Profriends, one of the country’s fastest-growing property developers, has renewed its partnership with Dugenia, Marayan, and Associates Company (DM&A Co.), keeping the firm as its official public relations agency. Alongside the extended partnership comes a new communications direction that shifts focus away from just properties and toward the real people, lifestyles, and daily experiences that make each community feel like home.
Instead of highlighting only home features and project details, Profriends will now share authentic stories about the families, neighbors, and everyday moments found within its neighborhoods. The goal is to show that building communities means creating spaces where Filipino families can grow, connect, and reach their dreams, not just providing housing units.
“Building communities goes beyond giving people homes. It is about creating environments where families can thrive,” said Celine Choa-Mangahis, Profriends Marketing Head. “This partnership helps us share that bigger picture so more people understand what living in a Profriends community truly means.”
DM&A Co. will continue leading the developer’s public relations efforts, focusing on stories that reflect real community life and what these neighborhoods mean to the families who live there. “Property storytelling doesn’t have to stop at the building itself,” said Michael Dugenia, DM&A Co. CEO. “We want to highlight the lives, connections, and aspirations that happen inside these communities.”
Founded in 1999, Profriends has delivered over 64,000 homes across the country, including its flagship Lancaster New City in Cavite, with ongoing projects also in Iloilo. Through this renewed partnership, both teams aim to give homebuyers and the public a clearer, more personal look at what truly makes a house a home.
