As an award-winning and well-known thought leader in the real estate recruitment space, Madison Berkeley has always done things differently. Their team expertise comes from years of real estate recruitment experience. However, what sets them apart is their genuine interest in building relationships and supporting other organisations that are also on a journey to change the face of real estate. Over the last few years, Madison Berkeley has partnered with Black Women in Real Estate on the I Am Woman campaign as well as Ladies in Real Estate on their award-nominated campaign, Empower Equity, and they continue to raise those issues in our industry, which are holding back change. Madison Berkeley Co-founders Clare Coe and Nina Zeilerbauer continue to build their networks to benefit their clients and their candidates, as well as to learn where the sticking points are in our industry. Each month, Nina Zeilerbauer and Clare Coe will bring you an in-depth interview with an industry figure. These interviews are intended to provide a thought-provoking read and recognition of those building our industry.
Curiosity, conviction, and purpose
This month, we sat down with Alexa Baden-Powell, Head of Investment at GPE. Her family’s construction company in Portugal meant that Alexa developed an interest in the built environment from a young age. She now leads investment strategy for one of London’s most influential development and investment companies. Her career in real estate has been shaped by curiosity, conviction, and a strong sense of purpose. We caught up with Alexa to hear more about her journey, the shifts she’s seeing in the market, and the power of building authentic relationships as a senior female in real estate.
There are countless routes into real estate
I grew up in London and was always fascinated by buildings. I remember walking around with my parents, pointing out the ones I thought were interesting. My parents also ran a construction company in Portugal, and summers were spent racing around building sites, so the built environment has been in my life from the start. I studied History and French at UCL, unsure exactly what I wanted to do, but I interned across different parts of real estate, fund management, property management, and residential. Those experiences confirmed my interest, and I went on to do a master’s at LSE to convert. What I love about real estate is the variety: it’s tangible, multidisciplinary, and you get to work with a real mix of people. It’s still a great career path. There’s room for a challenging, rewarding job without giving up on balance. And it’s more diverse in scope than many people realise. Whether you’re speaking to an agent, architect, or engineer, there are countless routes into the industry.
Key turning points
Early on, I realised I wanted to be on the client side. I wanted to be the one making the decisions, rather than advising. That decision shaped my path. Starting an investment career at AXA gave me a huge breadth of experience across hotels, logistics, shopping centres, and offices across the UK and Ireland. I quickly realised that I loved deals and wanted to specialise in that space. Taking the role at GPE nearly eight years ago was another big moment. Focusing on Central London investments, I’ve worked across some of the city’s most exciting schemes, from development projects to flex buildings, and it’s been incredible to see them evolve. Another standout moment for me that I am very proud of is co-founding the Women’s Investment Network (WIN) with Ella Johnson from CBRE in 2022. We wanted to create a space for women working in London’s capital markets to connect, share ideas, and grow their networks. We now have around 60 members across agency and client-side, running everything from speaker breakfasts to informal drinks. It’s something I’m really proud of, and the engagement from women at all levels has been brilliant.
Real estate is a relationship-driven industry
My advice for those coming into the industry is to remember that real estate is a small world. Be polite, follow up, and don’t underestimate the power of meeting face to face. Authenticity is everything. Build genuine relationships with people you click with. Care about who they are, not just what they can do for you. And reputation matters. For example, if you’ve agreed on a price, and you lower it during due diligence for legitimate reasons, that’s one thing. But if you start point-scoring just to gain a few extra pounds, word gets around. People won’t want to work with you again. Play the long game, and be principled.
Real estate shifts and trends in the office market
The major shift we are seeing is that tenants realise their employees now have a choice; they don’t have to come into the office, so buildings need to earn the commute. Landlords have to adapt. At GPE, we think of tenants as customers. That mindset shift is essential. Customers want best-in-class, amenity-rich, sustainable space and increasingly, flexibility. Alongside our traditional HQ strategy, we’ve developed a flex strategy we call “Fully Managed.” We own and manage these buildings directly, and in the last financial year 90% of our sub-5,000 sq ft deals were in flex. The demand’s no longer just from SMEs, it’s big corporates too. We’ve done recent deals with companies like Next and Standard Chartered. Customers are also paying close attention to sustainability. It’s not just a box to tick anymore, it directly impacts things like employee retention. If your building delivers on quality and sustainability, that gets reflected in returns.
Navigating work-life balance in a senior investment role
I’m Head of Investment and a mum to two young daughters, aged four and five. It’s full-on, no question. If there’s a live deal while I’m on holiday, I’ll still be working on it, and I want to be, because timing matters. But I also make sure I’m present with my kids. I block out parents’ evenings and school plays in my diary. GPE understands that flexibility matters, and ultimately, in investment, it’s clear whether you’re delivering or not. That’s what you should be judged on.
Advice you wish you’d been given earlier in your career
Don’t be afraid to stand out. As a woman, you are never going to be exactly the same as all the men, and that’s actually a strength. Just be yourself. You’ll be more memorable, and you’ll bring something different to the table. Also, imposter syndrome is real, but try to push past it. Everyone starts out knowing very little. Some just hide it better or have stronger networks. Nobody deserves a seat at the table more than you do. And build your network early. Mentoring, both formal and informal, has made a huge difference in my career. I’ve been lucky to have senior people at GPE and elsewhere who have given me really valuable advice and time over the years. But I also really value my peer network. You start out together as grads, and over time, those relationships become your support system.
