PHirst Park Homes Inc. (PPHI), a joint venture between Century Properties Group Inc. and global business enterprise Mitsubishi Corp. recently expressed bullishness in the affordable housing market, as the country’s macroeconomic fundamentals remain stable.
“A growing demand, continuous rise in incomes, affordability and strategic location are factors that will push the demand for affordable homes,” said PPHI president and CEO Ricky Celis in an interview with the media on the sidelines of the recent launching of its 18.5-hectare development in San Pablo, Laguna.
Jose Marco Antonio, CPG chief operating officer, said the entry of PPHI “redefines real-estate development” in San Pablo anchored on the famous 4Cs. The project with 1,640 units worth P2.7 billion carries the 4Cs trademark of the PHirst Park Homes brand: Complete and well-provisioned homes with a perimeter fence and gate, conceptive amenities including an outdoor cinema, connected living through Wi-fi zones and shuttle services, and a convenient and simplified selling and buying experience.
The center points of the San Pablo development are activity nodes that promote health and fitness, in contrast with the Lipa community, which features traditional Filipino games. Monkey bars, cross trainers, domical bars, foot reflexology area, and pull up bars add a fun challenge to the property’s amenity core. Rounding up the amenity list are the village clubhouse, swimming pool, water play area, kids’ playground, outdoor cinema and basketball court.
PHirst units start at 40 square meters (Calista Mid and Calista End with 44 sq-m and 60.5-sq-m lot areas, respectively), while a combined unit is at 80 sq m (Calista Duo with 121-sq-m lot area). A single-detached unit is at 54 sq m (Unna). All units are expandable on the second floor.
Celis said PPHI would continue to cater to demands in the affordable housing market, which is focused on livable space. In terms of price points, Celis said they are quite competitive and offers a high value for money proposition.
If there is a market demand to go higher, Celis said PPHI and Mitsubishi had an agreement they can scale up to the P6-million level.
“PPHI is proud to launch a PHirst Park Homes community in San Pablo, Laguna. True to our brand mission of delivering first homes that are beautiful, well-designed, and of good quality at attainable prices, we continue to raise the bar in the affordable housing market,” said Loren Sales, PPHI’s customer management group vice president.
Located in Maharlika Highway, Barangay San Ignacio, PHirst Park Homes is accessible via South Luzon Expressway through the Santo Tomas Exit and is 15 minutes away from SM City San Pablo. Weather in the area is generally cooler, as the City of the Seven Lakes is surrounded by Mount Banahaw, Mount Makiling and the Sierra Madre Mountain Ranges.
After Lipa and San Pablo, PPHI is set to launch more communities in north and south Luzon, which the company has identified as growth areas with a high concentration of OFW families, unmet demand for housing, and where infrastructure projects are in place.
Within the next four to five years, PPHI will launch 15 master-planned communities in the Cavite, Lagunam, Batangas, Rizal and Quezon (Calabarzon) area and Central Luzon with approximately 33,000 homes.