Last week, shared on Facebook mayor of Lod, Yair Revivo, his excitement advertising sign Aura Project in Ben Shemen. "Finishing a meeting today in Tel Aviv and marketing across remote landscapes prestigious neighborhood of Ben Shemen. It's going to be one of Israel's most prestigious neighborhoods, with a huge park, a lake, a forest and connecting educational institutions are among the best there is," wrote Revivo.
Comments on divided unevenly. A small portion applauded Revivo , the second part was surprised that three-room apartment in the project will cost 1.4 million, a price that gives solution for young couples, and more expensive prices the city accepted a small apartment. The third group of responders referred to another matter. "What is it in Lod? We saw the sign and did not say anywhere that it is here. Again hide the name of the city".
Project Aura Ben Shemen won its launch slogan "The secret of Dan". In terms of some of the residents of Lod comes slogan repeated too many times since the 90s. "Time after time, the developers were trying to sell the neighborhoods of Lod without mentioning the name of the city," say residents of Lod. "It's not new."
The first market project in Lod without mentioning the name of the city was Appel through a real estate company tower glow. The company bought land in the eastern part of the Lod - across Route 40 and near Pardes Snir neighborhood of the railway - and branded the place named Ganei Aviv. The project was marketed as " a new center of Gush Dan. "marketing land, implicating later Apple and the mayor of Lod former Benny Regev, the case of bribes - was successful. But the neighborhood was built instead was unable to get up or wake the city. the same thing happened in the gardens forest, Although it is east of the city.
In recent years the building boom returns to Lod. Agricultural land rezoned from a nearby moshav annexed to Lod and continued her units. As in the past, also Ahisemech Some of the projects were marketed without reference to its town belonged to the territories. In May 2017 signed an agreement roof of the Ministry of Housing, Ministry of Finance and the Municipality of Lod in the amount of 6.9 billion. The agreement should add 17 thousand housing units in Lod, 14 thousand of them in new neighborhoods. Some of these neighborhoods are positioned on agricultural land to be added to the city seats Oil and Nir Ben-Zvi.
Savyon, Or Yehuda area
Farmland center are desired goal of mayors who want to expand the city and change its image a bit. New neighborhood brings with it new infrastructure, public buildings and perhaps a greater population - will improve the city and its image. But the entrepreneurs who get land for building sometimes break your head - how to market a project in place that arouses prejudice.
One example of this is the Or Yehuda , which boasts as the "center of the center. 20 years ago, when the city wanted to attract more established population, she used the name of a neighborhood Neve Savyon. While the prestigious community of Savyon across the street, but at least the aroma remains behalf.
Neve Doron is a new neighborhood of Ramla West, and build her a few companies, including PRASHKOVSKY marketing it only Place. "This land acquired from the seat Neve Doron," says Haim Karadi, CEO PRASHKOVSKY. "Seat thawed 20% of his land, and annexed to Ramle. That is why the neighborhood called Neve Doron, but is part of Ramle West. We do not hide the name of the city, but proud of her, and marketing of the project was very successful and we sold everything. We are working on several projects such as the city of successful project, which also we acquired the lands annexed to Ramle successful. "
Successful project, dubbed Artists Colony, located on Highway 431. Neve Doron is located near the new Highway 200, which is supposed to connect the eastern lowland center and shorten time. Even the marketing of new neighborhoods in Lod is based on the construction of the road. In both cases, the seats Defrost 20% of their agricultural land to be meant for construction. This is part of the Supreme Court of the land of the eastern arch, set by the 2002 restrictions on the sale of agricultural land for construction - limits led to a series of projects, but also stop the other projects.
Project's Facebook page was interviewed Carmi generous young families have already moved into the neighborhood, but without mentioning the name of the city where it is located - Kiryat Malachi
A sign advertising the Notes. Small town, perfect for families, Route 2 to Route 4 - in other words, a neighborhood in Or Akiva without credit
No neighborhood - a small town
Or Yehuda, Lod and Ramle are in the main cities. Marketing places in the margins is a much harder task. The challenge is illustrated in Kiryat Malachi. Small town near the intersection Castina supposed to double in the coming years, and one of the largest built new neighborhoods there is a generous vineyards. The main promoters neighborhood and slate are Rothstein International.
Carmi generous markets largely national-religious public. The company's publications mention the name of Kiryat Malachi, but not always. The project's Facebook page was interviewed young families have already moved into the neighborhood, and praise the place: "locality is a city, but feels like a community." The interviewees talk about proximity to Ashdod, center and junction Castina - but without mentioning the name of the city. Other publications also reported that the promoters adjacent neighborhood in Kiryat Malachi, Kfar Warburg and Be'er Tuvia, being built on private land.
A similar experience occurs in the project Notes. The Notes planned Caesarea Development Fund, and the land on which it is going to be created are located between Route 2 to Route 4 and associated Akiva. Or Akiva refers to the neighborhood, which are supposed to build 3,480 housing units, a neighborhood that will change the city's image. However, initial aggressive marketing, great success, related notes as a small town between Or Akiva and Caesarea - Caesarea name credited as highlighted in marketing.
The tendency to disguise the place name is not reserved only for entrepreneurs. Two years ago asked Israel Lands Authority (Rm"i) market neighborhood of Ramat Beit Shemesh E, intended for the public secular and national religious, and contractors wishing to build a neighborhood where a planned high-density construction. But to not have a link to the Sun, marketing project under the name Nave Shamir. was specified from between Jerusalem and Tel Aviv, on Highway 38 that leads to the sun - but without the name of the city Haredization.
Ultimately, the camouflage attempt failed, and many of the apartments market Haredi population. Justice Department recently approved the program of the mayor of Beit Shemesh, Alice Bloch, converting the draw for the occupant price - so the ultra-Orthodox apartment in Neve Shamir who could convert it to an apartment in Ramat Beit Shemesh D - designed for ultra-Orthodox population.
When Rm"i marketed neighborhood in Beit Shemesh Haredi audiences are put off by the image of the city - was published under the name Oasis project Shamir, and stated only that he was from Jerusalem to Tel Aviv
Aura's marketing boards Ben Shemen. Despite the name, the neighborhood is located in Lod Ofer Vaknin
Sales away from the project office
Ben Shemen also should attract quality Lod. That's why Lod municipality has chosen to use the name "Ben Shemen" As part of the branding of the new neighborhood, which are supposed to build 4,500 housing units. The neighborhood will include an amphitheater, an ecological lake, walking trails and cycling, as well as educational institutions, commercial and employment. They first looked at project constructed aura.
Last January, the company acquired, which is controlled by Jacob Atrakji, lots of Cooperative Societies become part of the Ben Shemen Ben Shemen scenic neighborhood in West Lod. Two weeks ago the company began initial marketing campaign, a project should include about 500 residential units and has decided to withdraw interested in using the smokescreen about the exact location and prices, which are considered high compared with the rest of Lod.
The location of the project sales office reflected the contrast. Initially the developers were trying to find a place to establish Moshav Ben Shemen office, but refused to seat. Now there is a selling point the employment area Airport City, which is near Ben Gurion Airport, far from the project. Company sources claim that the reason is purely technical, because of the construction project has not yet begun.
The prices of the apartments scares currently the oldest residents of Lod, seem low for company personnel. They argue that in two years, when the project is underway, and construction on Route 200 progresses, prices will continue to rise.
"Aura Aura Project is proud to Ben Shemen," the company said. "Since its launch two weeks ago, the project was a huge success and homebuyers come from all regions of the country. All publications we mention the name of the neighborhood: views of Ben Shemen, a name given to it by the Municipality of Lod. All the customers know the company that it is a land of Moshav Ben oil purchased by now the seat, and that these areas moved to the jurisdiction of Lod. the company operates in cooperation and mutual respect with the Municipality of Lod. "