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Transforming land, names, and lives
Since it developed the vast tract of swamp land that is now the bustling city of Makati, Ayala Corporation has become a name indelibly etched in the minds of Filipinos as a visionary developer of land, as a builder of dreams.
Yet, it was only in 1988 when Ayala Corporation spun off its real estate division into a separate company, giving birth to Ayala Land Inc. (ALI).
ALI then was primarily associated with high-end projects, whether central business districts, commercial centers, or exclusive family residences, found mostly in Makati and Alabang in Muntinlupa City.
Laying The Foundation
In 1990, ALI expanded its offering to include middle-income housing units and communities, with the establishment of Laguna Properties Holdings, Inc. (LPHI). It was at this time that ALI acquired the 400-hectare property of the Yulo family in Sta. Rosa, Laguna, and transformed it into an integrated industrial-residential-commercial masterplanned development. It was also where the 120-hectare residential component was developed into what are now known as Sta. Rosa Village and San Jose Village, with about 2,500 housing units for middle-class Filipinos.
With the success of these projects, LPHI had established itself as a company that was set to fulfill ALI’s vision of “Enhancing Land, Enriching Lives, for More People”.
Under the helm of Manuel J. Colayco, Jr., Avida/LPHI’s first president, and emboldened by its initial success, LPHI continued to expand its product offering with larger-sized homes in Santarosa Estates, as well as other locations such as San Isidro Village in Batangas City, San Antonio Heights and San Rafael Estates in Sto. Tomas, Batangas, Sta. Isabel Village in Lucena, Quezon and San Francisco Village in Pacol, Naga.
In 2002, LPHI continued its rapid expansion to residential development growth areas in Antipolo, Rizal with St. Gabriel Heights and St. Alexandra Estates, in Lipa, Batangas with Villa Sta. Monica, in Dasmarinas, Cavite with Sta. Catalina and Sta. Cecilia Villages, and Sta. Arcadia Estates in Cabanatuan, Nueva Ecija. Inspired by changes in the lifestyles of the middle-class market, LPHI also successfully offered and sold a hacienda/farm lot development called Hacienda Sta. Monica in Lipa, Batangas.
The year 2003 saw the company’s first foray into the residential condominiums with its first with its first vertical project called One Aeropolis (renamed Avida Towers Sucat) in Sucat, Paranaque. Barely a year later, Aeropolis New Manila (Avida Towers New Manila), located along Boni Serrano Ave. in Quezon City, was launched. Sequel towers to both projects followed just a year after its respective sales launches.
Likewise, in support of the government’s thrust to serve the housing needs of the soldiers, LPHI closed a deal with the Armed Forces of the Philippines to design and build housing units on a 20-hectare land in Camp Riego de Dios, Tanza, Cavite.
By 2005, LPHI already had 22 projects in 10 locations, offering almost 18,000 residential units over 600 hectares.
Reinforcing The Brand
With the retirement of Colayco, ALI veteran Dinna G. Bayangos assumed the stewardship of LPHI. One of her priorities was to convert the company into a brand, to push the corporate agenda of brand awareness to define LPHI’s core strengths, and to build a distinct and compelling positioning for LPHI.
In January 2006, to create a broader public awareness and effective brand recall, LPHI changed its name to Avida Land Corp. The new brand name and logo reflect the position of the company as a leading provider of affordable homes to Filipino families in ideal communities, further distinguishing Ayala’s affordable housing developments from the increasing number of industry players.
Avida comes from the Latin words “ave” (meaning “bird” or “celebration”) and “vida” (meaning “life”), which in tandem means ‘’to celebrate life.” Brand consultants were commissioned to conduct a market research and brand study to determine a distinct and compelling market positioning for its products.
One of the homeowners interviewed for the brand study exhibited a strong sense of pride and accomplishment in being able to acquire an Ayala product, uttering “Kaya ko palang bumili ng Ayala”.
Another homeowner professed full trust in Ayala stating: “Di kami iiwanan lang basta-basta”.
Yet another homeowner felt freed from the bondage of both working abroad, of his family’s crowded living conditions. Indeed, he had gone from “buhay kalapati” to “buhay agila!”
To further bolster the brand, projects names were changed to carry the new company name, among them, Avida Communities, Avida Residences, Avida Village and Avida Towers. The purpose however remained the same – to transform the life of every homeowner through quality living in an Avida community.
In January 2006, Avida Land launched Avida Towers San Lazaro, a joint-venture with the Manila Jockey Club to turn part of the San Lazaro Hippodrome into a residential complex composed of five towers. This development was part and parcel of a larger ALI development which includes business process outsourcing (BPO) offices and a high-end project of Alveo Land, another ALI company.
Additional residential subdivision projects followed, among them, Avida Residences San Isidro in Batangas City, and Avida Residences San Fernando in Pampanga.
Growing The Business
Now headed by Rosaleo M. Montenegro who brings with him a breadth of experience borne out of his various stints in Ayala Land and its subsidiaries, Avida continues to push the limits of the economic housing market by focusing on the unique demands of its growing clientele. The company aims to fulfill its brand tagline of “sure and secure” living for its buyers, by undertaking projects on the strength of its Five Brand Pillars: Accessibility, Unique features and amenities, Quality assurance, Stress-free buying/selling experience, and Relaxing living experience.
(Avida’s brand awareness showed a remarkable increase among its target consumers from a 22% level in its launch year of 2006 to as much as 81% in 2009, almost quadrupling over a span of only 4 years!)
By 2007, Avida Land was well on its way to reach newer heights with the development of the 22-hectare American-home inspired Avida Settings Cavite and the 43-hectare modern contemporary-home inspired Avida Settings Nuvali, which is part of the 1,700-hectare masterplanned township of ALI in Laguna. These two projects alone added over 2,400 residential units to Avida’s inventory.
As condominium living started to gain wider market acceptance, Avida introduced its first venture in Makati in 2007 with the launch of the two-building Avida Towers Makati West.
Avida did not rest on its laurels and continued to plan and to develop new projects in other areas. The year 2009 saw the launch of the two-tower Avida Towers San Lorenzo, Avida’s second foray in the Makati area. Now establishing another premium address for Avida homeowners, the company remains consistent with its goal of providing primary and halfway homes to the working class.
The year 2010, Avida’s 20th year, is yet another banner year for the company with the launch of both horizontal and vertical developments. Among the horizontal projects are Avida Estates Nuvali and Avida Village Nuvali, both in Laguna; and Avida Village Iloilo and Avida Village Bacolod in the Visayas, The high-rise projects, on the other hand, include Avida Towers Alabang in Muntinlupa; Avida Towers Global City in Taguig; and Avida Towers Cebu, its first condominium project in the Visayas.
Avida Village projects were also introduced across many locations to allow the lower income-bracket (broad C housing market) to purchase an Ayala product.
By the end of 2010, Avida Land had 38 ongoing projects in 16 locations, offering almost 34,000 residential units over 800 hectares.
Investing In People
Over the past 20 years, Avida’s workforce has grown alongside the company, constantly adapting to the changing business landscape. The Avida organization is divided into seven units, that include the Office of the President, Finance, Project and Strategic Management, Supply Chain Management , Marketing and Sales, Human Resources and Customer Care , and Technical Services , adding up to a close to 200-strong workforce.
The delivery of the five pillars encapsulated by Avida’s brand promise relies on Avida’s workforce, and Avida values the members of its organization by promoting their growth and development and by providing an environment that fosters creativity, professionalism, and productivity as well as competitive salaries and benefits.
Avida’s employees serve as brand stewards, and each unit contributes to the fulfillment of its brand promise. Avida invests in people to embody its corporate values: embody its corporate values: integrity, commitment, quality, customer orientation, and teamwork.
In managing performance and productivity, objectives and measures are clearly identified and training programs are in place to achieve the expected results. Trainings in brand championing are consistently given, while foundational training programs reinforce the values the employees have to live up to. Competency and other needs-based training programs are also provided to ensure the professional growth of our employees.
Being a housing company, Avida also opens the option for employees to avail of Avida properties with product discounts and special offerings.
Avida also maintains an open line of communication with its staff, adapting communication as a way of life with an open-door policy across levels. They hold regular ‘kapihan,’ breakfasts with the President, and town hall meetings to update employees on the latest business developments and challenges. These are also venues for employees to voice out suggestions and thoughts about the business, as well as ways for the company to improve its systems and processes.
It’s not all work for the Avida employees, however, as wellness programs enable them to strike the balance between work and life. Avida has special interest clubs, an annual health fair, sports fests, family-oriented activities and corporate social responsibility programs.
Avida wants to create the best possible work environment for its employees to enjoy working in the company motivate them to assume higher levels of responsibility within the organization in the future.
Providing Homes To Overseas Filipinos
Since the company’s inception, Avida has always had Filipinos and their families in mind. The property firm bravely looked outward, taking the initial step in selling its property developments to overseas Filipino workers.
In 1998, LPHI opened its first representative office in Milan to help OFWs in Italy and the rest of Europe realize their dream of providing homes for their loved ones in the Philippines.
More representative offices were opened in Singapore in 2003, and in Dubai in 2005.
Buyers in the United States were also served by the firm’s growing army of accredited sales agents. Corporate road shows followed where the Filipinos were – Australia, Hong Kong, Malaysia, Singapore, among many other countries.
Uplifting The Lives Of More Filipinos
Avida continuously nurtures among its sales force the value of hard work, dedication and passion to provide homes to Filipinos. The sales force numbers to about 2,400 as of end 2010. Several training modules designed to enhance selling and entrepreneurial skills and aimed at increasing their personal economic potential are in place. The idea is for Avida’s sales force to build a strong partnership and to develop a deeper sense of pride working for the company. It has already become very common to hear sellers talk about their more than 20 years of selling/service with Avida and how their families’ lives were shaped and nurtured over time. In fact, they themselves have become owners of homes in several Avida communities.
This deeper sense of commitment pervades among all of our sellers housed in different group channels. Avida Sales Corp., a sales company formed by Avida in early 2005, with a total of 1,300 sellers, now accounts for about half of the company’s sales year on year. Dedicated broker groups have continuously shown loyalty to the company as it remained committed to sell only for Avida, while the Corporate Sales group remained steadfast in growing its clientele by effectively tapping workers in organizations and corporations.
To provide leasing services to our OFW and investor market who may need help in renting out their units, and realizing rental income from their property investment, Avida also established its leasing operations, under Avida Leasing Corp. in 2009.
Life As It Should Be Lived
It’s all about worry-free living as each Avida residential unit and community is well cared for by the Ayala Property Management Corp., the same firm that expertly oversees all ALI developments such as the malls and the higher-end property developments. This ensures that each home is well-protected and each community is well-maintained to preserve the value of each homeowner’s investment.
No doubt, the coming years will see Avida marching forward into regions and markets that remain underserved, and continuing to offer innovative designs that will transform houses into homes, and communities into peaceful environments where homeowners can always get a good night’s sleep.
What great reasons to celebrate life!
The brand promise of Avida stems from the brand promise of the parent company, Ayala Land, which is “Enhancing Land, Enriching Lives.”
Avida focuses on enriching the lives of the hardworking middle class by offering their families a home to be proud of one that is nestled in a peaceful and safe community, accessible to public transportation, beautifully and practically designed, and one that will prove reliable performance over time.
Thus, Affordable living at its best.
Location is one of the most crucial factors to consider when purchasing a new home. Since Avida developments are highly accessible via available public transport systems, you and your family can benefit from reduced travel time to schools, churches, hospitals, commercial centers and business hubs. With everything within your reach, the time typically spent in traffic can be translated to more valuable quality time with your loved ones.
Unique Features and Amenities
Avida offers a variety of refreshing house designs and a wide selection of practical lot cuts. Innovative and stylish condominiums in Avida Towers, American East Coast seaside houses in Avida Residences San Fernando and Avida Settings Cavite, and American suburban houses in Avida Residences San Isidro-these are just few of the homes that Avida offers.
Homes are spacious, naturally illuminated and at the same time energy-efficient. Outdoors, you and your family can take time to enjoy the scenery. Activity areas and best-in-class amenities are but a few of Avida standard community developments.
To ensure the long-term value of your investment, all aspects of our technical planning and construction undergo stringent quality controls. Structural designs are accomplished by highly experienced engineers, while our construction management processes employ an ISO-certified management system.
Avida goes one step further by giving you the opportunity to check every nook and cranny of your new home before it is officially turned over. Coupled with a diligent title trace back service, you can put your mind at ease.
Of course, apart from topnotch quality, Avida is highly committed to the prompt delivery of all projects according to specifications.
Stress-free Buying Experience
We believe that our customers’ buying experience is an integral part of our value proposition. With pre-arranged financing facilities through accredited banks, we offer a variety of financing schemes to help ease the burden of purchasing a new home. We make sure that site visits are as informative and as relaxing as possible. Our brokers and employees adhere to strict ethical standards, while our dedicated customer hotline is readily available to address all your concerns. Our growing list of local and international offices is our way of reaching out to all our clients, wherever they are.
Relaxing Living Experience
Thanks to Avida’s guarantee of 24/7/365 security, you always get a good night’s sleep. With amenities like swimming pools, basketball courts, clubhouses and landscaped parks, your family weekends will always be fun-filled and exciting.
Property maintenance is the key to protecting the value of your investment. With strong Village Management support, your home, as well as your community’s amenities, will always remain in top shape.
With the expertise of Ayala Property Management Corporation (APMC), the same group that handles all Ayala Land developments, you will never have to worry about problems related to utilities and services like garbage disposal ever again.
Through these 5 pillars and the full support of AyalaLand, Avida delivers secure, affordable homes in well-planned communities.
Discover what it feels like to be “sure and secure”. Move into the right direction. Move into Avida.
We are the recognized leader and the most preferred provider of quality shelters and communities for the average Filipino family.
Avida has the primary goal of creating “dream” shelters that enhance the quality of family life. We pioneer housing technology that ensures superior and consistent quality thereby achieving excellent value for money.
We develop and maintain residential communities that set the standard in the industry, promote the growth of property values and enhance the well-being of its residents and environment. As a company, we will be guided by the following core values:
CUSTOMER SERVICE, QUALITY, COMMITMENT, INTEGRITY and TEAMWORK.
Our primary value is Customer Service which relates to both our external and internal customers (team members).
To our Customers, we commit to provide the highest value for your investment by delivering quality and innovative homes and communities that continue to appreciate over time. We will endeavor to build customers for life by providing the highest standards of service and constantly improving quality.
To our Team Members, we recognize that you are the primary asset of the company. As such, we will promote professional growth and fulfillment by recognizing and rewarding good performance, providing conducive work conditions, encouraging open communication and ensuring fair and just compensation. The highest level of teamwork, dedication and professionalism will be expected to generate synergy towards the achievement of our common goals.
To our Business Partners (Brokers/Agents, Suppliers, Contractors and JV Partners), we offer a mutually beneficial and long-term relationship by dealing with you fairly and with integrity. Together, we work to deliver the best value products and services to our customers.
To our Owners and Stockholders, we exercise prudence and observe professionalism with integrity and seek proper means of continuously optimizing returns on investments.
To the Communities, we contribute to nation-building by uplifting the living conditions in every area we develop. We enhance the socio-economic environment, support environment preservation programs and develop and maintain environment-friendly communities.