This article was initially featured on Inquirer Plus on January 11, 2025. Nearly 5,000 new mangrove propagules now thrive along the coastline of Cebu City, all thanks to the effort of Shang Properties Inc. (SPI)...
This article was initially featured on Inquirer Plus on December 7, 2024 authored by r. Vittoria Mawis-Aliston.
Today, the process of buying or selling a home, renting a retail unit, or securing an office also involves building an identity.
Beyond the physical aspects of a place, investors today consider the track records of developers. They envision the image that a partnership with a particular developer would create, as well as the longevity of the developer’s brand. Buyers seek developers known for delivering consistently, even after all payments and turnovers are completed.
Thankfully, many developers are stepping up to the challenge. Beyond architecture, design, and construction, marketing has also become a crucial component in establishing a brand in real estate.
The PR strategies and marketing campaigns created by various companies help shape their brand’s identity. In turn, these messages and visions affect our society as they create the living standards of Filipinos for generations to come.
Today, let us explore how various real estate firms are shaping our futures through the messages they communicate in their projects. The marketing heads of the Philippines’ leading developers share with us how they help create the images and visions behind the brands. Here’s what they have to say.
One thing that stands out about true quality is its timeless quality. It’s important to keep up with current trends and technology and we certainly pride ourselves on that.
For the Shang brand, however, I feel it is vital to ensure that the core message of supreme quality and attention to detail is reflected in all internal and external communications. Every person who represents the company, every unit we release for sale, every touchpoint to the end customer must reflect that DNA of our brand.
The marketing team in every company sees themselves as the gatekeeper of the brand, and we are no different! The great thing about Shang, however, is that every person who comes on board is steeped in the values and shared passion for excellence that the company represents. This makes our job quite a bit easier, as you can imagine.
In terms of generational preferences, these can refine your offering to a certain extent—for example, a higher focus on well-being and work-life balance. When it comes to our core brand values, we believe these are timeless. Many products today are transactional and are made to be discarded almost immediately. We stand as a counterpoint to this and take pride in creating projects that are built to last.
I feel that the real difference between generations is on how you approach them. Older people may wish to scan a brochure or visit a showroom before making a decision, whereas some younger people may prefer to view everything online before making a decision. The units themselves have a timeless feel, and are really open to different designs and interior decors.
Younger buyers want to be involved in their purchase at all the different stages. Even while the building itself is being constructed, they want to see photos and videos, and really feel close to the process. Regardless of their preferences, these Shang Properties buyers would want to ensure that they are getting their money’s worth and would want to invest in a company with a proven track record of creating and maintaining quality luxury developments.
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