09-06-2026
Irina Alazova, CEO of Mercury Group, reflects on why premium real estate requires not only market knowledge, but also a deep understanding of people - their goals, expectations, concerns, family circumstances and investment priorities.
In real estate, trust is not just a word. It is a working tool.
Over the years, I have seen many different transactions.
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Fast ones and complicated ones.
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Emotional ones and highly rational ones.
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Properties purchased for living, for investment, for relocation, for family needs and for children’s future.
But the longer I work in real estate, the clearer one thing becomes: without trust, a strong transaction is impossible.
A client must trust their broker. Because they are not simply handing over a property or a request. They are handing over responsibility — for money, timing, documents, negotiations, risks and often an important stage of their life. But trust must work both ways. A broker also needs to understand who they are working with. Because real estate is not only about square metres, price and location. It is about people, personalities, expectations, fears, family circumstances, investment goals and a great number of human factors.
When there is honest trust between the parties, transactions unfold differently: more calmly, more transparently, more professionally and with fewer unexpected nuances. This is why I have never accepted “schemes”, artificially inflated prices, unclear commissions or situations where a client is used instead of being protected. In premium real estate, reputation is built over many years. But it can be damaged by one wrong transaction. That is why my principle is simple: if I represent a client, I need to know that I am offering a solution I could also consider for myself - as an investor, as an owner, as a person responsible for the outcome. Trust cannot be imitated. It can only be proven - through every transaction, every decision and every professional action.
If you are considering premium or investment real estate in Latvia, I would be glad to speak with you personally and help you find the right opportunity
with Mercury Group.
