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Vista Land in ‘aggressive expansion’

[ Malaya.com.ph ] April 25, 2011
Vista Land and Lifescapes Inc. over the weekend said it is "aggressively expanding" its low-cost development arm Lessandra under unit Camella, launching projects worth P12 billion nationwide this year.
Benjamarie Serrano, Vista Land president, said Lessandra had sold houses worth a total of P40 billion from 2007 to 2010.
"Vista Land envisions that there will be a Lessandra presence in most Camella communities throughout the country," the company said.
Lessandra was initially developed in 2007 as a Camella townhome series focusing on the affordable low-cost housing segment.
While Camella serves the higher P1.2 million to P4 million per unit bracket, Lessandra caters to families looking to own a house in the P500,000 to P1.2 million segment, which qualifies for tax perks from the Board of Investments.
"However, like Camella, Lessandra is intended to embody practical and modern living standards. Its aim is to provide friendly and accessible home environments for start-up families," Vista Land said.
Lessandra has presence in 18 key cities nationwide where it has launched 37 projects, erecting more than 10,000 housing units developed on a total of 150 hectares of land.
Serrano said Vista Land continues to be bullish about the prospects of Lessandra because it has gained strong market acceptance and its growing patronage has helped it to carve out its own niche where it is now the acknowledged market leader.
"Vista Land was the first to recognize the strong need for more home units in this segment and has been serving this market even when other property developers were focused on the middle to high-end markets," Serrano said.
She added that this segment continues to account for the biggest share of the housing backlog in the country and Vista Land remains committed to serving it by providing affordable, quality units.
Serrano said Lessandra has the advantage of experience from Camella’s long years of serving this particular market segment.
She said Lessandra has become Camella’s bestseller just four years after the former started by offering two-story, two-bedroom value-priced townhomes that used quality construction materials and were designed with efficiencies of space planning.
Lessandra communities now offer more choices such as single detached Rina and Marga model homes while maintaining the popular townhomes series Reana, Margarita and Sandra.
Lessandra is present in Camella’s cluster communities in Daang Hari, Imus and Bacoor in Cavite; Caloocan; Antipolo; Baliwag and Bulakan in Bulacan; Mexico and Apalit in Pampanga; Tarlac, Sta. Barbara, Pangasinan, Isabela and Tuguegarao in the north; Lipa and Sto. Tomas in Batangas, Naga, Camarines Sur; and Cebu, Iloilo, Bacolod, Davao and Cagayan de Oro in the south.
Serrano said Lessandra’s simplified and straightforward payment scheme also complements the convenience and expediency inherent in the company.
"The affordability of Lessandra remains unmatched. The low monthly amortization is the key to Lessandra’s affordability," she said.
She said a Lessandra home-and-lot package requires only a minimum deposit with flexible loan and financing packages available to suit every homebuyers’ budget.
"Lessandra is Vista Land’s most practical solution to owning a home today. It is the company’s most practical solution to the country’s urgent need to provide quality, low-cost housing to thousands of Filipino families dreaming of owning a home they can call their own," Serrano said.
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