Primeworld Land: A dynamic developer coming into full bloom

Primeworld CEO Sherwin John Uy has been present on the ground at every key milestone. —CONTRIBUTED PHOTOS

What an exceptionally dynamic year it has been so far for Primeworld Land Holdings Inc.

Building on its expansion plans, it broke ground on multiple residential developments across the country while also marking its entry into the hospitality sector this year. This direction is reflected in the active leadership of Sherwin John Uy, the company’s CEO, who has been present on the ground at every key milestone.

Uy was in Bamban, Tarlac for Primeworld Centrale PH 1 in January; in Mactan, Cebu for Tower L at Primeworld District in February; and in Santiago City, Isabela for Primeworld Suburb in March. By April, he had secured a deal with the Hilton Group to launch the first Hilton Garden Inn in the Philippines—a clear indication of the company’s expanding footprint beyond residential developments.

This early, Primeworld already garnered numerous accolades thus earning the trust of homebuyers.

Humble beginnings

In an exclusive interview with Inquirer Property, Uy shared that their main company was primarily into the nationwide distribution of construction equipment. Through this, they met a lot of people from different localities.

“We discovered opportunities along the way and invested in different properties in different provinces where there is demand for affordable, quality housing,” he said.

This firsthand exposure shaped Primeworld’s early vision. From its humble beginnings, the company developed a deep understanding of the Filipino aspiration for homeownership.

Primeworld began as a pocket housing developer in 2010, launching the 10-unit Levanaville in Quezon City. Since then, it has evolved into a serious player in residential real estate, delivering more expansive communities with affordable homes—built with craftsmanship, designed to provide peace of mind and long-term security for families.

These projects include Rafaela Homes in Baliuag, Bulacan, and Miraville Homes Phase 1 in Butuan City, launched in 2016 and 2017, respectively. The following year, it launched condominium project Tower P in Lapu-Lapu City as part of a bigger township.

Primeworld began as a pocket housing developer in 2010 and has since evolved into a serious player in residential real estate.

Challenges

However, just as Primeworld was gaining momentum, the onset of the COVID-19 pandemic presented unprecedented challenges that tested the company’s resilience. It was during this critical period in 2021 that Uy joined the family business, bringing in renewed energy and a fresh perspective as the company navigated the pandemic and prepared for diversification.

Before joining Primeworld, Uy gained experience as a Management Trainee from a multinational firm. He graduated from Ateneo de Manila University with a Management degree and a minor in Enterprise Development.

According to Uy, they had to endure construction delays and buyer cancellations during the pandemic, while addressing health risks.

“But we were able to turn it around,” said Uy.

Since 2021, Primeworld completed four housing developments and three condominium towers, even launching new projects. Some projects even fetched accolades from prestigious award-giving bodies like PropertyGuru, Dot Property, Lamudi, and International Property Awards.

Uy continues to bring renewed energy and a fresh perspective to the company

Full grown developer

Today, Primeworld is a full grown housing development firm with market presence across key cities. Its pipeline includes over 5,000 housing units from Tarlac to Agusan. Soon, it will also become a new force in Philippine hospitality through Hilton Garden Inn, which is expected to drive commercial growth into Primeworld townships.

“Our goal is to add value to our developments by bringing in multinational partners and brands like Hilton and Accor,” Uy said.

Primeworld is, thus, not just improving its bottomline but also—and more importantly—curating a lifestyle that brings excitement and inspiration to dwellers.

“It’s all about foreseeing what the market needs and wants, and understanding what they’re capable of,” Uy explained. “Business-wise, we can be creative with what we’re doing. There’s flexibility in our growth direction. From housing development, we’re now exploring other segments. The community is also diverse, warm and exciting. There’s a lot to learn from everyone.”

And everyone, according to Uy, includes the competition, whom he considers as friends sharing the same goal.

Primeworld describes that goal thus: “to build homes of exceptional quality in safe, healthy communities where everyone feels valued, secure, comfortable and empowered.”