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.  PSAR 2026 President-Elect Claudia Zake will facilitate the upcoming session, bringing her leadership and insight to the discussion.

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.

EVENT SPONSORS

Danielle Wolter

Sean Simon

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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.

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.

REALTORS® who understand probate and estate planning are positioned to help clients protect their assets and avoid lengthy legal processes. Knowledge of living trusts and wills further strengthens a REALTOR®’s credibility and value.

Attend the Probate Sales and Living Trusts class to learn about probate, living trusts, and wills. Acquiring the legal strategies will help clients safeguard their assets and streamline estate planning.

What information/insights will be delivered?

• Common pitfalls in estate planning and living trusts
• Understanding of the roles of trustees and signing authority 
• The probate process and how proper planning can help avoid it
• Benefits of trusts over a simple will
• Common and unforeseen pitfalls that can sabotage estate planning

Speaker Dawn Allenby is an expert in estate planning and asset protection.

Speaker:
Dawn Allenby is an experienced estate planning and asset protection attorney in San Diego. She specializes in creating comprehensive estate plans and asset protection strategies for individuals, families, and businesses. With nearly two decades of legal experience, Allenby helps clients prepare estate planning documents such as living trusts, wills, powers of attorney, and healthcare directives. She also serves as a consultant for real estate companies and is actively involved in educating groups on estate planning. Ms. Allenby holds a Juris Doctor from the University of San Diego School of Law. She is a member of prestigious legal associations, including the American Academy of Estate Planning Attorneys.

Lunch provided by event class sponsor:

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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.

Looking to streamline transactions and enhance efficiency? Whether you're a seasoned zipForms user or just getting started, this live online training is designed to help you work smarter and deliver top-tier service to your clients.

In just one hour, you can gain essential skills to simplify workflow, manage contracts confidently, and maximize the tools available through zipForms. 

Key class takeaways:

• Go Paperless & Simplify Signatures – Utilize zipForm's eSignature capabilities for seamless transactions.
• Create & Share Forms with Ease – Customize professional forms and securely collaborate with clients and agents.
• Save Time & Stay Organized – Set up reusable templates and automate transaction reminders.
• Expert Guidance – Receive direct answers to your zipForm questions from Leslie Boone.

This training session is offered FREE to our REALTOR® members!

Recording from March 13th, 2025 Zoom Class

About the speaker:

Leslie Boone
Throughout Leslie's professional career, she has worked in most areas of the Real Estate industry, including Real Estate, Escrow, and Mortgage Lending. In 2004, she became a Corporate Trainer for the title companies, and I knew she had found her true passion. She has been teaching software and device functionality to Real Estate agents for over 10 years. She is excited to be now working for the California Association of REALTORS® as a zipForm Trainer.

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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 and development of the Real Estate industry in San Diego County.