On May 19, Unit Managers in Gensan Prepare for Natcon 2026 Qualifiers as City Sales Accelerate

GENERAL SANTOS CITY – A focused group of unit managers and team leaders gathered at the Filipinohomes Gensan office on May 19, 2026 for a strategic meeting designed to sharpen second‑quarter targets, review city‑wide sales performance, and kick‑off preparations for the network’s Road to Natcon 2026 qualifiers. The closed‑door session, which ran through the morning, was the latest in a series of leadership huddles following the network’s rapid expansion of its sales force in South Cotabato.

Unit managers presented first‑quarter performance metrics, identifying which residential segments are driving volume – affordable house‑and‑lot packages, pre‑selling condominiums, and economic housing under the national 4PH program – and which need additional marketing support. The meeting also addressed how to better integrate new recruits into existing teams, ensuring that the city’s growing number of Filipinohomes salespersons receive consistent field coaching.

Setting clear goals for better results

The unit managers meeting revolved around translating broad growth targets into measurable, branch‑level actions. Each team leader was asked to present a detailed “second quarter playbook” covering prospecting activities, product‑knowledge schedules, and client‑follow‑up protocols. Key performance indicators discussed included number of new client meetings per agent, conversion rates from seminar attendees to signed buyers, and the volume of Pag‑IBIG loan endorsements processed through the office.

Participants also reviewed updated sales materials for Gensan’s primary housing projects – PHirst Park Homes (Century Properties Group) and Deca Homes Gensan 2 – and discussed how to present the Expanded 4PH Program’s 3‑percent subsidized interest rate to first‑time buyers and OFWs. The consistent demand for price‑accessible units that qualify for government housing loans was cited as a major factor driving the city’s recent sales uptick.

Gensan sales and the Road to Natcon 2026 qualifiers

A significant portion of the meeting was dedicated to the network’s Road to Natcon 2026 qualifiers – a region‑wide performance assessment that determines which agents and unit managers will represent Filipinohomes‑Gensan at the network’s upcoming national convention (Natcon). The qualifiers track cumulative sales, recruitment of new agents, client satisfaction ratings, and compliance with DHSUD regulations.

Unit managers were provided with a scorecard showing their team’s current standing. Qualification deadlines and tie‑breaker rules were reviewed. The meeting also included a walk‑through of digital reporting tools that allow team leaders to monitor their agents’ sales in real time, helping them identify which of their salespersons are on track to Natcon qualification and which need targeted coaching. Additional coaching sessions were scheduled for agents whose numbers fall short of the qualifier threshold, with emphasis on lead generation and closing techniques.

Recent Filipinohomes momentum in Gensan

The May 19 unit managers meeting follows a string of Filipinohomes events in General Santos City over the past three weeks. On April 25, Team Red Diamonds held a contract signing at the Laurel Main Office, locking in unit managers and salespersons as Gensan advanced its ₱2.33‑billion Palengke Heneral PPP and proposed $1.2‑billion air cargo hub. BEXTeam OverTop completed its contract signing before the end of April at the same office, formalizing a new BEX‑affiliated team’s entry into the network. On April 22, CEO Anthony Leuterio led a well‑attended “Build Wealth in Real Estate” seminar at Grand Summit Hotel. Earlier in the month, Team Red Diamonds also executed a contract signing at the Laurel Main Office. The May 19 unit managers meeting builds directly on those recruitment and onboarding activities, focusing now on leadership alignment, target setting, and convention qualification.

Why Gensan is a 2026 real estate magnet
General Santos City’s real estate market is being lifted by two landmark infrastructure projects that are reshaping the city’s commercial and logistics landscape.

• Palengke Heneral PPP underway – The ₱2.33‑billion redevelopment of the Central Public Market into Palengke Heneral, the first public‑private partnership undertaken by a local government unit in Mindanao, is now moving forward. Robinsons Land Corp. is financing, designing, and constructing a three‑storey integrated public market and commercial complex on a 23,126‑square‑meter site, with a total floor area exceeding 14,800 square meters. The solar‑powered complex introduces clearer zoning between wet and dry sections, advanced sanitation systems, and integrated security features including CCTV monitoring.

• Proposed global air cargo hub – A Japanese firm, Tokushima Auction Market Co., Ltd., has expressed intent to invest US$1.2 billion (approximately ₱71.3 billion) to develop an AI‑powered global air cargo hub at General Santos International Airport. The redevelopment will include runways exceeding 3,200 meters capable of handling large cargo aircraft, ultra‑low temperature frozen storage (−60°C, 2,000 tons class), and chilled warehouses (4,000 tons class), and is projected to generate 4,550 jobs.

• Residential pipeline expanding – Century Properties Group’s first‑home brand PHirst is making its Mindanao debut with PHirst Park Homes Gen San, a ₱5.3‑billion, 23.7‑hectare development in Barangay Baluan that will deliver more than 2,400 housing units. The project offers Amani (36‑sqm) and Dua (48‑sqm) house models and includes amenities such as a clubhouse, swimming pool, Paw Park, Linear Park, Outdoor Cinema, and WiFi Node.

• Deca Homes Gensan 2 in Barangay Apopong is proceeding under the Expanded 4PH Program, offering 7,430 house‑and‑lot units through Pag‑IBIG’s subsidized home loan program. The first batch of units was turned over to homebuyers in March.

Strengthening the Gensan leadership bench

For the unit managers who attended the May 19 meeting, the primary takeaway was a set of clear, measurable targets for the second quarter, tied directly to the Road to Natcon 2026 qualifiers. They also received updated sales materials for PHirst Park Homes Gen San and Deca Homes Gensan 2, and a digital scorecard that lets them track their teams’ performance in real time. The meeting also included a refresher on DHSUD compliance rules and internal escalation procedures for client concerns, ensuring that as sales volume grows, transaction quality keeps pace.

With Gensan’s infrastructure pipeline advancing – Palengke Heneral under construction, a multi‑billion‑dollar air cargo hub proposed, and thousands of 4PH units being delivered – the city’s housing market is positioned for sustained growth. The May 19 unit managers meeting ensured that the local leadership team is aligned, target‑driven, and focused on qualifying for Natcon 2026, backed by the full resources of the country’s largest real estate network.