For Sales Training Purposes Only

FOR SALES TRAINING PURPOSES ONLY
Project Overview
• Project Type : Residential condominiums
• Product Type : Medium-rise development
• Unit Type : 2-BR, 3-BR, 3-BR Tandem
• No. of Buildings: 7 Mid-rise buildings
• No. of Units : 738
• Price Range : P2.26M – P5.25M
• RFO : August 2009 (Honolulu)

Location Map
Ohana Place
AL
AB
AN
G-
Z
AP
OT
SM SOUTHMALL E
RO
AD
TOYOTA ALABANG

Area Distances
• Business District
o Madrigal Business Park – 1.90 Km
o Filinvest Corporate City – 2.08 Km
o Makati CBD – 19.00 Km
• Commercial
o SM Southmall – 0.80 Km
o Alabang Town Center – 1.30 Km
o Westgate Center Alabang – 2.25 Km
o Festival Supermall – 2.80 Km
• Schools
o San Beda College – Alabang – 1.50 Km
o De La Salle Zobel – 2.22 Km
o Southridge – 3.61 Km
o Woodrose – 3.95 Km
o Univ. of Perpetual Help – 4.31 Km
o Southville Int’l School – 4.80 Km
• Hospitals
o Alabang Medical Clinic – 0.85 Km
o Asian Hospital – 3.86 Km
o Perpetual Help Hospital – 4.00 Km
o Las Piñas Doctors Hospital – 4.30 Km
MARKET STUDY /
COMPETITIVE LANDSCAPE

Background:
• Last January 2008, DMCI Homes Marketing Research conducted a

Competition Scan in Las Pinas among comparable residential projects
offered within Php 1M – 5M. These are mostly house and
lots/townhouses located in subdivisions/ pocket developments.
• In March 2008, Marketing Research conducted a Product and Concept

Test, dubbed as Project Lilo, to explore the market and thereby
provide insights and learnings for Project Development and Marketing
Management units for better planning, development and marketing of
the project.
Respondents included in the study where prospective buyers of
residential condominiums coming from the South of MMLa (Las Pinas,
Muntinlupa, Paranaque) as well as nearby cities – Cavite, Paranaque,
Manila.

HIGHLIGHTS OF THE RESIDENTIAL MARKET LANDSCAPE
1. Las Piñas residential market mostly made up of house and lot/townhouse product
types.
- offer big unit floor areas with 2-3 bedrooms, 2-3 T&B, maid’s rooms, service area,
bedrooms with built-in cabinets, grilled front gate and own carport area.
- lot and floor area configuration:
LOT AREA : 55.00 – 200.00 ++ SQ.M.
FLOOR AREA : 52.00 – 128 SQ.M.
2. Prices of house and lot units : Php 1.3 M to as high as Php 5 M
3. In terms of supply or inventory

- Slightly more than half of the inventory is within price category of Php 2M - 5M
(under upper-mid: 56% or 760 units of total supply)
- Projects within price category of Php 1.25 – 2 M (core-mid projects) comprised 44%
or 595 units of the total sample supply
Upper-mid projects are more attractive due to: presence of basic community
amenities and facilities such as clubhouse, swimming pool, parks and playground and an
entrance gate with 24-hour security; having highly themed residential architecture
(Mediterranean, Italian, California, etc.); and lastly, due to developer’s name, of which,
Villar’s Camella and Crown Asia are key players in the area.
Monthly amortization:
- Upper-mid products: Php 30,000 up to 70,000.00 per month
- Core mid-products: Php 20,000 to 35,000.00.
Miscellaneous fees or TCT transfer fees of some projects in Las Piñas are already
inclusive in the TCP as seen in, Camella, Crown Asia and Woodridge Properties
Projects.
4. The market of these projects are mostly coming from Las Piñas and Cavite while some
are from Manila and Makati. These buyers purchase in Las Piñas for the following
reasons:
- Price
- Nearness to place of work
- Nearness to Manila (Cavite residents)
5. Based on the competitive scan and focus group discussion among residents of Las
Piñas-Paranaque-Muntinlupa and nearby Cavite area, single-detached and townhouses
are in demand in Las Piñas due to the following attributes:
- The owner has an option to extend their property subject to the conditions of the contract
to the developer
- Buyers have an area (depending on the lot size) for gardening, lanai, gazebo, etc. within
their own property
- Option to convert property to a retail store, water-refilling station, etc.
- The owner has perpetual ownership of the property as evidenced by a land title
- Minimal association dues to be paid
On the other hand, negative comments include:

- has limited service, amenities, and facilities
- amenities offered are just basic; other developments have no amenities at all
- some properties are not gated, and have no security personnel
- limited financing schemes and payment options offered to buyers.

6. Considerations looked for in a residential place that need to be satisfied:

4.
- Location -- accessibility and travel convenience, secure and safe area as well as surroundings
- Unit- should have the right specification type and sizes; should also be within their affordable
budgets and payment schemes.
Major “dissatisfiers” that turn them off and feel short-changed in a residential
development about are cramped units, limited amenities or delayed delivery of amenities,
high association dues, low floor to ceiling clearance, and substandard quality of materials
and construction. In addition, with numerous negative feedback and personal
experiences about unmet promises by developers, prospective buyers have assumed a
cynical attitude toward attractive brochures and promotional materials to sell properties.

INFINITY
VICTOR TH
GREENLANE
ET HOMES
MERIDA
CASA
CALIFORNIA FONTERRA
PONTE
VERDE
BERKLEY
PLACE
TERESA PARK
HAMILTON
FOR SALES TRAINING PURPOSES ONLY HEIGHTS
LAS PINAS SECONDARY COMPETITORS – LAS PINAS CORE-MID
CORE MID 1.25 - 2 MILLION
GREENLANE ET HOMES INFINITY EXEC. HOMES BERKLEY PLACE
DEVELOPER VERAVILLE HOMES E.T. TOBIAS VILLA TANZA DEV'T PILAR DEV'T CORP.
NAGA ROAD, NAGA ROAD, PULANG LUPA, BF RESORT,

LOCATION
LAS PINAS LAS PINAS LAS PINAS LAS PINAS
LAND AREA 13 HAS. 4,000 SQ.M. 3,775 SQ.M. 6,000 SQ.M.
THEME / STYLE N/A N/A MEDITERRANEAN N/A
LAUNCH DATE JAN. 2004 NOV. 2007 NOV. 2007 SEPT. 2004
CONSTRUCTION
RFO ON-GOING DEV'T ON-GOING DEV'T RFO
STATUS
HOUSE TYPE TOWNHOUSE TOWNHOUSE TOWNHOUSE TOWNHOUSE
• Four (4) projects under core-mid price segment (1.25 – 2 M.) were identified as secondary
competitors in Las Pinas area.
• These competitor projects mostly offer pocket development townhouse units (except for Greenlane)
within BF Resort and along Naga Road with less than a hectare of land area.
• Developers of pocket developments are mostly those who buy small cuts of land within subdivisions
and sell them as individual housing units already. (i.e. E.T. Tobias and Villa Tanza Dev’t).
• Other developers however, are small players in real estate but are known in Las Pinas area
(i.e. Pilar Dev’t and Veraville)
• Projects that were launched in 2004 are all ready for occupancy while those launched in 2007 are
still under
FOR SALES development/construction.
TRAINING PURPOSES ONLY
LAS PINAS SECONDARY COMPETITORS – LAS PINAS UPPER-MID/HIGH-END
UPPER MID-HIGH END 2 MILLION AND UP

VICTOR HAMILTON CASA
FRONTERRA TERESA PARK MERIDA PONTE VERDE
TOWNHOMES HEIGHTS CALIFORNIA
CAMELLA BAY HORIZONS RIGHT MIGHT WOODRIDGE CAMELLA IMPERIAL
DEVELOPER BF CITI LAND
HOMES DEV'T CORP. PROPERTIES HOMES HOMES
BF RESORT, ROYAL SOUTH, PAMPLONA ROYAL SOUTH, BF RESORT, BF RESORT, BF RESORT,
LOCATION
LAS PINAS LAS PINAS LAS PINAS LAS PINAS LAS PINAS LAS PINAS LAS PINAS
LAND AREA 3 HAS. 6,000 SQ.M. 2,000 SQ.M. 4 HAS. 3.5 HAS. 1.3 HAS. 1.9 HAS.
THEME / STYLE ITALIAN N/A N/A N/A ITALIAN ITALIAN CALIFORIA
LAUNCH DATE OCT. 2007 DEC. 2006 NOV. 2007 JUNE 2006 DEC. 2005 DEC. 2005 JAN. 2006
CONSTRUCTION
ON-GOING DEV'T RFO ON-GOING DEV'T RFO RFO RFO RFO
STATUS
SINGLE S. ATTACHED & S. ATTACHED & SINGLE SINGLE
HOUSE TYPE TOWNHOUSE TOWNHOUSE
ATTACHED DUPLEX TOWNHOUSE ATTACHED ATTACHED
• Under upper-mid and high end price segments (2 M. and Up), seven (7) projects were identified
also as secondary competitors in Las Pinas area.
• These competitor projects in Las Pinas offer community type developments with various product
types (single attached and townhouse), and amenities that are mostly within BF Resort and Royal
South Subdivisions.
• Biggest player in the area under this price segment is Camella Homes (Villar Group), while small
developers that are also known in Las Pinas area are BF Citi Land, Woodridge Properties and Bay
Horizons Development.
FOR
• SALES TRAINING
Projects PURPOSES
were launched ONLY and are mostly ready for occupancy.
in 2005-2007
LAS PINAS SECONDARY COMPETITORS – CAVITE PROJECTS
CAVITE PROJECTS
SILVER CREST VILLA FELIZA HOMES 2 VITTORIA CARMEL RESIDENZA
DEVELOPER PRO-FRIENDS R.S. ENRIQUEZ CROWN ASIA CROWN ASIA CROWN ASIA
HABAY, BACOOR, HABAY, BACOOR, MOLINO, BACOOR, AGUINALDO HI-WAY, NIOG RD., BACOOR,
LOCATION
CAVITE CAVITE CAVITE BACOOR, CAVITE CAVITE
LAND AREA 5 HAS. 3,610 SQM. 5 HAS. 1.6 HAS. 8-9 HAS.
THEME / STYLE N/A N/A ITALIAN CALIFORIA ITALIAN
LAUNCH DATE NOV. 2007 JAN. 2006 JULY 2007 DEC. 2007 JAN. 2006
CONSTRUCTION
ON-GOING DEV'T RFO ON-GOING DEV'T ON-GOING DEV'T RFO
STATUS
HOUSE TYPE SINGLE ATTACHED TOWNHOUSE SINGLE DETACHED TOWNHOUSE SINGLE DETACHED
• Cavite projects that are very near Las Pinas area, located along Aguinaldo Hi-way and Bacoor are
mostly developments of Crown Asia.
• These projects are classified under upper-mid to high-end price segments.
• Projects offers community type of developments as well, with various product types and basic
community amenities..
• Similar in Las Pinas, the biggest player in the area is Crown Asia (Villar Group), which offers highly
themed communities and developments.
• Projects were launched in 2006-2007, which are all relatively new.
INVENTORY & SALES TAKE-UP – BY PRICE SEGMENTS
TOTAL UNITS REMAINING AVE. SALES
PRICE SEGMENT %
INVENTORY SOLD UNITS PER MONTH
CORE MID
595 323 54% 272 22 44%
(P1.25-2 M.)
UUPER-MID /
760 610 80% 150 65 56%
HIGH-END (P2M. & UP)
TOTAL 1,355 933 69% 422 87
LAS PINAS PROJ. 739 - 35% 739 - 64%
TOTAL W/ LAS PINAS 2,094 1,161
CAVITE PROJECTS 743 436 59% 307 62
SUM TOTAL 2,837 1,369 1,468
• Total supply of Las Pinas Project secondary competitors is 1,355 units, while Cavite projects totaled to 743 units.
• Core-mid projects comprised 44% of the total (595 units) while upper-mid/high-end projects cover 56% (760
units) of the total.
• As of year end 2007, actual demand based on sample projects in Las Pinas totaled to 933 units or 69% sales take-
up, while Cavite demand totaled to 436 units or 59% sales take-up.
• Demand for upper-mid/high-end projects (80%) are higher compared to core-mid projects (54%) in Las Pinas.
• Sales velocity of Las Pinas house and lot projects per month totaled to 87 units, while Cavite project totaled to 62
units.
• Las Pinas Project will comprise 35% of the total sample supply and 64% of the market share in 2008 and
onwards.

INVENTORY & SALES TAKE-UP
INFINITY BERKLEY • Core-mid projects sales take-
GREENLANE ET HOMES TOTAL up is 54% or a total of 22 units
EXEC. HOMES PLACE
per month.
TOTAL INVENTORY 461 42 40 52 595
• Average sales per month
UNITS SOLD 279 - 61% 16 - 38% 16 - 40% 12 - 23% 323 - 54%
based on its category is
REMAINING UNITS 182 26 24 40 272 6 units per project.
LAUNCH DATE JAN. 2004 NOV. 2007 NOV. 2007 SEPT. 2004
MONTHS SELLING 48 2 2 40
AVE. SALES PER MO. 6 8 8 0 22
UPPER MID-HIGH END 2 MILLION AND UP

VICTOR HAMILTON CASA
FRONTERRA TERESA PARK MERIDA PONTE VERDE TOTAL
TOWNHOMES HEIGHTS CALIFORNIA
TOTAL INVENTORY 154 63 12 194 198 64 75 760
UNITS SOLD 119 - 77% 24 - 38% 1 - 8% 170 - 88% 187 - 94% 40 - 63% 69 - 92% 610 - 80%
REMAINING UNITS 35 39 11 24 11 24 6 150
LAUNCH DATE OCT. 2007 DEC. 2006 NOV. 2007 JUNE 2006 DEC. 2005 DEC. 2005 JAN. 2006
MONTHS SELLING 3 13 2 19 25 25 25
AVE. SALES PER MO. 40 3 1 9 7 2 3 65
• Upper-mid/High-end projects sales take-up is 80% or a total of 65 units per month.

• Average sales per month based on its category is 9 units per project.
• Newly launched project of Camella (Fonterra) exhibits exceptionally high sales take-up of 40 units per month due to
developer mileage in the area, low pre-selling prices, good location in BF Resort and its themed community concept.

INVENTORY & SALES TAKE-UP – CAVITE PROJECTS
CAVITE PROJECTS
VILLA FELIZA
SILVER CREST VITTORIA CARMEL RESIDENZA TOTAL
HOMES 2
TOTAL INVENTORY 198 30 148 105 262 743
UNITS SOLD 25 - 13% 17 - 57% 138 - 93% 15 - 14% 241 - 92% 436 - 59%
REMAINING UNITS 173 13 10 90 21 307
LAUNCH DATE NOV. 2007 JAN. 2006 JULY 2007 DEC. 2007 JAN. 2006
MONTHS SELLING 2 24 6 1 24
AVE. SALES PER MO. 13 1 23 15 10 62
• Cavite projects sales take-up is 59% or a total of 62 units per month.

• Average sales per month in Cavite area is 12 units per project, which is higher compared to Las Pinas
Projects
• Crown Asia projects (Vittoria and Carmel) also exhibits high sales take-up followed by Silver Crest
Subdivision.

UNIT MIX INVENTORY & UNIT PRICE – LAS PINAS CORE-MID
GREENLANE ET HOMES INFINITY EXEC. HOMES BERKLEY PLACE
TOTAL INVENTORY 461 42 40 52

HOUSE TYPE TOWNHOUSE TOWNHOUSE TOWNHOUSE TOWNHOUSE
LOT AREA (SQ.M.) 43.75 - 101.00 50.00 52.00 - 90.00 62.50 - 87.50
FLR. AREA (SQ.M.) 54.00 67.00 104.66 77.00
TCP PHP 1.37 - 1.86 M. PHP 1.50 M. PHP 1.87 - 2.25 M. PHP 1.87 - 2.17 M.
CASH PRICE PHP 1.30 - 1.76 M. PHP 1.39 M. PHP 1.77 - 2.13 M. -
CASH DISCOUNT 5% 7% 5% 0%
3BR, 3T&B, W/ LOFT FOR
2BR, 2T&B, SERVICE AREA, 2BR, 1T&B, SERVICE AREA, 2BR, 2T&B, MAID'S RM.,
FUTURE EXPANSION,
UNIT SPECS 1 CAR GARAGE & GRILLED BALCONY, 1 CAR GARAGE SERVICE AREA & 1 CAR
BALCONY, 1 CAR GARAGE
FRONT GATE & GRILLED FRONT GATE GARAGE
& GRILLED FRONT GATE
STANDARD FINISH STANDARD FINISH STANDARD FINISH
STANDARD FINISH
* With built-in cabinets * With built-in cabinets * With built-in cabinets
TURNOVER FINISH * With built-in cabinets
* Ceramic Kitchen * Ceramic Kitchen * Ceramic Kitchen
* Granite Kitchen Countertop
Countertop w/ cabinets Countertop w/ cabinets Countertop w/ cabinets
• Townhouse project prices under core-mid segment ranges from PHP 1.37 to 2 Million.
• These units have a lot and floor area ranging from the following:
– LOT AREA : 43.75 – 90.00 SQ.M.
– FLOOR AREA : 54.00 – 105 SQ.M.
• Las Pinas offers townhouse units under this segment with 2-3 Bedrooms, 2-3 Toilet and Bath, service
area, balcony, grilled front gate and 1 carport.
• Unit Finishes are standard with ceramic tiles flooring, ceramic kitchen countertop with cabinets, tiled
toilet andTRAINING
FOR SALES bath, and PURPOSES
partition wallsONLY
and built-in cabinets in all bedrooms.
UNIT MIX INVENTORY & UNIT PRICE – LAS PINAS UPPER-MID/HIGH-END
UPPER-MID / HIGH-END 2 - 3 MILLION

VICTOR CASA
FRONTERRA TERESA PARK HAMILTON HEIGHTS MERIDA PONTE VERDE
TOWNHOMES CALIFORNIA
TOTAL
154 63 12 194 198 64 75
INVENTORY
SINGLE ATTACHED SINGLE ATTACHED SINGLE SINGLE
HOUSE TYPE SINGLE ATTACHED TOWNHOUSE TOWNHOUSE
& DUPLEX & TOWNHOUSE ATTACHED ATTACHED
LOT AREA 118.00 (SA)
77.00 208.00 55.00 - 96.00 104.00 188.00 - 222.00 75.00 - 115.00 156.00
(SQ.M.) 56.00 - 84.00 (DU)
FLR. AREA 109.00 (SA)
52.00 - 81.00 70.00 - 84.00 92.00 (SA) 63.00 (TH) 76.50 - 93.50 110.00 - 128.00 80.00
(SQ.M.) 64.00 - 70.00 (DU)
PHP 3.84 M. (SA) PHP 2.37 PHP 3.53 M. (SA) PHP 3.96 PHP 4.14
TCP PHP 1.91 - 4.99 M. PHP 3.86 M.
PHP 1.90 - 2.40 M. (DU) - 2.81 M. PHP 2.57 M. (TH) - 4.72 M. - 5.83 M.
PHP 3.57 M. (SA) PHP 2.25 PHP 3.28 M. (SA) PHP 3.56 PHP 3.73
CASH PRICE PHP 1.58 - 4.14 M. PHP 3.59 M.
PHP 1.76 - 2.23 M. (DU) - 2.66 M. PHP 2.39 M. (TH) - 4.25 M. - 5.25 M.
CASH DISC. 17% 7% 5% 7% 15% 10% 7%
SA 1 - 2BR, 1T&B, SA - 3BR, 2T&B, MAID'S SINGLE ATTACHED -
3BR, 2T&B,
SERVICE AREA, & 1 RM., SERVICE AREA, 3BR, 2T&B, SERVICE
MAID'S RM., 3BR, 3T&B,
CARPORT SA 2 - 3BR, BALCONY, 1 CARPORT & AREA, BALCONY & 2 3BR, 3T&B, 3BR, 2T&B,
SERVICE AREA, SERVICE AREA,
UNIT 2T&B, SERVICE AREA, GRILLED FRONT GATE CARPORT MAID'S RM., 1 SERVICE AREA,
BALCONY, 1 SOME UNITS W/
SPECS & 1 CARPORT DUPLEX - 3BR, 2T&B, TOWNHOUSE - 2BR, CARPORT BALCONY
CARPORT & ATTIC & 1
SA 3 - 3BR, 3T&B, SERVICE AREA, 2T&B, SERVICE & BALCONY & 1 CARPORT
GRILLED FRONT CARPORT
MAID'S RM., SERVICE BALCONY, 1 CARPORT & AREA, BALCONY & 1
GATE
AREA & 1 CARPORT GRILLED FRONT GATE CARPORT
STANDARD STANDARD
STANDARD FINISH STANDARD
FINISH FINISH
SEMI-STANDARD * With built-in cabinets, PREMIUM FINISH FINISH
TURNOVER * With built-in PREMIUM * With built-in
* Plain cement flooring Granite Kitchen * Customized * Ceramic
FINISH cabinets * Granite FINISH cabinets * Granite
(ground and 2nd floor) Countertop, Homogenous Finishes Kitchen
Kitchen Kitchen
Tiles Flooring Countertop
Countertop Countertop

UNIT MIX INVENTORY & UNIT PRICE
LAS PINAS UPPER-MID/HIGH-END

• House and lot project prices under upper-mid/high-end segment ranges from PHP 2 M. to as high as 5 M.
• These single attached and townhouse units have a lot and floor area ranging from the following:
– LOT AREA : 55.00 – 200.00 ++ SQ.M.
– FLOOR AREA : 52.00 – 128 SQ.M.
• These units offer 2-3 Bedrooms, 2-3 Toilet and Bath, maid’s room, service area, balcony, grilled front gate, 1 carport
and provisions for future expansion.
• Majority of unit finishes are standard with ceramic or homogenous tiles flooring, ceramic or granite kitchen countertop with
cabinets, tiled toilet and bath, and partition walls and built-in cabinets in all bedrooms.
• Meanwhile, Hamilton Heights and Ponte Verde offer premium unit finishes that are high quality and can be customized
according to the buyers’ color or style preference.
CAVITE
• Prices of house and lot project in Cavite ranges from PHP 2 M. to as high as 8 M.
• Single detached and townhouse units in Cavite offer bigger lot and floor area than in Las Pinas area --
– LOT AREA : 58.00 – 300.00 ++ SQ.M.
– FLOOR AREA : 60.00 – 207 SQ.M.
• These units offer 3-4 Bedrooms, 2-3 Toilet and Bath, maid’s room, service area, balcony, 1-2 carport and provisions
for future expansion.
• Unit finishes of Crown Area projects (Vittoria, Carmel and Residenza) are premium and high quality in terms of materials
and fixtures.

UNIT MIX INVENTORY & UNIT PRICE – CAVITE PROJECTS
CAVITE PROJECTS
VILLA FELIZA
SILVER CREST VITTORIA CARMEL RESIDENZA
HOMES 2
TOTAL INVENTORY 198 30 148 105 262
HOUSE TYPE SINGLE ATTACHED TOWNHOUSE SINGLE DETACHED TOWNHOUSE SINGLE DETACHED
LOT AREA (SQ.M.) 80.00 - 107.00 58.00 132.00 - 240.00 60.00 - 103.00 233.00 - 311.00
FLR. AREA (SQ.M.) 77.20 84.00 63.00 - 141.00 60.00 - 84.00 86.00 - 207.00
TOTAL CONTRACT
PHP 1.88 - 2.25 M. PHP 2.20 M. PHP 2.94 - 5.78 M. PHP 3.29 - 5.70 M PHP 4.12 - 8.58 M.
PRICE
CASH PRICE PHP 1.69 - 2.03 M. PHP 2.09 M. PHP 2.50 - 4.91 M. PHP 2.80 - 4.84 PHP 3.50 - 7.30 M.
CASH DISCOUNT 10% 5% 15% 15% 15%
SD 1 - 2BR, 2T&B, SD 1 - 3BR, 3T&B, MAID'S
TOWNHOUSE 1 - 2BR,
SERVICE AREA, & 1 RM., SERVICE AREA, & 1
2T&B, SERVICE AREA & 1
3BR, 2T&B, SERVICE 2BR, 2T&B, CARPORT CARPORT SD 2 - 4BR, 4T&B,
CARPORT
UNIT SPECS AREA, BALCONY SERVICE AREA SD 2 - 3BR, 3T&B, MAID'S RM. W/ OWN T&B,
TOWNHOUSE 2 - 4BR, 3T&B,
& 1 CARPORT & 1 CARPORT MAID'S RM., SERVICE TV AREA, STUDY AREA,
SERVICE AREA, BALCONY
AREA, BALCONY SERVICE AREA, BALCONY
& 2 CARPORT
& 1 CARPORT & 1 CARPORT
STANDARD FINISH STANDARD FINISH
TURNOVER * Ceramic Kitchen * Ceramic Kitchen
PREMIUM FINISH PREMIUM FINISH PREMIUM FINISH
FINISH Countertop w/ Countertop w/
cabinets cabinets

PAYMENT TERMS – LAS PINAS CORE-MID
PROJECT DOWN MONTHS MONTHLY

TERM RES. FEE BALANCE REMARKS/ OTHERS
NAME PAYMENT TO PAY AMORTIZATION
5% DISC. ON FULL DP
80% 10 YRS MISC. FEES : 2-3% OF TCP,
GREENLANE IN HOUSE 5,000.00 20% 10 PHP 21, 223 - 28,787
@ 20% INT. MOVE-IN FEE (P10-15 K.)
& ASSOC. DUES (P150/MO.)
20% 6 80% 5 YRS @ 21% INT MISC. FEES : 2% OF TCP,
ET HOMES IN HOUSE 20,000.00 PHP 26,458 - 32,464
20% 6 80% 10 YRS @ 24% INT MOVE-IN FEE & ASSOC. DUES
20% 12 80% 5 YRS @ 13% INT

INFINITY EXEC. MISC. FEES : 3% OF TCP,
IN HOUSE 10,000.00 20% 12 80% 10 YRS @ 15% INT PHP 23,023 - 40,955
HOMES MOVE-IN FEE & ASSOC. DUES
20% 12 80% 15 YRS @ 17% INT
70% 5 YRS @ 18% INT. 15% DISC. ON TCP IF THRU IN-
IN HOUSE 20,000.00 30% 6 PHP 29,740 - 43,816
70% 10 YRS @ 21% INT. HOUSE 25% IF THRU BANK
BERKLEY
MISC. FEES : 2-3% OF TCP,
PLACE
70% 5/10 YRS MOVE-IN FEE OF P37,270 &
BANK 20,000.00 30% 6 PHP 20,490 - 37,517
@ 11% INT. ASSOC. DUES OF P150/MO.
Under Core-Mid Projects --
• Cash discounts ranges from 5% to 7%.
• Low in-house interest rates are being offered by Infinity Exec. Homes at 13%, 15% and 17% for 5,
10 and 15 years term.
• Others offer high interest rates at 20% to 24% for in-house financing.

PAYMENT TERMS
85% 3 YRS @ 11.5% INT.

IN HOUSE 20,000.00 15% 12 10% DISC. ON FULL DP
85% 15 YRS @ 17% INT.
TCT TRANSFER COST
FRONTERRA 90% 5 YRS @ 11% INT. PHP 24,993 - 140,115 INCLUDED ALREADY IN TCP
MISC. FEES : MOVE-IN FEE &
BANK 20,000.00 10% 12 90% 10 YRS @ 15% INT.
ASSOC. DUES
90% 15 YRS @ 17% INT.
80% 5 YRS @ 16% INT. MISC. FEES : 2% OF TCP,
TERESA PARK IN HOUSE 20,000.00 20% 6 PHP 27,101 - 73,611 MOVE-IN FEE (P25K) & ASSOC.
80% 10 YRS @ 18% INT. DUES
VICTOR 70% 3 YRS @ 18% INT. MISC. FEES : 2-3% OF TCP,
IN HOUSE 30,000.00 30% 6 PHP 44,882 - 53,214
TOWNHOMES 70% 5 YRS @ 21% INT. MOVE-IN FEE & ASSOC. DUES
80% 5 YRS @ 19.5% INT. MISC. FEES : TCT TRANSFER

HAMILTON
IN HOUSE 20,000.00 20% 12 PHP 41,172 - 74,071 INCLUDED IN TCP, MOVE-IN
HEIGHTS 80% 10 YRS @ 21% INT. FEE (P22K) & ASSOC. DUES
85% 3 YRS @ 11.5% INT. 10% DISC. ON FULL DP
IN HOUSE 20,000.00 15% 12
85% 15 YRS @ 17% INT. TCT TRANSFER COST
INCLUDED ALREADY IN TCP
MERIDA 90% 5 YRS @ 11% INT. PHP 51,849 - 132,531
MISC. FEES : MOVE-IN FEE
BANK 30,000.00 10% 12 90% 10 YRS @ 15% INT. (P15-20K)& ASSOC. DUES
(P500 / MO.)
90% 15 YRS @ 17% INT.
10% 1 90% 15 YRS @ 15% INT. MISC. FEES : 2.7% OF TCP,
PONTE VERDE IN HOUSE 50,000.00 PHP 38,639 - 73,548 MOVE-IN FEE (P37-48K)&
20% 1 80% 15 YRS @ 14% INT. ASSOC. DUES
80% 5 YRS @ 14% INT. MISC. FEES : 2-3% OF TCP,
CASA
IN HOUSE 25,000.00 20% 12 PHP 51,788 - 71,936 MOVE-IN FEE (P10-15K)&
CALIFORNIA 80% 10 YRS @ 16% INT. ASSOC. DUES

• Low in-house are being offered by Camella Homes (Fronterra and Merida) at 17% interest rate for 15 yrs. term.
• Miscellaneous Fees (TCT Transfer) of Camella Projects and Hamilton Heights are already inclusive in its TCP.
PAYMENT TERMS

TCT TRANSFER COST

80% 5 YRS @ 18% INT.
SILVER CREST IN HOUSE 20,000.00 20% 12 PHP 30,086 - 45,876
80% 10 YRS @ 21% INT. ASSOC. DUES
80% 5 YRS @ 19% INT. MISC. FEES : 2% OF TCP,

VILLA FELIZA
IN HOUSE 25,000.00 20% 12 PHP 35,187 - 45,655 MOVE-IN FEE (P10-15K)&
HOMES 2
TCT TRANSFER COST

80% 5 YRS @ 10% INT.
VITTORIA IN HOUSE 20,000.00 20% 12 PHP 38,014 - 98,271
TCT TRANSFER COST
80% 5 YRS @ 10% INT.
CARMEL IN HOUSE 20,000.00 20% 12 PHP 42,558 - 96,902
TCT TRANSFER COST
80% 5 YRS @ 10% INT.
RESIDENZA IN HOUSE 20,000.00 20% 12 PHP 53,190 - 146,003
80% 10 YRS @ 15% INT. (20-30K) ASSOC. DUES
• Low in-house are being offered by Crown Asia (Vittoria, Carmel and Residenza) at 10% and 15% interest rate for 5
and 10 years term
• Miscellaneous Fees (TCT Transfer) of Crown Asia Projects are already inclusive in its Contract Price.
AMENITIES
MULTI - SHOP / ENTRANCE GATE /

BASKETBALL PARKS & LANDSCAPED
PROJECT NAME PURPOSE HALL / SWIMMING POOL COMMERCIAL GATED
COURT PLAYGROUND OPEN SPACES
CLUBHOUSE UNITS SUBDIVISION
GREENLANE * * * - COVERED * * *
ET HOMES *
INFINITY EXEC. HOMES * * *
BERKLEY PLACE *
FRONTERRA * * * * * * *
TERESA PARK *
VICTOR TOWNHOMES * *
HAMILTON HEIGHTS * * *
MERIDA * * * *
PONTE VERDE * * *
CASA CALIFORNIA * - PROVISION * *
SILVER CREST * * *
VILLA FELIZA HOMES 2 *
VITTORIA * * * * *
CARMEL * * * * * *
RESIDENZA * * * * *
• Las Pinas projects offer basic community amenities and facilities.
• Most, even pocket development types of projects are gated with 24-hours security.
• Camella and Crown Asia projects offer complete basic community amenities such as clubhouse,
swimming pool, parks and playground, basketball court, landscaped and gated subdivision.
• Some projects also offer shop houses or commercial units.

PRIMARY
TARGET MARKET

Primary Target Market:
Upgraders residing in Las Piñas
Demographics
Decision-makers, aged 30 – 45 years old, either
young families or full nesters, been living in Las
Piñas for a long time already, with children 2-3,
occupying middle to top management positions
in reputable firms. They could be entrepreneurs,
with a combined monthly household income
ranging from Php 100,000.00 - Php 200,000.00.
They may already have a primary house or are
still renting.

Upgraders
Psychographics
They are looking for an ideal home located in Las
Pinas, where they have been accustomed
already, that is easily accessible to everything
important to their family’s needs. They aim to
achieve a balance between work and home life,
hence, they would want to come home to a
secured community which affords them to relax
and unwind after a long day’s work, sharing
bonding moments and activities with their
children.

Upgraders
Emotional Need Benefit Activities & Experience Link to Product/
Amenity
Growing families Accessible to the Get home and have an early Strategic Location
looking for a place workplace and dinner with your wife & kids
that is accessible to school. Travel time
everything important & traffic are
to them minimized allowing
you & your family
to spend more
time on bonding
moments &
activities you love
The family’s need for No need to travel Allow kids to enjoy the Hawaiian-inspired
fun and enjoyment, to far away resorts amenities . amenities,
as well as hassle-free and recreational and Recreational
life areas as we have a Relax in the pool and have Facilities
resort- like fun having picnic with family
amenities and neighbors Property
complete with Management
essential facilities Tone and flex muscles in the Services
and property fitness gym or dance halls
management
services

Upgraders
Emotional Need Benefit Activities & Experience Link to Product/

Amenity
Working parents yearn OP offers a fully Your kids are safe and free to 24-hr security
for a secured & secured home have a stroll and play within
peaceful environment environment OP. Less worries for the busy Gated Entrance
for their family to live enveloped in a parents.
in Hawaiian-inspired Perimeter Fence
residential
development.

SECONDARY
TARGET MARKET

Secondary Target Market:
Early-Nesters
Demographics
Start-up young families or married couples
between late 20s to 40 years of age with 1-2
kids, from toddler to elementary level,
occupying from middle to top management
positions in reputable companies with a
combined monthly household income of P100,000
– P135,000. They are currently living in cities
near Las Piñas, namely: Parañaque, Muntinlupa,
Cavite and Laguna

Early-Nesters
Psychographics
They are currently on a look out for a home
which is close to their place of work, malls, and
schools in the South Metro Manila area. Since
they are still raising a young family and their
careers are a priority as well, they are looking for
a home that is moderately priced but at the same
time, they would like their community to be
secured, well-kept and organized to bring up
their children.

Early-Nesters
Emotional Need Benefit Activities & Link to Product/
Experience Amenity
Young couple starting Accessible to the Get home and have an Strategic Location
a family needs to find workplace. Travel time early dinner with your
work & family life & traffic are minimized wife & kids
balance to nurture allowing you & your
their budding family to spend more Spend some quality time
relationship time on bonding teaching your kids
moments & activities lessons/homework from
you love school
A family searching for A true value-for-money Go shopping every Affordability

a good home deal purchase that gives you month like you use to
that would allow a lot at a price that will without worrying where Flexible payment
them enjoy value- not empty your bank to get your next house terms
added features account. purchase payment.
(amenities, services,
facilities) not usually
found in their
subdivisions/
residences.

PROJECT NAME
&
LOGO

PROJECT NAME
OHANA PLACE
¾ Part of Hawaiian culture, “ohana” means family in an
extended sense of the term including blood-related,
adoptive or intentional.
¾ The term emphasizes that family and friends are bound
together and members must cooperate and remember one
another.
¾ The root word “oha” refers to the root or corm of the kalo,
or taro plant – a staple food in Hawaii.
¾ In contemporary Hawaiian life, an “ohana unit” is a part of
a house or a separate structure on the same lot that may
contain a relative but which may not be rented to the
general public.

CONCEPT ANALOGY
HAWAII
OHANA PLACE
The shape of Ohana Place imitates the configuration of the Hawaiian islands

BUILDING NAMES
¾ Taken from key places and destinations in Hawaii
• Honolulu
• Maui
• Lanai
• Hanalei
• Kauai
• Lanikai
• Anahola

LOGO
• The logo, in vertical orientation, consists of 3 main elements, namely: text,

a graphical icon and color.
• The text is simple yet regal. The typeface used in “OHANA” lend a uniquely
Hawaiian-tropical flavor to the text rendering.
• The gumamela flower, used as the logo icon, is closely identified with the
island of Hawaii, being the island’s national flower. It is a commonly used
symbol of the famous Hawaiian hospitality and spirit. It is also closely
associated with recreation and leisure, two values that living in Ohana Place
stresses.
• The font is in dark blue shade while the icon is in chrome yellow color - two
colors that are highly complementary and were chosen for their easy
visibility and cheerful tone.
PANTONE GUIDE

VALUE
PROPOSITION

VALUE PROPOSITION
What : The only Hawaiian–inspired mid-rise
residential community in Las Piñas
Where : That offers a true Hawaiian resort ambiance
How : For the underserved families with modest
income
Who : Aspiring to live in a secured and harmonious
themed-resort community
Why : Closest to central business district in the
south of Metro Manila
When : in increasing compromises due to daily stress

Uniquely Hawaiian-inspired
residential development
The project offers a distinct
Hawaiian-resort ambience
right from the entrance gate
to building facades, and the
central amenity area, which
consists of a curvilinear
swimming pool, an island bar
with coconut trees and huts,
and water slides and cascades
---- all aimed towards giving
its residents a resort lifestyle
of total fun and relaxation.
Great location
The project is strategically
located along Alabang-
Zapote road and is a short-
drive away from SM
Southmall. It is also close
to the city’s main
commercial and retail
establishments, finest
schools, modern hospitals,
public transports and very
accessible via major
thoroughfares.
Fosters Secured and
Harmonious Community
It is a gated and secured

community development
and has exclusive facilities
and amenities for
comfortable living, and
which also encourage
neighbors to interact and
blend harmoniously.

Offers essential property
management services
A professional property
management team will ensure
the upkeep and maintenance
of the whole development
even after it has long been
sold out. Aside from handling
maintenance of facilities, the
team will also organize
community activities that
encourage the neighborhood
to bond and live harmoniously,
enhancing the community’s
living environment.
CONCEPT
STATEMENTS

Campaign Message
Ohana Place, inspired by
Modern Polynesian theme,
offers relaxed living by
bringing together wide
open landscape with lush
tropical greenery, resort-
like amenities with the
convenience of professional
property management
service in one secured
community. Here, elements
unify to provide you the
feel and spirit of Hawaiian
living within the comforts
of your home.
Imagery

Print Ad
Concept

Print Ad
Copy

PROJECT IN FOCUS

PROJECT IN FOCUS
Site Development Plan
Kauai Lanikai
Anahola
Lanai
Maui
Honolulu
Hanalei

PROJECT IN FOCUS
Architectural Theme
• Modern Polynesian
• Distinct façade details
• Roof:
– Modern roof material in the form of asphalt shingles that
imitate the look and color of traditional thatched roof
– Projecting elements i.e. wood beams in the middle
– Steep peak-roof style, large overhangs
• Simple lines, white stucco walls, light colored accents
of wood and stone

PROJECT IN FOCUS
Landscaping
• Colorful tropical plants such as gumamela and palm
which are abundant in Hawaii

PROJECT IN FOCUS
Development Features
• Grand entrance, with proximity
card access
• Electric perimeter fence
• Overhead water tank and cistern
• Garbage collection facilities
• Back-up generator for the
Clubhouse
• WI-FI connectivity at the
Clubhouse

PROJECT IN FOCUS
Building Features
• Resort-themed receiving area at the upper ground floor
• Single-loaded, inside corridor design
• Landscaped atrium at the upper ground floor
• Covered parking at lower ground floor
• Service area at roof deck with provisions for individually metered
water and electricity
• Elevators in all buildings
• Fire alarm and fire hose cabinets at corridors
• Fire exits at both wings
• Individual mailboxes
• Balcony in all units

PROJECT IN FOCUS
Unit Features
• Provision for individually metered electricity and water
• Provision for Cable TV connection
• Provision for Telephone connection
• Provision for A/C for Master’s Bedroom and Bedroom 2
• Provision for washer connection
• Kitchen cabinets with provision for stand-alone range
and single-bowl sink
• Kitchen exhaust fan for inner units / Provision for
rangehood for end-units
• Insect screens for windows except awning window
• T&B exhaust system
• Smoke detectors

PROJECT IN FOCUS
Building Floor Plan – Upper Ground
Elevator Stairs
Facing Amenities
HONOLULU
42.00 sqm
49.50 sqm
51.00 sqm
60.00 sqm
66.00sqm
** only 20 units / floor 84.00 sqm
PROJECT IN FOCUS
Building Floor Plan – 2nd to 5th Floor
Elevator Stairs
Facing Amenities
HONOLULU
42.00 sqm
49.50 sqm
66.00sqm
84.00 sqm
** only 21 units / floor
PROJECT IN FOCUS
Unit Mix
BLDG 42.00 49.50 51.00 60.00 66.00 84.00* TOTAL
2BR 2BR 2BR 2BR 3BR 3BR
(A) Hanalei 45 47 1 1 20 5 124
(B) Lanai 40 47 1 1 20 5 119
(C) Kauai 35 42 1 1 20 5 109
(D) Lanikai 35 42 1 1 20 5 109
(E) Anahola 20 27 1 1 20 5 79
(F) Maui 25 32 1 1 20 5 89
(G) Honolulu 35 42 1 1 20 5 109
TOTAL 235 279 7 7 140 35 738
% 32% 38% 1% 1% 19% 9%
* Tandem unit = Two (2) 42.00 sqm units

PROJECT IN FOCUS
Unit Floor Plan – 42.00 SQ.M.
FOR SALES TRAINING PURPOSES ONLY Facing Amenities

PROJECT IN FOCUS

PROJECT IN FOCUS

PROJECT IN FOCUS
Prime 2-BR unit, only 1 per building,

located
FOR SALESat TRAINING
UG PURPOSES ONLY Facing Amenities
PROJECT IN FOCUS

PROJECT IN FOCUS

PROJECT IN FOCUS
Unit Finishes
TURNOVER FINISHES
A. FLOOR FINISHES
Living / Dining / Kitchen / Low-maintenance resilient flooring with
Bedrooms baseboard
Toilet & Bath 20x20cm Ceramic tiles
Balcony 30x30cm Ceramic tiles with pebble wash-out
B. WALL FINISHES
Interior Walls Painted finish
Toilet & Bath Painted plain cement finish above tile
C. CEILING FINISHES
Living / Dining / Kitchen /
Painted plain cement finish
Bedrooms
Toilet & Bath Painted ficemboard finish
Granite finish countertop with complete
D. KITCHEN AREA
cabinet system

PROJECT IN FOCUS
Unit Finishes
TURNOVER FINISHES
E. DOORS
Entrance Door Wooden panel door on metal jamb
Bedroom Door Wooden door on metal jamb
Toilet & Bath Door Wooden door with louver on metal jamb
Analok finish aluminum sliding door with
Balcony Door
insect screen
OTHER UNIT DETAILS

– Approximate ceiling heights
• 2.5m in bedroom / living areas
• 2.4m in T&Bs
– Aluminum sliding windows with insect screen

PROJECT IN FOCUS
Outdoor Amenities
• Adult Lap Pool • Luau Pavilion

• Kiddie Pool • Cabanas with Grill Pits
• Mound with Slide • Children’s Playground
and Cascade • Open Park
• Pool Deck
• Multi-purpose Court
PROJECT IN FOCUS
The Clubhouse
• Lounge Area / Open Function Hall • Veranda Overlooking Pool Area

• Air-conditioned Function Rooms • Convenience Store
• Fitness Gym w/ Dance Area • Laundry Pick-up Station
• Recreation Hall • Water Station
• Entertainment Room
PROJECT IN FOCUS
The Clubhouse: Lower Ground Floor
• Laundry Pick-up
Station
• Water Station
• Convenience Store
• Recreation Hall

PROJECT IN FOCUS
The Clubhouse: Upper Ground Floor
• Main Function Hall

• Fitness Gym with
Dance Studio
Facing Pool

PROJECT IN FOCUS
The Clubhouse: 2nd Floor
• Function Rooms
• Veranda Overlooking
the Pool Area
• Entertainment Room
Facing Pool

PROJECT IN FOCUS
PMO Services
• 24-hour security, with roving
personnel
• General maintenance of common
areas
• Move-in assistance
• Utilities application and payment
assistance
• Realty tax payment assistance
• Leasing program
• Car wash service*
• Newspaper delivery*
• Taxi call-in service
• Organizing of community events
*Service available for a fee

PROJECT IN FOCUS
Pricing
Unit Type Price Range
2-BR
42 sqm Php 2.26M – 2.60M
49.5 sqm Php 2.92M – 3.12M
51 sqm Php 3.06M
60 sqm Php 3.55M
3-BR (66 sqm) Php 3.85M – 4.32M
3-BR Tandem (84 sqm) Php 4.62M – 5.25M
* Honolulu Building Covered Parking Php 380,000

PROJECT IN FOCUS
Payment Terms & Other Selling Details
• Reservation Fee Php 20,000

• Minimum Downpayment 20%
• Standard in-house payment terms will apply, but again,
minimum DP is now 20%.
– 10% discount in cash payment
– 5% discount on 40-60 payment terms
• No bank financing yet.

• Separate CTS for unit and service area.

PROJECT IN FOCUS
Sample Computation
20-80 Payment Scheme 2BR (42 sqm.) 2BR (49.5 sqm.) 3BR (66 sqm.)
List Price 2,256,000.00 2,917,000.00 3,845,000.00
Discount 3% 3% 3%
Total Contract Price 2,188,320.00 2,829,490.00 3,729,650.00
Downpayment 20% 437,664.00 565,898.00 745,930.00
Reservation Fee 20,000.00 20,000.00 20,000.00
Net DP 417,664.00 545,898.00 725,930.00
Per Month Until RFO (13 months) 32,128.00 41,992.15 55,840.77
If In House 5 years
80% Balance 1,750,656.00 2,263,592.00 2,983,720.00
Factor Rate 2.275307% 2.275307% 2.275307%
Monthly Amortization 39,832.80 51,503.67 67,888.80
If In House 10 years
80% Balance 1,750,656.00 2,263,592.00 2,983,720.00
Factor Rate 1.737977% 1.737977% 1.737977%
Monthly Amortization 30,425.99 39,340.70 51,856.35
If Bank Financing
80% Balance 1,750,656.00 2,263,592.00 2,983,720.00
Indicative**
Monthly Amortization
Interest
9% (120 months) 22,176.57 28,674.23 37,796.50
9% (160 months) 18,825.50 24,341.30 32,085.12
Note: Prices are subject to change without prior notice. Unit areas may change based on the final
construction drawings. Bank financing computations are for reference only, for future use.

PROJECT IN FOCUS
Construction Milestones
• Model Unit
– 1st week of Sept.
• Honolulu Bldg.
– RFO in August 2009
• Completion of
Guardhouse
– October 2008
• Completion of Amenities
– August 2009

PROJECT IN FOCUS
Sales Office & Model Unit
Honolulu
49.50 sqm

PROJECT IN FOCUS
Marketing Materials Timings
o Leaflet : 26 Jun 08
o Flyer : 22 Aug 08
o Brochure : 23 Jul 08
o AVP : 23 Jul 08
o Scale Model : 23 Jul 08
o Site Board-ups : 26 Aug 08
o Directional Signage : 26 Aug 08
o Grand Open House : 31 Aug 08

PROJECT IN FOCUS
Sales Target
CHANNEL JUL AUG SEP OCT NOV TOTAL
Division 1 7 7 6 6 6 32
Division 2 7 7 6 6 6 32
Division 3 7 7 6 6 6 32
E-Broker 5 5 5 6 6 27
International 5 5 5 6 6 27
TOTAL 31 31 28 30 30 150

END OF PRESENTATION

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