Kelsey appears in the Top 100
People in Real Estate magazine.
Kelsey Stone is more than a little excited. That’s because she and her husband and business partner, Alex Boogren, are taking their already successful real estate development and services firm, Bad Devl, to the next level by rebranding it as Heading South, a real estate company that develops raw land in Central Texas. “We’re in an era where people are migrating south, to the Texas Hill Country, so our name and logo are a play on that trend,” Kelsey explains. The name was also inspired by a favorite song she related to after losing her father in early 2020, more specifically in her career. After gathering numerous clients and developing long-lasting relationships with local governments and the industry since opening their doors in 2018, Heading South is uniquely poised to see exponential growth.
With a wealth of experience and a passion for the industry, Kelsey and Alex make an unstoppable team. Both graduates from Tarleton State University, they worked in real estate in Atlanta, with Kelsey managing a considerable commercial portfolio for national investors, and Alex handling investment sales for hotels as an associate with JLL. They were extremely successful and gained multifaceted experience that they draw on today, but felt the time was right to return home to the Austin area and join forces with Kelsey’s late father, who owned a successful abatement and demolition company, as well as raw land in Leander, TX. She and Alex ended up developing the land, and in the process, forming Bad Devl in June 2018. Their first major project was the creation of a subdivision for KB Homes named Haven Oaks. The project was sizeable with many moving parts, but Kelsey and Alex managed to secure necessary entitlements, obtain financing, and install the infrastructure required to sell finished lots to KB Home. The project was a major success, and would be the first of many. Word of Haven Oaks spread, and soon they were fielding numerous calls from potential clients looking for something similar. It also led to the creation of a suite of services including land banking as well as helping landowners and investors obtain rights and entitlements for raw land. “Offering these unique services has allowed us to expand rapidly,” Kelsey says. “We develop, but we also offer the services and guidance to help people develop.”
Kelsey credits their meteoric success to the fact that hers and Alex’s skills complement each other perfectly. “He focuses on the beginning phases, the nitty-gritty as far as underwriting and acquisitions,” she says. “My role is gathering the troops, pushing entitlements through, and managing the project through completion.” Her experience in management allows them to cultivate and maintain solid relationships with clients, cities, engineers, and national homebuilders. She and Alex strive—and succeed—at maintaining the highest level of integrity and to ensure every project far exceeds expectations. “We provide an unparalleled approach, modern touch, and old school southern service to our projects. We make sure they stand the test of time,” she says.
Co-founder & CEO — Heading South