Profriends President Kathleen Choa shares a purpose-driven vision at the 2025 SHDA National Developers Convention
At this year’s SHDA–DHSUD National Developers Convention, Property Company of Friends, Inc. (Profriends) President Ms. Kathleen Choa took the stage as one of the keynote speakers at the convention’s ReCalibrate session, where she delivered a resonant message titled “Finding the Heart in Community Building.” Her insights reflected Profriends’ deeply held belief that real estate goes beyond infrastructure—it is about shaping environments where families can truly belong, grow, and thrive together.
“Finding purpose means making people’s lives better,” Choa shared during her address. “When we do the right thing, things will fall into place.” Her talk emphasized that the heart of real estate lies not in transactions, but in relationships, care, and long-term transformation. She further described community building as an evolving journey, rooted in a clear framework of values and execution.
Drawing from Profriends’ own Community Maturity Framework, Choa outlined how communities mature similarly to people—from early formation to growth and stability—requiring deliberate steps in leadership development, stakeholder partnerships, customer care, and social media-led engagement. She urged industry peers to build not only in scale, but with soul. “Leverage your strengths. Create your team, your culture,” she told the audience—a clear call for developers to think beyond structures and build with intent.
Westwind: Profriends’ vision in motion
This philosophy is deeply evident in one of Profriends’ latest milestones—the topping-off of Westwind, a low-rise mixed-use vertical community within Lancaster New City, Cavite. More than a construction progress marker, the ceremony signaled a stronger movement toward purposeful township living.
“Westwind is not just about building structures; it’s about building communities,” Choa said during the event—a powerful reflection of the same message she echoed at SHDA.
Designed for Filipino families seeking a complete lifestyle ecosystem, Westwind allows residents to live, learn, move, work, play, and pray within one master-planned environment. With over 500 units across its initial buildings and lifestyle-driven features such as jogging paths, outdoor workspaces, pocket gardens, and sustainability-oriented infrastructure, the development reinforces Profriends’ mission to create communities that grow with people—not just around them.
As Cavite continues to transform into one of the country’s most dynamic residential hubs, Profriends stands firm in its purpose: to build communities with heart, where every Filipino family can live with dignity, connection, and possibility.
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