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July 12, 2010

The Heroes Of The Underserved – The DMCI Homes Brand Story

I would like to share this excerpt from the brand story of DMCI homes. This summarizes their mission / vision and it shows the reasons why they were able to build a stronghold in the condominium development industry in a short period of time. DMCI is here for a specific purpose and that is to serve people like Alfonso – a middle-class man working in the city and with a growing family. 

He was a Builder. His father was a builder. His kin were architects, contractors, builders, planners. He was born among a throng of baby boomers I the prosperous 60’s in a noisy city poised for world-class ascendance. He was at home in a world of hardhats and sweat, with the rumble of earthmovers and the klang of steel girders. And he marveled at how this grit and daily labor transformed the city landscape.

The Builder and his father took great pride in the towers of chrome and glass that reflected the city’s famous sunset. Multi storey edifices that housed multinational offices. Monuments  to modern day life that became a second home to the employees.

Business and commerce grew. More people came to work, and the city began to choke on the sheer number of workers that flocked in each day. One of them was Alfonso.

With a wife, and a baby on the way, the cost of living in the city became prohibitive for Alfonso. Far beyond the city boundaries, other builders began to develop sprawling neighborhoods of cookie-cutter houses on doily-sized lots. Pretty but too cramped for a growing family and too far out. The middle-class man became a stressed out man in the middle, faced with no choice but to take the long daily commute -  or pay big city prices. There was no middle ground. “Pagod ka papunta sa trabaho…Pagod ka pa pag-uwi…” (It’s tiring to go to work…And tiring to go home from work..)

“Alfonso deserved better,” the Builder remarked. He deserves a real home, accessible to his work. A cocoon of good living.

The Builder saw land on the edge of the city – and bought it. For SOMEDAY he knew, this fringe will be part of the metropolis. This he dedicated to Alfonso, the underserved middle manager – his needs, his family’s needs, his realities and his dreams.

The Builder had friends who shared his passion for building and the expertise to make things happen. With knowledge gained from building skyscrapers, the builder and friends built mid-rise havens that alfonso could call home. He used the best materials and fine finishing, and sold these at Alfonso- friendly prices.

More Alfonso came to stay. And the Builder and friends visited them every week, asking how they could make “home” more comfortable. See, the Builder was an experimental sort – and would innovate and iterate according to the wishes of Alfonso and his people. It sometimes drove his partners crazy, forcing them to work way into the night – these ever changing plans… But when they built it, and saw the vision come to life - they were thankful for the challenge that made them all better builders.

The Builder loved his motley crew and often said, “Not one of us is better than all of us!” Other people - architects, builders, engineers, salesmen, contractors – happily joined the builder. The team came to be known as The Heroes of the Underserved.

A strong sense of purpose is what makes DMCI stand out from other developers and this coupled with their experience as a Triple A builder is a true cutting edge. It matters to know the developer.

Live a beautiful life!

Ryan Rillorta

Real Estate Broker
PRC Reg # 5578

Related post: Lumiventt Advantage - Distinctly DMCI 
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