Between luxury real estate and fairways

From marketing professional to real estate expert

With a background in marketing and communication, Katerina ventured into the real estate industry seven years ago. “For a long time, I worked in marketing for large companies, including real estate companies, where I was responsible for large budgets and managed employees. At some point, I wanted to try something new,” she explains. The move into the real estate sector turned out to be the perfect combination of her professional strengths. Today, Katerina is an expert in the premium segment and particularly appreciates the contact with interesting people, exceptional properties and interesting tasks. “It’s incredibly exciting to get to know people you wouldn’t normally come into contact with,” she enthuses. “You also get the opportunity to discover properties that you would otherwise only be able to admire from the outside.”

No run-of-the-mill solutions

On the other hand, the requirements in the exclusive real estate segment are high and the clientele is demanding: “There is a very small circle of people who want to and can afford this type of property. They have clear ideas and rarely make compromises,” says Katerina. To be successful here, discretion, trustworthiness and a very high level of customer orientation are crucial. “Whether we are dealing with the seller or the buyer as a stakeholder group: The willingness to provide service in this segment always goes beyond the normal level. You are also a partner to the customer, not just a salesperson,” says Katerina, describing the requirements. Individual and tailored advice is a must. “There are no run-of-the-mill solutions in the premium segment,” she emphasizes. “Every property, every customer and every business is different. You have to have a lot of intuition, take a lot of time, listen carefully and understand what is wanted.”

Marketing know-how and network

Katerina’s expertise in marketing communications helps her understand the real estate market and respond to its developments. “I know from my marketing background that concepts must be tailored to the target audience, that you need to understand your positioning, and that the brand promise, customer value, and the customer journey—with its various touchpoints—are key. I also understand how to build a brand,” she explains. Furthermore, her previous professional experience has provided her with an extensive network that benefits Katerina today. “Maintaining a network is like maintaining friendships,” she says with a smile. “We have to constantly work on our network and nurture it.” Her expertise in brokerage and her network are complemented by the comprehensive services Ginesta offers. How does the company stand out from its competitors? “We can offer the entire spectrum from A to Z,” Katerina explains. “Starting with professional property acquisition and evaluation—including an accredited appraisal—through to client support, preparing offers, and Sales, all the way to the complete handling of the contract. We’re also always available for after-sales support. And: Ginesta has very well-trained staff.”

Golf as the perfect balance

Away from the real estate business, Katerina discovered golf three years ago. What originally seemed unattractive to her as an “old man’s sport” quickly developed into a passion. Today, the golf course is her place of relaxation and meditation as well as a sporting challenge. “Golf is much more than just a walk. It requires concentration, patience and precision. I like this combination of mental challenge and outdoor sport in the fresh air. I’m super enthusiastic!” She can regularly be found on the course at weekends during the season – usually together with her husband, who originally inspired her to play golf. Even though networking plays a role on the golf course, Katerina emphasizes that she is primarily interested in enjoying the game. “I want to clear my head when I play golf. Making contacts is not my primary goal. But of course, it always leads to interesting conversations and encounters that can turn into business.”

Patience and strategy

When asked whether there are parallels between her job and her hobby, Katerina doesn’t have to think long. “Just like my work, golf requires patience, concentration and strategic thinking,” she explains. In golf, as in the real estate business, you can’t just “go for it” and hope that success will come by itself. Instead, it’s about planning the right steps and adapting to unforeseen challenges. “If you end up in a bunker while playing golf, you can’t lose your nerve. The same goes for setbacks at work.”

It all depends on the balance

Katerina has clear ideas for the future, both professionally and privately. Together with her team, she wants to further expand her business area, successfully complete the projects she has initiated and, in some cases, develop them further. In her private life, it is important to her to maintain a good balance between family, career and health. “I hope that I can continue to have such a close and wonderful relationship with my husband and our 23-year-old daughter. Simply that everything stays the way it is.” She already has her own dream home in mind: “A house on an island by the sea would be great. With lots of privacy, direct access to the beach, a pretty garden and, of course, near a golf course.” With her passion, strategic skills and ability to remain calm under pressure, Katerina van der Laan is ideally equipped to achieve these goals.