to 65% among people under the age of 35. The developer Ananda has identified this trend, launching projects that meet market demands and, especially, purchasing power. The first stage of the Ananda Residence project is already completed and inhabited, and the second stage was recently launched, with prices starting from €48,721 + VAT, reflecting an extremely competitive quality-price ratio.

Also, approximately 9 out of 10 people who responded to this study claim that the quality-price ratio is important when choosing a home. Those aged between 45 and 55 are particularly of this opinion (98%), while at the opposite end are those under 35 (75%).

Young people and investors consider the south a relevant option

A remarkable aspect is the fact that young people under 35 (43%), as well as the 35-44 age category (65%), show high interest in the southern region, considering it holds potential and can be an option for personal purchase or investment. Men are particularly receptive to the opportunities offered by the area. The South Bucharest – Ilfov region is thus becoming attractive both for living and for generating passive income through rental or real estate value appreciation. In an economic context where investment prudence is vital, an apartment purchased in the south of the Capital offers an excellent quality-price ratio, as well as prospects for sustained growth.

In the category of confirming existing myths, 32% of respondents believe that a lower price automatically means compromises in terms of quality or comfort, while 24% reject this idea.

"The explanation for why apartment prices in the South Bucharest – Ilfov Region are lower is based on the accessible cost of the land—located in Popești-Leordeni, an area just minutes away from Sector 4—the fact that Ananda Group develops several projects in parallel and obtains better costs for building materials, and the fact that we do not include the cost of facilities in the final product cost. We take on this investment because it is an investment in the brands we create, and we want to offer quality to our communities,” stated the Chief Revenue Officer of the Ananda Group of companies.

Developers setting the tone of transformation

Ananda Group is an eloquent example of the new generation of developers who also build a mix of facilities for the communities they create. Under the motto Power of Unity, within their residential concepts, the developer focuses on well-being, wellness, and inner balance to ensure a high level of living comfort.

81 Residence is a complex that dismantles the myths related to living in the southern region. Located in the south of the Bucharest – Ilfov Region, specifically in Popești-Leordeni, just a 5-minute walk from the Berceni metro station (M2), the project offers a complete lifestyle and illustrates exactly what today's public is looking for:

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

The 81 Residence complex is a residential landmark in the southern area, adapted to the real needs of young families, but also an investment product with potential. The complex brings together essential elements for sustainable living in an accessible format, placing it among the top options for 90% of respondents who consider the quality-price ratio a decisive criterion.

South of the capital – A choice that makes sense

Perceptions are changing, and the study data confirms that the reality of the south of the capital is different from what is reflected in the clichés of the past. Instead of a marginal area, there is now an effervescent urban space that meets the current needs of the capital's residents. The combination of competitive prices, access to modern transport, active lifestyle facilities, and investments in education and safety places the south of the capital in a new light. For approximately 5 out of 10 respondents, price is a primary factor in the purchasing decision, especially for those over the age of 45 (54%). 40% consider price an important but not decisive factor in the decision to purchase an apartment; the 35-44 age category (50%) states this in a higher percentage compared to the total number of respondents.

"We want to create communities where harmony is the fundamental word. We are evolving, and buyers are looking for more than just an apartment—they want a lifestyle; that is why we built a fitness and wellness gym, a meditation and yoga center, in addition to the facilities within the complexes, such as swimming pools, playgrounds, and commercial spaces. The southern area is no longer the marginalized zone of the past. Massive infrastructure investments, combined with residential developments that emphasize quality of life, are radically transforming the perception of this area. It is a cultural and social transformation that prioritizes quality of life," Chief Revenue Officer of the Ananda Group of companies.

The Reveal study confirms a trend of re-evaluating southern Bucharest, which is becoming increasingly present in the housing and investment options of Bucharest residents. In a city where housing costs have risen significantly, the south is a viable and increasingly attractive option, both for those seeking their first home and for investors 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 quantitative and qualitative studies.

The study, conducted on a representative sample of 1,005 respondents from Bucharest-Ilfov, reflects a balanced gender distribution (49% men and 51% women) and significant age diversity, with the largest shares in the 35–44 years (31%) and 45–55 years (28%) categories. Most respondents are married (61%) and over 70% have children. Regarding education level, nearly half (46%) have higher education, and 44% have secondary education. From a household income perspective, 45% fall into the high-income category, suggesting an informed, economically active respondent profile relevant for analyzing housing and investment behavior in the south of the Capital.

About the Developer Ananda

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

The group's core values reflect a deep commitment to integrity, transparency, and responsibility, supported by a vision oriented toward balance and harmony, authentic care for the community, and a constant focus on wellbeing and inner balance.

Check the launch offer of the most recent project.