Century Properties Group, Inc. (CPG), the Philippine-listed developer, has unveiled two house-and-lot developments in Laguna and Batangas with a combined estimated sales value of P6.35 billion, marking the first project launches under its PHirst brand since the company folded its affordable housing subsidiary into the listed parent.

In a stock exchange disclosure on Wednesday, CPG said it had secured licenses to sell for PHirst Sights Calauan West in Laguna and PHirst Sights Batangas, which will offer a combined 3,265 residential units. Under Philippine housing regulations, a license to sell is the clearance a developer must secure before units in a project can be offered to the market. The projects form part of CPG's expansion of its horizontal housing business outside Metro Manila, with communities positioned near industrial zones and employment centers.

“We are opening our doors to the Laguna and Batangas workforce who want to own a home closer to their jobs,” CPG President and Chief Executive Officer Marco Antonio said in a statement. “Having three communities in one region lets us serve them better and build more efficiently. That is how we intend to grow the horizontal business,” he added.

Project Details

The six-hectare PHirst Sights Calauan West, located in Barangay Masit, Calauan, Laguna, will offer 682 homes with an estimated sales value of P981.1 million. The community sits roughly 30 to 40 minutes from the Calamba-Sto. Tomas manufacturing cluster, which includes Carmelray Industrial Parks I and II, Calamba Premiere International Park, and Light Industry & Science Park II.

The larger, 30-hectare PHirst Sights Batangas will offer 2,583 homes with an estimated sales value of P5.37 billion. The development spans Barangays Tangob, Padre Garcia, and San Francisco in Lipa City, approximately 30 to 45 minutes from Light Industry & Science Park III and the First Philippine Industrial Park in Sto. Tomas.

The two launches follow PHirst Sights Tayabas in Quezon, which was rolled out earlier this year, bringing CPG's new housing developments in the Cavite-Laguna-Batangas-Rizal-Quezon (Calabarzon) region to three for 2026.

Regional Demand

CPG cited Calabarzon's industrial activity as a factor supporting housing demand. According to Philippine Statistics Authority data cited by the company, the region's economy grew by 5.6% in 2024 to P3.27 trillion, accounting for 14.7% of the country's total economic output.

Merger Background

The launches come after the Securities and Exchange Commission's approval in September of the merger between CPG and PHirst Park Homes, Inc., with CPG as the surviving entity. The transaction placed PHirst's affordable housing business directly under the listed parent company. CPG has previously said the merger would not affect PHirst's 2026 project targets or its expansion strategy for 2027.

CPG Chief Financial Officer Rodel V. Marqueses earlier said the consolidation was intended to improve capital and resource allocation, generate operational synergies, optimize tax assets, and simplify regulatory and tax administration.

Meanwhile, PHirst plans to launch two more housing developments before the end of 2026 — one in Central Luzon and another in the Davao Region — subject to regulatory approvals.

Share Performance

On Wednesday, shares of Century Properties Group rose by 1.56%, or P0.01, to close at P0.65 apiece.

— Juliana Chloe A. Gonzales