Ar. Toti Turalba (President and CEO of Active Group of Companies) began his career at Active Realty at a very early age, even before completing his college education.
Brought to project sites by his father, Arch. Antonio “Tony” Turalba Sr., he was immersed early in the world of real estate and construction. He was mentored to become a hands-on developer with an eye for detail and the discipline to step back and think strategically. His earliest memories include playing in makeshift sandboxes at job sites, using hollow blocks as building blocks, and making miniature cement roads for his toy cars that sparked a calling to shape the built environment.
As a teenager, he was already contributing to the family company as a draftsman. The creation of buildings, drawing, and the process of making things had always been a profound passion for Turalba. Whether it involved intricate architectural models or comprehensive site layouts, he found himself drawn to any endeavor that centered on making and building.
Nurturing a Legacy
As Turalba dedicated more time to the company, he developed a genuine enjoyment for the work. This hands-on experience served as a powerful motivator, leading him to formally pursue architecture. Fortuitously, this early background fostered both his innate creativity and a robust understanding of the business intricacies within the real estate sector. The unique combination of these two aspects provided Turalba with the confidence to assume a leadership position within the organization.
Leading a company of Active Group’s scale was not something Turalba initially envisioned. He never imagined himself at the helm of such a large enterprise. However, when the opportunity presented itself, he readily stepped up, propelled by his unwavering passion for design and a firm belief in the potential that the company could achieve.
“To endure in real estate, you must think like both a planner and a forecaster. You can’t just react—you have to anticipate.”— Toti Turalba
Cultivating Success Through Mentorship
Ar. Toti Turalba’s leadership matured through hands-on experience and diverse exposure. He came to understand that genuine success isn’t about giving orders, but about building robust teams. Consequently, Turalba transitioned the company from a top-down, directive style to one focused on nurturing and mentoring teams. His philosophy became centered not on growing the company through his abilities alone, but on developing people’s strengths that would then contribute to the company’s growth.
Turalba observed that when team members grow and feel integral to the success, that sense of accomplishment becomes a significant driving force. He now leads by prioritizing talent cultivation, individual mentorship, and the creation of strong, unified teams. The personal and professional growth of his team, coupled with their shared ownership of the work, fuels both the company’s achievements and Turalba’s profound sense of personal satisfaction.
Orchestrating Active Group’s Billion-Peso Comeback
The most notable achievement during Ar. Toti Turalba’s tenure as a leader has been the monumental accomplishment of reaching the first billion pesos in annual sales. This was a pivotal moment for Active Group, especially considering the severe blow the company suffered from the 1997 Asian Financial Crisis years ago. Despite the twenty-year journey, the company successfully bounced back. That initial billion-peso sales figure served as a testament to their resilience, proving their ability to not only recover but also flourish.
Beyond this financial milestone, Active Group maintains a vast real estate inventory, with projects spread across diverse locations throughout the Philippines. Their developments span from Bulacan in the north to Batangas, Cavite, and even as far as Bacolod and Negros Occidental in the south. The company’s commitment to growth is further evidenced by its continuously expanding pipeline of new acquisitions and strategic joint ventures.
Turalba’s Vision for Sustainable Real Estate
At the core of Active Group’s approach, under Ar.Toti Turalba’s guidance, are flexibility and a profound respect for the land. The company doesn’t impose its desires on a property; instead, it meticulously assesses what is best suited for each unique location. This adaptability allows Active Group to function as a versatile developer, capable of constructing anything from economic housing to high-end real estate, always aligning with the specific location and prevailing market demand.
A key focus for Turalba is long-term sustainability, with each project meticulously tailored to maximize value for both the homeowner and the broader community. It’s not merely about selling homes; the company aims to provide beautiful, well-landscaped environments that uplift spirits and foster growth. Ultimately, Turalba believes in giving people the critical opportunity to invest and build equity through real estate ownership, which he sees as the fundamental bedrock of wealth for most families.
“What sustains us is our flexibility to offer a wide range of real estate products —when one market slows, others keep us moving forward.”— Ar. Toti Turalba
Expanding Beyond Urban Centers
Active Group has recently completed the acquisition of several new properties, with a strong focus on the CALABARZON region. Turalba is confident that this area is poised to become the primary growth engine in the southern Philippines. The company is also actively pursuing joint ventures with local landowners and other partners.
These new initiatives enable Active Group to extend its reach, bringing high-quality communities to previously underserved areas. Turalba emphasizes that for the company, growth transcends mere business expansion; it is intrinsically linked to contributing to national development by activating the untapped potential of developing regions.
The Art of Long-Term Planning
Ar. Toti Turalba acknowledges that real estate is an inherently cyclical industry, and its unpredictability can pose a significant challenge. What has enabled Active Group to endure, he explains, is their ability to plan years in advance and to maintain a diverse inventory of products. This strategic approach ensures that if one market segment experiences a slowdown, another can effectively support the business.
Turalba emphasizes that projects launched today are not intended for immediate returns; instead, they are designed for a five-year horizon. He stresses that foresight, experience, and flexibility are critical in this industry. Developers, Turalba believes, must possess the capacity to anticipate future trends based on past occurrences. Ultimately, he concludes, real estate developers must be both planners and forecasters.
“The projects we launch today are investments in the world five years from now. Patience is part of the blueprint.” — Ar.Toti Turalba
Active Group’s Livable and Sustainable Communities
Internally, one of the most impactful innovations during Ar.Toti Turalba’s leadership has been the implementation of a shared services structure across Active Group’s multiple companies. While Active Group comprises several distinct entities, creating a centralized support system allowed them to unify operations, improve efficiency, and build a stronger internal culture, all while carefully preserving each company’s unique identity.
From a product standpoint, Active Group has long prioritized green and thoughtful design. Even before it became a widespread trend, they were already integrating linear parks into their subdivisions—a concept they termed “a park in every block.” Turalba emphasizes that these innovations not only enhance the aesthetics but also significantly improve the livability and long-term value of their developments.
Forging a Culture of Performance and Belonging
Active Group is undergoing a cultural evolution, transitioning from a primarily family-centric approach to one that is distinctly team-oriented. While compassion continues to be a core principle, the objective is to cultivate teams that function with the efficiency and drive of elite sports teams—collaborative, focused on goals, and highly adaptable. Turalba notes that the familial approach can sometimes allow leniency to hinder performance, a contrast to the team culture where accountability and mutual support thrive together.
Active Group actively organizes family-inclusive events, promotes a healthy work-life balance, and builds a culture where collective achievements are enthusiastically recognized. Turalba firmly holds that when employees perceive the company’s triumphs as their own, it powerfully ignites both their productivity and unwavering long-term commitment.
Commitment to Green and Value-Driven Development
For Ar. Toti Turalba, sustainability is deeply embedded in Active Group’s culture. From efficient land use to minimizing environmental disturbance, their developments are meticulously designed to work with nature, rather than against it. Turalba emphasizes that innovation isn’t solely about flashy features; it’s about finding ways to do things better, with less waste, lower costs, and longer-lasting value.
He points to Mozzafiato, a lakeside development, as a prime example. This project is specifically designed around water sports and community living, introducing a new kind of leisure real estate to the market. Mozzafiato is built on principles of lifestyle integration and responsible design. For Turalba, it’s not just about what Active Group builds, but how they build it and who ultimately benefits from it.
“At Active Group, sustainability isn’t a strategy—it’s part of our culture. That’s how we create places that endure.” — Ar. Toti Turalba
Pioneering Development in the Philippines’ Growth Areas
Ar. Toti Turalba attributes Active Group’s longevity to its core strategies of diversification and broad geographic reach. The company has consistently embraced a diverse product mix, ranging from affordable homes to high-end developments. This strategic balance effectively insulates them from the fluctuations of economic cycles.
Another key aspect of their strategy is tapping into growth areas ahead of larger players. Historically, Active Group has entered markets like Batangas or Negros before they transformed into real estate hotspots. Turalba emphasizes that the company is committed to growing alongside the country, extending its brand of quality developments to new areas that are in need of housing and community infrastructure.
Key Achievements :
- First-ever ₱1 billion in annual sales under current leadership
- 50+ years of continuous operation
- Projects spanning Luzon and Visayas
- Diversified portfolio from economic to high-end residential products
- Strong land bank across Calabarzon, Bulacan, and Negros
Ar. Toti Turalba’s Fulfillment in Transforming Lives
According to Toti Turalba,
The true reward lies in witnessing the positive transformation of lives.
There is immense satisfaction in observing rank-and-file employees ascend to executive positions and in seeing customers’ content within the vibrant communities that Active Group has created.
Even a simple act of walking through a site, and the realization that “this was once empty” but is now a thriving, vibrant place full of families in a sustainable community, provides Turalba with profound fulfillment.
The Disciplined Pursuit of Excellence
Ar. Toti Turalba engages in various hobbies to clear his mind, including:
- Golf
- Water sports
- Clay shooting
- Car racing (which provides mental clarity and focus due to its demands for control and precision, and motivates him to stay fit).
Recharge and Reset:
- Traveling and spending time with family are crucial for Turalba to reset.
- Simple joys like sharing meals, discovering new places, and making memories re-energize him, allowing him to lead more effectively.
Philosophy on Excellence and Legacy:
- Ar. Toti Turalba believes that excellence in one’s craft is how one truly makes a difference, regardless of profession (e.g., entrepreneur, doctor, mechanic).
- He asserts that mastery of a craft leads to success.
- While passion is valuable, he notes it can be fleeting, whereas the mastery of one’s craft endures and builds a lasting legacy.
Dear Future Real Estate Professional,
If you’re thinking of entering the real estate industry, let me start by offering a word of advice: start small.
Real estate is not a business you jump into without caution. It’s exciting and full of opportunity—but it’s also complex and, at times, unforgiving. One wrong purchase, one poorly considered decision, can set you back years. That’s why it’s critical to take your time. Evaluate every opportunity carefully, plan strategically, stay within your budget, and always pay attention to where the population is moving—because that’s where the growth will be.
Beyond the technical aspects, let me share something more personal—something I’ve learned over decades in this field: hone your craft. Whether you’re a builder, planner, broker, or architect, be exceptionally good at what you do.
People often say, “follow your passion.” And while that’s well-meaning advice, I’ve found that passion can fade—but mastery endures. When you’re truly skilled at something, success becomes a byproduct. And once you succeed, passion tends to find its way back, helping you refine and elevate your craft even further.
So, take your time. Build carefully. Learn constantly. And above all, be great at your craft. This industry rewards those who combine vision with discipline.
Wishing you success, growth, and longevity on your journey,
Ar. Antonio “Toti” Turalba, Jr.
President/CEO, Active Group
