MANILA, Philippines — Since its founding in 1999, Property Company of Friends (Pro-Friends) has been quietly building and developing estates and comfortable sprawling subdivisions and homes for the affordable and middle markets.

This self-imposed silence and "all work" focus enabled the originally nine friends, who organized Pro-Friends to achieve so much although to the common man, the company is always mistaken for so many things like being the construction arm of Gawad Kalinga.

Through its 12 years of hibernation from the public, it had finished and delivered 92 projects and expects to finish 36 horizontal projects this fiscal year 2011-2012, said Vince Abejo, vice president for sales and marketing of Pro-Friends.

Ongoing projects include Bellefort Estates, Lancaster Estates, California West Hills, Carmona Estates, Garden Grove Village, Greensborough Subdivision, Ridge Crest, Montefaro Village, Montecillo Villas and Parc Regency Residences.

For fiscal year 2010-2011 (ending in June), sales reached 3,500 units (within the first five months of 2011) largely because of a robust and stable economy, Abejo said.

Pro-Friends president Jocelyn Guzman said the successful track record in sales is a reflection of the company's brilliant and effective business strategies, resulting to increased sales from satisfied home-buyers searching for the best real estate deals in the country.

Guzman said the demand for housing supply in the Philippines continues to be high that is why Pro-Friends is always ready to respond to the challenge of building and selling more affordable quality homes in the upcoming months. “We are very optimistic about the future of real estate in the country,” she said.

Abejo credits the success of the company to factors like the right product offering that meet the needs of Filipinos supported by aggressive marketing and sales program and hardworking teams as well as excellent customer service.

The company sees itself as a dominant leader and industry prime mover in property development as its legacy to Philippine society.

Abejo said Pro-Friends is in a “better position” to even up its competitors and outgrow the average industry growth rate of anywhere from 50 to 100 percent growth going into 2012.

For FY 2010-2011 the company posted sales of P7 billion mostly in Cavite and Iloilo City.