The “Value of Property” conference brought together today, in one shared space, developers, investors, finance experts, architects, and institutional representatives to discuss one of the most critical topics in the Albanian economy: how value is actually created in the real estate market.
Organized by Oz Marketing and moderated by Blendi Salaj, the conference unfolded across several thematic panels covering the full value creation chain — from construction, materials, and financing, to marketing, urban planning, and architecture.
Discussions opened with a focus on construction quality and its role in generating long-term value. In Panel I — Construction Companies, representatives from Kërko360, Orion, and Klar made clear that standards, materials, and quality control processes are no longer optional. They are essential.
Panel II — Materials & Sustainability turned attention to the importance of certified materials, fire insulation, and compliance with European standards. Experts from Knauf Insulation and Saint-Gobain, alongside institutional representatives, highlighted the need for clear classification of materials and buildings, and called for a more active role from the state in enforcing standards.
One of the sharpest debates took place in Panel III — Real Estate & Investment, where the central question was whether the Albanian market genuinely reflects the real value of property or is still driven by perception. Experts pointed to the absence of accurate data and transparency, noting that many decisions are made on expectations rather than structured analysis. The conversation also covered rising prices, the weight of location, and what makes a project financeable: the developer’s financial capacity, construction quality, and market response. In this context, participants stressed the need for more advanced financial structures — investment funds, institutional models — and clearer risk-return analysis.
In Panel IV — Market Studies & Legal Security of Property, representatives from Deloitte Albania and consulting firms emphasized that legal certainty and thorough market research are the foundation of any sustainable investment.
A thread running through every panel was the role of marketing — not just as a sales tool, but as a decisive factor in creating perceived value and driving return on investment. Modern projects are increasingly positioning themselves as destinations, integrating services, community, and a year-round living experience.
Panel V — Urban Planning & Architecture shifted the lens to the long-term dimension of city development. Experts argued that building volume is no longer enough. Cities need to be conceived as functional, sustainable ecosystems. Design, natural light, materials, and urban concept are no longer secondary aesthetic choices — they directly shape property value. The role of landmark projects and international collaborations in elevating Albania’s market image and attracting foreign investors was also on the table.
The message that ran through the entire conference was clear: the value of property is not just its price. It is a combination of quality, data, trust, legal framework, and long-term vision.
And the question that remains for the Albanian market is this: are we building for today, or for the future?
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