By Vincent Mariel P. Galang
ABOITIZLAND, Inc. is expanding its mid-market residential brand Ajoya in Pampanga and Davao City next year.
John A. Amon, AboitizLand vice-president for customer acquisition and innovation, said the company is launching new Ajoya communities in Acacia, Buhangin in Davao City and in Suclaban, Pampanga by the second quarter of 2019. The company is planning to launch a total of 400 units.
Mr. Amon told BusinessWorld via e-mail that the company is allocating a capital expenditure of P1.4 billion for the Davao project, and P2.7 billion for the Pampanga project.
This is part of the P7.5-billion capex the company has allotted for four Ajoya projects, including existing ones in Nueva Ecija and Tarlac.
AboitizLand expects P550 million in sales from the Davao development, and P450 million in sales from the Pampanga development.
Mr. Amon said the Ajoya brand generally targets professionals with families.
“The advancing professionals and their families live in the same house their parents gave them. With a growing family, they are beginning to feel the need for some improvements. They dream of a home that offers more than the usual — a home with a fresh and unique living experience, one that allows lasting connections and a truly enjoyable environment,” he said.
Mr. Amon said the Ajoya projects also cater the employees of business process outsourcing (BPO) companies, overseas Filipino workers (OFW) families, and the local residents.
The Ajoya brand is currently present in Cabanatuan, Nueva Ecija, and Capas, Tarlac. Both projects were launched in September 2018.
Ajoya Cabanatuan is a 19-hectare development in Barangay Valle Cruz with units ranging from 60 square meters (sq.m.) to 75 sq.m., and are priced between P3 million to P4.7 million.
On the other hand, the 13-hectare Ajoya Capas in Barangays Talaga and Estrada offers units ranging from 45 sq.m. to 60 sq.m., and are priced from P1.8 million to P2.5 million.
The Cebu-based property firm launched Seafront Residences in San Juan, Batangas in 2017.