STAR Rtn. Jaime Jose V. Fernandez: It’s About Living Well and Living Green

STAR Rtn Jaime Jose “JJ” Fernandez is that real estate professional who decided to be in the business “to give people the experience of living well and, ideally, with access to nature or the outdoors.” Get to know more about STAR Rtn. JJ and find out why – after getting full exposure to the different stages of property development – he decided to venture into his own real estate business. The are many things about his job that he loves, but nothing beats the top three factors he shared in this interview.

Rhea Vitto Tabora (RVT): Please describe your profession and how did you get into the real estate industry.

Jaime Jose V. Fernandez (JJVF): I recently left the corporate real estate world and decided to go into my own real estate business. Much of what I am doing now is focused on land acquisition brokering for developers and institutional clients. I found this particular field in real estate more aligned with my personality because I like going out of the city, discovering new places and meeting different people. Now and then, I also help friends and family with their properties. Eventually, to build my own projects.

Previously, while working as an employee with real estate developers, I handled business strategy and project development. This gave me the opportunity to be exposed to the different stages of property development from land acquisition to project execution for residential, leisure and industrial sites. I did studies on sports clubs, beach resorts, industrial parks and at one point, I did some work on the development and operations of a self-sustaining natural watershed. I realized I was in my most natural element when I handled leisure and industrial projects, which is why I tend to be more focused on these areas now that I am on my own.

RVT: What do you love about your job?

JJVF: There are many things to love about my job. First is the challenge to help clients find the right property for their requirements. It is not easy to find a property that meets the magical formula desired by the client that meets their location, accessibility, size, price, terrain and zoning and other criteria. It can take months to find this elusive perfect parcel and years to complete an acquisition for a large-scale consolidated property. I find this an intriguing challenge to take on, plus the suspense during the negotiations, and the rush you get when you finally reach an agreement.

Second is the travel, exploration and discovery that goes with the search and selection process. Before the pandemic, my job used to take me to many parts of the country in my search of properties. I have been to many undiscovered beaches, farmlands, walked through and almost gotten lost in a huge sugarcane field, gone diving in unexplored waters, slept in huts and woke up to a beach as my office. As you search for land, you meet and get to know the sellers and learn about the stories behind their properties, such as how one used to be a summer home of a politician, a former plantation that has eventually been reached by urban development and a beach resort left to the kids to redevelop and manage.

Third is the project development process. It is the discipline of balancing creativity with financial feasibility in any project. It is creating all these new spaces and making sure they work. It would be great if we had all the funding and the land to develop, but both of these are scarce resources that need to be prudently deployed. I am sure any architect would like to be given a free hand to run away with whatever design they have in mind, but this has to be tempered with practicality, cost, and market preferences.

RVT: What role do you play in the green building initiative in the Philippines and how meaningful is it for you?

JJVF: I do not really have any formal role in the Philippine green building initiative. But as one who loves the outdoors, I prefer to align myself and work with clients and developers who I know share the same values of responsible development. It can be done. You just need to have the sincere conviction in you to design your project well. On the business side of things, it pays off in terms of lower operating costs and good brand building. People always want to be aligned with a good corporate brand. So, for me, as I build my business, it is very meaningful to develop responsibly not only because you know you are creating something that is good for people and the earth, but also for your business brand that will allow you to charge a premium later on.

RVT: Where do you see the real estate industry going in the years ahead?

JJVF: In the Philippines, assuming our physical and digital infrastructure plans are built according to plan and on schedule, there will probably be a development of satellite business districts where people can converge and do business instead of having to go all the way to the major central business districts. These areas will complement remote working that I don’t think will ever go away. This pandemic has also brought on an increased awareness and desire to have access to sunlight, fresh air and green areas. So, offices and other establishments are now installing operable windows in their new designs, more open areas, larger windows, better indoor air filters and easily accessible stairways. Neighborhoods will be less sprawling to encourage more walking. Many will still live in the city but there has been an increase in demand to buy properties outside of the city, either as an alternate home for the weekend or as a primary home where they can work remotely for the most part of the week.

RVT: What experiences do you feel shaped you the most?

JJVF: Experiences that shaped me the most in relation to my job. Well, I grew up in Cagayan de Oro at a time when there were a few cars on the road, no traffic, one channel on TV that wasn’t too entertaining, so we stayed outside and played with other kids in my neighborhood to pass the time. The beach was ten minutes away – I would go and snorkel after breakfast and be back home for lunch. The mountains of Bukidnon were an hour's drive away. We would go there regularly with my family, have picnics by the river and explore the forests. In college, I went scuba diving frequently and continued to do so when I started working. I was lucky enough to dive in many sites and see the differences in the underwater environment. I also had the chance to work with a foundation to develop and operate a 2,700-hectare watershed. I had fun doing all these and I would want people to enjoy and appreciate nature as I did. This is one of the fundamental reasons I decided to be in real estate – to give people the experience of living well and ideally with access to nature or the outdoors.

RVT: Is there a quote that motivates you?

JJVF: A diamond is just a chunk of coal that stuck to its job.

RVT: Looking back at your life thus far, what are you most proud of?

JJVF: I have to say that the most fun and interesting project I have ever handled was the development of the 2,700-hectare La Mesa Ecopark thru ABS-CBN Foundation. Unlike corporate projects, we did not have money nor the usual project development team to help us put the park together. All that kept us going was a vision to build a park similar to the ones you find in other countries. We had to solicit funds from private corporations and politicians. It was like putting together a jigsaw puzzle – one attraction at a time as the funds came in. I still see pictures of it online and I am happy that it has been able to sustain itself all these years.

RVT: What are your interests and hobbies? What do you do when you are not at work?

JJVF: Many many years ago, I used to go scuba diving frequently; I enjoy the ocean. I might go back to doing that once conditions are safer. I like taking pictures. Once in a while, I take some nice shots! On an ordinary weekend at home, I tend to do some handyman stuff or work in the garden. Right now, I am busy reviving the fishpond in our subdivision. The filtration system wasn’t designed well, so I am learning how to build a natural wetlands filtration system. On other days, I do some laps, walk the dogs; some days, I just binge-watch.

RVT: What ignited your interest in joining the Rotary Club of Manila?

JJVF: The values of Rotary about doing good for mankind and with integrity, is very much aligned with my personal values. I see Rotary as an opportunity to work with like-minded people to do good things on a larger scale, reaching more people or creating a bigger impact. My Dad was a Rotarian in Cagayan de Oro. I remember some of his projects and all their fun activities. I am looking forward to the same things here at RCM. I just can’t get anything done now but I think when conditions are safer for my family, I am sure I will find myself immersed in one of the projects. Probably something that involves the outdoors.