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A Revolution called Rally

It has been 25 years since EDSA…a lot has changed but a lot has stayed the same. I will leave the analysis of the political landscape to my colleagues in the op-ed section of this newspaper. I do believe, however, that ’86 was a turning point in our society and for most of us also in our personal lives.

Change, although it may be instigated by external events, must first come from within. In my field of architecture and its related arts — and by extension, urban development and real estate — from the late ’80s post-EDSA, many of us embarked on personal trajectories that have brought us to where we are today.

One of those who I shared the start of such a journey at the campus of the University of the Philippines with in the late ’70s and early ’80s (when I went back for my second degree) was Rally Martinez. He is today the president and CEO of maverick Nuvoland Philippines, a real estate development company with a distinctive focus.

Nuvoland is a joint venture with the Jimenez family of GMA7 and the Belmonte family of The Philippine STAR. Its current developments include several condominium and office towers including The Infinity at Bonifacio Global City, Aspire Tower and Dream Tower at Nuvo City along C-5 in Libis, Quezon City, and Twin Coves, a resort-type development. I took some time recently to interview him at the chic Nuvocity Lifestyle Center, at Nuvocity.

Rally’s career in real estate was based on initial interest in construction. He graduated with a degree in civil engineering from UP in 1982. I was upstairs in the college of engineering building where the college of architecture was housed until 2005. Although I’m a few years ahead of him we probably shared a few classes in civil engineering (in those days students of architecture were tortured by having to take CE classes; the same ones that engineering students took).

Rally’s first taste of construction was for the National Development Corporation and the Marina Baytown Corporation. He cut his teeth on large-scale projects that gave him an insight on real estate and the importance of the industry vis-à-vis urban development and its impact on both local and national economies.

Nineteen eighty-six was a turning point for Rally. He knew that the country was in for a renaissance, and that a necessary component was real estate development. He went stateside and took double master’s degrees, in business administration and management engineering, at the Rennselaer Polytechnic Institute in Troy, New York. Rennselaer is the oldest technological university in the United States and its motto is “Why not change the world?”

Rally’s goal was to change the Philippines and thus change the world’s view of the country. He came back after graduation and plunged right into real estate, with stints starting from an established construction company (to nail down as he says, “how everything is put together…”), to a number of real estate firms.

He rose from project manager to the head of one of the most diversified groups with built projects covering horizontal (residential subdivisions and industrial parks) to vertical (condominium towers).

After 17 years in the business, Rally decided it was time to raise the bar even higher, and venture on his own. In 2005 he, along with key partners, set up a network of companies — CMG Solutions Inc., NW Pacific Holdings Inc, West Beach Inc., Green Icon Inc, Xcell Property Ventures Inc., Nuvo.Sales Inc. and Nuvoland Inc. — all to create a synergy that focuses on “boutique” developments.

Rally explained that the concept of boutique development does not necessarily mean small projects. He explained that his companies’ projects are “focused” developments that take unique sites, turning them into “one-of-a-kind” quality residences, resorts, condominiums and complexes.

His goal, he expounds, is to create sites and settings of value, bridging the gap between city and country for residences, and between established business centers and new CBDs for commercial development. This value, he contends, is born of his own and his partners’ cumulative experience in the business (aside from the Jimenezes and the Belmontes, his partners include the likes of Ramon Sy, Enrique Razon, Gerardo Lanuza, Wilson Sy, and Alfred Xerex-Burgos, George Yang, Dodie Puno, and Lino Barte.).

With six towers already completed, most of them in Bonifacio Global City, Rally has set an excellent track record of delivering the goods. His secret, he claims, is an understanding of the seriousness of his and his companies’ task. He emphasizes that he is in the business of “…selling people dreams, so the last thing you want to give them is a nightmare.” Too many buyers have had the unpleasant experience of getting a bare, shoddily made box when they were promised a luxury condo.

To prove to buyers that he lives by his and his companies’ promises, Rally actually takes residence in all of the towers they build for at least a year. This, he says, guarantees that his design works to the desired intent, that he gets all the feedback from actual residents, and that the next tower is as good, or better than the previous one.

What sets Rally apart, aside from this, is his attention to detail. All the materials and processes that go into their projects are vetted by him down to the last nail (as the old Amon Trading tagline went). His background as a civil engineer ensures that nothing gets past him.

Slowly, but surely and with an experienced hand, Rally is determined to reshape the Philippine urban landscape. He dares to dream, asking “if we can build a better a better home, tower, resort or city district, then why not?” Rally’s is a revolution in real estate, engendering change by setting standards defined by a vision of a better world …just like the EDSA event did.

Rally knows, however, that this change must be sustained, and that it must be worked on constantly. Just like his name implies, his energy is non-stop (like my interview with him …I had to end it because I had another appointment). It’s that energy we all need, if indeed we want to find change …and not just get short-changed.

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