Opportunities for the Majorities - Housing Needs

Invertir Institute completed the final study about housing needs for the majorities in Peru.

Invertir Institute has completed the “Study of segmentation of the majority market of Housing in Peru”, in the frame of the program “Opportunities for the majorities”, an initiative of the Interamerican Development Bank (BID).

The study’s objective is to promote sustainable proposals of business for private enterprises in order to satisfy the needs of housing in the segments of low income in Peru.

According to the diagnose about the features of the housing and housing improvement demands from the objective public of six cities in Peru (Lima, Arequipa, Trujillo, Huancayo, Cusco y Pucallpa), the study identified seven different segments of the market that reflect the different needs and opportunities of business for the private sector.

Specific names were given to these segments acoording to the features that defined their attitudes towards housing and their willingness towards the market:

Total Majority Housing Market

The Integrated 18,4%
The Aspirants (applicants) 22,8%
The Pragmatic 15,8%
The Needy 14,4%
The Disoriented 14,9%
The Exited 8,4%
The Marginals 5,4%


The study numbers revealed that the majority market would reach a value of US$ 12.4 billions, of which the Integrated represent the 25%, and the Aspirants plus the Pragmatic sum up a 38%; segments that have also been identified as the ones that represent bigger opportunities of business for the private sector.

The segment of the Integrated can be attended immediately by offering a direct Financing for new houses. On the other hand, the segment composed by the Pragmatic and the Aspirants can be offered a program of technical assistance and Financing for small Business in construction and improvement of housing in an own space.