Business Outlook: SM Prime EVP Jose Jugo on navigating uncertainties in premium real estate | ANC

Published May 20, 2026 | Source: ANC Alerts

In a candid discussion on ANC's Business Outlook, SM Prime Executive Vice President Jose Jugo shared how the company is steering its Signature Series luxury residences through today's shifting economic landscape. Speaking with anchors Salve Duplito and Ron Cruz, Jugo highlighted the importance of staying agile amid rising interest rates and global uncertainties while keeping a close eye on the preferences of discerning Filipino buyers.

Jugo noted that premium real estate in the Philippines continues to attract strong demand from both local families and overseas Filipinos seeking secure, high-quality homes. He emphasized SM's focus on prime locations, thoughtful design, and long-term value, which help cushion projects against short-term market swings. The company's strategy also includes measured pacing of new launches to maintain balance in supply and pricing.

From a broader perspective, the premium segment's resilience reflects the Philippines' steady economic growth and expanding middle-to-upper class. As infrastructure projects advance and urban centers like Metro Manila and Cebu evolve, developers like SM Prime are positioning themselves to meet evolving lifestyles while contributing to job creation and community development across the country.

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