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Interview of David Alexander
Written by the Property Investor Today team
David Alexander, CEO of apropos and D.J. Alexander.

Who are you and what does it say on your business card?

I am David Alexander, Joint CEO of apropos and D.J. Alexander.

What led you to create apropos and what does apropos offer that’s different?


A desire to improve both the tenant and landlord experience, making it more seamless, convenient and transparent.

I have been in the property business for 40 years, so I have a good understanding of what landlords and tenants need and want. So often, we won clients because their previous experience fell short of their expectations, so we worked hard to identify how we could make things better, not just for us but for the entire industry.

apropos has been designed to improve the rental process for all.

What makes apropos different and how does it benefit tenants and landlords?

The key to a great experience is the blend of people and technology, not either or.  We pride ourselves in having the best people supported by the most state-of-the-art tech.

The apropos digital platform makes the rental process so much more streamlined and convenient, from enabling prospective tenants to book viewings online and do online lease signing, to allowing them to report and track maintenance items 24/7. Meanwhile landlords get real-time updates on their properties and can set notification preferences.

In short, both tenant and landlord have far greater visibility into the process and have the convenience of being able to interact with us when it suits them, not just when our offices are open.
What is your greatest achievement in your current role and what made it so special?

I am still here after 40 years and have met so many great landlords, tenants and colleagues along the way that I am now lucky enough to call friends. 

What is the most satisfying part of your job?

I still get great pleasure from being at my desk everyday, meeting new people and delivering a great service.

What do you see as the biggest challenge facing landlords at the moment?

Undoubtedly COVID, no-one thought they would see anything like this in their lifetime. It is challenging to run a business in such times, but our priority is always keeping our staff and customers safe. The uncertainty of the economic recovery and its impact on lettings and sales will definitely be a challenge facing landlords and us all.

What is your property prediction for 2021?

2021 will be another challenging year, but these things will pass and normality will return. We just hope that 2021 doesn’t prove as difficult as 2020.

Country house or city apartment?

City apartment

Trendy roof terrace or garden?


What is your favourite room in your home?

The kitchen. I have had the pleasure of meeting great chefs like Martin Wishart and Gordon Ramsay and love to unwind by cooking. It has become a real passion.

Grand Designs or Location, Location, Location?

Location, location, location.  You want to buy the worst house in the best street, not the best house in the worst street.


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