Our mission
Our mission is clear: to deliver reliable, professional, and client-focused real estate services that prioritize satisfaction and build lasting relationships rooted in trust, integrity, and excellence.
About Us
Helping You Buy, Sell, Lease, and Manage Property with Confidence
Who we are
Goodwill Realty: A tradition of trust, a tradition of goodwill.
For more than 12 years, Goodwill Realty (Brokerage & Property Management) has been a trusted name in Cebu’s real estate industry, helping individuals, families, and businesses find the right property to call their own. Established in 2014, the company has proudly served clients for 12 years as a duly registered firm under the SEC, BIR, and DHSUD. Founded and led by Atty. Junfe S. Parcon, a Licensed Real Estate Broker with a unique blend of expertise as a Mechanical Engineer, and a Law practitioner, Goodwill Realty offers clients a distinct advantage. His technical background, combined with legal and real estate knowledge, ensures that every transaction is not only practical and profitable but also legally sound and ethically guided.
At Goodwill Realty, we believe that property decisions are life-changing. That’s why we provide tailored solutions (whether you’re buying your first home, investing in property, selling or leasing a space, or exploring commercial and industrial opportunities). Our commitment is to make every step of the process smooth, transparent, and successful.
Our vision
With deep local knowledge of Cebu’s property market, a wide network of developers and industry partners, and a reputation for ethical service, Goodwill Realty aspires to remain one of the region’s most trusted and respected real estate broker (helping every property reach its fullest potential).
To earn that trust, we commit to:
- Honest, ethical, and practical guidance backed by dedicated representation.
- Acting with integrity and transparency in every transaction.
- Upholding high standards of professionalism in all we do.
- Putting our clients' interests and satisfaction first.
What we stand for
Our values
Seven principles guide every transaction, every handshake, and every decision we make.
- 01
Integrity
We act with honesty and transparency in every action, ensuring all dealings are ethical and truthful.
- 02
Professionalism
We uphold high standards of expertise, conduct, and service in all we do.
- 03
Trust
We earn and safeguard your confidence through consistent, reliable performance.
- 04
Commitment
We remain fully dedicated to your needs and goals from start to finish.
- 05
Excellence
We strive to deliver outstanding results and continuously improve our services.
- 06
Client First
We prioritize your best interests and tailor solutions to your unique needs.
- 07
Accountability
We take full responsibility for our work and stand by the promises we make.
A duly registered company under the Securities and Exchange Commission (SEC), the Bureau of Internal Revenue (BIR), and the Department of Human Settlements and Urban Development (DHSUD).
Leadership
Meet the people behind Goodwill Realty
Atty. Junfe S. Parcon
Founder & Licensed Real Estate Broker
Atty. Junfe S. Parcon began his professional journey as a Licensed Mechanical Engineer, where he honed his skills in precision, problem-solving, and technical analysis. His passion for real estate later led him to earn his license as a Real Estate Broker, allowing him to guide clients in making sound property investments. Driven by a deep commitment to safeguard his clients’ interests and ensure every transaction is both secure and beneficial, he pursued the study of Law, further strengthening his ability to provide comprehensive and legally sound advice.
This rare combination of technical expertise, real estate proficiency, and legal knowledge gives Goodwill Realty a distinct advantage. Under his leadership, the firm offers guidance that is not only practical and profitable but also ethically grounded and legally reliable. His dedication to professionalism, integrity, and client-first service continues to shape Goodwill Realty’s reputation as a trusted name in Cebu’s property market.
Why Goodwill Realty
Why work with us
A few reasons buyers, sellers, and investors keep coming back.
- More than 14 years of proven experience across Cebu
- Licensed, professional, and ethical service at every step
- A wide network of listings, developers, and industry partners
- Fully transparent transactions, with no hidden fees
- Deep local knowledge of Cebu's property market
- Support that continues even after the deal is done