Between luxury real estate and fairways

In the world of luxury real estate, precision is everything. One wrong move and the ball lands out of bounds – the deal falls through. Katerina van der Laan knows this game well, both on the golf course and in her job at Ginesta Immobilien AG, where she is co-head of the premium division. “There is no recipe for success when it comes to selling premium real estate,” she says candidly. “The market is volatile, and you have to be flexible. There are phases when everything is going great, and then there are setbacks that force you to rethink your strategy.” In an industry where discretion and trustworthiness are key, Katerina has learned to deal with challenges and respond to the high demands of her clients.

From marketing professional to real estate expert

With a background in marketing and communications, Katerina made the bold move to the real estate industry seven years ago. “I worked in marketing for large companies, including real estate companies, for a long time, managing large budgets and leading teams. At some point, I wanted to try something new,” she says. The move to the real estate industry turned out to be the perfect combination of her professional strengths. Today, Katerina is an expert in the premium segment and particularly enjoys the contact with interesting people, extraordinary properties, and interesting tasks. “It's incredibly exciting to meet people you would normally hardly ever 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

In return, the requirements in the exclusive real estate segment are high and the clientele is demanding: “It is a very small circle of people who want to and can afford this type of real estate. They have clear ideas and rarely compromise,” says Katerina. To be successful here, discretion, trustworthiness, and a very high level of customer focus are crucial. “Whether we are dealing with the seller or the buyer as a stakeholder group, the level of service in this segment always goes above and beyond the norm. You are also a partner to the customer, not just a salesperson,” says Katerina, describing the requirements. Individualized and tailored advice is a must. “There are no off-the-shelf solutions in the premium segment,” she emphasizes. “Every property, every customer, and every transaction is different. You have to be very tactful, take your time, listen carefully, and understand what is being sought.”

Marketing expertise and network

Her expertise in marketing communications helps Katerina understand the real estate market and respond to its developments. “I know from marketing that concepts must be tailored to the target group, that you need to know your positioning, and that the brand promise, customer benefits, and customer journey with various touchpoints are key. I also understand how to build a brand,” she explains. In addition, her previous professional experience has provided her with an extensive network that Katerina benefits from 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 marketing expertise and network are underpinned by the comprehensive services offered by Ginesta. How does the company stand out from its competitors? “We can offer the entire spectrum from A to Z,” explains Katerina. “Starting with professional acquisition and appraisal of the property – including accredited valuation – through to support, quotation and sale, right through to the entire contract process. We are also always available for after-sales support. And Ginesta has very well-trained staff.”

Golf as the perfect balance

Outside of the real estate business, Katerina discovered golf three years ago. What initially 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 walking. It requires concentration, patience, and precision. I like this combination of mental challenge and outdoor sport in the fresh air. I'm really enthusiastic about it!" During the season, she can regularly be found on the course at weekends – usually with her husband, who originally inspired her to take up golf. Although networking plays a role on the golf course, Katerina emphasizes that for her it's primarily about enjoying the game. “When I play golf, I want to clear my head. Making contacts is not my primary goal. But of course, interesting conversations and encounters always arise that can spill over into my professional life.”

Patience and strategy

When asked whether there are parallels between her profession and her hobby, Katerina doesn't have to think long. “Golf, like my work, requires patience, concentration, and strategic thinking,” she explains. In golf, as in real estate, you can't just “swing away” and hope that success will come on its own. Instead, it's about planning the right steps and being prepared for unforeseen challenges. “When you land in a bunker while golfing, you can't lose your nerve. The same applies to setbacks at work.”

It's all about 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. Privately, it is important to her to maintain a good balance between family, career, and health. “I hope to continue to have such a close and wonderful relationship with my husband and our 23-year-old daughter. I just want everything to stay the way it is.” She already has her dream property 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, close to a golf course.” With her passion, strategic skills, and ability to remain calm under pressure, Katerina van der Laan is well equipped to achieve these goals.