In the real estate industry, imitation is routine. Developers frequently replicate proven templates — from site selection to pricing strategies to architectural design — and the approach more often than not delivers modest but reliable returns. The logic is straightforward: playing it safe minimizes risk.

Yet one real estate consultancy has chosen to challenge that norm. Havitas, a firm co-founded by four seasoned developers who previously worked at some of the Philippines' most prominent real estate companies, has built its identity around creating distinctive, unprecedented developments. The founding team consists of Alejandro S. Mañalac (Chairman), Jonathan F. Caro (President and CEO), David L. Rafael (Managing Director), and Erwin M. De Pedro (CMO).

In a conversation on the RJ Ledesma Podcast, two of the four founders — Jonathan "Jojo" Caro and Alejandro "Andy" Mañalac — discussed the bold vision driving the company and the entrepreneurial lessons embedded in their approach to the market.

"F*CK ORDINARY"

Two words encapsulate Havitas' operating philosophy: "F*ck ordinary." The phrase, deliberately provocative, defines the consultancy's approach to every project it undertakes. The founders insist it is not a marketing gimmick but a principle with tangible implications for how they conduct business.

"Ordinary is safe. But ordinary is forgettable," Andy Mañalac explained. "And we do not want to produce forgettable properties."

He added: "It doesn't mean we want to be reckless. We just refuse to be lazy, predictable, and forgettable."

The Birth of an Active-Yielding Asset

Aya Hills, located in Talisay, Batangas, exemplifies this philosophy. What began as a seven-unit development facing Taal Lake was originally intended for the personal use of the Havitas founders. During the pandemic, while selling the three remaining units, the founders conceived what they call the Active-Yielding Asset — a property model that generates income for the owner.

The concept proved so successful that the founders sold all seven units and formally established Havitas as a real estate consultancy.

The Active-Yielding Asset concept is straightforward: buyers acquire not only a visually striking property — exquisitely designed by Vision Art with an unobstructed view of Taal Volcano — but also one managed by a five-star Airbnb host. This arrangement gives owners the option to monetize the property when not using it personally. The model taps into a broader shift in Philippine leisure real estate, where short-term rental platforms have made second-home ownership financially viable for a wider segment of buyers — particularly as remote work arrangements, accelerated by the pandemic, have loosened the traditional tether between homeowners and metropolitan business districts.

Havitas positioned the property as a return to healthy living, a trend gaining traction among a significant segment of the real estate market.

"We want something that is desirable and also scarce. We want something that will improve their lifestyle. We want something that will provide health," Mr. Mañalac said of their development philosophy.

The combined value proposition for buyers is substantial: a wellness-oriented property facing Taal Volcano, located fifty-five minutes from Alabang, that generates revenue through Airbnb rather than constituting a financial burden.

"Love Unique"

Jojo Caro, Havitas' President and CEO, emphasizes that "F*ck ordinary" goes hand in hand with another core value: "Love unique."

"In real estate, ordinary means copying the same box," Mr. Mañalac said, describing common industry practices. "Let's do the same thing. Lagyan mo ng pool. Lagyan mo ng gym. (Let's put in a pool. Let's put in a gym.) Developers just copy."

Havitas takes a different approach. The company places the customer at the center of its strategy, and these twin philosophies serve as the foundation of its business model rather than mere slogans.

"We're betting [on] our ability, our experience, and what we feel is right for us, and more importantly, for our customers. So we can take that risk," Mr. Caro explained of the firm's customer-centric approach.

By rejecting the ordinary, Havitas identifies new solutions and opportunities that other developers overlook. The idea, Mr. Mañalac explained, is to do what competitors cannot.

"We are going with the drivers for trends that they have not seen yet," he said. "So what I'm trying to say is that we are seeing the future in advance."

Expanding Beyond Metro Manila

The founders addressed the reported oversupply of condominium units in parts of Metro Manila — a situation they attribute to too many developers replicating existing developments.

"You will see that... in the same report that says there's an oversupply here, maybe on the third paragraph, it says that the growth in the regions outside NCR is fantastic," Mr. Mañalac noted.

Recognizing this opportunity, Havitas looked beyond the National Capital Region and identified La Union as a high-growth market. There, the company is developing Hinabi, another distinctive project. La Union has emerged in recent years as one of the Philippines' most visible provincial real estate destinations, driven by infrastructure improvements and a surge in domestic tourism that has drawn both investors and lifestyle buyers to northern Luzon.

"In our property, there are surfing waves in front," Mr. Mañalac said, describing Hinabi. "The sunset in where our property is, 12 o'clock right in front, is life-changing... Now, how many beaches do you know that are turtle sanctuaries? Here in front of our property, wait during October, November, December for the turtles to come in."

The combination of sunset views, surfing, and a sea turtle sanctuary aligns with what Havitas identifies as a growing demand: wellness real estate — a category that the Global Wellness Institute has tracked as a multi-billion-dollar global market spanning residential developments designed around health, sustainability, and connection to nature.

"We are going to be pioneering this one [wellness real estate]. It's a huge market and it's growing," Mr. Mañalac said.

"Love What You Do"

The twin philosophies of "F*ck ordinary" and "Love unique" are reflected in what drives both founders in their entrepreneurial journeys.

"Love what you do," Mr. Caro advises fellow entrepreneurs. "I know it's a cliche, right? But if you enjoy what you're doing, the more likelihood you'll be successful at it."

Mr. Mañalac, who says he feels the same enthusiasm as Warren Buffett's famous description of tapdancing on the way to work, focuses on the management dimension of the business.

"Know how to manage," he advises. "We're very proud to say that we've always been ahead of our schedule. Right now, our construction is [ahead by] about 18, 22 days."

"Offer something to the market that is not being offered by a lot of people. What is your expertise? What is your core competency? And how can you give value to your niche market? You don't have to target everyone."

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RJ Ledesma (www.rjledesma.com) is a Hall of Fame Awardee for Best Male Host at the Aliw Awards, a multi-awarded serial entrepreneur, motivational speaker, business mentor, podcaster, Honorary Consul, and editor-in-chief of The Business Manual. The RJ Ledesma Podcast is available on Facebook, Spotify, Google, and Apple Podcasts.