Home : California : San Diego County : La Mesa : Russel Ray, San Diego Marketing & Business Consultant

Name: Russel Ray, San Diego Marketing & Business Consultant
Company: Russel Ray
E-mail: Contact Russel Ray, San Diego Marketing & Business Consultant (Russel Ray)
Website: http://www.marketing-and-business.com
Office Phone: (619) 341-0173
Cell Phone: (619) 341-0173
Alt. Phone: (619) 892-5701
Address: 7000-31 Saranac Street, La Mesa, CA, 91941-3315
Description: I work specifically with small businesses and the self-employed in real estate-related industries (Realtors, home inspectors, etc). Speciality is Guerrilla Marketing during start-up and growth phases.

About Us:

DON'T BE A MARKETING EXPERIMENT!
Call Russel Ray to save your day!
Available 24/7

Personal history

I was born in Kingsville, Texas, in March 1955, and raised there and in northern Utah (Logan and Brigham City). I graduated from Texas A&M University in December 1978 (Class of '77—Gig 'em, Aggies!) and lived in Houston for five years, working in real estate, as a telecommunications director for an export company, and as a property investor/renovator/flipper. Other vocations in Texas from 1973 to 1993 included pool and spa construction, roofing contractor, heaving and cooling technician, landscaper, antique restoration, and word processing/desktop publishing. My friends called me the "Five Year Man" because after five years working in any one industry, I'm always looking for something else to do or someone else to help create their businesses.

When I was two, I started playing the piano, took up the violin when I was in first grade, and took up voice when I was in second grade. I still play around on the piano and occasionally sing with community groups, having been a member of the San Francisco Gay Men's Chorus (the world's larges gay male choral group) and the Gay Men's Chorus of San Diego. Reading, research, and typing came naturally to me, and I continue to read, learn, and teach others.

After moving to San Diego in April 1993 and sitting out on San Diego's beaches for 11 months, I re-entered the work force and took a consulting job in the wireless telecommunications industry (cell phones! ugh!) that took me to Detroit, Philadelphia, Tampa, San Franciso, and many other cities), although my home base remained San Diego—I just couldn't convince myself to move permanently out of such nice weather and beaches.

I currently live in La Mesa, California, a suburb of San Diego, and provide most of my marketing and business services via the Internet, although I do have several local Clients. With the world rapidly becoming a global economy, there's no reason why creativity in thinking outside the box and being different can't work just about anywhere. I live with my partner of 14 years, himself a Realtor with Century 21, and our domestic short hair ginger tabby animal shelter adoptee, Zoey. I attribute my succes in life to my wise old grandmother who adopted me when I was just shy of 11 and she was 55.

Marketing and Business

Most people start their own businesses because they become frustrated with the company they have been working for. Unfortunately, unless they were in business management or marketing, many skill sets don't readily translate into business management or marketing prowess, and many people find the ins and outs of business management and marketing to be somewhat boring. Perhaps that's why it requires a certain type of person to get a business up and running, and that's what I specialize in doing. If you're newly self-employed, or you're in charge of a new department at an otherwise large company, I can help you get started to make sure that your new company or your new department make it through the start-up phase and into sustainability and profitability.

Availability

I answer my phones 24 hours a day, 7 days a week, with only five exceptions:

I'm already on the phone with a Client or meeting with a Client (I'll give you the same respect when I'm with you),
I'm out in the boondocks where where cell phone service is poor
I'm in an area where I can't reach my phone,
my mouth is full of food and I can't swallow fast enough to answer the phone in time, or
I'm in the smallest room of the house, and I'm sorry, but I'm just not going to answer the phone there. You'll have to wait.

Feel free to contact me if you have a question about something related to marketing and business for the self-employed and small businesses. Although I do answer the phone at all hours, the best way to reach me is by email at russel@marketing-and-business.com. Leave a phone number, and if your question demands more than an email reply, I'll be happy to call you, on my dime.

If you have a simple question, I can answer it over the phone or by email at no charge to you. I'll even call you on my dime if you're an ActiveRain member. Just let me know when to call, and as noted previously, I'm available 24/7, so your convenience.

I do provide various discounts to military, "family" members (you know who you are!), public service professionals such as fire fighters and police, and repeat Clients.

Happy marketing for your happy business!

If you need a home inspector anywhere in Southern California's ten counties, I operate a full-time business in that area of real estate as well. Feel free to visit my Home Inspection profile here at ActiveRain at http://activerain.com/russel.

Areas of Expertise

Guerrilla Marketing

I specialize in Guerrilla Marketing, particularly as it applies to small businesses; the self-employed; small, autonomous departments of otherwise large corporations; and charitable and similar organizations that need volunteer help. My love of Guerrilla Marketing was instilled in me back in 1984 when a friend gave me a newly published book titled "Guerrilla Marketing," by Jay Conrad Levinson, now widely recognized as the Father of Guerrilla Marketing. At the time, I was having problems with my own business, something that I had never gone through before, but it was a new business in a new city. While I was waiting for customers to walk in the door, I was reading "Guerrilla Marketing." The rest, as they say, is history.

Guerrilla Marketing simply requires ingenuity, creativity, time, and energy in order to differentiate one from one's competition. I'm a member of the Guerrilla Marketing web site and have read all of Levinson's books and keep them in my extensive library for ready reference. You don't have to have the marketing budget of Wal-Mart or IBM in order to create your own niche in whatever business you happen to be in.

I've been a fan ever since, having used Guerrilla Marketing to bring success not to only my own businesses—including pool/spa construction, heating and cooling, home inspections, landscaping, word processing, and several others—but also to many charitable, non-profit, community, church, and volunteer organizations (Houston Symphony, Red Cross, Muscular Dystrophy, Special Olympics, Alpha Phi Omega National Service Fraternity, San Franciso Gay Men's Chorus, and Gay Men's Chorus of San Diego), as well as to my Client's businesses. Feel free to contact me for a complete list, references, and a curriculum vita. In the true vein of Guerrilla Marketing, I provide a lot of free advice concerning marketing and business, and that's my purpose here at ActiveRain. Some would argue that "you get what you pay for," but I would submit that the proof is in the pudding—see the testimonials below.

Helping people help themselves

I particularly enjoy helping people think outside of the proverbial box, to do what their competitors are not doing, to differentiate themselves in order to create at least a niche market that can provide for them a healthy annual income. I have found that a great business plan with great marketing can not only create a profitable niche market, but persistently and consistent work can even create niche environments and niche economies that can insulate me from any doom and gloom going on around me, especially if it's doom and gloom over which I have no control.

My specialties within marketing are in areas pertaining to real estate and volunteer/charitable/non-profit organizations that need help but can't always afford to pay for it.

I do speak at special seminars and events, but rarely because it usually requires me to travel away from San Diego, the city I love. My most recent speaking engagements were at the National Convention of the International Association of Certified Home Inspectors, held in May 2007 in Toronto; and a local chapter NACHI meeting in June 2007 in Flint, Michigan.

If you need to think outside the box to get a leg up on your competition, feel free to contact me. You can also get lots of tips, tricks, ideas, and suggestions by reading through, and subscribing to, my ActiveRain blog.

I also work as a full-time home inspector throughout Southern California's ten counties: Imperial, Kern, Los Angeles, Orange, Riverside, San Bernardino, San Diego, San Luis Obispo, Santa Barbara, and Ventura. Please check out my ActiveRain home inspector profile and my home inspector web site.

Testimonials

Just wanted to thank you for all your help. I used your Kittycat marketing strategy a couple of days ago and already booked an inspection from it. It cost $5. LOL! I put a little spin on it though. The web address I put on it didn't reveal that I was a home inspector and when typed in it brings up my $25 coupon pdf with my main website slapped on huge at the bottom! Thanks again for all the ideas. Keep em' comin'. Also, I picked up Guerilla Marketing for the home based business. Awesome! I've been eyeing the 100 free marketing tips too! Thanks for that recommendation.
Kevin Pierce; Cascade Home Inspections; Orting, Washington
Thank you for the inspiration to think outside the box. I just used video at an inspection. The seller stated that the roof for the garage had been repaired. Had paperwork from a contractor. It just so happened that it was pouring at the time of inspection, and when I walked into the garage, I saw a waterfall coming down the wall. I switched my camera over to video quick and took a one-minute clip. So I captured this waterfall on video, in motion for all to see. It was awesome to be able to present this to everyone to see that this had not been corrected. Both parties were extremely surprised by my find and thankful for the video. I think the seller got hoodwinked by the contractor. I don't think they were trying to be dishonest but video helped validate their claim. So I just wanted to thank you for opening my eyes to another avenue. I had thought about this previously, but thought it a waste of time. But this last inspection just changed my train of thought on this. Thanks again for pushing this concept, and thanks for all the wisdom you share with the rest of us.
Ian Niquette; Square One Home Inspection; Markesan, Wisconsin
Thank you RR. I would call you, and your posts, a bonus for being an iNACHI member.
Rick Fifield; Fifield Design Construction, Inc.; Cross Junction, Virginia
My cost of doing business is down greatly since I have started and my profits are climbing. You have been a big part of that. Thanks for all your help.
Frank Magdefrau; DeSoto Home Inspection Services; Hernando, Mississippi
I have read your "Power of P" document. This is awesome information, Russel. You have my sincere thanks for imparting your knowledge and wisdom on to me. You are unselfish and generous with your wisdom and have helped so many who want to learn and grow. Business would be harder without you. I really mean that!
Darren St. Jacques; Nook 'n' Cranny Home Inspections; Hamilton, Ontario, Canada
A mortgage broker didn't want to pay my fee of $1,500.00 to inspect a five-unit apartment building. I politely declined to lower my price and hung up. Then I remembered what I learned from Russel Ray at a chapter meeting in California a few weeks ago, which induced me to call the guy back and see if I could keep him happy without demeaning my integrity. So I called him back and offered to do a "walkthrough" but made it very clear that I would not be providing a report, only dispensing words of wisdom while we walked for the tune of $300.00. He was overjoyed. So instead of losing business at $1,500, I made $300. Interestingly, my hourly rate of pay went from about $100 for the $1,500 inspection to about $300 for the $300 inspection. Diversification and providing clients with choices is what it's all about.
Keith Swift; InterNACHI Editor-in-Chief; President, CalNACHI; Northridge, California
Using Russel's methods, I turned a $295 "Tools & Talk" inspection into $1,129 the other day. Sweet.
Russell Spriggs; A.C.E. Home Inspections; Spirit Lake, Idaho
Thanks Russell. I really appreciate your help and information.
Dennis Goudreau; D.R.G. Inspections; Nashua, New Hampshire
A while ago I read your post concerning offering multiple options as not all clients have the same needs. As with many other HI's I did not like this idea of offering something that was below the cost of what I wanted to make per home. This logic is flawed obviously considering one could make something, or nothing! So this week I sat down and came up with a Basic and Premium inspection. Both inspections follow the NACHI SOP with the basic taking almost half the time. So performing the Basic inspection for 50 bucks less is still a good payday for me. As a result of adding options I have actually booked an inspection for the Basic, a job I probably would have lost if I offered only one option. I'm glad you posted that information! I know I have said it before but I appreciate all the information you share with us. I'm encouraged beyond belief.
Vince Santos; StepByStep Home Services; Canton, Michigan
Even though I do not post that often on the message board, I am always visiting the message board and am always, always impressed with your knowledge and ability to communicate your experiences in this industry. Thank you for all your insights. I was in Toronto; however, I never did have an opportunity to meet you. Someday I would like very much to do just that.
David Moran; Luxor Development Company and DJM Home Inspections; Clarkston, Michigan
Fantastic information Russel. I just now ran into this thread and find your articles very interesting. I'm personally going to put some of these articles to use. Thank you very much. Keep up the good work and I'm sure you've helped many members here at NACHI. I can't recall anyone here that has put out a quarter of the information that you have placed on this MB. If you had your reputation system "ON" you'd be getting a massive amount of greenies from me and others.
David Valley; Massachusetts Home Inspections; Methuen, Massachusetts
Thank you so much. I have read a lot about your walk inspections on the NACHI BB. I plan on contacting the investment groups you sent to me. Some are at least a few hours away but what the heck I could make a long weekend out of it and make money to boot. Thanks again. You are a great asset to NACHI and its members.
Daniel Giblin; Astute Home Inspections; Hanahan, South Carolina
I greatly appreciate everything you have done for us NACHI members. You are one hell of a great asset to this organization. Thank You!
Mark Sylvester; P.I. Home Inspection Services; Chicago, Illinois
I cannot believe how well your customer service follow-up system has worked for us. I sent out ten follow-ups, with three responses. One for an inspection on an area that they had fixed, another requesting additional help at the final walkthrough, and another I can add to our testimonials. I had always asked for feedback in my inspection letter, but never received it. Now I know how to get that all-important feedback. Thank you so much for your help and ideas. You are a total asset to InterNACHI!
Nathan and Gloria; Superior Services Home and Environmental Inspections; DeMotte, Indiana
Thank you very much for your email. Your information is truly priceless for me. Your client follow-up tools are very helpful; I plan on utilizing each of them as I move forward.
Mark Bonvissuto; A-Mark Home Inspections; North Tonawanda, New York
Russel has so much quality marketing info.
Richard Washington; RW Home Inspections; Katy, Texas
The highlight of my NACHI membership has been the advice and info offered by Russel. I have implemented and tinkered with dozens of his ideas and suggestions, and if I ever get time or get fully organized (can't quite ever seem to get the time to fully catch up), I have dozens of others that I would love to try or toy with. More than anything else in the industry, from newbie to 4-year veteran with a successful business, Russel's marketing wisdom and other advice has been the major element I credit with my success. I have drive and creativity, and a pretty good background for this, but Russel put me on the fast track to success and helped me get the most out of my abilities. If he had his own association, I would join it (and have - check out his Marketing forum).
Joseph Michalski; Sherlock Homes Inspection Services; Souderton, Pennsylvania
I enjoy reading your posts over at InterNACHI and Marketing. Many of your ideas have directly benefited me and my business, and I appreciate it.
Tom Jansson; Acuity Home Inspection Service; Chicago, Illinois
I had the privilege of hearing you speak at the Ventura meeting. Your information was very inspiring. My wife came with me that night and got a good glimpse of how much better I could be doing if I hustled like you. Thanks again for your useful information at the meeting.
Steven Zaitz; For Safety Sake; Los Angeles, California
Let me first of all say how amazing and helpful you have been to me and other home inspectors. Thank you, sincerely, for all you have and continue to do so unselfishly. I am using a referral rewards program. I visit open houses with a bottle of cold water and about seven brochures, three of which include a $25 off an inspection coupon for the agents client and some business cards. I also give them an envelope which has a letter about me and a fee list. I am also joined up on your marketing site. Many thanks.
Darren St. Jacques; Nook 'n' Cranny Home Inspections; Hamilton, Ontario, Canada
I generally receive one inspection per week directly related to Russel's Referral Rewards Program that he was so gracious to let me steal.
Dale Duffy; Inspect Arizona Companies; Scottsdale, Arizona
Russel is a big part of why I am still staying in business!
William Corbett; Magic City Home Inspections; Remlap, Alabama
Even though we've never met, you are becoming quite a marketing mentor. I appreciate it very much!
Mark Nahrgang; Kingdom Inspections Network Group; Michigan/Missouri/Ohio/Virginia
I've given some Referral Rewards Program coupons out and have seen results. Thanks to you, Russel.
Robert Newland; Newland Certified Home Inspections; Tyrone, Georgia
I've just recently started using a Referral Reward Program and already have seen results. Just yesterday I received a call about doing an inspection for a first time buyer, he was referred by friends (I completed his friends inspection about 4 weeks ago). I'm excited about all the possibilities with this program, as someone else has said, "the referral of your friends and family is the greatest compliment you can give us!" Appreciate your sharing this with me and others.
Mike Chris; HouseNspect; Santa Clara, Utah
I started my Referral Rewards program about a year ago. One client has referred me five times and I look for her to continue the referrals. I look forward to continued success with the program and with it's expansion.
Dennis McAuley; Priority One Home Inspections, Woodstock, Illinois
Your Realtor marketing tools are very helpful. You have great ideas and I am definitely going to use them for my business.
Mark Bonvissuto; A-Mark Home Inspections; North Tonawanda, New York
You Rock! Your advice and ideas are always outstanding. Thanks for being a great resource.
Justin Watts; American Dream Home Inspection, Rancho Santa Margarita, California
Dear Russel. Thanks for your message... I will save it and refer people as needed. It seems service takes a back seat today... Your ability and willingness to be available is wonderful! I am sure we will be speaking soon.
Rebecca Eastom; Realtor; Orange County, California
I initially began using the Referral Rewards program after reading some of your excellent ideas for marketing. I owe this all to you. Thank you.
Keith Braun; Signature Property Inspection; Buffalo, New York
Let me first say thank you for all your GREAT marketing ideas, files, thoughts, etc. I recently started using your post card databases and they are great!
Michael Wright; HomeSmart Inspections; Marysville, Ohio
I followed both of Russel's tips on the power of nines and referral reward marketing, and both are great. I use the power of nines at my other job. The first thing I did was move the menu to '9' on everything; 3% gain in sales overall going from '0' to '9'. The referral program works and most of my clients want the discount given to the referred client meaning that I do not have any follow-up. I was able to do an inspection for a client who is responsible for moving into my area 5,000 civilian DOD families. We were able to work out a flat rate plan regardless of house size that should pay wonderfully in the coming year. He applied his referral to each client coming in so that they would get a better rate. While each one will be cheaper than 'normal' I can charge more to the other calls since I have a steady stream of business. If a client will pay more then I will go. We just have to be consistent with pricing and it will gradually go up. Thanks RR for the idea.
Tim Mattingly; Know Before You Buy; Louisville, Kentucky
Russel is one of the most remarkable people when it comes to helping others with their businesses. He is always available to answer questions or make suggestions on how to expand their marketing prowess. I would highly recommend "RR" for your marketing or home inspection needs.
Stephen Stanczyk; Safe Haven Home Inspections; Kapowsin, Washington
Russel's unique ideas have sparked new ways for me to look at myself and my business as well as helped me think outside the box for marketing my company. He is a true pioneer.
Mark Reusch; A Major H.I.; Simpsonville, South Carolina

If you're interest in my Home Inspection business, here are some testimonials in that area:

I used Russel Ray when my first home inspection turned out to be a fiasco. My review is simple: he's knowledgeable, friendly, helpful; writes useful, comprehensive reports and offers himself as a resource to you when questions arise later on down the line. His prices are very reasonable and he is honest. I think he is the type of person who likes to put a lot of energy and money into preventative maintenance, but he also explains his perspective in a clear way so that you can make your own decisions about which things need to be taken care of quickly and which things can wait. I always think it's a good idea to call around to find someone you're comfortable with, who meets your needs so if you need an inspection, make Russel Ray one of the people you interview for the job.
Eve Novak; Client; San Diego
Thank you for your thorough and professional report.
Greg Stein; Client; San Diego
First of all, I would like to thank you so much for the work on the home inspection. This has been an experience that has turned out to be so much better and positive than we ever could have imagined. All your hard work in the report we received was awesome. Chris and I are excited about the house and are so glad that the work needed is not as bad as we thought it was going to be. You will always be at the top of our list when we have questions for sure. We truly learned a lot from you. Thank you so much.
David & Chris; Clients; San Diego
Russel is very thorough, good job. I feel sorry for him. I know your Realtor will give him the axe after this use.
Client's dad in an email to Client that was copied to me (Realtor has referred me several times since.)
Thanks for the amazingly comprehensive report. We have the chimney man here right now as I write. Pool man came yesterday. Dryer lint is being cared for right now. Termite man was here as well. Many thanks!
John and Mary Ellen Clapp; Clients; San Diego
Thank you very much! You did an awesome job. I was VERY impressed with your knowledge and expertise! Thanks again.
David M.; Client; San Diego
Hi Russel. Thanks for your follow-up. Lana was very impressed and very happy, and that makes me happy. Thank you very much.
Joe R.; Realtor; San Diego
A while ago I read your post concerning offering multiple options as not all clients have the same needs. As with many other HI's I did not like this idea of offering something that was below the cost of what I wanted to make per home. This logic is flawed obviously considering one could make something, or nothing! So this week I sat down and came up with a Basic and Premium inspection. Both inspections follow the NACHI SOP with the basic taking almost half the time. So performing the Basic inspection for 50 bucks less is still a good payday for me. As a result of adding options I have actually booked an inspection for the Basic, a job I probably would have lost if I offered only one option. I'm glad you posted that information! I know I have said it before but I appreciate all the information you share with us. I'm encouraged beyond belief.
Vince Santos; StepByStep Home Services; Canton, Michigan
Russel's the only home inspector I use because his real estate knowledge is vast, his inspections are thorough, he understands how to treat all people with respect, and he understands how to work with first-time buyers, experienced buyers and sellers, the more demanding buyers and sellers, and, of course, Realtors. I started as a Realtor in May 2005, just when the real estate market was beginning to decline. I would not have made it this far in this economy without the expertise of Russel and his kind and generous help.
Jim Frimmer; Century 21 Award; San Diego, California
Thank you so much for coming out to do a late inspection. You're very nice and personable. I like that.
Richard Morris, Century 21 1st Choice; San Diego, California

Past Clients

Since 1973, I have founded several companies, helped other companies get started, and helped some companies with specific marketing or business management tasks, including:

Just Your Type; College Station, Texas
Yesterday's Treasures; Houston, Texas
Texas Instruments; Houston, Texas
Houston Grand Opera; Houston, Texas
Houston Symphony; Houston, Texas
Red Cross; Houston, Texas
Brazos Valley Symphony; Bryan, Texas
Brazos Valley Chorale; Bryan, Texas
Special Olympics; Texas
Muscular Dystrophy Association; Texas
Resolution Trust Corporation; San Diego, California
Naked Words; San Diego, California
San Francisco Gay Men's Chorus; San Francisco, California
Gay Men's Chorus of San Diego; San Diego; California