CEBU — The hunt for a home that is both affordable and well‑located can often feel like an endless search. But on the last day of April and the first day of May, thousands of home seekers across the Visayas have a unique opportunity to bring that search to a close. Pag‑IBIG Fund’s StAR Housing Fair 2026 is now underway at the IEC Convention Center Cebu (IC3) along Cardinal Rosales Avenue, and Cebu‑based developer Priland Development Corporation has taken a prominent spot among the nearly 50 partner developers in attendance, ready to help families turn the dream of ownership into a signed contract.
A Developer Anchored in Cebu’s Landscape
For more than a decade, Priland has built a reputation as a homegrown force in Cebu’s real estate market. Founded by Cebu entrepreneur Ramon Carlo Yap, the company has received multiple industry accolades for projects that span house‑and‑lot communities, mid‑rise condominiums, and high‑rise residential towers. Known for delivering quality fixtures, thoughtful layouts, and strategic locations, Priland has carved out a loyal following among first‑time buyers, young professionals, and overseas Filipino workers looking for a secure place to call home.
Key projects such as Breeza Palms in Lapu‑Lapu City, Northwood Place in Mandaue City, and the 34‑story Vertex Central in Cebu City have all earned recognition for their balance of affordability and comfort. Priland also ventures into the economic housing segment through its “Pili” brand, whose first project — PiliFlats Garden Place in Mandaue — offers studio and one‑bedroom units designed specifically for starting families and entry‑level earners. This deep understanding of the Visayan homebuyer makes Priland’s presence at the StAR Housing Fair particularly valuable.
The StAR Housing Fair: What’s on Offer
The two‑day housing fair, which runs from 7 a.m. to 5 p.m. on April 30 and May 1, is the maiden Visayas leg of Pag‑IBIG’s regional rollout. Organizers expect over 5,000 potential buyers to walk through the IC3 convention halls. At least 20,000 housing units are up for grabs, including 564 Pag‑IBIG reacquired assets located right within Cebu. Domingo Jacinto Jr., vice president for public and media relations at Pag‑IBIG, described the event as “a real chance to find a housing unit and buy and afford [it] with the help of Pag‑IBIG Fund.”
The fair is structured as a one‑stop venue. Attendees can explore housing options from partner developers, consult Pag‑IBIG officers on loan eligibility, and start the application process—all in a single visit. No reservations are required, though early online pre‑registration is encouraged to streamline entry and allow for faster loan pre‑qualification.
The Financial Bridge: Pag‑IBIG’s Expanded 4PH Loan Program
At the heart of the fair is Pag‑IBIG’s Expanded Pambansang Pabahay para sa Pilipino (4PH) Program. The most significant change for 2026 is the income ceiling for the subsidized loan: it has been raised from ₱14,000 to ₱34,600 per month, instantly making millions more low‑ and moderate‑income earners eligible for the 3 percent interest rate. “The income requirement was expanded so that more people can qualify, especially those in the low‑income bracket,” explained Marion Gerlie Delos Reyes of Pag‑IBIG Visayas.
Overseas Filipino workers are eligible regardless of income level. Under the Early Bird Promo, the first 30,000 qualified borrowers can enjoy the same 3 percent rate for the first ten years of their loan instead of the standard five‑year window. Monthly amortizations for socialized units start as low as ₱4,005, and all loans carry a 100 percent loan‑to‑value ratio — meaning no cash equity is required upfront. Prospective buyers simply need to bring a valid government ID and proof of income to be assessed right on the fair floor.
A Platform for the Future
For Priland, joining the StAR Housing Fair is not merely a marketing effort; it is a reinforcement of the company’s long‑term commitment to affordable housing. Beyond residential projects, the developer is also diversifying into industrial real estate, having acquired a 42‑hectare property in Consolacion for a PEZA‑accredited industrial park. Earlier in 2025, Priland also signed a partnership with CBS (China Bank Savings) to expand end‑user financing options, making property ownership simpler and faster.
Meanwhile, the housing fair itself has drawn high‑level government backing. DHSUD Secretary Jose Ramon Aliling, who chairs the Pag‑IBIG Fund Board of Trustees, said the initiative directly supports the Marcos administration’s directive to bring decent, dignified housing closer to Filipino workers. “Pag‑IBIG Fund is bringing together leading private developers, affordable financing programs, and government assistance in one accessible venue,” Aliling said, “allowing more workers to move from simply hoping for a home to taking concrete steps toward owning one.”
Walking Out with Keys
With thousands of visitors streaming into the IC3 convention center, the atmosphere is one of cautious optimism. For many attendees, this event represents the single most important financial decision of their lives. With Priland’s portfolio of Visayan‑focused projects and Pag‑IBIG’s most accessible loan terms to date, the housing fair offers a rare alignment of private sector expertise and public sector reach. The wooden booths, glossy brochures, and earnest conversations all point to the same conclusion: for Cebu’s aspiring homeowners, the waiting may finally be over.
