Okay, let’s tackle this. So Luis has a range of skills, but nothing that screams high-demand or high-paying. Social media and marketing strategy are valuable, but the rates for these skills can vary widely depending on the industry and location. San Francisco is a hub for tech and marketing, but it's also a very competitive market. Considering his skills and location, I'd estimate his rate to be on the lower side of the spectrum. Maybe around $75 per hour, which is a common rate for entry-level or mid-level marketing professionals in this area. It's not a bad starting point, but it's not going to make him rich either.