A Sure Thing Back Home

The Philippine real estate market caters to a substantial segment: Overseas Filipino Workers (OFWs) supporting their families from afar. Statistics underscore their significance – 7% of Filipino households rely on an OFW family member, with an estimated 1.96 million Filipinos employed overseas in 2022 [Source: PSA]. In addition, the majority of OFWs work in Asia, specifically Saudi Arabia, United Arab Emirates, Hong Kong, Kuwait, Singapore, and Qatar [Source: Harvard].

However, this market presents distinct challenges. Studies by Liceo de Cagayan University highlight the emotional toll on families left behind, experiencing feelings of isolation and loneliness. Meanwhile, OFWs grapple with worry about their loved ones' well-being [Source: Gale]. Technology offers some solace [Source: OFW Phenomenon and Family Problems in the Philippines], but a secure and stable home environment remains a top priority.

Avida Land identified a key marketing challenge: differentiating itself in a competitive market targeting OFWs and establishing itself as the trusted choice for their dream home investment. Simply selling properties wasn't enough. Avida Land needed to position itself as a source of comfort and security, ensuring families back home are safe while the OFW is abroad.

The core objective wasn't just selling a house; it was about building trust and conveying a powerful message. Avida Land's mission was to empower OFWs to invest in their families' future, fostering security and a brighter tomorrow. By showcasing the emotional aspect of homeownership and its impact on family well-being, Avida Land could carve a unique space in the crowded real estate market.

Avida focused on "Lionhearted Dreamers", these are the ambitious OFWs C1 aged 25-35 y/o singles and 35-45 y/o early nesters. They are prioritizing security, thoughtful design, and a strong sense of community for their families back home. These individuals typically earn between Php 60,000 to Php 109,000 in a month, and they are the ones who crave peace of mind, knowing their families are well-cared for in their Avida home