Robinsons Homes sets expansion to regions

Robinsons Homes, Inc. (RHI) projects a 20 percent growth sales this year compared to last year, even as it embarks on a regionalization thrust in a bid to be present in all 12 regions of the country.

In line with this regionalization bid, several joint ventures on rawland are in the pipeline, tapping the banks’ ROPOA (real and other properties owned and acquired) as well as other landowners. Around 20 to 40 hectares of land annually are targeted to be acquired via joint ventures.

Company officials said that through joint venture arrangements, RHI will be afforded the opportunity to position for large tracts of undeveloped land with minimal cash outlay while at the same time offering landowners the opportunity to partake of the increased value of the properties upon development and sale of the project.

RHI is the upscale and mid-cost market subsidiary of the housing and land development division of Robinsons Land Corp., the real estate arm of the Gokongwei group.

RHI reported a banner year in fiscal year 2004, after having sold 1,506 units and finally attaining the billion plus mark. Despite the socio-economic uncertainties brought about by the elections and rise in crude oil prices, gross sales exceeded 2003’s by 48 percent which division head Marilu Alferez says is also due to the fact that 2003’s sales were abnormally low. "For 2005, we believe that a 20 percent growth is a sustainable figure," she said.

Future developments

Due to high sales take-up in the regions, Alferez, RHI senior vice-president and GM, revealed that RHI is encouraged to intensively pursue launching new projects. Priority areas include Tagaytay, Angeles City, and Davao City.

RHI will soon open another expansion phase of its existing development in Dasmariñas, Cavite, through Robinsons Vineyard Phase 4, as a result of brisk sales. San Jose Estates, its premier mid-cost development in Antipolo City, will soon be unveiled to the market.

In addition, new mid-cost residential developments will be opened in Pampanga (Fernwood Parkhomes) and Davao City (Bloomfields Davao), while its first regional upscale development will be located in Tagaytay City called Bloomfields Tagaytay.

To improve sales, the division will also fast track land development in Robinsons Hillsborough 3 and 4 in Cagayan de Oro City, Southsquare 2 (General Trias, Cavite), Robinsons Vineyard 3 in Dasmariñas in Cavite, and Forest Parkhomes in Angeles City.

RHI will likewise aggressively market its projects abroad in order to address the huge demand for housing emanating from OFWs. Plans are underway to reach the OFWs in Japan, Italy, and in the United Kingdom.

Alferez stressed that the housing and land development division envisions itself to be among the top three reputable housing developers in the nation and will continue to focus on selling mid-cost lots with option for housing with a price range of P500,000 to P2 million.

As part of its expansion strategy, it will soon be developing premium and upscale subdivisions.