{"id":1053614,"date":"2026-06-02T15:31:49","date_gmt":"2026-06-02T12:31:49","guid":{"rendered":"https:\/\/shtetel.co.il\/?p=1053614"},"modified":"2026-06-02T15:31:50","modified_gmt":"2026-06-02T12:31:50","slug":"%d7%9e%d7%a9%d7%9b%d7%a0%d7%aa%d7%90-%d7%91%d7%a2%d7%92%d7%9c%d7%aa-%d7%94%d7%a7%d7%a0%d7%99%d7%95%d7%aa-%d7%91%d7%a1%d7%95%d7%a4%d7%a8-%d7%a2%d7%a1%d7%a7%d7%94-%d7%9b%d7%96%d7%95-%d7%90%d7%a1%d7%95","status":"publish","type":"post","link":"https:\/\/shtetel.co.il\/en\/news\/1053614\/","title":{"rendered":"Mortgage on a supermarket cart: a deal that should not be made between the tuna shelf and the cheese fridge"},"content":{"rendered":"<p><strong>On the surface, this is a strategic brilliance: the erosion of the profitability of food chains is forcing them to reinvent themselves, seek creative growth engines, and exploit the mass movement in giant stores. However, this radical shift, from marketing basic consumer products to complex real estate transactions, should arouse deep concern.<\/strong> <strong>\u2022 Yaakov Reinitz, real estate consultant, on another dangerous phenomenon<\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>This week, a new record was broken in the retail gimmick sector in Israel. Those who came to the branches of a supermarket chain were not only looking for huge packages at discount prices; they could leave the store with a slightly unusual item - a new Kia car. The marketing gimmick made waves, and within a few hours, the stock of 100 vehicles was completely sold out.<\/p>\n\n\n\n<p>The echoes in the market were not long in coming. Shortly thereafter, it was announced that another chain was exploring the next consumer phase: selling residential apartments inside supermarket branches.<\/p>\n\n\n\n<p>On the surface, this is strategic brilliance. The erosion of the profitability of food chains is forcing them to reinvent themselves, seek creative growth engines, and exploit the mass movement in the giant stores. <\/p>\n\n\n\n<p>But this radical shift, from marketing basic consumer products to the most complex real estate transactions, should raise deep concern among anyone whose financial irresponsibility keeps them awake at night.<\/p>\n\n\n\n<p><strong>Potential for damage<\/strong><\/p>\n\n\n\n<p>To understand the potential damage of the new trend, it&#039;s worth going back a little, to the heyday of the 10:90 deals and similar ones, which swept the real estate market just two years ago. At that time, apartments on paper were selling like hot cakes on Passover. <\/p>\n\n\n\n<p>The concept was tempting and completely psychological: pay 150,000 shekels today, and the rest upon occupancy.<\/p>\n\n\n\n<p>The public didn&#039;t stop to think. They sold him a dream of easy money, and he bought with full faith that in two or three years he would &quot;make a turn&quot; of at least half a million shekels, sell the contract just before the big payment and reap a life-changing coupon. Time passed, and only then did thousands of buyers discover the size of the financial pit they had fallen into, stuck with huge obligations they were unable to finance.<\/p>\n\n\n\n<p>The attempt to sell apartments in a supermarket appeals to exactly the same faulty psychological mechanism: the extreme accessibility of a complex product, aimed at bypassing the buyer&#039;s defense mechanisms and rationality.<\/p>\n\n\n\n<p>The real danger in the move is not the chains&#039; desire to profit, but rather the complete disruption of the economic decision-making model.<\/p>\n\n\n\n<p>In the supermarket, the consumer operates under a psychology of impulsiveness, speed, and the pursuit of &quot;reality&quot; for a limited time. Real estate, on the other hand, is the complete opposite. It is the largest and most significant financial transaction in the life of an average family. Such a transaction cannot, and should not, be made between the tuna shelf and the cheese refrigerator.<\/p>\n\n\n\n<p><strong>Not an off-the-shelf product<\/strong><\/p>\n\n\n\n<p>Purchasing real estate requires several basic anchors:<\/p>\n\n\n\n<p><strong>Long-term financial planning <\/strong>Examining family repayment capacity over decades.<\/p>\n\n\n\n<p><strong>Strict due diligence<\/strong> of the fine print in the sales contract.<\/p>\n\n\n\n<p>Objective professional guidance that provides a realistic picture of the situation, whether it is a good deal or a financial failure.<\/p>\n\n\n\n<p>None of these anchors exist on the main ticket fast track.<\/p>\n\n\n\n<p>The very thought that the same discretion that we use to choose a brand of milk or a delicacy can be applied to the purchase of a roof is an irresponsible step that could exact a heavy price from thousands of families.<\/p>\n\n\n\n<p>An apartment is not an off-the-shelf product, and it is not a &quot;coupon deal&quot; that is casually added.<\/p>\n\n\n\n<p>The next time you are offered a larger meal at the supermarket, a chocolate bar for a shekel, or an additional four rooms in a developing neighborhood, take a deep breath, push the cart forward, and leave your real estate in professional hands and in a balanced environment.<\/p>\n\n\n\n<p><strong>\u2022 Yaakov Reinitz is a real estate consultant and lecturer.\u00a0<\/strong>\u00a0To schedule a consultation -\u00a0<a href=\"https:\/\/rainitz.ravpage.co.il\/pgisha\"><mark>Click here<\/mark><\/a><\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"\u05e2\u05dc \u05e4\u05e0\u05d9\u05d5, \u05de\u05d3\u05d5\u05d1\u05e8 \u05d1\u05d4\u05d1\u05e8\u05e7\u05d4 \u05d0\u05e1\u05d8\u05e8\u05d8\u05d2\u05d9\u05ea: \u05e9\u05d7\u05d9\u05e7\u05ea \u05d4\u05e8\u05d5\u05d5\u05d7\u05d9\u05d5\u05ea \u05e9\u05dc \u05e8\u05e9\u05ea\u05d5\u05ea \u05d4\u05de\u05d6\u05d5\u05df \u05de\u05d0\u05dc\u05e6\u05ea \u05d0\u05d5\u05ea\u05df \u05dc\u05d4\u05de\u05e6\u05d9\u05d0 \u05d0\u05ea \u05e2\u05e6\u05de\u05df \u05de\u05d7\u05d3\u05e9, \u05dc\u05d7\u05e4\u05e9 \u05de\u05e0\u05d5\u05e2\u05d9 \u05e6\u05de\u05d9\u05d7\u05d4 \u05d9\u05e6\u05d9\u05e8\u05ea\u05d9\u05d9\u05dd \u05d5\u05dc\u05e0\u05e6\u05dc \u05d0\u05ea \u05ea\u05e0\u05d5\u05e2\u05ea \u05d4\u05d4\u05de\u05d5\u05e0\u05d9\u05dd \u05d1\u05d7\u05e0\u05d5\u05d9\u05d5\u05ea \u05d4\u05e2\u05e0\u05e7 \u05d0\u05d5\u05dc\u05dd \u05d4\u05de\u05e2\u05d1\u05e8 \u05d4\u05e7\u05d9\u05e6\u05d5\u05e0\u05d9 \u05d4\u05d6\u05d4, \u05de\u05e9\u05d9\u05d5\u05d5\u05e7 \u05de\u05d5\u05e6\u05e8\u05d9 \u05e6\u05e8\u05d9\u05db\u05d4 \u05d1\u05e1\u05d9\u05e1\u05d9\u05d9\u05dd \u05dc\u05e2\u05e1\u05e7\u05d0\u05d5\u05ea \u05d4\u05de\u05e7\u05e8\u05e7\u05e2\u05d9\u05df \u05d4\u05de\u05d5\u05e8\u05db\u05d1\u05d5\u05ea, \u05e6\u05e8\u05d9\u05da \u05dc\u05e2\u05d5\u05e8\u05e8 \u05d3\u05d0\u05d2\u05d4 \u05e2\u05de\u05d5\u05e7\u05d4 \u2022 \u05d9\u05e2\u05e7\u05d1 \u05e8\u05d9\u05d9\u05e0\u05d9\u05e5, \u05d9\u05d5\u05e2\u05e5 \u05d4\u05e0\u05d3\u05dc\"\u05df, \u05e2\u05dc \u05e2\u05d5\u05d3 \u05ea\u05d5\u05e4\u05e2\u05d4 \u05de\u05e1\u05d5\u05db\u05e0\u05ea \u05d4\u05e9\u05d1\u05d5\u05e2 \u05e0\u05e9\u05d1\u05e8 \u05e9\u05d9\u05d0 \u05d7\u05d3\u05e9 \u05d1\u05d2\u05d6\u05e8\u05ea [&hellip;]","protected":false},"author":47,"featured_media":1048425,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4],"tags":[13762,3058,7540],"class_list":["post-1053614","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-4","tag-13762","tag-3058","tag-7540"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - 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