Alicia Lamadrid Paysse
Vice President of Development SalesAs part of the third generation of the prolific Cervera real estate family, Alicia Lamadrid Paysse’s exposure to the industry began at an early age. The perspective, wealth of knowledge, and experience gleaned from her mother, Miami real estate power broker Alicia Cervera Lamadrid, and grandmother Alicia Cervera, who founded Cervera Real Estate over fifty years ago, helped lay the foundation for a remarkable career in her own right.
Today, as Senior Vice President of Development Sales at Cervera Real Estate, Alicia has established a reputation for herself as a savvy consultant to developers with remarkable proficiency in product positioning and strategic pricing. With a keen understanding of market dynamics and consumer preferences, she excels in crafting tailored strategies that enhance the marketability and profitability of real estate developments.
Alicia earned her degree in Real Estate & Construction Management from the University of Denver in 2009. Upon graduating, she joined the family business, with a special focus on new development sales, and a has since collaborated in launching over 17 new construction high-rise projects across South Florida, exceeding $4.5 billion in inventory. In the process, she has been mentored by heavyweights of Miami real estate, including Jesse Ottley, president of development sales for Cervera, and many renowned real estate developers, as well as her mother and grandmother who continue to serve as endless resources in an ever-changing, dynamic market.
Her day-to-day responsibilities vary greatly depending on the life cycle of a given project, ranging from assessing unit mixes and sizes with development teams, and working with architects on layouts, to leading pricing strategies to optimize project profitability. Alicia’s day-to-day responsibilities include market research and strategic planning, coordinating with event planners, brokers, branding agencies, marketing firms, and media buyers to develop comprehensive promotion and sales strategies from pre-launch through sellout.
She is often called upon by developers to consult on the feasibility of new projects, researching product mixes and positioning, and supporting the equity-raising process.
Committed to industry advancement, Alicia mentors her colleagues, supports sales teams, and teaches classes on pre-construction sales to foster talent within the company.
In addition to her professional work, Alicia is a wife and mother of two, effectively balancing her career and family life. Her dedication to innovation and her impactful contributions continue to shape Miami's real estate landscape and strengthen her role at Cervera Real Estate for future generations to come.