Century Properties Group is planting its flag in Mindanao, with its first-home brand PHirst officially launching PHirst Park Homes in General Santos City on February 21, marking its maiden entry into the region and a key step in its nationwide expansion drive.
The rollout positions PHirst as more than a Luzon-focused player, signaling a broader growth strategy aimed at capturing housing demand in fast-rising regional hubs. General Santos City, known as the “Home of the Champions,” was a deliberate choice.
Launched under the theme “The Champ Life,” the project ties into the city’s reputation for resilience and excellence. “We are proud to reinforce the champ life in General Santos City through PHirst Park Homes Gen San. This development is a testament to our commitment to enriching the lives of more Filipinos with quality homes and community,” said Ricky M. Celis, president of PHirst Park Homes Inc. “Our vision extends beyond homeownership; it is about fostering a sustainable, thriving community where every family can prosper and contribute to a champion-driven community.”
Valued at P5.3 billion, the 23.7-hectare development in Barangay Baluan, General Santos City, will deliver more than 2,400 homes. PHirst has earmarked P3 billion in capital expenditure, underscoring its confidence in the city’s growth trajectory and sustained housing demand in Mindanao.
The project will feature two of PHirst’s best-selling models. Amani is a 36-square-meter townhouse on 44- to 60-square-meter lots, designed for young professionals and starting families. Dua offers a larger 48-square-meter layout on a typical 77-square-meter lot, catering to growing households seeking more space and flexibility. All units will be fully finished and move-in ready.
Beyond homes, the development banks on lifestyle appeal. Amenities include a clubhouse, basketball court and swimming pool, alongside a Paw Park, Linear Park, Outdoor Cinema and WiFi Node.
The move south is more than geographic expansion for Century Properties. It is a calculated bet that regional cities like General Santos City will power the next wave of housing growth outside Metro Manila.
