AgriOn CEO Nikolay Minev was among the speakers at InvestPRO Conf - Profitable Investments in 2026. He analyzed how market myths influence owners' decisions and why good intentions are not always a good investment strategy.

What drives the market

A land market exists when there is a real buyer.

Nikolay Minev explained who is buying today: farmers are looking for plots around their own farms. Funds and professional investors are entering with large volumes and high-quality assets. Small investors who buy with the hope of quick profits are almost non-existent.

Sales come from heirs with no emotional attachment to the property, owners under financial pressure, and portfolio investors who are reevaluating returns.

Liquidity depends on the quality of the property, its size, consolidation, and the availability of a user. The price comes after these factors, not before them.

Decision-making framework

The CEO of Agrion presented three scenarios:

• Buy when the property improves its position and the price is realistic in relation to market demand.
• Hold on, when the property is high-quality, you have a stable user, and you can wait without pressure.
• Sell when the property has no commercial potential or you need the capital for a better investment.

"Investment decisions are strongest when they are timely and informed," Nikolay Minev emphasized.