Camella, building the country

February 20, 2013 § Leave a comment

In three powerful words, Camella’s brand tagline has encapsulated more than what it represents, more than its reason for existence; it is also a statement of the group’s vision and its mission, and a glimpse into what the brand plans for its future…

With 38 years and counting, Camella has built over 250,000 homes to date and have retained a powerful presence in Mega Manila and 31 key provinces as well in 63 cities and municipalities. It is a story about the desire to build a home for every Filipino. To deservedly reward the hard work and perseverance of the Filipino family man. To give young families a place of their own where they can grow their dreams and tomorrows.

It is also a story of evolution, from building some of the country’s finest and most desired communities to today, building cities.

It’s all part of the master plan. The Camella Masterplan describes residential communities that are more than a composite of homes, streets, parks, and playgrounds. Camella believes that communities should bring whatever its families need within easy reach. Thus, each community is ideally located with immediate access to institutions like schools, hospitals, churches, transport hubs, and places of leisure. But the group has taken this a step further and exploded that strategy by bringing the institutions right into the communities.  Now, when Camella builds, it also builds churches, schools and commercial centers. By creating properties that are essentially self-contained, it is creating virtual cities.

To Camella, the master plan of every single community it builds, in every single location it selects, is a sacred, living blueprint that incorporates not only what the group intends to build, but what it intends to accomplish ¬– to build cities, since a country is often known by its cities, like how Paris is for France, Tokyo is for Japan, and New York is for the USA. By building communities where they are needed, and by creating the foundations for tomorrow’s cities, Camella is building the country.

Beyond creating self-contained communities, Camella developments have become a “mark of progress” and signs of growth and expansion across the country. Roads get better, commercial developments crop up, transport increases, and possibilities become endless. Lives improve, dreams become bigger, needs diversify and growth becomes inevitable.

Throughout history, this is exactly how the great cities of the world came to be.  A germ, a seed, set growth in motion. A few homes built along a river evolve into a great city. A town along a roadway becomes a metropolis.  A community is designed for the future and built to respond to what is needed today, and what will be needed tomorrow ¬– and slowly, and surely, a country will be built better.

“Camella. Building the Country,” speaks of more than what the brand is all about, it speaks of what the brand promises to do.  Visit its office at 116 Gorordo Ave., Cebu City for inquiries.


Sun.Star Cebu, Feb. 20. 2013


Villar group to invest P1B in Cebu in 2013

February 20, 2013 § Leave a comment

VISTA Land & Lifescapes Inc., the country’s premier homebuilder, is set to pour in more than P1 billion worth of investments in Cebu this year, a big jump from last year’s P800 million. These investments take into account a heightened expansion program, new residential projects, additional and improved amenities and commercial developments, the company said in a press statement.

This year, Vista Land, through its Camella brand, will implement another round of expansion in areas not covered yet by the company. In Cebu, more projects are eyed in the northern part of the province, particularly Liloan and Consolacion. Building of infrastructure and additional amenities in its various developments will also be a major thrust this year.

Azienda Roma, an enclave within the masterplanned community of Azienda in Talisay City, is set to build commercial spaces for offices and clinics, banks, grocery stores, restaurants, convenience stores, pharmacy, bakery, laundry and other services, to make daily living convenient for its residents.

Two of Vista Land’s well-known brands are currently operating in Cebu, Camella and Crown Asia, the pioneer in designer-themed residences. Camella has property developments situated in Carcar, Talisay, Talamban and Mactan, Cebu. Crown Asia is proud to be in Pasadena in Guadalupe and Riverdale in Talamban.

In the last two years alone Vista Land opened and expanded in Cavite, Batangas, Quezon, Legazpi, Palawan, Bohol, Tacloban, Dumaguete, Butuan, Ozamiz, Pagadian, Tagum City, Laoag, Vigan, Cagayan, Cabanatuan, Pampanga, Bulacan, nearly covering the country by end of 2012.

Camella is the brand catering to the mid-market segment of Vista Land. In a 2011 study by Colliers International Research, Vista Land stood out as the leader in Philippine residential real estate development with a total of 18,422 houses, houses and lots and condominiums sold out in that year alone. (PR)


Published in the Sun.Star Cebu newspaper on February 14, 2013.

Vista Land’s market value exceeds US$1B

January 26, 2013 § Leave a comment

VISTA Land & Lifescapes, Inc., the country’s largest homebuilder, recently broke the US$1 billion mark in terms of market capitalization.

The company reported record sales for the first nine months of 2012.

Sales for the 3rd quarter reached over P10.1 billion, bringing the total for the first nine months of the year to P30.1 billion.

In a statement, the company said that it is confident it would meet or even exceed its net income and sales targets for fiscal year 2012.

“I am very confident that we will actually meet or exceed our guidance numbers for earnings this year, and, based on our stock market performance, it seems investors believe so as well,” said Manuel Paolo Villar, chief executive officer of Vista Land.

“I am pleased to report that, in spite of continued market uncertainties in Europe, the strategies we have adopted will allow us to meet our full year sales and revenue targets.”

For the first nine months of the year, Vista Land’s real estate revenues were P12.1 billion while net income was P3.2 billion. The company had stated earlier this year that it was targeting about P4.2 billion in earnings and approximately P40 billion pesos in sales for the full year.

“We are averaging around P10 billion in sales every quarter and we should be able to hit a record P40 billion in sales for 2012,” said Ricardo B. Tan Jr., chief financial officer of Vista Land.

“Most of our sales have been coming from our flagship Camella brand, both in Metro Manila and in the provincial areas. We fully expect to see continued strong sales performance in the coming years as demand for house and lots, particularly in the mid to low end segment of the market, continues to be extremely robust. We launched subdivisions in five new areas for the first nine months, including two in Ilocos Sur, Bohol, Palawan, and Batangas,” he added.

Vista Land has the broadest presence in the Philippines among all the major property developers and has been launching projects in new areas over the last few years.

Vista Land is the holding company of five business units, Brittany, Crown Asia, Camella Homes, Communities Philippines and Vista Residences.

The company’s consolidated assets as of September 2012 totaled P74 billion compared to P67 billion in September of last year. Capital expenditures for 2012 are expected to reach P15.2 billion.

“I have been and continue to be very optimistic about the outlook for the property sector, and I am confident that Vista Land will continue to be a dominant force in the affordable housing market,” Villar said.

The country’s largest homebuilder, Vista Land is recognized for its themed and master-planned communities that offer quality housing across all market segments. The company has also successfully penetrated the market for vertical developments and has become a trusted name in this field.


Published in the Sun.Star Davao newspaper on November 19, 2012.

Vista Land allots P2B for 3 housing projects

July 25, 2012 § Leave a comment


Vista Land Unveils P5-B Residential Projects Along ‘Tourism Highway’ Sites | The Manila Bulletin Newspaper Online

July 25, 2012 § Leave a comment

Vista Land Unveils P5-B Residential Projects Along ‘Tourism Highway’ Sites | The Manila Bulletin Newspaper Online.


ANILA, Philippines — Vista Land & Lifescapes Inc., the top property developer in terms of geographical reach, is investing initially over P2 billion for P5 billion worth of residential projects along the country’s so-called “tourism highway.”

Located in Vigan in Ilocos Sur, Tagbilaran in Bohol, and Puerto Princesa in Palawan; these projects expands Vista Land’s reach to 28 provinces and 58 cities and municipalities throughout the country.

Vista Land President and CEO Manuel Paolo Villar said Vista Land has earmarked more than P2 billion for the three projects in Vigan, Tagbilaran, and Puerto Princesa, all prime tourist destinations.

“We have by far the broadest geographic reach of any developer with a land bank of 1,830 hectares,” Villar said. The company’s land bank includes properties in key tourist areas that are now being developed in line with the government’s tourism drive.

Vigan is famous for its Spanish-era houses and cobblestone streets, as well as its unique street food; Bohol is known for its “Chocolate Hills” and the indigenous tarsier; while Puerto Princesa gained worldwide prominence with the declaration of its underground river as one of the Seven Natural Wonders of the Modern World.

The projects, which will cover a total of 34 hectares, involve the construction of about 2,400 housing units, will have a market value estimated at P5 billion. All three projects are under the Camella brand, the flagship of the Vista Land group.

They are among the residential subdivisions that Vista Land plans to launch in 2012.In 2011, the company launched 23 projects worth a total of P21 billion.

Camella Homes Tagbilaran is located in Barangay Bool, with a rolling terrain that rises gently to the foot of Banat-i Hill, the city’s highest point, at about 150 meters above sea level, providing a priceless view of the Mindanao Sea.

The Camella project in historic Vigan (which has been declared a World Heritage Site by the UNESCO) sits on a 15-hectare property in Barangay Cabaroan in Bantay town at the heart of the city, where Plazas Salcedo and Burgos, the St. Paul’s Cathedral and the nearby Calle Crisologo and Plaridel Street are the favorite tourist spots.

Camella Puerto Princesa makes for an idyllic living space for those who put great premium on vacationing or retiring in clean and green surroundings, with the beaches and resorts just two kilometers away.

Big Property Developers Doubling Down for 2012

May 5, 2012 § Leave a comment


by GroundBreaking EIC on Apr 13, 2012 • 10:40 am No Comments

OVER THE last couple of months, big public real estate companies have been disclosing how much capital they’ve been looking to pump into their businesses for 2012.The collective number: over a staggering 100 billion pesos is being pumped into real estate development over the next year.

The Makati Central Business District. Only the beginning as big property developers expand farther than ever before.

More than anything else, the fact that our big property developers are going strong is an indication of a healthy economy and a population that’s willing to invest. It also means that there are plenty of projects to go around, which means plenty of jobs trickling down to the masses.

This is a great time to be GroundBreaking. Let’s keep it up, Philippines!


Hey, Big Spender

Here’s a snapshot of a few players’ capital expenditures for 2012:

Ayala Land (P37 billion)

  • Looking to Spend: “ALI president Antonino Aquino said the upward trend is continuing from last year and there is no indication of a slowdown noting that they are developing at an “unprecedented pace” with a capital expenditure budget of P37 billion.
  • Big Project: “Meanwhile, the firm has almost doubled its capital expenditure budget for Centrio, a joint venture development with the Anflogroup in Cagayan de Oro, to P4.7 billion from the initial P2.5 billion.

Megaworld (P25 billion)

  • Looking to Spend: “Upscale property developer Megaworld Corp. is allocating P25 billion for its capital expenditures this year to develop new and ongoing projects.
  • What It’s For: “Megaworld is currently developing over 40 residential projects and several BPO (business process outsourcing) offices in Metro Manila.

Robinson’s Land (P13 billion)

  • Looking to Spend: “Around P13 billion has been earmarked for the development of new malls, residential and office projects under property unit Robinsons Land Corp.
  • What It’s For: “Earmarked for the development of new malls, residential and office projects under property unit Robinsons Land Corp.

SM Development Corporation (P16.7 billion)

  • Looking to Spend: “SM Investments Corp., the listed holding firm of the Sy family, had allotted a capital expenditure budget of P16.7 billion for SMDC this year.
  • What It’s For: “Will be used to finance the completion of ongoing projects and the construction of four or five projects. The developments are equivalent to about 6,000 units, which are slated for launch this year.

Vista Land (P15 billion)

  • Looking to Spend: “Vista Land & Lifescapes has allocated a capital expenditure of P15 billion for the year, 45 percent higher than 2011’s capex budget.
  • Expanding Into: “The firm’s flagship brand Camella continues to expand in emerging markets in the countryside and is unveiling two new projects in Ilocos Sur and Puerto Princesa, Palawan.




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Ripe for the picking

May 5, 2012 § Leave a comment



TWO major developers are venturing into residential property development in Puerto Princesa City in Palawan in what could be the start of more building activities in the segment in this tourist spot.

This Friday, Puerto Princesa becomes the 56th city that Vista Land and Lifescape, Inc. will venture into via the 8-hectare Camella Puerto Princesa project, which is expected to entrench its position early in the game for Puerto Princesa City’s residential development industry.

Vista Land has been beaten to the draw by Filinvest Land, Inc. which unveiled its West Palms project in 2007. Filinvest Land is eyeing a second property following the success of its initial foray.


Puerto Princesa has been hailed as one of the, if not, the cleanest, safest city in the country. The city is typhoon-, flood- and earthquake-free, making it a veritable hub for residences, as well as businesses. Reputable schools and universities, market places and commercial areas, hospitals and places of worship are all a few minutes away from Camella Puerto Princesa. Add to the fact that both the city and its province are rich in natural beauty with unmatched verdant forests- the decision to be part of this briskly growing tourist center is an easy one to make,” said Jerylle Luz Quismundo, Camella president.

“One of the components not given too much attention in the past in this province is the presence of a homebuilder that will provide the ideal setting for families to grow. With businesses expected to rise soon, these communities are also positioned to entice and accommodate not just the local residents but those who see the province as an idyllic place to relocate. Needless to say, Puerto Princesa is ripe for picking,” Quismundo added.

Mike Mamalateo, Filinvest Land project manager for West Palms, said the company saw a need that has “yet to be filled” in Puerto Princesa.

“When we entered Puerto Princesa, it was not a deliberate effort. But when we looked into it, we saw that it is ripe for a themed development,” said Mamalateo.

“We saw the opportunity to do something (at) the level of development we usually do. We saw that’s its a good opportunity. There’s no organized development there and the community is thirsting for this kind of development there,” he added.

Prior to the entry of the two developers, Puerto Princesa has seen only small, pocket developments that catered to the affordable market segment.

Camella Puerto Princesa is a 8-hectare property in Barangay Bancao-bancao composed of house-and-lot packages that will carry three of the developer’s housing designs. The packages will have floor areas ranging from 40 square meters to 179 sq.m. and prices of between P1 million and P4.7 million.

Camella Puerto Princesa will be developed into a Caribbean-themed gated community with amenities such as clubhouse, basketball court, playground, a commercial area, and shuttled service.

Camella is Vista Land’s unit for the middle-income segment of the market, offering house and lot properties.

West Palms meanwhile is a 5-hectare property which was previously targeted for the low-cost market as a joint venture of Filinvest Land with a local partner. The project was later upgraded to target the middle-income segment, according to Mamalateo. West Palms is being developed as an exclusive and master-planned residential community in a Mediterranean-themed residential village, complete with amenities like swimming pool, club house and others. The property is located along Wescom road, near the military base in the western side of the city proper.

West Palms is being sold on a lot only basis, at an average cut of 100 sqm with prices ranging from P550,000 to P700,000. However, housing construction has to conform with the community’s design specifications.

In both developments, the developers are targeting overseas-based buyers who are seeking to establish a home in their places of origin.

Mamalateo said 60 percent of the West Palms is sold out.

“Our buyers’ profile is actually mostly overseas Filipinos. These are the OFWs that have roots in Palawan who after earning some money they go back and wanted to put up their homes,” he said.

Quismundo said the expansion of Vista Land into these geographical locations, particularly Puerto Princesa this time, is anchored on the strength of its OFWs market. “The expansion in these areas gives Filipino families more opportunities for home ownership as Camella provides options for low to mid-market segments at various price points,” she said.

“Majority of our homebuyers are OFWs who have witnessed and experienced living in world-class communities in the countries they were employed in. 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, we intend to further cement our hold in this market with the country-wide expansion,” Quismundo added.

Vista Land also sees the prospects of the Puerto Princesa City property market as attractive to second-home buyers “who would like invest, retire or simply want to take occasional respite from the bustle in city centers.”

The entry of big developers like Filinvest Land and Vista Land speaks a lot of the prospects for development of Puerto Princesa, which is fast becoming a popular tourist destination.

Recently, the Puerto Princesa Subterranean River and National Park has been included in the new seven wonders of the world, lifting further the profile of city as a must-see vacation spot.

In the past years, commercial and tourism developments have been introduced in Puerto Princesa with the entry of Robinsons Land Corp.’s Robinsons Palawan, and the GoHotel chain, Microtel Palawan of the Phinma group of companies, among others.

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