The Filipino housing buyer is changing, and developers are being challenged to understand those changes before the next generation of communities takes shape.
At the 34th National Developers Convention of the Subdivision and Housing Developers Association (SHDA), market researchers, planners, government officials, developers, and creative professionals will examine the forces influencing housing choices in the Philippines.
The two-day convention will be held September 16 and 17, 2026 at Marquis Events Place in Bonifacio Global City, Taguig, under the theme “Elevate: Sustaining Progress through Collaboration and Strategic Housing Innovations.”
One of the most consumer-relevant discussions will come from Philippine Survey Research Center Executive Director Cristina Reyes, who will examine shifting homebuyer preferences and expectations.
Her presentation is part of a larger second-day program focused on market intelligence, demographics, and the behavior of future homeowners.
PIDS Vice President Dr. Marife Ballesteros will discuss evolving market demand, helping developers understand the broader demographic and economic forces behind housing decisions.
These discussions matter because the definition of a desirable home is expanding.
Buyers may still prioritize affordability and location, but the surrounding community, access to services, infrastructure, environmental considerations, and long-term convenience are increasingly part of the decision.
The convention’s design sessions reflect that broader definition. GIGIL Founding Partner Badong Abesamis will offer creative perspectives, Dan Matutina of Plus 63 and Hydra Design Group will explore strategic design, and PGAA Creative Design Principal and Founder Archt. Paulo Alcazaren will discuss urban design and environmental planning.
Sustainability will also be part of the conversation. Joy~Nostalg Group Raemulan Lands Founder and Group Executive Officer Jacinto C. Ng., Jr. will share initiatives involving renewable energy and community transformation.
But consumer experience begins long before a buyer visits a model house.
Housing policy and development procedures can affect the timing, cost, and availability of projects.
Sen. JV Ejercito will discuss legislative directions involving housing, urban planning, and resettlement. Department of Economy, Planning, and Development Social Development Staff Director Girlie Grace Casimiro-Igtiben will address economic priorities related to housing.
Taxation will be covered by BIR Deputy Commissioner Atty. Larry Barcelo, while Anti-Red Tape Authority Deputy Director General Dr. Lea Grace Salcedo will discuss efforts to make government processes more efficient.
Pag-IBIG Fund Business Development Head Fermin Sta. Teresa, Jr. will highlight financing partnerships and offerings.
The physical foundations of communities will receive equal attention. Department of Agrarian Reform Adjudication Board Member III Asec. Atty. Rolando S. Cua will discuss land conversion and clearance.
National Water Resources Board Executive Director Dr. Sevillo David, Jr. will cover regulations on private-sector access to water resources. Electricity, solid waste management, and telecommunications will also be discussed.
The program is supported by a Housing Roadmap developed by a University of Asia and the Pacific research team led by former president Dr. Winston Conrad Padojinog, with SHDA and other housing organizations.
For SHDA, the goal is to turn these discussions into useful recommendations. Overall Convention Chair Clarissa De Joya said delegates should leave with practical strategies for navigating development processes.
Chairman Engr. Francis Richmond Z. Villegas emphasized collaboration, and National President Kerwin V. Padua said the association wants discussions to lead to concrete action.
Convention Resolutions will consolidate recommendations from the two-day event and serve as a guide for stakeholders.
The convention also includes a Fellowship Night on September 16, providing an informal setting for industry and government participants to connect.
For consumers, the most important question is ultimately simple: will tomorrow’s housing developments better reflect the lives of the people who will live in them?
SHDA’s upcoming discussions suggest that answering that question requires listening to buyers while improving the systems behind the homes they purchase.
Registration remains open at shda.ph/natcon-2026/.