Building Better: Rethinking Real Estate with Purpose with Ben Cross

In episode 21 of Talking Place, host Tanisha Raffiuddin ‘talks place’ with Ben Cross, Founder of MORE, to explore how the real estate industry can shift from profit driven cycles toward long term, purpose led stewardship and why meaningful sustainability is as much a cultural challenge as a technical one. 

From retrofitting the iconic No.1 Poultry in the City of London to developing a new national retrofit taxonomy with the UK Green Building Council, Ben’s work is reshaping how the industry thinks about viability, responsibility, and the urgency of decarbonising existing buildings. 

Together, they discuss how to navigate the tension between commercial pressures and ethical decision making, why the real estate development model is “broken”, and how care, not complexity, might be the thing the industry most urgently needs.

Purpose Driven Development

MORE’s philosophy is rooted in care for people, materials, carbon, and long term outcomes. Ben highlights the growing appetite for better buildings among clients and occupiers and notes the cultural shift being driven by younger professionals who no longer accept business as usual.

For Ben, the conversation begins with a provocation around personal responsibility. When asked how MORE delivers purpose led development, he asserts that meaningful change starts with individual agency rather than waiting for external permission or perfect systems.

“We have become very used to  If you want to deliver purpose led development, you have to do it yourself. Instead of simply hiring a consultant to deliver social value. You are just outsourcing being a good person.”

Retrofit, Reuse, Repurpose

A central thread of the conversation is the future of No.1 Poultry in the City of London. Ben emphasises that retrofit is about pragmatism rather than perfection. His work with the UK Green Building Council on developing a retrofit taxonomy seeks to provide clarity, consistency, and a way for organisations to pursue decarbonisation more confidently.

The question is not whether we should retrofit, but how we can do it in a way that gives buildings a long, productive life. His focus is on enabling existing buildings to serve future generations rather than discarding them for short term value.

Viability Without Cynicism

Ben challenges the idea that commercial viability and purpose are opposing forces.

“I don't think viability is a dirty word. However profit is seen as a bad word. Profit could be reframed as economic vitality, as it is the thing that enables projects to actually happen.”

His approach centres on honesty and incremental progress rather than idealistic purity.

“Do not let perfection be the enemy of progress.” 

Fixing a Broken Real Estate System

Throughout the episode, Ben reflects on the structural issues within the industry, including fragmented processes and a lack of common language around retrofit. 

Asked what the industry needs next, Ben’s response is direct and grounded in realism.

His message is simple: do what you can, start where you are, and make consistently better choices.

Listen to the full episode of Talking Place with Ben Cross to hear more about ethical decision making, retrofitting for the future, and why the industry needs a new kind of cultural courage.

Available on Youtube, Spotify and Apple Podcast.