Exequiel “Exy” Robles, founder of Santa Lucia Land, is a pioneering figure in the Philippine real estate industry. His journey began with a challenging start. At only 17, Robles experienced the sudden loss of his father, Buenaventura Robles, who had managed a small real estate trading firm with his sister. Robles had eight younger siblings to care for, so he knew he would have to step up. Though he was still in college, he shifted to night classes, determined to learn the ropes of the real estate business. “I knew that continuing my father’s legacy was the only way to support my family,” he reflects.
From these beginnings, Robles’ determination transformed a small family business into one of the largest property developers in the Philippines, now known as Santa Lucia Land. The company went public in 2007 and today boasts a market capitalization of PHP 15 billion. Reflecting on his early days in the industry, Robles says, “Real estate is a long game, but with patience and a keen eye for opportunity, the rewards are worth it.” Over the years, Robles has developed over 300 subdivisions, 15 golf courses, and 20 condominium projects, driven by a strategic and visionary approach to real estate.
1. Knowing How to Uncover Market Opportunities
Robles attributes his success to a keen sense of opportunity, honed over decades in the industry. He sees a growing demand for real estate driven by the Philippines’ booming population. “We’re in the golden age of real estate,” he says. “Our market is growing because the Philippines has over 100 million people. New infrastructure opens up previously inaccessible areas for development.”
His vision extends beyond merely developing land. He looks at infrastructure developments, such as expressways and toll roads, and sees potential. “Infrastructure creates value,” he notes. “Look at Batangas; the Star Tollway has made it more progressive.” Robles sees untapped potential in many parts of the country, hoping one day that projects like high-speed trains will link the islands, allowing for even broader market reach.
2. Knowing the Importance of Location
For Robles, the mantra “location, location, location” is more than just a cliché; it’s a guiding principle. “A good location is somewhere near the city or a well-populated town,” he explains. “In Metro Manila, a large land area can yield huge returns because of the demand. In the provinces, however, you may need attractions like a golf course to draw buyers.”
Robles has a unique approach to selecting locations. In urban areas, he targets large tracts of land that will yield high returns, while in more rural areas, he invests in creating amenities that attract people to live there. “Each project must fit its environment,” he says, emphasizing how location influences the type of development he pursues.
3. Investing for Capital Appreciation
One of Robles’ core beliefs is in the enduring value of real estate, especially in a growing economy. “If you buy land today, its value will be higher five years from now,” he says confidently. With population growth and development driving demand, he sees an ever-growing need for housing and commercial spaces.
Robles encourages investing with a long-term perspective. “When you invest in property, take time to study the area,” he advises. “Look for signs of growth and infrastructure development. If a location is promising, its value will appreciate more.” For Robles, understanding these growth patterns is essential to achieving sustained capital appreciation.
4. Managing Risk and Profitability
Robles is also pragmatic about the risks inherent in real estate. He stresses the importance of evaluating each project carefully. “There’s always risk,” he says. “Before any transaction, calculate the costs and potential revenue. If it’s not feasible, walk away.”
One of his key strategies is to negotiate favorable terms with landowners. He is unapologetic about bargaining, even if it means offering a lower price than expected. “Negotiation is crucial. I always prioritize cost because that’s where your profit comes from,” he says. Robles also keeps his prices competitive to ensure steady demand. “Our business is for the long term,” he explains. “We want customers to keep coming back, so we avoid overpricing.”
5. Defining Real Success
To Robles, true success goes beyond financial gains. He believes in supporting family and maintaining a balanced life. “Success should extend beyond business,” he says. “If your family isn’t financially stable, then you’re not truly successful.”
Robles emphasizes the importance of providing for family members involved in the business, who are also shareholders. “I want to ensure that my siblings and relatives are financially secure,” he says. “Sometimes, it’s better to aim for steady growth rather than aggressive expansion that causes stress. It’s more fulfilling to achieve a balanced life with stable earnings.”
Legacy of a Visionary
Exequiel Robles’ story is one of resilience, vision, and pragmatism. From taking over a small family firm at a young age to building a real estate empire, his journey underscores the importance of hard work, patience, and a deep understanding of market dynamics. For him, real estate is about creating value—not just for customers but for future generations. His approach to business and life serves as an inspiration for aspiring entrepreneurs, particularly those looking to make a meaningful impact in real estate.
