In Israel in 2025, the major question surrounding the real estate sector is no longer just how many additional apartments have been built, but how people actually live in them. In a recent discussion held during the “Building the Country” conference by Real Estate Media in Tel Aviv, attended by municipal leaders and senior executives in the finance sector, the need for balance emerged repeatedly: between new towers and green fields, between rapid development and community services, and between economic numbers and the people living within the cities. The women leading the conversation placed quality of life at the center and demonstrated how a female perspective changes priorities in the industry.
Despite differences in roles and challenges, they all emphasized one message: success should not be measured solely by the number of towers built, but by the experience of residents living beneath them - from parking near the kindergarten to green parks.
Dafna Rabinovich, head of the Shoham Council, put it sharply: "Women see public space differently. If there is no parking in the morning to drop off your child at kindergarten, it affects life no less than adding another building. We invest in shading, street furniture, and community initiatives because that is how you create a sense of belonging."
Yael Perry, marketing VP of the Mivne Group, presented a field example: "In Tzur Yitzhak, we didn’t just build another real estate project - we created a community. Families found not only an apartment there, but also a place to raise children together. To me, that is the true value."
Liat Shochat, mayor of Or Yehuda, used a personal metaphor: "I feel like a mother at a parent-teacher meeting - for years, people said the city was cute but not fulfilling its potential. Now it is finally thriving." She explained how the municipality chose models that minimize disruption for residents: "We prefer build-and-relocate over relocate-and-build so that veteran residents do not have to leave the city."
Keren Green, head of Kadima-Zoran Council, connected housing with agriculture: "A third of Israel’s strawberries grow here. Construction needs to be sensible - not adding thousands of apartments without transport and jobs, and not erasing the green fields that sustain us."
A Delicate Balance Against the Economy
From the financial side, Sharon Ben Yehuda, a senior executive at Mizrahi Tefahot, pointed to the complex reality: "An average of nearly 170 salaries is needed to repay a mortgage - this is the most significant financial decision in a family’s life. Therefore, it is important to tailor the right solution to each family, and not just look at market prices."
Dikla Persico, CEO of Acro Urban Renewal, warned about planning obstacles: "The big problem is prolonged processes. You can’t expect a family to understand why a key to an apartment will arrive only a decade later. Decisions must be bolder and faster."
Hani Horowitz, owner and CEO of the Horowitz Group, chose to emphasize the management perspective: "I don’t believe in the word crisis - it’s a challenge. Women know how to take any challenge and turn it into an opportunity. This is true in business and also in the community."