1185830_665057626854981_151298107_nOLD Balara Quezon City has a NEW baby coming out this September and they named it LAROSSA.

It’s always a thrill for me to check out new home development projects specially when it embraces ecocentrism as a philosophy just like LAROSSA, the 36,401 square meter mid-rise residential project of PRIMEHOMES REAL ESTATE DEVELOPMENT CORPORATION.

Located at Bgy. Old Balara in Zuzuarregi Road and Capitol Hills Drive, less than 5 minutes to and from Tandang Sora and Commonwealth Avenue and just a couple of minutes away from Ayala Heights, University of the Philippines, Ateneo De Manila University, Ayala Technohub, Vertis North, SM North and Trinoma.


I went there last Friday afternoon with some friends to meet our gracious host MS. AMICA SOPHIA M. PAULINO, the Chief Marketing Officer of PRIMEHOMES and also our beautiful site tour coordinator that day.21422_665054556855288_403648038_n

Ms. Amica Sophia Paulino
Ms. Amica Sophia Paulino

Ms. Paulino said that PRIMEHOMES is a very young real estate developer whose team is composed of 40% architects which make their company a design-driven organization.   Their first project, which sold out 6 months after its launch was the 20-unit LE LAGORE MANSIONS also located at Capitol Hills, Quezon City.  Formerly known as PRIMESTATE VENTURES, they recently changed their name to PRIMEHOMES to make it more attuned to their company thrust –

To set the trend in the real estate industry by introducing sustainable homes using progressive design, concepts and approaches.  Habitats that encourage a balanced lifestyle in harmony with  nature.


Tagged as an Urban Botanical Community, the LAROSSA project embodies this thrust by building their 12 10-story condominium projects carefully master-planned to preserve the site’s existing vegetation and natural features.  A total of 65% of open spaces equipped with jogging trails and water parks surrounded by some decades old trees.

The site was legally acquired from the Intercontinental Broadcasting Corporation (IBC 13) by Primehomes with the aim of developing 36,401 of the 41,401 square meters property into a residential complex, while the remaining portion (5,000 square meters) was for the construction of two new buildings for the broadcast company.

The residential project is divided into 4 phases and phase one which is composed of 3 Buildings (Sampaguita, Magnolia and Camia) is already 80% sold.  Full swing construction will begin in September this year.

LAROSSA is situated a good distance away from the main roads so there will be lesser pollution in the area and it is surrounded by other high-end residential real estate communities.  One thing that will set LAROSSA apart from the other mid-rise real estate projects in the same area is its promise to be more than just the typical pavement to wall residential area.

“Instead of creating and selling houses, we create communities and sell unique, worry-free and ecocentric lifestyles.” Ms. Paulino explained.

Phase 2 is composed of 3 more building units (Albizia, Belladonna and Narra), Phase 3 will have 4 building units (Plumeria, Orchidia, Dahlia and Acacia) and Phase 4 is set aside for future developments.

There will be a total of 2,869 first-class residential units that comes in three different sizes and priced competitively at P90,000 per square meter.

STUDIO (23.4 sqm) – 2.1M






STUDIO PREMIERE (29 sqm) – 2.6M







1-BEDROOM (34.6 sqm) – 3.1M








Ms. Paulino said that based on her 4-year experience in marketing LAROSSA,  she believes that the project practically sells itself.  Her experience with the company has also broken all assumptions on prospective buyer profiles since majority of all those who bought units in LAROSSA are single females who are also Quezon City residents.  Only a small percentage belongs to the OFW sector and those with families.

Another great thing about LAROSSA is its Clubhouse called the GROVE which is cleverly designed to make use of the natural shade of the majestic trees for a calm and cool atmosphere where residents can unwind and pursue leisure activities.  It will have a multipurpose deck, garden courtyard, multipurpose hall, commercial strip, fitness center and a tree pod viewing lounge.

To sum up, here are a few personal notes why I think LAROSSA is a great investment:

  • It’s in Quezon City
  • It’s priced around 15-20% lower than other real estate development in the same area at 90,000/sqm
  • The project is eco-friendly
  • Add on services such as experienced property management assistance, free interior design and free space planning consultations

LAROSSA is the official flagship project of PRIMEHOMES headed by its Chief Executive Officer (CEO) and Principal Architect NATHANIEL L. ROMERO and his team of experts: Atty. Maillol Amer Magpantay, Virgilio Pineda, Greg Alan Ignacio, Miguel Mendoza, Nino Jacinto Gajasan, Manuel Maximo Lopez Del Castillo Noche, Engr. Edmond Sesem and Ejay Bumatay.

For more about LAROSSA go to www.larossa.com.ph or LIKE them on Facebook www.facebook.com/larossa.community


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Writer, Wanderer, Child of God


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  1. OK, how I wish I can ever afford one unit of that realty. One bedroom would prolly take a me a lifetime to liquidate. But I can see why it is suited for the elites.

  2. It’s nice to hear that more residential choices are given to city dwellers who deserve an environment that can relax them and they could call home.

  3. I like that it aims to be eco-friendly. The neighbor is high end Ayala Heights! Its proximity to UP and Ateneo is a big plus. Should be a good investment.

  4. check out these posts to see the truth behind this scam…

    > http://businessmirror.com.ph/index.php/en/news/opinion/15968-ombudsman-tackles-ibc-13-s-giveaway-deal

    I know for a fact that Primehomes started to sell Larossa since 2010 and until now, sept of 2013 still no building is rising.

    Real deal about Larossa:

    lots of back outs and complaints for buyers already flooding their company and even their customer service through Nancy Sio does not have any concrete answers to the complaints of the buyers.

    they already rediscounted all the post dated checks by the buyers that is why it is very hard for us to get our hard earned money back.

    THIS LAROSSA IS A SCAM and still have a CRIMINAL CASE of GRAFT & FALSIFICATION OF DOCUMENTS that needs to answer to the OMBUDSMAN!!!

    Check their permits and documents, they have ONLY BUILDING PERMITS for their 1st building ONLY! they have NO LISENCE TO SELL as per HLURB for their other buildings, they only have for their 1st building!

    PRIMEHOMES enjoys our hard earned money… beware! I WILL INFORM MEDIA and ALERT EVERYONE!!!

    I hope GOD forgives you!!!