Here’s the uncomfortable truth no one in Bali’s real estate scene wants to admit:

Most developers have absolutely no idea who their actual customer is.

They think they’re selling homes.
They think they’re selling lifestyle.
They think they’re selling investments.

But in reality?

They’re selling nothing properly—because they’re selling the wrong product to the wrong person every single day.

And the market is starting to punish them for it.

The Industry’s Fatal Confusion:

Are You Selling a Home or a Yield Machine?**

I’ll say it clearly:

Developers are selling investment products to homebuyers…
and selling homes to investors.

It’s a complete mismatch.

Talking ROI to a family that just wants to live the Bali dream? Absurd.

People who want a home care about peace, safety, stability, neighborhood, freehold, legacy—not your 12% ROI fantasy.

Selling “ocean view sunsets” to an investor who will never set foot in the villa? Ridiculous.

And yet, the industry keeps spending a fortune on ads targeting…
no one.

Because neither target audience sees their needs reflected.

The Hard Question:

Why would anyone pay $500K upfront for a 30-year lease on an asset that depreciates faster than it yields?

The honest answer?

They wouldn’t—unless they were sold the wrong dream.

And that’s exactly what’s happening.

Most “turnkey investments” are not designed for investor logic.
Most “homes” sold as investments are not designed for end-users.

The entire category is trapped in identity crisis.

Investors Want Something Completely Different

Let’s be brutally clear about what real investors want:

✔ A money-making machine

Not a Balinese Pinterest moodboard.

✔ Frictionless acquisition

They want to buy like they buy stocks.
Click → Confirm → Done.
No traffic, no visits, no WhatsApp chaos.

✔ Speed

Fast due diligence.
Fast closing.
Fast capital rotation.

✔ Positive ROI

Predictable. Transparent. Tax-efficient.

✔ Zero admin

No paperwork. No legal maze. No Indonesian headache.

✔ Liquidity

They want to exit without begging a broker or relying on seasonal demand.

If your product doesn’t deliver these things, then stop calling it an “investment.”
You’re selling a vacation home wrapped in investor language—and the market sees through it.

Home Buyers Want Something Entirely Different

End-users buying a home in Bali are not your investor avatar.

They want:

✔ Peace of mind

Not rental spreadsheets.

✔ Stability

Not yield projections.

✔ A home

Not a “yield-optimised asset.”

✔ Freehold or lifetime security

Not 30-year lease speculation.

✔ Family vibes, predictable community, long-term comfort

Not “bookings,” “ADR,” and “operational risk.”

When you market “ROI, ROI, ROI” to this group, you don’t look professional—you look disconnected.

The Result?

Millions Burned on Ads Targeting No One.**

Developers keep shouting into the void.

Their funnels fail.
Their ROAS collapses.
Their leads are confused.
Their team closes the wrong clients.
Their “investment” products sit on the market for months.
Their “homes” end up owned by people who never wanted to live in them.

And still the industry blames the economy, the rates, the seasonality…
instead of the obvious:

**You don’t have a product–market fit problem.

You have a customer identity problem.**

The Future Belongs to Developers Who Choose a Side

Those who win will be the ones who say:

“We build for investors.”
or
“We build for homebuyers.”

Not both.
Not neither.
Not the grey zone.

Because the two products, two value propositions, and two customer journeys have nothing in common.

Pick your lane—then build the system for that lane.

And Here’s the Twist…

Propex Exists Exactly Because Developers Got This Wrong**

Propex was not designed for families.
It was not designed for residential homebuyers.
It was not designed for people hunting sunsets.

Propex was engineered for investors.

Investors want:

• liquidity

• fractional entry

• speed

• transparent yield

• digital ownership

• efficient tax structures

• instant global capital access

• frictionless acquisition

• institutional-grade governance

So we built exactly that.

A platform that speaks the language of capital—
because the industry keeps speaking the language of confusion.

Final Thought:

If you’re a developer selling “turnkey investments” without understanding how investors actually behave, you are not an investment company.

You are a homebuilder trapped in the wrong narrative.

Fix the story → fix the product → fix the market.

The industry won’t survive the next cycle on confusion and glossy renders.

But the ones who align their product to the right customer, will dominate.