Preshkovsky Launches Digital Real Estate Auction With 15 Million Shekel Marketing Campaign

Preshkovsky announced a new digital real estate auction starting August 9, lasting 72 hours, allowing participants to submit up to three bids for new apartments across multiple projects nationwide. Each apartment has a predetermined minimum price, with the highest bid above that threshold winning. Participation requires a 25,000 shekel bank guarantee, permitting up to three bids per guarantee but only one apartment purchase per winner. Minimum prices are set at least 10% below the standard price list, with examples including a 3-room apartment at 5.2 million shekels in Tel Aviv's HaGaDa project, 3.12 million in Herzliya's Galil Yam, and 1.98 million in Haifa's Moradot Lincoln. All bids remain confidential, and winners must sign purchase agreements within 14 business days. The auction is supervised by law firm Fischer (FBC & Co.) and accounting firm Baker Tilly Israel.

Preshkovsky plans to invest approximately 15 million shekels in a promotional campaign featuring Eli Finish, managed by the advertising agency Glickman Shamir Samsonov. Separately, the Tel Aviv District Planning Committee approved a plan to convert 46,000 square meters of office space in the BIG Galilot complex into a 50-story mixed-use tower with senior housing and offices, maintaining separate facilities and parking for each use.

Additionally, a plan to double Sheba Medical Center's capacity to 3,300 beds by 2045 was advanced, including expanded treatment, research, and teaching areas, and integration with upcoming metro and light rail stations. The plan also formalizes existing helicopter landing pads and allows for two additional pads.

A reform to shorten the objection process for Israel Land Authority property valuations came into effect, reducing the timeline from over two years to under one year by consolidating appeal stages and establishing ten regional appeal committees nationwide.