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Meet our experts | Harold Cruz, Associate Director, Valuation Services

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For Harold Cruz, Associate Director for valuation services, valuation would always play a critical role in every stage of the business cycle, from property acquisitions, to understanding current asset values and even during property disposals. The industry will help enable clients to appreciate and fully understand a valuation premised on looking into the potential economic benefits of a certain property.
 
1. Briefly explain your experience with Colliers and working in real estate industry.
 
My real estate career started in 2004 as an entry-level appraiser, which enabled me to understand the valuation component of the real estate industry. I had taken part in valuation engagements provided to conglomerates, such as Ayala Corporation and SM Prime Holdings, Inc., holding firms like SM Investments Corporation, multinational companies like Banco de Oro, Jollibee Foods Corporation and developers, such as Araneta Group, Ayala Land, Inc. When I joined Colliers in 2018, I have been privileged to work with large corporations, conglomerates and government institutions – the likes of Sta. Lucia Land, Inc., Metro Pacific and Investment Corporation and Bases Development and Conversion Authority.

At Colliers, I take pride in harnessing broadened market knowledge with our in-depth research information. As a valuation professional, it enabled me to provide the best guidance and solutions for our clients’ strategic planning and corporate compliance.

 

2. As an Associate Director for Valuation Services, what do you think is the most challenging aspect of the job, and how do you overcome that challenge?

"Valuation is a recurring service required in every stage of the business cycle from inception where property acquisitions would play a critical role in the success of a business"

Valuation is a recurring service required in every stage of the business cycle from inception where property acquisitions would play a critical role in the success of a business, to corporate compliance where understanding the current asset values will be necessary for financial reporting, to the unfortunate circumstance of cessation where either property disposal or business merger would be the only choices left.

The most challenging aspect, alongside these opportunities, incumbent upon the valuation industry, is enabling clients to appreciate and fully understand a valuation premised on looking into the potential economic benefits of the Property the way the international market considers it, since some local clients and investors rest on knowing only the asking price level in the market.

3. What makes valuation an important service to consider for the real estate industry today and why?

 

Prudent investors generally achieve greater success as they equip themselves with unbiased, objective, and professional third-party opinion of value rendered by highly competent valuation experts with sufficient and relevant market information.

"In valuations, particularly involving forecasts of potential economic benefits of a property, the consequent market implications are imputed in the estimate to reflect a relevant and realistic value that market participants can reliably consider."

With the current unprecedented market uncertainties due to the pandemic, global economies have faced challenges and downturns. In valuations, particularly involving forecasts of potential economic benefits of a property, the consequent market implications are imputed in the estimate to reflect a relevant and realistic value that market participants can reliably consider.

Investment plans, especially those with long-term options, should look at prevailing market uncertainties as an opportunity to grow and earn more rather than as purely challenges impeding success. A carefully and fairly analyzed valuation would help investors achieve it.

 

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Harold Cruz

Associate Director

Valuation Services

Manila

A reliable expert in the Real Estate industry, Harold has over 16 years of experience in the valuation services.

Over the years, he has provided valuation for real estate porfolios, proposed reclamation projects, vast tract of land for townships and multi-sectoral projects, commercial development sites for low-rise to skyscraper structures, recurring income office, residential and retail buildings, budget, business and luxury hotels and resorts and industrial sites and warehouses.

At Colliers International Philippines, Harold oversees the real estate appraisal / valuation services rendered by CIVAS Philippines in adherence to the guidance of the Director and Head of Valuation.

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