Summary
News that hundreds of thousands of families in Istanbul have been waiting for years arrived today: under the Century Housing Project, the beneficiaries of 100,000 homes have officially been determined. This is not merely a list announcement; it marks the beginning of a new era in the city's housing memory. TOKİ has firmly placed itself at the center of both urban transformation and social housing policy with this massive-scale project. The question is no longer just how many homes will be built, but to whom, how, and under what conditions these homes will be delivered. The clarification of the beneficiary process has become a reference point not only for waiting citizens but for the rest of the sector too, because every step TOKİ takes directly affects pricing and supply expectations in the private sector.
Details
Alongside this big picture, every link in the chain from the project to consultancy told its own story today, each in its own way. Emlak Konut Gayrimenkul Yatırım Ortaklığı continues to be the most visible name on the institutional side with its tenders and high sales revenues, while its simpler brand Emlak Konut also took its place on the same stage with new project announcements and tender processes. By complementing each other, the two brands have achieved a nearly monopolistic visibility in housing development. On the digital side, Hepsiemlak highlighted its claim to transform property search into an AI-supported experience with HepsiAI Akıllı Arama, and this step became a sign of the platform's effort to move beyond being just a listing pool and become a technology company. A contribution from the finance world also drew attention: TSKB's “2026 First Half Housing Market” research strengthened the ground for discussions by presenting concrete figures about the sector. On the project side, Mesa offered home buyers a new alternative with the introduction of the Yenikent project, while Zeray managed to catch the attention of middle-income groups in particular with its autumn campaign and flexible financing model. The “record” emphasis in the campaign laid bare the brand's appetite for sales. Emlakjet strengthened its position as one of the sources to which price trackers turn with its property value report for September. Sinpaş brought its brand back to the agenda with current content on the media page of its Reserve project, while Zingat continued to be mentioned among the indispensables of real estate guides with its established identity as a comparison platform.
- 1News that hundreds of thousands of families in Istanbul have been waiting for years arrived today: under the Century Housing Project, the beneficiaries of 100,000 homes have officially been determined.
- 2A contribution from the finance world also drew attention: TSKB's “2026 First Half Housing Market” research strengthened the ground for discussions by presenting concrete figures about the sector.
- 3This is not merely a list announcement; it marks the beginning of a new era in the city's housing memory.
- 4TOKİ has firmly placed itself at the center of both urban transformation and social housing policy with this massive-scale project.
- 5The question is no longer just how many homes will be built, but to whom, how, and under what conditions these homes will be delivered.
Conclusion
When all this comes together, the picture is clear: large-scale public projects and the agile campaign and technology moves of the private sector are on stage at the same time. While TOKİ's beneficiary process shows the reassuring face of the public side, Emlak Konut brands represent institutional production power, and players like Mesa and Zeray represent the marketing reflex that reaches consumers directly. The technology- and data-driven moves of digital platforms such as Hepsiemlak and Emlakjet show that the sector now competes not only through bricks but also through access to information. In short, today's real estate agenda presents a multi-layered sector portrait in which housing supply is expanding with large projects, financing and marketing are diversifying, and digitalization is fundamentally changing the search experience.