Profriends News

March 12, 2024---The Provincial Government of Cavite and the private sector proponents, Maplecrest Group Inc. (MGI), Profriends’ parent company, and the Megawide Construction Corporation jointly signed the Certificate of Successful Negotiation for the Cavite Bus Rapid Transit (CBRT) project.

February 23, 2024 marks the 25th founding anniversary of Property Company of Friends, Inc., more known as Profriends. For over two decades, Profriends has embraced its calling to transform the lives of Filipino families through the communities it creates. Choosing to serve the affordable market, Profriends has built and delivered over 64,000 houses across its projects since 1999. This practically translates to the same number of families or close to 300,000 individuals whose lives were made better by living in a Profriends home.

February 23, 1999--- a new developer was born. Property Company of Friends, Inc., better known as Profriends, started with the principle of improving the quality of life of the Filipino family. First thing in mind is to provide them a decent home at an affordable budget to enable young, start-up families to spend valuable time together in a home they can call their own. Notwithstanding the timing, which was just after the 1997 Asian financial crisis, Profriends founder Guillermo Choa, bravely collaborated with eight colleagues to start this benevolent task of creating communities and transforming lives.

With its proximity to overcrowded Metro Manila, Cavite has been the next ideal location for various real estate developers and home seekers alike. Today, we can say that the province has become the hottest real estate destination south of Metro Manila. With its appealing profile, Cavite is set to offer more mixed-used developments in the coming years.

Why invest in Cavite?

There are numerous infrastructure projects on-going and some of these are for completion already: LRT-1 South Extension, Sangley Point International Airport (SPIA), Cavite-Tagaytay-Batangas Expressway (CTBEx), to name a few. Realizing all these will make Cavite’s accessibility easier so investors are considering the province for its great opportunity for business. Even within the province, road projects are given priority. The construction of the Malabon Grande-San Juan-Mulawin Diversion Road which connects the town of Tanza to General Trias City is one of these.

While all these developments are happening side by side, home buyers looking for a house in Cavite can still find a good deal since real estate prices in Cavite are still significantly lower than other parts of Metro Manila. The diverse industries such as manufacturing, agriculture, and tourism are thriving economic activities.

Going home to Cavite

25 years ago, Property Company of Friends, Inc. (Profriends) saw Cavite’s potential and has since invested in the province. With the Filipino family deserving of a house which they can call their own in mind, this inspiration was carried out by Profriends to continue serving the Filipino families. Its projects, from pocket developments to estates, grew into townships and shifted its focus to more meaningful property development--- community living. This unique quality, where families in the community is top of mind, more makes a house a home.

Changing the Cavite landscape

Today, the community life which is practiced in the established horizontal developments of Profriends, becomes a manifestation of higher things to come. As Cavite progresses even more with its bustling developments in various aspects, Profriends began introducing its first vertical projects which will offer the same community living that it is offering its house and lot homeowners. The community camaraderie, the spacious residential spaces, the nature-rich open spaces--- these are the qualities that can be seen in Westwind at Lancaster New City, Merrydale Homes – St. Joseph, and soon to rise condominium projects in other areas of Cavite. Soon, more Caviteños will enjoy living in the progressive province with a booming economy, diversified population, and community features that continue to keep the family at its core.

The first-ever low-rise condominium inside Lancaster New City, Westwind, breaks ground to gear up for construction. The mixed-use development is set to promote connected, healthy, and convenient living inside a sustainable community. In his speech, Business Unit Head Eric Ganaden outlined the vision for the 13-hectare project: “Years from now, we will transform these perspectives and renders into actual buildings and amenities.” Westwind at Lancaster New City features 4-storey buildings with flexible units. A common outdoor lifestyle spaces connect the residents in these units within walkable distances.

Offering the essentials

“Years from now, we will transform the idle property into a sprawling yet thriving community with all the essentials to support it and add-ons to flourish it,” said Ganaden. The essentials include its own clubhouse, parking building, swimming pools, kiddie playground, multipurpose court, and a retail row. Other than these homeowners’ needs, Westwind at Lancaster New City will change the landscape of condominium living by having outdoor lifestyle open spaces like exercise grounds, outdoor workspace, pet-friendly spaces, al fresco dining, dedicated bicycle lanes and jogging paths. Its location inside Lancaster New City enables our residents to also enjoy the proximity to St. Edward School (K-12), Parish of the Holy Family, The Square Community Mall, Suntech i-Park, and Lancaster grounds.

Since Profriends launched its first project outside Cavite in 2007, Iloilo has been the second home of the property developer in its mission of creating communities to transform the lives of Filipino families. The then quiet municipality of Pavia has become a bustling town just a few years after Profriends bravely invested in two initial projects in the area: Parc Regency Residences and Monticello Villas. “We have actively participated and witnessed the development of this town (Pavia). It is nice for us to have started here and grow with it,” says Kathleen Choa, president of Profriends. True enough, Pavia has since counted many locators following the success of these Profriends communities. Parc Regency Residences, for instance, was first to introduce an extra open space, which is the linear park, adjacent to its houses. This became the standard for the property developers to offer ample space for family and community activities in its projects. Parc Regency Residences boasts of having the biggest swimming pool in the area. “We value the families’ time together so we provide facilities and more open spaces in our projects that will be a venue for frequent family bonding,” added Kathleen. Recently, Profriends also launched Merrydale Homes in Sta. Barbara.

“For over 16 years, we are delivering joy and making a difference in our Iloilo communities. Alongside our developments, we also built and support four GK (Gawad Kalinga) communities in Passi and Lambunao. We envision for this to continue in the coming years,” shares Choa.

Profriends Iloilo recently celebrated its 16th anniversary by holding a series of family activities. The events further strengthened relationships in the community.

The success of the developments in Iloilo is part of Profriends’ milestones on its Road to 25.

Road to 25 is a series of events for the people and community in celebration of Profriends' 25th year in the property development business.

Following its logo transformation, Property Company of Friends, Inc. (Profriends) has simultaneously unveiled its new symbol in its offices in Mandaluyong City and Cavite, Monday morning of June 19. The program opened with the blessing of the premises, followed by an opening remark reinstating the company’s vision: “It is engrained in our DNA to serve the Filipino family and help them uplift their lives,” says Corporate Brand Manager Celine Choa, who addressed the guests in attendance at Mandaluyong Head Office. This message was echoed by Lorris Francisco from the HR department in her welcome remarks to the attendees in Profriends Center Cavite (PCC) office: “Today’s logo unveiling is significant because the logo is a symbol of who we are and we are renewing our commitment to be community builders,” said Franciso. “This is part of our Road to 25 where we will be celebrating Profriends’ 25th year,” added Client Relations Department Head Anna Liezel Mendoza as she welcomed the attendees in Cavite Sales Office.

Clad in green fabric, the Profriends logo signages were unveiled by selected employees from each site. Following the office logo reveal was a short audio-video presentation which reminded everyone of the new logo’s representation of the company as a community builder.

In Profriends Center Head Office, the inauguration and blessing of the new lobby added value to the occasion. “Our inspiration for redesigning the office lobby is to improve the customer journey. When we say customer, kasama din po dito ang mga employees natin and other stakeholders. Post-pandemic, what we want is… when they see us face to face, the experience is going to be worth their while.” says Beth Ong, Head of Talent Management and Organization Development.

This event kicks off a series of activities and changes happening in the Profriends organization on our Road to 25. On February 2024, Profriends will be celebrating another milestone in its portfolio—its silver anniversary.

Road to 25 is a series of events for the people and community in celebration of Profriends' 25th year in the property development business.

Profriends is one of the fastest growing property developers in the Philippines, having built and delivered over 60,000 houses to Filipino families since 1999. For more than two decades in property development, Profriends has evolved to be a values-driven community builder that continues to transform the lives of Filipino families. Its strong presence in Cavite and Iloilo is manifested through its projects, Lancaster New City and Parc Regency Residences, respectively.

April 22, 2023 ---- Property Company of Friends, Inc. (Profriends) marks another milestone as it introduces its newest community, Minami Residences. This nature-inspired project located in Brgy. Santiago, General Trias, Cavite, offers quadruplex units--- a first among Profriends’ portfolio. The 2-storey quadruplex Hanna house model is a 54 sqm unit on an 80 sqm lot area. This house design is intended to grow with the family because the extra space may allow possible future expansion as their needs change.

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This 25-hectare nature-friendly, gated community encourages outdoor activities in its open-air multi-purpose court and jogging paths. The clubhouse which is designed for various social activities among homeowners also features a swimming pool as an added recreation venue, suited for family gatherings and bonding.

Coming from Manila, Minami Residences can easily be accessed through Arnaldo Highway from Centennial Road or Antero Soriano Highway. While coming from Dasmarinas, you can easily reach Minami Residences via Arnaldo Highway’s connection to Governor’s Drive. This new community is also accessible through various major road networks such as CavitEx via Lancaster New City, and, soon, via CALAX.

Minami Residences is located along Arnaldo Highway, General Trias that allows you to be close to the Metro and be near vacation spots in Silang and Tagaytay at the same time. This new community is accessible through various road networks such as Cavitex via Lancaster New City and soon, via Cavite Laguna Expressway (CALAX). Arnaldo Highway also connects to Dasmarinas, Cavite via Governor’s Drive and is a stone throw away from the South’s famous weekend getaways.

Profriends is one of the fastest growing property developers in the Philippines, having built and delivered over 60,000 houses to Filipino families since 1999. For more than two decades in property development, Profriends has evolved to be a values-driven community builder that continues to transform the lives of Filipino families. Its strong presence in Cavite and Iloilo is manifested through its projects, Lancaster New City and Parc Regency Residences, respectively.

On its road to 25, Property Company of Friends, Inc. or Profriends launched its new brand of housing to suit the needs of lower income families. Located in Brgy. Santiago, General Trias, Cavite: Merrydale Homes – St. Joseph (MSJ) boasts of having more than 50% open space to lead all other housing of its kind in providing more breathing space for its homeowners. Inspired by our own culture, the three low-rise buildings of MSJ are named after admirable Filipino traits--- Katapatan, Kasipagan, and Pag-Asa, for buildings 1 to 3, respectively. Each building consists of three floors, with 45 units per floor, and multiple access points. To ensure safety of the residents, MSJ is designed to be a gated community with guard on duty 24/7, and is bounded by a perimeter fence. Residents may enjoy recreational activities by using its basketball court, multi-purpose hall, or the open spaces that surround the community.

MSJ is perfect for low-income earners who dream of having their own home. A unit can be purchased via PAG-IBIG loan. It is ideally situated near schools, offices, places of worship, hospitals, and commercial establishments.

Merrydale Homes is another testament to Profriends’ tagline of “Creating communities, transforming lives.” for first time home buyers - individuals and start-up families - with monthly payments at less than P3,000 a month*. In 2022, Profriends also launched Merrydale Homes – Iloilo, situated in the booming town of Sta. Barbara. The 6.7-hectare development offers more than a thousand bungalow units, with the same concept of providing affordably-priced houses in a community that supports family and neighborhood bonding.

Profriends is one of the fastest growing property developers in the Philippines, having built and delivered over 60,000 houses to Filipino families since 1999. For more than two decades in property development, Profriends has evolved to be a values-driven community builder that continues to transform the lives of Filipino families. Its strong presence in Cavite and Iloilo is manifested through its projects, Lancaster New City and Parc Regency Residences, respectively.

On its road to 25 years, Property Company of Friends, Inc. (Profriends) keeps its commitment to every Filipino family it serves. The tagline--- “creating communities, transforming lives” started it all. Since its beginning in 1999, Profriends has been represented by its corporate logo, with its initials “P” and “F” forming a house roof image, “this was graphically made to represent mass housing, which is the core business of the company,” recalls Gus Leonardo, one of the pioneer members of Profriends. As early as its founding year, Profriends’ founder and chairman, Gerry Choa, kept clear the purpose of the company: build affordable houses, build relationships, nurture the community, and eventually create a brighter future for the people under its care. The tagline remained as a great reminder of this purpose by retaining its presence in the corporate logo until the latter part of 2017, when the need for a stronger recall and cohesion of the corporate brand became more aggressive and the logo was simplified.

Strengthening its commitment to the families it serves, Profriends introduces a new symbol that reinforces the company's identity of being a community builder with a heart. Still represented by its initials “P” and “F”, the new symbol is now represented by solid geometric shapes in green and teal. The color combination embodies calmness and renewal. Staying true to its commitment, the green roof represents the homes provided to families, this time emphasizing on its harmonious growth with the verdant communities the company designs. The teal roof is pointing upwards signifying how integrated communities aid in uplifting the lives of the families in Profriends developments.

Profriends is poised to launch new projects that will cater to the housing needs of more Filipino families, upholding the same ideals for the family and their community.

Profriends is one of the fastest growing property developers in the Philippines, having built and delivered over 60,000 houses to Filipino families since 1999. For more than two decades in property development, Profriends has evolved to be a values-driven community builder that continues to transform the lives of Filipino families. Its strong presence in Cavite and Iloilo is manifested through its projects, Lancaster New City and Parc Regency Residences, respectively.