Earth + Style targets mid-income market

Following the formal launching of Jubilation New Binan last year, lifestyle property developer Earth+Style Corp. will start its sales and marketing effort for its mid-range residential project next month.

Jubilation East, dubbed as the most sophisticated component of the P3.5 billion township development project in Biñan, Laguna, will be officially launched next month.

According to Earth+Style first vice president Arnold Acero, Jubilation East will target the upper middle-income market as it fetches a tag price of P2 million to P6 million per house and lot package.

"Compared with other housing components within the 154-hectare Jubilation New Biñan township development, Jubilation East will cater to the upper mid-class market with bigger lot sizes and the houses have nicer designs," said Acero.

The 11-hectare Jubilation East will feature bigger lot sizes ranging from 325 sqm to 475 sqm. There will be wider roads, underground electricity cables and a larger clubhouse with park, playing courts, swimming pool and spa facilities.

Acero said the company is targeting the junior managers and upwardly mobile professionals with an average monthly income of P95,000 a month.

Sales of the other residential projects in Jubilation New Biñan have been brisk. Acero said this shows the company’s investment in the construction of an access road to connect the South Luzon Expressway with the Biñan town proper via Mamplasan Interchange has paid off. There is an alternative route to Biñan versus the traffic-prone Carmona exit.

"People look at Biñan as very near. Our road investments have paid off a lot. We brought the South Luzon Highway closer to the subdivision," he said.

Mamplasan, one of the 24 barangays of Biñan, is envisioned by property planners as the next urban growth destination owing to its proximity to Laguna’s industrial hubs, where more than 200,000 jobs are available.

Biñan is home to industrial parks such as the Laguna Technopark, the Laguna International Industrial Park and the Mamplasan development zone where Earth+Style has land acquisition.

The area is also accessible to the Makati and Ortigas central business districts.

With the new access road, it will take Biñan residents only 30 minutes to reach Makati and 45 minutes to Ortigas via the Mamplasan Interchange.