Project Name THE REDWOODS Redwoods are the tallest trees in the world. In addition, they are also considered the oldest living organisms in our planet with capacity to live up to 2,200 years. Redwood lumber is highly valued for its beauty, light weight and resistance to decay. Incidentally, the Japanese Redwood is called “Sugi� and is the national tree of Japan. Its ornamental and practical uses are extensive as it is a common feature around temples and shrines and is a local favorite in construction work and interior panelling.
Project Name THE REDWOODS Bearing the story of the “Sugi” in mind, the project is aptly named “The Redwoods” because it represents the Neo-Asian themed development, quality workmanship by DMCI Homes and the ideals of peace, wellness and interaction that the project upholds.
Project Logo
While the trees are a literal interpretation of the name, the artistic element of brush strokes is added to convey the Neo-Asian inspired theme of the development. The use of two colors, red and black, further emphasizes this.
The font is clean, modern and simple – an ideal combination to the hand-rendered quality of the illustration.
Sales Kit Presentation
Value Proposition
Product Concept Inspired by the concept of Japanese “chashitsu� (tea house); where leisure, amusement, and social life revolve around meeting in a pavillon at the middle of a park or garden. The idea is to replicate the atmosphere of suburban charm where relaxation is centered on a simple conversation over a cup of tea and afterward strolling along the surrounding lawns, ponds, and landscaped gardens. The development hopes to create this setting to bring nature back into city living and diffuse the suffocating effect of urban stress.
Product Concept
A place that rejuvenates the spirit by providing a relaxing environment conducive to health and fitness Has abundant landscaping, and water elements that evoke serenity
Wellness
A communal place that fosters social interaction and strengthens relationships already made.
Community
Tranquility Tea House
Value Proposition Value Proposition Statement The only Neo-Asian community in the heart of Fairview that offers a neighborhood of friendly faces amidst a calm, healthy and unhurried environment
Tea House
Reasons to Believe
Unparalleled Convenience
• • • •
Right across SM Fairview and Robinsons Mall In-village concessionaire & water station Strategic Location - Near schools, businesses, hospitals & churches Public transportation right outside the development and at the transport terminal of Robinsons Mall • Future MRT-7 to be completed on 2013
Reasons to Believe
Distinct Project Design • Neo-Asian architecture and theme • Landscaping that evokes a relaxing and peaceful ambience • Village Amenities: • Lap Pool, Kiddie Pool, Shower Areas, Basketball court, Playground, Tea House Gazebos, Gardens, Gym, Game Room • Clubhouse Amenities: • Lounge, Bar, Function Rooms, Entertainment Room, Covered Badminton Court, WIFI Ready • Buffered frontage by trees and fence to provide a quiet, secure and relaxing environment within the development.
Reasons to Believe
Secured Living • Professional Property Management services • General maintenance of common areas • Move-in assistance • Utilities application and payment assistance • Taxi call-in service • Leasing service • Superior security features • Guarded Entrance Gate • Electrified Perimeter Fence • 24/7 Roving guard patrol
Reasons to Believe
A High Quality Home • DMCI Homes 55-year construction heritage • The Redwoods will feature trademark innovations by DMCI Homes - the mid-rise condo specialist: • Low density, five-storey condominiums • Single-loaded, double row & single row buildings • All units have balconies • Landscaped atriums • Hi-grade and durable fixtures and finishes • Spacious and efficient condo unit layout that is ideal for the family lifestyle
Reasons to Believe
A Great Investment • Fairview will be the next growth area of Quezon City • The completion of MRT-7 will boost accessibility of the area • Sta. Lucia’s Neopolitan Business Hub at the back of SM Fairview • A source of recurring income through rental of the unit • Fast real estate value appreciation due to highly-networked location and professional property management of DMCI Homes • The Redwoods will be a high quality development that will stand the test of time and can be enjoyed by the family’s future generations.
VP Framework
Unparalleled Convenience
Distinct Project Design
Secured Living
A High Quality Home
A Great Investment
Value Proposition Statement The only Neo-Asian community in the heart of Fairview that offers a neighborhood of friendly faces amidst a calm, healthy and unhurried environment
Competitive Landscape
Competitive Landscape • Phinma is the leading developer and competitor of DMCI Homes in terms of condo development in the area. Flora Vista and Sofia Bellevue are currently pre-selling under economic and core-mid price segments (P700,000 – P1.70M.). • House and lot and lot only projects in the area (Fairview and Batasan Quezon City, Caloocan and San Jose del Monte, Bulacan) are dominated by Vistaland (Crown Asia, Camella Homes and Carissa Homes), Filinvest and Sta. Lucia.
Competitive Landscape
Competitive Landscape Vertical Developments
Project
The Redwoods
San Benissa
Flora Vista
Sofia Bellevue
Vivida North
Kassel Residences
Location
Quirino Highway
Commonwealth Ave.
Commonwealth Ave.
Capitol Hills
West Fairview
Zabarte Road
Developer
DMCI Homes
Phinma
Phinma
Phinma
Accendo
CHMI
Land Area
2 has
1.6 has
1.8 has
1.7 has
0.15 has
1.5 has
Type of Development
MRB
MRB
MRB
MRB
MRB
MRB
Total inventory
506
960
870
840
120
137
No. of Inventory for sale
119
960
232
168
120
137
SOLD
960
179
57
50
49
Ave. unit take up / month
37
16
19
4
4
80% of the condo supply that is available for sale is already taken-up. The Redwoods will infuse new supply in the market with a distinct and impressive product.
Competitive Landscape Vertical Developments The Redwoods
San Benissa
Flora Vista
Sofia Bellevue
Vivida North
Kassel Residences
Minimum Selling Price
2,198,000
770,000
877,000
1,512,000
1,243,956
721,600
Maximum Selling Price
3,995,000
1,158,000
1,170,000
1,680,000
1,860,699
1,273,388
Min SP / SQM
39,306
25,667
29,233
42,000
49,560
28,864
Max SP / SQM
48,136
38,600
39,000
42,000
55,230
42,446
Price Segment
Core-Mid
Economic
Economic
Core-mid
Core-mid
Economic
Project
The Redwoods offers a selling price per sqm that is at par with core-mid competitors. However, our buyers will get more value for their money since the project will offer more amenities and features.
A Cut Above the Rest
More distinct design
*floor plans not to scale
A Cut Above the Rest Bigger and more efficient floor layout
Competition offers mostly flat units – no wall partitions Average competitor size = 31 sqm
55.5 sqm
64 sqm
84 sqm 30 sqm
36 sqm
30 sqm
A Cut Above the Rest
Durable Finishes
A Cut Above the Rest High Quality Fixtures
A Cut Above the Rest Only The Redwoods offers a full line of resort-themed amenities… Amenities
San Benissa
Flora Vista
Sofia Bellevue
Clubhouse
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Multi-purpose Hall
Vivida North
Kassel
THE REDWOODS
Adult Swimming Pool
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Kiddie Pool
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Basketball Court
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Badminton Court
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Childrens Playground
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Fitness Center / Gym
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Function Rooms / Areas
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Game Room
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Gazebos / Cabanas
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Landscaped Entrance Gate
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Commercial Spaces
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A Cut Above the Rest …and property management services •
General maintenance of common areas
•
Roving security personnel for common areas
•
Move-in assistance
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Utilities application and payment assistance
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Realty Tax payment assistance
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Organizing of community events
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Taxi call-in service
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Leasing Service
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Car wash
•
Newspaper delivery service
SWOT analysis Strengths
Location
Highly visible along Quirino Highway
Weaknesses
Far from central business districts
Very near commercial establishments (SM Fairview & Robinsons) Accessible to public transportation Price & Payment Options Product Design
Flexible terms - minimum downpayment of 15% over the construction period Resort Themed Development Wide range of amenities & features Single-loaded corridor design in buildings Landscaped atrium Larger unit floor areas Quality turnover finishes
Service Developer
Presence of Property Management Team DMCI Homes' 55 year construction heritage The country's mid-rise condominium specialist
Higher selling price and monthly amortization compared to local economic housing condominiums
SWOT analysis Opportunities
Threats
Most of condo supply available for sale in the Fairview market is already sold
Economic housing condominium developments offering lower selling prices
Purchased unit will be a possible source of recurring income through the unit rentals (i.e. Medical students in FEU, etc)
Indirect competition from house & lot projects
Will target end-users and upgraders in the area
Traffic in Quirino Highway is currently congested
New captured market due to its proximity to Fairview & Quezon City The future MRT 7 will boost accessibility and growth of Fairview Bank financing tie-up thru banks
Target Market
Target Market Demographic Profile
OPTIMISTIC HOMEBUILDERS •
Managers, professionals and entrepreneurs
•
Start-up families and upgraders in Northern Metro Manila & nearby provincial areas such as Bulacan,
•
Decision-makers aged 31 to 40 yrs. old
•
Earning a gross monthly household income of Php 90,000-Php160,000.
Target Market Psychographic Profile Emotive Needs Togetherness
Friendship
Belonging
Warmth
Sociable
Sense of harmony
Target Market Psychographic Profile Identity Needs Homebuilders
Upper middle class
Family Starters
Value for money
Upgrade to a better home
Family man / woman
Target Market Psychographic Profile Functional Needs Reputable developer
Themed development
24/7 security
Clubhouse & Pool
Playground for the kids
Near schools & malls
THANK YOU!