In an industry where men have traditionally held the reins, Celine Angelica "Gianne" Gonzales and Pia Marie Isabelle Madrid stand out as trailblazers, reshaping the real estate landscape in the Philippines. As chief financial officer (CFO) and chief operating officer (COO) respectively of Asian Land Strategies Corporation, they have chosen to forge their own path, driven by a passion to build upon their family's legacy rather than rest on its laurels.

As third-generation executives of Asian Land, Gianne and Pia carry forward the lessons instilled by their grandfather Amando "Mading" Buhain, the visionary founder of the company. His emphasis on integrity, innovation, and community engagement serves as the cornerstone of their approach. They've imbibed the values of hard work, dedication, and a commitment to excellence, which guide their every decision and action.

“My lolo was a great pioneer and visionary, and he always put people at the heart of his business decisions. I saw how he made business decisions that at its core aimed to provide employment for the town. I still remember my Lolo saying ‘Wag na wag ka mangaapak ng tao,’ which today I keep to heart. Treating people with dignity is one of the pillars of my decision making,” remarked Pia, who serves as the COO of Asian Land.

“My lolo was a pioneer, he started business in our town when he saw the need and opportunity. We honor my lolo and the family by continuing to build stronger and better, what he has founded,” she added.

For Gianne, it was her grandfather’s vision of providing homes to every Filipino and creating job opportunities for Bulakeños that served as guiding principles.

“As his grandchildren, we consider it a great honor to continue his legacy. Witnessing the joy in our clients' eyes as they step into their new homes and the satisfaction in our employees' faces during successful year-end performances reinforces the importance of Lolo's dreams,” expounded Gianne, Asian Land’s CFO. “Asian Land goes beyond just building homes; it is also about supporting livelihoods for our dedicated team.”

Talent and a shared commitment to values in housing development seem to be ingrained in their family's DNA. Alongside Gianne and Pia, their cousins also contribute significantly to Asian Land's success. Among them are Emerging Technologies and Integration Manager Raphael Matthew “Matt” B. Gonzales, Corporate Planning and Business Analysis Manager Felyne Angeli “Inggy” B. Gonzales, and Corporate Communications Manager Lia Marie Jobelle B. Madrid.

Working alongside family members is a natural dynamic for them. While occasional disagreements may arise, they maintain a clear boundary between personal and professional matters. “The main perk of working with family is that I am working with people I trust and with the same core values. We know each other well and know about what makes the others tick, which is a double-edged sword sometimes,” Pia said.

As for Gianne, she acknowledged that disagreements are bound to occur within diverse departments, emphasizing the importance of maintaining a distinct separation between personal and professional matters. “Company-related issues stay within the workplace. Simultaneously, the ease arises from a robust support system – the assurance that we can lean on one another while navigating the various challenges confronting our company," remarked Gianne.

Visionary leadership

Established in 1994, Asian Land is dedicated to leading the development of upscale communities that offer Filipino residents top-notch facilities and services. While rooted in the legacy of their grandfather, Pia and Gianne, are not merely following in his footsteps but are also carving their distinct path in the industry by making Filipino dream homes more attainable and accessible than ever before.

Gianne said, “My vision is aligned with the company's vision, which is ‘developing prime communities with world-class services and amenities to shelter the Filipino,’ the desire to provide an opportunity for every Filipino to own a house they can call home. Being raised here in Bulacan, it is a great joy to be a part of helping my fellow Bulakeños achieve their families' dream homes. Moving forward, I also want Asian Land to continue to pursue this endeavor and to be present not only in Bulacan but all over the Philippines.”

Echoing this sentiment, Pia shared, “My vision for Asian Land is for us to be a major national player in the housing industry. A company that employs hundreds and houses thousands of Filipino families across provinces and regions all over the Philippines.”

Under their leadership, strategic initiatives, and forward-looking goals, Asian Land is poised to not only continue but elevate its impact on the property landscape, contributing to the realization of countless Filipino families’ aspirations for a place to call home.

Sheltering Filipinos over the decades

At the core of Asian Land's "Honest Housing" philosophy lies its brand missionary and visionary approaches, aimed at reshaping urban living. Since its establishment in 1994, Asian Land has successfully executed seven fully-developed projects across Bulacan.

These projects — Grand Royale, The Woodlands, Royal Estate, and Dreamcrest Homes in Malolos City; Casabuena de Pulilan in Pulilan, Bulacan; Casa Royale in San Ildefonso, Bulacan; and The Meadows in Sta. Maria, Bulacan — draw inspiration from the intrinsic charm of Bulacan, maximizing property value while fostering a vibrant lifestyle and cultivating genuine communities that enrich the lives of residents.

Characterized by modern design amenities, such as 24-hour security services, transportation facilities, basketball courts, clubhouses, greenways, linear parks, and more, these developments not only complement but also elevate the upscale ambiance, offering residents a home and a lifestyle marked by unparalleled refinement.

Aligned with its philosophy of "Improving Lives," Asian Land has developed 300 hectares of land, with thousands more in available inventory. This ethos extends beyond the mere provision of "dream houses"; it aims to make homeownership more accessible and achievable. The company has expanded its partnerships in housing loans, boasting accreditation from 10 banks — a significant edge over typical other developers with limited bank affiliations.

"This was done so that our clients would have choices regarding where to obtain a mortgage. Because of our good partnership with the banks, we were able to provide the clients a seamless experience in loan processing," said Gianne. With 10 bank partners, Asian Land is embodying its philosophy by providing clients with financial flexibility, freedom, and convenience to finance their homes.

Since its inception, sustainability has been a guiding principle for Asian Land. From the materials it uses to the processes it conducts, the company ensures that it values the hard-earned money of its clients by producing projects that will endure the test of time.

"Sustainability is a major factor in the land planning and development process. The city zoning classification and various government restrictions are at the forefront of the consideration, as these would dictate the use of the land," shared Pia.

Before embarking on any project, the company meticulously considers natural waterways, topography, and other environmental features during the planning and development stages. This proactive approach aims to mitigate concerns such as flooding and ensure the long-term viability and resilience of its developments, so clients are assured that Asian Land is leaving no stone unturned in developing its projects.

The future is Asian Land

With the construction of the New Manila International Airport and the ongoing Philippine National Railways (PNR) 38-kilometer mass transportation railway connecting Malolos, Bulacan with the National Capital Region, Bulacan is poised to become even more centralized. Asian Land holds an optimistic outlook, foreseeing its continued prominence as a national player in the housing industry.

"There have been numerous infrastructure developments in Bulacan, and we have been preparing for them. With the opening of PNR and Bulacan airports, we are expecting an increase in sales since it will be easier to commute from Bulacan to Manila. We anticipate that workers from Manila will relocate here," Gianne shared.

But in a bigger picture, now that the real estate sector in the country is poised for optimism, Asian Land is well-prepared to play a pivotal role in sheltering 10,000 Filipino families over the next 10 years, as shared by Pia.

The company remains steadfast in its commitment to redefining urban living, as evidenced by its noteworthy upcoming projects. Recent property acquisitions in Cavite and Tarlac signify the company's expanding reach, while the anticipation for its venture into low-rise condos in Pampanga highlights market eagerness.

Gianne emphasized that Asian Land's next milestone will involve further acquisitions in Luzon and other parts of the Philippines. "At present and in the future, Asian Land's next milestone will be acquisitions — not just in Luzon but also in other parts of the Philippines. Serving all Filipinos is our goal, and we are gradually moving in that direction."

While achieving the status of having the largest inventory and being one of the major companies in Bulacan are significant milestones for Asian Land, the company's ambition doesn't end there. It remains dedicated to building the dreams of every Filipino — generation after generation — by creating spaces that value, nurture, and uplift lifestyle.