Alternative headline options

•  From 1999 to a Landmark Project in Pardes Hanna: How Barel Properties Identifies Real Estate Opportunities

•  Could This Be One of the Most Compelling Opportunities for Investors in the Pardes Hanna Area?

For more than a decade, one company has recognised the urban-renewal potential of Pardes Hanna. After years of working with homeowners, local authorities and project partners, the Derech LaMerhav development is moving towards construction – showing how local knowledge, entrepreneurial vision and persistence can turn a real estate ambition into reality.

For years, urban renewal in Israel was seen largely as a feature of the country’s central cities: densely built neighbourhoods, expensive land and strong demand made demolition-and-redevelopment projects financially viable. More than a decade ago, however, Barel Properties saw a broader picture.

Established in 1999, the company has an in-depth understanding of Pardes Hanna–Karkur, Zikhron Ya’akov and the surrounding area. It anticipated that urban renewal would eventually extend beyond the Tel Aviv metropolitan area—and that these emerging locations could create compelling opportunities for homeowners, buyers and investors alike.

One of the clearest expressions of that outlook is the Derech LaMerhav urban-renewal project in Pardes Hanna. What began as a vision many considered overly ambitious has, over the years, navigated complex planning procedures, extensive engagement with homeowners and the authorities, and several changes in local leadership. Today, with residents relocated and a demolition order issued for the existing buildings, the project is moving into delivery.

“When we first began advancing the project, almost no one believed it would happen,” says Amir Bremli, founder of Barel Properties. “We believed this form of urban renewal should—and could—reach communities beyond Israel’s central region, and we saw exceptional potential in Pardes Hanna. Several council heads changed along the way, and each time we effectively had to begin again: explain the vision and bring every stakeholder on board. We kept going because we believed in the path we had chosen, in the place and, above all, in the people.”

Recognising an Opportunity—and Helping to Create It

In real estate, much is made of spotting an area before it becomes sought-after. In the case of the Derech LaMerhav neighbourhood in Pardes Hanna, Barel Properties did more than recognise the potential: it became an active partner in the process that transformed that potential into a tangible opportunity.

Working with an urban-renewal company, Barel helped initiate the redevelopment, secure the homeowners’ participation, bring together the professional teams and project partners, engage with the planning authorities and local council, advance the statutory planning scheme, and move the project towards construction.

The process took more than a decade. It required not only commercial and planning expertise, but also the ability to bridge competing interests, build trust and keep the initiative moving through changes, objections and the challenges that arose along the way.

“We chose to support the homeowners on a personal, almost family level first—and only then on a commercial level,” Bremli says. “In projects like these, a plan on paper is not enough. You need to know the people, understand their concerns, work transparently and guide them throughout the process. Renewal may begin with buildings, but its success depends on relationships and the trust built with residents.”

Why Pardes Hanna Was No Coincidence

In recent years, the town has undergone a significant transformation, becoming an increasingly sought-after destination for young people, families and anyone looking for a higher quality of life away from the density of central Israel.

Alongside its strong local identity and community spirit, Pardes Hanna offers a growing cultural and culinary scene, green open spaces, proximity to beaches and nature reserves, and convenient access to major transport routes. The combination of a distinctive character and rapid development is drawing new residents and generating demand for modern, high-quality homes.

For investors, an area in the midst of change can be particularly interesting. On one hand, Pardes Hanna is an established community with services, commerce and a clear identity. On the other, urban renewal, infrastructure improvements and new construction could reshape the living environment-and its appeal over time.

“Pardes Hanna is a vibrant town, with an attractive location and a quality of life that is difficult to find elsewhere,” Bremli notes. “We saw the change taking place and understood the area’s long-term potential. To us, a sound investment decision does not begin and end with the property’s price. It starts with a deep understanding of the place, its planning context, its population and the direction in which the area is moving.”

Derech LaMerhav Moves Towards Delivery

Under the plan, 28 existing homes are to be demolished and replaced by 124 new apartments in two 16-storey buildings above commercial space. The proposed mix also includes smaller apartments, potentially suited to young couples, families taking their first steps on the property ladder, and investors seeking a new home in a developing area.

The development is expected to bring modern construction, protected safe rooms, new infrastructure, lifts, balconies, parking and thoughtfully planned communal areas. The architectural scheme was prepared by Canaan Shenhav Architects in collaboration with Bama Architects, while Grofit was selected through a tender process as the developer responsible for delivery.

For Barel Properties, which is currently marketing apartments in the development, Derech LaMerhav is far more than another project in its portfolio. It embodies the company’s ability to accompany a real estate initiative from the moment it is still an idea to the point at which it becomes a physical reality.

A Firm with Character-and a Reputation

Barel Properties was founded in 1999 by Amir Bremli and today operates from two branches in partnership with attorney Joseph Vizel. Over the years, the firm has been involved in marketing and selling developments across the region, including projects in Tivon, Shfeya and Wine Park. Its activity is now expanding into the northern United States and Europe.

The company is keen to stress, however, that the label “real estate agency” does not capture the full scope of its work. In addition to marketing and selling properties, Barel gives clients access to a professional support network encompassing valuation insights, architectural and engineering expertise, mediation, familiarity with statutory planning schemes, and guidance through development processes.

For an investor, that breadth of support can be significant. A property decision is based on more than the apartment’s appearance or entry price. Its planning status, the character of its surroundings, future plans, construction quality, and a clear understanding of both risk and long-term potential all matter.

“We do not simply want to present a property and close a deal,” Bremli explains. “Our aim is to give clients the broadest possible picture and bring together all the knowledge they need to make an informed decision. After 27 years in the market, our experience, long-standing teams and familiarity with the region allow us to guide clients with confidence and a strong sense of responsibility.”

Where Local Experience Meets Innovation

Alongside its long track record and detailed knowledge of the local market, Barel Properties is investing in technology designed to improve the buyer’s decision-making process. The company has launched an AI-powered feature on its website that allows users to upload or work with property photographs and visualise how a home could look in different interior-design styles.

Buyers can therefore look beyond an apartment’s current condition and form a more vivid impression of how it might be adapted to their needs, tastes and lifestyle. For Barel, this is a natural extension of the belief that effective real estate guidance should combine professional knowledge, personal experience and up-to-date technology.

Seeing the Potential Before It Becomes Obvious

The story of Derech LaMerhav shows how a real estate vision takes shape over time. It begins with recognising the potential of a place, but bringing it to life demands years of work, perseverance, professional knowledge and the ability to connect people, authorities and partners.

Barel Properties invites investors and prospective buyers to discover the development and receive information about available apartments, the unit mix, pricing and pre-sale terms.