Williams Roth Group
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The Williams Group is a commercial real estate brokerage team under the Lee & Associates platform.
How do we actually plan out a successful year as a team?
We talked about that on the podcast, and it works like a funnel.
At the end of each year, we get together and set our top 10 goals for the year ahead. Those goals shift depending on what worked and what didn't the year before, but they typically include cold calling benchmarks and income thresholds we want to hit. Jake keeps his goals posted at his desk as a daily reminder.
From there, we break those annual goals into monthly sub-goals, then break those down further into weekly goals. That structure keeps everyone accountable to the smaller actions that add up to the bigger targets by year end.
Watch the full clip at the link here: https://youtu.be/sLxDxmJvbd4?si=qY-UUso8onF6oEru
📞 Chris Roth, SIOR | (760) 448-2448
📞 Rusty Williams, SIOR | (760) 448-2453
📞 Jake Rubendall, SIOR | (760) 448-1369
🌐 williamsrothgroup.com
09/14/2026
For Sale or Lease | 29,527 to 76,769 SF Corporate Headquarters Opportunity | Vista, CA
970 Park Center Drive is going through major renovations right now, and space is available.
The building offers 29,527 to 76,769 SF with flexible suite configurations, so a user can take a portion or the whole thing. It has 26' clear height, 1,600a / 277-480v 3-phase power, seven grade level doors, two dock high doors, solar, full sprinklers, and 162 parking spaces. Zoning is SP-VBP.
Space is available immediately.
Asking Rate: $1.25/SF NNN ($0.39/SF NNNs)
Sale Price: Contact Broker for Pricing
09/11/2026
For Sale | 17,280 SF Industrial Owner User Opportunity | San Marcos, CA
1370 Armorlite Drive is a freestanding industrial building sitting on approximately 0.84 acres. It has 2,000 SF of office, 12 grade level doors, 15' to 16' clear height, 800a power, and full sprinklers, plus room for a fenced yard. Twelve grade level doors on a building this size is not something you see often in North County.
Occupancy is available October 1, 2026.
Asking Price: $4,579,000 ($265/SF)
09/09/2026
BTS!
Behind the scenes with Andrew Kenny for our latest Monthly Minute. We think you're gonna like this one!
Honestly, not a bad way to start your day.
09/09/2026
The last 10 large industrial sales in San Diego County totaled $197.1 million.
Excluding the IOS land sale in San Marcos, the nine building sales covered 719,736 square feet at a blended $272.75 PSF, with a median of $257.39.
The spread across those comps:
410, 414, 416 N Hale Avenue, Escondido: 59,757 SF at $192.45 PSF
6212 Corte Del Abeto, Carlsbad: 70,224 SF at $227.84 PSF
2081 Faraday Avenue, Carlsbad: 157,973 SF at $284.86 PSF
901 Bay Marina Drive, National City: 91,541 SF at $338.65 PSF
2555 & 2591 Faivre Street, Chula Vista: 61,500 SF at $341.87 PSF
Five of the 10 closed since July 1, accounting for $131.4 million in volume over roughly six weeks.
All 10 comps with sizes, prices, and close dates are in the August 2026 Large Industrial Report at williamsrothgroup.com.
How did the Monthly Minute videos actually get started?
Jake asked us that on the podcast, and the story goes back further than most people would guess.
Early on, our marketing looked like everyone else's. We knew that making calls only gets you so far, so we focused on staying in front of people consistently, with material worth reading rather than filler. Market reports, absorption data, updates on nearby sales, real information brokers and owners could use.
Chris and Rusty used to come into the office before the day started and sketch out the marketing pieces we wanted to send. Some of what we built then, the quarterly reports, the mid-year reports, the availability updates, is still part of what goes out today. We send at least two pieces a week, and the goal has always been quality people actually find useful.
The Monthly Minute came from something simpler. We saw a funny video somewhere, thought it looked fun, and decided to try it ourselves. We'd film a serious market update and a lighter video about common broker mistakes, and send both out. The market content did fine, but the funny ones got four times the engagement. About six years ago, we made the call to drop the straight market videos and lean into the humor, since people connected with it and it gave them something to laugh at during the day.
At the core, we're just trying to stay top of mind for when someone needs help with industrial real estate. Coming up with good ideas consistently is harder than it looks. Jake still hasn't lived down the turkey suit video from early in his career.
Watch the full clip at the link here: https://youtu.be/sLxDxmJvbd4?si=qY-UUso8onF6oEru
📞 Chris Roth, SIOR | (760) 448-2448
📞 Rusty Williams, SIOR | (760) 448-2453
📞 Jake Rubendall, SIOR | (760) 448-1369
🌐 williamsrothgroup.com
Reputation in this business comes down to longevity and consistency.
Rusty Williams has spent his entire career at Lee & Associates. That continuity matters, and so does the team around it. Twelve hour days are common, and working alongside people you like changes what you can sustain over a career.
The same holds for marketing. The approach has stayed consistent for years, applied steadily.
A reputation takes years to build and very little time to damage.
Watch the full clip at the link here: https://youtu.be/sLxDxmJvbd4?si=qY-UUso8onF6oEru
📞 Chris Roth, SIOR | (760) 448-2448
📞 Rusty Williams, SIOR | (760) 448-2453
📞 Jake Rubendall, SIOR | (760) 448-1369
🌐 williamsrothgroup.com
09/02/2026
JUST SOLD | $2,195,000 | Santa Ana, CA
Williams Roth Group is pleased to share the successful sale of 3512 W Lake Center Drive, Suite B in Santa Ana for $2,195,000.
Our team represented the buyer in the purchase of the 4,923 SF industrial building. The property features approximately 1,500 SF of office, 18’ warehouse ceilings, a grade-level loading door, and 400 amps of power. The buyer plans to occupy the property as his company’s new headquarters.
It was a pleasure working alongside our colleagues Dale Camera, Jason Helmick, Zach Schwaner, and Dylan Davey out of Lee & Associates Irvine on this transaction and helping make it a smooth closing for all parties involved.
Congratulations to all parties!
What makes a team stay together for the long haul in this business?
We got a chance to talk about that on the podcast, and for us, it comes down to the people at Lee & Associates.
Working with this firm has been one of the best parts of our careers. There's a real family dynamic here, and it shows in how few people actually leave once they join.
Some of our closest friends are guys who have been with the firm since the beginning. Building something over that many years, and helping people through major decisions in their lives, is meaningful work, and it's genuinely enjoyable most days.
This business always brings something new. What makes our team effective is combining different perspectives and trusting each other enough to work through whatever comes up.
Some days are easier than others, but having that trust makes the harder days manageable too.
Watch the full clip at the link here: https://youtu.be/sLxDxmJvbd4?si=qY-UUso8onF6oEru
📞 Chris Roth, SIOR | (760) 448-2448
📞 Rusty Williams, SIOR | (760) 448-2453
📞 Jake Rubendall, SIOR | (760) 448-1369
🌐 williamsrothgroup.com
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1902 Wright Place, Ste 180
Carlsbad, CA
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