STOYAN GOCHEV: THE POWER OF THE RIGHT STRATEGY

As the owner and founder of two of RE/MAX Bulgaria's leading offices, RE/MAX City and RE/MAX City Mall, Stoyan Gochev knows what it takes to excel in the competitive real estate market – and to build a business with lasting value.

One of his most remarkable achievements may seem obvious in hindsight, yet it was truly revolutionary at the time: the opening of RE/MAX City Mall, Bulgaria's first real estate office in a shopping mall. The move helped bring high-end real estate services closer to clients, making them available seven days a week.

Another of Stoyan Gochev's greatest strengths is that he devotes his energy to far more than transactions. Besides being a top-performing broker, he is also a mentor to some of RE/MAX Bulgaria's most successful agents.

His education and professional background help explain his success. Holding bachelor's degrees in finance and insurance and a master's degree in marketing, he has more than 20 years of experience in management, sales and marketing. He has also developed expertise in interior and 3D design.

Mr Gochev's professional interests extend beyond real estate. He is also interested in psychology and coaching, focusing on developing the skills needed for more effective sales and negotiation. A certified Master Practitioner in Neuro-Linguistic Programming, he regularly delivers seminars where he shares his expertise on investment strategies and real estate market trends. He is also the founder of Real Estate Sofia, a specialised publication dedicated to in-depth analysis, forecasts and commentary on the property market.

In 2025, Mr Gochev became a RE/MAX Europe Ambassador in recognition of his outstanding results, ambition and commitment to sharing best practices across the network.

You joined RE/MAX ten years ago and today you are the founder of two of the company's most successful offices, RE/MAX City and RE/MAX City Mall. What is the secret of your success?

When we talk about success, we first need to look at the environment in which a business begins. In real estate, timing is crucial. Are you entering a growing market or one in decline, with fewer transactions and greater uncertainty?

I was fortunate to launch my business in 2015, just as the market was starting to recover. I also joined a globally recognised brand that was only beginning to realise its potential in Bulgaria. That gave me a strong foundation, but favourable market conditions and a powerful brand are not enough to guarantee long-term success.

What matters most are the principles on which you build your business. From the moment I entered the real estate sector, I adopted several guiding principles that have shaped my work for more than a decade.

The first was embracing the RE/MAX values and way of working. One of the most important is exclusive representation – acting professionally on behalf of the client, with clear accountability and complete commitment to their best interests. I believe this approach is one of the cornerstones of a sustainable and successful real estate business.

My second principle is helping people succeed. I have always believed that real success is measured not only by your own achievements, but by how many people you help to grow, earn well and build successful businesses of their own.

That philosophy is at the heart of my RE/MAX offices. My goal was never simply to build an agency with a large number of agents. I wanted to create an environment where people could learn, grow, take responsibility and achieve results.

So I would say that success comes from a combination of good timing, a strong brand, clear principles and, above all, the ability to develop successful people. When the people in a business thrive, the business thrives too.

In 2025, LPBank, one of Vietnam's largest banks, invited Mr Gochev to a special event in Ho Chi Minh City. There, he presented Bulgaria's property market, the EU tax system and the country's investment potential to a select group of investors

What are the most important qualities of leaders in the real estate industry?

In my view, the most important quality of a leader is vision. A leader sees opportunities before others do. They know where they want to take the business and can inspire others to follow. Without a clear vision, it is impossible to motivate people to share your direction.

The second quality is charisma. People follow people, not job titles. Without trust, respect and the ability to inspire, it is difficult to build a strong team. Charisma is not about being the loudest person in the room. It is about making people believe in you and in a shared goal.

Leading by example is equally important. You cannot expect discipline, professionalism and consistency from others if you do not demonstrate them yourself every day. A leader sets the standard through actions, not words.

The ability to develop people is another essential quality. I have always believed that real success lies in helping others become successful. When your team grows, so does your business.

Finally, there is integrity. In real estate, trust is your greatest asset. Deals come and go, but your reputation remains. A true leader always thinks long-term and puts trust before short-term profit.

Why does working with an experienced real estate agent make all the difference?

Anyone can sell their own property. Today there are countless online platforms and tools that make it easy to reach potential buyers. The real question is not whether you can sell it yourself, but whether you can achieve the best possible result.

The biggest advantage is expertise and experience. Most people sell one, two or perhaps three properties in a lifetime, while a professional agent handles transactions every day. That experience is invaluable when setting the right asking price, developing an effective sales strategy and positioning the property to attract the right buyers.

Another major benefit is time. Modern life is busy, and most sellers simply cannot devote the hours needed to phone calls, viewings, negotiations, buyer screening and coordinating the entire process. For a professional agent, this is not an extra task – it is their profession, and their full attention is focused on achieving a successful sale.

Last but not least comes peace of mind. Selling a property is one of the biggest financial decisions most people will ever make. Everyone wants to be confident they have made the right choice, achieved the best market price and completed the sale within the desired timeframe. In many cases, the sale is part of a wider life plan, whether buying a new home, making an investment or raising funds by a specific date.

That is where a professional agent adds real value. Their role is not simply to find a buyer, but to manage the entire process so the client achieves the best possible outcome with minimal risk, less stress and greater peace of mind.

What is the most important thing sellers should know in today's market?

I believe every property owner should answer three key questions before putting a property on the market.

The first is: What is the property's true market value? Many people think they decide the price, but in reality the market does. Owners' expectations often differ from reality. Sometimes the asking price is too high and the property remains unsold. At other times it is set below market value, leaving money on the table.

The second question is: How should I sell it? This means choosing the right strategy, presenting the property effectively, selecting the right advertising channels and creating a strong marketing plan. Even the right price will not deliver results if the property does not reach the right buyers. Today, selling a property is, above all, a well-executed marketing campaign.

The third question is: When is the right time to sell? Timing matters. You need to assess whether the property has been on the market before, analyse the competition, understand the balance between supply and demand and consider current market trends. The right timing can have a significant impact on the final result.

That is why I believe a successful sale is never a matter of luck. It depends on three things: the right price, the right strategy and the right timing. When these come together, the owner does not simply sell a property – they sell it on the best possible terms.

And what about buying?

I believe buyers should also answer three key questions before purchasing a property.

The first and most important is: What is the purpose of the purchase? The answer shapes every decision that follows.

If you are buying as an investment, you need to decide whether your strategy is short, medium or long term. If you intend to resell, you should look for properties with strong potential for capital growth. If your goal is rental income, you need to assess yields in the area. Many people invest where they live or know best, but the most familiar neighbourhood is not always the best investment. What matters is the likely return and the area's long-term potential.

Even if you are buying a home for yourself, you should remember that it is also a capital asset. It needs to meet your current needs, but it should also have good prospects for future value. That is why it is important to look at how property prices in the area have performed over time and what the area's development potential is.

The second question is: What is the property's true market value? Buyers need to know whether they are paying a fair price. That requires comparing similar properties, analysing the market and obtaining a professional valuation.

The third question is: Is this the right time to buy? The answer depends on both market conditions and the buyer's personal circumstances, including their finances, borrowing conditions and long-term plans. The best time to buy is when the right property, the right price and your personal goals all come together.

Ultimately, a successful purchase is not a matter of chance. It is the result of three sound decisions: a clear objective, the right price and the right timing. When these three elements are in place, the buyer is not simply acquiring a property, but making a well-informed investment for the future.

Which property transaction will you never forget?

I will never forget 2017. An investor approached us after acquiring a completed residential development in Sofia's Druzhba district. The building was not in good condition and our challenge was not only to sell the apartments, but first to convince the investor that we were the right partner for the project.

We were competing against several agencies. We prepared a detailed market analysis, a sales strategy and a positioning plan for the development. In the end, it was our expertise and the way we presented our solution that won the client's confidence.

To this day, that investor remains one of our agency's most important clients.

For me, it was a turning point. I realised that in our profession, success does not go to those who make the biggest promises, but to those who are best prepared.

Experiences like this shape your business philosophy. They teach you to analyse, think strategically and see every project not simply as another transaction, but as the beginning of a long-term partnership.

Sofia, 85 Vitosha Blvd
+359 888 776 579
stoyanchochev@remax.bg
remax.bg
global.remax.com