Monday, December 22, 2008 Bringing leisure living in Davao By Nelson C. Bagaforo
LANDCO Pacific is the country's leading developer of leisure communities. This was proven by the success of its development projects in the country -- the latest of which is the playa Azalea, a mixed-use seaside commercial-residential enclave envisioned to be the most exciting leisure tourism estate to hit Davao Region.
When Playa Azalea, a joint venture between Landco, the developer, and landowner Anflocor, headed by business magnate Don Antonio Floirendo Sr. in Limao on the Island Garden City of Samal, opened for pre-selling some 250 units from its hillside cluster, "it sold like hotcakes."
This proves that Davao market for high-end communities is very receptive. Thanks to marketing strategies employed by Landco to properly introduce a world-class leisure destination to the market.
And the man behind this is a young family man named Alfred "Alby" Xerex-Burgos III, Landco senior vice president and chief marketing officer. He is the son of Alfred Xerez-Burgos Jr., Landco president and chief executive officer.
Alby said his father always leads by example and has learned a lot by working with him.
"The shoes are quite big to fill. But then I can only do my best. I do, however, differ from him in a lot of ways," the 37-year-old Landco executive said.
Alby said he happened to join Landco when his father quit his job and partnered with a good friend who used to work under him.
"At that time, I had barely graduated from college, and was asked to take on some clerical work typing cases for a training program we had designed for an Indonesian client. My first day at work was May 1, 1993. Yes, it was a holiday," he recounted.
In a Q&A release e-mailed to this writer, Alby narrated how he landed in his present position at the country's top developer and the company's plans to develop more posh communities in the country.
Here's the excerpt:
How is it growing up in a family who develops properties?
I wouldn't have wanted it any other way.
Did you earn your current position? Or did your father give you the classic "work yourself to the top" advise?
I'd like to think so. We've always believed that running the company professionally is the best way to go. The people who are holding their current positions are the ones deemed best for the job.
Is this a chosen path or an inherited one?
I was never forced to do anything that I didn't want to do. I did have a few interventions here and there, but they were completely understandable. I remember enrolling in LiaCom, a double degree course at De La Salle University. Not really knowing any better on what course to choose from, I instinctively chose a course that had one element that satisfied my curiosity - girls! :-) Of course, when my grandfather and father knew that the reason why I enrolled there, they immediately transferred me to Engineering. I don't regret it one bit.
Given the choice, would you have it chosen another career path?
No. I've had the chance to get myself exposed to other industries when I took my Masters Degree at AIM. But I never could experience the same sense of fulfillment compared with changing the way people live by developing communities.
How do you define "luxury living'?
Time is a luxury for me, so I make sure that I spend a lot of quality time with the family.
Do you have to be rich to be able to enjoy the lifestyle your company has been promoting?
Not necessarily.
Landco has been very successful in attaining its aims. Can you share with us some of the marketing strategies of Landco?
We always strive to break from the mold and do something different.
Landco has been developing high-end properties and is offered to everyone who can afford to be an owner. Is this a right assumption?
Not really. A Landco property is not for everyone. There are certain requirements that need to be met. They must be able to appreciate quality and know that it comes at a price perhaps higher than a typical, run-of-the-mill property. They must be able to appreciate that life can get better by the way we live. In other words, they must have a zest for life. They value time with the family and even themselves. They must give value for time to relax, unwind, and enjoy God's creations.
Can you tell us who your niche market is that makes your campaign very successful?
That really depends on each project that we develop
How are the Filipinos accepting luxurious living?
Filipinos should be no different from the rest of the world in accepting this concept. There are many successful brands that have positioned on the concept of luxury.
Do you think they will they be able to sustain this type of lifestyle?
Absolutely.
What is the Landco trademark?
Landco projects always have an element of leisure whether it is a beach resort, a leisure farm, hometown community or urban community. Whenever you step into a Landco property you will literally say "Wow!" -- many customers are surprised to see that we have such concepts and level of quality right here in the Philippines.
What makes your property unique from the rest of the numerous property developers in the country today?
Landco always delivers industry firsts: the first luxury seaside residential resort (Punta Fuego), the first hobby-framing community (Leisure Farms), the first flower-garden community (Ponderosa Leisure Farms), the first mixed-use leisure tourism destination (Playa Calatagan).
Landco has changed the landscape of property development of the Philippines, how do you picture the communities of this country in the next 20 years?
I'm optimistic that this country will be a better place. I think there are enough bright minds out there that can introduce new ideas and make the quality of life for Filipinos better.
What's Landco's next step in the luxury living property development scene?
We've taken quite a large step with the number of projects that we've launched. It's now time to turn them into reality.
How many more projects should Davao be expecting from Landco?
