CEBU CITY — Cebu Landmasters, Inc. (CLI) has officially fired up the second half of 2026 with the launch of its Pahugyaw H2 sales campaign, a high‑energy rally designed to catapult the company’s performance through the year’s final months. Under the fresh leadership of President and CEO Jose Franco Soberano, the Visayan developer is betting big on its broker network and buyer incentives to sustain an aggressive growth trajectory.
A Rally to Dominate the Second Half
The Pahugyaw H2 kickoff, held on July 8 in Cebu City, gathered CLI’s top sellers and partner agents from across the Visayas and Mindanao. The event, whose name translates to a vibrant celebration in Cebuano, was equal parts motivation and strategy. Soberano, who assumed his role just weeks earlier, addressed the sales force directly, urging them to push beyond their first‑half achievements and aim for a legendary finish to the year.
The campaign frames the remaining months as a decisive period for claiming the grandest incentives. Top‑performing agents and brokers stand to earn significant rewards, while the company itself benefits from accelerated project absorption. CLI leadership emphasized that the sales network is the engine behind its ambitious ₱300‑billion project pipeline, and keeping that engine running hot is essential.
Buyers Win Big with Discounts and Perks
Pahugyaw H2 is not just about motivating sellers; it extends generous incentives to homebuyers as well. The campaign features direct property discounts of up to ₱150,000 on select units, alongside appliance vouchers that sweeten the deal. By lowering the upfront barrier, CLI aims to convert fence‑sitters into homeowners, particularly in the affordable and mid‑market segments where its Casa Mira brand dominates.
Projects included in the promo span CLI’s footprint: Casa Mira Mandaue, Casa Mira Towers Bacolod, and the emerging Casa Mira Palawan lead the value segment, while 38 Park Avenue and The Wave Towers cater to urban professionals. The breadth of the offering ensures that agents have a strong story to tell, whether their client is a first‑time buyer, a growing family, or an overseas Filipino worker.
New Leadership Charts the Course
The launch of Pahugyaw H2 coincides with a significant leadership transition at CLI. Jose Franco Soberano stepped into the President and CEO role in June 2026, succeeding his father and company founder. His immediate priority is to maintain the blistering pace of CLI’s expansion, which now extends beyond its traditional VisMin base into Luzon with projects in Metro Manila.
Soberano’s message to the sales force underscored continuity and confidence. He highlighted CLI’s 91 percent sell‑out rate across completed and ongoing projects, a figure that reflects both market demand and the effectiveness of the developer’s broker partnerships. The Pahugyaw campaign, he noted, is designed to protect that momentum while injecting fresh energy into the second‑half push.
A Pipeline Primed for Growth
With capital expenditures focused on project development and construction execution, CLI needs a rapid sales cycle to fuel its multi‑city rollout. Pahugyaw H2 serves as that accelerator. The campaign’s structure—combining seller rewards with buyer discounts—creates a win‑win dynamic that historically has driven strong reservation numbers.
For the agents and brokers who attended the kickoff, the afternoon was a blend of passion, purpose, and that signature CLI pride. They leave the rally equipped with a clear target and a renewed commitment to making the second half of 2026 the company’s most dominant yet.
