1. 500 Years Ago, Where Did We Live? CHANGING THE MINDSET
Innovation, Education, Customer Service
Using Mass Housing as an Agent of Change
JJ Atencio
CEO, 8990 HOLDINGS

2. 50 years of Housing REFORM?
1965 – 2015
50 years of Housing REFORM?
Human Settlements
BLISS Housing
Board Of Investments
NHMFC, HDMF, AITECH
National Shelter Program
UHLP, SHDLP
CISFA Law, UDHA-CMP
RA 7279
HDMF Developer-Originated Finance
Mass Housing in IPP
Relocation at PNR
Increase socialized housing limit
HUDCC
NHA, NHMFC, HIGC, HLURB, HDMF
Local Government Code
BOI-Investment Priorities Plan
MWHLP
EO 90
HDMF-originated credit scoring
Increased ceilings for socialized
And low cost housing.
Extension of rent control

3. PPP Housing Beneficiaries Database Monitoring System
Increasing costs, high subsidy,
Limited funding
Low
beneficiary interest, Limited coverage
UNSUSTAINABLE
Professional
squatting
PPP
…BARELY improved
since 2000
Rationalize TAX incentives
Housing Beneficiaries
Database Monitoring
System
NATIONAL RESETTLEMENT
POLICY
…LGU opposition and
Bureaucratic Intertia
CLUP Updating Systems

4. 85 years Combined Expertise
“Mass housing is not about houses. Its about people.
Our business is really about using Mass Housing as a vehicle to add value to society and, as a result, transform people’s lives.”

5. My Take on Sustainable Mass Housing Programs
“A truly effective sustainable mass housing program must be grounded on and understand the reality and psychology of how a
typical Filipino family
lives, earns and spends
their money today.”

6. Beyond Knowing … LOVING YOUR CUSTOMER
Deeply
Aspirational
Practical
Value for Money
Optimistic of
the Future
THE LOWER MIDDLE CLASS
( C2 DEMOGRAPHIC)
Young, College-educated
Stable jobs with other income
P35,000 Gross Family Income
Renters, not asset owners
Little or no savings

7. Fast Pre-Cast Construction
8990’s Business Model
Fast Pre-Cast Construction
Accessible
Housing Finance
Comprehensive
Collection
Platform
Edit to to two minutes, add name of the buyer and what they are, include ace and rheena and sir richard.
Synchronized
Complementary
Synergistic
Communicative

8. Pre-Cast Panel Wall Construction GOOD Collection Platform
FAST, CHEAP, GOOD
8990 Business Model
Resource Allocation
FAST
Pre-Cast Panel Wall Construction
8 days, 25,000 units capacity.
Economies of scale,
Lower materials cost,
High quality of panels,
Increased site efficiency.
CHEAP
In-House Financing
Reality-Risk Management
4% Equity,
9.5% interest,
25-year term, 30% GFI
P35K Gross Family Income
GOOD Collection Platform
Behavioral Economics
Comprehensive, integrated
Emphasis on Behavior Modification, Education, 96% Collection Efficiency

9. FINANCIAL LITERACY SEMINARS
WHAT DO YOU PAY?
The legal, financial and operational
obligations of homeownership.
WHY SHOULD YOU PAY?
Homeownership as shelter today,
And financial freedom tomorrow.
HOW DO YOU PAY?
Family Budgeting Workshop

10. Exponential Growth through Innovation, Education, Customer Empathy
Earnings growth of P189.0m in 2004 to ₱9.7bn in 2015.
We have grown by 42 times in ten years and 253% in the last FOUR years.
We are building 12,000 homes in 2016, and 20% growth to 2020.

11. This is what MASS HOUSING should become.
“I will build a car … large enough for the family, small enough to care for… the best materials, the best men, the simplest designs modern engineering can devise.
But so low in price that no man making a good salary will be not able to own one.”
And that is precisely
what 8990’s business
is all about.
This is what MASS HOUSING should become.
Henry Ford

12. FIFTY YEARS FROM NOW, WHERE WILL YOU LIVE?