Real Talk

Why Families Are Settling Down At The South

by Kevyn Gohu
April 4, 2025

A lot of younger families have decided that the south is a better place to settle down. Here’s why

We’ve probably seen Facebook ads of houses and lots for sale at low prices, only to be surprised when we find out the place is down south. However, that’s the reality: with Metro Manila built to the brim with condos, some families don’t see the metro as the ideal place to raise their kids. They want their kids to see the trees, breathe fresh air, bathe in the sun, and enjoy the view. No parent wants to constantly worry about every step their kids take in fear of them getting run over by the infamous kamote drivers of Metro Manila or breathing in all the smoke they can. But that’s the cost of living in the metro. In fact, most employed parents would just “tough out” living in the urban jungle because Metro Manila had a higher minimum wage rate than that of the provinces.

However, with technology making remote work more efficient and possible, some businesses have decided to take things to the provinces — where most manufacturing and artisan work happens. It’s what the South Luzon Area Business Conference (SOLABC) celebrated, with the Laguna Chamber of Commerce and Industry winning as the Most Outstanding Chamber and highlighting the chamber’s golden year anniversary.

Bringing business down south for families

But the appreciation for homegrown businesses or moving down to the South didn’t happen overnight. Although real-estate giants like Ayala Inc., SM, and Antel were building homes there, it was only during the pandemic that families were forced to look inward. With international companies unable to enter willy-nilly, families were forced to look towards local businesses to find what they needed. Doing so challenged the Filipino craftsmanship and manufacturing businesses — which were passed down from generation to generation — to expand. But they needed to do so fast and sustainably.

With the growing demand, other Filipino families saw it as a business opportunity. Because real-estate rates in the province were much lower (e.g., real-estate tax only being 1% in the province compared to the 2% in Manila, cost per sqm was lower, etc.), more enterprising families decided to set up shop there. It was a win-win; they could finally start a business, their kids would have space to run around, their living spaces would be so much bigger, and raw materials were easier to access. So to help these family businesses grow faster, the South Luzon Area Business Conference (SOLABC) would bring in keynote speakers who would offer their insights and wisdom on how families can scale their businesses.

Life Beyond the Metro

It may sound scary to some families who have spent all their lives in the metro. But with highways like the CALAX, SLEX, CAVITEX, and STAR connecting the metro to the south, travel time won’t be the usual five to six hours (unless it’s some special holiday or something). Sure, gas and toll costs will have to be factored into the budget. But those can feel small compared to the quality of life that living in the southern provinces offers. After all, living in an urban jungle like Metro Manila may be more harmful than helpful for some modern families.