In 2016, the Lebanese housing market had reached near saturation, with every resident who could afford to buy a house, already owning one, and with less homes being sold across Lebanon, and less housing loans being taken in the country, all of this wasn’t good news for Byblos Bank, given that it was launching its new housing loans – with lower interest rates and special benefits.
With 5 times-more Lebanese living abroad, than in Lebanon, and more than 50% of them wanting to move back home to Lebanon one day, the opportunity to grow was in targeting Lebanese ex-pats abroad, and since, Lebanese in Lebanon were not potential volume drivers, to sell and promote these new housing loans,
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