Mid-market specialist set to reach new Heights

Avida Land is taking its latest development “to the next level” with its upgraded features and facilities. —CONTRIBUTED PHOTOS

Avida Land is scaling new heights on Katipunan Avenue with a residential tower poised to define its “next generation” developments.

In a press briefing earlier this week, the mid-income residential brand of Ayala Land Inc. formally unveiled The Heights Katipunan, Avida’s first standalone development along the academic and lifestyle corridor of Quezon City. Interestingly, this P3.1-billion project is also envisioned as the blueprint for Avida’s future developments, as The Heights Katipunan promises to be smarter, more secure, more tailored to its market, while remaining firmly anchored on the middle-income sweet spot.

An evolution

Avida Land president Raquel Cruz said the upcoming vertical community marks an evolution in the company’s portfolio, aimed at keeping its projects attuned to changing market needs.

“What we’re trying to do is to up the quality of developments of Avida,” Cruz told Inquirer Property. “This (will be) a very different Avida offering in terms of making sure that residents are secure, can enjoy the amenities, and have access to everything they need. We’re reaching new heights with The Heights Katipunan.”

Avida Land COO Aris Gonzales added that they are taking their latest development “to the next level” with its upgraded features and facilities. The company even tapped a foreign consultant, The Buchan Group Pty Ltd., to develop the tower’s facade.

“We are excited. This future development will redefine the skyline in the Katipunan area… and will (form part of) Avida’s next generation of residential towers,” Gonzales added.

(From left) Hans Lopez-Vito, Ayala Land head of Brand Experience and Strategy – RBG, Corporate, and Estates; Anne Baylon-Jara, Avida Land head of Marketing – Core RBG; Raquel Cruz, Avida Land president; Bing Gumboc, Avida Land national sales head; and Aris Gonzales, Avida Land COO and PSMG head

(From left) Aris Gonzales, Avida Land COO and PSMG head; Kris Cabaltera, Human8 Research director; Joey Bondoc, Colliers International Philippines Research director; Raquel Cruz, Avida Land president; Bing Gumboc, Avida Land national sales head; Anne Baylon-Jara, Avida Land head of Marketing – Core RBG; and Hans Lopez-Vito, Ayala Land head of Brand Experience and Strategy – RBG, Corporate, and Estates

Strong value proposition

Scheduled for completion in September 2030, this single- tower project will offer 758 units, comprising of studio, one-bedroom, and two-bedroom cuts. Prices start at P6.7 million.

Its location, too, is seen to be one of its strongest value propositions. Situated across Miriam College and

Ateneo de Manila University, The Heights Katipunan places residents in the midst of prestigious institutions, commercial centers, dining hubs, and other everyday conveniences.

The Heights Katipunan’s amenities are tailored toward functionality.

While The Heights Katipunan was primarily intended for students, Gonzales said it was also designed to cater to starting families and empty nesters downsizing from their homes. For these end-users, the development offers accessibility, security, convenience, and thoughtfully designed communal spaces.

For investors, the address offers sustained rental demand from the steady influx of students and employees in the Katipunan-C5 corridor, along with long-term capital appreciation potential.

That promise of value is already translating into strong early interest. Avida Land national sales head Bing Gumboc said The Heights Katipunan has recorded P900 million in reservation sales within just two weeks of opening to the market.

The Heights Katipunan offers accessibility, security, convenience, and thoughtfully designed communal spaces.

Lifestyle considerations

Beyond the numbers, The Heights Katipunan is being shaped by lifestyle considerations that reflect Avida’s push to make vertical living more efficient and intuitive.

This can be seen in its features that include RFID-enabled elevators that restrict floor access, digital smart locks with mobile capability, and CCTV coverage on every floor.

It’s also evident in its amenities, which are tailored toward functionality. Study halls, private pods and meeting rooms support online classes and remote work, while covered al fresco areas provide spaces for downtime. Traditional leisure facilities like the pool and gym are complemented by exclusive upper-floor family lounges and play areas.

Traditional leisure facilities like the pool and gym are complemented by exclusive upper-floor family lounges and play areas.

Strategic life planning

These mirror a broader shift in how buyers approach homeownership. Residents, particularly the younger generation, are no longer simply looking for proximity, but rather for environments that help them optimize their daily lives, said Kris Cabaltera, Research director at Human8, a global marketing insights consultancy.

Cabaltera described this mindset as “strategic life planning,” noting that consumers are increasingly focused on living in communities that reduce everyday friction.

It is precisely because of these lifestyle priorities that developers are recalibrating their offerings. It is also within this changing landscape that Avida sees a clear window of opportunity.

“With the right product, right pricing, right location, there is still that middle income market who wants to invest. We know there’s still an opportunity, and The Heights Katipunan is definitely one prime opportunity,” Cruz added.