SHDA, DHSUD host the 30th National Developers Convention to build momentum for long-term national housing solutions

In observance of National Shelter Month, by virtue of Proclamation No. 662 signed in 1995, the Subdivision and Housing Developers Association (SHDA) Inc., in partnership with the Department of Human Settlements and Urban Development (DHSUD), staged the 30th National Developers Convention to lead off the Marcos Administration’s new national housing and urban development plan.

This year’s theme, “Change-Proofing the Industry: Building Homes for the Filipino, Today and Tomorrow,” articulates the housing sector’s shared goal of providing sustainable housing communities.

The two-day event brought innovators, financers, real estate developers, top government officials, and other real estate industry stakeholders to beef up engagement and support for President Ferdinand Marcos Jr.’s priority housing program for the Filipino people.

(From left) SHDA Auditor, Rene A. Ledesma Jr.; SHDA Chapter President for Northern Mindanao, Vivian Vestil; SHDA Corporate Secretary, Atty. Marianne Reyna Cruz; SHDA Asst. Corporate Secretary, Gena Valerie Chua; DHSUD, Director for Public Assistance Service, Mario Mallari; DHSUD, Director for Environmental, Land Use and Urban Planning and Development Bureau, EnP Mylene Rivera, MNSA, CESO III; USEC Samuel “Sammy” Young; SHDA Chairman of the Board, George Siy; DHSUD Secretary Jose Rizalino “Jerry” Acuzar; SHDA National President, May Rodriguez; DHSUD USec, Roberto Juanchito Dispo; DHSUD USec, Henry Yap; DHSUD Assistant Secretary for Support Services, DHSUD USec Atty. Avelino Tolentino III; Assistant Secretary for Support Services; SHDA Governor Clarissa De Joya; SHDA Chief Marketing Officer, Steven Tambunting

It was graced by DHSUD Secretary Jose Rizalino Acuzar, who presented the housing industry’s current situation in light of today’s struggles. According to him, the aggressive efforts of SHDA in encouraging private sectors to actively participate in shaping the future of the housing sector have been strategic to ensure the entire industry can cope faster with emerging challenges brought by the pandemic and global economic crisis.

“As the country’s largest association for housing and development, the SHDA takes the lead in this movement, mainly focusing on uniting every key movers and shakers of the real estate industry to rally for a noble cause—providing a roof over the head of every hardworking Filipino,” said SHDA President May P. Rodriguez, expressing full support for the program.

‘Pambansang Pabahay Para Sa Pilipino Program’

The convention served as the national introduction of the ‘Pambansang Pabahay Para sa Pilipino Program,’ a brainchild of President Ferdinand Marcos Jr. that seeks to address the aspiration of every Filipino to have a house of their own—currently a distant dream, especially with 23.7 percent of Filipinos living in poverty.

The program aims to build 1 million housing units per year, in line with the Marcos administration’s goal of wiping out the Philippines’ housing backlog by providing a safe, decent, and sustainable shelter to 6.5 million families in six years. The program also aims to address the two major bottlenecks: affordability and access to funds.

Mechanisms for synergy and cooperation between the national government, local government units (LGUs), government financial institutions (GFI) and private banks, private shelter agencies, and the communities and beneficiaries were laid out for the proper implementation of the new regional development and urban planning project.

During his keynote address, Acuzar said the positive participation of eight regional chapters and more than 350 real estate developers under the hood of SHDA would be critical in achieving sustainable housing developments across major cities and provinces in the country.

“The past several decades have witnessed the commitment of SHDA and its growing number of members in upgrading the living conditions of our fellow Filipinos. We are extremely grateful to partner with SHDA and especially with the private developers whose contribution to the housing production in our country is truly indispensable,” Acuzar noted.

Acuzar likewise enjoined other partners in LGUs, the private sector, and concerned government institutions present at the convention to help the DHSUD in fulfilling the administration’s priority housing program.

‘Retained housing priorities, fresh real estate perspectives’

Amid global challenges and the new administration’s emphasis on housing and urban development, the National Developers Convention 2022 centered around building strong connections among SHDA members and other participants to refocus housing priorities and spark a new approach to a sustainable and vibrant housing industry.

(From left) SHDA Second Vice President, Atty. Joy Manaog; Chairman, Urban Planning, Housing and Resettlement, Sen. Joseph Victor “JV” Ejercito; SHDA Board Adviser, Raphael Felix

Chairman of the Senate Committee on Urban Planning, Housing and Resettlement, Sen. Joseph Victor “JV” Ejercito expressed their gratitude to SHDA for its unwavering support to the past and current administration, following their discussion on the legislative initiatives on housing and urban development.

Other vital messages and plenary discussions revolve around urban planning and development initiatives, sustainable financing for housing, regional development and LGU processes, tech innovations, incentives and smart subdivisions, public utilities in housing development, and public housing and subsidies.

The 7th Housing Expo was participated by various financial institutions, amongst are Pag-IBIG Fund. In photo: Pag- IBIG Fund SVP-Business Development Sector, Fermin Sta. Teresa Jr. with SHDA Board Representatives and agency’s representatives.

Participants were able to gain a deeper perspective on the profound impact of affordable housing from executives such as Pag-IBIG Fund CEO Marilene Acosta, 8990 Holdings Inc. Chairman and Co-Founder Mariano D. Martinez Jr., I-Remit Inc. Chairman Bansan C. Choa, Land Registration Authority Administrator Atty. Gerardo P. Sirios, Land Registration Systems Inc. Managing Director and CEO Teddy G. Sumulong, Bacolod City Mayor and Leagues of Cities of the Philippines Chairman Alfredo B. Benitez, Department of Interior and Local Government Director Anna Liza F. Bonagua, Philippine Institute for Development Studies Research Fellow Dr. Marife M. Ballesteros, and Philippine Guarantee Corp. President and CEO Alberto E. Pascual.

Cebu Landmasters Inc., Director, EVP and COO, Jose Franco Soberano during his segment in the Plenary Session From Good To Great: Insights from Real Estate Developers that Made the Leap

The convention also allowed attendees to look through the lens of young property sector luminaries who displayed visionary leadership in adapting to a constantly changing industry.

Although they have yet to enter into affordable housing, Damosa Land Inc. President Cary Lagdameo, Century Properties Group President and CEO Jose Marco R. Antonio, Cebu Landmasters Inc. Director, EVP and COO Jose Franco Soberano, DM Wenceslao and Associates Inc. Vice President for Corporate Planning Julius Guevara, Pro-Friends Vice President Garbirel Emmanuelle D. Laurel, and Joy~Nostalg Group Group Executive Officer Jacinto C. Ng Jr. shared their best practices, success stories, and fresh perspectives as private sector developers.

‘Housing expo bats for affordable housing’

Following the groundbreaking National Developers Convention 2022, SHDA also held its seventh Housing Expo, back-to-back with DSHUD, to gather the biggest and most trusted industry players in the country from October 7 to 9, 2022, at the Megatrade Hall 1 of SM Megamall, Mandaluyong City.

During the Ribbon cutting on the SHDA 7th Housing Expo (From left) SHDA Adviser Bansan Choa; SHDA First Vice President and Convention Chairperson, Maya K. Colayco; Pag-IBIG Fund SVP-Business Development Sector, Fermin Sta. Teresa Jr.; SHDA, Chairman of the Board, George Siy; Mandaluyong Mayor Benjamin Abalos Sr.; SHDA, National President May Rodriguez; SHDA, Board Adviser, Arlene Keh; SHDA, Board Adviser, Rosie S. Tsai

The three-day event, which recorded over 2,000 visitors and homebuyers and 42 exhibitors, focused on affordable housing options and paths to homeownership and making the most of one’s real estate investment. From lenders to real estate agents, representatives from top local developers were on-site to provide information about affordable housing and financial options.

The Pag-IBIG Fund and other financial institutions also conducted seminars to deliver property investment and financing opportunities to interested home buyers.

Panel discussion on the Regional Development and LGU Processes: (From left) SHDA Chairman, Mr. George Siy; LRA Administrator Gerardo Sirios; DHSUD Housing and Real Estate Development and Regulation Bureau, Atty. Angelito Aguila; DILG, Bureau of Local Government Development, Dir. Anna Liza Bonagua; Land Registration Systems Inc., Managing Director and CEO, Teddy Sumulong

“The demand has probably never been higher. We saw more and more hardworking Filipinos now looking at property investments to ensure their families’ future. A lot of our community doesn’t know about the available resources to help with their issues. So we are thankful to our partners in the public and private sectors who provided our ‘kababayans’ valuable assistance to enable them to own their dream home,” SHDA Chairman George T. Siy said.

Taking the leap into the future”

As the National Developers Convention revolves around supporting the Marcos administration’s Pambansang Pabahay Para sa Pamilyang Pilipino, SHDA prioritized in its 8-point national convention resolutions the i) synergy between private developers, national and local governments toward a unified approach; ii) predictability of the regulatory environment; and iii) incentive for the developers.

(From left) Alfamart COO, Harvey Ong; SHDA Chief Marketing Officer, Steven Tambunting; Damosa Land Inc. President, Ricardo “Cary” Lagdameo; Century Properties Group President and CEO, Mr. Jose Marco R. Antonio; Pro-Friends Vice President and Deputy Head of Strategic Investments, Gabriel Emmanuelle Laurel

It gathered and summarized action points and convention resolutions to be presented to Secretary Acuzar, which include:

Collaborate with DHSUD to enable its implementation of Public Housing Programs that promote rental housing, medium and high-density housing which optimizes the utilization of land;

Collaborate with DHSUD, BOI, DOF/FIRB, DILG and other allied agencies in crafting guidelines and policies, thereby incentivizing sustainable, resilient, innovative, green, and smart cities and subdivisions;

Sustain efforts of the HDMF, government financing institutions and private banking institutions in their program and initiatives to finance housing production and access, especially for lower-income groups;

Support the legislature in crafting laws that address the critical issues of the housing industry, such as access to land, rationalization of the permitting process, sustainable and green initiatives, comprehensive land use plans, and regional developments, among others;

Work with national agencies on public utilities to ensure that all public utility companies extend priority, reliable service for housing programs and development;

Push for the continuous updating of price ceilings for socialized, low-cost and medium-cost housing;

Harness the use of technology in improving the selling process, create efficiencies in construction and operations, and deliver more affordable and resilient communities; and

SHDA will continue to be an inclusive organization and a meeting point for new ideas and new trends in housing to keep the industry evolving.