Location, location, lifestyle

Filipino buyers prefer to associate themselves with a brand that has a sophisticated image.

She fits the profile of a buyer of premium property—highly accomplished, runs the family’s property business and an empty nester. Her beautiful home in an exclusive village in the south had become too big after her children left to raise their own families, so it was time to look for an alternative.

And of all the high-end condominiums in the market, the lady (who requested anonymity) chose Botanika Nature Residences in Alabang.

“My village was getting too congested. I liked Botanika because of the low density, the fresh air and the quiet,” she says. She adds that the architecture provides a breezy atrium, corridors and generous balconies.

Selling real estate to the affluent market isn’t just about touting four walls with expensive finishes. It requires a lifestyle narrative that goes beyond convenience. Moreover, discerning Filipino buyers prefer to associate themselves with a brand that has a sophisticated image.

Real estate company Filigree conveys its high-end identity by using imagery—that of fine work and intricate details.

“Often in gold and silver, filigree is equivalent to nothing less than the highest level of craftsmanship and quality available. It is with these qualities and more that Filigree is changing the market—and the cityscape—via a collection of masterfully planned, upscale living spaces that are unlike any other. We build each of our development with much thought and care, making sure that every little detail of our plan results in an exceptionally priceless and fine residential masterpiece,” says Kate Ilagan, head of Filigree.

The target market ranges from young families to empty nesters and investors. Their average household income is over P250,000 a month.

Filigree’s marketing tack equates luxury with quality of life. Its buyers want to enjoy space that is either an oasis in the metropolis or an urban dwelling that allows the inhabitant freedom to move around.

“Filigree understands the needs of the most discriminating market and delivers what we believe is the true meaning of luxury. To us, luxury is not simply opulence and grandeur. Luxury is superlative quality and experience that allows you to live your best life possible,” explains Ilagan.

She cites that location, space and design are important factors when prospective buyers make their decision.

“With Filigree’s portfolio, we are able to offer outstanding choices that cater to every need,” she says.

Each of Filigree’s four developments differs according to the characteristics of their location.

For Beaufort, the appeal was the cosmopolitan lifestyle of Bonifacio Global City and the condominium’s proximity to affluent neighborhoods, head offices and vibrant retail spaces.

Likewise, Bristol at Parkway Place condominium emphasizes its prominent address on Corporate and Parkway Avenues in Alabang and its connectivity to retail areas and the River Park.

The allure of Botanika Nature Residences also in Alabang is the huge expanse of lush greenery and sustainable architecture of its condominiums. The dwellers will feel as if nature is integrated into their lifestyle.

The attraction of Enclave Alabang subdivision along Daang Hari, Alabang, meanwhile, is that there are more open spaces and landscapes that evoke a tropical paradise ambience. A vital aspect of the positioning is the participation of Budji + Royal Architecture + Design, which designed the main model homes.

Its design philosophy espouses the integration of modern Filipino aesthetics with world-class building techniques. Likewise, Filigree wants to show that a Filipino real estate company is at par with the world’s best with its products and work ethics.

“We are building in the best, highly visible locations. Location alone makes people very curious and open to purchase. Most important, we have finished products which clients can visit. And as they experience the product themselves, they understand what Filigree stands for,” says Ilagan.

As with any real estate company, advertising channels, traditional media, highly skilled sellers and brokers have promoted Filigree products and helped generate sales.

Still, word of mouth has been the most helpful in establishing trust with its clients.

“By word of mouth, our number of referrals has steadily been growing,” says Ilagan.

Ultimately, real estate is a personal business. Agents establish relationships with their clients as they assist them in making such a major decision.

“Our sellers, brokers and realtors are valuable to us. They are the heart and frontline of our brand. Constant communication is very vital to us. We want to make sure that they appreciate the story behind each of our developments, and how we want our target market to know us,” she says.

“A experienced training department conducts constant training. Sales gatherings, team buildings and incentive programs keep them excited and always on their toes. Most important, we maintain a harmonious relationship—work related or not. As for our purchasers, part of our brand pillars is ensuring their experience with us from day one is memorable. This is consistent even after sales. Service is key to our business as well,” adds Ilagan.