Marketing creates distinction

Geert Janssen contributed to the "Marketer" series on marketingtribune.nl. In it, he discusses the marketing strategies of MAES civil-law notaries and how the firm distinguishes itself within a traditional field by consciously investing in visibility, innovation, and client focus.

Can you briefly introduce yourself?
Professionally, I'm a notary, marketer, and manager. I worked for two decades as a notary/partner in the Zuidas business district, successively at Loeff Claeys Verbeke (now Shearman A&O and Loyens & Loeff, ed.), Simmons & Simmons, and Stibbe. The notarial profession still stimulates me intellectually, and I really enjoy the wide variety of human interactions. I'm especially pleased to have led a firm since 2019 that allows me to do things differently than most notary firms. After all, not all notaries are the same. Personally, I've been with the same woman for a long time and am the father of three daughters who have all left home. I'm perhaps most proud of the certificate I received after successfully completing the one-day Formula 1 driving course at the Paul Ricard circuit in France.

How did your affinity with marketing develop?
After just a few years in the notary profession, I wanted to broaden my skills to be a more effective notary. That's why I obtained a Master's degree in Real Estate and Investment Management (MRE, ed.) and later in Business Administration (MBA, ed.), which also helped me better understand the importance of marketing. The notary profession is often seen as a somewhat colorless profession, and that can definitely change. We counter all the shades of gray with color. We strive to demonstrate who we are and what we stand for in as many facets of our work as possible. With energy, vision, and dedication. We want to be highly visible. And we want to be innovators, not followers. Motivated to be the most client-focused notary office in the region—and, if possible, in the Netherlands. This is reflected in all aspects of business administration, from ICT to HRM and from internal communications to marketing.

Do MAES notaries have a specific focus or expertise?
We are an independent, full-service notary office serving individuals, businesses, and (semi-)government bodies in the Rotterdam The Hague Metropolitan Area. We specialize in family and inheritance law, corporate law, and real estate. We guide our clients through the moments that truly matter in life—both professionally and personally. We offer peace of mind, reliability, and security. We strive to do this impeccably, diligently, and with integrity. These are general terms that we put into practice every day.
We understand that you acquired MAES Notaries about five years ago and established the firm as a brand. Could you elaborate on this?
My twenty years at the Zuidas have brought me a lot. At the same time, there was always a desire for broadening my horizons and entrepreneurship. When I took over MAES Notarissen, I saw room for improvement in almost every area, including marketing and communications. The firm had been somewhat sedate, but we, partly through intensive client contact, have truly breathed life into it. We're delighted to see that many clients appreciate a notary's office that can be accessible, engaged, and pleasant to work with. Strangely enough, that's still a rarity in the notary profession. This probably sounds simple and logical to most marketers, but implementing it in a market where it's still rare has proven to be quite innovative and effective.
We don't think marketing plays a significant role in the notarial profession yet. Correct? Why does it play a significant role in yours, and what are the benefits?
There are some myths about notaries. But it's not a myth that not all notaries are the same. Quality, speed, service, and price vary considerably among notaries. With us, it's no different than with many consumer choices. You can dine at McDonald's or the Librije. If you want a car, you can choose a Skoda or a Rolls-Royce. And there's everything in between. It's the same with notaries. However, clients generally can't see that clearly; comparisons are difficult. We're happy to help by working on our brand.

Can you give a concrete example?
We hear that with many notaries these days, it takes months before you can finally get an appointment. And once they do take on your case, the progress of the case is often excruciatingly slow. Things could be different, better. With us, you get your turn right away. We're able to do this thanks to significant investments in digitalization and AI. We're also successful – against the tide – in recruiting and retaining good people.
How is the marketing department organised?
We work externally with The MindOffice, a digital agency, and with a communications and PR agency. They help us with form, tone, and execution. We create a lot of content in-house. Furthermore, our CSR policy is essential to who we want to be. You could call that positioning, marketing, or good citizenship. Our motto is: good for each other. This means we have our affairs in order, for the client and our employees. But also that we do good for each other and are good with each other. For example, we support the Support Casper Foundation in research against pancreatic cancer, the Pepijn and Diligentia Theaters, the Sparta football club, the Rotterdam Hockey Club, and through Team Janssen de Jong (JAJO, ed.) we participate in The Ocean Race, the toughest sailing competition in the world.

What's a really big difference between the Zuidas where you used to work and the entrepreneurial spirit that has emerged with MAES?
One of the advantages of being my own boss is that, as an independent civil-law notary, I no longer have conflicts of interest with colleagues or lawyers, which sometimes prevented me from handling cases or clients. In addition, I can go much further in our firm's marketing communications than is customary in the Zuidas district. At the larger firms, it's often difficult to find a single civil-law notary and their practice on their websites. Many civil-law notaries at these large firms support the legal profession. Moreover, the large firms refuse to provide many notarial services because they are not sufficiently profitable. It's also clear that the client base at the Zuidas offices is generally quite elite. At the firms where I worked, I was allowed to run the profitable practice in real estate investment funds, worth hundreds of millions. But when I then had to handle the selling of individual apartments to private buyers for that same client—a client I'd acquired myself—the partners protested. After all, you can't have the CEO of a listed company waiting in the same waiting room with a private buyer of a modest apartment. And that's actually understandable, even from a marketing perspective. But it also explains why I'm not the only notary who's traded a large office for my own.
Which marketing trends do you find interesting in relation to the notary profession?
Advertising used to be dirty. It wasn't "right." And of the social media platforms, only LinkedIn was considered relevant. What's been happening for a while now is that many large firms are now actively promoting their expertise—whether for a fee or not—to rankings like Legal500, Chambers, and their Dutch counterparts. I've also noticed that many smaller firms are increasingly leveraging their social media and using out-of-home campaigns to increase their visibility. We're doing the same, for example, with light pole advertisements in strategic locations. Unthinkable when I started in this profession.

Who or what inspires you in your work?
Warren Buffett, among other things with his remark: “Someone is sitting in the shade today because someone planted a tree a long time ago.”
What do you hope to see in the further development of your notary office and the role that marketing will continue to play in it?
This year, we've taken a leap forward in our marketing by advertising more effectively and publishing content, including things like interviews, blogs, and opinion pieces. By taking an even more visible and socially engaged position, I believe our firm will be even more recognized as a partner for the clients we love to serve. The essence of our success, including in terms of marketing, lies in being good to each other: sharing a challenging and stimulating work environment. A place where colleagues and I feel comfortable and safe, loyal and supportive. Supporting each other. Being good to each other. That, to me, is the best marketing I could wish for.

This article previously appeared on Marketingtribune: https://www.marketingtribune.nl/algemeen/nieuws/2025/10/marketeer-233-geert-janssen-merkverantwoordelijke-maes-marketing-zorgt-voor/index.xml