Inspiring Conversations with Justin Juárez of Brick&Lane

Today we’d like to introduce you to Justin Juárez.

Hi Justin, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
After college, I dabbled in media and digital advertising until landing a job in the marketing studio of a boutique Southern California luxury real estate brokerage. They specialized in representing historical and architecturally significant homes. I’d been exposed to real estate growing up—thanks to my mom’s time as an agent—so stepping into this world felt like an easy transition. The boutique company’s secret sauce was its white-glove marketing services, something larger, flashier brokerages struggle with. But I knew there was more room to grow. And that’s when I started thinking bigger.

Around 2016-2017, while the world was shifting digitally, I saw an opening. I started pitching the brokerage’s listings to top-tier publications for organic editorial coverage in their real estate columns—think Wall Street Journal, New York Times, Architectural Digest, Dwell, Robb Report. These weren’t just publications, they were gateways to a world of high-net-worth individuals—the type of readers who don’t just dream of luxury; they live it. Getting a home featured in these outlets was more than a marketing win—it became the ultimate endorsement. It turns out, I was building a PR machine that would change the game for a boutique firm.

Fast forward, I was with the brokerage for 9 years and I’d climbed the proverbial ladder, leading the marketing studio from day-to-day advertising campaigns to creative operations to building an in-house PR department from the ground up. In 7 years, I had secured over 670 press hits—an average of 95 per year. This allowed the firm to go toe-to-toe with the big players, all while staying boutique. But, as life often does, things changed. The brokerage caught the eye of a big company and was acquired. As things transitioned, the new brokerage didn’t prioritize white-glove service. I saw firsthand how agents quickly became underserved. At the same time, some personal life challenges came up and realized it was time for me to take the leap—build something and do it my way.

It didn’t take long for the idea to crystalize. In two weeks, I went from conceptualizing a business plan to landing my first clients. Brick&Lane’s mission is simple: help real estate listings get the coverage they deserve. Whether it’s a standout listing hitting the market or a home that sold in record time for well over asking, it’s got headline potential. In just 9 months, we’ve supported $240M+ in listings, securing 900+ press features across major outlets, reaching an audience of 25B+.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
For the most part, it has been a smooth road. Then again, in many ways, I launched my business with a bit of a head start. Having built the PR department from scratch at my previous brokerage, I already had a proven track record and years of recognition to back it up. My work spoke for itself. On the other hand, spending the bulk of my career deeply immersed in the real estate world meant I’d built strong relationships across the board—from agents and photographers to editors and publishers.

With all of that said, there’s no denying that mental gymnastics can creep in from time to time. I’m constantly thinking about how to improve—should we expand our services or stay ultra-niche? Does it make sense to enter this market? Should we adjust our pricing up or down? My sleep patterns have certainly taken a hit since starting this journey, but in the end, I’ve grown tremendously. There’s truly nothing like betting on yourself and making things happen.

Thanks – so what else should our readers know about Brick&Lane?
Now, you might be thinking, PR for real estate listings? That’s incredibly niche!? Well, yes, that’s exactly right and it was our intention from the jump. Having an entrepreneurial mentality and spending so many years in the real estate space, I’ve had many ideas for business concepts but never executed on them. It was a matter of time. I also was open to venturing into other industries, but I ultimately decided to stick to what I knew the most–real estate.

After being in real estate marketing for over 10 years, I had run almost every kind of campaign to expose agents’ listings imaginable. Through this extensive experience, I’ve seen firsthand how strategic PR not only showcases individual properties, but also elevates agents’ personal brands—setting them apart in a crowded market. What I’ve discovered is that a well-executed PR campaign has been the most effective way to achieve both goals.

I had worked with and heard of all kinds of marketing and advertising agencies dedicated to solving challenges in the real estate space but I wasn’t familiar with any folks doing what we were doing. The verdict is still out if that was for a good or bad reason but my time sitting on the sidelines was over and decided to take the very skill that I developed from thin air and build a business around it. I knew there was an appetite for it and I had the advantage of knowing many active agents who were already familiar with my track record so we literally hit the ground running. This is something that I can’t emphasize enough–it really helped ramp everything up and quickly put any hesitations to rest.

The beautiful thing about what I’m creating is that I see potential despite being so niche. Case in point, some of our clients clients might not want to sell their home yet but they still want to share their story and what makes their home special. Whether it’s a recent restoration project homeowners took on or potentially a historically significant home that has a fascinating story behind it. On top of it all, we have no geographical boundaries. We’re based out of Los Angeles, CA, but we’ve worked with agents and brokerages up in Central and Northern California and have already crossed the Arizona border with a few other Pacific Northwestern states on the horizon. We haven’t been in existence for long but we’re already seeing some evolution in real-time.

In today’s interconnected world, my vision for Brick&Lane has always been to give local real estate agents national and even international level opportunities to maximize their listings exposure while putting their brand on the map and elevating their marketing without spending a fortune. There are millions of real estate agents in the US alone but the vast majority don’t get enough support from their brokerages. Big box brokerages have thousands of agents and limit services to what they classify as top producing agents. We want to provide support to those underserved agents.

Contact Info:

• Website: https://brickandlane.com/
• Instagram: https://www.instagram.com/brickandlaneofficial/
• Facebook: https://www.facebook.com/profile.php?id=61572252849921
• LinkedIn: https://www.linkedin.com/company/brick-lane-official/
• Other: Google Business: https://maps.app.goo.gl/8v7m8bYW4sEfJUFY8 Linktree: https://linktr.ee/brickandlane