In light of the shifts in the Egyptian real estate market since the beginning of 2025—primarily driven by a slowdown in sales due to decreased purchasing power—many companies have moved toward offering long-term payment plans extending up to 12 and 15 years to stimulate demand. However, Tatweer Misr has adopted a different strategy, focusing on studying market trends, consumer behavior, and analyzing the factors influencing purchasing decisions to provide more integrated and sustainable solutions.
Over the past five months, Tatweer Misr conducted an in-depth market study to better understand clients’ needs and the challenges they face. The findings revealed that the market required a new model that goes beyond traditional payment plans, offering a flexible, intelligent response that aligns with current changes while serving the interests of all stakeholders, including clients, developers, contractors, and brokers.
Based on this integrated vision, Tatweer Misr has launched the REACH Program, an innovative and integrated solution that includes a comprehensive financial program designed to offer flexible payment options to meet the needs of various consumer segments. The program not only provides a range of payment plans but also serves as a strategic tool aimed at enhancing client relationships and supporting the sustainability and growth of the company’s projects.
Strategic Value Behind the REACH Program
In this context, Karim Radwan, Chief Commercial Officer at Tatweer Misr, stated that the REACH Program is a strategic model built on a deep understanding of market shifts and consumer needs. It guarantees that customer needs are met through flexible payment plans ranging from 5 to 15 years, tailored to the financial capacity and individual circumstances of clients. The program also aims to stimulate sales and boost profitability by alleviating purchasing barriers and expanding the potential customer base.
Additionally, the program ensures the continuity of the developer’s cash flow, completing projects on time without impacting the delivery schedule, and strengthens partnerships by building sustainable relationships with strategic partners, such as contractors and real estate brokers.
Furthermore, Radwan emphasized that the program offers a variety of payment options, allowing each client to choose a plan that best suits their needs. It serves a wide range of clients, whether they are looking for their first home, a second vacation home, or real estate investment opportunities. The program supports the interests of all stakeholders, including clients, developers, and brokers.
REACH: More Than Just a Sales Tool
Radwan emphasized that the REACH Program is more than just a sales tool; it represents a new communication experience with clients, built on trust and mutual understanding. It fosters deeper, more loyal relationships with the Tatweer Misr brand. The REACH Program is a practical embodiment of Tatweer Misr’s vision, which emphasizes innovation and focuses on the real, evolving needs of clients.
Through REACH, Tatweer Misr reaffirms its commitment to offering integrated solutions that go beyond the traditional buying and selling model, reinforcing its position as a leading real estate company with a forward-looking vision capable of responding intelligently and flexibly to market changes.
For his part, Dr. Ahmed Shalaby, President and CEO of Tatweer Misr, stated that the REACH program reflects the company’s strength as well as its financial and technical solvency. Not all companies have the capacity to implement a model of this magnitude and complexity, which requires specific controls.
He explained that the program’s sales mechanisms were designed with different ratios that ensure balanced cash flows overall. He added that the program is based on real-world experiences; 40% of the company’s sales during the first quarter of 2025 were conducted under five-year payment plans, reflecting REACH’s alignment with genuine customer needs.