為什麼頂級富豪都在加碼房產？ 在全球財富金字塔的頂端，無論是擁有超過 100 萬美元可投資資產的高資產淨值人士 ( HNWIs )，還是資產超過 3,000 萬美元的超高資產淨值人士，房地產始終是他們資產配置中最核心的板塊之一。 房地產作為一種有形資產，兼具保值增值和生活方式提升的雙重價值，因此特別受到高資產淨值族群的青睞。近年來，全球各地的豪宅價格紛紛上漲。根據 J.P. Morgan Private Bank 摩根大通私人銀行 2024 年的報告 ( 資料來源包括 Miller Samuel、美國房地產經紀人協會和 Haver Analytics )，美國豪宅價格從 2019 年第四季至 2023 年第四季上漲了 65% ，遠高於一般住宅市場的 40%。 跨世代共識：房地產仍是投資重心 根據美國銀行 2024 年《 富裕美國人調查 》，儘管不同年齡層在資產配置方面各有偏好，但房地產始終被視為最穩健、最具吸引力的資產類型之一。 年輕高淨值人士 ( 21–43 歲 ) 的首選投資方向： 對年輕一代來說，房地產被視為成長潛力最高的資產 ( 31% )，其次是加密貨幣與其他數位資產 ( 28% )、私募股權 ( 26% )、個人創業或品牌 ( 24% )、投資公司 ( 22% )、具有正面影響力的公司 ( 21% )、債券 ( 17% ) 與美股 (14% )。 而對 44 歲以上的族群而言，美國股票最受青睞 ( 41% )，其次是房地產 ( 32% )、新興市場股票 ( 25% )、國際股票 ( 18% )、私募股權 ( 15% )、直接投資公司 ( 15% )、債券 ( 12% )，以及加密貨幣與其他數位資產 ( 4% )。 成熟投資者 ( 44 歲以上 ) 較偏好的配置： 數據顯示，不論是探索成長潛力的新富人群，還是追求穩健回報的傳統投資者，房地產在其資產配置中仍佔據重要地位。 下一輪資本流入的焦點仍是房產 根據 Chubb 2024年《 全球財富報告 》， 86% 高資產淨值人士計劃在未來 12 個月內購買房地產，且有超過三分之一計畫對現有住宅進行升級或翻修。 同時，根據 UBS 瑞銀 2024 年《 億萬富豪雄心報告 》，全球將近 43% 的億萬富豪計劃在未來一年內增加房地產投資比重，無論是購買第二、第三棟住宅，或是用於投資，房地產始終是關鍵資產。 對於高端房地產業者而言，了解財富來源與資產配置的模式至關重要。雖然股票市場仍是驅動重大購置行為的主力，但對於年輕買家而言，來自加密貨幣與創業的財富正逐漸成為未來購屋資金的來源。 掌握資產流向趨勢，洞察不同世代的投資偏好，是贏得高資產淨值客戶信任與合作的關鍵。 文章節錄自 Sotheby’s International Realty 2025 奢華趨勢展望報告           WHY REAL ESTATE STILL REIGNS SUPREME FOR THE WEALTHY Whether they are high-net-worth individuals ( HNWIs ) with investable assets of US$1 million+ or ultra-high-net-worth individuals with US$30 million+, the world’s wealthiest invest a significant share of their portfolio in real estate. Real estate historically appeals to HNWIs as a tangible asset with clear lifestyle benefits. Recently, luxury property values have surged around the world. In the U.S., from Q4 2019 to Q4 2023 , luxury home prices increased 65% compared to a 40% gain in the non-luxury market, according to a 2024 report by J.P. Morgan Private Bank based on data from Miller Samuel, the National Association of Realtors and Haver Analytics. While there are generational differences in purchasing decisions between people aged 21 to 43 and those aged 44 and older, both demographics consider property a top investment opportunity, according to Bank of America’s 2024 Survey of Wealthy Americans. The difference is in the detail. Among younger individuals, real estate represents the greatest opportunity for growth ( 31% ) , followed by cryptocurrency and other digital assets ( 28% ) , private equity ( 26% ) , a personal company or brand ( 24% ) , direct investments in companies ( 22% ) , companies focused on positive impacts ( 21% ) , bonds ( 17% ) , and U.S. stocks ( 14% ) . Individuals 44 and older prioritize U.S. stocks ( 41% ) , followed by real estate ( 32% ) , emerging market equities ( 25% ) , international equities ( 18% ) , private equity ( 15% ) , direct investment in companies ( 15% ) , bonds ( 12% ) , and cryptocurrency and other digital assets ( 4% ) . Understanding wealth creation patterns is essential for luxury real estate professionals. Stock market investments continue to drive significant purchases. However, for younger clients, emerging wealth sources like cryptocurrency and entrepreneurship may provide funds for future real estate. By monitoring investment channels and understanding their clients’ wealth-building preferences, agents can best serve their property needs. Most HNWIs ( 86% ) intend to purchase real estate in the next 12 months, according to the 2024 Wealth Report by Chubb, while one-third plan to upgrade or renovate their homes. Meanwhile, nearly half of global billionaires ( 43% ) intend to increase their investment exposure to real estate over the next 12 months, according to the UBS Billionaire Ambitions Report 2024. Real estate remains a key asset for wealthy individuals, whether they are looking for a second, third or fourth home — or investment property. Staying informed on these trends is crucial for agents who want to reach new clients. Source: Visit the Sotheby’s International Realty 2025 Luxury Outlook report for essential insights.