In a crowded market where developers are competing for the attention of buyers worldwide, Yovlim-City Boy has found a genuinely clever edge: partner with El Al’s Matmid club and hand buyers one frequent flyer point for every shekel they spend — from the very first payment. At a time when the shekel is strong and flights are expensive, that’s not just a perk. That’s a statement.

If you’ve spent any time in the world of Israeli real estate lately, you’ll know that the competition for diaspora buyers has never been fiercer. Developers are pulling out every tool available — glossy showrooms in London and New York, WhatsApp groups, referral incentives, slick renders of rooftop pools overlooking the Mediterranean. Everyone is fighting for the same buyer, and the pitch is getting louder.

Yovlim-City Boy may have just found one of the more innovative solutions. In a first-of-its-kind partnership in Israel, the Tel Aviv developer has teamed up with El Al’s Matmid frequent flyer club to offer buyers one fly miles real estate point for every shekel spent on an apartment purchase — with no cap on accumulation, and the full points balance credited after the very first payment. Valid on transactions completed before May 31, 2026, the deal covers a portfolio of Yovlim-City Boy’s most prestigious current developments across central Tel Aviv.

Buy a 5 million shekel apartment and you receive 5 million Matmid points. That’s millions of reasons — in the most literal sense — to choose this developer over the next one.

Why El Al Miles Hit Different for This Crowd

To understand why this partnership is so well-calibrated, you have to understand who’s actually buying these apartments. It isn’t primarily first-time olim arriving with suitcases and ulpan registrations. It’s a more nuanced, more globally mobile buyer: the Jewish professional in London or Los Angeles who wants a foothold in Israel. The parents are securing something for their children’s future. The retirees are planning their eventual move, but are not ready yet. The investor who sees Israeli property as both ideologically meaningful and financially sound. The family that wants a base for annual visits, for summer, for the chagim, for the son or daughter doing army service.

What do almost all of these people have in common? They fly. Constantly. To Israel and back, back and forth, for simchas and sad occasions, for school holidays and gap years and reconnaissance trips. Flights between Israel and Europe or North America are expensive, and they add up fast when you’re a family with deep ties on both sides of the world.

El Al miles, for this crowd, aren’t an abstract reward. They’re something people actually chase. And earning millions of them, automatically, just by making a property purchase you were already going to make, is the kind of double win that cuts through the noise of even the most competitive sales environment.

The Shekel Factor

There’s another layer here that savvy buyers will appreciate immediately. The shekel has been performing strongly against both the dollar and the pound in recent times, which sounds like good news for Israel — but for diaspora buyers converting foreign currency to make a purchase, it means their money simply doesn’t stretch as far as it once did. A budget that felt comfortable a few years ago now requires harder conversations.

In that context, walking away with millions of fly miles real estate points doesn’t just feel like a bonus. It feels like genuine compensation — a tangible return on a transaction that, thanks to currency movements, already costs more than expected. You’re spending more shekels’ worth of pounds or dollars than you planned. At least you’re getting the flights.

The Projects: Tel Aviv’s Most Coveted Addresses

The participating developments are concentrated in central Tel Aviv’s most desirable postcodes. One Hundred at Allenby 100 sits between Neve Tzedek and Rothschild Boulevard. Frankly in West Florentin is a 21-storey mixed-use tower with 190 apartments and a 66-room boutique hotel. Julie on Herzl 91 offers 152 apartments across 9 floors, including two-bedroom units. Milan on Ben Yehuda 105 sits 300 metres from Gordon Beach. And the luxury Libby development at Yehuda Halevi and Nachmani is launching shortly.

Each project combines pools, rooftop terraces, spa facilities, gyms, co-working spaces, and in several cases boutique hotels and chef restaurants. Many apartments come fully furnished and fitted — a detail that matters enormously to an overseas buyer who doesn’t want to project-manage a fit-out from another continent.

Smart Marketing or Genuine Value?

Both, and that’s the point. The logic behind the partnership is straightforward: the buyer profile for a Tel Aviv luxury apartment is someone who travels regularly between Israel and abroad, and this deal gives them added value at the exact moment of purchase. From the developer’s side, it’s a meaningful differentiator in a crowded market. From El Al’s side, it extends the Matmid club’s relevance into one of the most significant financial decisions their members will ever make.

What’s notable is that the points are awarded after the first payment, not on completion, not after years of staged transactions. In a market where new-build timelines can stretch across several years, that immediacy is a genuine differentiator. The reward is real and usable now, even as the apartment is still taking shape.

In a crowded market where developers are fighting hard for every qualified buyer, that kind of thinking — understanding exactly who your customer is and what they actually value — is what separates smart marketing from noise. This partnership does both: it’s clever positioning, and it delivers something real.

For diaspora Jews with Israel in their hearts and a property purchase in their sights, the message is simple. The apartments are exceptional. The location is prime. And this time, the deal comes with the flights.

Want to hear more? Speak to our property advisory team