The housing sector in Addis Ababa, Ethiopia, has been described as one of the fastest expanding, although there is a lack of affordable and good housing. Similarly, there is a lack of literature on the enablers and constraints of real estate enterprises' adoption. The study's overall goal was to determine the factors that influence real estate firm non financial performance in Addis Ababa, Ethiopia. The study examined the impact of the construction period, mortgage finance, location, and pricing on the non financial performance of real estate firms. The study was conducted using a explanatory research design. An empirical model also guided the research. The current study's target group was salespeople who worked for real estate companies. The study's population consisted of 91 sales representatives. A structured questionnaire was utilized to collect data. Before data collection, the necessary permits and consents were obtained. In the analysis, explanatory and inferential statistics were used. The study found that the non financial performance of real estate firms was negatively correlated with the construction period, location, and price. The relationship between mortgage financing and the non financial performance of real estate firms, on the other hand, was positive. From the regression analysis outcome among the four determinants under investigation, mortgage financing was inferred to have the list implication on the non financial performance of real estate firms. Price was inferred to be consequential to the non financial performance of real estate firms. The study advised real estate firms to thoroughly assess their target customers before deciding on location and pricing, to correctly manage the development process, and some real estate firms were not implementing mortgage financing the research suggests them to begin integrating mortgage which benefits the buyer, real-estate firms and financial institutions.