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Merging Earth with Style
Achieving quality of life has always been the dream for most Filipinos. Quality of life exists in an ideal home where the family gets to enjoy shelter and security amidst a lifestyle that encourages a better way of life for those who live within. Thus, many have devoted long hours of work to achieve this elusive dream, some even migrating to distant countries and leaving their loved ones to earn enough to buy their dream home.
It has always been the man, the father, the traditional provider of the family that has taken on the role of building the home for the family. But in recent years, interestingly it has been found that there is a shift in the decision-making dynamics within Filipino families more and more women have taken a more active role in making this dream a reality.
With these women came questions that define the concept of a new home - "Is the property safe and secure for my family? Will it be conducive to the healthy growth of my children? Will our old way of life improve? Will I have peace of mind even if I am far away from home?"
And it was in answer to these questions and to address the paradigm shift that Earth+Style, the country’s top lifestyle property developer for the middle income market, was established.
Giving A Feminine Face To Lifestyle Development
"Injecting lifestyle into homes and communities meant that we had to understand and appreciate how a woman or mother thinks. It is not enough that we construct an aesthetically pleasing house, we also have to consider the location of the property and the state of the general environment," stated Jacinto C. Ng, Jr., the company’s COO. "We had to force ourselves to ask the same questions a wife or mother would, and develop our projects to address these concerns," he added.
Ng, young and dynamic, an alumnus from the College of Architecture of the University of the Philippines, revealed that this insight became the guide that led them to the unique personality of Earth+Style and its innovative approach towards realty development. However, before creating their vision of affordable lifestyle homes and communities, the company overcomes another challenge.
Harnessing feminine flair and the mother’s touch
"The middle income market today is a lot more intelligent with women in the family doing most of the decision-making when it comes to purchasing a home. This is especially true for the middle income professionals, where both the father and mother are providers," Ng explained. "Therefore, in order for us to reach out to our target market, we had to make ourselves more appealing, more feminine in our corporate identity. We had to drift away from the traditional realty firms, whose names and image were very masculine," Ng added.
Earth+Style established a unique feminine outlook that makes it stand out amongst the virtual forest of property developers. The name itself, Earth+Style, was inspired by a play on the ultimate female figure-head ---Mother Earth, and the woman’s penchant to infuse a sense of style in everything around her.
The swirling logo itself is a distinct departure from the bold block letters and symmetrical designs of other realty outfits and communicates an artistic flair for fluidity and grace while ingeniously presenting the identity that the company.carries. The feminine approach of Earth+Style extends beyond the superficial and injects a woman’s point of view to the way the company developed its projects. The woman’s touch, her perception and desires dictate every approach to the company’s developments, perfectly targeting what a modern Filipina would want for her family.
Ng revealed that this approach is the focus for Earth+Style in developing unique home and community concepts in its major projectsin Laguna and Cavite.
Changing Lives through Lifestyle Homes
Earth+Styles remarkable innovation was the creation of township projects. Here Earth+Style develops various villages, the communities of which are masterplanned to grow into self-contained towns in the years to come. Another approach is known as Earth+Style Homes, where the houses follow a thematic treatment, transforming ones immediate surroundings into a slice of Italy, America or the Mediterranean. Young couples starting out will be interested to discover Earth+Style Sundays, where the homes are designed meant for the needs of a new family.
The design of the properties not only take into account the tastes and preferences of women, but also incorporated the natural features of the land. Families living in the Earth+Style communities have discovered that the layout of the development allows the natural flow of the healthy cool breeze that blows in from both the sea and lake that borders the two southern provinces. The landscaping of the properties also incorporate flora endemic to the region, mixed in with versatile plant life that complement the thematic design of each and every neighborhood.
Reaching out to women here and abroad
Even Earth+Style’s marketing effort takes on a very distinct feminine look with the launch of its ads, having movie star Claudine Barretto as the endorser of the company’s developments. The ads fulfill a dual role, reaching out to women who are living here or working as OFWs.
"With the recent upsurge of OFWs leaving the country or Kababayans as we prefer to call them, it is rare to find a middle income family nowadays who don’t have a father, mother, or sibling working abroad. That is why we chose Claudine as our endorser, because in real life she is a woman, a young wife and mother. As a movie star, she also played the role of a hardworking, self-sacrificing Kababayan who worked abroad to improve the lives of her family back home," explained Ng. "We knew that through Claudine, we would be able to communicate our message that Earth+Style not only builds homes, we care enough to improve the way of life for those who will live within our homes and communities," he stressed.
