Camella strengthens leadership in housing market
May 5, 2012 § Leave a comment
As other big players in the real estate industry slug it out in Metro Manila and key urban cities like Cebu and Davao, Vista Land & Lifescapes’ flagship brand Camella continues to expand in emerging markets in the countryside.
Camella president Jerylle Luz C. Quismundo said Camella has established strong presence in 28 provinces and 56 cities and municipalities, and the company’s bullish expansion shows no signs of slowing down.
Camella, which is Vista Land’s subsidiary catering to the mid-market segment, has built more than 250,000 homes in the past 36 years, unmatched in the horizontal housing segment. It maintains a strong presence in Metro Manila as well as in 28 provinces and 56 cities and municipalities.
Vista Land, Camella’s parent, has allocated capital expenditure at PI 5 billion for the year, 45 percent higher than last year’s capex budget. It is also targeting reservation revenues of P28 billion to P30 billion for 2012.
The company said its expansion outside the major urban centers gives it a significant role in bringing progress to, and in developing the economies, of the communities where it has undertaken property projects.
An example is Camella Candon, an 11-hectare master-planned development project. Candon is emerging as the growth center in Ilocos Sur. It has already attracted new investments totaling P104 million (as of August 2010).
Camella Candon, which is expected to expand further in the suburbs of Candon, is five to eight minutes away from churches, the marketplace, schools, shopping centers, transport stations, and the city’s important business firms.
Camella Puerto Princesa is an eight-hectare project in Barangay Bancao, which is being developed into house-and-lot packages that will carry three of the developer’s housing designs. Floor areas will range from 40 square meters to 179 sq m. The house-and-lot packages will be priced at between PI million and P4 7 million.
Camella Puerto Princesa will be developed into a Caribbean-theme gated community with amenities such as clubhouse, basketball court playground, a commercial area and shuttled service.
Princesa is the 56th city to be ventured into by Vista Land, which has projects in 22 provinces and 52 cities as at end 2011. Reputable schools and universities, market places and commercial areas, hospitals and places of worship are all a few minutes away from Camella Puerto Princesa.
Quismundo said the expansion into these geographical locations, particularly Puerto Princesa this time, is anchored on the strength of its OFW market.
“Majority of our homebuyers are OFWs who have witnessed and experienced living in world-class communities in the countries they were employed in,” Quismundo said. “Most of them wish to bring the same quality standards in their hometowns and their very own homes. And since a good number of our OFWs hail from the provinces, there is strong preference for house and lot in their hometown or province of origin which they intend to live-in with their families.”
“As the runaway leader in horizontal housing,” Quismundo added, “we intend to further cement our hold in this market with the country-wide expansion.”
Camella also makes it easy for prospective homeowners to acquire Camella homes: the company provides options for low to mid-market segments at various price points.