This paper is based on a study consisting of two semantic blocks. In the first block, the existing tools for increasing effective demand in the market of new buildings in Moscow are considered. The most popular tools for increasing effective demand are identified. The second block provides an overview of the characteristics of real and potential buyers of residential real estate in Moscow. Identifying the characteristics of real buyers is based on data published by analytical and consulting companies, as well as real estate developers. Identification of the characteristics of potential buyers was carried out on the basis of official statistics and information published by the Recruitment Agency. The analysis of the characteristics of buyers was carried out in the context of economic activities, in the context of specialization and qualifications, and the level of wages. The areas of employment, specialties are identified, and the level of wages of a person who is potentially more accessible to purchase housing is estimated. The number of people who, in accordance with the size of their salary, can buy housing in the property is estimated. As a result of the work, the expediency of analyzing the buyer’s portrait (including potential one) on a regular basis is justified in order to implement more flexible regulation of the housing sector, taking into account the needs of city residents and the socio-economic situation.
