Bria’s Boom year
For sure, billionaire Manuel B. Villar is feeling providential these days as Golden MV Holdings subsidiary Bria Homes made a stellar performance in 2022.
Estrellita Tan, COO of Bria Homes, described 2022 when the company asserted its status as the most trusted provider of affordable homes in the Philippines. She added Bria was on a roll last year, building comfortable, well-designed housing units in multiple projects nationwide, while making homeownership more accessible for the average Filipino. Since day one, she said Bria has positioned itself as the provider of affordable house and lot package to ordinary Filipinos who aspire to acquire their own homes.
At present, Bria is present in over 50 locations in the country.
She said Bria maximized the power of social media when it persistently pushed its developments both north and south of Metro Manila—from Tagum in Davao del Norte to Calbayog in Samar to Manolo Fortich in Bukidnon to Iriga in Camarines Sur and finally to Digos in Davao del Sur.
Moreover, the overseas Filipino workers (OFWS) became a potential driver of the company as it promoted its project offerings which enabled the Filipino expatriates to check out their offerings with just a few clicks.
This was complemented by a campaign called “Make It Yours,” which kicked off at Bria’s Worldwide Virtual Property Expo, a two-day, 24hour event that was made accessible on Bria’s official web site.
Both campaign and virtual expo generated interest among OFWS and immigrants who wish to retire and resettle in their old hometowns .“financially literate Overseas Filipino Workers quickly realized that real estate is a secure, tangible asset that is resistant to the whims of the times,” Tan noted.
“This was not lost on aspiring Filipino homeowners, including upwardly mobile millennials, who now look at property as a worthwhile investment and a hedge against inflation,” Tan added.
Tan said Bria Homes stepped on the gas in terms of product offering in 2022 to deliver better customer experience by rolling out the xe Series of Enhanced House Models, which granted a whole new level of comfort and security to aspiring homeowners.
“The xe series are actually upgraded editions of Bria’s Elena, Elyana and Bettina house and lot units, which tout exterior enhancements such as their own fences and gates, and a finely finished front pavement. These features lend curb appeal to the properties, boosting their value proposition among real estate investors,” Tan explained.
Further, Bria raised the bar by introducing upgrades in the interior set-up: each Elena, Elyana and Bettina unit has bedroom partitions, ceramic floor tiles in common living areas, tiled walls in the toilet and bath, a dual flush water closet, a telephone shower, and a bidet. Such amenities make for an attractive new product line for discerning homebuyers.
In the same year, Bria launched multiple condo projects bearing the Astra brand, which is now part of the homebuilder’s aggressive expansion plans for 2023 moving forward.
Ong said Bria likewise organized multiple turnover events in 2022. It gave away house and lot units to winners at competitions such as Sing Galing, and awarded a brandnew Bria house and lot worth P1.5 million to the raffle draw winner in the “May Bahay sa Bakuna” program, a clever incentive for Las Piñas City’s residents.
It also conducted mass hiring on Labor Day with a Job Fair in all Bria offices across the country. It offered Filipinos an opportunity to pursue a career in real estate and thrive in a competitive and nurturing environment.
The company’s industry-shaking moves resulted in Bria Homes getting recognized twice in 2022. In June 2022, Bria was officially named Asia’s Most Affordable Housing Developer of the Year by Asia’s Golden Icon Awards 2022.
Finally, Bria Condo was hailed as the Most Trusted Condo Developer of the Year in Asia’s Pinnacle Awards for its initiative in providing the affordable condo lifestyle to more Filipinos in the country.