by Monica Chamness
Staff Writer
Planning real estate developments can be more of a subjective art than a science at times.
Builders have striven throughout the years to pinpoint the pulse of demand and strategize accordingly.
Ray Rodriguez, owner of the Real Estate Strategy Center of North Florida, says customized analytical information has not always been readily available though.
Starting out with five cents in his pocket and a head full of dreams, Rodriguez threw his hat in the ring of real estate analysis.
“I provide data systems and research reports for builders and developers. I’m like a Wall Street stock broker for the real estate market,” said Rodriguez.
Fitting analogy since Rodriguez’s hometown is the Big Apple.
In business for nine years, the Real Estate Strategy Center evolved as a culmination of five years of studying the building industry.
“I was trying to find out what they [builders] want and how to do business with them,” said Rodriguez.
Servicing appraisers and surveyors in addition to developers, Rodriguez purchases his information directly from the court house.
Once obtained, the information on plots is manually processed by Rodriguez and his wife into a usable format.
“I try to uncover effective market data—who’s doing what, when and how. I look at the entire market from different angles such as product, price and location factors. It’s all driven by the consumers. You have to know what they want, where they want it and how much they’re willing to pay for it,” he said.
Attempting to fill a perceived void in the real estate analysis business, Rodriguez endeavors to paint a narrowly-defined picture for his clients.
“TRW and other entities provide information to businesses but more on a macro instead of a micro scale. They’re like McDonald’s —customers basically have to accept what’s given to them. We’re more like Burger King—you can get it the way you want it,” said Rodriguez.
Offering details such as the purchase price of land, existing competitors, housing starts, units being built, lots purchased and number of homes sold, Rodriguez claims to be able to service any builder in any area.
Rodriguez believes in doing business the old-fashioned way.
“I don’t use signed contracts or show favoritism. I work off a gentleman’s agreement, a handshake. I believe in keeping your word on both the personal and the business side,” he said.
A volunteer for the Jacksonville Sheriff’s Office since 1996, Rodriguez has become entrenched in the community he has committed to since making his nest here in 1984.
“I don’t fight crime to be a hero but to maintain the lifestyle here. It’s my way of doing community service. I’m not going to save the world but I can sure put in my two cents worth,” he said.
Rodriguez is unable to pursue his dreams of becoming a full-time officer though as he is stricken by multiple sclerosis.
“It impacts my life more physically than emotionally. I just recently started taking medications and daily injections,” said Rodriguez.
A 10-year veteran of the Marine Corps, Rodriguez refuses to give up the fight for a healthy life.
“It doesn’t matter if I’m in a wheelchair or not—I’ll still do what I’m doing now. The main thing is attitude,” he said.