# Competitive Teardown: Filipino Homes (filipinohomes.com)

Clean-room research notes for the "property-portal" (bilingual JP/EN, SUUMO-like PH real-estate demo) roadmap. All data gathered from public HTTP responses (`curl`), rendered page text (WebFetch), and public web search on 2026-07-11. Inferences are explicitly marked `(inferred)`; anything not directly observed is marked `not observed`.

## 1. Overview & positioning (agent-network brokerage model)

Filipino Homes is the consumer-facing portal of the **Leuterio Realty & Brokerage Group**, founded by Anthony Gerard "Tonton" Leuterio (Cebu-based, operating since 2008). Positioning observed via WebSearch and the site's own About page:

- Self-described as "the country's fastest-growing real estate brand" and "the largest comprehensive real estate solutions portal in the Philippines."
- Self-reported network size: "providing livelihood opportunities to nearly 5,000 people across the country" (site's own About page, `/about/soul-of-company`). Third-party press (Philstar/Sunstar, 2024) cites larger figures — "100 offices nationwide" and "11,000–14,000 licensed real estate professionals" — these are press claims, not confirmed on-site, so treated as `(inferred, third-party)`.
- Model is a **three-sided marketplace**: buyers pick their preferred listing agent directly on a listing; agents can recruit/co-broke with other agents; sellers/developers list through the network. This is described in press coverage as "agents can help agents, buyers can choose their preferred agents on the listing, and agents can look for buyers and ask support from their co-agents."
- Sister brand: **Rent.ph** ("the biggest rental website through Rent.ph") — a separate rental-only property under the same group `(inferred from About page text, not independently verified)`.
- Founder Anthony Leuterio was named 2024 NAR (US National Association of Realtors) International Realtor of the Year — used heavily in marketing/PR.
- The group is actively building a proprietary AI layer branded **"ASA GPT"** ("Proprietary AI Software for Real Estate"), described in press as integrated across "135 offices nationwide" with "9 proprietary AI tools." Corroborated on-site: `robots.txt` explicitly disallows `/asa-gpt`, and the homepage search bar has a visible **"AI ON / OFF"** toggle (see §4).

## 2. Tech stack & architecture

Observed via `curl -sIL` on homepage, category, and detail pages (desktop Chrome UA), plus fetched JS chunks.

- **Framework**: Next.js, App Router, server-rendered/ISR. Evidence: `x-nextjs-prerender: 1`, `x-nextjs-stale-time: 300` response headers; HTML contains React Server Component streaming markers (`self.__next_f.push`, 36 occurrences on the detail page); JS chunk filenames include a `turbopack-*.js` bundle, confirming the build uses **Turbopack** (Next.js's Rust bundler), implying a recent Next.js version (15.x class).
- **Hosting/CDN**: Origin is **Vercel** (`x-vercel-cache: HIT`/`MISS`, `x-vercel-id: sfo1::iad1::...` — SFO edge, IAD1 origin region), fronted by **Cloudflare** as reverse proxy/WAF (`server: cloudflare`, `cf-cache-status: DYNAMIC`, `cf-ray`, Cloudflare NEL/report-to headers). So: Cloudflare (DNS+proxy) → Vercel (Next.js hosting/ISR) → app.
- **UI library**: **MUI (Material UI)** — class names like `MuiBox-root`, `mui-1og570q` etc. are pervasive across all three pages sampled.
- **Object storage/CDN for media**: AWS S3, bucket `filipinohomes123.s3.ap-southeast-1.amazonaws.com` (ap-southeast-1 = Singapore), serving `.webp` images from a path literally named `filipinohomes-compressed-from-old/...` (suggesting a past migration/re-compression pass of legacy image assets).
- **Analytics/marketing scripts**: Google Tag Manager (`googletagmanager.com/gtag`) is present; Google Analytics, Google Maps JS API, YouTube embeds, and Google OAuth (`accounts.google.com`) are all explicitly allow-listed in CSP. `static.cloudflareinsights.com` (Cloudflare Web Analytics/RUM) is also allow-listed. No Meta Pixel, Hotjar, Clarity, Segment, or Sentry script tags were found in the sampled JS chunks (small sample; not exhaustive — `not observed`, not "absent").
- **Real-time chat**: A `socket.io` client connects to `wss://system.leuteriorealty.com/services/filipinohomes/chat` (found literally in a JS chunk: `globalThis.__fhChatSocket??(0,s.io)("https://system.leuteriorealty.com/services/filipinohomes/chat",{autoConnect:!1,transports:["w...`). `system.leuteriorealty.com` is also explicitly allow-listed in CSP `connect-src` (both `https://` and `wss://`), confirming this is the group's shared CRM/chat backend, separate from the public marketing domain.
- **CSP-declared backend API hosts** (from the `content-security-policy` header's `form-action`/`connect-src`): `https://api2.filipinohomes.com` and `https://laravel.filipinohomes.com`. These were **not observed directly** in the sampled server-rendered HTML or in the handful of JS chunks fetched (listing data appears to be fetched server-side during Next.js rendering, not client-side XHR for the pages sampled) — their existence and naming (`laravel.filipinohomes.com` strongly implies a **Laravel/PHP backend**) is confirmed only via the CSP allow-list, so treat the API's internal shape as `(inferred)`.
- **Dynamic OG image generation**: `GET https://filipinohomes.com/og/listing?...` returns `content-type: image/png`, `x-matched-path: /og/listing`, cached `public, max-age=86400, immutable` — a Next.js dynamic Open Graph image route (Vercel `@vercel/og`-style, `(inferred)`) that renders a per-listing social-share card server-side from query params (title, price, beds, baths, area, photo).
- **Security headers**: strict CSP (report-only variant also shipped in parallel for safe rollout testing), `strict-transport-security: max-age=63072000; includeSubDomains; preload`, `x-frame-options: SAMEORIGIN`, `permissions-policy` disabling camera/mic/interest-cohort/browsing-topics, `cross-origin-opener-policy: same-origin-allow-popups` (the "allow-popups" variant is needed for Google OAuth popup flow).
- **Locale**: `<html lang="en-PH">` on every page sampled (home, category, detail) — single-locale site, no `hreflang` alternates observed, no language switcher UI found.

## 3. Data layer & hidden APIs

- **Backend API hosts** (from CSP, not directly called in sampled requests): `https://api2.filipinohomes.com`, `https://laravel.filipinohomes.com` — `form-action` targets, i.e. used for form submissions (contact/lead forms, login). Full endpoint paths: `not observed`.
- **CRM/chat backend**: `https://system.leuteriorealty.com/services/filipinohomes/chat` (Socket.IO namespace/path), confirmed in JS source.
- **robots.txt** blocks crawling of `/admin/`, `/client/`, `/editor/`, `/login`, `/api/`, `/_next/`, `/dashboard/`, `/cookies/`, `/maintenance/`, and `/asa-gpt` — confirms an internal `/api/` surface exists on the same origin (likely Next.js route handlers proxying to the Laravel/api2 backends) plus an agent-facing `/dashboard/` and `/editor/` (listing CMS) and `/client/` area, all gated behind `/login`.
- **Sitemaps** (`sitemap.xml` → sitemap index): separate sitemap files for `sitemap-static-1.xml`, `sitemap-categories-1.xml` (62 URLs), `sitemap-listings-1.xml` through `-18.xml` (18 shards — at typical ~50k URLs/shard this implies the catalog is potentially in the hundreds of thousands of listing URLs, `(inferred)`), `sitemap-agents-1.xml`/`-2.xml`, `sitemap-blogs-1.xml`, `sitemap-news-1.xml`/`-2.xml`. There is also a separate `image-sitemap.xml` and `news-sitemap.xml` declared in `robots.txt`.
- **JSON-LD (schema.org)** is emitted server-side on every page type sampled, using the `<script id="listing-*-jsonld" type="application/ld+json">` pattern (named IDs per block: `listing-category-jsonld`, `listing-breadcrumb-jsonld`, `listing-faq-jsonld`). Types observed across home/category/detail:
  - Home: `WebSite`, `Organization`, `FAQPage`/`Question`/`Answer`, `Service`, `Country`, `GovernmentOrganization`, `EducationalOccupationalCredential`, `Audience`.
  - Category (`/for-sale/condominium`): `CollectionPage`, `ItemList`/`ListItem` (13), `AggregateOffer`, `BreadcrumbList`, `FAQPage`.
  - Detail (`/nsha-brand-new-modern-house`): `RealEstateListing`, `House`, `Offer`, `RealEstateAgent`, `PostalAddress`, `GeoCoordinates`, `QuantitativeValue`, `PropertyValue` (×4: Bedrooms, Bathrooms, Lot Area, Floor Area), `BreadcrumbList`, `FAQPage`.
- **Inferred listing data shape** (reconstructed from the `RealEstateListing`/`House`/`Offer` JSON-LD on the detail page for `nsha-brand-new-modern-house`, MNL-25584):
  ```json
  {
    "name": "string (all-caps marketing title)",
    "description": "string (templated intro + free-text bullet features)",
    "datePosted": "ISO 8601 timestamp",
    "images": ["S3 webp URLs, ordered, first flagged representativeOfPage"],
    "provider/offers.seller": { "@type": "RealEstateAgent", "name", "email", "telephone" },
    "offers": { "price": number, "priceCurrency": "PHP", "availability", "priceValidUntil" },
    "mainEntity (House)": {
      "address": { "streetAddress", "addressLocality", "addressRegion", "postalCode", "addressCountry": "PH" },
      "containedInPlace": "region-level Place",
      "geo": { "latitude", "longitude" },
      "numberOfRooms": number,
      "numberOfBathroomsTotal": number,
      "floorSize": { "value", "unitCode": "MTK" },
      "additionalProperty": [ { "name": "Bedrooms|Bathrooms|Lot Area|Floor Area", "value", "unitCode": "MTK" } ]
    }
  }
  ```
  Listing codes follow a `REGION-#####` pattern, e.g. `MNL-25584` (Metro Manila), `CEB-16875` (Cebu), `PAL-16809` (Palawan), `NOC-16870` — implying region-prefixed, sequential listing IDs, consistent with a multi-office/multi-branch back office `(inferred)`.
- **URL taxonomy** (from `sitemap-categories-1.xml`, 62 entries): two transaction roots `for-sale` / `for-rent`, each with property types `condominium` (sub-types: `penthouse`, `studio`, `1-bedroom` … `4-bedrooms`, `loft`), `house` (sub-types: `apartment`, `townhouse`, `house-and-lot`, `boarding-house`, `retirement-house`, `pension-house`, `beach-house-resort`), `land` (sub-types: `agricultural-lot`, `island`, `residential-lot`, `commercial-lot`, `memorial`, `beach-lot`, `industrial-lot`), and `commercial` (sub-types: `warehouse`, `bpo`, `office`, `building`, `hotel`, `space`). This gives clean, SEO-friendly, crawlable category URLs like `/for-sale/condominium/2-bedrooms`. "Pre-selling" appears only as in-page filter/badge text on the condo category page (`grep` hit ×7), not as its own top-level sitemap URL segment.

## 4. Feature inventory

- **Search filters** (from rendered category page `/for-sale/condominium` + homepage search widget, via WebFetch text extraction + raw `aria-label` grep):
  - Transaction type: For Sale / For Rent (top-level path segment).
  - Property type & sub-type: Condominium / House / Land / Commercial, each with the sub-types listed in §3.
  - Bedrooms, Bathrooms, Parking (icon filters; `aria-label="Bedrooms"`, `"Bathrooms"`, `"Parking"` confirmed in raw HTML).
  - Floor area (`aria-label="Floor Area"` confirmed).
  - Price range (rendered as a stat summary on the category page: "listings span ₱650K to ₱24M" with "median asking price at ₱4.4M" — implies a min/max price slider or input, exact control `not observed` in raw markup grep).
  - Location: free-text/typeahead by city/barangay/landmark (`aria-label` values are full addresses like "Bakilid, Mandaue City, Cebu, 6014, Philippines", suggesting an autocomplete location search).
  - Furnishing status: "Fully Furnished" / "Semi Furnished" / "Unfurnished" shown as a listing-card badge (confirmed on detail page too: "Furnishing: Unfurnished").
  - **"Change search mode" toggle** (`aria-label="Change search mode"`, present on both homepage and category page) alongside a distinct **"AI ON / OFF"** toggle on the homepage search bar — two separate, deliberate search-mode affordances; the AI toggle plausibly switches to natural-language/AI-assisted search (ties to the "ASA GPT" initiative) `(inferred — exact behavior not observed without JS execution)`.
  - Sort options: `not observed` in static markup (client-rendered dropdown, text not present in server HTML).
- **Map**: Google Maps JavaScript API is loaded (`maps.googleapis.com`, `maps.gstatic.com` in CSP and referenced in both category and detail page HTML). On the detail page, WebFetch text extraction found a **"Nearby Facilities"** feature: a map showing schools (10 listed) and hospitals (10+ listed) within a 3 km radius, plus "Nearby Office" showing the closest Filipino Homes branch and its distance (e.g., "Filipino Homes Taguig City location, 10.5 km away") — a proximity-to-POI feature tied to their own branch network. No explicit map-view toggle for search *results* (list ↔ map switch) was found in the sampled category page markup — `not observed` (may be client-rendered/behind interaction).
- **Gallery/media**: Photo carousel with position indicator ("1 / 6" style), images watermarked with the Filipino Homes logo, served as `.webp` from S3. No video/virtual-tour embed found on the sampled listing, though `youtube.com`/`youtube-nocookie.com` are CSP-allow-listed (site-wide capability exists, just not used on this particular listing).
- **Agent/lead contact**: Each listing's JSON-LD exposes a `RealEstateAgent`/seller block with `name`, `email`, `telephone` (direct contact info embedded in page source, not gated). Rendered page has a "Contact" affordance (exact button/form fields not enumerated by WebFetch). Real-time chat widget backed by the shared `system.leuteriorealty.com` Socket.IO CRM (see §2/§3) — likely the live-chat-with-agent mechanism.
- **Saved search / alerts / email**: "Save property" (`aria-label="Save property"`) and homepage "favorite" affordances were found — i.e. **favoriting/saving individual listings** is a real feature. A dedicated **saved-search-with-email-alert** feature (recurring query + notification) was **not observed** in any sampled page.
- **Accounts/auth**: "Login / Register" present in nav (confirmed text "Login", "Register", "Log In" across home and detail pages). Google OAuth is wired in (CSP allow-lists `accounts.google.com`/`apis.google.com`, and `cross-origin-opener-policy: same-origin-allow-popups` is set specifically to support the Google OAuth popup flow) — i.e. **"Sign in with Google" is supported**, `(inferred from CSP + COOP header, not from clicking the button)`.
- **Monetization**: No payment/checkout indicators found (no Stripe/PayMongo scripts — the one "stripe" string match in a JS chunk was a false positive from an emoji-picker keyword list ("stripes"/zebra), not a payment SDK). Business model is lead-generation/brokerage commission, not on-platform transactions — consistent with the agent-network positioning in §1. "Featured Developers" carousel on the homepage (6 named developers) suggests **developer/partner placement as a monetization or partnership channel** `(inferred)`.
- **i18n & currency**: Single locale, `en-PH` only, no language switcher observed, no `hreflang` alternates found. Prices shown only in ₱ (PHP); no USD or currency-toggle control found (`grep` for "currency"/"USD" in raw HTML returned zero hits). This is a clear contrast point vs. property-portal's bilingual JP/EN + currency-toggle design.
- **Mobile app**: No app-store badge/link found in the sampled homepage/detail/category HTML (`play.google.com/store/apps`, `apps.apple.com` — zero hits). However, WebSearch confirms a **Filipino Homes mobile app exists** (Android + iOS, launched ~2019 per Philstar/Sunstar coverage), pitched as covering "550 developers with 1,300 projects," with agent-selection/direct-negotiation built in. So: app exists per press coverage, but no in-page promotion was observed in the pages crawled `(app-store links: not observed on-site; app's existence: confirmed via WebSearch/press)`.

## 5. UX & content notes

- Listing cards (category page) surface a lot of trust/freshness signals at a glance: photo count, "FOR SALE" status badge, project/development name, price, beds/baths/parking icons, floor area, furnishing status, property code, full address, **agent photo + name**, and a relative freshness timestamp ("Updated 16 minutes ago") — freshness-as-trust-signal is a deliberate UX choice worth replicating.
- Detail page includes a **built-in mortgage/loan calculator** rendered directly on the page (WebFetch surfaced a concrete estimate: "₱169,148.48 for 20 years · 9% p.a." for the ₱23.5M listing sampled) — no separate tool/page needed.
- Breadcrumb trail is deep and SEO-oriented: `Home > For Sale > House > House For Sale in Paranaque City > [listing title]` — each level is itself a crawlable, indexed category page.
- Outbound integration: a **"Zonal Value Checker"** link points to an entirely separate external tool, `https://zonalvalue.ph` (opens `target="_blank"`), for checking BIR (tax) zonal values of PH real estate — a value-add utility the group built as a distinct micro-site rather than embedding.
- FAQ blocks (`FAQPage` JSON-LD) are present on every page type (home, category, detail) — this is being used both for on-page content/SEO richness and to win FAQ rich snippets in Google Search.
- "Similar Properties" (4 comparable listings) and the "Nearby Facilities"/"Nearby Office" module round out the detail page — strong emphasis on keeping the visitor engaged on-site and funneling toward the branch network.

## 6. SEO & metadata

- Full Open Graph + Twitter Card tags on the detail page, including a **dynamically generated OG image per listing** (`/og/listing?title=...&loc=...&price=...&cat=...&type=...&beds=...&baths=...&area=...&code=...&photo=...`), in addition to a fallback static listing photo as a second `og:image`. This means every shared link gets a purpose-built social card with price/beds/baths baked in as an image, not just a generic template.
- `robots.txt` explicitly names and allow-lists AI crawlers by user-agent: `GPTBot`, `OAI-SearchBot`, `ChatGPT-User`, `ClaudeBot`, `Claude-Web`, `anthropic-ai`, `PerplexityBot`, `Perplexity-User`, `Google-Extended`, `Applebot-Extended`, `Bytespider`, `CCBot`, `cohere-ai`, `Diffbot`, `FacebookBot`, `Meta-ExternalAgent`, `Amazonbot` — all given the same `Allow: /` (minus the standard private paths) as generic crawlers. This is a deliberate, current (2026) SEO/AI-visibility strategy: they want to be indexed and cited by AI answer engines, not blocked. Separately, `robots.txt` fully blocks known site-ripper tools (`HTTrack`, `WebCopier`, `WebReaper`, `WebZIP`, `TeleportPro`, `Offline Explorer`, `SiteSnagger`, `wget`, and scraping bots `Brightbot`, `sitebot`, `Barkrowler`, `SirdataBot`) with a blanket `Disallow: /`.
- Sitemap breadth: static pages, categories, 18 listing shards, 2 agent shards, blogs, and 2 news shards, each declared with per-file `<lastmod>` — listing sitemaps show `lastmod` of the current date (2026-07-11), i.e. actively regenerated/fresh sitemaps, likely daily.
- JSON-LD coverage (see §3) is extensive and page-type-specific (`RealEstateListing`+`House` on detail, `CollectionPage`+`ItemList`+`AggregateOffer` on category, `WebSite`+`Organization`+`Service` on home) — a mature, deliberate structured-data strategy, not just boilerplate.
- `<html lang="en-PH">` and page titles follow a consistent pattern: `"{LISTING TITLE} — ₱{PRICE} | Filipinohomes.com"`.

## 7. Takeaways for property-portal

Prioritized, in rough order of leverage-to-effort for a SUUMO-like JP/EN PH demo:

1. **Per-listing dynamic OG image generation.** Filipino Homes generates a bespoke social-share card per listing (price/beds/baths/photo baked into a server-rendered PNG) via a `/og/listing` route. This is cheap to build with Next.js's built-in OG image support and immediately upgrades link-sharing quality (Slack/LINE/Facebook previews) — high value, low effort, and directly portable to property-portal's stack.
2. **Deep, SEO-friendly category URL taxonomy.** `/for-sale/condominium/2-bedrooms`-style nested static paths (transaction × property-type × sub-type, and bedroom-count as its own crawlable segment) beat query-param-only search pages for SEO and for giving users bookmarkable, shareable category pages. Worth adopting even for a static-export demo — it's a straightforward routing/data-modeling decision, not a backend dependency.
3. **Freshness + trust signals on listing cards.** "Updated N minutes ago," agent photo+name, and property code visible directly on the card (not just the detail page) meaningfully raise perceived legitimacy at zero UX cost — easy to bake into the existing listing-grid component.
4. **On-page mortgage/loan calculator on the detail view.** A simple embedded calculator (principal/rate/term → monthly payment) is a self-contained, high-perceived-value feature that needs no backend and fits a demo's constraints well; PH-specific rate defaults (e.g., ~9% p.a. observed) would sell the localization story.
5. **Structured data (JSON-LD) discipline**, matching schema.org `RealEstateListing`/`House`/`Offer`/`BreadcrumbList`/`FAQPage` per page type — property-portal should replicate this pattern (it's cheap, framework-agnostic, and directly demonstrates SEO maturity to a prospective client evaluating the demo).
6. **Explicit AI-crawler allow-listing in robots.txt.** Filipino Homes deliberately names and allows GPTBot/ClaudeBot/PerplexityBot/etc. while blocking scraper tools. This is a low-effort, visible-in-source detail that signals "modern, SEO-aware build" to anyone inspecting the demo, and costs nothing to add.

Explicitly **not** recommended to copy: Filipino Homes has no currency toggle and only one locale (`en-PH`) — this is precisely the gap property-portal's bilingual JP/EN + currency-toggle design already fills better, and is worth calling out as a differentiator rather than something to imitate.

## Matrix row

Category | Real estate — agent-network brokerage portal (PH)
Framework | Next.js (App Router, RSC/ISR, Turbopack build) + React + MUI
Host/CDN | Vercel (origin, ISR) behind Cloudflare (proxy/WAF/CDN)
Search filters | Transaction type (sale/rent), property type + sub-type, bedrooms, bathrooms, parking, floor area, price range, location (typeahead), furnishing status, "AI ON/OFF" search-mode toggle
Map | Google Maps JavaScript API (`maps.googleapis.com`) — used for "Nearby Facilities"/"Nearby Office" proximity module on listing detail; results-page map-view toggle not observed
Saved search/alerts | Save/favorite individual listings observed ("Save property"); recurring saved-search email alerts not observed
Agent/lead contact | Agent name/email/phone embedded in listing JSON-LD; live chat via Socket.IO to shared CRM (`system.leuteriorealty.com/services/filipinohomes/chat`)
Auth | Login/Register in nav; Google OAuth wired via CSP + COOP `same-origin-allow-popups` (inferred, not click-tested)
Listing data source | Server-rendered via Next.js from backend(s) declared in CSP: `api2.filipinohomes.com`, `laravel.filipinohomes.com` (Laravel backend implied by hostname); full endpoint paths not observed
Notable API endpoints | `/og/listing` (dynamic OG image, PNG); `wss://system.leuteriorealty.com/services/filipinohomes/chat` (live chat); `/api/`, `/dashboard/`, `/editor/`, `/client/`, `/asa-gpt` (blocked in robots.txt, existence confirmed, contents not observed)
Monetization | Lead-gen/brokerage commission model; no on-platform payment SDK found; "Featured Developers" partner placement on homepage
i18n/currency | Single locale `en-PH` only, no language switcher, no `hreflang`, PHP-only pricing, no currency toggle
Mobile app | Exists per press coverage (Android+iOS, launched ~2019); no app-store badges/links found on sampled pages
Standout feature | Region-prefixed listing codes + branch-proximity "Nearby Office" module + shared group-wide CRM chat, reflecting the underlying agent/branch-network business model baked directly into the product