Developer embarks on new brand promise

TOP RESIDENTIAL developers may discuss interminably of their track record, the prestigious awards their numerous projects received, the concepts they pioneered or their strong revenue growth. But in reality they are creating new communities where a new life will begin, the next generation of children will grow up, bonds between neighbors will be strengthened.

“As developers, we are not just helping transform a neighborhood, we are also helping families or even individuals  start writing the next chapter in their lives. And as we unwrap new developments or welcome the first batch of residents to our newly opened ones, we decided that we should be guided by a new brand campaign,” said Elsie Chua, CDC Holdings (cdcresidences.com) president and chief executive officer.

“At home with CDC Holdings,” according to Chua, strongly resonates the company’s brand promise. “We want to provide Filipinos with quality and affordable homes that are worth one’s hard-earned money, thus, allowing them to benefit from innovation through pioneering concepts, and encouraging the sense of community in every property.”

Under this new brand campaign, CDC Holdings shall strive to:

• Make residents feel at home in the properties the company will turn over;

• Create a bond and sense of community;

• Put a high value on the sense of belongingness and the feeling of comfort of living with friends and family;

• Resonate the true Filipino culture of family.

Since CDC Holdings started in 1986, Chua said the company has empowered middle-class Filipinos to achieve their dream of owning a home or make sound real estate investment.

“Amid the aggressive and intense competition in the Philippine real estate sector, CDC Holdings has stood its ground with a long track record of success, pioneering concepts, an experienced and highly qualified management team and a keen understanding and interest of the local market,” explained Chua.

Develop, manage

Today, the company has embarked on almost all forms of development and even managed their upkeep: condominium towers, hotels, serviced apartments as well as subdivisions in Metro Manila’s prime commercial/business districts.

“To promote and sell all these projects, we boast of a worldwide network of sales offices and agencies, with a presence in 18 countries and territories,” said Chua.

The year 2014 proved to be productive for CDC Holdings as it had achieved more than 18-percent growth or P1.158 billion. “CDC is enjoying continued trust and confidence from its buyers. There is only one tower with units to be sold at the Rivercity Residences in Manila. To make our customers feel more at home, we have begun a partnership with restaurant icon Romulo Café as well as with interior design gurus Ivy and Cynthia Almario to make our CDC Millennium Ortigas a premier development as it makes its grand opening in the first quarter of 2016.”

The company also unveiled upcoming projects for this year including the Sentrale in Makati, which is conceptualized as a Small Office Home Office (Soho); and the Lions Park Residences’ Giraffe Tower, a building with commercial spaces already integrated in the ground floor.  Charles E. Buban