In the face of change, Century Properties pushes forward with innovation and adaptability

True to its values of working with purpose and striving for innovation, Century Properties Group (CPG) rose above the hurdles of the coronavirus pandemic by quickly addressing the roadblocks set by the times. From ensuring the safety of its employees and workers, to further boosting its digital efforts to keep homeowners informed, the company continued to be of service—delivering on its commitment of building life-enhancing properties and helping clients own a home.


When the country was put under strict quarantine measures, the company made sure that its frontliners are ready to serve while also keeping them safe. CPG’s service champions in all its communities and establishments at Century City Mall and Centuria Medical Makati—from the concierge and security staff, to the engineering, property management officers, and housekeeping teams—continued to report to duty despite the trying times, making certain that each property is running smoothly. The frontliners were also housed nearby so they can go to work without worrying about transportation.

A convenient digital homebuying experience

Recognizing the need to meet clients on another platform, the company amped up its digital efforts, letting clients know they can still find the home of their dreams in these times. Taking safety into consideration, CPG enhanced its websites to include virtual tours, allowing potential homeowners to view the properties without having to go to the location.

CPG’s Client Credit Assistance Program guides clients on the requirements for a home loan in any of its accredited banks. It also developed CORA, the Customer Online Records Assistant, where homeowners can receive updates about their Century home, track receipts and documents, and pay for monthly amortizations via credit card.

Business as usual

Despite the challenges, Century Properties soldiered on and pushed through with its business expansion plans. Aside from growing its commercial leasing business and affordable housing portfolio, it also maintained the healthy sales of its in-city vertical developments.

From CPG’s relief mission in Rodriguez, Rizal after Typhoon Ulysses

The company posted P1.6 billion in reservation sales for the first half of 2020 which is equivalent to 1,925 homes or 651 units under its in-city vertical developments business and 1,274 house and lot units under PHirst Park Homes.

PHirst Park Homes, the company’s affordable housing brand, launched its sixth and seventh horizontal community this year—in Nasugbu, Batangas and in Magalang, Pampanga, respectively. PHirst Park Homes has maintained its sales momentum, posting reservation sales worth P3.120 billion from its first six projects in Cavite, Laguna, Bulacan, and Batangas for the first six months of 2020. Meanwhile, for commercial leasing, CPG acquired the 40 percent stake of joint venture partner Mitsubishi Corp.’s subsidiary in the PEZA-accredited Century Diamond Tower in Makati City.

Health and safety first

With the health of its employees, on-site personnel and construction workers as one of its priorities, the company extended assistance by providing additional resources, setting up flexible work arrangements, and conducting regular testing. Before resuming construction in its project sites, workers and employees underwent testing and protocols were put in place to avoid the spread of the virus.

CPG adopts a three-level testing protocol for all its employees and workers.

One with the nation

The company practiced good corporate citizenship by extending help where needed. CPG contributed to convert the Philippine Sports Stadium in Bulacan into a COVID-19 mega testing facility that has a minimum testing capacity of 1, 500 per day. It also helped expedite the purchase of up to three million vaccines with more than 30 other companies through a partnership with the government and AstraZeneca.

In the spirit of bayanihan, the company also started relief missions to help those affected by recent calamities. After a successful community-wide donation drive that reached those who were affected by the Taal Volcano eruption, the company did the same to aid those displaced by Typhoon Ulysses.

A better year ahead

As we prepare for 2021, Century Properties is ready to take on the year with optimism, guided by the three core principles of Innovation, Resilience and Growth, and Sustainability. The company will continue to re-align its strategies to meet the changing consumer needs and be of better service to its customers.