This interview explores luxury coastal real estate trends, investor psychology, and cross-border opportunities in Tangier and Dubai through the experience of Asya Lachhab.
Asya Lachhab is a luxury real estate professional operating between Morocco and the United Arab Emirates, with a strong focus on Tangier’s coastal market and international collaborations in Dubai. As the Founder of Luxury Coastal Estate, she specializes in high-end apartments, villas, hotels, and land, guided by a philosophy rooted in trust, psychology, and long-term wealth creation.
In this exclusive interview with GCC Estate Leaders, Asya shares insights on luxury coastal real estate, investor psychology, off-plan vs ready properties, and her journey as a woman building a trusted real estate brand across borders.
Can you introduce yourself and tell us about your journey into real estate?
My name is Asya Lachhab, a real estate professional active between Morocco and the UAE. My core focus is Morocco, particularly Tangier, along with high-potential cities such as Rabat, Marrakech, and Casablanca.
When I entered the industry, we had no agency, no clients, no collaborations, and no projects. What differentiated us from the beginning was a bold vision: naming our agency Luxury Coastal Estate. Choosing the word Luxury was intentional; it represented my ambition to build a respected and recognized brand, even before we had resources or market recognition.
What truly made me fall in love with real estate is not transactions, but the gratitude of clients. Coming from a background in social and charitable writing, I learned early that success is measured by impact. In real estate, that impact is changing lives, not just closing deals.
You work across Tangier and Dubai—how did this cross-border focus begin?
My work naturally evolved across borders due to market demand and international collaborations. While Morocco, especially Tangier, remains my primary focus, Dubai represents a global real estate hub with advanced systems and international investor appeal.
Today, I maintain strategic collaborations in Dubai, including partnerships with developers such as Tiger Properties, while ensuring my core operations remain focused on delivering quality and trust in Morocco and the UAE.
How does your background in economics, management, and psychology influence your approach?
My academic path reflects my mindset. I began with Physics and Chemistry, then transitioned into Economics, Management, and Psychology, a combination that allows me to analyze markets logically, structure investments strategically, and understand client behavior deeply.
Psychology, in particular, plays a vital role. Real estate decisions are as emotional as much as financial. Understanding fears, motivations, and expectations allows me to guide clients with empathy and clarity.
I also hold an internationally licensed real estate intermediary certificate from the UK, but I strongly believe that certifications alone do not create excellence; passion, ethics, and commitment do.
What defines luxury coastal real estate, and why is it gaining global attention?
Luxury coastal real estate holds timeless value because of one irreplaceable element: the sea.
No level of interior luxury can replace the emotional and psychological comfort of being close to the ocean. Coastal properties consistently remain in demand, even when finishes are average, because they offer peace, lifestyle quality, and long-term desirability.
This emotional connection is why coastal real estate continues to attract global investors and end-users alike.
How do Tangier and Dubai differ in luxury property demand?
The key difference lies in infrastructure and development scale.
Dubai benefits from exceptionally advanced infrastructure, continuous innovation, and global investor confidence, making it one of the most attractive real estate investment destinations worldwide.
Tangier, however, is undergoing remarkable growth. Several high-end luxury coastal projects are currently under development, offering premium finishes and strong investment potential. Alongside Rabat, Tangier stands out as one of Morocco’s top cities for buying, renting, and investing.
From every perspective, Tangier remains the leading destination in northern Morocco.
What fears do investors commonly have, and how do you address them?
The most common fear is investing in:
-
The wrong location
-
A property that fails to generate returns
-
A market the investor does not fully understand
This is where trust and transparency become essential. I listen carefully to my clients’ concerns and guide them as if they were family members.
When a client feels secure, you don’t gain one client; you gain a thousand. Trust is not an opportunity for profit; it is a responsibility.
Why is real estate such a powerful long-term wealth asset?
Real estate builds long-term wealth because it:
-
Is a tangible asset that appreciates over time
-
Generates stable rental income
-
Protects capital against inflation
-
Provides emotional security and stability
-
Can be passed down to future generations
Real estate is not just a financial decision; it is an investment in freedom, stability, and legacy.
What should buyers know before investing in off-plan vs ready properties?
Before investing in off-plan properties, buyers must evaluate:
-
The developer’s reputation
-
Their delivery history
-
Quality of previous projects
-
The legal framework protecting investors
Legal protection is non-negotiable. Every country has different regulations, and understanding them is critical to safeguarding your investment.
As a woman in real estate, what challenges shaped your growth?
Early in my career, understanding real estate laws and rental regulations was my biggest challenge. Despite knowing, I feared client calls and complex questions.
That fear pushed me toward continuous research and learning. Every interaction strengthened my confidence and expertise. Today, those early challenges are the foundation of my professional strength.
What advice would you give to young professionals entering real estate?
Be patient.
Real estate is not about quick wins; it is about understanding people. Clients come from different backgrounds, awareness levels, and emotional states. Your ability to adapt, listen, and guide determines your long-term success.
My studies in psychology have helped me approach each client with emotional intelligence, which I believe is essential in this industry.
“Landlords grow rich in their sleep” – what does this quote mean to you?
This quote reflects the power of passive income and smart asset ownership. When real estate is chosen wisely, it works for you over time, financially and emotionally, while building long-term security.
What legacy do you want to leave in real estate?
My ultimate goal is to leave a legacy of trust, credibility, and integrity.
I want to change the perception of real estate agents, from profit-driven intermediaries to professionals who prioritize client comfort, transparency, and long-term value.
How can clients and investors connect with you?
Clients and investors can connect with Asya Lachhab through her professional platforms and Luxury Coastal Estate, where she provides personalized guidance on luxury properties across Tangier, Morocco, and Dubai.
Connect with her at – Instagram, Facebook, TikTok