Magnolia Place, Tandang sora Ave, Quezon City
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Magnolia Place, Tandang sora Ave, Quezon City Magnolia Place, Tandang sora Ave, Quezon City Presentation Transcript

  • MAGNOLIA PLACE PROJECT BRIEF PRESENTATION 09.30.08
  • OVERVIEW TOTAL SIZE OF DEVELOPMENT: APPROXIMATELY 3.29 HA TYPE OF DEVELOPMENT : MID-RISE RESIDENTIAL CONDOMINIUM DEVELOPMENT (5 STOREY-BLDG) DOUBLE-ROW AND SINGLE-ROW BUILDING TYPES THEMED-DEVELOPMENT COMPOSITION : 13 BUILDINGS APPROXIMATELY 843 UNITS UNIT TYPES: 2-BR AND 3-BR SIZE OF AMENITY AREA/ : APPROXIMATELY 1.5HA OPEN SPACES NO. OF PARKING LOTS : APPROXIMATELY 530 PARKING SLOTS
  • LOCATION
  • THE PROPERTY THE PROJECT IS LOCATED ALONG TANDANG SORA AVENUE EXTN. IN QUEZON CITY
  • SM North DISTANCES 3.4 KILOMETERS Trinoma 3.3 KILOMETERS NOVALICHES PROPER NORTH QC 4.5 KILOMETERS 9 KILOMETERS THE SITE UP Ayala Technopark 6 KILOMETERS MAKATI CBD 19.5 KILOMETERS ORTIGAS CBD ARANETA CENTER 12 KILOMETERS 8.5 KILOMETERS
  • DISTANCES COMMERCIAL / BUSINESS • Makro – 0.80 Km • PriceSmart – 2.80 Km • SM North – 3.40 Km • Trinoma – 3.30 Km • Uniwide Sales- 4.8 Km • ABS – CBN – 5.37 km • GMA 7 -- 6.33km km • UP Ayala Techno Park – 6.0 Km • SM Fairview – 9.0 Km SCHOOLS • University of the Philippines – 6.0 Km • Ateneo De Manila – 9.20 Km • Miriam College – 7.5 Km • Metro Manila College – 5.5 Km • New Era University – 5.0 Km HOSPITALS • Philippine Lung Center – 5.42 Km • Philippine Heart Center – 5.81 Km • Philippine Kidney Institute – 5.48 Km • Veterans Memorial Medical Center – 3.20 Km • East Avenue Medical Center – 5.5 Km • V. Luna Medical Center – 6.0 Km
  • COMPETITIVE LANDSCAPE
  • Q.C. COMPETITORS LAND NO. O F PROJECTS LO CATIO N DEVELO PER AREA UNITS CONDO M INIUM S M AG NO LIA TANDANG SORA DM CI HO M ES 3.29 HAS. 843 PLACE AVE. EXT., QC NO RTH BELTO N Q UIRINO HIG HW AY , QC ETON PRO PERTIES 13.8 HAS 400 FRANCESCA M INDANAO AVE., Q C AI-LA INTEG RATED 8,000 SQ M 290 RO Y ALE CHERRY ORCHARD CO NG RESSIO NAL AVE., LK G LOBAL DEV'T 4,000 SQ M 482 SUITES QC GRASS BAGO BANTAY Q C SM DEVELO PM ENT 3.6 HAS. 1,876 RESIDENCES NEW SAN JO SE VICTORIA STATIO N EDSA-KAM UNING, Q C 4,000 SQ M 655 BUILDERS LO TS ONLY CITI PLAZA III TANDANG SORA AVE., Q C CITIHO M ES 2 HAS. 66 M ETROVILLE TANDANG SORA AVE., Q C CITIHO M ES 2,000 SQ.M . 13 • 7 projects were identified as competitors of Magnolia Place Project in Quezon City (5 condominiums and 2 lots only projects). • Active players in the area Eton Properties (North Belton), SM Development (Grass Residences) and New San Jose Builders (Victoria Station).
  • UNIT MIX & SELLING PRICE NO. OF UNIT FLOOR TCP RANGE AVE. PROJECTS AVE. TCP UNITS TYPE AREA LOW HIGH PRICE/SQ.M. CONDOMINIUMS 2 BR 42.00 2,280,000 2,816,000 2,515,133 43,741 MAGNOLIA PLACE 79 2 BR 49.50 2,803,000 3,024,000 2,865,241 43,086 (VERAWOOD BLDG.) 3 BR 66.00 3,460,000 4,135,000 3,773,600 41,929 MAGNOLIA 2 BR 49.50 3,078,000 3,353,000 3,151,489 47,391 PLACE 55 (LIANA BLDG.) 3 BR 66.00 4,339,000 4,495,000 4,416,200 48,798 2 BR 30.00 - 33.00 1,330,000 1,487,000 1,408,500 44,697 NORTH BELTON 400 3 BR 42.00 1,893,000 1,893,000 45,071 1 BR 25.30 - 26.50 1,180,000 1,290,000 1,235,000 47,660 FRANCESCA 290 2 BR 35.20 - 38.60 1,640,000 1,810,000 1,725,000 46,741 ROYALE 1 BR LOFT 42.50 - 54.30 1,980,000 2,610,000 2,295,000 47,327 1 BR 22.00 1,320,000 1,340,000 1,330,000 60,455 CHERRY ORCHARD 482 2 BR 40.00 - 44.00 2,360,000 3,130,000 2,745,000 65,068 SUITES 1 BR LOFT 37.50 - 41.00 2,810,000 3,210,000 3,010,000 76,613 1 BR 22.00 - 37.00 1,579,000 3,047,000 2,313,000 77,062 GRASS 1,876 2 BR 46.00 - 53.00 3,431,000 5,104,000 4,267,500 85,444 RESIDENCES 3 BR 68.00 - 70.00 5,709,000 6,944,000 6,326,500 91,578 VICTORIA STATION 655 3 BR 37.00 - 68.00 1,710,907 4,060,966 2,885,937 52,981 LOTS ONLY CITI PLAZA III 66 LOTS ONLY 80.00 - 88.00 2,146,240 2,360,864 2,253,552 26,828 METROVILLE 13 LOTS ONLY 67.00 - 68.00 1,840,000 2,200,000 2,020,000 24,000 • MAP offers 2-BR and 3-BR unit configurations which are larger in floor areas than North Belton’s, Cherry Orchard Suites. • MAP’s price per sqm. is generally priced competitively against most competitors. Its price per sqm also is more affordable than Cherry Orchard Suites, Grass Residences.
  • PRICE SEGMENT MONTHLY AMORTIZATION RANGE REQUIRED MONTHLY HOUSEHOLD PRICE SEGMENT (20/80, 10YTP at 17% Int. rate) INCOME (30%) 700,000 - 1.3M ECONOMIC 9,748 - 18,075 35,000 - 65,000 1.3M - 2.5M CORE-MID 18,075 - 34,760 65,000 - 120,000 2.5M - 5M UPPER-MID 34,760 - 69,520 120,000 - 250,000 5M - 7M SINGLE A HIGH-END 69,520 - 97,330 250,000 - 350,000 7M - 15M AA HIGH-END 97,330 - 208,560 350,000 - 700,000 15M - UP AAA HIGH-END 208,560 and up 700,000 and up NO. OF FLOOR PROJECTS UNIT MIX PRICE RANGE UNITS AREA 2 BR 275 42.00 2,786,000 MAGNOLIA 2 BR 368 49.50 3,037,000 3,353,000 PLACE 3 BR 200 66.00 4,153,000 4,495,000 • Magnolia Place Target Market – UPPER MID SEGMENT with a COMBINED MONTHLY HOUSEHOLD INCOME of P120,000 – 250,000.
  • SALES TAKE-UP R E M A IN IN G AVE. SALES PR O JEC T S N O . O F U N IT S U N IT S S O L D % U N IT S PER M ONTH M A G N O L IA 843 PLAC E AS O F M AR C H 2008 C H ER R Y O R C H AR D 482 254 53% 228 25 S U IT E S FRANCESCA 290 170 59% 120 5 R O Y ALE C IT I P L A Z A III 66 25 38% 41 3 M E T R O V IL L E 13 11 85% 2 2 AS O F JU LY 2008 NORTH BELTON 400 178 45% 222 25 G RASS 1 ,8 7 6 1 ,4 6 8 78% 408 105 R E S ID E N C E S V IC T O R IA S T A T IO N 655 579 88% 76 17 • Available units for sale of competition – 1,097 units
  • COMPETITOR USP / VPS NORTH B ELTON NORTH BELTON – Mixed Use Development with Retail Component. Low monthly amortization thru Bank Financing CHERRY ORCHARD SUITES CHERRY ORCHARD SUITES – Strong Advertising/Promotional Campaigns (“Boy Abunda”, Radio Ads and Appliance Promo) GRASS RESIDENCES GRASS RESIDENCES - Convenience to Malls, 80% open space, resort- type amenities VICTORIA STATION VICTORIA STATION – Transportation Oriented (MRT Kamuning / EDSA) and Accessibility
  • KEY FACTORS / STRENGHTS OF MAP OVER COMPETITION NORTH BELTON – Cramped floor plan layout, developer has no track record yet in the industry GRASS RESIDENCES – High price per sq.m. VICTORIA STATION – Fronting Highway (Noise and Air Pollution), Poor unit finish (Bare Type) CHERRY ORCHARD SUITES – Developer is not known in the industry and no track record yet FRANCESCA ROYALE – Poor construction quality and unit finishes METROVILLE AND CITI PLAZA – High lot price per sq.m., housing component at a separate price
  • TARGET MARKET
  • DEMOGRAPHICS Primary market (upgraders in Q.C.) - first time buyers/upgraders in Quezon City aged 31 to 40 yrs. old with gross monthly income of Php 110,000- Php120,000. With toddlers and pre-school children. Secondary market – young growing middle-income families coming from nearby provincial cities/ areas looking for a halfway home.
  • PSYCHOGRAPHICS They are young growing middle-income families aspiring to have a work and home life harmony. They want to purchase their own home and start a life of their own. They need to be inspired and recharged to be able to give quality time for their family and for work/profession. They are concerned to give their children better future and at the same time, assurance that their children will grow up with positive dispositions.
  • PROJECT NAME & LOGO
  • VALUE PROPOSITION
  • What : The only mid-rise subdivision in northern Quezon City How : That offers a genuine tropical environment with verdant landscapes and a curvilinear park Who : For the young growing families with modest income Why : Aspiring to live in a secured and accessible community Where : Within reach from the city’s business and activity centers When : In a time of stressful urban living
  • City of New Horizons Strategically located along Tandang Sora Avenue, Quezon City. It is in close proximity to top notch educational centers such as University of the Philippines and Ateneo de Manila. Major commercial retail establishments like Trinoma, The Block at SM City and Gateway at the Araneta Center, and the biggest broadcast communication centers in the Philippines, ABS-CBN and GMA network are just minutes away. Also, U.P.–Ayala Technopark and Eton Centris which will cater BPO centers provide exciting career opportunities.
  • Neo-Asian Architecture and Efficiently Planned Spaces Magnolia Place is a residential community composed of thirteen medium rise 5-storey buildings in single row and double row configurations, which features contemporary Neo-Asian architecture carefully planned and laid-out to ensure that living spaces are efficient and functional. Earth tones such as beige and brown are used to provide interesting contrast to a predominantly light exterior while adapting a tropical design with touches of Asian artistry in its building interiors. Each mid-rise residential unit comes with a balcony and features single-loaded corridors and landscaped atriums for efficient lighting and proper ventilation.
  • Tropical-themed Landscapes & Design Concept Wander the lavishly adorned Central Curvilinear Park which is half-kilometer long. It features a tree-lined avenue, walkways and special street paving which is perfectly complemented by a wide variety of flowering vines and colorful planting strips in its entire stretch. This organic atmosphere evokes a tranquil and relaxing effect to its residents relieving them from the stress of frenetic city living. With 60% of the entire land area dedicated to open spaces and common areas which includes amenities, parks, gardens, water features and roads.
  • Worry-free lifestyle within fringes of the city center Come home to a secure, relaxing haven, wherein the feel of nature is abound in every corner of the development. The project features an impressive guarded entrance gate with full-front landscaping features, electrified perimeter fence, and a 24-hour roving security personnel ensuring your family’s safety at all times.
  • A worthy destination to come home to, everyday Magnolia Place offers a relaxing resort destination right within the confines of your home, highlighted by three distinct themed gardens (rock, earth and wood), pocket parks, water features, pools, play court and playground which are evenly spread throughout the development, allowing you to build stronger bonds and healthier ties with your family everywhere you go. Here, you can refresh your tired minds and find new ideas at the wide open spaces and inspiring themed garden and pocket parks. These themed gardens are uniquely planned, offering a rejuvenating retreat that allows you to directly commune with nature. Those who want to stay healthy and active may make use of the tropical style pools, multi-purpose play court and fitness gym to their heart’s content.
  • CREATIVE PLATFORM & RATIONALE
  • Building on the strong “nature” proposition of Magnolia Place, the creative campaign is hinged on inspiration derived from being surrounded by nature during a family’s bonding “pocket” moments.
  • Communication Strategies Build awareness on DMCI Homes within Northern Q.C. – establish unique product components of every DMCI Homes property. Highlight the project’s curvilinear park and nature themed community which features tree-lined avenue and walkways as its unique competitive advantage amongst its competitors. Highlight Medium rise horizontal development spacious look and various amenities found in every corner of the development. Concept of natural features such as landscape and parks fits the benefit of relaxation from urban stress. A better, safer place for children to grow up in.
  • Merchandising In Place
  • Board-ups Onsite
  • PROJECT IN FOCUS
  • SITE DEVELOPMENT Building height of Approximately 3 meter-high approximately 14.9 meters Distance between electric perimeter fence to buildings 9 meters secure the whole (5-storeys) development Provision for street IVY parking (parking slots inside buildings also TU available) L IP HYACINTH VE KI RB W EN I Grand Entrance AZALEA & Guardhouse A LIANA SO LA ND RA E VIC IN T OR SM IA JA D E HN W OO P Y DA ND VERA GU B UR
  • DESIGN CONCEPT THE SHAPE OF THE LOT RESEMBLES THE SWEEPING FORM OF A CREEPING VINE
  • DESIGN CONCEPT BRANCH (Main Road) LEAVES (Buildings) FLOWERS (Amenities) THE UNIQUE SHAPE OF THE LOT EVOKES AN ORGANIC INSPIRATION TO FOCUS ON LANDSCAPING AS THE MAIN FEATURE OF THE DEVELOPMENT
  • DESIGN CONCEPT IMPRESSIVE ENTRANCE GATE CIRCULAR WATER FEATURE AT THE ROAD’S END IVY 1 Development TU resembles a L IP HYACINTH V CURVILINEAR KI ER B W EN I 5 AZALEA A PARK LIANA SO LA ND RA NE VIC T SMI OR NE JA D IA W OO PH Y TREE-LINED AVENUE W/ DA ND U VERA SIDEWALK & PLANTING STRIP U RG B SPECIAL PAVING AT STREET CORNER/ BEND 2 FLOWERING VINES FOR PLANTERS & GROUNDCOVER 4 3
  • DESIGN CONCEPT THE DESIGN INTENT IS TO HAVE LUSH & COLORFUL LANDSCAPING THROUGH THE FLOWERS AND VINES ON THE BUILDING FAÇADE AND ITS PLANTING STRIP, AND IN THE THEMED GARDENS & POCKET PARKS.
  • PLANT PALETTE Palms and Shrubs
  • PLANT PALETTE Trees
  • DESIGN CONCEPT PLANTER PLANTER BUILDING BUILDING 1.50 m PLANTING SIDEWALK CARRIAGEWAY (at least 7m width) SIDEWALK PLANTING CURVILINEAR PARK WIDTH FLOWERING VINE-2 FLOWERING VINE-1
  • ARCHITECTURAL THEME ARCHITECTURE STYLE: NEO-ASIAN CONTEMPORARY - modern interpretation of traditional Asian characteristics Earth-toned walls & roof Deep-set balconies with railing treatment Alternating Overhangs Accents of brick & beige moldings Use of modern material finishes, and touches of Asian art or artifacts
  • AMENITIES CONCEPT WATER FEATURE BASKETBALL COURT THEMED GARDENS IVY TU L IP HYACINTH VE KI RB W EN I AZALEA A LIANA SO LA ND RA NE VIC SMI T OR IA JA NE D Y WOO PH ND DA U RG VERA B U POCKET PARKS CLUBHOUSE POOL AREA PLAYGROUND
  • AMENITIES CONCEPT THE DEVELOPMENT RESEMBLES A TREE-LINED, CURVILINEAR PARK, WITH FEATURES, SUCH AS: • CLUBHOUSE • ADULT AND KIDDIE POOL • CHILDREN’S PLAYGROUND • BASKETBALL COURT • THEMED GARDENS & POCKET PARKS • WATER FEATURES AT ROTUNDAS
  • THEMED GARDENS ROCK GARDEN PARK: WITH BOULDERS, PEBBLE WALKWAYS, AND ROCK WALL FEATURES WITH HANGING PLANTS AND CREEPING VINES. EARTH GARDEN PARK: LANDSCAPED AREAS WITH EARTH MOUNDS OF DIFFERENT HEIGHTS COVERED WITH GRASS FOR CHILDREN TO CLIMB AND ROLL ON. WOOD GARDEN PARK: A PARK WITH A TREE-HOUSE MADE OF WOOD ATOP A GRASSY LANDSCAPE WITH SEATING AREA MADE OF WOOD STUMPS.
  • CLUBHOUSE PERSPECTIVE CLUBHOUSE FACADE MIRRORS THE STYLE / LOOK OF THE ENTRANCE GATE AS WELL AS THE CONDO BUILDING’S FAÇADE.
  • CLUBHOUSE Security Water Re-filling Office Station Property Manager’s Office Convenience Game Room Store Audio-Visual Room LOWER GROUND FLOOR PLAN Laundry Pick-up
  • CLUBHOUSE Bar Lounge Meeting Room UPPER GROUND FLOOR PLAN
  • CLUBHOUSE Function Locker Room Room Fitness Gym SECOND GROUND FLOOR PLAN
  • BUILDING PERSPECTIVE
  • FACADE CONCEPT Inside-corridor building façade perspective THE CONDO BUILDINGS TAKE OFF FROM THE WELL-RECEIVED DESIGN OF RIVERFRONT RESIDENCES HIGHLIGHTING NEO-ASIAN CONTEMPORARY DETAILS SUCH OVERHANGS & BALCONIES. WHEN INTEGRATED WITH THE LANDSCAPING, THIS RESULTS TO A VERY UNIQUE DESIGN CONCEPT FOR THE QUEZON CITY REAL ESTATE MARKET.
  • FACADE CONCEPT Single-row building façade perspective THIS MODEL / LAYOUT REPRESENTS A NEW DESIGN CONCEPT FOR DMCI HOMES.
  • BUILDING FEATURES • SINGLE-LOADED DESIGN • INSIDE-CORRIDOR BUILDINGS WITH LANDSCAPED ATRIUM AND CENTRAL LIGHT COURT WITH SKYLIGHT • FIRE EXITS AT THE END OF BOTH WINGS • BALCONIES IN ALL UNITS • UTILITY / SERVICE AREA AT THE ROOF DECK • COVERED PARKING AT THE LOWER GROUND FLOOR • 2 FIRE CABINETS (FIRE EXTINGUISHERS AND FIRE HOSE) IN EVERY LEVEL • INDIVIDUAL MAILBOXES
  • TYPICAL BLDG. PLAN (INSIDE CORRIDOR BUILDING) BALCONY 3BR 3BR 66 66 SQM SQM HALLWAY 3BR 3BR 66 SQM 66 SQM 2BR 2BR 49.5 SQM FACING AMENITIES 49.5 SQM 42 SQM THIS TYPICAL BUILDING PLAN CONSISTS OF DOUBLE ROW OF 49.5 SQM UNITS AND VARIES IN LENGTH DEPENDING ON NUMBER OF TOTAL UNITS PER FLOOR 66 SQM
  • TYPICAL BLDG. PLAN (SINGLE-ROW BUILDING) 3BR 2BR 2BR 3BR 66 49.5 49.5 66 SQM SQM SQM SQM BALCONY HALLWAY FACING AMENITIES 66 SQM THIS TYPICAL BUILDING PLAN CONSISTS OF SINGLE ROW OF UNITS AND VARIES IN LENGTH DEPENDING ON NUMBER OF TOTAL UNITS PER FLOOR 49.5 SQM
  • UNIT FEATURES
  • TYPICAL BLDG. PLAN Unit Types Unit Sizes 2-Bedroom Inner Unit 42.00 sqm 2-Bedroom Inner Unit 49.50 sqm 3-Bedroom End Unit 66.00 sqm
  • UNIT PLAN *Each unit comes with a service area with approximate size of 7 sqm – 10 sqm
  • UNIT PLAN *Each unit comes with a service area with approximate size of 7 sqm – 10 sqm
  • UNIT PLAN *Each unit comes with a service area with approximate size of 7 sqm – 10 sqm
  • TURNOVER FINISHES Floor: Bedrooms: Wood Parquet with baseboard Dining/Living/ Kitchen: Ceramic tiles with baseboard Toilet & Bath: Unglazed ceramic Tiles Wall: Painted finish Ceiling: Painted plain cement finish Toilet & Bath: Painted ficemboard finish Kitchen: Granite countertop with cabinet system Toilet Fixtures: Provided with: Watercloset Wall-mounted shower Undercounter lavatory (master’s T&B) Half-pedestal lavatory (common T&B) Toilet paper & soap holders Doors: Wooden panel door / aluminum sliding door (for balcony doors) Windows: Aluminum sliding windows
  • TURNOVER FINISHES Wood Parquet with baseboard Granite Kitchen Countertop Ceramic Tiles Kitchen Cabinets
  • TURNOVER FINISHES Master’s T&B Lavatory Common T&B Lavatory Main & Bedroom Doors Toilet Doors Solid wood-paneled door Solid wood-paneled w/ louvers
  • FACILITIES & SERVICES
  • DEVELOPMENT FACILITIES SECURITY: GUARDED ENTRANCE GATE PERIMETER WALL & ELECTRIFIED FENCE ROVING SECURITY PERSONNEL UTILITIES: ELEVATOR FOR EVERY BUILDING OVERHEAD WATER TANK UNDERGROUND CISTERN PROVISION FOR CABLE TV, TELEPHONE LINE INDIVIDUALLY METERED ELECTRICITY & WATER CENTRALIZED GARBAGE DISPOSAL AREA
  • PMO SERVICES • General maintenance of common areas • Roving security personnel for common areas • Move-in assistance • Utilities application and payment assistance • Realty Tax payment assistance • Leasing Program * • Car wash service * • Taxi call-in service • Newspaper delivery * * Services for a fee • Organizing of community events
  • PRICING
  • UNIT PRICING DOUBLE-ROW BUILDING (INSIDE-CORRIDOR) Cash Price Unit Type / Size List Price (10% Discount) 2-Bedroom (42.00 sqm) 2,280,000.00 - 2,816,000.00 2,052,000.00 - 2,534,400.00 2-Bedroom (49.50 sqm) *** 2,803,000.00 - 3,024,000.00 2,522,700 - 2,721,600.00 3-Bedroom (66.00 sqm) *** 3,460,000.00 - 4,135,000.00 3,114,000.00 - 3,721,500.00 SINGLE-ROW BUILDING Cash Price Unit Type / Size List Price (10% Discount) 2-Bedroom (49.50 sqm) *** 3,078,000 - 3,353,000.00 2,770,200.00-3,017,700.00 3-Bedroom (66.00 sqm) *** 4,339,000.00 - 4,495,000.00 3,905,100.00-4,045,500.00 Prices are in Philippine Peso currency; ** Residential units priced at Php 2.5M or above will have 12% VAT. *** In this case, these units are already VAT-inclusive.
  • PAYMENT TERMS Reservation Fee: Php 20,000 Option 1: Cash with 10% discount payable in 30 days Option 2: In-House Financing 20% - 80% scheme 20% Downpayment payable in 15 months at 0% interest Can move in after full payment of DP 80% Balance payment under a 5-year term at 13.0% interest per annum a 10-year term at 17.0% interest per annum Option 3: Bank Financing 20% - 80% scheme 20% Downpayment payable in 15 months at 0% interest Can move in after full payment of DP 80% Balance payment under a 10-year term at 9% interest per annum a 13-year term at 9% interest per annum
  • MAGNOLIA PLACE Sales Channel October November TOTAL Division 1 10 10 20 Division 2 3 3 6 Division 3 3 3 6 E-Brokers 5 5 10 International 4 4 8 Total 25 25 50
  • END OF PRESENTATION THANK YOU!