Gamechanger unveils legacy home brand

The Century Properties Group and Mitsubishi Corp. signed a joint venture agreement last year to develop housing projects now called PHirst Park Homes. (From left) CPG officials Jose Carlo R. Antonio, CFO; Marco R. Antonio, COO; and Jose E.B. Antonio, chair and CEO; with Mitsubishi officials Hidetoshi Suzuki, general manager of Asean real estate development; Takuya Kuga, division COO; Yoshio Amano, general manager, Manila branch; and Masahiro Nagaoka, deputy general manager, Manila branch.

Listed real estate developer Century Properties Group Inc. (CPG) is transforming the affordable housing category with the introduction of PHirst Park Homes, the company’s official first-home division and brand.

PHirst Park Homes was born out of the company’s commitment to help address the country’s housing backlog while elevating the standards at competitive price points.

“It is a premium brand within the affordable housing category that celebrates the very important milestone of first time home ownership. More importantly, it espouses pride of ownership,” said Marco R. Antonio, COO for CPG and managing director of PHirst Park Homes.

CPG’s first home brand is a partnership with one of Japan’s largest conglomerates, Mitsubishi Corp. It targets to launch a series of housing communities within the second quarter of 2017, starting with a 26-hectare community to be put up in Tanza, Cavite.

The launch of Century’s first home segment effectively expands the company’s portfolio of residential offerings, from luxury and mid-priced condominiums in the business districts and city centers, to first homes in horizontal communities within key growth areas outside Metro Manila.

Livable communities

The brand name is a play on the words “first” and “PH” to represent hardworking Filipino end users who deserve only high quality first homes.

PH also stands for the Park Homes concept, which integrates greenery and life-enhancing amenities to create a truly liveable community for first time homebuyers.

“A first that lasts” is the brand’s core message, underscoring the company’s “Sure Values” of a beautiful design, future-ready space layouts, and enjoyable amenities for the whole family that promote community interactions, and a healthy, balanced lifestyle.

“PHirst Park Homes raises the bar of what affordable housing is and should be in the Philippines. We are pushing the envelope to make beautiful, well-designed homes attainable to a wider market—legacy homes that the next generation will enjoy,” Antonio added.

“PHirst Park Homes looks to ensure that every impacting experience creates a home forever ingrained in the heart. PHirst goes beyond being just a house but by being a strong foundation of togetherness that can be passed on from generation to generation,” he concluded.