Not just building homes but also fulfilling dreams

BELLEFORT Estates’ Sabine model house

The record sales performance of real estate developer Property Company of Friends Inc. (Pro•Friends) says it all.

Chalking up P5.3 billion in sales in the first five months of 2011 alone and with about 3,500 units sold during the same period, Pro•Friends believes it’s treading on the right track to providing Filipino homebuyers among the best real estate deals in the country.

Vince Abejo, Pro•Friends vice president for sales and marketing, noted that the company’s stellar sales performance for the January to May period shows that “the company has perfected the right product offering, matched with a well-planned financial scheme, and is preferred by the low- and middle-income market sectors.”

In a recent briefing, Abejo said: “We’re in a growth trajectory and versus our peers in the industry, we’ve (grown) from a small developer to, more or less, one of the big players—one of the fastest growing players in the industry and essentially, outpacing some of the more established names in the industry.”

“Last time I looked we’re kind of tracking in the Top 3 or 4 in the [low- to middle-cost segment of the] property sector,” Abejo further claimed.

According to him, the company’s growth can be traced basically to three factors, which have helped Pro•Friends move its revenues forward: products, communication and customer service.

FIRST-RATE clubhouses are a common sight in most of Pro•Friends’ Estates

Abejo explained that Pro•Friends comes up with affordable housing units that are well-studied and designed specifically for their segments. As a result, the company’s projects cater to the specific needs and wants of its customers.

“Our research affirms that. We’ve talked to a lot of people and they say that they like our houses. They also like the way we package our pricing for these houses as it is well within their reach,” he noted.

Upped the ante

Secondly, Pro•Friends has upped the ante insofar as communication with the public is concerned. Abejo pointed out that the company makes sure it has a voice with respect to coming up with an attractive advertising. Pro•Friends also further beefed up its distribution network, which he has described to have been loyal to the company since it started in 1999.

“Third is customer service. At the end of the day, we are in the business of selling dreams, selling a lifestyle. We’re not in the business of just selling a roof or a floor. So it’s very important for us therefore to be able to meet what our customers require not only in the context of products, pricing and communication but also more importantly the context of customer service,” Abejo explained.

“The customers rate us very high with respect to the way we deal with them during the selling process. Our sales service is fantastic also in terms of providing them the houses that they really like,” he added.

From selling “cute little projects” as Abejo had called it, Pro•Friends has already graduated to selling estates.

Huge developments

A GRAND entrance welcomes every Bellefort homeowner

“Estates are huge developments that Pro•Friends has. These boast of first-rate clubhouses, churches and security for our buyers,” he explained.

Abejo said Pro•Friends has five core estates, namely: the Lancaster Estates in Imus; Bellefort Estates on Daang Hari in Bacoor; and the Carmona Estates, all in Cavite; and the Parc Regency Residences and Monticello Villas, both in Iloilo.

Pro•Friends also has among the most attractive financing schemes being offered to buyers, with the friendliest term of 10 percent down payment payable in 12 months, as well as a low interest of 10 percent annually, locked in for the first three years. Buyers could also already move in as early as the 13th month.

The company added that its financing schemes have no hidden charges or balloon payments.