Aura Launches Discounted Housing Sale with 'Haver' Club to Boost 2026 Unit Sales

Aura, led by controlling shareholder Yaakov Atrachchi who holds 47.1%, has set a target to sell 1,200 housing units in 2026 after reporting 291 sales in the first half of the year. To accelerate sales, the company has partnered with the "Haver" consumer club to offer nearly 800 units across five projects in Hadera, Ramat Hasharon, Ramat Chen in Ramat Gan, Kiryat Ono, and Ofakim. The offer includes discounted prices, favorable financing terms of 15% down payment and 85% upon occupancy, and exemption from indexation payments, available to club members who register within two weeks.

Aura's half-year sales fell about 6% compared to the same period in 2025, with 291 units sold versus 309, continuing a trend from 2025 when it sold 1,036 units against a 1,300-unit target. Sales in key projects remain slow; for example, in the Hadera Resco project, only 151 of 430 units were sold by June, with just eight sold since the start of the year. In Ramat Hasharon, Ramat Chen, and Kiryat Ono, only five units were sold in total during the first half, out of roughly 370 units still available.

Atractchi explained that previous sales campaigns targeted security personnel and retirees, and this new campaign expands options in location, pricing, and delivery timelines. He expressed confidence in Aura's profitability and low leverage compared to peers, despite a challenging market over the past 18 months. He anticipates a market shift with another interest rate cut potentially prompting more buyers to prefer purchasing over renting, given rising rental costs.

Looking ahead, Atrachchi expects stronger sales in the second half of the year, aiming for 1,000 units sold by year-end through upcoming pre-sales and the current campaign. He reported satisfaction with sales pace in the "Haver" projects, noting significant sales percentages in Hadera and Kiryat Ono with ample time before occupancy. Regarding financing risks, he emphasized the financial strength and commitment of the target buyers, mostly purchasing for personal use, with strict down payment requirements and penalties for cancellations, resulting in very few deal cancellations in recent years.