Century Properties Group’s first-home brand, PHirst, continues its rapid expansion across the country with a series of strategic project launches for early 2025, aiming to meet the increasing demand for quality homes among Filipino families. These new developments translate to more homes, bigger neighborhoods, and expanded opportunities for families to live in well-planned, fully finished residences.
Luzon Grand Launches: New and Bigger Communities Rise
The year began on a strong note with the launch of Century PHirst Centrale Batulao in Nasugbu, Batangas last February—the company’s second township development following the remarkable success of its flagship township, PHirst Centrale Hermosa in Bataan, launched in March 2022.
Building on its momentum, PHirst rolled out an exciting second quarter marked by a series of grand launches in Luzon, showcasing new Show Villages and Model Houses. On May 10, 2025, the company launched PHirst Park Homes San Pablo East—the highly anticipated follow-up to its successful San Pablo project in Laguna. Spanning 12.77 hectares, this development will offer 1,440 fully finished Calista townhouse units, bringing the brand’s signature living experience to an expanding community. Just a week later, on May 17, PHirst Park Homes Sto. Tomas was unveiled. Located on a 37-hectare site in bustling Sto Tomas, Batangas, it will feature over 3,000 fully finished homes, including the sought-after Calista units.
As South Luzon rapidly emerges as a vibrant hub, both San Pablo and Sto. Tomas sites have become strategic developments in the Laguna-Batangas corridor. This area is fast becoming a strategic location with commercial activity and infrastructure flourishing in prime areas and exceptional accessibility to the whole CALABARZON region, via the South Luzon Expressway (SLEX) and the STAR Tollway. The Project Sites present an ideal blend of suburban peace and urban connectivity, making it a top choice for homebuyers seeking both everyday convenience and long-term investment value.
Capping off its project launches for the first half of the year, PHirst unveiled its third development this May—PHirst Park Homes Magalang East, on May 31, 2025. Building on the success of the original Magalang, Pampanga community, this 24-hectare sequel development will introduce 2,290 fully finished models, featuring both Calista Townhouse and Unna Single Attached models. The Calista Townhouse starts at P1.8M and Unna Single Attached at P3.5M.
Future residents of PHirst Park Magalang East stand to benefit greatly from the dynamic environment of North Luzon. This is brought upon by the surge of global connectivity and economic activity, largely driven by the growth of Clark International Airport and the thriving BPO industry in Pampanga. These developments present compelling advantages for homebuyers, offering career opportunities and international access closer to home.
“Recognizing the growing demand for quality homes nationwide and the evolving sophistication of Filipino homebuyers, PHirst remains steadfast in its efforts to expand our communities across the country,” said Ricky M. Celis, President of PHirst. “Our commitment extends beyond simply building quality homes; we strive to create enriching communities that foster growth and empower Filipinos to elevate the quality of their lives.”
6 More Sites to be rolled out in 2025
Building on key construction milestones and grand launches in the first quarter of 2025, PHirst remains firmly on track to achieve its development targets for the year.
In addition to its grand launches, the company also announced expansion projects in Baliwag and Pandi, Bulacan, as well as General Trias, Cavite—each marked by official groundbreaking ceremonies held in March, April and May 2025, respectively. This growth momentum is expected to carry through the rest of the year, with a pipeline of upcoming developments– two in Batangas and one in Laguna– for launch in the coming months.
Altogether, PHirst is poised to open six new developments in 2025, spanning a total land area of 115 hectares and delivering 11,326 residential units, with a combined sales value of 26.4 billion.
Further expanding its geographic reach, the company is also preparing to introduce its first-ever project in Mindanao, marking a significant milestone in the brand’s nationwide expansion. This growing footprint underscores PHirst’s steadfast commitment to providing high-quality, accessible, and future-ready communities to more Filipino families.
The PHirst Core
Currently, PHirst operates 27 active projects across Luzon and Visayas, with developments in key locations in Cavite, Laguna, Batangas, Quezon Province, Bulacan, Pampanga, Bataan, Nueva Ecija, and Bacolod City. Carrying its brand pillars– Complete Homes, Conceptive Amenities, Connected Essentials, and Convenient Selling & Buying Experience– PHirst has earned a reputation for creating well-planned neighborhoods that cater to modern Filipino lifestyles. With each development, PHirst proves its commitment to building not just homes, but meaningful places where families can Dwell, Create, and Thrive.
For more information on PHirst’s developments and upcoming projects, visit www.century-phirst.com.
PHirst is a subsidiary and the first-home business segment of Century Properties Group. For more information on PHirst’s developments and upcoming projects, visit www.century-phirst.com.
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