Wednesday, 18 February 2026
Property developers are increasingly introducing technological and process-driven solutions to streamline apartment sales, improve day-to-day operations and enhance long-term asset management in response to changing market conditions. These measures range from digital sales platforms, virtual viewings and automated customer-relationship systems to smart-building technologies, data-driven maintenance planning and integrated property management software. By combining operational efficiency with improved transparency and customer experience, developers aim to reduce costs, shorten transaction cycles and maintain competitiveness while adapting their business models to evolving buyer expectations and regulatory requirements. Here are their comments on the topic.
Agnieszka Majkusiak, General Director of Sales and Marketing at Atal
This year, the share of ready-made flats in the company’s offer will be significant, which in the coming months will focus our promotional and marketing activities on their attractive presentation. Last year was a period of organisational changes in our customer service departments, so we are well prepared for market challenges. At the end of December, we presented changes to the Atal Design finishing programme. We have optimised its packages, updated the list of available materials and reduced the prices of the packages, making this programme even more attractive to customers. We have also recently launched a referral programme, through which we reward existing and new flat buyers.
Tomasz Kaleta, Managing Director for Sales and Marketing at Develia
We entered 2026 with a land bank allowing for the construction of 16,000 units, including those developed as part of joint ventures and secured. This base gives us great flexibility in launching new investments.
In line with our strategy, we are focusing on residential projects in the popular segment with wide price availability. We will supplement our offer with investments in the elevated and premium segments to respond to the market needs of different customer groups.
At the same time, we are expanding our offering with variant flats, which are already available in the Bemowo Vita project in Warsaw, the premium Królowej Jadwigi investment in Poznań and Orawska Vita in Wrocław. This year, we plan to introduce them in further projects in Katowice and Wrocław. Variant flats are equipped with additional installation risers, allowing customers to choose the layout at the time of purchase and to rearrange it more easily in the future.
Joanna Chojecka, Sales and Marketing Director for Warsaw, Wrocław and Łódź at the Robyg Group
In response to the changing situation on the residential property market in Poland, we are consistently adapting our strategy by implementing modern technological, organisational and pro-environmental solutions. One of the key areas of development is the further digitalisation of our housing offer. We are developing the Smart House standard, which allows residents to manage energy, heating and lighting using mobile applications. These solutions not only increase the comfort of use of the flats, but also allow for a real reduction in operating costs, which is important in the context of rising energy prices.
Sustainable development and the implementation of ESG principles are also an important part of the company’s strategy. We carry out investments in line with the idea of green construction, using energy-efficient technologies, photovoltaic panels, LED lighting and solutions that support water retention and biodiversity. Projects are increasingly planned in line with the ‘15-minute city’ concept, which responds to residents’ needs for convenience, accessibility of services and quality of life in cities.
In the area of management and operations, the company focuses on professionalising processes and diversifying its activities. We are developing cooperation with institutional investors within the framework of joint ventures, which allows us to implement larger projects and increase the scale of our operations while limiting risk. At the same time, the company is expanding its land bank in the largest Polish agglomerations, thus securing the possibility of further development in the coming years.
Adapting to changes in demand, the company is also developing its range of rental flats and responding flexibly to the needs of different customer groups. An important element of the strategy is also the digitisation of customer service, including through online panels and remote management of the apartment purchase process. All these activities show that the company focuses on innovation, operational efficiency and long-term resilience to market changes.
Andrzej Swoboda, Vice-President of the Management Board, CTE Group
In 2026, we are focusing on optimisation and quality, not just scale. We plan to implement more flexible flat layouts that can be adapted to changing needs, solutions that increase energy efficiency and reduce operating costs, and the digitisation of sales and customer service processes.
In the area of investment management, we are focusing on better data analytics, more accurate demand forecasting and more efficient schedule and cost management. This is our response to a market that rewards predictability and quality of execution.
Karolina Bronszewska, Marketing and Innovation Development Director, Ronson
This year, we are focusing on strengthening our presence in the digital space, as we can clearly see that the process of choosing a flat is increasingly starting online, without the involvement of sales offices. One of our key directions is more advanced and systematic management of brand visibility in search engines, especially in the context of new investments and locations where we are developing our business. We are integrating our communication, image and sales activities to create a single, coherent mechanism for reaching customers at the stage when they are looking for information about the developer, the investment or the surroundings of a given location.
We focus on advisory content that guides customers through the entire process of selecting and purchasing a flat. We present specific solutions, including functional flat layouts, the role of the architect, building amenities and the quality of common areas.
We want the recipient to be able to better imagine everyday life in a given investment and make decisions based on knowledge, not just technical parameters. This is also the purpose of our experts’ statements, which are presented in interesting, modern formats on social media.
Marcin Michalec, Managing Director, Okam Capital
In response to the dynamically changing market, in 2026 we plan to launch the Prestia Senior Residences investment in Łódź. In addition, F.S.O. PARK, which, given the scale of the project, will allow for the introduction of solutions that cannot be implemented in small investments.
In times of growing competition and high supply on the market, additional value in the form of well-thought-out architecture, developed social infrastructure and high-quality common spaces, which are conducive to building long-term relationships with residents, is becoming increasingly important, which fits in perfectly with the company’s long-term strategy. We focus on quality, creating spaces for living, not just for housing. Lengthening administrative procedures related to new regulatory requirements, including the shelter law and planning reform, are forcing developers to involve their legal and design teams more closely in the preparatory processes.
In addition, observing industry trends, we see that developers are increasingly investing in advanced digital tools – from 3D visualisations and virtual tours to interactive flat configurators. New-generation CRM systems and analytical tools based on market data help companies better understand customer needs and plan their sales strategies more precisely. Today’s customers expect not only price transparency, but also efficient, personalised service throughout the entire purchasing process.
Witold Kikolski, Member of the Management Board of MS Waryński Development S.A.
In 2026, we are focusing primarily on adapting existing processes and standards to current market conditions, rather than implementing groundbreaking innovations. We are developing technological solutions that improve the energy efficiency of buildings and optimise operating costs, which is becoming increasingly important for individual customers.
In the area of management, we are focusing on improving tools that support budget and implementation schedule control in order to increase project stability, improve their profitability and better adapt our offer to current market conditions.
Rafał Konarski, President of the Management Board of CK Development
In the current reality, a flexible approach to designing the offer is key. We focus on functional apartment layouts, rational floor space and solutions that allow customers to tailor the standard to their financial capabilities. We are already implementing this approach in practice in new projects, both in the second stage of Nova Wola Park and in projects being prepared on new plots in Wiązowna and Falenty, where we are assuming flexible apartment layouts and the possibility of phasing the offer from the outset.
At the same time, we are investing in the optimisation of construction and sales processes. CK Development is now entering a new phase of development. We are focusing on consistent digitisation and professionalisation of processes. Solutions that are standard for large, nationwide brands represent a significant organisational challenge for a company with our roots, but at the same time a natural step towards further growth. We have just launched a new website, and we have more implementations ahead of us, including interactive mock-ups and digital tools to support sales. This is part of a broader transformation, thanks to which we are transforming from a local company into an increasingly recognisable and mature player on the development market.
Damian Tomasik, President of the Management Board of Alter Investment S.A.
In 2026, we are building an operational advantage. We are implementing standardisation of due diligence and matrices of legal, planning and environmental risks, better tools for analysing absorption capacity and stronger project data management.
In practical terms, this means faster investment decisions, fewer errors at the preparation stage and greater predictability of the schedule. We are also developing a partnership approach – joint ventures and capital cooperation where this shortens the time to monetisation and project and reduces risk. Today, innovation in Polish property development is not about ‘gadgets’. Innovation is about efficient process management, delivering decisions and delivering the product on time.
Mariusz Gajżewski, Head of Sales, Marketing and Communication, BPI Real Estate Poland
In 2026, we are increasing our focus on integrating sustainable solutions into our future investments: photovoltaic panels, green roofs, rainwater retention systems, electric car charging stations – these are already standard in our latest projects, such as PianoForte, Chmielna Duo, Panoramiqa and Bernadovo.
Source: dompress.pl
