Boni HaTichon, controlled by Ami Peretz, sold 72 apartments in less than a week at its LEV Rehovot project, for about NIS 183 million. The sales were made during the project’s presale stage through a partnership with Maami, the consumer club founded by television personality Maayan Adam, marking Maami’s first entry into Israeli real estate.
After the strong demand, Adam and Boni HaTichon agreed to extend the collaboration strategically across additional company projects. The project is in the Kiryat Moshe neighborhood of Rehovot, which is undergoing one of Israel’s largest urban renewal efforts, with plans for more than 10,000 new housing units, plus public spaces, parks, schools and new transport infrastructure.
LEV Rehovot will replace six old buildings containing 96 apartments. In their place, Boni HaTichon plans four 21-story residential towers with 429 apartments. The company said it has received in-principle approval for bank financing, and it expects construction to begin in the second half of 2026.
Sivan Peretz, the company’s vice president for marketing and sales, said difficult market conditions require more creativity in the value offered to buyers. She said the partnership worked because it combined a strong purchase opportunity, certainty in the terms, and Adam’s ability to speak directly and credibly to her community. Maayan Adam said Maami was created to build a new kind of consumer trust, and that real estate is such a major life decision that the club wants to help customers check, analyze, negotiate and receive certainty and security. She said buyers felt that Boni HaTichon was a real partner that respected their money, time and dreams.
