The real estate market is a mechanism by which rights and interests are connected, real estate prices are set. This article deals with the problem of changing the generation of buyers, as one of the main problems of the primary real estate market. On the basis of the analyzed factors that have a significant impact on the formation of housing prices in the primary market, the causal relationship of this problem is revealed. The authors analyzed the changes in demographic indicators and their impact on the residential real estate market. The demand for residential real estate depends on the general laws of the functioning of the market economy and is expressed as follows: the increase in demand causes a rise in prices, and its absence affects their decline. The interrelation of supply and demand is revealed. The main consumers of the primary real estate market and their consumer preferences are also considered.