Developing a lifetime partnership
The pandemic has opened up a new era for the real estate industry. Analog-driven companies have embraced technology, enhanced their products, humanized their message and reached new markets. To successfully pilot this evolving market, public relations, marketing and corporate communications are more important than ever. These departments keep their companies and customers up to date with market conditions, help buyers navigate prospects and maintain relationships to create brand loyalty. They invariably find new ways to help push real estate into the future.Christine Roa, Group Marketing and Communications Head for Ayala Land Estates, underscores the importance of sustaining customer and community relations which develop into a “lifetime partnership.”
“This propels growth and success for the company and drives the industry towards an upward trajectory,” says Roa.
Ayala Land strikes a balance between the authenticity of face-to-face conversations and the immediacy of online transactions. “The ‘phygital’ approach leverages the digital platform to effectively drive customers onsite for a meaningful transaction,” she says.
Ayala has been known for empowering the employee who is just as important as enhancing community life through their projects. The attitude of the company trickles down to the community.
Roa says every employee is a brand ambassador who has a sense of ownership. “In turn, it generates a sense of belongingness and passion in being a part of endeavors that make a difference,” says the Ayala executive.
Sustaining the success in real estate lies in making people happy and maintaining good connections.
Ayala Land’s community involvement, whether it’s residential community or geographic, builds up its social capital.
Roa cites services aimed at enhancing city life. The One Ayala Intermodal Transport Terminal repositions the tedious daily commute into a pleasant experience. The Car-Free Sundays on Ayala Avenue invites people from all walks of life to bike and walk around the Central Business District. Then there’s the emission reduction program, Net Zero, which starts with rolling out electric vehicle stations in key sites.
Ayala Land’s motto of “Enhancing Land. Enriching Lives, and Caring for the People” reflects the Filipino value of “malasakit” (concern with compassion).
“What motivates us is being able to do and give more, and for more Filipinos. It isn’t about selling a piece of land but giving peace of mind; not just a house and lot purchase but, creating a home for your family; not merely an investment but opening up a business that can be kept for generations; not only a property appreciation but building wealth to secure the future. It isn’t the number of estates we develop, but the many mixed-use communities that integrate growth opportunities such as employment and enrichment,” explains Roa.
