“Try and fail, but don’t fail to try.”

Laura L. Kreuger is a distinguished real estate executive and strategic business leader with over 18 years of experience in commercial and residential real estate, property management, and family office operations. As Principal of Kreuger Properties, Laura has built a legacy of operational excellence, value creation, and sustainable growth. Her career reflects a disciplined commitment to communication, financial stewardship, and entrepreneurial agility, making her a compelling and impactful voice in boardrooms and across industries.

Laura’s journey began with a Bachelor of Science in Political Science from Pepperdine University, where she cultivated a foundational understanding of regulatory frameworks and decision-making that continues to inform her strategic approach. Early in her career, she joined Kreuger Properties as a Leasing Specialist and quickly demonstrated a keen ability to enhance processes and streamline operations. Her work revamping lease terms and capitalizing on seasonal rental trends resulted in notable increases in both occupancy and revenue.

Rising through the ranks to Office Manager, Director, and eventually Principal of Kreuger Properties, Laura’s leadership transformed the business from a modest portfolio to a high-performing real estate firm. She led nearly 30 unit remodels as the Director, integrating tenant experience with value-engineered project design. Laura’s foresight in converting long-term rentals into short-term properties, coupled with the strategic implementation of energy upgrades and digital rent platforms, elevated tenant satisfaction and operational margins across the board.

As Principal since 2020, Laura has architected long-range portfolio strategies—emphasizing market diversification, sustainability, and succession planning. She spearheaded cost segregation studies that resulted in over $200,000 in tax savings in a single year, a testament to her financial acumen. Laura is known for her ability to uncover off-market opportunities and negotiate deals that exceed market benchmarks.

Parallel to her real estate success, Laura has recently opened a residential property management business that supports client portfolios of all sizes and scales. Using her extensive family office experience from Kreuger Properties, Asset Locale is now managing for outside investors. 

In addition to her executive roles, Laura remains deeply involved in industry and community organizations. She serves as President Elect on the board of CREW Network Silicon Valley and contributes her insights to multiple family office boards and the Santa Cruz Dance Theater. 

These roles reflect her dedication to fostering leadership, collaboration, and mentorship in every circle she joins.

Laura’s influence extends beyond management and real estate operations. As a public speaker, she has contributed to panels focused on short-term rental management at Airbnb- sharing strategies that reflect her innovative mindset and ability to anticipate market shifts. Her thought leadership is matched by her unrelenting drive for excellence—qualities that set her apart as a trusted advisor and decision-maker.

Throughout her career, Laura has exemplified the values of integrity, follow-through, and creative problem-solving. Whether she’s working with tenants, board members, or vendors, she consistently earns trust through her transparent communication and mission-driven execution. Her unique blend of strategic foresight, operational rigor, and financial clarity positions her as a valuable asset to any board seeking fresh perspective, accountability, and real-world expertise.

At her core, Laura is driven by a simple yet powerful motto: “Try and fail, but don’t fail to try.” It is this philosophy that fuels her pursuit of growth—both professionally and personally. When she’s not leading complex renovations or negotiating multimillion-dollar contracts, you’ll find her traveling the world, feeding her curiosity and gaining fresh insights to bring back to her ventures and advisory work.

Character:

Laura leads with integrity, transparency, and accountability. Her work ethic and principled leadership foster trust across all levels of engagement.

Knowledge:

With deep expertise in real estate, operations, finance, and compliance, she offers multi-dimensional knowledge that drives sustainable outcomes.

Strategic:

She has developed and executed long-term growth strategies, tax optimization plans, and portfolio diversification efforts with measurable success.

Communication:

Laura’s communication style is direct, collaborative, and effective—whether presenting to boards, negotiating with stakeholders, or mentoring staff.