July 10, 2026

To all the press

GMO TECH, Inc.

86.8% of homeowners who are still paying off their mortgages are worried about their household finances.
Rising prices and interest rates are changing people's attitudes towards housing.
~GMO TECH Survey: Differences in Perception of Asset Value Between Condominiums and Detached Houses~

　GMO TECH, Inc. (President and CEO: Ryoichi Suzuki, hereinafter "GMO TECH"), a member of the GMO Internet Group, conducted an online survey on "Household financial awareness and housing reassessment amid rising prices and interest rates" targeting 1,014 homeowners who are currently repaying their mortgages.
　The survey revealed that 86.8% of respondents feel anxious about their household finances due to rising prices and interest rates. Furthermore, there were differences in attitudes towards moving or selling between condominium owners and detached house owners. Over 4% of condominium owners believe they can sell their property for a higher price than they purchased it for. On the other hand, approximately 7% of detached house owners do not have a sufficient understanding of current market values, highlighting a difference in perception of asset value depending on the type of housing.

[Background of the survey]
　Amid rising prices and changing interest rates, the burden of housing-related expenses is increasing, including not only food and utility costs, but also mortgage payments, property taxes, management fees, and repair reserves.
　These environmental changes are impacting not only daily household budgeting but also housing-related decision-making. On the other hand, not knowing the current market value of one's home may be making it difficult to consider moving or selling.
　Therefore, GMO TECH, which provides the real estate appraisal site "GMO Real Estate Appraisal," conducted a survey targeting homeowners who are currently repaying their mortgages, regarding the impact on their household finances, their attitudes toward moving or selling their homes, and their perceptions of the market value of selling their homes.

[Survey Summary]
■86.8% of households are worried about their finances due to rising prices and interest rates.
　Amid rising prices and interest rates, when asked about their concerns regarding household finances, 46.2% said they "feel very anxious" and 40.6% said they "feel somewhat anxious," meaning a total of 86.8% reported feeling anxious.

■The most common increased expense was "food expenses," followed by "mortgage payments."
　The most common expense that people feel has become a burden compared to before was "food expenses" (59.4%), followed by "utility costs" (45.0%) and "mortgage payments" (44.6%). This shows that in addition to expenses related to daily life, housing-related expenses have also become a significant burden.

■ While concerns about rising interest rates are spreading, some people are also feeling the effects of increased repayment amounts.
　When asked which of the following applied to their concerns about rising interest rates, the most common response was "I'm worried that my monthly payments will increase from now on" at 31.2%. This was followed by "My monthly payments have already increased" at 27.8%, and "I'm worried that my total repayment amount will increase" at 21.3%, highlighting concerns about the impact of rising interest rates on household finances.

■ Apartment owners are more willing to sell or move than detached house owners.
　When asked about their future housing plans, 12% of condominium owners and 6% of detached house owners responded that they would consider selling or moving within the next few years. On the other hand, over 4% of detached house owners and about 3% of condominium owners responded that they would continue to live in their current home for the time being, indicating that detached house owners are more likely to stay in their current residence.

■ Apartment owners are optimistic about the selling price, while detached house owners are cautious.
　When asked how much they thought their home would sell for compared to the purchase price at current market rates, over 4% of condominium owners responded that they thought they could sell it for more than the purchase price. In contrast, only about 2% of detached house owners gave the same answer, showing a difference in perception of asset value depending on the type of housing.

■ Approximately 7% of homeowners are unaware of the market value of their detached homes.
　When asked about the market value of their homes, over 5% of condominium owners (54.0%) responded that they "have a concrete understanding" or "have a certain understanding." On the other hand, among detached house owners, less than 3% (27.5%) responded that they "have no understanding at all," while approximately 5% (47.8%) responded that they "have no understanding at all." It was found that among detached house owners, approximately 7% (72.5%) do not have a sufficient understanding of the market value of their homes.

[Report Summary]

(*) All data from this survey, including details on household budget revisions in response to rising prices and interest rates, reasons for considering moving, perceptions of home selling prices, and anxieties about appraisals, can be viewed on the report publication page mentioned above.

■ Survey outline
Survey Title: Survey on "Household Attitudes and Housing Considerations Amidst High Prices and Rising Interest Rates"
Survey period: June 4th (Thu) - June 5th (Fri), 2026
Survey method: Internet survey using PRIZMA's survey release (*).
Survey subjects: Monitors who, at the time of the survey, responded that they were living in a home (apartment or detached house) purchased by themselves or their spouse, and were currently repaying a mortgage.
Survey area: Nationwide
Number of valid responses: 1,014
Survey conducted by: GMO TECH, Inc.
Monitor provided by: PRIZMA Co., Ltd. (Sakurisa)
(*) PRIZMA | Survey Releasehttps://www.prizma-link.com/press）

【Sunday School】
　Amid rising prices and interest rates, increasing anxiety about household finances, understanding the value of one's home is crucial for future financial planning. Through "GMO Real Estate Appraisal," GMO TECH will support consumers in confidently considering a review of their homes.
(Makoto Munehiro, General Manager, Vertical Media Business Division, Product Marketing Business Unit, GMO TECH, Inc.)

[Future prospects]
　This survey revealed that while many homeowners with mortgages are concerned about their finances, there are differences in attitudes towards housing and understanding of market value depending on the type of housing. In particular, many detached house owners do not have a sufficient understanding of current market value, revealing that the information necessary for making housing decisions is not adequately available.
　GMO TECH provides an easy way to understand the asset value and market price of real estate through its real estate appraisal website, "GMO Real Estate Appraisal." Moving forward, we will continue to improve the convenience of our services and enhance the information we provide so that those considering moving or selling their property can make informed decisions.

▶ "GMO Real Estate Appraisal" service website:https://e-estate.jp/

[About GMO TECH]

　GMO TECH, Inc. is a technology company that leverages AI and SaaS to support businesses in achieving sales growth and improving operational efficiency.
　In addition to developing customer acquisition support businesses in the SEO, MEO, and AI marketing fields, including the store customer acquisition DX SaaS "MEO Dash! byGMO," we also provide operational efficiency support through the real estate DX SaaS "GMO Rental DX," and operate affiliate advertising, internet media, and payment services businesses.
　Leveraging our unique AI technology and in-house developed products, we are promoting the creation of systems that enable AI to continuously deliver value in business operations, supporting companies' digital transformation and sustainable growth.

Above

[Press inquiries]
GMO TECH Holdings, Inc.
　Public Relations Department Kobayashi
　TEL:03-5489-6370 FAX:03-5489-6371
　E-mail: hd-press@hd.gmotech.jp

GMO Internet Group, Inc.
Group Public Relations Department PR Team Kurata
TEL：03-5456-2695
Contact Us:https://group.gmo/contact/press-inquiries/

[Contact information regarding services]
GMO TECH, Inc.
　Product Marketing Division, Sales Department
　TEL: 03-4405-0939 (direct) FAX: 03-5489-6371
　E-mail: vertical-media-dept@gmotech.jp

[GMO TECH Inc.] (URL:https://gmotech.jp/）    

[GMO TECH Holdings, Inc.] (URL:https://hd.gmotech.jp/）

[GMO Internet Group, Inc.] (URL:https://group.gmo/）

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