About
The judgement behind
the signature.
Chel Cruzado is a PRC-licensed real estate broker and appraiser with more than two decades of experience across operations, sales, marketing, and business management.
That background, spanning corporate operations and entrepreneurship, shapes a practical, numbers-first approach to property decisions: market research, valuation insight, and financing guidance combined so a decision holds up under real scrutiny, not just at first impression. Through Properties by Chel, that expertise is focused on the Philippines' prime residential market: acquisitions, considered sales, and the advisory work in between.
Philosophy
Four working principles
Advice before inventory
The first task is understanding what you should buy or how you should sell, not pushing what happens to be available. Sometimes the best advice is to wait.
Discretion as default
Names, addresses, and intentions stay private. Off-market work is handled off market, and nothing about your affairs becomes marketing material.
The market, in the particular
Prime property is a street-by-street market. Advice here rests on walked knowledge of specific buildings, villages, and corridors, not on headline averages.
Composure at the table
Negotiation is preparation plus patience. Positions are built early, pressure is absorbed calmly, and the client's leverage is spent only where it counts.
The Service
Concierge-level,
end to end.
Engagements are structured but personal. You deal with Chel throughout, supported where needed by vetted counsel, valuers, and property managers.
| Introduction | A private conversation on objectives, constraints, and timing. No obligation either way. |
|---|---|
| Brief | A written understanding of what we are looking for, or how your property will be positioned. |
| Search / Mandate | Quiet sourcing across listed and unlisted opportunities, or a managed, qualified sale. |
| Diligence | Title, dues, structural and market checks coordinated with your professional advisers. |
| Negotiation | Terms shaped before price is discussed. You are briefed before every move. |
| Completion & after | Documentation shepherded to transfer; management and leasing arranged where useful, through All Abode PH. |
Credentials
On the record
Formal particulars are provided in writing to every prospective client, and verified against the public registers.
| Licensure | Professional Regulation Commission: licensed real estate broker (REB) and real estate appraiser (REA). License numbers furnished on enquiry and shown on all engagement documents. |
|---|---|
| Experience | 20+ years across real estate operations, sales, marketing, and business management, spanning corporate and entrepreneurial roles before this practice. |
| Areas of Focus | Residential and commercial real estate · property investment advisory · valuation insight · financing guidance |
| Registrations | Business registration and tax particulars available to clients and counterparties on request. |
| Developer Accreditation | Active broker accreditation with Ayala Land, Alveo, Avida, DMCI Homes, Filinvest, Megaworld, Rockwell Land, Shang Properties, Federal Land, FNG (Federal Land & Nomura Real Estate), and Keen & Worth Property Developers. Additional partnerships are added to this list as they are confirmed. |
| Conduct | Bound by the Real Estate Service Act (RA 9646) and its code of ethics. |