Accelerating Nationwide Market Share with Dual Strategy for New and Renovated Homes

Keiai Star Real Estate Company, headquartered in Honjo, Saitama Prefecture and led by President Keiji Hana, is set to expand its market reach across Japan using an innovative approach termed the “dual strategy.” This strategy combines two key segments: the sale of new homes primarily in urban areas and the renovation of used homes in suburban regions.

Addressing Societal Issues

Recent years have seen the rise of various challenges such as increasing living costs, rising mortgage interest rates, and a staggering 2.85 million vacant homes, contributing to social issues that demand attention. Particularly in rural areas, neglecting vacant homes has led to deteriorating house conditions and declining safety. To combat these difficulties, Keiai Star Real Estate aims to meet diverse customer needs by providing affordable housing, priced at approximately 17 million yen, as a solution to emerging societal challenges. Specifically, the company plans to acquire used homes in rural and suburban areas, renovate them to match modern lifestyles, and then resell them, thus promoting a healthy housing cycle.

The Dual Strategy Explained

The “dual strategy” effectively divides the company’s operations based on geography and market demand. In urban areas like the Tokyo metropolitan area and the Kansai region, where demand for new homes remains strong, Keiai Star will bolster its share of new home sales. Conversely, in locales with weaker demand, the company will expand its renovation efforts for used homes. By clearly defining target regions, this strategy offers a variety of housing options tailored to the diverse lifestyles and budgets of customers.

Integrating Expertise for Quality and Affordability

Keiai Star applies the knowledge gained from its new home sales business to its used home renovation operations. The company leverages its vast network and procurement expertise to maintain a “responsible and unified system” that carries out everything from acquiring used homes to renovations, sales, and aftercare internally. By sharing resources and skilled labor between the two sectors, Keiai Star can reduce costs and provide high-quality residential options at competitive prices.

Future Outlook

Since the robust launch of the used home renovation business in 2025, the company has already achieved remarkable milestones, including establishing 23 stores (with 11 stores actively operational) and purchasing around 500 homes in just over a year. Looking ahead, Keiai Star is committed to continuing its rapid growth through strategic recruitment and a unique sourcing network, with an ambitious goal of establishing a network of 100 stores as swiftly as possible. By expanding its geographic reach and increasing the volume of renovated homes handled per location, the company aims to take the lead in the used home renovation market.

About Keiai Star Real Estate

Keiai Star operates under the management philosophy of creating a rich, enjoyable, and comfortable living environment while aspiring to realize the vision of providing homeownership to all. The company specializes in high-quality yet affordable design homes through its unique business model, “KEIAI platform” and “compact single-family homes.” It conducts its businesses nationwide, particularly focusing on the metropolitan area, aiming for an increase in market share in the new home sector. The projected revenue for the fiscal year ending March 2026 is expected to reach 393.9 billion yen.

Company Overview

- Company Name: Keiai Star Real Estate Co., Ltd.
- Stock Code: 3465 (Tokyo Stock Exchange Prime Market)
- President: Keiji Hana
- Location: 762-1 Nishitomida, Honjo City, Saitama Prefecture 367-0035
- Capital: 4,818 million yen (as of March 31, 2025)
- Founded: November 1990
- Employees: 2,664 (consolidated, as of March 31, 2025)
- Website: Keiai Group
- Business Areas: Sales of new homes, renovation of used homes, custom homes, and others.