We’re excited to introduce you to the always interesting and insightful Justin Juárez. We hope you’ll enjoy our conversation with Justin below.

Justin, thanks for joining us, excited to have you contributing your stories and insights. We’d love to hear about a time you helped a customer really get an amazing result through their work with you.

One of our very first clients came to us with a head-scratcher: a jaw-dropping, architecturally unique home that had been sitting on the market for 90 days with zero interest. Nada.

Which was wild, considering it had serious pedigree—it had once starred on HGTV’s Homes Across America for the way it embraced its rugged surroundings (think: boulders inside the home, one of which literally becomes a waterfall in the primary shower). The house wasn’t the problem. The story—or lack of one—was.

That’s where Brick&Lane came in. We rewrote the narrative, gave it editorial legs, and landed press in Dwell, The New York Times, Robb Report, SF Chronicle, SF Gate, and SoCal News Group. The eventual buyer discovered the listing in the The New York Times feature and made an offer.

But let’s be clear: PR isn’t a magic wand that guarantees a sale the moment a listing hits The New York Times. We wish every feature translated into an instant sale, but it’s not realistic. Editorial coverage is a power move—not a magic trick. It’s a strategic layer in the metaphorical marketing cake.

At the end of the day, it boosts visibility. Builds brands. Wows clients. Sets listings apart. And it could catch the right buyer’s eye at exactly the right moment.

If you’re wondering whether PR is worth the hype, here are 6 reasons we say: absolutely yes.

1. High-end sellers expect high-end exposure. An email blast and a few Instagram posts won’t cut it anymore. Editorial press reflects the pedigree of the home—and the professionalism of the agent.
2. When you go all in, clients notice. Sellers love seeing their home treated like a piece of art—and they remember the agent who made it happen.
3. PR is evergreen. Unlike paid ads, press is forever. Use it in a listing presentation deck, social posts, newsletter… it keeps on giving.
4. It bridges the gap between luxury homes and luxury buyers. The right coverage puts a listing in front of eyeballs that actually appreciate its uniqueness.
5. Scarcity is the secret sauce. PR is rare in real estate. That’s what makes it valuable—and memorable.
6. It gives you an edge over the competition. Most brokerages only offer PR to top producers, if at all. Editorial press can give an agent a distinct marketing edge over other agents.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Let’s travel back in time real quick. After college, I started off my early professional career in media and advertising before landing at a boutique SoCal real estate brokerage known for its design-forward and historically significant listings. Real estate was already in my blood (shoutout to my mom, a former agent), so the transition felt natural.

I stayed for nearly a decade—rare, I know—and worked my way up. Along the way, I spotted a gap: editorial PR wasn’t part of most brokerages’ playbooks. So I started building one.

I pitched our listings to top-tier publications like The Wall Street Journal, Architectural Digest, Mansion Global, Dwell, Robb Report, etc—and they said yes. A lot.

In 7 years, I had secured 670+ press features, averaging nearly 100 hits a year. That kind of coverage elevated our listings, built trust with sellers, and positioned our boutique firm to compete with the industry giants—all without losing our indie edge.

Eventually, our brokerage was acquired by a big-box firm. Spoiler: it wasn’t a match made in heaven. White-glove service? Gone. Agent support? Minimal. And frankly, I needed more flexibility in my personal life. So I took the leap.

I resigned, and with my back against the wall, I built the Brick&Lane brand over a weekend and secured our first clients just two weeks later. What do we do? We help real estate agents get their listings the editorial coverage they deserve.

Fast-forward to today: we’ve supported $210M+ in listings, landed 720+ press features (thanks, syndication!), and reached an audience of over 24B eyeballs.

The takeaway? After testing just about every marketing and advertising tactic under the sun for real estate listings, one thing stands out: a well-executed PR campaign doesn’t just drive exposure for the home—it builds lasting brand equity for the agent and brokerage. Unlike paid ads that disappear the moment the budget runs out, PR sticks around. It’s the gift that keeps on giving.

How’d you build such a strong reputation within your market?

At the end of the day, it all comes down to results and relationships. 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. And while AI may be dominating headlines, in real estate, real relationships are still the real currency.

What’s been the best source of new clients for you?

Right now, about half of our clients are agents I’ve worked with before in my past role as a Creative Studio and PR Director—they know the drill and trust the process. Another 30% come through referrals, which, let’s be honest, is the ultimate form of validation for any business. We’ve even cracked the cold outreach code. That combo has helped us expand far beyond our home base in Los Angeles. We’ve already partnered with agents and brokerages in NorCal, Arizona, and we’ve got our sights set on the Pacific Northwest and international markets next.

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