Property Company of Friends

What Property Company of Friends does

Property Company of Friends, Inc. (Profriends) is a Philippine privately held property developer founded in 1999 by Guillermo Choa following the 1997 Asian financial crisis with a mission to provide affordable housing to Filipino families. The company designs and sells master-planned residential communities, townships, and increasingly low-rise condominiums across two core geographic clusters: Cavite (Lancaster New City, Micara Estates-Tanza, Minami Residences, Westwind at Lancaster New City) and Iloilo (Parc Regency Residences, Monticello Villas, Monticello Intimo), with a downmarket sub-brand Merrydale Homes serving lower-income families. Its product strategy emphasizes integrated live-learn-work-play communities with schools, commercial locators, parks, and transport integration along major infrastructure corridors such as CAVITEX, CALAX, and the planned LRT-1 extension and Cavite Bus Rapid Transit system.

Profriends generates revenue primarily through one-time sales of residential properties (house-and-lot units, lot-only purchases, and condominium units) distributed via three concurrent channels: direct sales offices in Mandaluyong, General Trias, and Pavia; an extensive third-party broker network; and online self-service portals (Buyer's Portal and Agent's Portal). Demand generation blends community-event-driven marketing, sales-driven agent incentives, and the PRO-ANGAT overseas engagement program targeting OFWs in the UAE. Affordable financing is enabled through partnerships with Land Bank of the Philippines and Pag-IBIG Fund, including the Paylite Home Deals structure offering 5% equity and 25-30 year amortization; the financing arrangements function as channel enablers rather than revenue streams. Profriends has cumulatively delivered over 64,000 homes since inception, with Lancaster New City alone hosting more than 24,000 families and contributing approximately 100,000 residents to General Trias, Cavite. The company is a subsidiary of Maplecrest Group Inc. (MGI), operates under the SHDA certification, and holds no public listing.

Name

Property Company of Friends

Legal name

Property Company of Friends, Inc.

Website

https://profriends.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Property Company of Friends (Profriends) is a Philippine private property developer founded in 1999 that builds master-planned residential townships, house-and-lot communities, and low-rise condominiums in Cavite and Iloilo, serving first-time homebuyers, OFW families, and middle-income Filipino households with over 64,000 homes delivered cumulatively.

Ownership category

akta.pro rank

Product category

Residential Real Estate Development

SIC

Real Estate (6500)

akta.pro primary industry

Residential Land Development & Subdivision Homebuilding (Build-to-Sell Communities) (IMAFABAL)

akta.pro secondary industry

Affordable Housing & Community Development (Housing, Community Land Trusts) (BPAGALAC)

Keywords

• Residential real estate development
• Master-planned townships
• Affordable housing
• House and lot units
• Community development

Headquarters

HQ city

Mandaluyong

HQ country

Philippines

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Supply Chain, Others

Revenue model

1. Residential Property Sales: Profriends generates revenue primarily through the sale of residential properties including house-and-lot units, lot-only purchases, and condominium units across its various projects in Cavite and Iloilo. Properties are sold through direct sales channels, agent networks, and partner brokers.
2. Home Financing: Through partnerships with Land Bank of the Philippines and Pag-IBIG Fund, Profriends offers financing programs including Paylite Home Deals with equity starting at 5% and extended amortization up to 25-30 years. Financing arrangements facilitate property sales and contribute to revenue realization.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Property Company of Friends, Inc. (Profriends) develops and sells master-planned residential communities, house-and-lot units, and low-rise condominium villages primarily in Cavite and Iloilo provinces, Philippines. The company builds affordable and middle-income housing integrated with schools, commercial areas, open spaces, and community programs, and offers flexible financing through partner banks (Land Bank, Pag-IBIG).

Product overview

Profriends is a property development company offering a portfolio of residential communities across Cavite and Iloilo provinces. Its offering includes master-planned townships (Lancaster New City), house-and-lot packages (Micara Estates-Tanza, Minami Residences, Parc Regency Residences, Monticello Villas, Monticello Intimo), low-rise condominiums (Westwind at Lancaster New City), and affordable housing (Merrydale Homes). All projects are designed around integrated community living with open spaces, lifestyle amenities, and community activities. The company operates the Profriends ONLINE portal platform for transactions and customer access.

Differentiator

Problem solved

Functional benefit

Brands

• Lancaster New City: Profriends' flagship master-planned township located in Imus/General Trias, Cavite. Features residential, commercial, educational, and lifestyle spaces with over 24,000 families and 100,000 residents. Includes sub-communities such as Manchester, Kensington, and Leighton Hall.
• Micara Estates – Tanza
• Westwind at Lancaster New City
• Minami Residences
• Merrydale Homes
• Parc Regency Residences
• Monticello Villas
• Monticello Intimo
• Lamore at Micara Estates
• PRO-ANGAT
• GalingPinas

Products and services

• Lancaster New City Profriends' flagship master-planned township in Imus and General Trias, Cavite featuring residential neighborhoods, schools, commercial establishments, transport access, and open spaces designed for integrated community living.
• Westwind at Lancaster New City Profriends' first low-rise 4-storey condominium village within Lancaster New City spanning 13 hectares, offering connected, healthy, and convenient community living with common outdoor lifestyle spaces.
• Micara Estates-Tanza Large-scale residential community in Tanza, Cavite featuring house models on generous lots with proximity to commercial areas, schools, and churches.
• Minami Residences Nature-inspired 25-hectare gated community in General Trias, Cavite offering quadruplex units (2-storey Hanna house model: 54 sqm unit on 80 sqm lot) with clubhouse, swimming pool, jogging paths, and open-air multi-purpose court.
• Parc Regency Residences Residential community in Pavia, Iloilo known for introducing linear parks adjacent to houses and featuring the largest swimming pool in the area.
• Monticello Villas Residential community in Pavia, Iloilo offering house models with access to amenities and community facilities.
• Monticello Intimo Newest residential phase in Pavia, Iloilo featuring modern house models like Allison designed for contemporary family needs.
• Merrydale Homes Affordable housing brand for lower-income families. Merrydale Homes St. Joseph in General Trias, Cavite features 3 low-rise buildings with 50%+ open space. Merrydale Homes Iloilo in Sta. Barbara offers bungalow units with monthly payments under P3,000.

Quantifiable outcome

• Over 64,000 homes delivered to Filipino families since 1999
• +4 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered minor and core.

• Angeles University Foundation (AUF)minorStrategic or Co-development Partner · 11 March 2026Through a collaboration with Maplecrest Group Inc. (MGI) and Rivermoor Holdings Inc. (RHI), AUF will build a 3-hectare campus in Imus, Cavite, right across the Imus Government Center. This partnership with MGI (Profriends' parent company) anchors a central business district with educational facilities.
• EZ HomesminorChannel Partner/ Reseller/ Distributor · 10 June 2025Sales network partner participating in Profriends' PRO-ANGAT OFW community events in Dubai.
• Green Circle RealtyminorChannel Partner/ Reseller/ Distributor · 10 June 2025Sales network partner participating in Profriends' PRO-ANGAT OFW community events in Dubai.
• Alphaprime RealtyminorChannel Partner/ Reseller/ Distributor · 10 June 2025Sales network partner participating in Profriends' PRO-ANGAT OFW community events in Dubai.
• JDV RealtyminorChannel Partner/ Reseller/ Distributor · 10 June 2025Sales network partner participating in Profriends' PRO-ANGAT OFW community events in Dubai.
• Macrest Consumer Goods Inc. (MCGI)minorOthers · 21 March 2025MCGI is a sister company of Profriends under Maplecrest Group. It launched a commissary kitchen inside Lancaster New City envisioned to be one of the largest in the country, sourcing fresh ingredients and providing meals to food businesses within the community.
• Archipelago Builders Corporation (ABC)coreImplementation/ SI/ Consulting Partner · 10 February 2025Triple A (AAA) construction firm ABC was awarded the contract to construct Westwind at Lancaster New City, Profriends' pilot 4-storey low-rise condo village. Following successful on-time delivery of the first building, ABC was awarded the second building. ABC has 60 years of construction experience and brings proprietary wall systems.
• University of St. La Salle (USLS)coreStrategic or Co-development Partner · 1 October 2024Profriends and USLS signed a Memorandum of Agreement and Deeds of Donation for a partnership in Iloilo. The collaboration supports the Lasallian mission of teaching minds, touching hearts, and transforming lives. USLS will establish its 2nd school in Region 6 within Profriends' mixed-use development in Pavia, Iloilo.
• Maplecrest Group Inc. (MGI)coreOthers · 12 March 2024MGI is the parent company of Profriends and a co-signatory to the Cavite Bus Rapid Transit (CBRT) project alongside Megawide Construction Corporation. MGI's advocacy of uplifting the life of the common man drives Profriends' mission. MGI and RHI jointly hold the CBRT project with the Provincial Government of Cavite.
• Megawide Construction CorporationminorStrategic or Co-development Partner · 12 March 2024Megawide partnered with MGI (Profriends' parent company) and the Provincial Government of Cavite to develop the Cavite Bus Rapid Transit (CBRT) system. CBRT will link PITX and traverse through Lancaster New City's spine road, serving Imus, General Trias, Tanza, and connecting to Governor's Drive in Trece Martires.
• Meralco (Manila Electric Company)coreOthers · 1 January 2014In 2014, Profriends collaborated with Meralco anticipating the progressive electricity needs of Lancaster New City residents. Profriends donated a 5,400 sq.m. lot for Meralco's substation, which services over 24,000 families, over 60 commercial locators, and surrounding communities. The partnership continued through the pandemic providing uninterrupted electricity.
• OnGround Partners (OGP)minorOthersOGP serves as Profriends' property manager and is responsible for community development, training future community leaders, and organizing youth volunteer activities through the GalingPinas movement.
• Cavite Youth Astronomy Society (CYAS)minorOthersCYAS partnered with GalingPinas youth volunteers to host a stargazing event at Westwind's entrance statement in celebration of Global Astronomy Month, bringing science education to the Lancaster New City community.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Camella Homes: Flagship mass-market horizontal house-and-lot brand of Vista Land, present across Cavite, Iloilo, and other provincial markets. Most direct horizontal comparator to Profriends' Micara Estates, Minami Residences, and Lancaster New City neighborhoods.
• DMCI Homes: Mid-income residential condominium developer in the Philippines with comparable vertical mid-rise product strategy and master-planned community approach. Targets similar first-time and upgrading families with resort-inspired amenities.
• Filinvest Land: Diversified Philippine developer with strong presence in Visayas and Mindanao (including Iloilo) and horizontal subdivision products. Direct overlap with Profriends' Iloilo footprint and affordable/middle-income positioning.
• Crown Asia: Premium house-and-lot brand under Vista Land with significant Cavite exposure (Crown Asia Gen-Trias, Crown Asia Imus). Directly overlaps Profriends' middle-income horizontal product positioning and Cavite geographic focus.
• Lumina Homes: Affordable housing brand owned by Vista Land targeting the same OFW and lower-income first-time buyer pool as Profriends' Merrydale Homes. Direct competitor in Pag-IBIG-financed socialized and economic housing across provincial Philippines.
• SM Development Corporation (SMDC): Vertical residential developer under SM Prime focused on affordable-to-mid-income condominiums, particularly in growth corridors outside Metro Manila. Competes directly for the same OFW and young family buyer pool.
• Vista Land & Lifescapes: Listed Philippine mass-market housing developer behind Camella Homes, the country's largest homebuilder by units sold. Directly comparable to Profriends across horizontal house-and-lot, affordable vertical (Crown Asia), and socialized housing (Luminea) targeting OFW and middle-income segments.

Broad incumbents

• SM Prime Holdings: Philippines' largest integrated property developer combining mall, residential, office, and hotel. SM City General Trias (near Lancaster New City) drives retail-driven value uplift that adjacent Profriends inventory benefits from.
• Megaworld Corporation: Listed Philippine township developer and co-proponent of the Cavite Bus Rapid Transit project alongside Profriends parent MGI. Operates comparable master-planned townships in Cavite (e.g., Maple Grove, The Hamptons) but with broader mid-to-upper-income mix.
• Ayala Land: Largest and most diversified Philippine developer with horizontal, vertical, and township products across all income tiers. Competes at the upper edge of Profriends' addressable market and sets the benchmark for township execution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ProfriendsOfficial
• Xx.com/Profriendsweb
• LinkedInlinkedin.com/company/property-company-of-friends-inc-

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Property Company of Friends