Williams Roth Group — Monthly Minute

Video production for the Williams Roth Group at Lee & Associates, North San Diego County: the Monthly Minute, made with us since the first episode in February 2022. More than twenty-five episodes in, not one of them has been a minute long.

The brief

Rusty Williams, Chris Roth and Jake Rubendall are principals at Lee & Associates in Carlsbad, SIOR all three, and serious people when it comes to commercial real estate. The Monthly Minute is where they get to be a little less serious about it: the market, the business and whatever the team wants to say that month, sent out by Lauren Hoover, the group’s client services coordinator and the reason it actually goes out.

We started with them in April 2021 on property videos, 1945 and 1947 Camino Vida Roble and then 3205 Lionshead, and that December put all three on camera for a team marketing video. Nobody ran. The first Monthly Minute followed in February 2022, a sensible year-end overview of 2021 and a look ahead at 2022. It did not stay sensible for long.

The back catalogue

• Market updates, for the months that call for a straight face
• A look at artificial intelligence in the office
• A guide to referring deals out of state, Texas edition
• A post-prospecting press conference, The PostClose Report, and a news desk or two
• Lose My Number, a cold-call reenactment
• A July 2026 episode with enough phone-throwing that the team asked for a disclaimer: no phones were harmed
• Holiday episodes for Thanksgiving and Christmas
• And the serious work between them: property videos for the group’s listings, among them 1945 and 1947 Camino Vida Roble, 3205 Lionshead and 1565 La Mirada Drive in San Marcos

How an episode gets made

Ideas come from both sides. We plan each one with the team, then shoot it with the brokers at the office in about two hours, one microphone passed down the line like a talk show. The cut goes back as a review link and comes back with the notes you would expect from a writers’ room: turn Chris up, one more take of the gag, add a line at the end.

Nearly five years in on a great a series that began as market commentary to camera now knows few boundaries. We would not have it any other way.