Now orange drink boy RJ Ledesma is selling scenery

You may remember him as a cherubic boy pitching for Royal Tru-Orange. Or if you’re a masochist on weekends, up and about by 6 a.m.; his face will be familiar, thanks to the hosting chores he shares with Mon Ilagan, Connie Sison and Cherrie Mercado on the weekend telecasts of Magandang Umaga, Bayan. And if you’re interested in Tagaytay real estate, and had been looking for a more affordable alternative within a still quality conscious development plan, you may have encountered RJ Ledesma in his avowed "true" career calling.

As COO and executive vice president of Ledesco Development Corporation, Rene Ledesma Jr. (RJ), has been playing host to interested parties looking for that dream retirement home or weekend getaway in Tagaytay. The Buena Vista Nature Park and Country Club and the Taal View Heights Nature Villas are the two projects that form the core of RJ’s present passions.

"It’s all nicely dovetailed. After college, I had a stint as assistant brand manager at Procter & Gamble, then left to pursue a Masters of Science in Real Estate Development degree at the Massachusetts Institute of Technology. It’s something I’ve always been interested in and because my family is in the real estate business, it’s meant that I’m in the fortunate position of making a career in an arena that really is tangential to my field of expertise in terms of further education. How many can say that?"

"Ever since I can remember, I’ve been involved in one way or another with the performing arts. Those commercials, TV hosting, theater, hosting events; thanks to time management, I’ve parlayed that affinity into the work I do at ABS. And I’ve learned so much from it. Mon Ilagan is such a veteran newscaster and host, it’s been so rewarding working with him. There’s rapport and camaraderie with Connie and Cherrie that has made the stint so enjoyable. It’s a much looser format than on the weekdays when hard news and more serious features have to take their share of the spotlight. On the weekend format, we telecast from golf courses, recreational parks, picnic grounds. It’s been a great way of indulging in my love for media and current affairs."

Bring up the subject of Ledesco’s Tagaytay project and a marked intensity becomes etched on RJ’s boyish visage. "At MIT, my thesis was ‘The Feasibility of Establishing a Secondary Mortgage Market in the Philippines.’ It’s for the middle class and lower upper class sectors of our society that we’ve put up Buena Vista and Tall View Heights. Tagaytay is still such a great place, you have the proximity to Metro Manila, the weather is great and the scenery is like something out of a storybook. Most of the prime resorts and areas, like Tagaytay Highlands, are fairly prohibitive in price for the great majority. Our thrust was to come up with a quality product that we could bring to the public at prices that would be that much more accessible. There’s a totality that we’re very proud of; I’ve sunk in all the best of what I picked up while at MIT, and with the family’s experience and background in real estate development, I think the public has a very sound investment opportunity with these projects."

Nestled on a 26-hectare resort estate that’s situated near Tagaytay Highlands, the Buena Vista Nature Park and Country Club will be the first family and nature-oriented leisure park in the country. With a breathtaking panoramic view of Taal Volcano and Lake, affordable membership shares and flexible investment schemes form part of the master plan.

Highlights of Buena Vista include nature-oriented facilities with the whole family in mind. There are camping grounds, weekend farming facilities, biking and hiking trails. A lighted executive 9-hole golf course is part of the plan. "This is being created with weekend visitors in mind. You can drive up Friday evening, after work, and still put in nine holes when you get to Buena Vista. Women who love golf but hate playing in the sun will also love this." There are cottage facilities for weekenders, and a modern business center for out of town seminars and corporate functions. The Sport’s Center will have a spa and Jacuzzi that overlooks Taal Lake. Carica Products have signed on to create a showcase within the grounds.

Right now, the shares stand at P110,000. One available option is to give a down payment of P11,000 and amortize the balance over five years. RJ sees the grounds being fully operational in less than three years. In the meantime, excursions and sales promos are being held to show interested parties the proposed site and some of the Park’s features are being fast-tracked.

The Tall View Heights Nature Villas is a residential property development. A subdivision with a view that can’t be matched; the going rate is P3,200 per square meter, with a packaged lot size of 750 square meters. Here, one has the investment opportunity to build that weekend home, a retirement home, a farming retreat or even a house for a retreat of a more spiritual nature. The Couples for Christ have opted to put up a major facility within the subdivision.

"We’ve even set up an architectural/interior design firm which can readily provide buyers with ideas on what type of house to build. I remember reading your feature on Architect Bobby Mañosa for Starweek a couple of Sundays ago, and I couldn’t agree with him more. He cited how it was ridiculous to build something like a Swiss chalet here in Tagaytay. Our focus is to maintain Philippine identity with the houses that will be built here. Whether the bahay na bato-type structure, or something along the lines of Tropical Architecture, the idea is to keep to a ‘sense of place.’ We are in the Philippines and we should be proud of the tradition that’s there for us to utilize."

With the Star Expressway, these Ledesco developments are no further than an hour’s drive from Makati. One takes the Sambat exit, and it’s a very short drive to the site.

Mention was made of how people spoke of how soft the real estate market now was; and how, given the time lag before the concept would become a reality, there could be a "wait and see" attitude. Was the notion of pre-selling really achievable given the prevailing conditions?

"Those are very valid points. My answers to that are the following. First, one should look at the track record of the developer. Ledesco has been around way before I got involved. My father has been at this for years now, we’ve developed in Iloilo, in Davao, in Los Baños. The Ledesco projects there stand proudly as testament to our continuing commitment to develop and deliver quality subdivisions and real estate."

"The current situation is also a double edged sword. If prices are weak now, one can construe them as ‘steals,’ that precisely, it’s a good time to acquire these quality properties. For me, there’s the belief that given all the above, there’s a good chance that an acquisition will appreciate in value over the years. Look at Tagaytay Highlands, in 1991, shares were being sold for P150,000; now they’re worth a million. Coming in at the pre-development phase when prices are very reasonable, can be a sound investment opportunity."

Being son to Rene and Fortune Ledesma has imbued RJ with a work ethic and professional standards he can be proud of. Top all that with a personable demeanor and a focus that’s very evident, and it’s obvious that one early morning in the near future, RJ may be broadcasting Magandang Umaga Bayan with an intro of, "Good Morning, it’s 6 a.m., I’m RJ Ledesma, and we are here at the Buena Vista Nature Park and Country Club..."