Real Estate

Location used to sell the unit. Now value has to be proven.

As Vietnam’s residential market matures, buyers are asking harder questions: what daily life will feel like, who they will live among, and what community, convenience and services they are buying into. We help developers understand which parts of the living experience genuinely drive choice, trust and willingness to pay — before major product and investment decisions are locked in.

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Industries

Real Estate

Where real estate is heading

The purchase decision is moving beyond the unit.

Residential markets across the region are shifting from assumed expansion to demand-led growth. The buyer base is more mobile and sophisticated, and growth is broadening into new asset classes. Location, price and developer reputation remain fundamental. But increasingly, they are only part of the decision. For developers, the challenge is no longer simply to add more features. It is to understand which elements matter to which buyers, how they work together as a coherent proposition, and which ones genuinely influence choice.

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The decisions on the agenda

Who are we really building for?

Understand the people most likely to buy, live, invest or rent — and how their priorities differ by life stage, household, financial position and purchase motivation.
What kind of living experience will make the project distinctive?

Identify the lifestyle, community, convenience, service and experience expectations that create a meaningful reason to choose one development over another.
What should we prioritise before design is fixed?

Test concepts, amenities, services and features to separate basic expectations from true differentiators — and avoid adding cost without creating customer value.
What actually justifies the premium?

Understand which elements strengthen perceived value and willingness to pay, and where price begins to outweigh the proposition.
Why do interested buyers fail to convert?

Identify barriers across product, price, location, trust, brand and the purchase journey — and what needs to change to move buyers closer to decision.

Buyer understanding & segmentation

Identify priority buyer groups, their motivations, needs, barriers and purchase behaviours.

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Brand health & portfolio strategy

Demand evidence across asset classes and geographies.

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Resident & living experience

Whether the experience after handover delivers against the promise, and what drives satisfaction, advocacy and long-term value.

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Pricing & willingness to pay

Understand how buyers perceive value and which elements of the proposition can support a price premium.

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Concept & proposition testing

Evaluate whether a proposed project concept is relevant, distinctive, credible and motivating before launch.

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Amenity, service & feature prioritisation

Determine what buyers expect as standard, what differentiates the project and what should receive investment priority.

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Curious to see how we drive success in the real estate market? Contact our experts to learn more about the solutions that fit your goals.

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Intelligence

The buyer evidence developers plan against.

Our residential demand and living-experience intelligence gives developers the buyer, concept and pricing evidence needed to justify a premium and de-risk a launch before design is fixed.

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Business Confidence Index Report Q4 2024

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Nguyen Thi Uyen Chi

Director, Head of Experience Economy Practice

Le Ngoc Mai Anh

Manager

Nguyen Le Phuong Tram

Senior Consultant

Nguyen Thao Vy

Consultant

Dao Trang Uyen

Consultant

Le Nguyen Tuong Ngoc

Associate

Real estate success in action

Stories of transformation

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Residential demand

One Mount: sizing demand before the launch commits

Buyer needs, motivations and willingness to pay, read before the build.

“We are happy with the collaboration with Decision Lab. They have delivered a high-quality report that provides valuable insights into the needs and preferences of Vietnamese employees in the post-pandemic era. We are impressed by the speed and professionalism of Decision Lab, and look forward to working with them again.”

Greg Ohan

CEO

The Sentry

“They were able to amass a sample of 7,000 people — one of the biggest surveys of its kind ever conducted. So much data already existed about the people taking the survey, which sped up the whole process and gave us really granular data.”

Gráinne Gilmore

Head of Residential Research

Knight Frank