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Robinsons Home eyes P1.5-B sales

Posted on June 23, 2015 09:56:00 PM [ BusinessWorld Online ]

ROBINSONS Homes said it will likely hit P1.5 billion in sales this year, replicating the previous year’s feat.

That amount meant an annual sales of 1,500 housing lots.

“We will still be launching new projects this year. We’re doing pretty much okay. We are on track,” Robinsons Homes General Manager Corazon L. Ang Ley told a media briefing yesterday at the Crowne Plaza Manila Galleria in Ortigas district.

Robinsons Homes is one of the four brands under the residential division of listed developer Robinsons Land Corp., with the rest being Luxuria, Residences, and Communities. It offers lots in master-planned, gated subdivisions with option for house construction.

Robinsons Homes Assistant Manager Ian Emerson S. Lee said the unit contributed P1.5 billion in sales last year, with projects in Visayas and Mindanao still the major growth drivers.

“And as you’ve noticed, some of the developers are really expanding there. We already have a foothold there, so those areas are the major contributors,” he said yesterday.

Robinsons Homes, which is in charge of the company’s horizontal developments, introduced three new sub-brands last February to cater to different markets.

The most upscale is Bloomfields, with lot sizes from 320 square meters (sq.m.), priced at P8,000 per sq.m, plus options for housing for less than P10 million. The mid-priced Brighton has lots starting at 180 sq.m. with a price tag of P6,000 per sq.m. The Springdale brand, on the other hand, offers 120-sq.m. lots at P4,000 per sq.m., while house and lot packages carry a price tag of below P2 million.

“The one with the strongest demand is still Brighton. In terms of market segmentation, it’s still the mid,” Ms. Ang Ley said.

The company will build model units this year in General Santos and Bulacan, and plans similar projects in Palawan and Bacolod. Turnover is scheduled one to two years after construction.

Robinsons Homes has so far built 32 subdivisions nationwide, serving more than 25,000 families. -- Daphne J. Magturo

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