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Property Company of Friends, Inc.

Home  About PRO-FRIENDS

Our History

Property Company of Friends, Inc. was incorporated on February 23, 1999 by Guillermo Choa and a group of friends who shared in his vision of creating communities and transforming lives. From being a provider of housing units in small pocket developments in Cavite, it has grown to include medium rise condominiums, estates for low, middle and higher end markets, and, now, a flourishing township in its portfolio. Since its establishment and as of the first quarter of 2020, PRO-FRIENDS has built 56,000 houses for Filipino families.

PRO-FRIENDS maintains a footprint in select and strategic areas where there is a strong and continuing potential economic growth and demand for affordable housing. Since the company launched residential development in the Province of Cavite and Iloilo, PRO-FRIENDS has gained and maintained a considerable hold in the affordable housing market of these areas. The company takes pride in having seasoned professionals who respect and take in foremost consideration every Filipino families’ desire for home ownership and are able to provide the means to enable them to do so by combining innovations in financial solutions, house design, and construction. These have allowed the company to achieve efficiencies, maintain consistent product quality, and ensure affordability.

PRO-FRIENDS started with pocket developments in Cavite, mostly less than 10 hectares in size and later progressed to developing bigger estates. In 2007, the company expanded its reach in the Visayas with residential projects known as Parc Regency Residences and Monticello Villas, which total 86 hectares in size, both located in Pavia, Iloilo. Pavia’s location has proven to be strategic as infrastructure development in the area boosted accessibility to the Iloilo airport and Iloilo City. The economic growth and the continuing commercial and retail developments around the area benefited these PRO-FRIENDS’ estates as demand for affordable housing units also increased.

Launched also by PRO-FRIENDS in 2007 is the 1,700-hectare township development project known as Lancaster New City (LNC), which spans the towns of Kawit, Imus, and General Trias in the province of Cavite. Accessible via CAVITEX and, soon, CALAX, this development offers its residents the live-learn-work-play-pray lifestyle within LNC. This township project includes St. Edward School, which offers formal education up to the secondary level; Suntech i-Park - the first IT park in Cavite; The Square, a commercial retail area; the Church of the Holy Family; and community centers as facilities to hold and promote social and wellness activities of homeowners. LNC now has close to 20,000 house and lot units built and delivered with an estimated population of 90,000.

Other on-going projects are Bellefort Estates in Bacoor, Cavite; Carmona Estates in Carmona, Cavite; and Micara Estates in Tanza, Cavite.

In the third quarter of 2015, GT Capital acquired 22.68% of the ownership of PRO-FRIENDS and brought it up to 51% by mid-2016. In October 2019, after four years of successful partnership, PRO-FRIENDS redeemed GT Capital’s 51% ownership in PRO-FRIENDS.

In 2018, PRO-FRIENDS realized revenues of Php10.4 billion from Php6.9 billion in 2017, representing a year-on-year growth of 50%. Its net income rose 63% to Php1.2 billion in 2018 from Php723.1 million in 2017.

Our Vision

To be the Developer-of-Choice
and industry prime mover
in property development.

Our Mission

PRO-FRIENDS is a trusted, God-centered partner in building homes and communities
that transforms lives.

Our Core Values

Learn the fundamental beliefs we hold on.

Service Excellence

One significant distinction that we would like to make in the real estate industry. Service excellence implies going the extra mile to delight the customer and having the commitment to deliver "against the odds". It also requires innovation.

PRO-FRIENDS Service Excellence

Professionalism

Reflected in the skills, competencies, and character of people who build our homes and communities as well as deliver our services. This value subsumes people development and training.

PRO-FRIENDS Professionalism

Integrity

Implies wholeness and absence of duplicity. We are in the business of trust. We can only sustain performance if we are trusted by our partners and stakeholders.

PRO-FRIENDS Integrity

Respect

Manifested in giving value to ideas and feelings of various stakeholders.

PRO-FRIENDS Respect

Innovation

The essence of innovation is "thinking out of the box" and creativity.

PRO-FRIENDS Innovation

Teamwork

The essence of Teamwork is synergy. More than the "Sense of Family", teamwork puts a premium on learning and growing as a team and relationships that build trust. This core value also implies getting rid of organizational "silos" and turf-mentality within PRO-FRIENDS family. Teamwork also involves the values of respect and dignity.

PRO-FRIENDS Teamwork

Sense of Family

Learning together, having a sense of safety and security, an atmosphere of belongingness, and being able to entrust accountability – these make up a culture of shared responsibility in fostering positive developments among each other.

PRO-FRIENDS Sense of Family

Galing PRO-FRIENDS

As a company that believes in the value of giving back, PRO-FRIENDS undertakes initiatives that acknowledges the marginalized sectors of society, reaching out to them and alleviating their current situation through acts of goodwill.

PRO-FRIENDS Corporate Social Responsibility

Caring and Sharing at PRO-FRIENDS

In 2018, PRO-FRIENDS increased awareness for and support from its stakeholders in practices that promote the arts and value for family as well as care for the environment and the underprivileged.

PRO-FRIENDS Corporate Social Responsibility

PRO-FRIENDS and the Children of Bahay Aruga

It is a human tendency to complain when things do not go one’s way, especially when one feels like a victim of circumstance.

PRO-FRIENDS Corporate Social Responsibility

Lancaster New City Goes Greener

Over the years, the management of Lancaster New City has conducted various tree planting activities to make the community more ecological and sustainable for its growing number of residents.

PRO-FRIENDS Career Opportunities

DREAM TO BUILD, BUILT TO SERVE

PRO-FRIENDS will not be where it is today without the valued hard work of its employees. Key to this is the transformation of their lives through personal and career development as well as being able to provide them with a second home.

Our drive for excellence is reflective of how much we value constant learning as we offer strategic courses for our employees to become specialists in their respective fields and achieve exponential results. Our doors are open for future dynamic team members who have the heart for excitement and are ready to exemplify meaningful service.