Confident in 2026 Property Growth, Sinar Mas Land Targets Rp10 Trillion in Presales
The national property industry is showing a positive growth trend in 2026, especially in the residential sector. This increased interest in homeownership is driven by the high awareness of Millennials and Gen Z to own a home as a basic need as well as a long-term investment instrument.
In response to this momentum, Sinar Mas Land held the Sinar Mas Land Property Outlook 2026 entitled ‘Clear Signals, Confident Property Decisions for Younger Generations’ at The Hub Sinar Mas Land, Jakarta, on Wednesday (25/2/2026). In the forum, PT Bumi Serpong Damai Tbk (BSDE) announced a presales target of Rp10 trillion for 2026.
Involving a number of internal speakers and industry experts, this discussion provides diverse perspectives on the prospects of the property sector in the future, while also providing strategic guidance for young generations in making the right property ownership decisions. The speakers included Herry Hendarta (Deputy Group CEO Strategic Development & Assets Sinar Mas Land), Hermawan Wijaya (Director of PT Bumi Serpong Damai Tbk), Lindawaty (Head of BUPP KEK ETKI Banten), and Martin Samuel Hutapea (Associate Director Research & Consultancy Department, PT Leads Property Services Indonesia).
Based on data from Indonesia Property Watch, demand for homes in the price range of Rp1 billion-Rp2 billion increased by 18 percent in the first quarter of 2025, with the majority of interest coming from the 25-35 age group. This trend is expected to continue to strengthen throughout 2026.
Associate Director Research & Consultancy Department PT Leads Property Services Indonesia, Martin Samuel Hutapea, explained that the landed house market is projected to grow by 5%-6% (yoy) in 2026. This is supported by a number of stimuli such as government incentives in the form of VAT and a trend of more competitive interest rates.
“The middle segment is the main driver with a contribution of around 61% to total demand, reflecting resilient purchasing power. Uniquely, Millennials and Gen Z are now increasingly mature in making property purchase decisions by considering not only price, but also accessibility, facilities, and potential investment value,” he said.
This trend is also driving the growth of the capital city’s buffer zone. In the Jabodetabek area, Tangerang recorded the largest market share for landed houses with a contribution of more than 56% to total sales, supported by the availability of land, competitive prices, and the development of integrated areas with complete infrastructure.
Seeing the optimism of the property sector in 2026, PT Bumi Serpong Damai Tbk (BSDE) is targeting presales of Rp10 trillion in 2026. Previously in 2025, PT BSDE recorded solid presales performance by successfully recording Rp10.04 trillion, exceeding the previously set 2025 target of Rp10 trillion.
Of the total 2025 presales, the residential segment still contributed the most with a value of Rp4.19 trillion or 42% of total presales. To achieve this sales target, Sinar Mas Land has prepared a number of strategies to encourage people to invest in and buy property.
“We are always committed to maintaining presales growth by continuing to develop project locations spread across a number of major cities in Indonesia, namely Jakarta, Tangerang, Bogor, Bekasi, Semarang, Surabaya, and Balikpapan. The presales achievement of Rp10.04 trillion obtained by PT BSDE throughout 2025 is a breath of fresh air for the growth of the property sector in 2026. The figures achieved by the company in 2025 exceeded the target and also reflected a 3% annual growth (yoy) compared to the realization of presales in 2024 of Rp9.72 trillion. This positive achievement shows that consumer interest remains strong in residential products, especially in integrated city areas that have complete facilities and good connectivity,” said Hermawan Wijaya, Director of PT Bumi Serpong Damai Tbk (BSDE).
To achieve this target, Sinar Mas Land launched the Royal Key national program which runs from January 22 to December 31, 2026. This program offers easy payment through hard cash schemes or Express KPR with the support of 22 leading partner banks.
As an effort to make it easier for people to own property, Sinar Mas Land launched a national sales program called Royal Key which runs from January 22 to December 31, 2026. This program is divided into three periods, namely Period I (January 22-March 31), Period II (April 1-June 30), Period III (July 1-September 30), and Period IV (October 1-December 31).
The products offered in the 2026 Royal Key product are available through hard cash schemes or Express KPR/KPA/KPT financing with the support of 22 leading partner banks. Supported by the positive momentum of the property industry and ongoing government incentives such as lower interest rates and the extension of VAT until the end of 2026, the Royal Key program will be a solution for people to own homes and investment assets with a sense of security and long-term confidence.
Deputy Group CEO Strategic Development & Assets Sinar Mas Land Herry Hendarta explained that they continue to innovate in facing the dynamics of the property market which is developing very dynamically while still paying attention to trends and consumer needs. Sinar Mas Land’s business strategy focuses on strengthening strategic partnerships, product development, and innovative and quality services. Diversification of the portfolio, both in terms of products and geography, supported by large land reserves, is also a positive catalyst for the company’s growth.
“In the future, we still see promising prospects from the Millennial and Gen Z segments.