AVIDA Land Inc., the core middle income brand of Ayala Land Inc., is reigniting the property market with the launch of new vertical development, The Heights Katipunan, as it gauges renewed demand in one of Quezon City’s most established residential corridors.
The New Heights Katipunan will be the brand’s first high-rise development in recent years since the problem of oversupply compelled most property developers to delay project launches.
“We want to check and test the market, and we want to come in with a really strong product, both on the location and also on the specifications or the features themselves,” an Avida president Raquel Cruz said.
“I think this is the first time that we’re doing this, and this is the first time we’re doing it in Katipunan,” she added.
New way to live
Katipunan’s character, shaped by its proximity to major universities and its direct access to key urban centers, continues to attract a steady base of end-users and investors.
Avida said it curated the project’s unit mix to respond to this profile.
“So it’s mostly students, but I think on the top five floors, we also provided two-bedroom units,” the Cruz said. “Because normally, our finding is, if you get used to the area already, you normally want to stay there.
Scheduled for completion in September 2030, The Heights Katipunan will rise 33 residential floors and house 758 units, ranging from studios to two-bedroom layouts sized between 21 and 68 square meters. Prices start at P6.7 million, positioning the project within Avida’s core middle-income market and at pricing levels comparable to its Makati South Point developments.
Amenities are designed around daily functionality, including a study hall, meeting rooms, swimming pool, gym, and multipurpose hall. The project’s architectural design, developed with The Buchan Group Australia Pty Ltd, emphasizes natural light, openness, and a refined presence along Katipunan Avenue.
Buyer interest
Avida said broader market indicators have been turning positive, citing declining ready-for-occupancy inventory and improving pre-sales activity.
Buyer interest also continues to come from both end-users and investors as the property offers potential rental income because of its proximity to various universities.
During the first two weeks of pre-selling Avida already sold 119 units worth P900 million. It expects the whole development to generate P6.6 billion in sales.
“The Heights Katipunan empowers residents to thrive in a balanced, productive, and seamlessly connected lifestyle-steps away from top universities and vibrant commercial hubs,” said Aris Gonzales, Avida’s chief operating officer.
For investors, Gonzales said the project offers a strategic portfolio diversification with reliable rental income and lasting financial security.
The Heights Katipunan also integrates sustainability measures through Avida Land’s CLIMADAPT initiative, incorporating energy-efficient systems, water-saving features, rainwater harvesting, and heat-reducing materials—elements aimed at supporting resilience and long-term livability in an evolving urban market.
With Quezon City continuing to draw both homeowners and investors, Avida remains cautiously optimistic. “I’d like to think that with the right product, with the right timing, and with the right price, the middle-income market is still going to be there,” the executive said.
The article was originally published in Manila Standard and written by Jenniffer B. Austria.
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