Mehmet Emin Toka, a Keller Williams İzmir Real Estate Consultant who has now completed 10 years in the sector, said that the main priorities when buying a home should be the right location and the right price.
Stating that alternative investment instruments are not competitors to real estate, but merely a waiting room, Toka emphasized that investors ultimately always choose real estate as a safe haven.
Saying that he started his career from scratch by buying an inexpensive courier motorcycle to get around the city, Mehmet Emin Toka noted that he has achieved major success in both sales and turnover: “Keller Williams currently has more than 500 consultants in İzmir. I became the number one in sales and turnover in İzmir. In fact, in 2024, I entered the global top 100 within Keller Williams. I am the only real estate consultant in İzmir to have made it into the top 100 at Keller Williams. Last year, I was also ranked second in sales in Türkiye and first in turnover among solo consultants. Throughout my career, I have achieved more than 100 first and second place rankings.”
REAL ESTATE BECOMES THE FINAL DESTINATION OF MONEY
Stating that housing prices are currently favorable, Mehmet Emin Toka said: “Although construction costs have risen sharply, house prices have not increased at the same pace. People turned to different investment instruments, but at this point their profitability has declined. Alternative investment tools are not competitors to real estate, they are just a waiting room. Now, people are once again turning to housing as a safe haven. Alternative instruments may provide short-term gains, but the asset that preserves purchasing power is real estate. That is why investors eventually park the money they earn in housing again. In Türkiye, real estate is the final destination in the cycle. Money first wants to earn quickly, then it wants to stay safe. That is why, in the end, it always makes its way back to real estate.”
ALL OF İZMİR IS MY TERRITORY
Explaining that he operates across all of İzmir in terms of sales, Mehmet Emin Toka said: “Above all, I truly love what I do. I do not make distinctions such as sales, rentals, land, or commercial property. Normally, real estate consultants work within a specific area. Some focus on Mavişehir, others on Urla. I do not work that way. I consider all of İzmir to be my territory and I work anywhere there is the right price. This can be land, a factory, or a home. In the real estate market, once the pricing is right, demand continues even if conditions are unfavorable. Since I manage to establish the right balance between location and price, I am now seeing the rewards of that.”
HALF OF THE JOB IS NOW ON SOCIAL MEDIA
Emphasizing that social media has become extremely important for real estate sales today, Toka said: “The era has changed. The period of simply posting listings on real estate portals and waiting is over. Now you need to reach people on social media. I could even say that 50% of sales come through these channels. Using social media correctly and effectively is very important. You need to invest in it. On my Instagram page, mehmetemin.toka, I have more than 40,000 followers. Even a client I made a sale to 9 years ago can still bring me new customers today. Earning people’s trust is incredibly important. Strong communication and doing your job well always pay off. Keller Williams has many offices in Antalya, Bodrum, and Istanbul. When I receive a request for those areas, I direct it to my colleagues there. In the same way, when someone in Istanbul needs help with a sale in İzmir, they refer that client to me. There is a mutual solution partnership in place.”
THERE WILL BE MOVEMENT IN THE SECOND HALF OF THE YEAR
Stating that he expects a recovery beginning in the second half of the year, Mehmet Emin Toka said: “We started 2026 slowly. However, from February onward, an increase in sales activity has started to be felt. I believe the real estate sector will perform very well in 2026. Interest rate cuts are continuing. The real surge in demand will happen when the credit taps are opened. Rate cuts alone do not trigger a sales boom, they release postponed demand. In Türkiye, the need for housing still remains. As soon as access to financing becomes easier, transaction volume rises quickly. The real movement comes not when rates fall, but when access to credit becomes easier. In my opinion, this recovery will begin in the second half of the year.”
INVESTORS HAVE THEIR EYES ON ABROAD
Emphasizing that especially 1+1 and studio apartments are highly popular for investment, Mehmet Emin Toka continued: “In university districts, these units are easier to sell and rent out. The central districts of İzmir are always in demand and remain valuable. Turkish investors are also now turning toward Dubai and Greece. In Türkiye, the laws favor tenants. It becomes nearly impossible to evict a tenant for 10 years. In addition, the Electronic Listing Verification System (EİDS) has now become mandatory through e-government. In my opinion, this is an application with both advantages and disadvantages. Under the new system, property owners will select their property details via e-government and authorize real estate agencies to carry out the sale process. Without this authorization, no listing can be posted. In this way, false listings will be prevented.”