IN DAVAO City’s fast-evolving real estate scene, Santos Land Development Corporation quietly chalked up a significant win in the first quarter of 2025. Most of the brokers surpassed their sales targets, closed deals at full price, and walked away with more than just commissions—they carried a renewed sense of purpose and pride.
To outsiders, it might seem like just another strong quarter. However, for those working behind the scenes, this milestone is the culmination of years of cultural transformation within the company. This intentional shift has put people, not just property, at the center of the business.
“It’s not just about motivation. It’s about the quality of the products and the people you entrusted to sell them,” said Estella B. Aguilos, Business Group Head of Santos Land.
That philosophy was on full display at the Sales & Marketing Summer Fun and First Quarter Sales Recognition 2025, held last May 23 at Kavanah Haven Resort in Kitaotao, Bukidnon. The event celebrated the dedication and resilience of brokers who consistently delivered, featuring key corporate figures such as the Chief Financial Officer Maria Lourdes S. Estanislao, Corporate Service Head Edna Aldea, Business Group Head Estela Aguilos, and Sales & Marketing Manager Evelyn C. Catalya.
Rebuilding from the ground up
When Aguilos took the reins of the marketing division, she didn’t inherit a well-oiled machine. Instead, she found a team adrift—low morale, no clear systems, and little motivation.
“There was no structure, no program in place,” she recalled. “I had to design something that made brokers feel both recognized and driven. Motivation alone isn’t enough—you need a win-win system.”
That system is now producing real results. Each quarter, brokers are not only hitting targets but exceeding them. Some clients have even opted for a rare one-time payment, a reflection of trust and confidence in both the product and the people selling it.
In a crowded market, Santos Land’s flagship project in vertical subdivision, the Ivory Residences, continues to stand out, praised by buyers and even by government housing officials.
The face behind the numbers
Among those recognized was Betsy Guhao of Davao Best Home Realty & Brokerage, who topped the charts in the horizontal subdivision under the Sales Manager category. But her journey was anything but easy.
“I feel very triumphant," Guhao said. "Before, lisod kaayo ibenta ang product of Santos Land. I don’t know why. Pero finally, naabot gyud siya (Before, it was really hard to sell the products of Santos Land. I don’t know why. But finally, it happened),”
A veteran in the industry with over 20 years of experience, Guhao’s recent success came from a solo sale—no shared leads, no co-brokered deals, just persistence, trust, and a deep understanding of her client's need.
“Once you start closing sales, sunod-sunod na gyud na. But you have to stay. Kung ni-give up ko before, I wouldn’t be standing here now with this recognition (Once you start closing sales, the momentum follows. But you have to stay the course. If I had given up back then, I wouldn’t be standing here today),” she said.
Her story is the kind Aguilos had hoped to inspire—proof that when brokers are empowered, they become more than agents. They become ambassadors of trust for the company and the families, making life-changing decisions.
Building trust, not just sales
To support its sales force, Santos Land rolled out a suite of incentive packages, including a 6 percent sales commission and all-expense-paid international trips, and many other cash incentives for top performers. But Aguilos believes the real difference lies not only in motivation but also in knowledge and empathy, and most of all in discipline.
“I always tell them: you can’t sell what you don’t understand. Knowledge gives confidence, and without confidence and discipline, you can’t close a sale,” she said.
Aguilos leads with empathy, always putting herself in her brokers’ shoes when making decisions. “If it doesn’t feel right with you personally, then don’t do it. That’s my guiding rule, and I hope everybody will follow it too. Our brokers are not just a part of the company—they’re the heartbeat.”
Looking ahead
As the second quarter gets underway, the bar is set high. But with a clear structure, a "people-first" culture, and a team fueled by recognition and respect, Santos Land is well-positioned to build on its momentum.
Because in real estate, the real foundation isn’t the concrete you pour—it’s the people who sell what you’ve built. PR