E.

Price Study
1. Overview of Rental Pricing in Atimonan, Quezon
Rental prices in Atimonan vary widely depending on unit type, location, and property
condition. The market is segmented into informal rentals (e.g., boarding houses, converted
homes) and limited formal rentals (apartments with contracts and amenities). Overall, price
sensitivity is high, especially among students, workers, and low- to middle-income families.

Unit Type Price Condition Availability

Range (₱/month)
Boarding 1,000 – Basic, shared High
House (Shared) 2,500 amenities
Studio 2,500 – Small, modest Low
Apartment 4,000 furnishings
1-Bedroom 4,000 – Varies; few well- Moderate
Apartment 6,000 maintained
2-Bedroom 6,000 – Rare, often Very Low
Apartment 8,000 outdated or large houses

2. Affordability Benchmarking
Based on local income estimates:
Minimum Wage (Region IV-A, 2024): ₱520/day or ₱11,440/month
Average Household Income Estimate (Lower Segment): ₱12,000–₱20,000/month
Recommended Rent-to-Income Ratio: 25%–30%
This implies that:
Ideal rent for many households falls within ₱3,000–₱6,000/month
Anything above ₱6,500 is unaffordable for the majority

3. Price Elasticity & Occupancy Trends

Observations from local landlords and tenants:
Units priced at ₱3,000–₱5,500 often enjoy 90%+ occupancy, especially near schools or
transportation hubs.
 Units priced above ₱6,000 struggle to find tenants unless they offer added value (e.g.,
better location, semi-furnishing, parking).
Shared spaces under ₱2,500 have high occupancy but low tenant satisfaction.

4. Competitor Pricing Snapshot

Property/Location Type Rent Features

Boarding near St. Shared ₱1,500 Shared CR, bunk
Peter School Room beds, no kitchen
Private Room – 1BR ₱4,500 Gated, fan, no
Poblacion Apartment parking
Studio Unit – Villa Studio ₱3,800 Small kitchen,
Ibaba single occupant
Converted House – 2BR ₱7,000 Large space,
San Isidro Apartment needs renovation

5. Price Recommendations for New Development

Based on demand, affordability, and competition:

Proposed Unit Target Rent Justification

Type (₱/month)
Studio (15–18 3,500 – 4,500 Meets student and worker
sqm) demand; quick turnover
1-BR (20–24 4,800 – 5,800 Ideal for couples and young
sqm) families; strong demand
2-BR (30–35 6,200 – 6,800 For OFW families; limited
sqm) competition in this bracket

6. Conclusion
There is a clear pricing sweet spot in Atimonan between ₱3,000–₱6,000/month, which
aligns with what the majority of renters can afford. Properties in this range, especially studios
and compact 1BR units near key locations (schools, transportation, town center), have high
occupancy rates and low marketing costs. Developers entering the market should aim for
efficient design and low operating costs to meet these price targets while maintaining
profitability.
 F. Factors Affecting the Market
The rental housing market in Atimonan, Quezon, is shaped by a mix of demographic,
economic, policy, and social factors. Understanding these elements is critical to assessing
market viability and planning development strategies.

1. Population Growth and Urbanization

Atimonan’s population is growing, with internal migration from rural barangays toward
the town center due to education and employment opportunities.
Urbanization trends are pushing more people to rent rather than build, especially
younger populations and transient workers.

2. Income Levels and Affordability

A significant portion of the population falls within the low- to middle-income bracket.
The average monthly household income in the area is estimated between ₱12,000–
₱20,000, making affordability a major consideration.
Rental spending is capped around ₱5,000/month for most tenants, emphasizing the
importance of efficient, cost-conscious housing design.

3. Employment and Economic Activity

Atimonan is a port town with moderate commercial activity, relying heavily on fishing,
retail, and local services.
Employment is often informal or seasonal, creating unstable rental payment capacity
and demand for flexible lease terms.
Nearby infrastructure projects or industrial developments (if any) could temporarily
boost rental demand.

4. Education and Student Mobility

The presence of schools in the poblacion and nearby barangays leads to seasonal
spikes in demand from students and boarders.
 Student renters often seek affordable, short-term housing, influencing the growth of
boarding houses and shared rooms.

5. OFW Remittances
Many households in Atimonan receive financial support from overseas Filipino workers
(OFWs).
This segment often seeks secure, well-maintained rental housing for their families or as
a temporary base while they’re abroad.
OFW income influences demand for 2-bedroom units and semi-furnished apartments.

6. Availability of Land and Development Costs

Affordable land is still available in outer barangays, but infrastructure (roads, water,
electricity) may be underdeveloped.
Construction costs and the lack of economies of scale limit the ability of small
landlords to upgrade or build new units.

7. Informal Housing and Legal Constraints

Much of the current supply comes from informal rentals, such as converted rooms or
homes without legal leases.
This limits tenant security and restricts landlords’ ability to access formal financing or
enforce contracts.
The absence of a clear regulatory framework for small-scale rentals adds uncertainty to
the market.

8. Local Government Policies and Support

As of now, there is limited LGU involvement in promoting affordable rental housing.
If supported by local housing programs, tax incentives, or zoning reforms, the market
could grow more sustainably.
The recent trend of encouraging low-cost housing in certain barangays may gradually
improve the formal housing stock.
 9. Transportation and Accessibility
Areas near transport terminals, schools, and town cent
ers remain the most desirable and expensive for renters.
Lack of reliable transportation in outer barangays can depress rental demand despite
lower prices.

10. Social Preferences and Community Factors

 Renters, especially families, prioritize safety, privacy, and community reputation.

 Apartments in quiet, flood-free, and low-crime barangays are preferred even if slightly
more expensive.

Conclusion

The rental market in Atimonan is highly sensitive to affordability, mobility, and location.
Economic limitations, informal housing norms, and seasonal student flows define the current
landscape. Addressing infrastructure gaps, formalizing rental arrangements, and targeting
underserved segments—especially 1BR and 2BR units under ₱6,000—can unlock market growth
and improve rental conditions for both tenants and property owners.

G. Analysis of Research Data

Analysis of Research Data – Apartment Rentals in Atimonan,

Quezon

1. 📍 Location Context

 Atimonan is a 1st-class municipality in Quezon Province with a growing population of

over 60,000.
 Key areas near the public market, schools, highways, and the port are in higher demand
due to accessibility.
2. 🧑‍🤝‍🧑 Demographic Findings

 Majority of renters are:

o Ages 25–45
o Employed as local workers, small business owners, or public school teachers
o Families earning ₱10,000–₱20,000 monthly
 Many households are extended families living under one roof due to lack of available
affordable units.

3. 💸 Income & Affordability

 Target rent affordability range: ₱2,000–₱6,000/month

 Most renters are willing to allocate 20–30% of monthly income to rent
 Strong demand for low deposit requirements (1-month advance, 1-month deposit)

4. 📈 Rental Demand Data

 Over 60% of surveyed respondents indicated interest in moving if a clean, safe, and
affordable unit is available.
 OFW-supported households want low-maintenance, secure apartments for their
families.
 Seasonal demand spikes (e.g., school openings, job transitions).

5. 📉 Supply Situation

 Shortage of formal, well-maintained rental units in urban barangays like Poblacion,

San Isidro, and Villa Ibaba.
 Existing apartments often have:
o High rents (₱7,000+) not matched by incomes
o Poor maintenance and informal agreements
o No amenities or security

6. 🏷️Rental Price Survey (2024 Averages)

Unit Type Monthly Rent (₱) Condition Notes

Boarding House 1,000 – 2,500 Shared toilet/kitchen For students, not family-friendly

Studio Apartment 2,500 – 4,500 Often bare, small space In demand, but limited supply

1-Bedroom 4,000 – 6,000 Basic amenities Ideal for couples or small families
 Unit Type Monthly Rent (₱) Condition Notes

2-Bedroom 6,000 – 7,500 Few units available Rents higher than most can afford

7. 🧩 Key Market Gaps Identified

 Lack of clean, well-managed apartments priced below ₱5,000/month

 Few options for small families or couples looking to rent long-term
 No structured leasing system (no contracts, deposits vary, landlord inconsistencies)

8. 📝 Tenant Preferences

 Units near work/school (walkable distance)

 Clean water, good ventilation, and secure perimeter
 Proper lease agreement with receipts
 Option for semi-furnished units (with basic appliances)

9. 🔍 SWOT Summary (Based on Data)

Strengths Weaknesses

High rental demand Low awareness of new properties

Affordable target rent is viable Low quality of current housing stock

Market prefers formal leasing Lack of online listings in Atimonan

Opportunities Threats

Digital marketing can dominate Informal housing may undercut prices

Strong word-of-mouth in barangays Economic shocks can reduce paying capacity

✅ Conclusion of Data Analysis

The research clearly shows a strong demand but weak supply of formal, affordable apartment
rentals in Atimonan. The local market is underserved, especially for clean, well-managed units
priced below ₱6,000/month. There's a high potential for success if the rental product is:

 Priced correctly
 Promoted actively (online and locally)
  Managed transparently and professionally

H. Marketing Program

A strategic and cost-efficient marketing program is essential to attract potential tenants, ensure
high occupancy, and build long-term rental stability. The following marketing plan is designed
specifically for affordable apartment rentals in Atimonan, Quezon.

1. Target Audience
Segment Key Traits Marketing Focus

Students Age 18–24, budget-limited Proximity to schools, affordability

Workers/Daily Wage Rent under ₱5,000, easy access to

Income ₱10k–₱15k/month
Earners transport

Young Couples/Families Age 25–40, starting families Security, privacy, schools nearby

Remittance-supported, value quality &

OFW Families Clean, semi-furnished 2BR units
safety

2. Positioning Statement

“Safe, Affordable, and Within Reach.”

Comfortable apartments with the right mix of affordability, security, and convenience—ideal for
students, families, and workers in Atimonan.

3. Marketing Objectives

 Achieve 90% occupancy within the first 6 months

 Maintain a minimum 70% tenant retention rate
 Generate at least 100 qualified inquiries/month during the launch phase
 Create strong local awareness and community presence

4. Promotional Channels
Channel Strategy

Facebook Marketplace & Groups Post listings weekly with clear photos, pricing, and contact details
 Channel Strategy

Local Bulletin Boards Place posters in schools, barangay halls, markets, terminals

Partner Schools/Businesses Distribute flyers in canteens, sari-sari stores, and local offices

Referrals Offer ₱500–₱1,000 reward per successful tenant referral

Signage Place attractive tarpaulins on-site and in high-foot-traffic areas

SMS/Text Marketing Send promotions to a list of past inquiries or local contacts

Online Listing Platforms Use free property listing websites like Rentpad, Lamudi (free tier), OLX

5. Launch Promotions

 Free 1st Week Rent for early move-ins (limited offer)

 Discounted Deposit for students with valid school ID
 Referral Bonus for existing tenants or brokers
 Flexible Payment Options (weekly/bi-weekly during move-in month)

6. Tenant Retention Program

 Provide tenant satisfaction surveys after 3 months

 Offer loyalty discounts or small upgrades for long-term tenants (e.g., free electric fan,
repainting)
 Ensure responsive maintenance and clean common areas
 Celebrate holidays with small community giveaways or raffles

7. Marketing Materials Needed

 Professional-quality photos of units

 Simple floor plan graphics
 Flyers and tarpaulins (with contact number, location map, pricing)
 Facebook Page and property listing template

8. Marketing Budget (Sample 3-Month Estimate)

Item Estimated Cost (₱)

Facebook Ads & Boosting 3,000

Flyers & Posters 1,500

 Item Estimated Cost (₱)

Tarpaulin Signage 1,200

Referral Rewards 2,000

Basic Photography 1,000

Total ₱8,700

Conclusion

A grassroots, location-based marketing strategy with a strong social media presence is the most
cost-effective way to build awareness and fill units quickly. Promotions and referral systems will
build momentum during the launch phase, while good tenant service ensures retention. With
smart execution, this program can ensure stable income and a strong reputation in the Atimonan
rental market.

I. Marketing Plan
1. Executive Summary

This marketing plan outlines the strategies to launch and promote affordable rental apartments in
Atimonan, Quezon. The plan focuses on targeting students, workers, young families, and OFW
households by leveraging a mix of digital and grassroots marketing channels. The objective is to
achieve high occupancy and tenant retention within the first year.

2. Marketing Goals
Goal Target Metric Timeline

Achieve 90% occupancy Rent out at least 27 of 30 units Within 6 months

Generate 100+ qualified inquiries monthly Leads captured via FB, phone, walk-ins Ongoing

Maintain tenant retention rate 70% tenants renew lease Annually

Build strong brand awareness 500+ Facebook page followers 3 months

3. Target Market
Segment Description Key Needs

Students Local and nearby school enrollees, 18-24 Affordable, close to school

Workers/Daily Wage Earners Local workers with income ₱10k–₱15k Low rent, accessible transport

Young Couples/Families Starting families, 25-40 years old Privacy, safety, amenities

OFW Families Families supported by overseas remittances Secure, semi-furnished units

4. Marketing Strategies
Strategy Tactics Timeline Responsible

Weekly Facebook Marketplace posts, boosted ads Start Month 1,

Digital Marketing Marketing Lead
targeting Atimonan and nearby towns ongoing

Community
Distribute flyers at schools, markets, barangay halls Month 1-3 Field Team
Outreach

Offer ₱500–₱1,000 referral bonuses to tenants and Month 1 Leasing

Referral Program
brokers onwards Manager

On-site Attractive signage, launch discount offers (free 1st Property

Launch Month 1
Promotions week rent, discounted deposits) Manager

Collaborate with schools, local employers to spread

Partnerships Month 2-4 Marketing Lead
awareness

Conduct satisfaction surveys, provide loyalty Property

Tenant Retention Ongoing
discounts, prompt maintenance Manager

5. Marketing Budget
Expense Category Estimated Cost (₱) Notes

Facebook Ads & Boosting 3,000 Targeted social media ads

Flyers & Posters 1,500 Printed materials for local outreach

Signage & Tarpaulins 1,200 On-site and neighborhood advertising

Referral Rewards 2,000 Incentives for tenant referrals

Photography & Content 1,000 Professional photos and social media content

Total 8,700
6. Key Performance Indicators (KPIs)
KPI Measurement Method Target

Occupancy Rate Monthly rental reports ≥ 90% within 6 months

Number of Qualified Leads Inquiry logs (phone, FB, walk-ins) ≥ 100/month

Tenant Retention Rate Lease renewal tracking ≥ 70% annually

Social Media Engagement FB page likes, comments, shares 500+ followers in 3 months

7. Implementation Timeline
Month Activity

1 Launch social media campaign; distribute flyers; install signage; initiate referral program

2 Continue digital marketing; start partnerships with schools and employers

3 Conduct tenant satisfaction surveys; review marketing performance

4–6 Maintain promotions and outreach; adjust tactics based on KPIs

7–12 Focus on tenant retention programs; prepare renewal campaigns

8. Risk Management
Risk Mitigation Strategy

Low initial occupancy Aggressive promotions and flexible leasing options

Tenant dissatisfaction Responsive maintenance and communication

Budget overruns Prioritize high-ROI marketing channels

Competition Emphasize unique value: affordability and security

9. Conclusion

This marketing plan provides a clear roadmap to attract and retain tenants for affordable rental
apartments in Atimonan. By combining digital outreach, community engagement, and tenant-
centered service, the project can achieve sustainable occupancy and build a positive reputation in
the market.