A defining signature takes shape in the South
The South of Metro Manila is beginning to take shape as a prime growth corridor, driven by the steady influx of businesses, continued infrastructure improvements, and the rise of masterplanned communities.
Amid this growth, more homebuyers and investors are now turning their attention to this quarter to evaluate its potential, value, livability, resilience, and for some, the opportunity to build a legacy.
Sellers, in turn, are looking into opportunities while navigating a changed landscape.
After all, traditional selling is no longer enough. Their success depends largely on trust, credibility, and data-backed advisory that can help clients move through a changing market.
These are some of the key takeaways from the “Summit: The Signature Series 2026 Kickoff” held earlier this week for the in-house sellers of
Signature Series by SM Residences, the premium residential brand of SM Prime Holdings Inc.
The sales kickoff featured insights from industry leaders, including Joey Roi Bondoc, Research director of Colliers Philippines; Jayson Lo, entrepreneur and founder of YOUnique Personalities; and Blue Avelino, CEO of Maxwell Leadership Philippines, who spoke on leadership and operational excellence. The talks concluded with a panel discussion moderated by Inquirer Property editor Tek Samaniego.
Greater preference
In his presentation, Bondoc made a strong case for the viability of lot-only developments, both within and outside the capital region.
“We believe that the demand for horizontal is unequivocal, meaning it will continue to grow,” Bondoc said. “We’re seeing greater preference for lot-only (developments), and they will become more attractive moving forward because we have limited supply, growing demand, massive potential for price appreciation, and improving connectivity… A very good location will, of course, help you achieve very strong demand and, of course, price appreciation.”
He also pointed out the growing preference for bigger and more open spaces—something that only a handful of horizontal developments in lush quarters of the metro, like Susana Heights in Muntinlupa City, can readily provide. Think spacious lot cuts in a masterplanned, lush, and sustainable setting that is still within Metro Manila.
Susana Heights marks the initial foray of the Signature Series, which is currently offering build-ready residential lots, ranging from 500 sqm to 900 sqm, within the existing village.
This new player, however, will also be soon unveiling its own flagship residential community, which will feature more expansive residential lots ranging from 700 sqm to 1,100 sqm.
A new ‘ABC’
Lo, for his part, shared inspirational anecdotes and strategies, challenging the in-house sellers of Signature Series to rethink their role and relationship with their clients.
“In sales, it’s ABC, ABC, ABC. But it’s no longer just the ABC that we were familiar with—always be closing. It’s not the case anymore. It should now be always be connecting,” Lo said.
He noted that today’s buyers are now armed with more online information than ever, so much so that the broker’s edge is no longer mere access to listings.
“Before, you were the expert. Now, that’s no longer the case. Sometimes our clients know more than us because they research competition. So now you become an advisor, a confidant,” he said.
Lo added that technology is necessary but not sufficient. The goal, he stressed, should be a balance of being high-tech while remaining “high-touch” with your clients.
Credibility, influence, and legacy
Avelino’s message to Signature Series’ in-house sellers was meanwhile simple but powerful.
As he expounded on what leadership and operational excellence mean in the context of selling real estate, Avelino told sellers that when you know your own purpose, follow a disciplined daily process, and genuinely care about your clients’ dreams, you get to build credibility and influence—the real currency of leadership.
He further added that in this space, they go beyond selling property. Sellers are instead leading their clients toward a legacy investment that will outlive them.
Defining signature
Ultimately, all of this points to one thing: The sale must go beyond the space itself. It is about offering an address that aligns with the ambitions of an emerging affluent class—set within a growing corridor, surrounded by greenery, and anchored by a trusted Filipino brand.
And this is how Susana Heights establishes itself as the South’s defining signature today.
