The presence of repeat customers speaks volumes of a business, whether it be retail or dining. The same holds true for property developments where residents are willing to buy into— again—its latest project.
That’s exactly what’s happening at Rockwell Land Corp., the premier property developer that last year marked its 20th anniversary.
The Rockwell brand has developed an ever growing clientele that not only is willing to spend on quality environment and good lifestyle, but is also loyal to the brand.
Rockwell is now preselling units to Lorraine, the fourth of its five residential towers at The Proscenium.
“Forty percent of our buyers at The Proscenium are previous Rockwell unit owners,” said Jovie Lim, Rockwell Land’s assistant vice president for residential sales.
“The fact that they continue to patronize the Rockwell brand is a good indication of how pleased they are.”
The rest of the buyers—over 50 percent—buy units as investments. “They’re happy with the rental income that is generated,” Lim said.
Since its birth in 1995, Rockwell Land has gone on to build a portfolio of world-class residential, retail and office developments. Its flagship development is the 15.5-hectare Rockwell Center in Makati, a masterplanned community consisting of top-of-the-line residential towers and the Power Plant Mall.
By 2020, this will be complemented by the 3.6-ha Proscenium. A stone’s throw away from Rockwell Center, it is a mixed-use development that will be a combination of residential towers, a retail component and a world-class performing arts center.
Uruguay-born but Canada-based architect Carlos Ott came up with the design consisting of five towers with a shared amenity deck, but each with distinct features.
“We made it a point that the towers don’t look out onto the same view,” Ott said, adding that this is also in keeping with good feng shui.
“I was given a tabula rasa from which to work. We could do whatever we wanted as long as the design included residential towers, retail spaces, offices and amenities,” Ott said.
Once finished, Lorraine will have 191 units spread over 45 floors.
The areas of the units will range from 96 sqm to 390 sqm with either two or three bedrooms. The penthouses will have only two units per floor and a total of four bedrooms per unit.
Like the Kirov and Sakura towers that are almost sold out, the semifurnished Lorraine units will share similar top-of-the-line finishes.
“All the units will have cooktops with built-in ovens, range hood, refrigerator and inverter air-conditioning units,” Lim said.
“This is a new feature for The Proscenium because not all Rockwell Land units are delivered semifurnished,” she added.
Lim said that existing unit owners have been asking about Rockwell’s next project after the Edades Tower was turned over.
“With Lorraine, we’re able to cater to clients who want to continue being part of the Rockwell community. Since they trust the brand, they’re willing to invest again,” she said.
“It didn’t take us long to convince them to buy again. We have residents who buy units for their children. They’ve grown accustomed to the Rockwell lifestyle and have no plans of leaving,” Lim added.
