This study delves into how property developers in Malaysia prioritise customer needs as a strategy to address the challenges of demand and supply discrepancies and property overhang. The Analytical Hierarchy Process (AHP) is utilised to ascertain the ranking of customer needs by property developers. Expert opinions from within the property development industry form the basis of data collection. Through AHP, a hierarchy of customer needs prioritisation has been established. The findings disclose that property developers have aptly identified and accorded importance to specific customer needs, including housing affordability, physical attributes, and maintenance. However, the prioritisation of other factors like financial benefits appears to be misguided and does not align with current needs. This study offers essential insights into how developers’ preferences are structured across diverse aspects of customer needs. These insights contribute valuably to the housing development sector, aiding in the refinement of housing supply strategies.