LA Verti project brief sales
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Transcript of LA Verti project brief sales
PROJECT BRIEF
PROJECT OVERVIEWAddress : 1991 Taft Ave., Pasay City
Land Area : 1‐Hectare(10,086 SQM.)
Type of Development : High‐rise Residential Condominium‐ 2 Buildings 41‐Storeys each‐ 35 Residential Floors + 6‐Level Parking Podium
Unit Types : Studio, 1‐BR, 2‐BR & 3‐BR
Total Units : 1,380 Units (690 Units per Building)
Total Parking Slots : 507 Parking (36.74% or 1:3 Ratio)
Building Footprint : 40% of Lot Area
Open Space : 60% of Lot Area
Price : 1.8M – 5M
The project is located in Pasay City, bounded by Donada St. on the West and Taft Ave. on the East.
Manila Bay View
Makati-Ortigas Skyline View
LOCATION
• BUSINESS DISTRICTo Makati – 1.5 km
o Roxas Blvd – 750m
• COMMERCIALo SM Mall of Asia– 3.5 km
o Robinson Malate – 2.7m
o Harrison Plaza– 1.3km
• SCHOOLSo St. Scholastica– 1.2 km
o La Salle – 1 km
• HOSPITALS• Manila Sanitarium– across the street of LVR
• Philippine General Hospital
• Ospital ng Maynila
DISTANCES
NEARBY ESTABLISHMENTS
MARKET LANDSCAPE• The Pasay‐Taft‐Manila area has a number of condominium developments
catering to students, foreigners and the investor market. Developments in the area offer mostly studio and one‐bedroom unit inventories. These competing projects usually feature a commercial component within the development but are limited in terms of open space areas and amenities. Unit areas usually range within the following:
‐Studio: 22‐28 sqm ‐2 BR: 46‐65 sqm
‐1 BR: 22‐48 sqm ‐3 BR: 48‐63 sqm
• Price range for condominium projects in the area range from 1.6M to 2.5 M for Studio and 1 BR units while 2 BR to 3BR units range from 3M to 6M.
• Most developments in the area are marketed as ideal halfway homes for professionals, investors and the academe. Most offer convenience‐friendly services and features designed to make living worry‐free and comfortable. Leasing opportunities and rental potential are also part of these projects’marketing propositions.
• Based on a product concept test conducted among probable target market, the project will appeal to a viable market of end‐users and upgraders. The project will emerge as the first to offer a viable and ideal residential option for families looking to upgrade to a new home in the area.
• The marketing communications slant that will appeal most is one which speaks to those seeking for “a modern living at its most refreshing”.
• La Verti is one of the select condominium developments in the area to offer extensive top‐class ground‐level amenities providing a resort‐feel.
• La Verti can also claim an advantage in terms of exclusivity and security as the project is a fully‐gated community with amenities and shops available only to residents.
• The La Verti has one of the most competitive prices in the area in terms of value for money (price/sqm, amenities & location, quality).
MARKET LANDSCAPE
VALUE PROPOSITIONWHAT : An exclusive high‐rise residential community offering fresh & ideal
lifestyle options
HOW : Through an innovative mix of resort‐type features and hyper‐amenities
WHO : For the career‐driven yet family‐oriented, moderately‐earning Filipino decision‐makers
WHY : Desiring a comfortable, secure and high‐quality home
WHERE : Located in the central Roxas Blvd‐Taft/Pasay‐Buendia area
WHEN : In a time of increasing cramped and limited condominium spaces
REASONS TO BELIEVE
Breathing spaces through Landscaping and the LUMIVENTTE DESIGN TECHNOLOGY
The project features a unique tower plan that optimizes natural light and ventilation into the living spaces. Balconies in all units provide homeowners their own quiet spot to enjoy their surroundings and the city views. Landscaped Sky Patio’s every five floors further enhances the resort like atmosphere throughout the entire building.
Modern and Innovative Expressions for Varied Lifestyles
Here, residents will discover that resort like and medium density‐living can merge with innovative building design features and well conceived space planning which in turn caters to the home‐seekers’ perception of urban high rise living.
First Rate Amenities and Open Spaces
With a 40:60 building footprint to open space ratio, homeowners will experience a welcoming ambience as they are greeted, upon entering the property, by ground level amenity areas and expansive open spaces not found in other condominium projects. First rate amenities include, gazebos, adult swimming pool, kiddie pool, tree court, playground, basketball court, fitness gym, game room, videoke room, function hall, lounge / open social hall, podium garden, deck garden and the Sky Lounge.
From the hotel – like lobby, landscaped open spaces, social halls and entertainment areas to the topmost floor, social interaction, career and lifestyle enhancements for residents are possible all year round
Strategic Location and City Skyline Views
Location is ideally situated at the converging point of Manila‐Pasay‐Makati. The project is at the heart of the city and within striking distance of all landmark cultural, commercial, business and educational locations in the metro.
Aside from the Makati Central Business District, commercial establishments such as Robinson’s Malate, SM Manila and the Mall of Asia are no more than 3.5 Kilometersaway. Educational Institutions such as the De La Salle University, UP Manila and St. Scholastica along with prominent cultural and arts destinations, the CCP Complex, Intramuros, museums, the Roxas Blvd. district and the Rizal Coliseum are all within a 2 kilometer reach.
A Worthwhile InvestmentCentrally located, travel time from home to commercial and lifestyle hubs or business establishments are minimized thus saving up on gas mileage. Its close proximity to schools provides the option of renting out their units to students or professionals working in the immediate area. Families with children studying or working in the area have the option as well to use their unit as halfway homes. All these benefits are well within an affordable pricing package indicative of the developer.
Efficient Property Management within a Secure Environment
To free residents from everyday worries, a property management team shall oversee the management of daily services, upkeep and maintenance of perimeter grounds and building features, all within the comforts of a secured enclave in the city.
TARGET MARKET
Primary Target MarketA. Demographics – Modern, upwardly‐mobile, young start‐up families/young professionals and some upgraders from the Buendia‐Pasay‐Taft, Manila area who desire an ideal home environment within the city. They are the ones who look for halfway homes from work and school.
B. Psychographics – These are people looking for independence, and ready to build their families. They seek to provide the best home environment for their families while pursuing their flourishing professional careers.
PersonificationAllan and Victoria have been married for 12 years. The couple are both resident doctors in Ospital ng Maynila. They’ve been blessed with two lovely daughters, 8 year old Patricia and 5 year old Nicole, both are studying in St. Scholastica’s College Manila.
Ever since the couple started a family they lived with Allan’s parents’ in their Palanan, Makati residence because of proximity to their work place and to their children's school.
As they live in a congested place, the couple makes sure that they bring their daughters out of town during weekends so they can feel refreshed, relaxed and ready to go to back school.
NEEDS & BENEFIT ANALYSISEmotional Need Benefit Activities & Experience Link to Product/
AmenityYoung start-up family aims to have a work-personal life – harmony to nurture their growing relationship
Urban family in search for upgrading to a better home
A startup family searching for a good home deal that would allow them to still keep the life they lead and be able to pursue other interests.
A family of achievers, busy with their budding careers who still yearns to spend their time away from work with the family
A family looking for ways to unwind and relax after a hard day’s work
Accessibility to the workplace. Travel time are minimized, gives you more time to do the activities you love at home & at work.
A community that ensures ones security & worry-free living
A true value-for-money purchase that gives you a lot at a price that will not empty your bank account.
Spend quality time with family and lead a hassle-free life, let the PMO take care of the little things for you
Enjoy an “alone” time to de-stress inside the community
Get home early to have enough good quality time to enjoy preparing dinner and other bonding moments with your loved ones
Come home to a secure environment. Leave home with less worries as the community presents a safe environment.
Live the life as you always did and not worry on where to get your next down payment
Enjoy bonding moments with friends and relatives and plan a family leisure activity at the sky lounge
Chill out at the podium garden or at The Observatory for the needed “me” time
Introspect while gazing at the stars or at the majestic view of the city at the sky garden/sky lounge, enjoy a dip in the pool, take a breather at the podium garden
Strategic Location
24 HR security, guarded entrance gate
Reasonably priced units withFlexible payment terms
Upgraded Property Management services
Amenities
Secondary Target MarketA. Demographics – Those who desire to invest in ideal halfway homes for immediate or future use. These include parents seeking for the right second home for their children who will soon be studying and/or working in the city as well as out‐of‐towners or OFWs who are looking at having a second home in the city.
B. Psychographics – These are people who are already financially established. They are generally practical‐minded people who now seek the best things that money can buy for them and their families. They are supportive parents who wish to provide only the best for their children. They value quality living and are willing to pay the price if the product is worth it.
Mike, 31 years old, is a graduate of International Academy of Film and Television in Cebu. He is now one of the top Art Directors in a multinational Ad Agency. He lived in an old studio apartment upon transferring to the cramped city of Manila.
Since Mike has a passion for collecting classic movies he bought the most advanced home theatre. He also showed more interest in photography when he started working in Manila. He would eventually love to have a home that has a great view of the city’s skyline
Personification
NEEDS & BENEFIT ANALYSISEmotional Need Benefit Activities & Experience Link to Product/ Amenity
Young professionals yearning for a secured & peaceful environment for his immediate plans of having a family
Parents who wants to own a second home for their kids who will soon have to attend to high school or college in nearby institutions in the area
OFWs looking for a second home for their family located within the city and accessible to important areas and still gives comfort to everyone
A family looking for ways to unwind and relax after a hard day’s work
Secured environment in a resort-like themed community
No need to travel long hours as the community is nearby private & exclusive institutions for the kids to attend to.
Accessible to exclusive schools, modern hospitals, popular malls, etc. that offers amenities that the whole family will enjoy
Enjoy an “alone” time to de-stress inside the community
Enjoy a safe stroll inside the community with family members. Less worries for the busy parents
Have enough time to bring & fetch your kids to school before & after going to work.
Take a dip with you and your kids in the pool or enjoy game time at the entertainment room, enjoy a fit lifestyle with the use of the gym, relax and just have fun
Chill out at the podium garden or at The Observatory for the needed “me” time
Introspect while gazing at the stars or at the majestic view of the city at the sky garden/sky lounge, enjoy a dip in the pool, take a breather at the podium garden
24-hr security
Gated Entrance
Perimeter Fence
Strategic Location
Strategic locationAmenities
Amenities
PROJECT IN FOCUS
Land Area: 1-Hectare (10,086 sq.m.)
Building Height: 131.7 m (approx.)
Perimeter Fence Height: 2.5-3 m
East Entrance
Main Entrance
SITE DEVELOPMENT PLAN
AMENITY CONCEPTThe building is purposely built to occupy only half of the lot in order to give‐
way to having a large open space for outdoor amenities.
This aims to provide a genuine Resort Environment within the City where
residents can experience a Park‐Like Atmosphere with amenities that open
up to the sky and keep them in touch with the outdoors.
“Modern Contemporary”
Style is mainly progressively current
and not typecast to any period or
influence. It is characterized by:
• Emphasis on massing and
proportion
•Devoid of ostentatious decorations or “unnecessary detail”
•Clean, uncluttered façade treatment
•Building façade is articulated by the play of colors, form and texture
ARCHITECTURAL THEME
OUTDOOR AMENITIES
Outdoor Amenities
Pool Area
Children’s Play Ground
Basketball Court
Tree Court Area
INDOOR AMENITIES
Multi‐Function Hall
Game Room
Fitness Gym
Sky Lounge
BUILDING FEATURES
Porte Cochere
Hotel‐like Lobby
LUMIVENTTE Technology
It is breakthrough system by DMCI Homes that is built to maximize natural light and air‐flow into every unit promising comfortable and healthier living everyday
Atrium
Podium Garden
OTHER BUILDING FEATURES•CCTV in common areas
•Wi‐Fi ready indoor amenity area
•Provision for individually metered utility and cable connections for each unit
•Stand‐by power generator
•Automatic fire sprinkler and fire suppression system
•Fire alarm system
•Centralized mail room
•Single loaded hallway
•5 High Speed Elevators per bldg
DEVELOPMENT FEATURES
Main Gate with Guard House and Car Barrier
Laundry Pick‐up Station
OTHER DEVELOPMENT FEATURES
• Perimeter fence
• Garbage holding area
• Water Station
• Security Office
PROPERTY MANAGEMENT SERVICES• Security for common areas
• Utilities application assistance
• General maintenance of common areas
• Acts as liaison between the developer and the owner
• Events organizing
UNIT LAY‐OUTS
Typical Studio UnitApprox 24 sqm with balcony
s q.m. s q.ft.D ining/Hallway 7.00 75.35K itchen 5.50 59.20Bed Area 8.00 86.11T&B 3.50 37.67T otal 24.00 258.33Balcony 4.50 48.44
AR E A
DISCLAIMER: SPECIFICATIONS HEREIN ARE SUBJECT TO CHANGE WITHOUT PRIOR NOTICE
Typical 1 BedroomApprox 31 sqm
s q.m. s q.ft.D ining/Hallway 11.00 74.47K itchen 4.50 48.43Bed Area 11.50 123.78T&B 4.00 43.05T otal 31.00 289.73
AR E A
DISCLAIMER: SPECIFICATIONS HEREIN ARE SUBJECT TO CHANGE WITHOUT PRIOR NOTICE
2-Bedroom B (Mid Unit)Approx 48 sqm with balcony
s q.m. s q.ft.L iving/D ining 14.50 156.07K itchen/Hallway 10.00 107.63Bedroom 1 10.00 107.63Bedroom 2 8.00 86.11T&B 5.50 59.20T otal 48.00 516.64Balcony 9.00 96.88
AR E A
DISCLAIMER: SPECIFICATIONS HEREIN ARE SUBJECT TO CHANGE WITHOUT PRIOR NOTICE
Typical 3-Bedroom End UnitApprox 66 sqm with balcony
s q.m. s q.ft.L iving/D ining 25.00 269.10K itchen/Hallway 6.00 64.58Bedroom 1 12.00 129.17Bedroom 2 8.00 86.11Bedroom 3 6.00 64.58T&B 1 5.00 53.82T&B 2 4.00 43.06T otal 66.00 710.42Balcony 9.00 96.88
AR E A
DISCLAIMER: SPECIFICATIONS HEREIN ARE SUBJECT TO CHANGE WITHOUT PRIOR NOTICE
UNIT FINISHESStudio & 1BR Units 2BR Unit 3BR Unit
Living / Dining / Kitchen Vinyl Planks with baseboardBedroomsToilet & Bath Balcony
Interior WallsToilet & Bath
Living / Dining / Kitchen / Bedrooms Toilet & Bath
KITCHEN AREA
Entrance DoorBedroom Door n/aToilet DoorBalcony DoorWINDOWS Aluminum framed glass panel (where applicable)
Wooden dooe with louver on metal jambAluminum framed glass panel (where applicable)
Wooden door on metal jambWooden panel door on metal jamb
Granite finish countertop with complete cabinet system
Painted ficemboard finishPainted plain cement finish
40x40cm Ceramic tiles with baseboardFLOOR FINISHES
DOORS
WALL FINISHES
CEILING FINISHES
30x30cm Ceramic tiles with pebble wash-out 20x20cm Unglazed Ceramic tiles
Vinyl Planks with baseboard
Painted plain cement finish above tilePainted finish
UNIT FINISHESStudio & 1BR Units 2BR Unit 3BR Unit
Entrance LocksetBedroom Lockset n/aToilet Lockset
Water Closet
Lavatory Wall-hung lavatory Under counter type lavatory
Under counter type lavatory Wall-hung semi-pedestal type
for common toiletShower Head and FittingsHolderKitchen Sink Single bowl stainless steelKitchen Faucet and FittingsToilet ExhaustKitchen Exhaust Provision for rangehood
Ceiling-mounted exhaust fanLever-type
Wall-mounted exhaust fan
TOILET AND KITCHEN FIXTURESTop flush, one-piece type
Exposed shower and mixer typeWhite, recessed type
Single bowl stainless steel with drainboard
FINISHING HARDWARELever type keyed lockset
Lever type keyed locksetLever type privacy lockset
* Mirror Cabinet will be provided for Studio and 1BR units
UNIT MIX AND PRICE RANGE
Unit Types Unit Mix
% Price
Studio (24 to 28.5 sqm) 240 35% PHP 1.8 Mn – 2.4 Mn
1BR (28 to 31 sqm) 80 12% PHP 1.8 Mn – 2.6 Mn
2BR (48 to 56 sqm) 270 39% PHP 3.4 Mn – 4.2 Mn
3BR (66 sqm) 100 14% PHP 4.7 Mn – 5.0 Mn
690 100%
North Tower
PAYMENT TERMS AND OTHER SELLING DETAILS
Reservation Fee Php 20,000
Minimum Downpayment 20%
New payment scheme will apply:10% discount in cash payment4% discount on 30‐70 payment term 5% discount on 40‐60 payment term 6% discount on 50‐50 payment term No discount on 20‐80 payment term
Balance may be settled through in‐house or bank financing.
2% PDC discount will be applied provided complete documents and PDCs are submitted within 30 days from reservation date.
2% rebate (based on list price) will be given to the buyer after release of loan from the bank.
WHY CHOOSE LA VERTI?•• The only exclusive and highlyThe only exclusive and highly‐‐secured residential highsecured residential high‐‐rise tower in Taft Avenue.rise tower in Taft Avenue.
•• The only property that offers The only property that offers LumiventteLumiventte Technology. Technology.
•• The property offers The property offers 40:60 building footprint to open space ratio.
•• The property offers single loaded hallways, Atrium Parks and SkThe property offers single loaded hallways, Atrium Parks and Sky Patios.y Patios.
•• La Verti is one of the select condominium developments in the area to offer extensive top‐class ground‐level amenities providing a resort‐feel.
• The La Verti has one of the most competitive prices in the area in terms of value for money (price/sqm, amenities & location, quality).
•• Quality turnQuality turn‐‐over finish.over finish.
•• Presence of Property Management group upon turnover of unit .Presence of Property Management group upon turnover of unit .
Your Green Getaway in the Urban JungleYour Green Getaway in the Urban Jungle
…….. It’s a home surrounded by greenery where natural light and air, flow everywhere, with resort‐style amenities and modern conveniences within reach. It’s the perfect setting for those who want to change and enhance their way of life. …….. Despite all the commotion around us, you know you have nothing to be stressed about. Because when you come home, you know that the important people and things in your life are around you in a relaxed and comfortable atmosphere. ........ Take a breather from the exhausting daily grind. Come home and relax in a place where nature and modern conveniences meet. It’s a new way of living ‐‐‐ recharge and revitalize your life here!....Where life takes you to a refreshing direction.
La Verti…
““I need a breather everyday I need a breather everyday to deto de‐‐stress.stress.””
The consumer insight...
END OF PRESENTATION