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Property Company of Friends, Inc.

Home  About PRO-FRIENDS

Property Company of Friends, Inc., also known as PRO-FRIENDS, is one of the fastest growing property developers in the Philippines, with over 53,000 quality and affordable housing units built since its inception in 1999.

Professionalism and customer service are key elements of our business philosophy. First-time home buyers or those looking to upgrade their quality of life will find that PRO-FRIENDS is a suitable partner to begin the process. Our portfolio offers a wide array of house models – there is one sure to match your family’s lifestyle and budget.

Our History

1999

The beginning

Property Company of Friends, Inc. (PRO-FRIENDS) 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 houses 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.

PRO-FRIENDS maintains its footprint in select areas where it believes it can gain considerable hold of the market, majority at present in Cavite and Iloilo, to cater to the affordable housing needs of Filipino families. The company takes pride in having seasoned professionals who respect every Filipino’s desire for home ownership and are able to provide the means to enable them to do so, combining innovations in financial solutions, house design, and construction, to allow the company to realize efficiencies and consistent product quality and ensure affordability.

Township Projects

PRO-FRIENDS started with pocket developments in Cavite, mostly less than 10 hectares in size and later progressed to developing estates on bigger, contiguous land. In 2007, it expanded its reach in the Visayas through Parc Regency Residences and Monticello Villas, both located in Pavia, Iloilo. Over the years, Pavia’s location has become strategic, benefiting from infrastructure developments that have increased accessibility to the airport and city and complemented by transport terminals in the area. Four malls have likewise risen, all just a few minutes away from PRO-FRIENDS’ estates.

Also introduced at the same time, Lancaster New City, which spans the towns of Kawit, Imus, and General Trias in Cavite province, is a 1,700-hectare master-planned, mixed-use development. Accessible via Cavitex and, soon, CALAx, it allows its residents to enjoy the live-learn-work-play-pray lifestyle through St. Edward School, Suntech i-Park—the first IT park in Cavite, The Square and Church of the Holy Family, aside from community centers that encourage social activities and promote wellness.

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

2007
2015

With GT Capital

In the third quarter of 2015, GT Capital acquired 22.68% of the business and brought it up to 51% by mid-2016. The synergistic partnership allowed GT Capital to tap into PRO-FRIENDS’ expertise in the affordable housing segment and strategic land bank. PRO-FRIENDS, on the other hand, gained access to GT’s investments in complementary sectors including infrastructure, finance and insurance, and locked-in value to its products and propositions. After close to four years of a successful partnership, PRO-FRIENDS and GT Capital last May entered into an agreement for the redemption of the latter’s 51% share.

Growing township

In 2018, PRO-FRIENDS realized revenues of Php10.4 billion from Php6.9 billion in 2017, representing a noteworthy year-on-year growth of 50%. Its net income rose 63% to Php1.2 billion in 2018 from Php723.1 million in 2017. Guillermo Choa remains at the helm of the company as Chairman and President.

2018

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.