"Apartment as a gift"? The lucky winner of the raffle and the taxes that will shrink her winnings
As part of the campaign, the company Anshei HaIr promised that one of every 50 first buyers to purchase an apartment in one of the company's projects in quarters 3 and 4 in Tel Aviv would win a two-room apartment near Kikar HaMedina, with an estimated value of approximately 2.5 million shekels. During the campaign period, 13 apartments were sold in the participating projects, for a total volume of approximately 112 million shekels and at an average price of approximately 75 thousand shekels per square meter.
The company Anshei HaIr closed this morning (Friday) one of the most interesting marketing campaigns seen recently, the "apartment as a gift" raffle. As part of the campaign, it was promised that one out of every 50 first buyers who purchase an apartment in one of the company's projects in quarters 3 and 4 in Tel Aviv would win a two-room apartment near Kikar HaMedina, with an estimated value of approximately 2.5 million shekels.
The winner's name is Aliza Deri, 64, who purchased a three-room apartment and said immediately after her win:
"I am very excited about the win and am sure that thanks to it I will be able to fulfill the commandment of honoring father and mother."
The raffle, which was held this morning at the Arnon, Tadmor-Levy law firm, concluded the marketing campaign launched by Anshei HaIr on February 15, 2026. Originally, the campaign was planned to end in the middle of June, but by then, according to the company's reports for the first quarter of the year, only a few apartments had been sold. Anshei HaIr announced an extension of the campaign's end date (in accordance with the regulations) and postponed the date of the raffle, which finally took place today.
According to a report published by Anshei HaIr, during the campaign period, 13 apartments were sold in the projects participating in it, for a total volume of approximately 112 million shekels and at an average price of approximately 75 thousand shekels per square meter. This is a sales pace lower than the company's original target, which hoped to attract at least 50 buyers. However, it should be remembered that these are projects in the center of Tel Aviv, where the average price of the apartments was approximately 8.6 million shekels, an amount that significantly limits demand from the outset.
And what about the taxes? According to the campaign regulations, all taxes and expenses involved in receiving the apartment will be borne solely by the winner, including tax on the raffle win, surtax (mas yasaf), purchase tax, VAT, as well as attorney fees, registration fees, handling fees, infrastructure connections, payments to the condominium or management company, and any additional expense involved in completing the transaction. It is further clarified in the regulations that the apartment will be delivered in "AS IS" condition, and it will not be possible to demand changes to its characteristics.
By a rough calculation, and assuming that the value of the apartment stands at approximately 2.5 million shekels as presented by the company, the tax on the win stands at about 35%, purchase tax stands at 8%, surtax stands at 5%, and VAT at a rate of 18%, which add up to approximately 66% of the apartment's value, meaning approximately 1.65 million shekels. To this, the rest of the related expenses detailed in the regulations must be added.
