CEBU-based property developer King Properties has strengthened its presence in Negros Occidental by launching its second project in the province.

Its president, Jason King, who led the groundbreaking ceremony for the company's Casa Rufina South in Barangay Taloc in Bago City Thursday, November 28, said they are extremely overwhelmed by the warm welcome and hospitality of the Negrenses.

King said they chose Bago City as there is lesser competitions toward the south. Most of the developments, he said, are in the northern portion of the province.

"We have ventured into economic housing, so Filipino clients and future homeowners are assured that owning a house is extremely affordable for all," the property president added.

The 5.1-hectare property is not a typical residential development. It rather has an incorporated microtownship concept.

In terms of future developments, the company is eyeing to build shop-houses located along the highways mainly to encourage entrepreneurship among homeowners.

For his part, Jason's cousin and managing director, Raymund King, who was also at the ground breaking, said their development is described as sustainable, innovative and has value for money.

King said aside from being the most recommended area by the brokers, the location has a very good demand and capable of addressing the quality housing requirement in the area.

"We reinvent, always be on top, give something better, introduce something new and be unique," he said, adding that "our product has always been preferred in the market in terms of designs, locations, costs, and of course, opportunities for the people to have a better home in an affordable price."

The firm has yet to come up with the actual cost of units as it is still processing their license and requirements.

But it assured that their aim is to give opportunities and help the locals by providing them livelihood and employment opportunities.

King Properties officials also expressed optimism that Casa Rufina South, like the other property in Talisay, will also obtain good market acceptance especially in terms of location and price point.

They said they are not following the typical business model or just building suitable price. Instead, they always look up to what is best, optimum and quality designs for the buyers.

"By this project, we want to continue the footsteps of the main founder of King Properties and his grandfather Juanito King," the officials added.

Meanwhile, the ground breaking activity was also attended by city and barangay officials.