Today we’d like to introduce you to Keren Shefer.
Hi Keren, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I started my real estate journey in 2015 with very little, but with a clear inner decision. Since I was young, I was always drawn to buildings, spaces, and design. I studied architecture and design and always knew I wanted to build something of my own.
At the beginning I chose to trust myself and go for it, even without knowing exactly how it would all work. My first purchase was a small multifamily property. I lived in one unit and rented the other while renovating it myself with the help of friends. I only had about $12,000 for the down payment, so everything else came from effort, creativity, and persistence.
After improving the property, I refinanced instead of selling, and that allowed me to move into the next deal and then the next. I kept refinancing, reinvesting, and building momentum. Every dollar I earned, I put back into the next investment. Over time I also started buying at auction and finding creative off market opportunities.
As I kept growing, I expanded into different directions, including Airbnb. One of those projects is Villa Bella, where we saw the potential in the land, expanded the vision, and fully renovated the home from top to bottom to bring it to life.
Along the way I realized that my biggest fear was not failing, but not trying at all. I learned to trust the process and the people I meet. I believe there is a reason for every connection. Some people help me, some I help, and many relationships come back years later in meaningful ways. Building strong relationships with investors, partners, realtors, and contractors has been a big part of my growth.
Over time I understood that the real profit in real estate is made when you buy, not when you sell. If you buy right, everything that comes after puts you in a stronger position. The better the purchase, the higher your upside no matter what strategy you choose. That is why I focus so much on buying correctly and being disciplined from the start. I run my numbers carefully every time and always leave room for the unexpected, because things rarely go exactly as planned.
Today I still carry the same mindset. Believe in yourself, decide you are doing it, trust the process, and keep moving forward.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It has definitely not been a smooth road. Every deal comes with challenges, and many times things don’t go as planned. I’ve had projects where budgets went far beyond what we expected, timelines got delayed, contractors didn’t always deliver the way we hoped, and unexpected issues came up once we opened walls and discovered the real condition of a property.
There were also moments of uncertainty, especially in the beginning, when I was taking risks without having all the answers. Managing cash flow, making the right decisions under pressure, and staying confident through setbacks was not easy.
But those challenges are what shaped how I work today. I learned to be more disciplined with numbers, to plan for the unexpected, to choose the right people to work with, and to stay patient. Real estate is not about avoiding problems, it’s about knowing how to handle them and keep moving forward.
As you know, we’re big fans of KO International Group LLC . For our readers who might not be as familiar what can you tell them about the brand?
I run a real estate business focused on investment, development, and design, with a strong emphasis on creating value from the ground up. We specialize in identifying opportunities others overlook, buying right, and transforming properties through thoughtful renovations, smart planning, and hands on execution.
What sets us apart is the combination of creative vision and financial discipline. Because I come from a design background, I am deeply involved in every project, not just in how it looks, but in how the space is built, structured, and functions. I personally plan and design all of our properties, shaping layouts, improving flow, and making strategic changes that increase both usability and value.
We are known for taking properties that need significant work and turning them into something meaningful, whether it is a long term rental, a development project, or a hospitality experience like Villa Bella. There is a strong focus on detail, functionality, and creating spaces that people connect with.
A big part of the business is relationships. We work closely with investors, partners, realtors, and contractors, and we believe long term success comes from trust, consistency, and delivering on what we say.
What I am most proud of is building everything step by step from very little, reinvesting every dollar, and growing into a diversified business across real estate, design, and hospitality.
What I want readers to know is that this is not a one size fits all approach. Every project is different, every deal requires thought, and success comes from being willing to do the work, take calculated risks, and stay consistent over time.
Can you talk to us a bit about the role of luck?
Luck has played a role, but not in the way people usually think. I’ve had moments where things worked out in my favor, like getting a good deal at auction or being in the right place at the right time. But those moments only mattered because I was already in motion and ready to act.
I’ve also had situations that looked like bad luck at the time. Projects going over budget, unexpected issues, delays. In real estate, that happens all the time. What I’ve learned is that “luck” often comes down to preparation and mindset. The more deals you look at, the more people you meet, and the more you stay consistent, the more opportunities show up.
I don’t rely on luck. I rely on doing the work, running the numbers, and staying ready to move when the right opportunity comes. And when things don’t go as planned, I adjust and keep going. Over time, that matters a lot more than luck.
Contact Info:
- Website: https://wsinteriordesign.com
