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Manila Bulletin devider Business devider The Stock Market devider Arthaland pivots to mid-market housing to dodge industry glut

Arthaland pivots to mid-market housing to dodge industry glut

Published Jun 22, 2026 12:00 am
Una Apartments Tower 2 topping off ceremonty L-R: Oliver L. Chan, Executive Vice President of ARTHALAND; Leandro Locsin, Jr., Administrator and Consultant of Leandro V. Locsin Partners; Marivic S. Victoria, Chief Finance Officer of ARTHALAND; Jaime C. González, Vice Chairman & President of ARTHALAND; Cornelio S. Mapa, Treasurer & Executive Vice President of ARTHALAND; Leilani G. Kanapi, Vice President of ARTHALAND; and Gerry Esquivel, President of ASEC Development and Construction Corporation.
Una Apartments Tower 2 topping off ceremonty L-R: Oliver L. Chan, Executive Vice President of ARTHALAND; Leandro Locsin, Jr., Administrator and Consultant of Leandro V. Locsin Partners; Marivic S. Victoria, Chief Finance Officer of ARTHALAND; Jaime C. González, Vice Chairman & President of ARTHALAND; Cornelio S. Mapa, Treasurer & Executive Vice President of ARTHALAND; Leilani G. Kanapi, Vice President of ARTHALAND; and Gerry Esquivel, President of ASEC Development and Construction Corporation.
Arthaland Corp., the boutique green developer controlled by the Po family, is expanding deeper into the mid-market residential segment to diversify from its traditional luxury portfolio and capture broader demand amid an industry-wide supply glut.
Oliver L. Chan, Arthaland executive vice president and chief sustainability officer, said the company is targeting ₱3.9 billion in sales from the newly launched third tower of its Una Apartments project in Biñan, Laguna.
Tower One generated ₱2.5 billion in sales while the second tower will bring in a total of ₱3.6 billion.
The push follows strong demand for the development’s first two towers, which are nearly sold out.
The shift comes at a challenging time for the broader local property sector, where the middle-income segment is grappling with oversupply. Despite the headwinds, Arthaland has maintained its sales momentum by leveraging its niche as a specialized sustainable developer.
“Because we're a mid-sized property company, we're able to move much faster than the big ones,” Jaime C. González, Arthaland vice chairman and president, said in an interview, adding that the firm is closely monitoring costs and project timelines.
“Over the medium term, my personal feeling is residential property will continue to be very good. The economy is growing, and the young population is aspiring to have their own family units,” González added.
The five-tower Una Apartments development is located within Sevina Park, an eight-hectare master-planned estate that holds Platinum LEED certifications for both neighborhood development and homes. The project has drawn interest from investors, international retirees, and parents of students at the adjacent De La Salle University campus.
Tower One, which launched in September 2022, sold out within 10 months, while Tower Two is 83% sold following its recent structural topping-off. Turnovers for the second tower are scheduled for 2028. Tower Three will add 431 units across 17 physical floors to the estate's inventory, adding to the 392 units in Tower One and 413 units in Tower Two.
Prices at the project have appreciated significantly. Studio units, measuring 28 square meters, are currently priced at ₱6.5 million, up 22.6% from their introductory price of ₱5.3 million. One-bedroom units spanning 38 square meters now sell for ₱8.5 million, reflecting an 11.8% increase from the initial ₱7.6 million price tag.
Arthaland plans to replicate the mid-market model in other high-growth, highly connected areas while maintaining its presence in luxury developments. The company claims its sustainable building designs reduce water and energy consumption by up to 20% through efficient cooling, lighting, and low-flow plumbing, which appeals to cost-conscious buyers.
“Access to world-class, sustainable products should be available to everyone and not limited to luxury and upscale market segments," Chan said.

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Arthaland Corporation Jaime C. González Oliver L. Chan
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