Condo living made easy

Here are excerpts from an interview with "condo expert" Willie J. Uy, president & CEO of Phinma Property Holdings Corporation (PPHC) the leader in affordable condominium housing in the country. Excluding their previous housing developments, PPHC has built more than 3,000 condominium units in Metro Manila, housing about 12,000 happy residents.

"When you walk into a popular fast food restaurant, what do you think cumulatively is the single biggest factor that influences the behavior of people in making them want to come back to the restaurant? Well it could be the taste, the freebies, the comfortable and playful setting etc., but in my opinion, I would say it’s the fact that these restaurants offer good value for money and complete customer satisfaction. Given the prevailing economic situation, Filipinos want more value for every peso spent. More value does not mean the cheapest but getting more in terms of quality for every peso spent. It’s like getting the best tasting fried chicken or cheeseburger your money can buy."

"The Philippine real estate industry is no different, buyers have become more judicious over the years. The media and the information highway have contributed much in upgrading consumer preferences. Buyers have become more knowledgeable and discriminating." Therefore, this explains the importance of marketing products that are of good value for money.

Here are tips based on hindsight that we hope will help further flourish the Philippine real estate industry.

First, is the noble objective of making condominium living more affordable to a big chunk of Filipinos? We believe that the Filipinos deserve a more enriching life that’s why we’ve made condominium living light and easy but with uncompromising quality. Sunny Villas made real estate history by selling some units a little over P4,300 a month thru Pag-ibig with No or Low Down payment Schemes. Moreover, this was for the full loan amount not just the down payment amortization.

Second is to give them quality. People dream of living in thematic nice clean and secure communities. Possibly an upgrade of their current standard of living. But Quality need not be expensive. That’s why we have Mediterranean or European Inspired Projects at a price tag that’s truly unbelievable. The high appraisal we get from our projects proves that our units meet higher than expected quality standards which results in no or very low buyers equity.

Third is location. Our projects are located near key urban centers like schools, malls, hospitals, business centers etc. This allows the buyer to spend more time with their family than on the road. Quality Living is essential for a happy, productive and progressive population and PPHC believes in promoting such.

Fourth is speed. The first Villa of Sunny Villas was built at a record time of just 60 days, the entire project was done and turned over in less than a year. PPHC employs a modern building system without sacrificing structural integrity. With this cast-in-place construction method, our buildings have solid reinforced concrete walls rather than hollow blocks for a sturdier structure. Our system allows us to deliver smooth walls and gives the buyers flexibility from columns and beams that otherwise might hinder their interior layout. All this delivered with speed that translates to faster delivery of units to the buyers. It’s like getting your burger, fries and soda in less than 2 minutes.

Fifth is promotions. You have got to let the people know what you’re selling. Highlight the features and benefits. However, you’ve got to be truthful in your claims and make sure you deliver them. A good media mix can do a lot of wonders. However, there’s nothing like a satisfied customer at the end of the day. Research shows that on the average he talks to an estimated 10 people about his experience with your brand, each of the ten then talks to 10 more and so on and so forth, so now you see the power of "word of mouth" advertising".

Sunny Villas was like a good meal served hot, at the right time and place and at the right price giving complete customer satisfaction and the best value for your money. Real estate marketing is no different, product quality must be good or if possible superior, the location accessible, the price affordable and the promotions impeccable.

Our mission is to make city living easy that is why we make quality and affordable condominiums within the reach of the average Filipino.

We are also attuned to the evolving needs of our buyers. We continually strive to improve on every project we do. From Smile Citihomes I to Smile Annex and in Sunny Villas, we have made design improvements like the wash and dry area, wider and brighter stairwells with better ventilation, unit layouts and aesthetic treatments that give us the winning edge.

We are soon launching an Italian-inspired project at the heart of Quezon City known as Spazio Bernardo this will house around 986 condominium units in 10 Villas and will have more features and amenities than Sunny Villas. "Spazio" means "space" or "place" in Italian and in line with this concept, Spazio Bernardo will be one’s place in the city. It will offer a private, secure enclave in the midst of Quezon City. An environment fit for young families, self-employed individuals and OFW’s. Each unit will be in modules of 30sqm and expandable to 60 or 90 sqm.

Willie further adds that while other firms may have the resources, passion and dedication Phinma Property Holdings Corp. has the heart. In the end, the sure winner is the one who has a genuine concern for the welfare of the Filipinos. That is why we work closely and in partnership with the local and national government. The Quezon City government headed by Mayor Sonny Belmonte, Pag-IBIG and the HLURB have been truly supportive and instrumental in the success of PPHC.