Hispanic Realtors® Transform the Homebuying and Selling Process

In honor of National Hispanic Heritage Month, which runs from Sept. 15 through Oct. 15, PAR recognizes two Hispanic Realtors® who help their communities by guiding buyers and sellers through the real estate process with clarity. 

Ernesto Salgado, Reading-Berks Association of Realtors® 

“I became a Realtor® because I had a bad experience when I bought my house,” recalls Ernesto Salgado, a member of the Reading-Berks Association of Realtors®. “I felt educating myself would allow me the opportunity to better help new homebuyers and sellers with the real estate transactional process that I felt I didn’t receive. Being able to assist a new or veteran homebuyer in the confusing and stressful process to purchase a home and receive a heartfelt appreciation pushes me to continue doing what I do and grow further into my business.” 

Salgado has been a Realtor® for eight years. He’s served on RBAR’s Outreach Committee since 2023 and Commercial and Industrial Council since 2024. He’s also a current board member of Hamburg’s Our Town Foundation. 

“Real estate has transformed my life in ways I never imagined,” he says. “It gave me purpose, direction and the chance to build something meaningful – not just for myself, but for others, too. Every home sold isn’t just a transaction to me. It’s a relationship built on trust and resilience.” 

“I’ve built lasting relationships, learned from diverse stories and found joy in helping others find their place in the world,” says Ernie Salgado, a Realtor® for eight years. “Real estate didn’t just change my life – it gave it a deeper meaning.”

“Being a part of that journey fills me with pride and gratitude. Most importantly, real estate has connected me with people. I’ve built lasting relationships, learned from diverse stories and found joy in helping others find their place in the world. Real estate didn’t just change my life – it gave it a deeper meaning.” 

As a member of the Hispanic community, Salgado believes it’s important to see representation in the real estate industry. 

“There’s a powerful opportunity to uplift the Hispanic community through education and access in real estate,” he notes. “Many families grow up believing homeownership is out of reach. Something reserved for the wealthy. By educating our community about the homebuying process, financial literacy and available resources, we empower people to dream bigger and take real steps toward owning a home.” 

Frida Ayala, Realtors® Association of Metropolitan Pittsburgh 

Similar to Salgado, Frida Ayala, a Realtor® for six years and a member of the Realtors® Association of Metropolitan Pittsburgh, started her career in real estate after realizing she could make the process better for others. 

“When I first moved to Pittsburgh 19 years ago, I had such a negative experience with my own real estate agent,” she says. “I remember telling myself, ‘If I ever get into real estate, I will never treat people this way.’ That moment stuck with me. Today, as a Realtor®, I make it my mission to keep things real, honest and stress-free for my clients. I want them to know I always have their back – 100% guaranteed.” 

“Real estate has been truly life-changing. It gave me the chance to build a career around helping people, which is what I love most. It’s also given me the flexibility to support my three kids while still being present for them.” 

“Beyond that, it’s opened the door to meeting incredible people and being part of some of the happiest chapters in their lives,” Ayala adds. “There’s nothing better than handing over the keys and seeing those smiles.” 

“It’s important that my community sees someone who looks like them, speaks like them and understands them in this industry. Homeownership is possible, and I want them to know they’re not alone in the journey,” says Frida Ayala, a Realtor® for six years.

“Representation is everything,” she says. “Many Hispanic families are buying their first homes, often in a process that can feel intimidating – especially when English isn’t their first language. Being able to guide them in Spanish, explain each step clearly and understand their culture builds trust and confidence. It’s important that my community sees someone who looks like them, speaks like them and understands them in this industry. Homeownership is possible, and I want them to know they’re not alone in the journey.”