Felix E. DeHerrera

Felix E. DeHerrera


DeHerrera has over four decades experience as a real estate broker, mortgage banker and investor in markets throughout the United States. DeHerrera started his career in Denver, CO, as a salesman for U.S. Home Corporation, one of the largest national homebuilders in America at the time. From 1981 to 1984, DeHerrera ranked 6th nationally in new homes sold for the company.

In 1984, DeHerrera joined Re/Max and became nationally recognized for his sales production through his innovative guaranteed sale program assisting his existing clients and builder referrals move up to larger homes. In 1987, DeHerrera purchased his own Re/Max franchise in Arizona. Utilizing the guaranteed sale program, he helped Estes Homes increase their sales by over 15%. That recognition earned DeHerrera the title of Broker of the Year for Re/Max Arizona in 1988 and 1989. DeHerrera’s franchise also ranked 13th in the country and he was elected President of the Re/Max Arizona Broker Owner Counsel in 1990.

Due to the severe downturn in the Arizona real estate market 1991, DeHerrera moved to Las Vegas, NV, and after a few years re-established himself as a top real estate and mortgage professional in the state. From 1991 to 1994, DeHerrera served as President for Performance Marketing Associates, one of Nevada’s largest real estate marketing firms, where he was responsible for increasing the brand’s market share and training sales and administrative staff in 19 new home developments.

Seeing the rapid growth in Las Vegas, DeHerrera struck out on his own in mid-1994 and founded Realty Marketing Associates. He grew the business to generate more than $20 million in annual real estate sales while representing smaller new home builders and individual clients. During the latter part of the nineties, Las Vegas started experiencing over-building and DeHerrera became one of the first brokers representing financial giants like Bank of America, Wells Fargo, Fannie Mae, and Freddie Mac in the disposition of their Real Estate Owned (REO) properties.

In 2001, DeHerrera founded the very first nationwide chapter of the National Association of Hispanic Real Estate Professionals (NAHREP) and served as Director and then later as National President of the association, overseeing a membership of more than 15,000 realty industry professionals. Today, NAHREP has grown to more than 40,000 members, making it one of the largest professional associations in the United States.

In 2004, DeHerrera embarked on a joint venture between his firm, Realty Marketing Associates and First Preston Management, a Texas-based property management firm. DeHerrera served as President of the new joint venture, named Southwest Alliance of Asset Managers (SWA), overseeing $250 million in revenues and nearly $2 billion in assets during his six-year tenure. SWA was the first Hispanic-owned management and marketing contractor for the Department of Housing and Urban Development (HUD) eventually managing and marketing over 50,000+ properties in Texas and New Mexico.

Most recently, DeHerrera served as Chairman for Alterra Home Loans, the company he helped start at the height of the financial crisis and in which he had a personal investment of over 3 million dollars. Alterra Home Loans has grown to be one of the fast growing Hispanic-owned mortgage firms in the nation. Prior to selling his interest to a private equity fund in 2018, Alterra funded more than $5 billion in home mortgages primarily to Hispanic borrowers.

DeHerrera is a Rotary International member; a John Maxwell Team certified speaker and trainer; and has served as advisor to several major industry task forces including Freddie Mac’s Affordable Housing Finance Counsel and Bank of America’s Housing Investment Advisory Counsel. DeHerrera is also a regular public speaker, having spoken at several NAHREP conferences, Re/Max international conventions, and other local and national events. In 2009, DeHerrera was recognized by Hispanic Magazine as a finalist for Entrepreneur of the Year.

DeHerrera lives in Florida with his wife Dianne and his children, Brandon and Kayla. He is also an active community member, personally awarding over $150,000 in scholarships for Hispanic students and serving as a mentor to young entrepreneurs. He holds a Bachelor of Science in Business Administration from the University of Colorado.