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Buying an apartment or a house is an important step in everyone’s life worldwide, to reach a settled and stable life. Several criteria are considered when buying an apartment or a house. In Jordan, apartments are customers’ preferred choices because of financial circumstances. It is not easy for a person to decide on the apartment’s specifications such as location, design, building design and finances. This study assists people in selecting an appropriate apartment using the Analytical Hierarchy Process (AHP), which is considered an important multi-criteria decision-making approach. Data used in this study were collected in Jordan; however, people worldwide can benefit from this study. The methodology used is twofold. First, feedback was considered from five investors in the real estate sector in Jordan about specifications that customers consider when buying an apartment. Second, several customers were asked about their preferences in a dream apartment using a pairwise comparison questionnaire, which was collected from 305 participants to obtain the priorities of 10 different apartment alternatives found in the Jordanian real estate market. The AHP technique is used to analyse the collected data to assist customers in reaching the best purchase decision. [ABSTRACT FROM PUBLISHER]