Filipinohomes Trains Secretaries on CRM in September Zoom Session

CEBU — Filipinohomes conducted a specialized CRM Training for its secretaries via Zoom on September 26, 2026, with Hernan Malubay leading the session. The module equipped administrative staff with advanced customer relationship management skills as the network pushes toward 150 branches nationwide.

The Backbone of a Growing Network

Filipinohomes now operates over 145 offices with more than 35,000 agents, and the administrative load multiplies with each new branch. The network recognizes that skilled secretaries are vital to keeping the entire system running smoothly. Without them, agents lose focus and clients feel delays.

The September 26 CRM training builds on the network's June secretaries training series. Those sessions covered document management, client-inquiry handling, office coordination, digital reporting tools, and inter-departmental coordination. May Antonette Leuterio shared strategies for streamlining daily workflows, while Robert Joni Laurente introduced digital tools that simplify document tracking and communication.

Why CRM Matters for Secretaries

In real estate, speed and accuracy are competitive advantages. A secretary who can retrieve a client's file instantly, confirm a reservation with one click, or send a reminder for missing requirements saves hours of back-and-forth. CRM proficiency transforms administrative staff from passive record-keepers into active partners in closing deals.

Participants learned how to log buyer requirements immediately into the network's system and trigger automated follow-ups. They tracked progress through every stage of the transaction pipeline. The training also covered professional communication protocols across phone, email, and messaging apps, ensuring a consistent tone that shapes client experience.

A Dense Week Across the Network

The September 24 training coincided with a flurry of activity nationwide. The same day, Filipinohomes held a Team Leaders and Secretary Meeting at the Cebu main office on Aznar Road, Sambag 2, aligning workflows ahead of the National Real Estate Convention. Batch 1 and Batch 2 Meta Ads Training sessions ran at the Iloilo office, with the afternoon batch themed "Stop Targeting, Start Creating."

A New Agents Orientation was also held via Zoom for Bohol recruits. On September 23, Team VIP United staged a Mid-Year Awarding in Davao, while Team LR Direct gathered for a Kamustahan in Tagbilaran. On September 22, the network ran an AI Training for Team Red Diamond and a Westernland Product Knowledge Seminar in Iloilo.

Preparing for the Convention Season

The training came as Filipinohomes entered the final stretch before its National Real Estate Convention on October 18 to 19 at Jpark Island Resort & Waterpark in Mactan, Cebu. The convention requires seamless coordination of delegate registration, accommodation, transportation, and on-site logistics—tasks that rely heavily on administrative precision.

NatCon has evolved from a modest gathering beside the network's first garage office into a major industry event drawing thousands of delegates and top developers. For secretaries, the convention represents both a challenge and an opportunity to demonstrate the operational excellence the September 24 CRM training was designed to build.