The article presents the results of research on identifying the factors necessary to create a comfortable urban environment, taking into account the needs of the population. The relevance of the study is due to the persistent imbalance between the existing demands of society and the actual state of urban space. This problem is exacerbated by the implementation of large-scale government housing construction programs, where the lack of consideration for the opinions of citizens leads to increased social tension and reduced efficiency of budget investments. Additionally, in today's economic environment, it is crucial for developers to minimize the risks associated with the low demand for new housing, which directly depends on the correct selection of a location that meets the key requirements of the target audience. The purpose of the work is to identify the key factors for creating a high-quality urban environment based on the analysis of consumer preferences for optimization and management decisions in the field of housing construction. The study uses a survey method with subsequent quantitative assessment of the factors. The hierarchy of consumer preferences has been established, with a clear preference for transport accessibility and basic infrastructure. Environmental and aesthetic factors are ranked second in importance. The principle of a hierarchical approach to the formation of the urban environment has been formulated, which involves the priority development of the transport and infrastructure framework of the territory, followed by the creation of a comprehensive and environmentally balanced environment. The results of the study have practical significance for government agencies and construction companies in the implementation of housing projects.