CDC Holdings boosts success with relationship marketing

(The Philippine Star) Updated September 25, 2009 12:00 AM

MANILA, Philippines - The real estate industry is one cutthroat battleground with developers always trying to outdo competition by continuously coming up with one project to the next like a manufacturing plant churning out homes.

Amidst this mechanical process, today’s homebuyers are overwhelmed with the choices and the programmed responses to the whole process of procuring a property. Lost in the urban milieu is the traditional relationship of old, which transpired between buyers and concerned developers seeking to give a family their dream home.

For CDC Holdings, this strategy called “relationship marketing” should never be compromised. Instead, it is espoused until today, with transactions between client and company elevated on a personal level.

“We train our people to recognize the importance of having a good relationship with our customers – to be with them every step of the way to owning a new home,” said Elsie Chua, president of CDC.

Chua, an expert with more than 22 years’ track record in the property industry, refers to the strategy as one of the winning formulas for the company’s success.

In fact, the continued implementation of this technique boosted CDC’s gross revenue sales, from P80 million in 2007 to P364 million as of July this year. A significant portion of the sales is attributed to the high referral rates – another testament to the company’s admired products and much sought-after services.

Strong start

CDC Holdings is the investment arm of a group of companies engaged in property development, property management, sales and marketing, hotel and serviced-residences management. When it started, CDC Holdings began building and selling residential units for the middle income market.

The company soon expanded to vertical developments, the most notable of which is Millennium Plaza. The project became the benchmark of serviced apartments in the country as Millennium Plaza was managed by an international hotel group.

In 1994, The Quadrillion Marketing Corp. was created to better manage the growing portfolio of CDC Holdings Inc. Under the Quadrillion umbrella, other companies were established such as Quadrillion Sales Inc., Quadrillion Property Management Inc., and the Quadrillion Filipino Center.

These companies further boosted CDC’s ‘relationship marketing’ strategy as the companies provided opportunities that empowered CDC’s sales force – giving them the chance to excel in sales and be their own entrepreneur.

CDC Holdings Inc. is currently ironing out future plans of establishing serviced apartments in Quezon City, Manila, Cebu, Iloilo and other parts of the country. For inquiries, call 813-8331, SMS: 0917-8520011 or visit the website at www.cdcresidences.com.