Gindi Holdings has launched a bold new residential project in Tel Aviv’s Sde Dov neighborhood, offering luxury apartments starting at NIS 49,000 per square meter, roughly 35% below current market rates. Located just 250 meters from the beach, the development includes three towers and high-end amenities, aiming to disrupt the city’s high-end real estate market. While some view the pricing as a marketing tactic, others believe it could spark a wider shift in property values across Tel Aviv and beyond. For overseas buyers, this may be a rare opportunity to enter the market at a more accessible price point with strong long-term potential.

Could you buy a luxury home in Tel Aviv, on the sea, near the city’s finest neighborhoods — for 35% less than market value? Gindi Holdings says yes. And if they’re serious, it could shake the foundations of real estate pricing not only in Tel Aviv, but across Gush Dan.

Welcome to Sde Dov: Tel Aviv’s Next Big Thing

On the edge of Tel Aviv’s Old North, stretching from the elite enclave of Kochav HaTzafon to the shimmering beaches near the Reading Power Station, lies the site of Tel Aviv’s most ambitious new residential neighborhood: Sde Dov.

Formerly an airport and military base, the area is undergoing a dramatic transformation. Over the coming years, Sde Dov is expected to deliver nearly 16,000 new homes, along with parks, schools, public transport connections, and some of the most valuable real estate in Israel.

Strategically positioned between the Mediterranean coast and central Tel Aviv, Sde Dov is designed to meet demand for luxury living, while also addressing the severe housing shortage in the city. With major developers like Africa Israel, Melisron, and Tshuva having invested billions of shekels in the land tenders, market expectations were clear: prices would be sky-high — NIS 70,000–85,000 per square meter, or about NIS 7–8 million for a standard apartment. Until now.

Gindi Drops a Bombshell

This week, Gindi Holdings, one of Israel’s largest private real estate developers, launched a campaign to sell apartments in its 708-unit project in Sde Dov at NIS 49,000 per square meter. That’s roughly NIS 4.5 million for a 90 sqm apartment — a full 35% below recent market prices. For Tel Aviv, this is more than a bold pricing strategy — it’s an earthquake.

Gindi’s towers, part of a luxury project, are slated to rise 9, 20, and 44 stories high, just 250 meters from the beach, near Ibn Gvirol and the future Einstein light rail station. The buildings will feature glass façades, aluminum cladding, and 5-star amenities including pools, saunas, gyms, co-working spaces, and a private lounge for residents. In other words, the specs are equivalent to other high-end projects in the area. But the price? Not even close. How is this possible?

Industry insiders offer three key reasons:

1. Cheaper Land: Gindi acquired its plots for a lower price than many competitors, around NIS1.65 million per unit of land, compared to over NIS 2 million paid by others.
2. Fast, Pre-Planned Development: The company had plans and permits nearly ready before winning the tender, shaving off time and cost in the development process.
3. Aggressive Presale Strategy: To secure bank financing, developers often need to sell 20–30% of their units early. By pricing aggressively, Gindi may sell out faster, avoiding years of costly marketing and interest payments.

This isn’t the first time Gindi has used this approach. Similar campaigns in Ramat Ef’al and Givat Shmuel featured headline-grabbing discounts that sparked massive buyer interest — even if actual sale prices eventually normalized.

Is It a Gimmick or a Game-Changer?

The phrase “starting at NIS 49,000/sqm” leaves room for interpretation. Critics point out that not all apartments will sell at this price, especially larger units, high floors, or those with sea views.

But others say that even a partial rollout at this price could have significant ripple effects. Buyers who never imagined Tel Aviv was within reach may now take a closer look — particularly those seeking a vacation home, planning for future Aliyah, or aiming for a long-term investment. If sales are recorded at these lower price points, valuation benchmarks could shift, prompting appraisers to revise their models and putting pressure on nearby developers to adjust their pricing. Projects in surrounding areas like Ramat Aviv, Herzliya, and even Givatayim may also be affected, as buyers begin to question why they’re paying more for homes with less access to the beach.

Some industry players remain skeptical. They note that Gindi’s plots are in the eastern section of the district, further from the water and central Tel Aviv, potentially justifying the discount. And some argue the campaign is simply designed to generate attention and urgency, with only a handful of units truly available at the lowest price.

What It Means for Overseas Buyers

If you’ve been watching the Tel Aviv market from afar and feeling priced out, this may be your opening. Yes, occupancy is still 6–7 years away. Yes, some of the lowest-priced units may sell out quickly. But for English-speaking buyers who want a luxury home by the beach in Israel’s most dynamic city, this project, and the pricing shake-up it could spark, is worth serious attention.

Moreover, Gindi’s move reflects a broader trend: Israel’s government is under pressure to lower housing costs, and recent tender releases, including at Sde Dov, are starting to do just that. If this signals a new era of more affordable high-end housing, early buyers could benefit from significant future appreciation.

The Shift We’ve Been Waiting For?

Gindi’s move in Sde Dov is potentially disruptive and even transformative. Whether it’s a marketing stunt or a genuine market reset, it’s already reshaping the conversation around real estate in Tel Aviv. If you’re interested in this development or anything else in Israel, we can help you move forward — even from abroad. We’ll walk you through the entire process, start to finish, with trusted guidance on the ground at every step of the way. Contact us here.