Leading with Vision and Courage in Philippine Real Estate

Rogelio Vinluan

AVP-Mindanao Engineering Area Head

Cebu Landmasters Inc.

Leading with Vision and Courage in Philippine Real Estate

Rogelio Vinluan

AVP-Mindanao Engineering Area Head

Cebu Landmasters Inc.

Rogelio (a.k.a. Roger) Vinluan’s journey into real estate began far from city skyline, in the quiet world of agricultural dairy and livestock landscapes, where his father headed the operations. As a young boy, Roger often stood by or played in the company’s architecture office, observing how the small livestock structures took shape. This early exposure ignited a lasting passion for building environments that matter. Over 25 years later, Roger stands as a formidable leader in the Philippines’ real estate industry, having worked with the top real estate developers in the Philippines. Today, he is the AVP–Mindanao Engineering Area Head at Cebu Landmasters Inc., a leading real estate developer in the Visayas-Mindanao area. What sets Roger apart is his fearless willingness to embrace uncertainty. Leaving a secure executive role with one of the country’s largest developers, he ventured into a high-risk land development project— building from the ground up, both literally and metaphorically. This bold move forged his leadership philosophy: true progress demands courage, calculated risks, and an unwavering commitment to long-term vision. Rooted in a strong civil engineering background and refined through years of managing complex projects across Metro Manila, Luzon and Mindanao, Roger blends technical mastery with strategic foresight. His move to Mindanao has infused his leadership with renewed clarity and balance, allowing him to lead projects amid greener landscapes and fresh perspectives. Today, Roger builds resilient communities and leads with a vision that bridges bold ambition with grounded accountability, shaping the future of Philippine real estate one project at a time. In this exclusive interview with TradeFlock, he shares his journey.

What key leadership values have stayed constant throughout your work with the Philippines’ top real estate developers?

Integrity, resilience, and strategic foresight have been my guiding principles throughout my career with top Philippine real estate developers. Whether overseeing expansive horizontal projects or urban high-rises, building trust within teams, communities, and stakeholders remains essential. Leadership in real estate goes beyond completing developments; it’s about aligning business objectives with nation-building. Delivering true value means creating structures that are not only robust and well-designed but also accessible and liveable. Ultimately, every project should offer genuine value for money, ensuring lasting benefits for the end users and contributing meaningfully to the community’s growth.

How do timelines and costs align with visionary design, and what strategies do you use to manage this?

This is one of the industry’s most persistent challenges, balancing construction timelines and costs with visionary design and urban development goals. The key lies in proactive stakeholder alignment and thorough, datadriven planning. I prioritise early contractor involvement alongside consultants and advocate for modular design strategies that harmonise ambitious visions with financial realities. Implementing phased or segmented development provides the flexibility to adapt as needed while preserving the integrity and quality of the original design intent throughout the project lifecycle. Ultimately, no matter how grand or ambitious a project is, what truly matters is practicality and enduser satisfaction.

How do you balance technical precision with leadership in an industry that requires both strong structures and trusted relationships?

Balancing technical precision with people leadership begins with integrity, upholding fairness, transparency, and accountability in every relationship, from consultants and suppliers to contractors. Trust is earned through consistent, ethical actions, especially in the high-stakes real estate industry. I empower my technical teams with clear goals and the resources they need, fostering open communication and shared ownership. Regular site engagement ensures teams connect with the project beyond work, creating a positive environment. This approach helps build developments that are not only structurally sound but also rooted in genuine human trust, making the workplace a place where teams feel valued and motivated to deliver excellence.

What makes Filipino real estate unique in Asia, and where do you see its greatest global impact? Are you working on projects to leverage this opportunity?

The Philippines’ rich cultural diversity gives Filipino real estate development a unique edge, combining resilience, creativity, and strong community focus. Unlike purely market-driven projects, Filipino developments often embody a deep sense of place and social responsibility. The greatest global potential lies in integrated township developments that blend sustainability, local culture, and climate resilience, models adaptable to emerging markets with similar challenges. I’m actively involved in developing a master-planned township that reimagines suburban living, prioritising inclusivity, green design, and longterm value, aiming to set a benchmark for sustainable and community-centered growth.