It started from the inside
When the pandemic hit the country last year, Empire East's President and CEO Atty. Anthony Charlemagne C. Yu did not waste any minute. He started to work on the internal processes and implemented significant changes within the systems to respond to the impending crisis.
It was then that the company first delved into transmutation. Initially, everyone was required to work until it was safe to comply with an alternating schedule remotely. Employees were then promptly assigned their respective programs that adhere to the requirements of a skeleton workforce.
"We knew that it would take a certain level of innovation, flexibility, and preparedness to help us ride out the complex challenges brought about by the COVID-19 pandemic, but the fact that we have faced previous crises is a huge factor in helping us meet this particular crisis. Why? Because the previous crises made us very practical and insightful—in every aspect, we remained conscious, and we are ready to take on the challenge," says Yu.
Empire East started to venture into more apt processes like pursuing the paradigm shifts and getting on the train to digital transformation.
On the road to digitalization
It was the perfect time to go back to the drawing boards and consider building a future-proof roadmap to digitalization and sustainability; hence Empire East's Communications Team launched their internal campaigns for employees.
"Contactless Connections" promotes seamless and effective communication among the company's stakeholders by reinforcing the use of digital tools for various processes.
"Our vision is to see ourselves in the coming years slowly but surely treading the timeline towards our goals for a future that promises lightning-speed transformation, and so we are eager to turn challenges into opportunities and improve on what we already have," Atty. Yu comments on the company's digitalization plans.
A transformation that extends to communities
Aside from internal campaigns, Empire East communities ignited the Bayanihan spirit at a time of crisis. The management of each community strengthened the implementation of safety protocols and conducted frequent disinfection in common areas like the elevators and lobbies.
Empire East also partnered with GoodWork, a company that provides home cleaning, laundry, and beauty services to homeowners who were quarantined at home.
In partnership with LGUs, Empire East also allocated mobile "palengkes" where dwellers could regularly purchase their daily groceries and get fresh fruits and vegetables.
"At a time like this, it's crucial to practice camaraderie and find strength in partnerships," says Atty. Yu. He believes that above anything else, it's the collaboration that makes things work.
In terms of communication, Atty. Yu highlights the importance of Viber communities and various digital tools in place of face-to-face contacts and disseminating information among employees and the salesforce. From announcements to telecommuting tips, motivational and informational content, Empire East goes all out in strengthening its major communication channels.
Thriving and delivering results amidst challenges
With Empire East's prompt response to the crisis, the company delivered an impressive number of sales despite the lockdown and continues to remit outstanding results up to this day. In 2020, the Company achieved an 8.8% increase in booked sales in the last quarter compared to the previous year's.
To make this possible, the salesforce was then trained to sell the properties online and capitalize on its innovative tools, like the newest iOS app that offers a virtual walkthrough of Empire East's newest township development in the east.
"We were prepared to do e-marketing, but the crisis just hastened the process," Yu points out.
Like any other crises, there were precarious moments, and the implications tend to take a toll on several aspects of business operations. But with a certain level of preparedness and guided by prior experience and knowledge in dealing with a crisis, Atty. Yu was able to handle the crisis gracefully.
"Instead of looking at it as a crisis, we always look at it as a catalyst for opportunities. It gave us fantastic opportunities such as selling using the internet. This is something that everybody talks about, but no one big corporation has done it in a big way in real estate," he concluded.
Empire East Highland City
The Paddington Place
Mango Tree Residences
Kasara Urban Resort Residences
Covent Garden
The Rochester
Pioneer Woodlands
Little Baguio Terraces
San Lorenzo Place
