An executive of the Romero family-led Primehomes Real Estate Development, Inc. has been named National President of the National Real Estate Association (NREA), as the group reiterated its commitment to strengthening the organization and supporting the Philippine housing industry.

Ma. Loren Sales, President & CEO of Primehomes, was elected National President following a recent election, while NREA consultant Imelda Magtoto was chosen as Chairlady-elect of the Board of Trustees, as announced by Vice Chairman-elect and outgoing president, Atty. Amador Z. Tolentino, Jr.

The full roster of newly elected officers includes: Executive Vice President Jovi Francis W. Tupaz; Vice President, Internal Affairs Lourdes Bernadette Carlos; Vice President, External Affairs Cheryl Sanguyo; Vice President, Chapter Affairs Zenaida Fruto; Secretary General Emelina V. Pulido; National Treasurer Nicole Choa; National Auditor Ma. Johanna Agudo; and Public Relations Officer Josephine Cortez.

Meanwhile, the elected Trustees are: Chairman of Education and Information Rodolfo Leonen; Training Director David A. Lubong; Architect Brian John Mangio; and Jeffrey Bongat.

The newly elected officers and Board of Trustees will hold their Strategic Planning Session and Board Meeting in January 2026, a key gathering meant to finalize NREA’s programs and projects for the coming year in alignment with its core mandates and industry priorities.

Sales said NREA will focus on strengthening nationwide membership; taking an active role in policy-making decisions that involve key shelter agencies and the broader housing sector; and reinforcing NREA’s position as a vital partner of the industry to ensure that “the voice of our members is heard and effectively utilized to help the sector.”

NREA, along with other real estate groups, had committed to deliver part of the 250,000 housing units pledged by private developers in support of the government’s Pambansang Pabahay Para sa Pilipino Program (4PH), launched in September 2022.

“The NREA plays an important role in the development and stability of the Philippine housing industry. As one of the leading real estate organizations in the Philippines, it serves as a critical bridge between the private sector, government agencies (like the DHSUD, Pag-IBIG Fund, NHA, NHMFC, SHFC, among others), and the home-buying public,” she said.

Board Chair Magtoto, for her part, emphasized NREA’s major contributions to the sector, including lobbying for legislation and regulatory reforms that support affordable, accessible, and sustainable housing for all Filipinos, from socialized housing to upscale developments.

“Through its education and training programs, NREA is dedicated to elevating the professional standards, ethical conduct, and expertise of its members, thereby improving the quality of service provided to the public. By focusing on these areas, NREA ensures it remains a powerful force driving the growth, resilience, and integrity of the country's real estate and housing sector,” Magtoto said.