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f you can't attract enough cus-
tomers locally, one solution is
to try to woo the internation-
al community.
And this is just the tactic An-
zata is employing as it gears up
for its Israeli real estate invest-
ment fair, which will take place
in Manhattan at the end of No-
vember.
The more than 30 Israeli real
estate developers participating in
the exhibition intend to market
between 130 and 150 projects to
potential U.S. investors interest-
ed in owning a second home in Is-
rael.
Anzata International, which
has been organizing Israel-only
exhibitions for four years, is or-
ganizing the fair. This is the first
time the company is organizing a
real estate event.
Until now, relatively few Israeli
companies participated in real-es-
tate exhibitions overseas and
those that did concentrated main-
ly on marketing very exclusive de-
velopments. Because of the
slowdown in the Israel real estate
market, the exhibitors now intend
to offer a range of projects, from
the popular to the most presti-
gious.
Information on exclusive apart-
ments in large towns as well as
vacation apartments in hotel pro-
jects near the sea will also be pre-
sented.
For the wealthy retirement-age
population, vacation apartments
and exclusive senior citizens'
homes in towns with an Anglo-
Saxon character will be offered.
And exhibitors will aim try to woo
expatriate Israelis ki 1:k home by
advertising new homes in the Ris-
hon Lezion, Sharon, Ashdod and
Tel Aviv areas.
'There will be a scale of
projects ranging from
$200,000-$300,000 per
apartment to $800,000-$1
million. We have a little of
everything," says Uri
Knoller international mar-
keting manager of Anzata.
Unlike previous exhibi-
tions, this fair, whose spon-
sors include the Israeli
Ministry of Housing, the
Association of Contractors,
Israel Bonds, the Jewish
Week and the New York
Yediot Aharonot, will be
held under the auspices of
the Israeli government.
Deputy Minister of Hous-
ing Rabbi Meir Porush will
be the guest speaker at the
fair's opening ceremony.
Mr. Knoller claims that
real estate exhibitions
overseas were not success-
ful in the past because of the par-
ticipants' failure to maintain
relationships with potential cus-
tomers after the exhibition, as
well as bad timing.
"There wasn't continuity to ex-
hibitions. People met developers
but nobody contacted them after
the fair. The law in New York for-
bids developers from selling at ex
hibitions. They can only supply
information and therefore will
only profit from the exhibition if
these people come to Israel with-
in an appropriate time," says Mr.
-
Knoller.
Emphasizing that you don't
buy an apartment on the spot, Mr.
Knoller says the timing of the ex-
hibition two to three weeks before
Chanukah and Christmas is not
a coincidence. He says this will
give potential buyers sufficient
time to consider the projects and
collect information in anticipation
of a visit to Israel during the
Chanukah and Christmas vaca-
tions.
Potential buyers can already
receive information. Anzata has
developed a special Internet site
(www.aquanet.co.i1/ anzata),
which features the various com-
panies and projects, and has
also set up an information phone
line.
Anzata expects between 8,000
and 10,000 people to attend. So
far, 65,000 personal invitations
have been mailed to potential
clients in the New York metro-
politan region. Likewise, invi-
tations will be sent through the
Israel-American Chamber of
Commerce to the Jewish busi-
ness public and invitations will
also be mailed to about 200 syn-
agogues. ❑