Knowledge Economic City has signed exclusive brokerage agreements covering 368 residential units in its Al Alyaa project in Madinah, a push to accelerate sales of one of its flagship developments as it courts buyers and investors at a major regional summit.
KEC Signs Brokerage Deals for 368 Al Alyaa Units
The deals with Keller Williams Saudi Arabia and RE/MAX Smart Concept give the brokers exclusive mandates for selected buildings in Al Alyaa, including about 276 units across Buildings 138, 144 and 148 and another 92 units in Building 149. For KEC, the agreements are less about marketing optics than distribution: tapping two established brokerage networks is intended to widen access to local and international buyers and convert more of its inventory into cash.
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That matters for Saudi Arabia’s real estate market, where developers are leaning more heavily on structured sales channels as demand becomes more competitive and speculative excess eases. KEC said the agreements were signed on the sidelines of the Future Hospitality Summit World 2026 in Dubai, where it held 15 investor meetings, hosted an investor breakfast for 22 participants and a networking reception for 35 investors, developers and operators.
The company is using the summit to position Al Alyaa as part of a broader mixed-use destination in Madinah, with proximity to the Prophet’s Mosque and the Haramain High Speed Railway helping frame the project as both a lifestyle and investment proposition. For investors, the key question is execution: whether the new brokerage mandates can help KEC move inventory faster and strengthen near-term sales momentum in a market that rewards projects with clearer demand channels and broader reach.
The next catalyst will be whether the partnerships translate into booked sales and improved absorption at Al Alyaa as KEC continues to pitch its wider Madinah master plan to regional and overseas capital.
| Entity | Gains | Losses |
|---|---|---|
| KEC | ▲Broader sales reach | ▼Higher sales execution pressure |
| Keller Williams Saudi Arabia | ▲Exclusive unit mandate | ▼Limited to assigned buildings |
| RE/MAX Smart Concept | ▲Access to Madinah inventory | ▼Smaller allocation than peer |
| Buyers/investors | ▲Wider access to project units | ▼Fewer pricing discounts if demand firm |
