Why influencer marketing?

CM by Lukinski

Influencer marketing is today one of the most effective ways to reach target audiences directly. With creative strategies and data analysis, influencers help convey brand messages authentically and personally. Whether for lifestyle products, fashion or even high-end real estate — influencers build trust and bring reach.

This is exactly where CM Creator comes in: with tailor-made campaigns that set trends instead of following them. So if you feel like diving into the world of influencer marketing, CM Creator offers the perfect opportunity.

Job opening: Influencer Marketing Specialist (full-time)

In this role you develop and manage influencer campaigns for well-known clients. From selecting the right creators to performance analysis, you’re involved in every step. Your workplace is our office in Cologne, where a young, creative team is waiting for you.

• Develop creative strategies
• Plan and implement campaigns
• Collaborate with influencers
• Analyse data and optimise results

Sounds exciting? Then apply now and get started!

• Apply: Influencer Marketing

Internship in influencer marketing – career starter

Want to gain your first experience in influencer marketing? As an intern, you’ll support our team in planning and implementing campaigns. In doing so, you’ll learn everything you need for a career in this field.

• Support in developing strategy
• Research and outreach to influencers
• Organising and evaluating campaigns
• First insights into data analysis

An internship at CM Creator lays the foundation for your career in digital marketing.

• Apply: Influencer Marketing

What connects us

Whether at CM Creator or here at Lukinski — the key to success lies in the combination of creativity and strategy. While at Lukinski we focus on real estate marketing, CM Creator shows how these principles translate to influencer marketing. Both worlds benefit from innovation, precision and a focus on genuine connections.

Apply now

Whether a full-time position or an internship — at CM Creator you can expect a creative environment where you can grow. Apply today and become part of a team that is redefining influencer marketing.

We look forward to your application!

What does an influencer agency do?

You can find our influencer agency and more cases here: CM Creator Cases!

Outdoor and event campaigns:

Indoor campaigns:

Fashion! All the way to virtual influencers:

Platforms like Model Agency One bring brands and creators together for high-impact campaigns.

Villa verkaufen: Wenig Routine, hoher Anspruch

Guide by Stephan M. Czaja, Lukinski

• Location and surroundings
• Land size
• Architecture and year of construction
• Usage possibilities
• Buyer structure

Standard solutions do not work here. Without a clear plan, sellers lose time, negotiation room or, in the worst case, money.

• Rare sales situation
• High asset value
• Individual starting position

The right start: clarify goals and framework

Before documents for the sale are compiled or conversations are held, the direction should be clear. Is it about discretion, a quick closing or the maximum price?

This decision shapes the entire sales process. Just like in villa sales in Düsseldorf or also in villa sales in Berlin.

• Set a price target
• Define the time horizon
• Determine the degree of publicity

Also in real estate sales in Cologne.

A clear start prevents unnecessary corrections later on.

No desire to read? Stream for free

The 12 steps in the sale are also available as a video. More content can be found on my YouTube real estate channel.

Preparation: the basis for a clean sale

The quality of the preparation largely determines the success. Especially in the high-price segment, buyers expect transparency and professionalism.

• Documents complete
• Price realistically set
• Strategy clearly defined

Structure the documents

The higher the quality of the villa, the higher the expectations. Missing or unclear documents almost always lead to delays.

• Land register extract and cadastral map
• Construction plans and floor plans
• Proof of renovations

Realistically assess the property value

Comparable properties are limited in Cologne, offer prices are often not reliable. The market value results from an individual assessment.

• Location and micro-location
• Condition and equipment
• Usage potential

The offer price is a strategic tool – not a wish list.

Highly sought-after villa locations in Cologne

In the high-price segment, the demand is particularly focused on:

• Marienburg
• Hahnwald
• Rodenkirchen
• Lindenthal
• Sülz (outlying areas)
• Junkersdorf



Marketing: public or discreet?

When selling a villa, the question of the right marketing approach almost always arises.

• Discretion vs. reach
• Buyer quality vs. visibility

Off Market: targeted and confidential

In Off Market sales, the villa is offered exclusively to selected interested parties.

• No real estate portals
• Targeted buyer communication
• High discretion

On Market: Visible, but controlled

Public marketing increases reach, but requires clear control.

Many inquiries do not automatically mean the best closing.

Sell yourself or hire a real estate agent?

Both options are possible, but they differ significantly in terms of effort.

• Self-management or professional support

Private sale

Full control, but also full responsibility – from pricing to negotiations.

The key question is often: Are you willing to invest your time in it?

Selling with an experienced real estate agent

A specialized agent structures the process, filters buyers, and conducts negotiations. The decision-making power remains with the owner.

• Market experience
• Qualified buyer network

Contact

Common mistakes when selling a villa

Most problems arise already during the preparation phase.

1. Unrealistic price expectations
2. Incomplete documents
3. Inappropriate marketing
4. No credit check
5. Unstructured viewings
6. Weak negotiation position

Buyer selection and viewings

In the villa segment, quality matters more than quantity.

• Few, suitable interested parties
• Check creditworthiness early on

Negotiation, notary, and closing

Price negotiations are factual and based on figures. After agreement, the purchase contract, notary appointment, and payment processing follow.

• Review the contract
• Notary appointment
• Arrange handover

Taxes and follow-up

After the sale, tax-related issues should be clarified.

• Check for speculation tax
• Consider usage

Sell securely? With structure and experience

Selling a villa in Cologne is complex and demanding. Those who approach the process structuredly, make clear decisions early on, and actively steer the process create the best conditions for a successful closing – regardless of whether it is sold discreetly or publicly.

Valuing an apartment building in under 5 minutes

Let’s start with a case that could happen to you today:

Imagine a friend sitting next to you in the café and saying: “Someone wants to sell an apartment building in this street, I knew the old lady, her son is taking care of it now. I’ll ask around for you.” The next day you get the numbers via WhatsApp: 240,000 euros in annual rent, the purchase price should be 8.5 million, A-location. Sounds exciting – but is this really a good deal?

It’s important to note: you only need two numbers in the first step – the purchase price (PP) and the annual net cold rent (ANCR). With these, you can immediately calculate the price factor and the gross rental yield. Both are the most important key figures to determine whether an investment can even be sensible.

Free calculators for your quick evaluation

Whether it’s return or purchase price factor – use my free real estate calculators on Immobilien Guru or directly the purchase price factor calculator.

Stream it for free here – the fastest real estate rating in the world! More videos? Follow me on YouTube x Lukinski Immobilien.

Calculate purchase price factor and gross return

Example:

• Purchase price: 8,500,000 €
• JNKM: 240,000 €

Start now:

Purchase price factor = purchase price / JNKM = 8,500,000 / 240,000 = 35.4

An purchase price factor of 35 means: It takes over 35 years until you have earned back the purchase price through rental income – without costs, without interest, without risk.

Calculate gross rental yield

Return = Annual rental income / Purchase price = 240,000 / 8,500,000 = 2.8 %

At first glance, it sounds okay – but this is the gross return. After costs, significantly less remains. More on this shortly.

Purchase price factor by location – understanding the range

A factor of 35 is not always bad – and a factor of 18 is not always good. Here are the typical ranges:

The magic threshold: why calculations start only from ~5.5 % gross yield

If you’re working with debt capital – and that’s almost everyone – you need to account for the ongoing costs. Here’s the honest breakdown:

What really eats into your return?

• Interest: currently about 3.5 % p.a. on the loan amount
• Maintenance: 1.0 % (new build) up to 4.0 % (unsanitized old building) – rule of thumb average: 2.0 %
• Management: 250–350 € per residential unit p.a. (about 0.3–0.5 % of the purchase price)
• Rent default allowance: 2 % of the JNKM (vacancy, rent nomads)
• Amortization: 1–3 % – this is not a loss, but asset building

Rule of thumb: Only from a gross return over 5.5 % does the object cover itself. At 2.8 % you pay every month – even with full rental income.

Gross vs. Net – the crucial difference

Example on a 4 million € purchase price with 240,000 € JNKM (= 6 % gross):

• Gross rental income: 240,000 €
• – Maintenance 2 %: −80,000 €
• – Management: −10.000 €
• – Vacant rate 2 %: −4.800 €
• = Gross rental income: approx. 145.000 €
• Gross rental return: 145.000 / 4.000.000 = 3,6 %

From 6 % gross, you quickly end up with 3,6 % net. This number belongs in every pitch.

How much should you pay at most?

Turn the formula around. You want at least 6 % gross return?

Maximum purchase price = JNKM / desired return = 240.000 / 0,06 = 4.000.000 €

At 6 %, the object should cost at most 4 million €. At 8 %, even only 3 million €.

Example: You want 8 %

Purchase price = 240.000 / 0,08 = 3.000.000 €

Anything above that is not financially attractive – or you have to negotiate the purchase price down.

Purchase ancillary costs – the forgotten factor

Attention: The pure purchase price is never the final price. For an apartment building, purchase ancillary costs of 8–12 % are added on top:

• Land transfer tax: 3,5 % (Bavaria) up to 6,5 % (North Rhine-Westphalia, Brandenburg)
• Notary + Land Registry: approx. 1.5–2.0 %
• Real estate agent commission: 0–7.14 % (negotiable, often split)

With a purchase price of 4 Mio. €, you realistically need to plan for a capital investment of 4.3–4.5 Mio. €. These additional costs further reduce your return by approximately 0.3–0.5 percentage points.

Cashflow Reality Check – what remains at the end of the month?

Quick calculation for a MFH for 4 Mio. € with 80 % financing:

• Equity (20 % + additional costs): approx. 1.2 Mio. €
• Loan: 3.2 Mio. € → Interest 3.5 % + repayment 2 % = 5.5 % annuity
• Annual annuity: 176,000 €
• Annual net rental income: approx. 145,000 €
• Operational cash flow: −31,000 € p.a. (before tax, before depreciation)
• After depreciation (2 %) and tax advantage: usually ±0 or slightly positive

Insight: Even with a 6 % gross return, the deal is often only “black zero” in the first few years. Wealth building occurs through repayment + appreciation, not through cash flow.

Rent increase potential – the hidden lever

A factor of 30 can be a top deal – if the rents are 30% below market level. This is very common in older stock with long-term tenants.

Example: 240,000 € JNKM today, market rent would be 320,000 €. After a tenant change and modernization, the return increases from 2.8% to 3.8% – and so does the market value. This is the King’s discipline: buy, improve, rent out, hold.

Therefore, always ask:

• How old are the rental agreements? (Index rent? Seasonal rent?)
• How far below the rent index are the rents?
• Is there modernization potential (§ 559 BGB rent increase after modernization)?
• What is the local comparable rent?

Checklist: Which numbers do you ask the seller?

Before you make an offer – you need to know these points:

• Purchase price + presentation of negotiation room
• JNKM – breakdown per unit (target and actual rent)
• Living and usable area in m² (total + per unit)
• Year of construction + last major renovation
• Energy certificate (efficiency class, final energy demand)
• Heating system (type, year of construction, GEG compliance)
• Roof + facade (condition, last renovation)
• Tenant structure (rental period, age, social situation)
• Vacancy currently + last 3 years
• Reserve fund for maintenance (if available)
• Land register extract (encumbrances, easements, right of way)
• Standard land value + land size
• Ground rent? (a critical factor for many buyers)

Are 8.5 million a good deal? Income-generating property vs. investment property

On immobilien-erfahrung.de, I have elaborated extensively on this topic: Difference between Return and Investment Real Estate.

The difference lies in the focus: With a return property, what matters is what comes into your account monthly – positive cash flow through rental income, usually in B-locations and C-locations. With an investment property, you rely on long-term appreciation and sale proceeds – usually in A-locations like Berlin, Cologne, Dusseldorf, Hamburg, Munich.

Do you want cash right away? Option 1 brings you ongoing income. Do you want more cash in the long term? Option 2 requires patience, capital, and market knowledge – in return, a big profit is possible later (and possibly tax-free after 10 years).

Even better:

If you buy in a prime location at a low price and renovate: Cashflow + Longterm Cash = Top class. Buy, renovate, increase rent, benefit from appreciation.

FAQ – the most common questions about the MFH quick valuation

At what purchase price factor does an apartment building become worthwhile?

As a rough rule of thumb: A factor below 20 is classic cashflow territory, 20–25 is a mixed calculation, above 25 you need to invest subst

About us: Lukinski & Partner in NRW, Berlin, Munich

My name is Stephan M. Czaja, founder of Lukinski. Together with my investor partners, we have more than 30 years of experience in investment, property purchase, and asset management. This experience allows us to provide a thorough rating within a few days and to handle sales without complications — from the first contact to the notary.

Our success is based on three fundamental principles: reliability, discretion, and flexibility. Anyone who has sold to us knows: no chain of enquirers, no viewing tourism, no backing out due to failed bank financing.

Direct purchase instead of real estate agent sale — the difference

With a classic real estate agent sale, your property is on the open market for 3–9 months. With a direct purchase from a long-term investor like us, you speak directly to the end buyer — no middlemen, no credit risk, no open listing.

• Speed: Initial offer within 14 days, notary appointment in 4–8 weeks
• Safety: Equity checked, no financing reservation required
• Discretion: No public advertisement, no viewing with neighbors
• Costs: No real estate agent commission (savings of 3.57 % gross of purchase price)
• Clarity: One negotiation partner instead of 20 interested parties

Our Focus: Apartments up to 50 m² & Multi-family homes from 200 m²

Our purchase profile is deliberately narrow. We don’t buy everything — we buy what we know, can assess and can hold in our portfolio in the long term. Specifically:

• Condominiums with 1–2 rooms, up to 50 m² living area
• Multi-family homes from 200 m² total living area, ideally 4–20 units
• Construction year from 1950 (younger preferred, Wilhelmine period upon request)
• Rented or unrented — both are welcome
• Location: A- and B-locations in NRW, Berlin, Munich and surrounding commuter belts
• Rental yield expectation: from 3.0 % gross in Munich, from 4.5 % in NRW

Contact us — discreetly and without obligation

Do you own a property that meets these criteria? Then get in touch. We treat every inquiry confidentially and provide an initial indicative price range within 14 days.

• Contact us directly
• Download the purchase profile as PDF

Purchase criteria in detail — Apartment vs. Apartment building

To help you quickly assess whether your property fits, here are the criteria of both asset classes in direct comparison:

What we do NOT buy

Just as important as the acquisition profile is the exclusion profile. Save yourself and us time — the following properties do not fit our strategy:

• Single-family homes for personal use
• Vacation properties, micro-apartments under 18 m²
• Leasehold properties without remaining lease term of over 50 years
• Commercial properties without residential component
• Locations under 50,000 inhabitants outside metropolitan regions
• Properties with unclear ownership status (except inheritance communities, more on this below)

Location profiles: Cologne, Dusseldorf, Berlin, Munich & more

Every city has its own investment profile. Rent level, purchase price factor (multiple of annual net cold rent) and typical micro-locations differ significantly. Here is an overview of our core locations:

Why exactly these locations?

These cities have in common: high immigration, low vacancy rates (under 2%), strong rental housing market, demographically growing target groups. For existing investors, this means: calculable rental default risks and stable value development. More about real estate as an investment.

Why small apartments — the investor logic

Compact 1- to 2-bedroom apartments are the most defensive asset in the residential segment from the landlord’s perspective:

• Highest rental demand: Singles, students, young professionals, commuters
• Lowest vacancy: Faster reletting, shorter vacancy periods
• Highest rent per square meter: Small apartments generate more per m² than family homes
• High fungibility: In the case of sale, always liquidatable
• Lower investment sum per unit: Better diversification in the portfolio

Condition of your property — we buy any

We buy real estate in any condition. Renovation needs, renovation backlog, vacant units, or difficult tenant structures are not exclusion criteria — they are part of our value creation logic.

Move-in ready & modernized

Immediately rentable properties at comparative value. Here, we pay market-typical factors without renovation discount.

Needs renovation

Renovation backlog is considered in the purchase price — we calculate based on our trade structures, not on list prices. This gives us room to still make you a fair offer.

Problem properties

Tenant nomads, construction defects, unclear heating situations, mold, missing energy certificates — all are discussable. Talk to us openly about it, the more transparent you are, the faster the rating.

How we evaluate your real estate

Fair prices don’t mean “any price”. We work with two standardized methods:

Income value method (for multi-family homes)

Purchase price = annual net cold rent × factor. The factor is determined by location, condition, rental index position, and modernization potential. Example Cologne-Ehrenfeld, existing rental, medium furnishings: annual net rent 60,000 € × factor 24 = purchase price 1,440,000 €.

Comparison value method (for condominiums)

Here we use actual sales of comparable apartments from the expert committee and adjust based on factor and condition. More information on this in our guide to real estate valuation.

What specifically increases or decreases the price

• +: Energy efficiency class A–C, balcony/terrace, elevator, parking space, quiet location despite central proximity
• +: Current rent below rental index (catch-up potential)
• −: Energy class F–H, renovation backlog, leasehold, unfavorable layout, ground floor facing the street
• −: Current rent significantly above rental index (risk of rent increase freeze)

Sale process — 5 steps to the notary

1. Enquiry (Day 1): You send us key details about the property via the contact form or by email.
2. Document Check (Days 2–7): We request land register extract, rental agreements, energy certificate, living space calculation. For multi-family homes additionally the last two years’ additional costs statements.
3. Indicative Offer (Days 7–14): You receive a written price range with evaluation logic.
4. Viewing & final offer (Weeks 3–4): A single discreet viewing, after which a final binding purchase offer is made.
5. Notary appointment (Weeks 5–8): Certification, preliminary registration, payment of purchase price via notary escrow account or direct payment against release of encumbrances.

Document Checklist — what you need

The more complete your documents, the faster the evaluation. The following documents should be ready:

Mandatory (always required)

• Current land register extract (not older than 3 months)
• Parcel map / location plan
• Living space calculation
• Energy certificate (consumption or demand certificate)
• Floor plan

Additional for Condominiums

• Partition declaration with division plan
• Last 3 meeting minutes of the condominium owners’ association
• Financial plan and annual accounts of the WEG
• Amount of the maintenance reserve

Additional for rented properties

• Current rental agreements
• Rent breakdown with cold and warm rent per unit
• Additional costs statements of the last 2 years
• Rent increase history

Special cases: Heritage, Divorce, Compulsory situation

Heirs’ community

We buy regularly from

Buying a villa in Cologne: The luxury real estate market

As villas are luxury properties in a class of their own, discretion plays a crucial role here. This is why most sellers choose to sell their properties away from the usual sales channels. The focus is not only to offer clients unique properties, but also to ensure a discreet and protected environment for the entire transaction process.

Tip! Find exclusive villas via Off Market Deals

An insider tip in Cologne’s luxury real estate market lies in the “off market” area – an exclusive niche where properties are traded confidentially. Here, villas are offered before they are publicly listed, providing a unique opportunity for discerning buyers. The discretion and exclusivity of this approach makes it possible to discover first-class properties that cannot be found on conventional platforms.

Prices for these exclusive properties have risen noticeably in recent years due to increased demand and the ongoing phase of low interest rates. Nevertheless, the market for luxury villas in Cologne remains extremely attractive for connoisseurs of the exclusive real estate market.

You can find out more about our off-market properties here:

• Off Market Real Estate

Generate cash flow with a villa as an investment

By purchasing a villa, buyers are banking on long-term added value and versatile usage options. These exclusive properties not only offer prestigious living space, but also serve as a promising capital investment. More and more buyers are choosing to use their villa not only as a luxurious home, but also as a rental property in order to build up long-term assets while benefiting from a sophisticated lifestyle.

Location, location, location: Cologne’s most exclusive neighborhoods

Cologne’s most exclusive districts are true jewels of urban luxury living. The most sought-after residential areas include Marienburg, where historic villas and spacious estates dominate the scene, Lindenthal with its green surroundings and stylish avenues, and Rodenkirchen, which impresses with its exclusive atmosphere and prime location on the banks of the Rhine. Bayenthal with its urban flair and Hahnwald with its quiet, upmarket residential area are also among the top adresses for discerning real estate buyers.

The most sought-after neighborhoods for villas:

• Marienburg Castle
• Lindenthal
• Rodenkirchen
• Hahnwald
• Bayenthal

Procedure: explained step by step

Buying a villa is a structured process that involves various steps. From the initial budget planning to the active property search and the handover of the keys – every step is crucial for a successful conclusion.

Buying a villa – The process explained step by step:

Checklist: Location, size and equipment

Basically, several components play a role when buying a villa. These include, among other things and very roughly simplified:

• Location
• Size of the property
• Room layout
• Equipment
• Safety of the environment
• Accessibility of the villa

The purchase of a villa is accompanied by various cost factors that need to be taken into account. In addition to the purchase price, there are also incidental purchase costs, including estate agent’s commission, notary fees and land transfer tax. Detailed financial planning is essential to avoid unpleasant surprises.

Let’s take a closer look at the individual cost items in the next step.

Purchase price & ancillary costs at a glance

When purchasing a villa, both the purchase price and the ancillary purchase costs play a decisive role. The purchase price comprises the sum for the actual property, while the ancillary purchase costs represent additional expenses. But be careful: Some of the ancillary purchase costs are the same in all federal states. The other part differs depending on the federal state in which you buy your villa. There may also be the estate agent’s commission, which is split equally between the buyer and seller in the case of a private purchase.

But how high are the incidental purchase costs in Cologne? Here is an overview:

• Real estate transfer tax: 6.0%
• Notary fees: 1.5%
• Land register entry: 0.5%
• Broker commission: 7.14%

Conclusion: Buying a villa in Cologne

Buying a villa in Cologne means immersing yourself in a world of luxury and exclusive living comfort. The city’s special charm is reflected in sought-after districts such as Marienburg, Lindenthal and Rodenkirchen. An insider tip for discerning buyers: buy off market, as villas here are traded discreetly before being listed publicly, increasing the chance of unique discoveries.