Home Buddies' 'Mayora' Frances Cabatuando opens up about building safe, inclusive, and thriving communities online

At the height of the COVID-19 pandemic, as we stayed cocooned in our homes, many were inspired to improve the spaces they live in.

While it’s easy to find inspiration online, there’s nothing like talking to fellow homeowners who are also in the process of beautifying their homes.

Around this time, the Facebook group Home Buddies started drawing in members, providing a virtual haven for individuals seeking a second home online where they could ask questions, share discoveries, and find joy in bonding over their shared love for their homes.

Founded by Frances Cabatuando, whom members call “Mayora,” Home Buddies transformed into a safe space. Here, people can proudly share their home journeys, post photos without fear of judgment, and build meaningful relationships with their fellow kapitbahays.

Staying relevant, three years after

In a Thanksgiving event attended by media and other partners, Mayora can’t help but reflect on the continued success of Home Buddies. With 3.2 million members and counting, it has become the biggest Facebook community in Southeast Asia.

The enduring relevance of Home Buddies lies not just in the changing needs of its members, but also in Frances’ understanding of the “seasonality” of the home.

For example, every summer, she knows that people will be inquiring about air conditioners and air coolers while December brings in posts about holiday decorations.

According to Mayora, Home Buddies is not just a space for “budol,” or impulsive purchases anymore—it has evolved into a responsible and informative space where people can compare prices, exchange design inspirations, and more.

The community has become a space where one can learn a thing or two about building and maintaining a good home.

The birth of Hangout Buddies, a space for travel and ‘tambay’

Following the success of Home Buddies, Frances created another community, Hangout Buddies, which focuses on travel and hangout spots. 

According to her, she imagined it to be a community that “removes the intimidation out of travel.” She believes that it shouldn’t be a luxury to travel and that hanging out can also be a form of leisure.

Frances is consistent in calling herself a community-builder, someone who brings people together. If Home Buddies members are kapitbahays, Hangout Buddies are referred to as kapitbyahes

From posting about new restaurants, stores, and coffee shops, and how to make the most of your flights, Hangout Buddies aims to become a positive space for traveling.

Of course, it’s also another venue to share useful “budols”—from the best neck pillows to travel organizers. With 218,000 members as of writing, Hangout Buddies proves Frances’ other belief—that people are looking for new ways to connect and they want to find new friends.

With both Home and Hangout Buddies, people with the same interests can easily connect and find comfort in that.

Creating a safe and inclusive environment

Online platforms can be toxic, especially since it’s easy to type and post comments. Frances says it’s important to moderate the communities that’s why she has moderators who check what’s going on in the groups.

In Home Buddies, these moderators are called “tanods.” From checking comments to approving posts, Frances wants to make sure that members feel safe and heard in the group.

Through the communities, Frances also hopes to break stereotypes and be welcoming to anyone who wants to join. She wants to spread the word that not only women should clean the house because there are men who do it, too.

She also can’t help but recall an instance when an LGBTQIA+ couple shared the house they bought in Home Buddies. She wanted the community to celebrate the milestone and be mindful of their comments. Through this, they help educate others and be more open-minded.

 

 

 

 

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A post shared by Frances Lim Cabatuando | Home Buddies® (@itsmayorafrances)

From communities to advocacies

Mayora's communities have garnered trust from organizations, brands, and media, allowing her to use her platform for impactful initiatives, such as climate action awareness, support for small businesses, and extending help to those in need.

Home Buddies donated a year’s worth of rent to the Golden Gays, making sure they have a roof above their heads for a year. They also renovated a special education classroom in Pasay City North High School so the students have a space they can use.

In addition to these initiatives, Frances also provides a platform where small businesses can sell and promote their products and services—from coming up with pop-ups and events where they can shine.

Looking ahead to 2024, Mayora envisions Home Buddies expanding beyond Facebook, with the launch of the Home Buddies website offering articles, vlogs, budol finds, and practical calculators for home-related tasks.

Her success with Home Buddies and Hangout Buddies is not just about creating hype; it’s about fostering communities that make an impact on people’s lives.

The secret to their longevity lies in Mayora's ability to create spaces that evolve with the changing needs of their members, fostering inclusivity, and maintaining a genuine connection with the community.

At the end of the day, Mayora Frances champions authenticity—after all, the hearts of Home Buddies and Hangout Buddies lie in genuine connections and shared experiences. 

Through these virtual havens, she has not only created spaces for discussions on home improvement and travel but also platforms for positive change and inclusivity. —JCB, GMA Integrated News