Alina Najmetdinova is an entrepreneur with years of experience in London property, a property developer and a successful mentor to investors. She founded the Homm property group, which is engaged in real estate development and provides luxury apartments in premium areas of London for short-term rentals. Alina is also the co-founder of the café Bobo and Wild. In this interview, she shares how she manages multiple businesses, discusses the challenges of the London real estate market, and reveals the secrets of creating successful projects in different sectors.

How did you start your journey in real estate, and what led you to create Homm property group

My real estate career began over 15 years ago when I worked as a realtor in London’s premium sector. It was a period of rapid growth and constant challenges where I had to navigate the market and understand how to create something bigger. At that time, I was fully immersed in my work, but over time I realized that such an intense pace was incompatible with a normal life and balance. This realization became especially clear when I went on maternity leave with my first daughter.

Maternity leave was an important turning point for me. It gave me time to reflect, reassess my priorities, and understand how to manage my time and projects more effectively. It was then that I started working in real estate using the rent-to-rent model. I would take properties on lease, upgrade them, turn them into luxury apartments for short-term rentals on platforms like Airbnb, and manage this business remotely. This allowed me to stay active in my profession while realizing that I could do more by managing my projects from afar.

A year after starting, I decided to expand my business. At that time, I already had my first buy-to-let investment property, which provided a steady income. I gradually began building my development business using the profits from short-term rentals. Step by step, this led to the creation of  Homm property group—a company that became my brainchild and a reflection of all my ideas and experience​.

Your work as a mentor in real estate investment has helped many people start their journey in this field. What key advice do you give your students?

When I began mentoring students, and teaching them the art of real estate investment, I quickly realized that the most important thing wasn’t just skills or information. First and foremost, it’s about having the right mindset. Investing requires not only knowledge but also an internal readiness to face challenges and set goals correctly.

I always tell my students that at the initial stage, it’s crucial to understand exactly what you want to achieve and how much time and resources you’re willing to invest. London offers a vast number of directions and strategies for investing, and if you try to take on everything at once, you likely won’t succeed in any one area. Starting you need to focus on one type of investment and study it thoroughly. This is essentially my main philosophy: don’t try to do everything bit by bit, as you won’t become an expert in any one direction​.

What challenges and opportunities do you see in the London real estate market for new investors?

The London real estate market is one of the most complex yet promising arenas for investors. The rules of the game change regularly, from tax reforms to changes in legislation. Because of changing trends and risks, alternative strategies need to be considered at the planning stage. For example, the extension of leaseholds has become one of the key reforms, opening up new opportunities for those willing to invest in properties with shorter lease terms​.

Additionally, the transformation of commercial properties into residential ones is gaining popularity. This is not just a trend—it’s a great opportunity for those looking to step outside standard investments and profit from creative projects. However, it’s important to keep in mind that your credit history in the UK plays a huge role. Your financial reputation is your main asset, and without it, many doors will remain closed. I always advise new investors to think ahead about all the nuances, whether it’s taxes, financing, or credit history​​.

Bobo and Wild is an interesting project. Can you tell us how it was created and what goals you have for it?

The Bobo and Wild project was born during the lockdown in London. My husband, Farkhod, who has been in the restaurant industry for over 15 years, dreamed of creating something special. The lockdown became the moment when, despite the challenges, we decided to take the risk and start our restaurant business. Farkhot, being an experienced chef, always dreamed of combining his vision of high quality with warm, friendly service.

Thus, our café-restaurant was born, which combines high-class food with a real family atmosphere. The name “Bobo & Wild” is also symbolic: “Bobo” pays homage to family, literally meaning “grandfather,” while “wild” perfectly captures the spirit of creativity and bold flavors. The dishes are vibrant, tasty, and nutritious, showcasing the creativity and expertise of Farhod, who previously worked in London’s top restaurants. We aim to make every guest feel at home.

What approach do you consider most effective for managing real estate and providing high-quality service to Homm property group clients?

The most important thing for me in property management is to have a thorough understanding of the local market and a trusted team who share my values. Homm property group is made up of real professionals who have years of experience in the London market. They know how to work with property, whether it’s finding profitable properties, managing them or running a refurbishment. This is the foundation of a successful business – reliable people you can rely on.

Additionally, I always try to delegate tasks because I manage many projects, have a family, and run three businesses. Managing everything at once is not easy, which is why I rely on my employees and partners. I know that success comes only when all parts of the business work in sync​.