Sinar Mas Land Optimistic About Solid Property Market Growth in 2026

The national property industry, especially the residential sector, is showing a positive growth trend in 2026. This increased interest in homeownership is driven by several factors, including the growing awareness of Millennials and Gen Z to own a home as a basic need as well as a long-term investment instrument.

Based on data from Indonesia Property Watch, demand for homes in the Rp1-2 billion price range increased by 18 percent in the first quarter of 2025, with the majority of interest coming from the 25-35 age group. In response to this positive momentum, Sinar Mas Land, as a leading property company in Indonesia, held the Sinar Mas Land Property Outlook 2026, entitled “Clear Signals, Confident Property Decisions for Younger Generations,” at The Hub Sinar Mas Land, South Jakarta, on Wednesday, February 25, 2026.

Involving a number of internal speakers and industry experts, this discussion provides a variety of perspectives on the prospects of the property sector in the future, while also providing strategic guidance for young people 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).

Associate Director Research & Consultancy Department, PT Leads Property Services Indonesia, Martin Samuel Hutapea, said that in 2026, the landed house market is projected to continue to grow positively with an increase in demand of around 5-6 percent. This is supported by a number of stimuli such as government incentives in the form of VAT DTP, as well as more competitive interest rate trends.

He explained that the middle segment is the main driver with a contribution of around 61 percent to total demand, reflecting resilient purchasing power. Uniquely, he said, Millennials and Gen Z are now more mature in making property purchase decisions by considering not only price, but also accessibility, facilities, and potential investment value.

“This trend is also driving the growth of the capital’s buffer zone. In the Jabodetabek area, Tangerang recorded the largest market share for landed houses with a contribution of more than 56 percent to total sales, supported by the availability of land, competitive prices, and the development of integrated areas with complete infrastructure,” said Martin.

Seeing the optimism of the property sector in 2026, PT Bumi Serpong Damai Tbk (BSDE) is targeting pre-sales of Rp10 trillion in 2026. Previously in 2025, PT BSDE recorded solid pre-sales performance by successfully recording Rp10.04 trillion, exceeding the 2025 target that had been set at Rp10 trillion.

Of the total pre-sales in 2025, the residential segment still contributed the most with a value of Rp4.19 trillion or 42 percent of total pre-sales. To achieve this sales target, Sinar Mas Land has prepared a number of strategies to encourage people to invest and buy property.

Director of PT Bumi Serpong Damai Tbk (BSDE), Hermawan Wijaya, said that his company is committed to maintaining pre-sales 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 pre-sales achievement of Rp10.04 trillion obtained by PT BSDE throughout 2025, he said, 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 an annual growth of 3 percent compared to the realization of pre-sales 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.

Deputy Group CEO Strategic Development & Assets Sinar Mas Land, Herry Hendarta, affirmed that Sinar Mas Land continues to innovate in facing the dynamics of the rapidly developing property market while still paying attention to trends and consumer needs. Business strategies are also focused on strengthening strategic partnerships, product development, and innovative and high-quality services.

He said that 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, he said, Sinar Mas Land still sees promising prospects from the Millennial and Gen Z segments, because they are more relevant to homes under Rp2 billion that are spread throughout the Sinar Mas Land project development areas.

In addition, every year Sinar Mas Land will also present a national sales program to make it easier for people to realize their dream of owning property.

“With these various strategies, we are optimistic that we can continue to make a significant contribution to the national property industry while also meeting the needs of the community for high-quality and sustainable property products,” he said.

As an effort to make it easier for people to own property, Sinar Mas Land has launched a national sales program called Royal Key which will take place from January 22 - 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 Royal Key 2026 are available through hard cash schemes or KPR/KPA/KPT Express financing with the support of 22 leading partner banks. Supported by the positive momentum of the property industry and the availability of