Cebu Landmasters Inc. (CLI) is entering a new chapter in its growth story with the appointment of Jose Franco Soberano as president and chief executive, marking the transition of leadership from founder Jose Soberano III after more than two decades of building the company into of one of the leading property developers in the country.
The leadership change comes as CLI posts record sales and expands beyond its traditional strongholds in Visayas and Mindanao. Soberano III will remain executive chairman and chair of the executive committee, providing strategic direction as the company pursues its next phase of growth.
Founded in Cebu in 2003, CLI has evolved from a regional developer into a publicly-listed company with more than 132 projects across 21 cities and municipalities. Its portfolio spans residential developments, offices, hotels, mixed-use projects and master-planned communities.
The transition reflects a succession plan that has been years in the making.
“This transition reflects years of deliberate preparation and a shared commitment to ensuring Cebu Landmasters remains strong for generations to come,” Jose Soberano III said.
CLI of the future
For Jose Franco Soberano, taking over the company’s top post comes at a pivotal time for CLI.
While the developer has established itself as the dominant property player in Visayas and Mindanao, the next phase of growth will likely be defined by expansion beyond its traditional markets.
Among the company’s most significant initiatives is its planned entry into Metro Manila through a residential mixed-use development in Pasig. CLI has likewise acquired a 70-hectare property in Dasmariñas, Cavite, which is envisioned to become a future township development.
These projects represent a major milestone for a company that built its reputation by serving emerging cities outside the capital.
Franco said the goal is not only to expand geographically but also to strengthen the foundations that have fueled the company’s growth over the past two decades.
“As our chairman has expressed his trust in the next generation of leadership, I humbly accept this responsibility with the deepest gratitude and with the highest respect for the legacy that Chairman Joe Soberano has built,” he said.
Under Franco’s leadership, CLI is expected to pursue a broader national footprint while continuing to capitalize on opportunities in fast-growing regional markets that have long been the cornerstone of its success.
Beyond VisMin
The leadership transition comes as CLI enjoys one of the strongest periods in its history.
In 2025, the company posted record reservation sales of P24.6 billion, up 45 percent from the previous year and the highest in its history. The growth was fueled by robust end-user demand across key Visayas and Mindanao markets and the successful launch of residential projects that generated strong take-up from buyers.
CLI also reported consolidated revenues of P18.5 billion, reflecting sustained operational strength despite the challenging environment faced by the broader property sector.
The company’s success has mirrored the rise of regional growth centers outside Metro Manila, where improving infrastructure, expanding economies and rising household incomes continue to drive housing demand.
With a new generation now at the helm, Cebu Landmasters is looking to build on its regional roots while pursuing opportunities in new markets, a move that could define its next stage of growth and further reshape its role in the Philippine property landscape.
The article was originally published in Manila Standard and written by Jenniffer B. Austria.
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