Top REALTORS® Reveal Their Lead Generation Secrets!

Curious how San Diego’s top-performing agents generate and convert so many leads? This PSAR exclusive event features David Fletes, Sarah Heck, and Melissa Sofia, all highly successful REALTORS® who will divulge their winning tactics.

Get answers to game-changing questions like:

• What are the must-know lead generation strategies for today’s market?
• How to qualify and follow up with leads more effectively?
• What habits separate top agents from the also-rans?

Seats will fill up fast, so register now!

Meet the Panel

Melissa Sofia is a powerhouse real estate broker, proud Filipino American, and founder of The Avenue Home Collective in San Diego. Her team consistently ranks in Realtrends’ Top 1.5% in the U.S., selling over $250 million in homes annually. Recently named San Diego's Real Producers Broker of the Year, Melissa is a dynamic speaker at national conferences such as Inman Connect and FUBCON. She is also an advocate for the AAPI community, serving as the 2022 President of the Asian Real Estate Association of America San Diego and AREAA National Policy Committee Chair for 2026. As a dedicated mother of four, Melissa inspires others by proving that success in real estate and family life is limitless.

Sarah Heck is a seasoned REALTOR® with more than 20 years of experience in the San Diego County real estate market. She is a former Chair of Your Professionals Network (YPN) and a Past President of PSAR. Sarah is known for her integrity, market knowledge, and commitment to client success. She specializes in guiding clients through changing market conditions while delivering service tailored to their goals. Active in the community, she supports housing advocacy and homelessness prevention efforts. Her dedication to professionalism and transparency has earned her a loyal base of clients and consistent referrals.

David Fletes is a top-performing REALTOR® with over 17 years of experience in the San Diego real estate market. Since earning his license in 2007, he has consistently ranked in the top 1% of REALTORS® in the region. As founder of the David Fletes Team, he is known for delivering exceptional service and creating a “wow” experience for clients. David is a creative marketer who consistently develops new strategies to generate business and stay ahead in a competitive market. He currently serves as Chair of PSAR’s South Government Affairs Committee and is a C.A.R. Key Contact for Assemblymember David Alvarez. A frequent speaker at industry events, David is recognized for his commitment to excellence and leadership in the real estate community.

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PSAR's mission is to empower real estate professionals.

Since 1928, the Pacific Southwest Association of REALTORS® has played a significant role in shaping the history, growth & development of the Real Estate industry in San Diego County.

Get to know the speaker:
Hector Castillo is the home Program Manager for the Urban League of San Diego County, a Non-Profit Organization in the USA, since 1907.  The Urban League has been in San Diego since 1953.  The Urban League of San Diego County is one of more than 90 affiliates of the National Urban League nationwide. 

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PSAR's mission is to empower real estate professionals.

Since 1928, the Pacific Southwest Association of REALTORS® has played a significant role in shaping the history, growth & development of the Real Estate industry in San Diego County.

Help first-time home buyers realize their dream!

Working with first-time buyers who need down payment solutions? Multiple affordable housing program options can be leveraged. 

Natasha Dowdy, Program Analyst at CalHFA, will provide guidance and information on  how to make homeownership more accessible.

Key Topics:

• MyHome Assistance Program: Deferred junior loans for down payments and closing costs on FHA and Conventional Loans.
• CalPLUS Access Program: A first mortgage paired with mandatory down payment and closing cost assistance for buyers with limited upfront funds.
• New Program Benefits: Lower rates and more options.

 

Thursday, April 10th
11:00 AM to 12:00 PM
Live Zoom Webinar

For over 45 years, the California Housing Finance Agency (CalHFA) has been a trusted partner in supporting low- and moderate-income homebuyers and renters. As a self-supported state agency, CalHFA provides financing and programs focused on increasing equity and access to affordable housing.

Meet the speaker:

Class sponsored by:

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PSAR's mission is to empower real estate professionals.

Since 1928, the Pacific Southwest Association of REALTORS® has played a significant role in shaping the history, growth & development of the Real Estate industry in San Diego County.

Expert-Led Educational Sessions
Networking
Exhibitor displays featuring tools and resources 
A chance to win multiple prizes!

Special $ 15.00 Discount for PSAR Members!

Use promo code PSAR@EXPO for $15.00 off your registration.

PROFESSIONAL PANEL

State of the Apartment Industry Joshua Ohl, CoStar Group	Legislative Update Molly Kirkland, SCRHA
Shopping and Improving Your Properties Lindsay Martinez, Tourus	Shopping and Improving Your Properties Ronald Harrington, 29th Street Living

KEYNOTE SPEAKER

Leveraging AI in Property Management Kent Langley

Contact Information: Website: www.socalrha.org | Phone: 858.278.8070

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PSAR's Mission is to empower Real Estate Professionals.

Don’t be fooled this April 1st - join your real estate colleagues for TACOS and a clear breakdown of the local housing market by Jordan Levine.

Questions?  Contact education@psar.org or call (619) 421-7811.

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Tell your clients To Bring their Shredding & ELECTRONIC Recycling to PSAR for FREE!

Get rid of those old electronics and shred those documents

Wednesday | April 23rd, 2025

11:00 AM to 2:00 PM

FREE and open to PSAR members and their clients

Bring your shredding and electronic recycling to:
PSAR South Center Parking Lot
880 Canarios Court, Chula Vista 91910

ACCEPTED SHREDDING - 10 FILE/LEDGER BOXES MAXIMUM
(per company or business)*

All Paper • File Folders • Hanging Files • Checkbooks • Magazines • Notepads • Envelopes

*For larger shredding needs, ProShred will offer a discount rate at the Convoy location on the event day.
Arrangements must be made in advance. There will be no exceptions at the event.

ACCEPTED ELECTRONICS

Thank you to our April Shredding Sponsors

Bob Hillard

Stephanie Nogalez	Marco Calderon	Danielle Wolter
Raul de la Vega	Mona Cimental	Raymundo Gill

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PSAR's mission is to empower real estate professionals.

Since 1928, the Pacific Southwest Association of REALTORS® has played a significant role in shaping the history, growth & development of the Real Estate industry in San Diego County.

• Enhance your ability to address client questions with confidence and authority
• Enable the creation of compelling marketing materials
• Expand your new business opportunities
• Help differentiate yourself from competitors
• Drive research efficiency and report generation

Jason Lopez is a second-generation real estate professional and licensed broker in California and Washington. Jason has one goal: To serve his clients and agents at the highest level possible so they can meet their goals. Over the past three decades, Jason has built two independent real estate companies with a national footprint. Jason is proud to serve his industry and was the 2023 President of the Pacific Southwest Association of REALTORS®, and is a Director with the CA Association of Realtors. In 2024, Jason will serve as Vice Chair of the Broker Idea Exchange Forum at CAR.

Jason is also a real estate business coach and is currently helping top agents and agent teams around the country grow and be more successful. He helps change the playing field by offering real estate coaching programs created to enhance business performance and significantly increase profitability.

PSAR's mission is to empower real estate professionals.

Since 1928, the Pacific Southwest Association of REALTORS® has played a significant role in shaping the history, growth, and development of the Real Estate industry in San Diego County. Workshops are open to all REALTORS® and Affiliated Members. This event is free of charge.

Thinking about investing and/or retiring in a dream destination? Seasoned real estate brokers Enrique D'Oleire and Raquel Fernandez are conducting an exclusive session on navigating retirement and property investment in Mexico, Spain, Barbados, and Brazil!

Discover insider strategies to help clients - and yourself - make informed decisions about international real estate. Learn about legal considerations, lifestyle perks, and hidden gems in these breathtaking locations. Whether you or your client are seeking a beachfront villa in Mexico, a charming home in Spain, a tropical escape in Barbados, or vibrant city life in Brazil, this event will equip you with the expertise to be a trusted expert in international retirement planning.

Key takeaways include:

• Guiding clients through the decision-making process of retiring abroad
• Identifying the perfect retirement location based on individual financial resources and preferences
• How to create revenue streams and help clients realize a fulfilling global retirement
  

PAELLA WILL BE SERVED

ANNUAL SPONSOR:

Meet the Speaker:

Enrique d'Oleire, originally from Mexico City and a San Diego resident since 1987, is a bilingual real estate professional with a diploma in international business from Coldwell Banker International University. As CEO of Garden of Eden, Inc. and Enrique d'Oleire Investment Group L.L.C., he specializes in cross-border property investments in San Diego and Tijuana. With established relationships with international banks and memberships in the San Diego and Tijuana Chambers of Commerce, he has built a robust international real estate network spanning 65 countries.

Raquel Fernandez brings a diverse background to her real estate career, prioritizing client interests through attentive listening and dependable service. Born in Spain with a computer programming degree and banking experience, she moved to the US in 1996, working in airline customer service before entering real estate in 2003. Her experiences include mortgage processing, condo conversion projects, and land development. After relocating to San Diego in 2011, she became a regional radio expert on real estate and achieved top agent status in 2018 for list price accuracy and sales speed. With over 17 years of experience, she joined a prestigious Coronado firm in 2019 as their only Spanish-speaking agent, bringing her expertise to luxury beachfront properties and vacation rentals.

Brought to you by: 
 

Be ready to bounce to the beat at Novo Brazil Brewery in Mission Valley as PSAR's YPN presents the ultimate Hip Hop Bingo experience you will definitely want to enjoy!

Feel the energy as a range of tracks from the Beastie Boys to Usher pump out of the speakers while you mark those bingo cards and share the vibe with fellow music lovers. Come thirsty for craft brews, hungry for victory, and ready to shout "BINGO!" as your favorite hip-hop anthems take you on a journey from the '80s to today's chart-toppers!

Admission with 4 bingo boards and 1 drink ticket. Dinner will be provided.

How it works:  A live DJ will be spinning hip-hop tunes throughout the night. Each bingo square on your sheet corresponds to a song title. Mark your card when you hear the DJ play a title on your card, and get ready to win fantastic bingo prizes!

 Questions?  Contact ypn@psar.org or call (619) 421-7811. 

Event Sponsor

Staying updated on forms isn't just good practice—it's essential to your business. This refresher will leave attendees confident in using the most current versions in their transactions.

The NAR settlement agreement and determinations by the Department of Justice have driven changes in how REALTORS® conduct their business and the language utilized in their business forms. REALTORS® need to take the initiative to get updated on the forms that underpin real estate transactions! 

Why This Review Matters:   Knowing real estate business forms is essential to a smooth transaction.  Mike will be reviewing both the Residential Buyer and Listing contracts.

Lunch provided by:

Testimonials from Mike's Past Classes:

 "This was the first time I heard this speaker. He was very knowledgeable on the subject and provided valuable insights on how agents can improve in the future. As a broker, I appreciated hearing these suggestions. It was an excellent learning tool, and I valued his teaching style, which kept us informed throughout the entire class"
- Mayra Swanson, Chula Vista Broker

"Mike is a very engaging and informative personality who makes the class interesting" 
- Gio Alegrado, San Diego Agent

"Mike is straight to the point, keeps it moving, keeps it interesting, time does go by quickly and yet I feel as though I learned and reinforced my understanding of the new rules. GREAT TEACHER."

About the Instructor:

A Southern California native, Mike Shenkman boasts a distinguished career spanning over two decades in the real estate industry. His extensive experience includes roles in training, development, and management in some of Southern California's leading real estate firms. Beyond his expertise in sales and management, Mike's background encompasses affordable housing, community development, property management, redevelopment, and mortgage finance.

Mike is actively involved in the San Diego real estate community and frequently instructs agents at various career stages. He co-hosted the “First Home California” podcast for the California Department of Real Estate (DRE) in 2023, serves as a transportation policy liaison for the California chapter of the American Planning Association (APACA), and has contributed to real estate legislative policy for both the city & county of San Diego and the state of California. His professional designations include Accredited Buyer Representative (ABR), Short Sale & Foreclosure Resource (SFR), Property Management Certification (PMC), Certified International Property Specialist (CIPS), and Military Relocation Professional (MRP).

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The information provided in this training session is intended for educational purposes only. The Pacific Southwest Association of REALTORS® (PSAR) does not guarantee the accuracy or completeness of any information presented. The instructors are not providing legal advice, and attendees should consult their brokers, attorneys, or the California Association of REALTORS® Legal Hotline for legal guidance. PSAR is not responsible for any actions taken based on the information provided in this session. Attendance at this session does not create a broker-client relationship.