PROPERTY REPORT: What are your plans for Ovialand and how do you compete in a competitive market?
PAMMY OLIVARES-VITAL: Ovialand is working toward becoming a mass housing developer offering premium, affordable products to the discerning Filipino homebuyer.
In the next five years, we aim to establish our presence in at least two new areas outside Southern Luzon. This brings our unique premium affordable house and lot units to more Filipino families who aspire to own their dream homes.
One of our initiatives for 2022 is to launch the Ovialand app, which will allow our clients to track their home purchase progress. They will be able to check the status of their units by viewing pictures of their house, download copies of their receipts, and upload documents and requirements needed for their housing loan application.
The app will also allow clients to openly communicate with our Customer Service team to ensure that their questions and concerns are properly received and addressed at the soonest possible time.
We put a lot of energy on customer service because we understand the complexities of buying real estate. Ninety-five percent of our clients are investing in real estate for the first time, which is a huge responsibility from both the client’s side and the developer’s side. We must have open communication channels at all times to prevent disappointments and frustrations – feelings which we do not want our clients to experience during this momentous milestone in their lives.
When the idea of integrating technology to our organization was brought up, our number one priority revolved around making it better for our clients because they are at the center of our organization.
Property Report: How do you ensure Ovialand’s recovery?
POV: We are humbled to share that we are continuously growing despite the pandemic. In 2020, we posted a 35 percent growth and we expect 2021 to end with at least an 85 percent growth. The demand for house and lot units continues to grow because we are able to build our homes quickly and offer low down payment options, allowing our clients to move into their homes despite the pandemic.
We are also deeply grateful for our partnership with PAG-IBIG Fund, as they did not wince when it came to the question of continuing to process housing loan applications. What they did was to install more safeguards before approving loan applications to minimize the possibility of defaults or cancellations. We were very supportive of this move as we need to make sure that the Fund remains stable and strong.
Behind our growth was a lot of adjustments and improvements as an organization. Because of the pandemic, we learned how to work better as a team by doing away with redundant processes and bureaucratic controls that were not adding value to the organization. This is one major lesson that I wish to bring to our organization beyond the pandemic – to keep things clear, simple, and direct to the point.
This is easier said than done, and it takes a lot of effort to develop and maintain a team that can embody these traits. These are the traits that I wish to bring with us post pandemic – traits which I believe will prepare the company for the growth that is upon us.
PROPERTY REPORT: What do you think are your advantages as a woman CEO?
POV: When I was younger, I used to discredit instinct. I thought that it was better to remain logical when it comes to matters of business. However, over time, I have realized that we cannot rely on logic and facts alone. During the most difficult times in business, I learned how to listen to my gut and instinct – and during those times was when I was able to avoid disaster and at the same time maximize opportunity. On that point, any CEO, woman or man, I believe, can lead better once you are able to gather enough experience that will help you rely on your mind, heart and gut!
