Lars has worked in the luxury segment of both 5* hotels & resorts and real estate for over two decades. He has demonstrated a strong acumen for strategic planning, relationship management, and innovative marketing techniques, which have contributed to his success in the competitive high-end hospitality and real estate sectors. His collaborative approach, coupled with a deep understanding of sales dynamics and business development, has enabled him to achieve remarkable results and establish a reputation as a dynamic and influential professional in the industry.
Prior to joining Caudwell, Lars has worked on key residential developments around Prime Central London, such as One Hyde Park, Chelsea Barracks and Park Modern, and before that held leadership positions at a London boutique advisory firm, a developer of a hotel & serviced residences in Brazil and hospitality companies like Starwood Hotels & Resorts.
Can you share the story of what inspired you to pursue a career in the luxury real estate sector?
Transitioning from a career in sales and marketing for luxury hotels to the luxury real estate industry was a natural evolution for me, driven by my passion for both sectors and the skills I developed along the way.
In my previous experience at a 5* Deluxe hotel, I developed skills in understanding guests' requirements and expectations, building strong relationships, and creating unforgettable experiences. These skills are directly transferable to luxury real estate, where catering to high-net-worth clients is key. My marketing background also sharpened my expertise in branding and positioning, crucial for promoting luxury properties effectively.
Ultimately, my transition was fuelled by a desire to leverage my sales and marketing capability in a new context while continuing to serve a clientele that appreciates luxury and exclusivity. The shift has been rewarding, allowing me to combine my passion for real estate with my background in hospitality, creating a unique approach to client service in the luxury market.
What’s been the most significant moment or milestone in your professional journey that has led to where you are today?
Reflecting on my professional journey, I feel there is not one significant moment that has shaped who I am today, but rather an accumulation of steps and milestones.
One of the earliest, pivotal experiences was my entry into sales and marketing for luxury hotels. This role taught me the importance of exceptional client service and the art of making things happen. I learned to anticipate the needs of high-end guests and deliver a personalised service, which laid the foundation for my understanding of the luxury market.
As I continued to grow in my career, I sought opportunities for professional development like overseas real estate development start-ups and side steps into a boutique strategic advisory firm and Interior Design. This approach to learning allowed me to deepen my knowledge of working with clients and stakeholders from vastly different backgrounds and with very different demands.
Networking has played a crucial role throughout my career. Building relationships with industry professionals and having had some mentors along the way helped me gain deeper insights and refine my approach.
Given one element of Caudwell’s vision is to create the most desirable, sumptuous and valuable residence in London, how do you continue to stay focused and at the top of your game?
Staying focused and at the top of my game is both a personal and collaborative journey. I am fortunate to be part of an exceptional team of experts in their respective fields, including construction, interior design, and our wider project delivery team. This collaboration paired with John Caudwell’s clear vision fosters a culture of excellence with a meticulous eye for detail.
We share insights and best practices, which not only enhances our collective knowledge but also cultivates a supportive environment where creativity flourishes and expectations will be exceeded.
Operating at the highest level often involves taking risks. But what role do you believe risk-taking plays in achieving success?
Operating at the highest level in any industry does involve a certain degree of risk, but for me, it’s less about taking risks in a traditional sense and more about adhering to the vision that the Caudwell brand represents. This vision is rooted in a passion for creating exceptional, luxurious residences that resonate with our buyers and that will stand the test of time.
Some may interpret our commitment to this vision as risky, especially in a competitive market that often encourages shortcuts or compromises. However, I view it as a steadfast dedication to excellence. By committing wholeheartedly to our mission, we create a solid foundation for long-term fulfilment for both our team as well as our future residents.
What is your leadership philosophy, and how do you use this to inspire and motivate those around you?
My leadership style is rooted in empowerment, leading by example, and fostering a cooperative environment. I believe in the power of teamwork, I strive to create an atmosphere where team members feel confident in their abilities and are encouraged to take initiative. By providing them with the tools, resources, and support they need, I enable them to make decisions and take ownership of their work. My commitment to continuous learning, improvement and accountability hopefully inspires my team to adopt a similar mindset, encouraging them to pursue excellence in their own roles.
Innovation is often the difference between better and best. How do you personally help foster a culture of creativity within Caudwell?
Caudwell is a relatively small company where opinions are encouraged and valued. We recognise that different perspectives and backgrounds can lead to more creative solutions. We encourage employees to seek input from colleagues with different experiences and expertise.
Can you share a specific setback in your career, and how you utilised that experience to learn, grow and improve?
Rather than dwell on setbacks I’ve always just focussed on getting back on track. There were times when I had moved to Brazil for a new 5* hotel and serviced a residences project only 6 months before Lehman Brothers collapsed. This changed the world and also meant the project was axed. Rather than moving back to credit crunch hit London in January 2009, I decided to spend some time in Miami and plan my next steps from there. The sunshine made the ‘setback’ that much more pleasant, and I quickly picked a new job in London.
At other times I’ve regretted accepting jobs that in hindsight I should have not accepted; I should have listened to my gut feeling and not felt pressured by ‘having to have a job’. These experiences taught me valuable lessons about the value of my own goals and desires and to be comfortable choosing an organisation with a culture I could thrive in.
The property market is renowned for being very demanding and many successful individuals in this market face challenges in balancing work and personal life. How do you manage this balance, and what strategies do you use to prevent burnout?
Working in real estate is much more of a lifestyle than just a career, I find. It’s a commitment that often extends beyond traditional working hours, with weekends rarely being sacred. This relentless pace can make it challenging to balance work and personal life, but I think ‘most of us’ surround ourselves with a supportive network of trusted colleagues and friends. Having people one can rely on not only helps in navigating the stresses of the job but also makes the experience enjoyable. Sharing the highs and lows with individuals who understand the demands of the industry creates a sense of camaraderie and provides a valuable support system for advice and encouragement.
Additionally, I have the luxury that my commute home is a walk through the park. It’s a great way to reset prior to reaching the gym or home. Lastly, a couple of longer trips abroad enable me to (nearly) switch off and recharge the batteries.
What advice do you have for those aspiring to follow in your footsteps? Are there key principles or lessons you wish you had known when starting your journey??
For those aspiring to follow in my footsteps in the real estate industry, my key piece of advice is to remember that no journey is alike. Each path is unique, and you won’t be able to plan every step along the way. It’s important to remain flexible and open to opportunities, even if they don’t fit your original vision. I’d also encourage aspiring professionals to trust their instincts and take the time to thoroughly evaluate potential opportunities.
Throughout your career I feel it’s worth surrounding yourself with mentors and peers who can provide guidance, feedback and support, as their insights can help you navigate through a situation easier.
Lastly, don’t be afraid to embrace setbacks as learning experiences. Each challenge can provide valuable lessons that contribute to your growth. Stay curious, keep learning, and be adaptable—these principles will serve you well as you forge your own path in real estate.
Finally, are there any resources, such as podcasts, blogs or books you find useful that you’d recommend to others when it comes to personal growth?
When it comes to personal growth, I’ve found that the most valuable resources often come from my network of people. Engaging in conversations with individuals who approach matters differently has been incredibly enriching. Their diverse perspectives and insights can challenge my thinking and inspire new ideas. I encourage others to actively seek out these discussions, whether through formal networking events, casual meetups, or even online platforms. Asking for help or input from those around you can lead to significant learning opportunities and help you achieve more than you might on your own.
While specific podcasts, blogs, or books can be helpful, I believe the real growth comes from the relationships we build and the knowledge we share with each other. Embrace the opportunity to learn from your network, and you’ll find that personal growth often happens in the most unexpected ways.
The views and opinions expressed in this piece are those of the author and do not constitute advice or a recommendation. They do not necessarily reflect the official policy or position of Enness and are not intended to indicate any market or industry viewpoints, or those of other industry professionals.
