Research on the behavior of participants in the real estate market shows the complexity of the influence of economic and behavioral factors. The traditional economic approach, which assumes rational and unemotional market participants, is increasingly supplemented by behavioral economic models, which include psychological, social and emotional factors in explaining investor behavior. Real estate, as durable consumer goods, is particularly sensitive to these influences, which further complicates market dynamics. While there is a wide range of reasons for investing in real estate, changes in life cycles and socioeconomic conditions can significantly influence investor decisions. These changes testify to the complexity and importance of studying behavioral factors in the real estate market. In the paper, research was conducted on behavioral factors in the real estate market on a sample of 87 respondents from the Republic of Croatia. Analysis of research on the influence of factors on the behavior of investors in the real estate market reveals the complexity of the process of making investment decisions. The heterogeneity of the sample of respondents according to sociodemographic criteria was identified, while some research results confirmed significant hypotheses, such as the role of risk aversion and the availability heuristic. However, some hypotheses were not confirmed, indicating the complexity of the factors influencing investors' decisions, suggesting the need for further research to better understand these factors and their impact.