Property Market Grows, Sinar Mas Land Targets Rp10 Trillion Pre-Sales

Jakarta, CNBC Indonesia – The national property industry, particularly the residential sector, shows a positive growth trend in 2026. The rising interest in home ownership is driven by several factors, including growing awareness among Millennials and Gen Z to own a home as a basic need and as a long-term investment instrument.

Data from Indonesia Property Watch shows demand for homes in the Rp1-2 billion range rose by 18% in Q1 2025, with the majority of buyers aged 25-35.

In response to this positive momentum, Sinar Mas Land, a leading property company in Indonesia, organised the Sinar Mas Land Property Outlook 2026 entitled ‘Clear Signals, Confident Property Decisions for Younger Generations’. The event involved internal speakers and industry experts, providing diverse perspectives on the prospects for the property sector and offering strategic guidance for younger generations in making 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.

Martin Samuel Hutapea, Associate Director Research & Consultancy Department at PT Leads Property Services Indonesia, said that as 2026 begins, the landed housing market is projected to continue growing positively with an expected year-on-year demand growth of around 5-6%. This is underpinned by stimuli such as government incentives including the VAT borne by the government (PPN DTP) and a trend toward more competitive interest rates.

The mid-market segment is set to be the main engine with a contribution of around 61% to total demand, reflecting resilient purchasing power. Interestingly, Millennials and Gen Z are increasingly mature in making property purchase decisions, considering not only price but also accessibility, facilities, and potential value appreciation.

This trend also drives growth in the capital’s peripheral zones. In the Jabodetabek area, Tangerang recorded the largest share of the market for landed houses, contributing more than 56% of total sales, supported by land availability, competitive prices, and integrated developments with comprehensive infrastructure, said Martin in a press release on Thursday (5 March 2026).

Looking ahead at the positive outlook for the property sector in 2026, PT Bumi Serpong Damai Tbk (BSDE) targets Rp10 trillion in pre-sales in 2026. In 2025, BSDE posted solid pre-sales, recording Rp10.04 trillion, surpassing the previously set target of Rp10 trillion for 2025.

Of the 2025 total pre-sales, the residential segment contributed the largest with Rp4.19 trillion or 42% of total pre-sales. To meet this sales target, Sinar Mas Land has prepared a number of strategies to encourage the public to invest in and purchase property.

BSDE Director Hermawan Wijaya said the company remains committed to sustaining pre-sales growth by continuing project development across a number of major Indonesian cities: Jakarta, Tangerang, Bogor, Bekasi, Semarang, Surabaya and Balikpapan.

The 2025 pre-sales achievement of Rp10.04 trillion is a positive sign for property sector growth in 2026. ‘The figure achieved by the company in 2025 exceeded the target and reflected a year-on-year growth of about 3% compared with last year’s Rp9.72 trillion. This positive achievement shows strong consumer interest in residential products, particularly in city-regions with full facilities and good connectivity,’ he said.

Deputy Group CEO Strategic Development & Assets Sinar Mas Land, Herry Hendarta, explained that the company will continue to innovate in facing the highly dynamic property market while continuing to monitor trends and consumer needs. The business strategy will focus on strengthening strategic partnerships, product development, and innovative, high-quality services. Portfolio diversification, both in terms of product and geography, supported by a broad land bank, is also a positive catalyst for the company’s growth. Going forward, the company still sees promising prospects from the Millennials and Gen Z segments, as they are more relevant to housing under Rp2 billion across Sinar Mas Land’s project development areas.

‘Additionally, every year we also present a national sales programme to ease for the public to realise their dream of property ownership. With these strategies, we are optimistic we can continue to contribute significantly to the national property industry while meeting the public’s demand for high-quality and sustainable property products,’ he said.

To make it easier for the public to own property, Sinar Mas Land has launched a national sales programme named Royal Key, running from 22 January to 31 December 2026. The programme is divided into four periods: Period I (22 January – 31 March), Period II (1 April – 30 June), Period III (1 July – 30 September), and Period IV (1 October – 31 December). The products offered under Royal Key 2026 are available through hard cash or KPR/KPA/KPT Express financing schemes with the support of 22 leading partner banks.

Supported by the positive momentum in the property industry and the continuation of government incentives such as lower interest rates and the extension of the PPN DTP.