DUMAGUETE CITY – It was a packed room in Dumaguete last weekend, but it wasn’t tourists checking in. It was a new batch of real estate agents getting checked in on their future.
Not just another meeting, the event marked Filipino Homes’ deeper move into Negros Oriental. Though it resembled an ordinary company briefing at first glance, attendees sensed greater significance. Among them were fresh graduates, individuals changing professions, and residents who had lived in the area for years. This moment carried weight - more than what met the eye. Expansion was underway, quietly gaining ground through new recruits drawn to opportunity. Behind the simple setup lay intent: steady growth anchored in local presence.
That system is the brainchild of Anthony Gerard O. Leuterio, the Founder and CEO of Filipino Homes. Leuterio, a Cebuano who started his real estate journey not in a high-rise boardroom but in a cramped 16-square-meter office, has built the company into a network boasting over 35,000 agents nationwide.
Why Dumaguete? The Appeal of the "Other" Urban Center
While Filipino Homes has a massive presence in Cebu and Metro Manila, their recent focus on Dumaguete is strategic. Often called the "City of Gentle People," Dumaguete has long been a hub for expats and students due to its relaxed vibe and universities. But the real estate landscape is shifting.
According to recent market data for 2026, Dumaguete is experiencing a unique property boom. Unlike the sprawling subdivisions common in Bacolod, Dumaguete’s geography, pinched between the sea and the mountains, creates scarcity. This is driving demand for specific types of housing.
The Condo Premium: Condominiums in prime walkable areas like the Piapi district command prices roughly 45% higher per square meter than house-and-lot properties in other parts of Negros. The orientation highlighted this, teaching new agents that the client looking for a Piapi condo is likely a retiree wanting to be near the boulevard, different from a local family looking for space in the suburbs.
Diverse Price Points: During the workshop sessions, leaders emphasized the wide spectrum of the market. A quick search on local listings shows residential lots ranging from as low as ₱650,000 in nearby Zamboanguita to luxury listings reaching ₱30 million in Cadawinonan.
The Expat Factor: With the median house price in Negros Island sitting around ₱6.2 million (approximately $109,000), Dumaguete remains significantly more affordable than Cebu City, making it a hotspot for foreign retirees . Agents were trained on the specific legal nuances of dealing with foreign buyers—who can own a house but not the land it stands on—a crucial piece of knowledge for the Dumaguete market.
More Than Just a Transaction
What set this orientation apart was the shift in tone toward the end. It wasn't just about commissions and closing rates. The speakers circled back to a theme Leuterio often pushes: financial literacy and genuine advice.
A common pitfall for new agents is pushing a sale that doesn't fit the client's budget. The trainers reminded the new hires that while property prices in the region rose about 6% in 2025, salaries haven't kept the same pace.
As the orientation wrapped up and the agents filed out into the humid Dumaguete air, their notebooks were full of market data and pricing strategies. But the real takeaway seemed to be the realization that in a city known for its gentleness, a gentle approach to guiding people home might just be the best business strategy of all.
