Century Properties maintains positive outlook in 2021

True to its values of working with purpose and striving for innovation, Century Properties rose above the hurdles by quickly addressing the roadblocks set by the times from ensuring the safety of its employees and workers, to further boosting its digital efforts to keep homeowners informed, the company continued to be of service.

JUST like other businesses in the country, the property sector was hit hard in 2020 caused by the pandemic.

Nevertheless, industry players such as the Century Properties Group (CPG) remained steadfast and continued their operations.  Moreover, it put emphasis on the safety of its work force by going digital to keep homeowners informed.


Despite the lockdown, Century Properties’ marshalled its frontliners so it can continue to serve while ensuring their safety. The Antonio-led company stressed that their service champions in all its residential communities and establishments at Century City Mall and Centuria Medical Makati—continued to report to work despite the trying times to ensure each property is running smoothly.

Meanwhile, the service champions covering the residential communities and establishments at Century City Mall and Centuria Medical Makati—from the concierge and security staff, to the engineering, property management officers, and housekeeping teams—continued to report to duty to ensure that each property is running smoothly. Aside from having safety protocols in place, the frontliners were also housed nearby to eliminate the hassles of commuting.

Going digital

Century Properties took the digital route to help clients find their dream home in these hard times. By going digital, it conducted virtual tours—allowing potential homeowners to view the properties without having to go to the location and a tour of the available units, dressed or bare. Meanwhile, a property specialist will also be deployed to discuss payment terms.

Walking the extra mile, Century Properties launched the Client Credit Assistance Program to help clients when applying for a home loan in any of its accredited banks. Moreover, it also developed the Customer Online Records Assistant, (CORA) to provide homeowners updates about their Century home on monthly amortization and other details.

Business as usual

Notwithstanding Covid-19, Century Properties carried on  with its business expansion plans. Aside from growing its commercial leasing business and affordable housing portfolio, the company maintained robust sales of its in-city vertical developments.

The company posted P1.6 billion in reservation sales for the first half of 2020 which is equivalent to 1,925 homes or 651 units under its in-city vertical developments business and 1,274 house and lot units under PHirst Park Homes.

PHirst Park Homes, launched its sixth and seventh horizontal community this year—in Nasugbu, Batangas and in Magalang, Pampanga, respectively. PHirst Park Homes has maintained its sales momentum, posting reservation sales worth P3.120 billion from its first six projects in Cavite, Laguna, Bulacan, and Batangas for the first six months of 2020.

Meanwhile, for commercial leasing, CPG acquired 40-percent stake of joint venture partner Mitsubishi Corp.’s subsidiary in the Peza-accredited Century Diamond Tower in Makati City.

Furthermore, CPG also turned over 1,200 finished units this year. Another 1,600 units will be turned over from February to April in 2021 as well. Construction is currently ongoing at Commonwealth by Century in Quezon City, Batulao Artscapes in Nasugbu, Batangas, and Azure North in San Fernando, Pampanga.

Health and safety first

To maintain its productivity, the company provided the staff with additional resources by setting up flexible work arrangements, and conducting regular testing.  Before resuming construction in its project sites, CPG personnel underwent testing and protocols were put in place to avoid the spread of the virus.

It pursued three-step test levels that included the Cellex antibody test, the RT-PCR test, and the Sofia 2 antigen test. Sofia 2 provides results in less than 20 minutes with 100 percent specificity and 96.7 percent accuracy. Centuria Medical Makati in partnership with LabX Corp., offers the same service via a drive-thru service.

Furthermore, the company temporarily closed and deferred the opening of its 310-room hotel operation at the Tower 6 of Acqua Private Residences for the safety of all stakeholders.

Corporate citizenship

CPG practiced good corporate citizenship in response to the times. Further, it contributed to convert the Philippine Sports Stadium into a Covid-19 mega testing facility. Just recently, it also helped expedite the purchase of up to 3 million vaccines together with more than 30 other companies through a tripartite agreement with the government and AstraZeneca.

The company also conducted a successful community-wide donation drive for the victims of the  Taal Volcano eruption and those displaced by Typhoon Ulysses. Companies under the CPG distributed relief goods in evacuation centers in Rodriguez, Rizal; Marikina; and San Fernando, Pampanga.

Looking forward in 2021

Despite having experienced a tough 2020, CPG maintains an optimistic outlook going into 2021.

“As we prepare for 2021, we are ready to take on the year with optimism, guided by the three core principles of Innovation, Resilience and Growth, and Sustainability,” the company said in a press statement.

“The company will continue to re-align its strategies to meet the changing consumer needs and be of better service to its customers,” it added.

Despite the economic challenges, CPG stressed it will remain strong and agile by diversifying its portfolio for further expansion, while reducing its carbon footprint and creating environment-friendly buildings.


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