Demand for energy-efficient homes is real and growing

This interview was first published in Property Forum's annual listing of "The 50 most influential people in Romania's real estate market”.

How did The Concept perform in terms of residential sales last year, and what are your core objectives for 2026?

For The Concept, 2025 was a strong year. In a market shaped by uncertainty, developers became far more selective about the partners they work with and increasingly looked for sales structures capable of delivering clarity, predictability, and disciplined execution. For us, this translated into significant growth compared to the previous year, not only in terms of results, but also in the quality of our relationships with clients and partners.

In 2026, our objective is to continue growing in a controlled manner within the residential sector, both through a higher transaction volume and by expanding our collaborations with projects designed for long-term living, not just for rapid market absorption. We are targeting a turnover of approximately €5 million, a 50% increase in the number of clients served, and exceeding the threshold of €500 million in available portfolio under management. We work with developers who understand that a project's success is not defined solely by its sales pace, but also by the quality of living it offers and by the community that forms around it over time. In my view, projects that are coherent and well thought out from this perspective transact more efficiently and preserve their value better in the long run.

How did you adapt the sales strategy following the hike of VAT for residential purchases last summer?

The VAT increase did not have a major impact on the projects we represent, as most of them were already positioned in the segment subject to the standard VAT rate. That said, the psychological effect was real. Our strategy was not to react emotionally, but to maintain commercial discipline. We placed even more emphasis on message clarity, value justification, and each project's ability to sustain its pricing through quality, location, efficiency, and a well-conceived product. Some buyers found this counterintuitive, but prices continued to rise because construction costs did not decline. The Concept exclusively represents solid residential projects with a clear pricing strategy and a superior quality standard.

What should be the key elements for investors looking to gain exposure to Romania's residential market?

First of all, investors need to understand that Romania can no longer be treated as a single residential market. Major cities have started to evolve differently depending on local context, infrastructure, income dynamics, demand profile, and the quality of newly delivered stock. Secondly, it is important to recognise that the local market is maturing. There is still clear potential, and there is still a gap compared to more mature markets in the region and in Western Europe, but we are no longer in the phase where almost any acquisition could automatically generate very high returns. In this new stage, asset selection matters far more. From my perspective, the competitive advantage will increasingly shift toward projects that are energy-efficient, well-positioned within the urban fabric, properly built, and designed for real communities. These projects will have an edge both in terms of market absorption and in their ability to preserve value and generate long-term profit. In other words, Romania remains an attractive market for capital seeking residential exposure, but it is no longer a market where performance comes simply from being present. It comes from discernment, selection, and execution.

How is The Concept diversifying its regional approach to account for the diverging residential price trends seen across Romania?

Our regional approach starts from a simple idea—we do not apply the same commercial strategy in every city. We are already present in most of Romania's major urban centres, including Bucharest, Sibiu, Cluj-Napoca, and Timişoara, and this presence has confirmed to us that each market has its own logic. Price differences must be read in context, not in isolation. A city may have higher prices, but it may also have a stronger demand structure, a more dynamic labour market, or better long-term value retention prospects. That is why, for us, diversification is not just about geographic expansion. It is also about adapting sales processes, commercial arguments, and market positioning to local realities. At the same time, we are preparing for the company's international expansion, because we increasingly see that European investors need professionally delivered services built on clear sales processes and systems.

What is the demand for energy-efficient homes, and how are banks approaching this topic in 2026?

Demand for energy-efficient homes is real and growing, and in 2026 the conversation is no longer about whether this matters, but about how much it matters in the purchase decision. On the one hand, energy-efficiency standards have become a basic benchmark for new developments. On the other hand, the real difference is made beyond compliance, through lower operating costs, greater comfort, and stronger long-term value for the owner. Banks are also treating this topic much more seriously than in the past.

What is the split in your residential portfolio, based on target home buyers and locations?

Our residential portfolio is primarily aimed at two categories of clients: educated home buyers seeking a high standard of living, and investors looking for healthy, sustainable long-term returns. Our portfolio includes both high-end projects and medium-segment developments. Beyond segmentation, what matters most to us when evaluating a project is product quality: accessibility, technical construction quality, planning efficiency, and the community component.

What is your take on AI in the real estate sector and specifically in managing your agency?

I believe AI will profoundly reshape the real estate sector, but not in the sense that it will replace human relationships. Its real impact will be in significantly improving decision quality and execution efficiency. On the buying side, AI will reduce search times, refine selection, and introduce new analytical criteria. People will no longer buy based only on local habits or very simple filters. They will have access to far more sophisticated comparisons and scenarios. On the operational side, for companies like The Concept, AI means automating repetitive tasks, reporting, and an important part of internal workflows. This allows professionals to dedicate more time to the areas that matter most: strategy, advisory, the developer relationship, and the overall quality of the buyer experience.