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May 25, 2022
Summary: Louisa
is joined by Jessica Beck, Co-Founder and COO of Alfred and Marcela Sapone, CEO and Co-Founder of Alfred for the 5th episode of season 9. During this
episode, they discuss how building management platforms are
changing the way we live. Taking a deeper dive into how Alfred came
about and in which city it all began, they also touch on what the
product is, what trends they are seeing, and why Alfred acquired a
property management company. They wrap up this riveting chat by
talking about their journey as female founders and what is next for
Alfred. The value bomb from this episode is, “Once you build an
asset, you need someone to manage that asset.”
Resources:
Companies Mentioned:
Shout Outs:
Key Insights From This Episode:
About Our Guests:
Jessica Beck, Co-Founder and COO at
Alfred
Jessica Beck is the Co-Founder and Chief Operating Officer
of Alfred. Beck leads Alfred’s day-to-day operations and
under her direction, Alfred has grown to be a leader in
hospitality, successfully rolling out a national resident
experience and building management platform with hundreds of
thousands of units managed.
In an effort to expand Alfred’s
footprint, Beck has negotiated and developed partnerships with some
of the country’s largest real estate developers, expanding Alfred
to 44 major cities across the country.
Along with Alfred’s Co-Founder,
Marcela Sapone, Beck supports founders who want to live more
consciously through WHITESPACE Ventures, a seed investment firm
focused on design-led tech for better business.
From SXSW to the Sante Fe
Institute’s Annual Business Network & Board of Trustees Symposium,
Jess speaks regularly on entrepreneurship and building scalable
solutions in the sharing economy. Beck holds an MBA from Harvard
Business School and a BA in economics from Williams College, where
she was captain of the women’s rugby team and graduated cum
laude.
Marcela Sapone, Co-Founder and CEO of
Alfred
Marcela Sapone is the
CEO and Co-Founder of Alfred. Sapone launched Alfred with a mission to make
help a universal utility in every home. Since 2014, under Sapone’s
leadership, Alfred has expanded to serve more than 135,000
residents in 44 cities across the United States and Canada, and has
been named as Fast Company’s Top 50 Most Innovative Companies in
2018, 2019, and 2020.
As one of the first leaders in
the sharing economy to advocate for fair compensation of service
workers, Sapone adopted the company-wide policy of hiring all
Alfred staff as W2 employees. Sapone has worked with the U.S.
Department of Labor and the White House under the administration of
President Barack Obama, as well as The Brookings Institute and The
Aspen Institute’s Economic Opportunities and Financial Security
Program, to advance these efforts of economic security for the
future of employment. Along with Alfred’s Co-Founder, Jess Beck,
Sapone supports founders who want to live more consciously through
WHITESPACE Ventures, a seed investment firm focused on design-led
tech for better business.
Named one of Goldman Sachs’s
“most intriguing entrepreneurs,” Sapone writes and speaks
frequently on principled leadership, human-centered technology, and
her commitment to being a steward of good jobs and meaningful
change. Her writing has appeared in Forbes, Quartz, and Recode,
among other highly reputable publications. She has been included in
Fast Company’s Most Creative People list, featured as the face of
Consumer Tech in Forbes 30 Under 30, and was also a winner of
Connect Media’s Women in Real Estate Award in 2021. Sapone serves
on the Norwalk Zoning Commission, where she supports initiatives
and creates opportunities for urban development and growth. Sapone
earned her BA from Boston University and holds an MBA with
distinction from Harvard Business School.
Alfred
Operating at the intersection of
real estate and technology, Alfred is the leading resident experience building
management platform that is changing the way we live. Founded in
2014 by Marcela Sapone and Jessica Beck, Alfred’s mission is clear:
to create an industry shift in real estate, transforming renters
into residents and apartment properties into neighbourhoods. Named
by Fast Company as one of the Top 50 Most Innovative Companies in
the World, Alfred has been recognized as a leader in the on-demand
and in-home economy, investing in the local ecosystems and
neighbourhood businesses that give meaning to our communities.
Alfred to date operates in over 135,000 residential units in 44
markets across the U.S. and Canada through strategic partnerships
with international real-estate operators, such as Brookfield,
Hines, Related, RXR, Greystar and Jamestown. To learn more,
visit www.helloalfred.com.
About Our Host
Louisa Dickins
Louisa is the co-founder of LMRE, which has rapidly
become the market leading global PropTech recruitment platform and
search consultancy with operations across North America, United
Kingdom, Europe and Asia-Pacific.
To promote the industry she is
so passionate about, Louisa set up the Global podcast
‘The Propcast’ where she
hosts and invites guests from the built environment space to join
her in conversation about innovation.
About LMRE
LMRE is globally recognised for leading the way in
Real Estate Tech & Innovation talent management.
From the outset our vision was
to become a global provider of the very best strategic talent to
the most innovative organisations in PropTech, ConTech, Smart
Buildings, ESG, Sustainability and Strategic Consulting.
At LMRE we are fully committed
at all times to exceed the expectations of our candidates and
clients by providing the very best advice and by unlocking
exclusive opportunities across our global network in the UK,
Europe, North America and Asia-Pacific.
Timestamps:
[02:10] Marcela: How did Alfred
come about and how did you meet?
[05:40] Jessica: In which
city did this all begin?
[07:25] Marcela: Can you tell us
more about the product?
[10:05] Jessica: How did you go
about bringing on your first massive client?
[12:05] Marcela: What are the
major trends you have seen between Boston or New York in terms of
what a resident is looking for.
[15:10] Jessica: What was the
reasoning behind acquiring a property management
company?
[21:15] Jessica: How long on
average does a resident stay in an apartment?
[24:25] Marcela: Any advice you
can give to other female founders?
[27:55] Marcela/Jessica: How do
you support your growing team as well as retain
employees?
[31:40] Marcela: What is next
for Alfred?
[34:15] The ‘LMRE’ part, Louisa asks the guests to talk
about;
L – Touch on
the main lessons you have learnt throughout your
career.
Marcela: First things first and
one line to do lists.
Jessica: When you’re a
founder, you’re kind of the captain of a ship and you see calm seas
and stormy seas but you are always in both.
M – Please give
a mention to anyone / product / service.
Marcela: John Fagan, Co-founder
& CEO at doorkee.
Jessica: Our whole
team.
R – What has
been the most rewarding aspect of working in PropTech?
Marcela: We’re taking
things from a piece of paper and turning them into something that
you can engage with and interact with.
Jessica: Echo what Marcela
said.
E – What are
you excited about in the future of PropTech?
Marcela: Getting through
2022 and 2023 and being able to reflect back and be proud of making
it through a pretty challenging market with lots of ups and downs
and twists.
Jessica: Keep pushing the
envelope in the industry.
[36:05] Jessica: Are there any
plans to come to Europe?
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