The People’s Choice 2026 Highlights Changes in Property Consumer Behavior

JAKARTA, Jakartaweekly.com—Property platform Rumah123, together with Indonesia Property Watch, is once again presenting a consumer vote-based award event, The People’s Choice 2026 by Golden Property Awards.

Entering its third year, the award, which carries the theme “The Blueprint of Trust,” aims to capture the changing behavior of property consumers, who are now no longer considering only price and location.

Rumah123 VP of Marketing Firman Pamungkas said the property industry is currently moving toward a consumer-driven market era, where consumers are becoming increasingly critical and selective in determining which brands they trust.

According to him, today’s property industry is moving toward a consumer-driven market. Consumers are becoming more critical, more informed, and more selective in choosing the brands they trust.

“They are not only looking at price or location, but also considering material quality, living experience, connectivity, and sustainability,” Firman said in a written statement on Thursday, May 28, 2026.

Unlike conventional property awards, The People’s Choice 2026 uses a consumer insight-based approach through three main methodologies, namely Focus Group Discussions (FGD), building material surveys in 12 major cities, and public voting involving the wider community.

The entire process begins with the curation of nominees based on market relevance, brand performance, industry presence, and alignment with current consumer needs before the final selection is handed over to the public.

On the same occasion, Indonesia Property Watch CEO Ali Tranghanda said that consumer-based awards have now become an important instrument in reading shifts in the national property market.

“Public trust today is built through real consumer experiences. When people choose a brand through The People’s Choice, they are actually sending a signal regarding the standards of quality, relevance, and value they expect from the industry,” Ali said.

This year’s edition of The People’s Choice 2026 features nine main categories, namely Best Choice Housing Project, Best Choice Subsidized Housing Project, Best Choice Building Material, Best Choice Home Design, Best Choice Home Appliances, Best Choice Luxury Building Material, Best Choice Bank, Best Choice EV Charging Station Brand, and Company of The Year.

The event has also expanded its award coverage to include building materials and household appliances categories. According to the organizers, the decision to purchase a house today no longer stops at the physical building itself, but also includes material quality, energy efficiency, home security, and devices that support a modern lifestyle.

Changes in market behavior can also be seen from the increasing dominance of younger generations as first-time homebuyers, as well as the growth of the electric vehicle and smart home ecosystem.

Data from Bank Indonesia shows that 69.87 percent of primary home purchases still depend on mortgage facilities. Meanwhile, the government has allocated Rp37.1 trillion in housing subsidies for 2026.

In the electric vehicle sector, data from the Ministry of Energy and Mineral Resources (ESDM) as of April 2026 recorded that the number of four-wheel EV charging stations (SPKLU) in Indonesia had reached 4,892 units, with a target of more than 62,000 units by 2030.

Public voting for The People’s Choice 2026 has been open until June 30, 2026, through Rumah123’s official website. Through this award, the organizers hope the public can obtain references regarding brands, projects, and property products with a high level of public trust.