Liezel Tuason-Magpoc, President and CEO, Sta. Lucia Marketing, has been at the helm of one of the most innovative real estate marketing companies in the Philippines. With a keen sense of vision, leadership, and a focus on both local and international markets, Liezel has successfully expanded Sta. Lucia Marketing’s reach to Filipinos around the world, offering them investment opportunities in real estate developments across the Philippines.
In an interview with Business Frontier, Liezel shares insights into the company’s global expansion, the challenges of catering to both local and overseas Filipino markets, the impact of technology on the real estate sector, and her leadership journey in a constantly evolving industry.
Q. Sta. Lucia Land has seen impressive growth internationally. How do you balance catering to both local and international markets, and what unique challenges do these different markets present?
Sta. Lucia Land has grown significantly, and being its sales and marketing partner, it’s always been a privilege for us at Sta. Lucia Marketing to contribute to that growth. Locally, our majority of buyers are still overseas-based Filipinos who are working and living abroad. These are the individuals we were unable to reach through our international offices. Here in the Philippines, we recruit agents, often asking them to leverage their personal connections abroad, be it through relatives or acquaintances, to market the properties.
However, abroad, we face quite a few challenges. Filipinos working overseas are busy, and they usually only have weekends or free time on Sundays. We had to develop a system where we engage reliable agents who can help us connect with professionals, particularly in countries like Singapore, where we have an office targeting engineers and IT consultants. In Dubai, it’s a bit different, with over 700,000 Filipinos living there, many of whom have other life priorities. Our challenge, then, is to teach them the importance of investing in something that will secure their future, especially when most of them are already working hard to support their families.
Every country has its own profile, which makes it even more important for us to understand what drives each Filipino market. We also need to comply with regulations when setting up offices abroad, which often involves high rental costs and operational concerns. We have a small, tight-knit team of staff who are trained in both local and international business to address these complexities.
Q. How do you envision the role of technology transforming the real estate sector, and what steps is Sta. Lucia Land taking to stay ahead of these changes?
The role of technology in our business has grown immensely over the years. Just ten years ago, marketing real estate was all about leafletting, door-to-door campaigns, use of outdoor collaterals like billboards and newspaper print ads. Today, with advancements in technology, we heavily rely on social media. We create content—videos and photos—and share these with our agents, giving them the tools they need to attract and engage prospective buyers. We also teach our agents how to use paid campaigns, how to boost posts, and how to create their own advertising initiatives.
One of the biggest transformations has been in how we connect with our clients. Since many of our customers are based abroad, virtual tours have become a key tool for us. Rather than asking our clients to fly back to the Philippines to see properties, we give them the opportunity to view properties virtually. With tools like Google Maps and other visualization platforms, we provide them with an almost complete picture of the property and its surrounding areas. We also have a web booking system that logs transactions automatically, allowing us to track sales and provide real-time updates.
We also provide comprehensive training programs on social media marketing to enhance the selling skills of our sales partners and equip them with tools and knowledge needed to effectively leverage social media platforms for their growth.
Q. As a leader, what has been the most rewarding part of building Sta. Lucia Marketing and expanding its reach globally?
I think the most rewarding part has been the impact we’ve made on Filipino families who have invested in real estate. Many of them have been working abroad for years, and they have saved money but haven’t yet invested in something long-term. Real estate is often a foreign concept to some, so being able to educate them on how purchasing property is an investment that appreciates in value over time feels truly fulfilling. It’s not just about helping them buy a home; it’s about securing their future, and that’s the real reward for me.
Another rewarding aspect is seeing our sales partners and employees happy and productive, knowing that they’re also part of something that brings about positive change in the lives of many Filipinos. We often hear from our clients about how much they appreciate our office presence abroad, as it shows that we’re serious about providing them with trustworthy investments. It’s gratifying to know that our hard work is making a difference.
Q. Being in a leadership role for many years, what lessons have you learned that you believe is critical for aspiring entrepreneurs or leaders?
I have always believed in being a hands-on leader, personally dedicating time to provide various types of training for our sales partners and employees. I personally believe that investing in their development is crucial to ensuring they are not only capable and confident in their roles but also reliable and aligned with our organizational goals. By taking an active role in their growth, I aim to empower them with the skills, knowledge, and support they need to excel, fostering a culture of continuous learning and success.
One key lesson I’ve learned, and I often share with my team, is the importance of focus. In our industry, there are many different developments and projects to promote, but you can’t tackle them all at once. It’s vital to focus on one project or development that you truly believe in, especially in a market as dynamic as ours. If you believe in what you’re selling, others will too.
Trust is another important lesson. Trust in your employees, customers, and the business you’re in. Your employees are your partners in achieving your goals, and you have to trust them to deliver on what they’ve promised. Similarly, trust your customers to make wise decisions, and always be upfront with them. We always aim to deliver what we promise, and this builds long-term loyalty.
Q. You’ve successfully navigated the complexities of both local and international markets. How do you manage the stress of such a dynamic and demanding role, and what keeps you motivated on tough days?
Motivation comes from seeing how we’ve come and knowing that the work we do truly matters. When I see customers invested in our projects, and when Sta. Lucia Land entrusts us new projects to market, that trust drives me forward.
Our employees and sales partners motivate me as well. Seeing their success and knowing that their efforts are making a positive impact on other lives can be incredibly motivating. It’s a testament to the power of team work, dedication and the shared goal of helping others achieve financial security and growth.
On tough days, I always remind myself why I’m doing this — why I started this journey in the first place. Having the love, encouragement, and support of my family is the most powerful motivator in my life. Their belief in me and their willingness to stand by me, even when it means sacrificing time together, shows how much they value my dreams and aspirations. With a full schedule, it’s easy to get overwhelmed, but knowing that I’m creating opportunities for my sales partners, employees, customers and Filipinos is the fuel that keeps me going.
Q. How do you manage to strike a balance between your professional and personal life?
I value my work and also prioritize family time. I dedicate time to my family ensuring we share meaningful moments together especially on Sundays. Sundays are also for church. This allows me to stay connected to my faith and give back to the community while strengthening our family bonds.
I feel inspired to work harder when I think of my four sons. I make sure to spend quality time with them especially during our international and local travels during holidays.
When I’m not working, I have a full social life. I also spend some weekends with friends, we travel, hang out, exercise and dine out. This social aspect, along with family time, helps me maintain a healthy life-work balance and keeps me refreshed.
Q. Looking ahead, what’s your vision for Sta. Lucia Marketing in the next 5-10 years, and how do you plan to adapt to the evolving needs of your clients and partners?
In the next few years, we’re focused on expanding our offices both locally and internationally. We’re opening new offices in Dumaguete, Siargao, and General Santos, and internationally, we’re looking to open additional offices in Greece, Germany and Switzerland. We’ve also been in touch with networks in Canada, and we’re hoping to expand into that market as well. We continuously assess the potential of different locations to make sure we’re always offering the best investment opportunities for Filipinos around the globe.
In today’s fast-paced real estate industry, staying ahead of the latest technological advancements is crucial to reaching more clients and delivering exceptional service. By continuously keeping abreast of emerging tools and trends — such as virtual property tours, AI driven analytics, and digital marketing platforms — we empower our sales partners with cutting-edge resources to enhance their effectiveness. Sharing these innovations with our team ensures they can confidently offer real estate investment to Filipinos wherever they are in the world, leveraging technology to connect, engage, and serve clients more efficiently and globally.
Q. The real estate industry is constantly evolving. What key trends do you see shaping the future of real estate development, both in the Philippines and the APAC region?
In the Philippines and across Asia Pacific, the key trend I see is the rise of theme-based developments. People want to live in spaces that offer more than just the basics—they want an experience. For instance, in Siargao, where we’re developing a residential subdivision, we’re taking inspiration from the area’s resort atmosphere to create a residential community that reflects the charm of its surroundings. These kinds of developments, which blend both lifestyle and practicality, will likely become more prominent in the coming years.
Similarly, we’ve noticed that many of our clients are looking for developments that offer a strong sense of community, like gated communities with lakes, golf courses, and even shared amenities. Real estate developments will continue to evolve to meet these changing demands for lifestyle-centric, value-driven investments.
