Soberano: From mere employee to CEO

CEBU, Philippines - Fourteen years ago, Cebu Landmasters Inc. (CLI) started with only just two employees — founder Jose R. Soberano III and his assistant.

From a humble beginning, Soberano built one of the successful real estate companies in Cebu today.

It is the first ever homegrown property developer in Cebu that became a publicly listed company recently.

Success did not come easy for the real estate veteran.

Soberano, together with his assistant, started CLI 14 years ago.

Seeing an opportunity in the neighboring town, he had to convince people to buy his houses, which eventually led to his first three-hectare development, the San Josemaria Village in Balamban town.

But before CLI actually came into the real estate industry, Soberano was an employee of an established national property company.

With an impressive educational background, mastering the art of real estate was elementary.

His journey began when he joined the Ayala Group of Companies where he had worked in various companies for over 23 years long.

His experience included various stints with Ayala Investment, Bank of the Philippine Islands and Ayala Land Inc.

He was also part of the pioneering group that established Cebu Holdings Inc., the Ayala Land subsidiary in Cebu City, where he led vertical and horizontal developments, and played an integral part in the development of both the Cebu Business Park and Cebu IT Park — urban developments that have proven vital to Cebu's economic present and future.

He rose through the ranks to become senior division manager at Ayala Land and vice president of Cebu Holdings.

Soberano's academic track spelled excellence.

He has an AB Economics degree from Ateneo de Manila University and has completed the Strategic Business Economics Program (SBEP) at the University of Asia and Pacific, and Advanced Management Development Program in Real Estate at the Harvard University Graduate School of Design.

From an employee to employer

But how did Soberano manage his transition from being an employee to become an employer?

The businessman said he learned valuable lessons along the way, which he is able to apply in his own business.

“When you are an employee in an organization, you are also a witness of how people work from the ground. Moving up, you gather all these experiences positively," Soberano shared in a recent interview.

So when he established CLI, the real estate CEO said he feels for the people he works with and "how they manage to work."

He also underscored the importance and value of team work, and harnessing and nurturing the talents of his organization.

Driving the success

What drove the company to be what it is today?

Soberano would want to attribute it on at least three factors: his treatment to his people; the value of integrity; and the need to be hands-on in the business. For Soberano, he looks at his people as part of his family.

He said that whatever success his company has reached, he shares it "with the people behind the organization who made it possible to grow the company in 14 years and will continue to grow."

“There are so many hands that made it possible. It’s not just about me," the Cebuano CEO said.

“It has always been the organization behind me, the team whom I feel is like my family," he further shared.

As a boss, it is important for Soberano that everyone in the company knows well the direction of the organization.

"The problem comes in if they are just there to do 8-hour work, but don’t know what for. It is not just about what they will get every 15th or 30th of the month but it's knowing that this is for a better thing,” he said.

Advice

What advice can he give to those who aspire to become successful businessmen?

To aspiring entrepreneurs, he told them to brace for challenges that may come along their way.

"Recognize what are your strengths. And just like in any pursuit in life, there are ups and downs. But I feel it's when things are rough that you become better. That's really the real test on how you are able to grow," he shared.

He also urged would-be entrepreneurs to constantly look for opportunities around and make an action to take advantage of them.

Present

Today, the Cebu developer has more than 28 projects in the Visayas and Mindanao.

CLI earlier announced a P12-billion expansion in the Vis-Min region to address the need for housing, offices, and commercial spaces.

At present, CLI has simultaneous projects in Cebu, Bacolod, Dumaguete, Cagayan de Oro, and Davao for this year. (FREEMAN)