If you’ve made the decision to sell, the key to success isn’t waiting for the perfect moment, it’s about pricing and positioning your property competitively for the market we’re in today.
A few years ago, sellers could list their apartments at ambitious prices, wait a few months, and the market often caught up. Prices were climbing so rapidly that patience alone could yield a higher offer. That era is over.
In Tel Aviv and across much of central Israel, prices have plateaued. While unique or luxury properties can still command premium values, the broader market is seeing more supply and fewer active buyers. When there’s more inventory and less demand, standing out becomes critical.
If two similar apartments are priced the same, but only one buyer is in the market, someone is going to lose. The property that will get more attention is the one priced slightly under the competition. And not because it’s worth less, but because it captures more of the buyer pool and creates momentum. In a buyer’s market, that small edge can be the difference between a property selling and sitting.
Today’s buyer is smarter than ever
Today’s buyer is far from naive. Whether guided by a realtor or doing their own research, buyers have far more access to information than they did in the past. They compare multiple listings, track how long properties have been on the market, and often won’t jump on the first opportunity that appeals to them. In other words, they come prepared.
This also means unrealistic pricing gets exposed quickly. If an owner lists a property that’s similar to three others in the neighborhood but priced 20% higher, there is virtually zero chance they’ll achieve that number, and in most cases, they won’t generate meaningful interest at all. Buyers simply won’t waste their time on a listing that doesn’t align with market reality.
That’s why being priced competitively isn’t just important - it’s essential. Properties that are overpriced simply don’t sell. I’ve seen it countless times: owners say, “Let’s just try at this price,” and three or four months later, the property is still sitting on the market.
Worse yet, when a property sits for too long, it starts to lose perceived value. People notice how long it’s been listed, and suddenly the narrative shifts. Buyers and agents start saying, “It’s been sitting forever, they must be desperate for offers”. Whether that’s true or not, it opens the door to lowball offers and damages your negotiating power.
Pricing strategy: the difference between waiting and selling
Which bring me to my next point: the worst thing for a property is to sit on the market with no showings. From my experience, assuming the marketing is strong and visible across all major channels, a lack of showings almost always points to one issue: the price is too high.
Sellers sometimes forget the role of the realtor. We aren’t magicians, we can’t conjure up a buyer willing to pay at any price an owner dreams of. I often hear the phrase, “You only need one.” While technically true, that’s not a strategy. You don’t sell a property by waiting for the one mythical buyer to come knocking at your door, and I’ll let you in on a secret – 99% of the time “the one” never arrives. You sell by creating enough interest that multiple buyers engage and offers start to come in.
Here’s a small insider tip: lets say your property is worth 5 million NIS but you list it at 5.9 million, buyers searching up to 5.5 million won’t even see it in their filters. You’ve automatically eliminated your core audience before the conversation even starts. Price it at 5.5, and suddenly you’re visible to buyers searching from 5–5.5 million, and those looking slightly above. That’s how you maximize exposure and increase traffic.
In today’s market, you must price competitively to sell. If you’re not in a rush and want to “play the market,” this may not be the right moment. If you are ready to sell, the right time is now.
Selling to buy: not necessarily means more money in your pocket
Many homeowners who plan to sell in order to buy something else often tell me, “I’ll wait for the market to rise before I sell.” But here’s what most people overlook: in most cases, the delta between what you sell for and what you buy for stays roughly the same.
When the market is hot, yes, you’ll sell for more, but you’ll also buy for more. When the market is soft, you’ll sell for less, but you’ll buy for less. From a financial standpoint, it often balances out.
And while there’s been a market correction, even through a seven-front war, prices in Israel haven’t crashed but rather they’ve simply adjusted. That in itself speaks volumes about the resilience of the real estate market here.
Of course, at some point demand will return, as it always does. But anyone claiming to know exactly when that will happen is guessing at best or possesses mystical powers they’re not sharing. Yes, interest rate reductions will help when they arrive, but until then, the principle remains: if you’re currently in a position to sell, and it fits your circumstances, then now is the time.
Market timing: selling now vs. waiting
Many sellers say, “I’ll wait until after the war,” or “I’ll sell when the market heats up.” The reality? As time passes, its logical to think the market will heat up or recover when the war is over and Israel enters into an era of strength and peace, but don’t assume that means you will get more for your property. The environment in terms of supply is set to change dramatically in the coming months and years.
Like in many parts of Israel, Tel Aviv and its surroundings are enduring a significant wave of new construction developments set to hit the market over the next 12–24 months. Once these projects are completed and handed over, you’ll be competing with a flood of brand-new, move-in-ready apartments which are the kind of properties many buyers prefer over older buildings.
If your home isn’t newly renovated or in a modern development, selling now means less competition and more leverage. Waiting might mean entering a more crowded market later with objectively more attractive options available to the consumer.
Presentation and professionals matter more than ever
In slower markets, attention to the small details play a big role. Fresh paint and touch up fixes around the property, decluttering, good lighting, and professional photography can make a huge difference. The more inviting the space, the faster people will show interest, and in turn more offers coming in. But presentation doesn’t stop at the front door. The entrance of the building and common areas play a huge role in shaping a buyer’s psychology. If the lobby is dirty, the stairwell is unkept, or the garden looks neglected, it immediately reduces the perceived value of the apartment, even if the interior is stunning. Hiring a property management company to start doing weekly or monthly upkeep in and around the premises can significantly elevate first impressions and go a long way toward achieving the price you want.
As someone who speaks daily with both buyers and sellers, deciding when to sell comes down to clarity, not headlines. And while we can all speculate, no one really knows where we will be in the next 6 months or a year. So if you’re ready financially, emotionally, and logistically, then now is a good time. The buyers who are in the market today are serious, and with the right pricing and strategy you can give your property the exposure it needs to attract them. However, you’re hoping to test the market or hold out for a perfect number, you’re likely to be disappointed. Waiting doesn’t always translate to more profit, and sometimes, it just means more competition.
Noah Sander is a Canadian-born real estate agent based in Tel Aviv, specializing in helping international buyers and new olim navigate the Israeli property market. For inquiries: [email protected], his brokerage: Daon Group Real Estate