Calidad Realty Services Inc. marked its fifth anniversary with a strategy to expand its presence nationwide, positioning itself as a rising brokerage in the Philippines while unveiling a high-performance sales unit to drive its next phase of growth.
The celebration, themed “Half a Decade of Client-Centered Excellence: A Toast to the Past, Present, and Future of Calidad Realty,” gathered industry partners, clients, and top agents, underscoring the firm’s evolution from a pandemic-era startup in 2020 into a multi-million peso brokerage with a growing footprint.
Founded at the height of COVID-19 disruptions, the company has built its reputation on a performance-driven culture, a premium property portfolio, and a client-first approach—an ethos founder Zaldy Aquino Herrera Jr. says remains central to its expansion. “In real estate, it’s never just about transactions—it’s about people, trust, and the future they are building,” he said.
A key announcement at the event was the rollout of the Calidad Realty Elite Group, a curated team of top-performing property specialists tasked with raising standards in professionalism, integrity, and client service. The group will be backed by enhanced incentives, training, and access to high-value developments, as the brokerage sharpens its competitive edge.
Herrera said the initiative reflects a broader shift in the industry, with developers increasingly relying on outsourced sales forces to deliver results. “You know, all developers have their in-house team kasi, eh. So normally, like, developers would invest on their in-house property specialists. But this time, parang they’re really outsourced,” he said.
The company has secured commitments from partner developers, with sales targets reaching ₱1 billion per developer—an arrangement that has enabled it to invest heavily in talent acquisition and retention. “In fact, our targets with them are ₱1 billion for each developer,” Herrera said.
Calidad Realty’s growth strategy is anchored in the high-end segment, reflecting Herrera’s own experience in luxury real estate.b“But since my expertise is really high-end… that’s the market na na-attract ng company. So, most likely, yun ang kina-capitalize namin na market,” he said.
Despite global uncertainties, Herrera said the firm’s core clientele—comprising high-net-worth buyers—has remained largely resilient. “Because of our clients naman are high-end… they can hold on to their properties. Mostly, they’re also very liquid. Parang hindi naman sila affected ng war,” he said.
The Calidad Realty Elite Group is also central to the brokerage’s longer-term ambitions. Herrera said the company is positioning the unit as a top-tier sales force that could attract competing offers from developers in the future. “Next year’s gonna be a bidding war between developers, kasi we positioned this group to be the strongest sales force in the Philippines,” he said.
At the core of Calidad Realty’s business model is a deliberate focus on long-term client relationships rather than transaction volume. Herrera said agents are trained to prioritize client outcomes, with revenue seen as a byproduct of service. “Primarily because we put our client’s best interest first. And the reward, the commission… comes as a reward of our acts of good service,” he said.
This approach has allowed the company to build a loyal client base, often composed of a small number of families making repeat investments through the firm.
Beyond commercial expansion, Calidad Realty also highlighted the work of the Calidad Foundation, its social impact arm, reflecting Herrera’s personal motivation shaped by his upbringing.
“Like, if I wasn’t a scholar in college, parang, I probably wouldn’t have finished college. That’s how poor we are,” he said. “Now that I have the platform, I want to share it with people.”
Over five years, the brokerage has accumulated multiple sales awards, mounted international roadshows across North America and the Middle East, and expanded its portfolio to projects valued in the billions of pesos, supported by a growing network of developments nationwide.
As it scales its national presence, the company says it will remain anchored on matching clients with properties aligned to long-term goals—while investing in talent and partnerships to sustain its growth trajectory.
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