Before Home Buddies became one of the Philippines’ largest online communities, it changed something much closer to home. It changed the way many Filipinos looked at the spaces they lived in. What began as conversations about paint colors, furniture, and home organization gradually became discussions about identity, confidence, sustainability, and the people who make a house feel like home.
For founder Frances Cabatuando, that transformation was never something she planned. It simply grew alongside the community itself.
One thing she noticed early was who was leading those conversations.
Today, around 80 percent of Home Buddies members are women. For Frances, that says a great deal about who is shaping Filipino homes behind the scenes.
“Women are simply amazing,” she said. “Home Buddies is not toxic because women are respectful and are just a delight to be surrounded by.”
She also observed that women naturally share more than opinions. They willingly document their homes, answer questions in detail, and help complete strangers solve everyday problems.
“They won’t just reply to comments. They would go out of their way to take a photo of their kitchen,” she shared.
More importantly, she believes the community has become a place where women are recognized for their expertise rather than treated merely as consumers of content.
“I am honored to create a group where women are seen as experts, not just viewers or followers or consumers. Women of Home Buddies take the lead in conversations and are not intimidated by topics related to construction and DIY.”
That culture of openness has also reached Filipinos living far from home.
Frances said many overseas Filipinos remain active members because the group helps them stay connected to what is happening in the Philippines. Beyond keeping up with local home trends, many use the community while building or renovating houses back home.
“It makes me happy when they tell me it makes them feel more connected to the Philippines through Home Buddies,” she said.
The group has also become a practical resource for overseas members making decisions from abroad. Through fellow members, they can ask questions, verify information, and seek advice before committing to purchases or construction projects.
“It also helps them be updated with local trends because most of them are also building their own homes in the Philippines,” she explained. “The group also prevents them from getting scammed or getting bad deals even when they transact remotely because they can get advice from locals who know better.”
As Home Buddies expanded, it also gained recognition beyond its members. In 2021, the community received more than USD 80,000 in funding through Meta’s Community Accelerator Program, acknowledging its impact as a digital community.
Despite that recognition and its massive scale, Frances has consistently resisted treating Home Buddies as a personal platform.
Instead, she sees herself as someone entrusted to guide conversations rather than control them.
“I just believe that Home Buddies is not Mayora’s platform. It is a community moderated by Mayora,” she said.
“So the voice of Home Buddies is not mine, but the kapitbahays’. The trending topics are not what I’m interested in, but what people are genuinely talking about. I’m here to curate, not to impose.”
That mindset has helped preserve the sense of familiarity that members often describe. Even with millions of people participating, the community continues to feel closer to a neighborhood than a social media page.
Growth, however, has also brought new questions.
As a content creator and a MakeSense Climate Change Action fellow, Frances has become increasingly conscious of the balance between recommending products and encouraging responsible consumption.
She admitted that it is something she reflects on often.
“That’s a struggle for me, personally,” she said. “Especially after years of doing content creation.”
She shared that she has become more selective about the products she features, often asking herself difficult questions about the role creators play in influencing consumer behavior.
“‘Am I becoming just a tool for capitalism?’ I really ask myself that these days.”
For Frances, the answer lies in staying authentic. She said she only promotes products she personally uses, making sure every recommendation reflects her own experience.
Beyond product reviews, she has also found ways to encourage more sustainable habits within the community. Through initiatives such as the Home Buddies Weekend Market, members are given opportunities to sell pre-loved items while others discover affordable finds that extend the life of products already in circulation.
Looking back, Home Buddies has grown into far more than a place for decorating tips or renovation advice. It has become a community where practical knowledge, personal experiences, and shared values meet.
In the process, it has quietly reshaped how many Filipinos think about their homes. Not simply as places to furnish, but as spaces to build, improve, and share with others who understand exactly why those small changes matter.