How Alexandra Bonte adapted to Portugal’s conservative market dynamics, fostering resilience and building a foundation for long-term trust and innovation.
Alexandra Bonte, a pioneer in luxury real estate and co-founder of Bonte Filipidis, embodies vision and resilience. From reshaping property landscapes across Portugal to empowering women in business, her journey inspires. In this exclusive interview, Alexandra shares her story, insights, and the values driving her success in life and work.
Looking back on your move to Portugal during a recession, what initial challenges did you face that shaped your understanding of the Portuguese market, and how did you overcome them?
Initially, one of my biggest challenges was adjusting my expectations around business pace and resource allocation. Unlike the fast-paced, highly capitalised markets in Paris and London where I previously worked, Portugal’s economy was more conservative regarding investment and risk tolerance during the downturn. This taught me the importance of adaptability and patience, as success here required a deeper understanding of local business relationships and long-term trust-building. I couldn’t “just find a job” – I had to create one, which propelled me into entrepreneurship.
Another challenge was understanding the consumer mindset amid economic uncertainty. Many Portuguese consumers were understandably cautious, so I had to rethink my approach, focusing on value-driven, sustainable strategies rather than rapid growth. This period forced me to sharpen my resource efficiency and creative problem-solving skills while also developing a more locally relevant approach.
Over time, I realised the importance of engaging with the community – from building relationships with local partners to understanding the nuances of Portuguese business culture. These experiences not only shaped my approach to the Portuguese market but also gave me a foundation in resilience and adaptability that has been invaluable throughout my career. I believe that learning Portuguese within six months was definitely to my benefit.
Your business thrives in an industry often dominated by local players. What specific cultural or market insights helped you build trust and credibility with Portuguese and international clients?
My in-laws’ longstanding ties to Portugal in the 1980s and 1990s provided me with invaluable insights into the local real estate market, which set a solid foundation of understanding from the start. This early exposure to Portuguese market dynamics and local values taught me how essential it is to approach the industry with respect for Portuguese traditions and cultural nuances.
Starting my career in Portugal as a professional equestrian was also instrumental in shaping my approach to building trust and credibility. The equestrian community in Portugal is tightly knit and deeply rooted in tradition, allowing me to engage with locals on a personal level. Through trading horses, negotiating within this community, and competing, I gained firsthand experience in building long-term relationships, valuing humility, and respecting genuine connections. These interactions taught me the value the Portuguese place on humility, kindness, and integrity, qualities I prioritise when engaging with both local and international clients.
Ultimately, these experiences have allowed me to approach my business not just as a transactional endeavour but as a relationship-based practice. By focusing on open communication, respect for Portuguese values, and a collaborative approach, I’ve been able to build lasting relationships with clients who trust that I understand both the local culture and the broader international market.
The Bonte Filipidis agency has grown rapidly. How have you balanced growth with your commitment to quality and personalised service for clients seeking luxury properties?
Since founding the agency in 2014, and with my partner James joining in 2016, we’ve focused on learning every facet of the business. In those early years, it was just the two of us handling everything – from administration to marketing and business development – which gave us an intimate understanding of what it takes to provide exceptional service in the luxury property market. This hands-on approach was invaluable in shaping our standards and vision for personalised service.
As we gained momentum, the downtime during COVID-19 allowed us to re-evaluate and expand strategically. We recognised that to grow while preserving the quality we’re known for, we needed a strong, dedicated team. We took a leap and began hiring both agents and a back-office team. While this shift was challenging, my commitment to mentoring and fostering talent allowed us to instil our standards and approach across the team. I truly believe that empowering our agents leads to collective success: ‘Alone you walk a mile; together you walk a journey.’
Balancing rapid growth with personalised service requires intentionality. We maintain rigorous training, frequent communication, and an emphasis on collaboration so that every team member is equipped to offer clients the level of care and expertise they expect. We do this by personally helping each agent with their clients, ensuring that as we grow, each client still receives the quality and personal touch that has defined our agency from the start.
You’ve recently ventured into eco-responsible luxury real estate. What sparked this shift towards sustainability, and what unique challenges do you face in building environmentally friendly luxury developments?
My shift towards eco-responsible luxury real estate was inspired by my travels and observations of sustainable practices in other markets, as well as a personal commitment to sustainability. Over time, I’ve seen a growing demand for properties that not only offer luxury but also respect the environment. This aligns with my goal to bring fresh perspectives and sustainable practices back to Portugal.
Developing eco-friendly luxury properties comes with unique challenges. Luxury clients expect the highest standards in design, materials, and comfort, which can be complex to achieve sustainably. Finding high-quality, sustainable materials, for instance, often involves balancing ecological impact with aesthetics and durability. Another challenge is adapting traditional construction practices and securing specialised partners and suppliers who align with these values.
Despite these hurdles, I’m passionate about advancing eco-conscious real estate in Portugal. I believe that with innovation and commitment, we can create properties that harmonise luxury and environmental responsibility. In the long run, I see this as not just a market trend but a necessary shift that can have a positive impact on both our industry and our planet.
Social media has been a vital platform for you. How do you approach content creation to stay authentic and influential, and how has your social media presence impacted your business directly?
My approach to social media is all about authenticity and connection. I see it as a way to share my knowledge and insights into life as both an expat and a local in Portugal and Ibiza, giving a real perspective on these unique lifestyles. I focus on providing valuable information, whether it’s tips on relocating, taxes, understanding the local culture, or navigating the luxury real estate market – my goal is to educate and inspire, not just promote.
A big part of staying authentic is incorporating my personality. My quirky sense of humour is something I love to share, as it’s my truest self and adds a light-heartedness that keeps my content relatable. I also involve my team regularly and keep up with social media trends to create a dynamic, engaging presence.
Supporting women in leadership and entrepreneurship is another priority for me, and I use my platform to encourage others in these areas. This not only connects me with a like-minded audience but also creates a community around shared values.
Social media has directly impacted my business by building trust and recognition. Clients come to us already familiar with our values and approach, leading to stronger client relationships. It’s also been a valuable recruitment tool, attracting talented individuals who resonate with our culture and mission.
