PERSONNEL FILE . . . Claude M. Ballard, a partner of Goldman, Sachs & Co., has been named president of the Urban Land Institute for the coming year. ULI is a nonprofit organization whose members include land developers, builders, architects, city planners, investors, planning and renewal agencies, financial institutions and others interested in land use. The institute serves as a source of information on urban planning, growth and development. Ballard, a former senior vice president of Prudential Insurance Co., joined Goldman, Sachs in 1981 . . . Pat Collins, staff vice president of political affairs of the National Association of Home Builders, has been nominated to be under secretary of Energy. Collins, who has been with NAHB since 1979, served on President Reagan's transition team . . . The Federal Home Loan Mortgage Corp. has appointed F. Michael Salb regional vice president for its Northeast office . . . Ellen Murray, vice president of B. F. Saul Co., has been elected 1983-84 president of the Condominium Developers Association. Albert Schneider, vice president of Canterbury Square, will be vice president, and Ray Smith, president of Sequoia Building Corp., will be secretary-treasurer . . . Rufus S. Lusk & Son Inc. has announced several appointments: Beatrice E. Tapia to be vice president for data processing, Glenn C. H. Andrews to be accounting department manager, and Mehdi Mehran-Nejad to be systems manager . . . Diane Cox Basheer has been named director of marketing for Stanley Martin Communities Inc. . . . Andrew L. Teff has been promoted from senior vice president to executive vice president and general counsel at Gulledge Corp., a Fall Church-based firm that specializes in acquisition, management and syndication of multifamily housing.

IN THE BUSINESS . . . Washington area housing sales declined 10 percent from April to May, according to Housing Data Reports, but remained above the 3,000 mark, which is still relatively healthy. HDR notes that the May figure was 38 percent better than May of 1982 . . . George Hyman Construction Co. has started work on the $40 million office and retail complex in Bethesda that will serve as headquarters for Hyman's parent firm, Clark Enterprises Inc. The 530,000-square-foot building, at the intersection of Old Georgetown Road and Wisconsin Avenue, will feature a helicopter pad on the roof and a private health facility with swimming pool at the penthouse level. Completion is scheduled for next summer. Development is by the Oliver T. Carr Co. . . . Planning Research Corp. of McLean has signed a new three-year, $976,000 contract to provide multiple-listing services for the Washington Board of Realtors . . . Prudential Insurance Co. of America has begun construction of a 147,500-square-foot office building in Research Office Center, a 20-acre complex between I-270 and Research Boulevard. Scheduled for occupancy next spring, the seven-story building is the first of three planned for the site for a total of 450,000 square feet.

ON THE MOVE . . . International Business Machines Corp., in its third major office lease in the past month, has taken 82,355 square feet in Building One at Shady Grove Executive Center in Rockville. The space is for IBM's new Academic Information Services group and for units of its national accounts division. The lease was negotiated by Spaulding & Slye . . . Ivor B. Clark Co. Inc. has completed a $30 million financing package for Swesnick Development Corp.'s new office building at 1233 20th St. NW. The Red Lion Building, scheduled for completion next summer, will have 155,000 square feet of office and retail space . . . The Bedford Building at 6500 Rock Spring Dr., Bethesda, is now leased up, according to John F. Donohoe & Sons Inc., its leasing agent. The newest tenants are Community Savings and Loan, which took 12,500 square feet, Sytek Inc., which took 3,400, and Storage Technology, which took 2,800.