The winter season officially opened on December 13, and with it the „Christmas Offensive“ of the property market was unleashed. While tourists test the slopes under Mount Todorka, sellers are rushing to close deals before the end of the financial year. We are entering the 52nd, last full week of the year, with record activity on the portals – the time to „hunt for deals“ is now, while the competition is distracted by the holidays.
1. The market in brief: What do the numbers show?
Activity is at its peak. Scanning the leading portals shows a saturation of supply, which gives an advantage to buyers with ready cash.
| Indicator | Value | Trend |
|---|---|---|
| Active ads (Alo.bg) | ~761 pieces | ⬆️ Serious volume |
| Active listings (Imot.bg) | Over 1000 offers | ⬆️ Saturation |
| Average price | 1 167 €/sq.m | ↔️ Stable |
| Private individuals (Owners) | ~281 listings | 📢 Activation |
Agencies dominate the market, but there is a noticeable increase in direct sales "by owner", which is a chance for commission-free deals.
2. Detailed analysis: Prices by apartment type
The market is clearly segmented. While the mass buyer is looking for a cheap studio, the "smart money" is heading for underpriced two-bedroom apartments.
🏢 Studios (Entry level)
- Availability: High. The most liquid segment.
- Price range: €38,000 – €68,990
Analysis: The psychological threshold of 40,000 euros has already been broken. In the complex "“Aspen Suites”"(Razložka Valley) you can find a studio for 38 000 € (~904 €/sq m). At the other end of the spectrum are the luxury studios in the hotel part of “Green Life“", chasing 69 000 €. If you're looking for a budget, look to the outskirts; for overnight stays, the center holds the price.
🏠 Two-bedroom apartments (Golden Circle)
- Availability: Main market volume.
- Price range: €37,000 – €117,900
Analysis: The scissors are huge here. You can buy a property for 37 000 € (in need of renovation or on the outskirts), or a designer apartment in “Amuse Bouche” for almost 118 000 €. Mass transactions for a “whole” property in the ski area are concluded in the range of €65,000 – €85,000.
👨👩👧👦 Three-room apartments (Family homes)
- Availability: Limited (shortage of quality properties).
- Price range: €85,000 – €136,240
Analysis: The most profitable purchase per square meter. Old brick construction in the center can be found for about 85 000 € (~1,250 €/sq m), while the new construction in “Pirin Castle” reaches 136 000 €. Suitable for permanent living, where maintenance fee is lower or absent.
✅ Deal of the Week: "The Find" under 40k
What we found: One-bedroom apartment (63 sq m) in the area of Bansko.
Price: 37 000 € (~587 €/sq m).
Why it's important: At a time when studios are widely sold for €45,000+, finding a one-bedroom apartment for €37,000 is a market anomaly. The price is half the city average.
The catch: Expect compromises – a location on the outskirts, a ground floor, or a need for renovation. But as an initial investment, the risk is minimal.
🚩 Red Flag: „The Premium Trap“
The announcement: Studio (51 sq m) in the hotel part of a gated complex.
Price: 68 990 € (~1,352 €/sq m).
Our comment: The property looks shiny, but the math is tricky. At over €1,350 per square metre for a studio, you are paying a premium that will be hard to beat in rent, especially if the maintenance fee is high (often over €15/sq m). Be careful with “luxury” promises.
3. Trend Radar: The “New – Old” Gap”
We observe a clear divergence in the market at the end of 2025:
- Lane 1 (Secondary Market): Saturated with offers around 900 – 1,100 €/sq.m. Here, sellers are willing to negotiate, pressured by competition and annual maintenance fees.
- Lane 2 (New construction): Projects like “Pirin Castle” and “Orchard” have prices ranging from 1 500 €/sq.m and up. “Pirin Castle” offers three-bedroom apartments for over €136,000.
Forecast: The difference of nearly 40-50% between old and new is too large. We expect the secondary market to catch up in Q1 2026 as new construction becomes too expensive for the average buyer.
THE VERDICT: BUY OR WAIT?
🔴 BUY
The market is currently "saturated". You have a choice of over 750 apartments on just one platform. Christmas is the weather, when sellers who haven't closed a deal during the year become the most accommodating.
Strategy: Look for a 2-bedroom apartment (secondary market) under €75,000 in a building with low maintenance fees. Avoid overpriced “luxury” studios unless you are buying purely on emotion.
English (UK)