“I don’t know anyone who bought an apartment in the past 30 years and lost money,” said Barak Rosen, CEO of Israel Canada, at the 2025 CofaceBdi and TheMarker “100 Best Companies to Work For” conference.
In a conversation with Eitan Avriel, Rosen shared how Israel Canada became one of Israel’s leading real estate companies, thanks to a smart strategy of choosing prime locations and integrating residential, commercial, and office spaces.
Against the backdrop of the technological revolution, Rosen emphasized that despite the rise of artificial intelligence in the real estate world, there is no substitute for human interaction. “AI can help us, but it can’t replace us. Clients want a human who will guide them and provide real service,” he said, stressing the importance of human capital in driving the company forward.
Rosen also referred to the changing profile of professionals in the field: “Salespeople used to come in without an academic background; today you see people with master’s degrees. The industry is becoming more professional and elevated. Being among the 100 best companies to work for – that’s the top of the top.”