FOR years, the conversation surrounding the Philippine real estate industry has been dominated by the rapid expansion into Greater Luzon. But as the national housing backlog remains a stubborn 6.5-million-unit challenge, development is shifting toward the south.
On Feb. 21, 2026, Century Properties Group’s first-home brand, PHirst, officially crossed the map into Mindanao. The launch of PHirst Park Homes Gen San in Barangay Baluan marks a significant pivot for the developer, building from its Luzon-based regional stronghold to increasing its nationwide reach with a P5.3-billion stake in the future of General Santos City.
Currently, PHirst operates 32 active projects across the country, with developments in key locations in Cavite, Laguna, Batangas, Quezon Province, Bulacan, Pampanga, Bataan, Nueva Ecija, Bacolod City [Negros Occidental], and South Cotabato.
The housing backlog is often discussed in broad strokes, but according to the PHirst leaders who conducted the media briefing, the data reveals a more nuanced story. While the government’s 4PH program focuses on the marginalized 10 to 15 percent of that gap, a massive segment of gainfully employed individuals, with or without families, remains underserved.
In General Santos, PHirst is positioning itself squarely in that "middle" opportunity, focusing on those who want to own their first homes at a price that they can afford. Targeting households with a combined monthly income between P100,000 and P120,000, the project offers a bridge to homeownership for those who find traditional luxury condos out of reach but do not qualify for socialized housing.
The PHirst management estimates that 60 percent of that middle-income backlog is located in Visayas and Mindanao. The price of the units ranges from P2 to P3 million per unit, with monthly amortization, especially with financial assistance from the banks and Pag-IBIG, costing from P11,000 to P18,000.
‘Move-in ready’
There are two main models. Amani is a thoughtfully designed townhouse offering a 36 sqm floor area on typical lot areas ranging from 44 to 60 sqm. Ideal for individuals, young couples and starting families, it delivers practical and efficient living in a well-planned layout. Meanwhile, Dua offers a more spacious option, featuring a 48-sqm floor area on a typical 77-sqm lot area.
“Our vision is about fostering a sustainable, thriving community where every family can prosper,” says PPHI President Ricky Celis. It is a goal backed by a P3-billion capital expenditure budget, reflecting an acknowledgment of the region’s economic resilience.
The 23.7-hectare development places it near the doorstep of the city’s evolving infrastructure — most notably the new campus of the University of Sto. Tomas (UST) and established medical and retail centers like General Santos Doctors Hospital and the SM and Robinsons malls, respectively.
The master plan aims for more than just density. While it will eventually deliver over 2,400 units, the focus is on a "move-in ready" philosophy with finished interiors, pre-installed plumbing and electrical connections, perimeter fences and cabinetry. The developer is addressing a common pain point for first-time buyers: the hidden costs of post-turnover renovations.
Gretchen Ramos, assistant vice president for sales operations, said that a secure and existing gate is one of the property’s unique selling propositions: "Most of our competitors do not deliver the units na mayroon ng gate.” In contrast, PHirst homeowners who are moving in will find that “they have a gate already. Pagpasok nila sa bahay nila, gamit na lang [ang dadalhin nila] kasi secure na sila. Hindi na nila pro-problemahin yung additional budget for the gate.”
Recognizing the shift in modern work-life dynamics, the community includes Wi-Fi Nodes alongside traditional amenities like the clubhouse and basketball court. There is even a nod to the growing local "fur-parent" culture with a dedicated Paw Park, and a touch of shared leisure with an outdoor cinema. Ramos said that these amenities are designed for community building, where the “families can enjoy outdoor experiences ... and go beyond the four corners of their homes.”
About 150 units were already sold at the time of launch. Celis remained optimistic, forecasting increased activity and sales in the “next three to five years” as the units achieve completion from 2030 to 2031. “We call ourselves first in the Philippines for Filipinos in the ‘first-home’ market,” reiterated Celis. “Our mission is to really serve that market.”
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