Conquering Real Estate with G. Yafit
A new venture promises discounts of tens and even hundreds of thousands of shekels on new apartments, mortgages, and home products.
At its head stands businesswoman Yafit Greenberg. Will she succeed where Kahlon failed?
After advertising and Steimatzky, G. Yafit is entering the housing market. “I believe that the power of consumers together can lower prices. Absolutely. It starts with people telling me, ‘You have connections. Can you arrange something for us?’ But individually, people don’t manage to reduce prices. Together, when they unite, they achieve results,” she says.
How will the new venture work? There is a website called Groupies.Home, open to everyone. There, you can buy an apartment or anything related to one. Yafit reveals that this isn’t her first time in real estate, but it is her first major move in the field.
And where’s her profit? “We will earn only when transactions are made, and only from the sellers — contractors and service providers. Our customers don’t pay anything. We are not brokers.”
Yafit explains that she organizes groups. “If I have a group that wants apartments, say, in Rehovot, then we go to Rehovot, check what’s available, and with that we negotiate to get the best possible deal.”