Our Leadership Team

At the core of PRIME's innovative, client-focused culture is a team of diverse millenial, driven real estate professionals, headed by leaders with unmatched local expertise.

Jet Yu

Jet Yu

Chief Executive Officer

Closing more than Php500 million-worth of real estate deals by the age of 25, Jettson “Jet” Yu, young entrepreneur and licensed real estate broker, spearheaded and founded homegrown Filipino real estate advisory firm, PRIME Philippines.

His goal was simple: “To challenge tradition and to create better real estate solutions.”

PRIME Philippines was founded in 2013 stemming from a need to provide better real estate solutions in a rapidly changing economy influenced by the millennial market and technological advancements. In its 7 years of existence, under the leadership of Jet, PRIME Philippines has currently amassed a portfolio of over PHP 30B, closed over 100 deals, and transacted in over 10 countries around the world. Among these are PHP 500 million worth of property acquisition within Clark, Pampanga in the span of one year, along with one of the largest single-ticket investment transactions in Quezon City during the time of its transaction. PRIME Philippines is consistently within the top 5 local real estate consultancy firms in terms of revenue since 2015. The company’s mission is to be the first local real estate firm to expand internationally and successfully showcase Filipino real estate on a global stage.

As a testament of his success, Jet was recognized by Asia Leaders Awards as Young CEO of the Year and Young Businessman of the Year in 2019. PRIME Philippines was also recognized by the city of Davao through its Business Development and Entrepreneurship Award. This came from efforts by Jet and his company to enable and bring in businesses and investments to the city.

An innovator in the industry, Jet currently works with various proptech firms and serves as either consultant or investor, with the goal of improving and updating how the real estate industry works. Jet remains in the lookout for potential game changers and has appeared as one of the investors in CNN’s The Final Pitch. With his keen view of the future of real estate in mind, major developer clients have tapped Jet’s expertise with the aim of future proofing their real estate developments and portfolios in this highly competitive and millennial driven market.

Jet is also a member of the Urban Land Institute and an avid advocate of nation building. He believes that his part in the advocacy is through city enabling. Jet has worked with the national government in uplifting Marawi City post-battle through providing a market study, suggesting plausible developments and industries to empower, and bringing in potential investors.

Jet graduated from University of Asia and the Pacific with a degree in Entrepreneurial Management. In the pursuit of excellence, Jet further honed his expertise in real estate through executive courses in commercial real estate and finance in the National University of Singapore and real estate management in Harvard University.

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Jet Yu

Chief Executive Officer
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Cholo Florencio

Cholo Florencio

Vice President, Property Advisory

Since joining PRIME in 2014, he has taken various roles in Business Development, Landlord Representation, Leasing & Sales, and Research & Advisory. As a seasoned real estate professional with over 15 years of experience in the Philippines property market, he has been involved in over 200 transactions with property developers, land bankers, landlords, and occupiers, helping them move forward through innovative & modern real estate solutions.

With his expertise in deal negotiation, client engagement, and property marketing, Cholo has been instrumental in securing exclusive leasing agency contracts with various commercial developments across the Philippines. Prior to joining the company, he created a career in real estate advisory where he assisted local and multinational companies expand to major CBDs, adding to his vast client network, now spanning Finance, Manufacturing, IT-BPM, Government, Professional Services, Gaming, Retail, Health & Wellness, F&B, Petroleum, and other industries.

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Cholo Florencio

Vice President, Property Advisory
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Aubrey Blancas

Aubrey Blancas

Head of Office Markets

Being one of the main contributors in pioneering the company in its early stages, her transactions are dotted with various big-ticket clients from a wide range of industries including IT-BPO, Government, KPO, Educational Institutions, Manufacturing, Traditional Companies, and Gaming.

She uses her extensive experience in IT and Marketing as an advantage in scoring quality accounts, while also handling large real estate projects in Metro Manila and surrounding areas. In 2018, Aubrey was the office market consultant for GreatWork Business Campus, providing strategic advisory on on the current market trends and conditions, and helped bring in 85% of its first tenants. Under Aubrey's leadership, the Office Markets team has consistently been the company’s top performing and highest earning unit.

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Aubrey Blancas

Head of Office Markets
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Sondi Tuazon

Sondi Tuazon

Head of Retail Markets

A seasoned expert with over 15 years of experience in real estate, he has led his team to close deals amounting to over 36,000 sq. meters and worth over Php 34M since joining the company. He has also brought in a strong list of retail accounts of various sizes, including those in Food and Beverage, Hardware, Broadcasting, Automotive, Grocery Store, and more, to PRIME's extensive client network.

His expertise lies in the ability to expertly deal with both big-ticket anchor tenants, including Starbucks, Lido, Anytime Fitness, Tim Hortons, among others, and smaller boutique requirements. Sondi has facilitated a wide variety of deals with established companies for leasing mall and commercial center retail spaces, as well as handling commercial lot lease dealings for free-standing concepts for different types of businesses in various locations. Notably, he led the negotiations with a major local TV broadcast and production company for a 5,000+ sq. meter commercial lot property along a major highway.

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Sondi Tuazon

Head of Retail Markets
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Mhel Dellosa

Mhel Dellosa

Head of Investments Services

An experienced commercial real estate practitioner, he has closed over Php 810M worth of transactions since joining the firm. Mhel has worked with a wide variety of clients, ranging from Banking, Manufacturing, Oil, and more, as well as developers of all sizes to provide general commercial real estate advisory and investment services.

An experienced commercial real estate practitioner, he has closed over Php 810M worth of transactions since joining the firm. Mhel has worked with a wide variety of clients, ranging from Banking, Manufacturing, Oil, and more, as well as developers of all sizes to provide general commercial real estate advisory and investment services.

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Mhel Dellosa

Head of Investments Services
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Ruth Coyoca

Ruth Coyoca

Head of Brokerage Solutions

As the company's Head of Leasing, she has worked with a wide range of developers in the country, both big and boutique, in bringing in the right occupiers and tenants to their buildings. Ruth provides local expert advice to several local and multinational brands to assist them in their regional expansion, from site identification and valuation up to negotiation and contract documentation.

Ruth has also assisted multiple office locator and retail anchor tenant brands in the BPO, hotel, food and beverage, and petroleum industries in establishing their first-ever provincial office or branch. Together with her team, she has facilitated the leasing out of multiple commercial centers, office buildings, and commercial properties nationwide.

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Ruth Coyoca

Head of Brokerage Solutions
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Chai Abaya

Chai Abaya

Regional Head, VisMin Property Advisory

With over 17 years of working in the industry she is a widely-connected and highly-experienced real estate practitioner currently leading PRIME Philippines’ VisMin leasing, sales, and expansion. Her expertise in account management and deal negotiation has helped Chai grow her strong network in the field, with clients and partners from a wide variety of industries including Real Estate, Banking and Finance, Hotel, IT-BPO, and Government Services.

Under her leadership, PRIME Philippines was established as the leading consultancy firm in the Davao Region and has since continued to increase the company's reach within Mindanao. Prior to working for the company, Chai dealt with property development and has handled the Torre Lorenzo Devt. Corp's biggest township development, Ciudades Business Park, in Davao City. She has also helped San Miguel Corporation achieve an impressive growth in their provincial operations for over 15 years. Chai is also the past President of the Chamber of Real Estate and Builders' Associations Inc. (CREBA) - Davao Chapter.

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Chai Abaya

Regional Head, VisMin Property Advisory
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Ralph Sto. Domingo

Ralph Sto. Domingo

Head of Tech and Innovations

He leads the development of PRIMECore, the company's proprietary CRM and property information system, as well as being responsible for the planning, implementation, and oversight of the company's various technology and innovation initiatives. His technical expertise is in software development, infrastructure management, and cybersecurity.

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Ralph Sto. Domingo

Head of Tech and Innovations
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Engr. Helen Burser

Engr. Helen Burser

Head of Design & Construction Solutions

With over 10 years of experience and more than 50 projects as Quantity Surveyor under her belt, her extensive experience is exemplified in various multi-disciplined and highly diverse projects, including project and construction management, quantity surveying and site supervision.

Her expertise lies in in civil/structural and architectural works for Commercial & Residential Buildings, Hotels, Resorts, Hospitals, Retails, Offices, MRT, Tunnels, Roads and Infrastructure. Notably, Helen has worked on a few high-profile projects in various countries. In the Philippines are Shangri-La at The Fort in BGC, Taguig and CCF Headquarters Worship and Training Centre in Pasig City; in Singapore: JCube Mall, Changi General Hospital, Changi Terminal 5, MRT stations and tunnels; in Malaysia: processing plants; in Vietnam: Johnson?& Johnson?Office; and many more.

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Engr. Helen Burser

Head of Design & Construction Solutions
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Douglas Louden

Douglas Louden

Director for Hospitality & Leisure

With over 35 years of real estate experience in the Southeast Asian hotel sector, with focus on Hong Kong and Vietnam, he has served a wide array of clients, mostly from prominent hotel brands, providing strategic and operations advisory. His expertise lies in hotel operations advisory and asset management, having successfully served as advisor for clients under the Hyatt brand for opening and reopening.

Douglas' extensive property management experience; in both opening and operating branded and independent hotels, golf courses, city properties and resorts, clubs and marinas have all contributed to his vast expertise in the various aspects of real estate, namely hospitality, infrastructure, development, and investments.

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Douglas Louden

Director for Hospitality & Leisure
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Francis Mina

Francis Mina

Head of Research and Advisory

With a wide range of clients from property owners to the top developers in the country, Francis has provided key market studies and acted as advisor for various real estate projects in the country, covering over 8 million square meters of land for development. He specializes in conducting feasibility and highest and best use studies for master planned, mixed-use developments.

Francis started his real estate career with PRIME Philippines, establishing the company's Research and Advisory division in the process. He has also served as Manager for Jones Lang La Salle (Phils) Inc., where he contributed to achieving the highest recorded revenue for his department in recent years. Francis holds a Bachelor of Science in Management with a minor degree in Decision Science from the Ateneo de Manila University. He is currently studying Property in the University of Auckland in his home country of New Zealand.

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Francis Mina

Head of Research and Advisory
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Connor Kelman

Connor Kelman

Head of Operations, Business Support and Enabler Group

Since joining PRIME and GreatWork, Connor has closed deals amounting to about Php 15M in less than a year, while also bringing over 15 new big-ticket clients to the company network. His extensive sales experience is shown by the wide variety of industries he’s dealt with, ranging from IT-BPM, Food and Beverage, Construction, Hotel/Tourism, Medical services, Utilities, and Government, among others. Connor’s work experience spans the United Kingdom, Singapore, and the Philippines.

Having transacted with businesses from around the globe, ranging from those in China and India to firms in Western Europe and the US, Connor brings his expertise in dealing with foreign and expatriate accounts to PRIME. Acting as lead for outsourcing advisory, he has notably secured a lease agreement with IMB for an entire serviced office facility. Prior to working in Asia, Connor worked in the UK hospitality industry where he has previously closed corporate events accounts for the hotel industry amounting to US$150,000 in one week, and was also once involved in closing a commercial waste disposal contract with fast-food giant Five Guys for over 100 locations in Great Britain.

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Connor Kelman

Head of Operations, Business Support and Enabler Group
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