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 premium Signature Series residences through today's shifting economic landscape. Speaking with hosts Salve Duplito and Ron Cruz, Jugo highlighted the need for flexibility amid global uncertainties, rising construction costs, and evolving buyer expectations. He emphasized that SM Residences continues to prioritize thoughtful design and long-term value, ensuring luxury living remains both aspirational and attainable for Filipino families.

Jugo noted that while interest rate movements and inflation have tempered some market activity, demand for well-located, high-quality homes in Metro Manila and key provincial cities remains steady. The company is responding by improving sustainability features, integrating smart home technologies, and creating spaces that build community and family connection—values rooted in Philippine culture. These strategies, he explained, help cushion the portfolio against short-term volatility while building resilience for the years ahead.

From a broader perspective, the premium real estate sector reflects the Philippines' underlying economic strength, supported by robust remittances and a growing middle class seeking elevated lifestyles. Jugo expressed cautious optimism, pointing to SM Prime's diversified developments and strong brand trust as anchors during uncertain times. As the market evolves, such adaptive approaches may well set the tone for how the country's upscale housing continues to thrive.

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