Ghana Real Estate Outlook: Rosewood Highlights Demand for Larger Luxury Apartments in Accra
In this interview, Zara Abishek, CEO of Rosewood Real Estate Services, explains how the company has become one of the most trusted real estate brokerage firms in Ghana. Founded in London and now based in Accra, Rosewood offers rentals, sales, property management, interior design, and a strong real estate consulting service in Ghana. A key differentiator is its no buyer’s fee policy, which is rare in the Accra real estate market and a major advantage for clients seeking a transparent property buying process in Ghana.
Zara shares her observations on the fast-growing Ghana property market, highlighting the expansion of luxury apartments in Airport Residential, rising demand for long-term residences in Accra, and the overall strength of real estate investment in the city. Rosewood works with established developers such as Vaal, Quao Realty, Clifton, and Goldkey, while also consulting for new firms entering the sector.
A central focus is Rosewood’s work with Duston Properties on Euphoria, a landmark mixed-use residential and office development in Accra located on Patrice Lumumba Street. The project offers 60 luxury apartments, penthouses, retail and commercial units, a rooftop pool, a gym, and one of Accra’s rare three-level basement parking structures, with design by Key Architecture Group. Zara describes Euphoria as a unique solution for those seeking to live and work in one location, with spacious one-bedroom units far larger than typical offerings in Accra.
Throughout the conversation, Zara emphasises Rosewood’s commitment to fair pricing, customer service, and integrity, noting that partnering with the right real estate brokerage in Accra is essential for safe and reliable investment. With strong market knowledge and a client-centred approach, Rosewood Real Estate Services continues to stand out as a leading guide for both buyers and developers in the Ghana real estate market.
Could you provide a brief overview of Rosewood Estate Services, including its inception and scope of business?
My name is Zara Abishek. I am the CEO of Rosewood Real Estate Services. I founded the company in 2011 in London and moved to Ghana around 2020. Initially, I came for a holiday to do some investments. One thing led to another, and I closed my office in London, moved to Ghana, and reopened the company here.
What we do as a brokerage firm is pretty much what every brokerage firm does, which includes rentals, sales, and property management. We also have an interior design department. We have also extended to a consulting department. The consulting department is run by me, and it basically consults developers within the full spectrum of real estate. From architects to construction companies, to what type of designs need to be developed, to marketing strategies, to setting up offices and sales teams, training them, and more.
To go back to Rosewood, from my experience in Ghana, I have noticed that almost every real estate brokerage firm charges buyer’s fee when helping them purchase properties. That is precisely what sets us apart–we do not charge buyer’s fee. It is something that has honestly become a major challenge. I have noticed that when people call us, the first thing they ask is, “What are your buyer’s fee?” It is such a common industry practice, but I do not believe in charging buyer’s fee, so we have completely removed that from all property sales. There are fees when people buy land, but that is a whole different angle. There is a lot more work involved in what we do for the buyer, other than just buying a property. That’s one thing that truly sets us apart from the rest.
We have different departments that handle various aspects of our real estate services, and each one has its manager and a team that runs it. One thing I have come to realize, especially in Ghana, is that it is often necessary to recruit a larger workforce than initially required because staff turnover is quite high.
Tell us about your unique selling proposition (USP) or competitive advantage.
When it comes to service-oriented businesses in general, what you would have as an advantage over your competitors is who you are as a person, what you believe in, and what your customers see in you. For me, it’s never been about the money. I have walked away from many opportunities that would have made me a lot of money simply because I did not believe in them or would not enjoy doing the work. If you genuinely enjoy what you are doing, it shows. I do not sell anything I do not believe in or would not personally invest in. When I see the value in something, I go all out to ensure we fully understand what we are offering to our clients. My goal is not simply to make a sale, it is to build trust and long-term relationships. I never want someone to purchase from me and feel no reason to return. We have clients that we have been dealing with for the last 20 years. I started my career in real estate 20 years ago, and to still be dealing with those same clients today, through different markets, shows that we are focused on our customers. It is not just about us. There have been numerous occasions where we have advised customers not to proceed with a purchase simply because we do not believe in it. Even though it means we are losing the commission, it doesn’t matter. Our focus is on providing a service that our customers can rely on and trust us. We want clients to return, whether two years or five years later, and say, “I had a great experience and I am ready to do it again.” It is more about the experience we create for the customer rather than the products we are selling. It is never about the product. I train sales teams all the time, and the key lesson I always try to share is this: you can go to millions of stores that sell the same TV, but you only purchase from a person you like. All Samsung TVs are the same, and lots of stores sell them. You are not buying the product; you are buying the person. That is something I truly believe. All our customers buy the service we give them; they buy me, they buy the agents they are dealing with—not the product.
You’ve worked with a range of clients in the Ghanaian real estate sector. From your vantage point, what are your key observations or opinions about the sector in general?
It is an incredible sector that brings a lot of money into the economy. While there are challenges with some developers who enter the market without adequate experience, who might not build the right product, provide the right service, or even stop projects halfway through. That happens, but overall, the real estate market in Accra, and in Ghana, is incredible. If we look back just ten years, Accra was a different place. Today, something new is being built every day, every week. While some people might say the market is oversaturated, I see it differently: these products are selling so there is a reason for their existence. As long as we have the right infrastructure and strategies in place, Ghana continues to grow, and I honestly don’t see a challenge anytime soon.
To give us a better idea of your work, can you share insights into some of your key clients and notable projects you’ve undertaken with other developers?
As a brokerage firm, we collaborate with a wide range of property developers. Typically, developers reach out to us, and we will upload their listings onto our platforms. When customers inquire, we guide them through the processes and then send them directly to the developer. No money is ever sent to Rosewood Company. When a customer buys a property through Rosewood, the money and the paperwork go through the developer. We believe in transparency. I make sure that my customers understand the process—where their money is going, when they are expected to pay and sign. We act as facilitators, providing a seamless service to the customer while ensuring they are connected directly with the developer. I am highly selective about who we work with, and this is backed by thorough research. Our decision to collaborate with certain developers is not always because others are lacking, but simply because we believe there is a better product on the market, so we focus on those instead. I like to give genuine answers to my customers. For example, I might advise a client that a certain development in Cantonments offers exceptional value, while another in Airport is equally compelling. I also present alternative options so clients can make informed decisions. However, when asked for my personal, professional advice, I will always recommend the one or two that I believe are the best fit.
We work with a wide range of developers, including some of the most established names in the market, such as Vaal, Quao Realty, Clifton, and Goldkey. While we partner with these established companies, we also offer a different kind of service: consulting for new developers. This is where our consulting expertise becomes especially valuable. For example, we are currently consulting for Duston Properties, a new developer launching a project called Euphoria, located on Patrice Lumumba Street in Airport Residential. As experts in the real estate field, we were hired to build their team, create their marketing strategies, and handle everything needed to make the project a success. So this is the actual project which we are working with. This is actually Duston Properties’ office, so we’re obviously based here currently. Euphoria is a fantastic project with 60 apartments, four penthouses, a retail/commercial side on the ground floor, and office spaces for lease. We are only selling the residential units. To support this, we built a sales team for them, which is located just next door. Our consulting services for new developers involve putting the entire package together for them, from marketing strategies to the actual selling of their projects.
Tell us more about Euphoria.
I genuinely believe this is a one-of-a-kind in Accra. It is currently the only project that combines residential and office spaces. This is a huge benefit for our investors because we have created an already-made market for them. The idea is that the people who are going to rent the office spaces are most likely going to live in the apartments. One of the major challenges in Accra is commuting. Most people who come to Ghana complain about the traffic. We recognized this, and that’s why we thought this would be a great idea. You have your office and your home right there, providing a seamless solution.
Where is it located?
Euphoria is located on Patrice Lumumba Street in Airport Residential, just a few minutes away from the airport. It features a rooftop pool, a gym, and a three-level basement car park, which is very rare. The majority of developers in Accra currently only do two. It cost a lot of money to go down to the third, but we did it to give our customers the quality they deserve. It was never just about the money.
The architectural design and construction are being handled by Key Architecture Group, a building contractor with a strong track record. Because our developer is new, they wanted to work with partners who have a proven track record of building fantastic projects. This ensures credibility and quality of the project.
What kind of clientele are you targeting, considering your remark about residents also working there?
We are aiming to attract high-end, luxury businesses for the commercial space. For example, we are considering a luxury car company, a jeweller, or a high-end clothing store. We have a specific selection of businesses we would like to lease to. For the office spaces, we’re very open. I do not like to focus on just one specific type of business. The most important thing for me is that the client is reputable, has a good structure, and a good team to occupy the space. We also want customers who are going to respect the space and respect the residents who are going to be living across the road from them. To ensure this, the commercial and residential buildings are completely separate, even though they share the same land. The access to the commercial space is separate from that of the residential. The basement car park has specific floors for each section, so the residents have their own parking space, the commercial and retail customers have their own parking space as well.
Does the project incorporate any sustainability features or practices?
Sustainability is a key priority for us, and it was one of the core considerations integrated into the planning of Euphoria. We are working with the architect to make it as sustainable and eco-friendly as possible. We are committed to including anything that can make this project greener.
Was there a particular concept or influence that guided the architectural design?
To be honest, I came on board after the design was already complete. However, I can tell you that the project’s unique design was the result of an evolution.
Initially, the developer only planned to build a new office. They soon realized the 1.2-acre plot was too large for just a single office, so they considered building an entire office complex. But even that didn’t fully utilize the land’s potential. That was when the idea to add a residential component was born. We decided to connect the two concepts with a bridge and incorporate residential apartments. This made a lot more sense, as it was the only way to make the investment worthwhile. For anyone familiar with Airport Residential, a 1.2-acre plot is a significant investment and a very large space. By combining the residential, commercial, and retail components, we were able to maximize the land’s value and create a truly unique and practical solution.
To round up the property details, we offer a selection of one-bedroom, two-bedroom, and three-bedroom units. The smallest one-bedroom measures 74 square meters. This reflects our commitment to luxury and spacious living. This is significantly larger than the average one-bedroom in Accra, typically around 50 square meters.
We deliberately chose not to include studios in the building because we wanted to avoid the feel of a hotel with constant short-term stays and high turnover. You will notice that in buildings with a high concentration of studios, there tends to be frequent in-and-out movement for short stays. Our goal is to attract clients seeking longer-term residences, and for that reason, we wanted to give it more of a luxury.
The market has evolved. People are now spending more time in Accra. Three years ago, clients usually looked for short-term stays of two to three weeks. Today, the conversations have shifted to, “Can you find me a two-bedroom apartment to live in?” or “I need a four-bedroom house for my family to move into.”
Because of this shift, we believe that it makes more sense to build bigger spaces.
Is there anything else you’d like to share, perhaps regarding Rosewood Estate Services?
While we may not always be the most visible company in the market, I genuinely believe we are one of the few companies in Ghana truly committed to providing the right service and the right value.
We negotiate effectively for our clients and challenge unreasonable pricing in the market Unlike the common practice of throwing out random numbers, we first analyze if the price makes sense. For example, if a two-bedroom apartment is listed at $4,000 without justification, we make it a point to challenge those figures. We make sure that the value is there before we present any property to our clients. We believe in customer service.
Working with the right company is very, very important because I have all heard stories about things going wrong in real estate in Ghana. By partnering with us, you can be confident that you will receive the right service and true value.
Final words…
I am looking forward to the next stage of Euphoria. The completion is projected within three years. Construction officially began in March, and this is a critical point for investors to note. One key point worth emphasizing is that construction commenced before any sales activity began. This is a critical indicator for investors. It reflects commitment, not just intention. The developer has already invested approximately $5 million of their capital into the development, providing solid proof of their dedication and the project’s reliability. When you see that level of upfront investment, it builds trust and reinforces confidence in the project’s delivery.