Armed with hustle and the norm-defying motto “ain’t yo mama’s loan officer”, Julie Aragon’s residential mortgage biz has helped thousands of families achieve their real estate dreams.
She built a mortgage process where every detail mattered. She carved out a piece of the mortgage industry and grew it.
Then after a few consecutive years of being the top rated mortgage broker in Los Angeles, she set her sites on the tech world. She focused her real estate domain expertise on building powerful marketing software for real estate agents all over the country. This new company, Block Party, is now the highest rated mobile app for real estate agents on both the iOS and Android app stores. Not bad for a girl who routinely works in her pajamas, right?
What is Block Party all about?
Originally with Block Party, we set out to solve a problem that agents are STILL wrestling with around making the most from prospecting with Open Houses. We saw so many agents still using a pen and paper for their Open House sign-in and we created a digital sign-in app that includes follow up and connects with 2000+ CRMs and marketing tools. Since COVID we also added touchless sign-in options, virtual/video tour integrations and QR codes.
We also added social media marketing features to help agents take their property promotion to the next level.
Now Block Party embeds listings, lead capture, and other interactive content right into an agent’s Instagram profile (and it works for Facebook, LinkedIn, YouTube, etc).
There are thousands of agents using Block Party’s marketing features and we’re proud that most discovered us via word-of-mouth referrals.
You can see 100+ reviews on iOS, Google Play, Capterra, and G2 which earn it the position of the top rated app for real estate agents.
Tell us a little bit about your background and how you started your company?
I grew up in Wilmington in LA County and always had a bit of marketing nerd inside me. My parents always talk about how, as a kid, my favorite thing was receiving mail. And not just any mail. I wanted brochures on high quality cardstock and glossy cover photos. Remember those Bowflex Home Gym or John Deere riding mower mailers? I loved those even back when I was seven.
Then in 2002, I dropped out of UC Santa Barbara, because I wanted to start putting my love of marketing and entrepreneurship to practice. I started on the path towards becoming a loan officer. The Julie Aragon Lending Team was created shortly after. Today, I’m proud to say our team is consistently ranked as one of the top mortgage companies in Los Angeles so I’ve been involved with many facets of mortgage AND real estate for years. We did $100M in loans in 2020 and we’ve helped thousands of people achieve the goal of homeownership.
Block Party began as a side project. I originally brainstormed the idea with my husband, who has a software background. After 19 years of running the mortgage business, I knew that agents didn’t have the best software available to them and there was a lot of opportunity to innovate. We started Block Part as just an open house app for my partner agents, but quickly branched out into complementary features when we saw traction. Now it’s become its own business with software engineers, designers, and over 5000 users.
What was the biggest problem you encountered with your business and how did you overcome it?
When I started in mortgage in 2002, I was just 19 years old, brown, and female…and back then, mortgage was an old, white, male dominated industry. I had no intention of building my biz on the golf course or any of the other typical biz dev methods. I didn’t always go against the norms though.
For example, I did feel like I had to dress more “grown” and I ended up dropping a bunch on skirt suits at Ann Taylor Loft. As I got smarter, I realized even that norm wasn’t important and I switched it up to stretchy pants …or as I like to call them business PJs.
For the Block Party app, we had to convince agents that there was a better way of doing things. People can develop confirmation bias which makes it really tough to shake them out of the “way we’ve always done things” aka “if ain’t broke don’t fix it”. We continually need to find creative ways conveying why Block Party is a better option.
What were the top mistakes you made starting your business and what did you learn from it?
I’ve had to make some tough decisions to manage work life balance. Early on I felt like I had to chase every single deal. That meant there was no time to recharge and enjoy life. Working non stop to the point of exhaustion is no way to live so I need to remind myself to create space.
After we launched the Block Party app, we also learned something that’s counterintuitive. We assumed that building the better product was all that mattered. Turns out, if all you do is build it, they actually WON’T come. This is where marketing comes in.
What is one thing that you do daily to grow as an entrepreneur?
Learn from others that are doing things better.
What are three books or courses you recommend for new entrepreneurs?
- Copy course: https://copyhackers.com/
- Good to Great by Jim Collins
- Who Moved My Cheese? by Spencer Johnson
What was your first business idea and what did you do with it?
I sold candy on the school yard. Went shopping at the Limited Too at Del Amo Mall.
What are you learning now? Why is that important?
Skills to improve my management and business scalability. Because there’s just one of me…so I need to learn to delegate more so I can create some better work life balance.
What has been your most effective marketing strategy to grow your business?
I set myself apart with my branding which is fun, casual, and smart…not stuffy and definitely not boring. That differentiates us and naturally sticks in people’s minds. We make sure every touch-point is infused with that brand: copy, design, website, online application, social media, thank you cards, etc. It makes everything easier when clients think they know you and already relate to you.
Early on with the mortgage business, I produced a “day in the life” video and put it on my website. Back then having a website wasn’t an essential part of running a mortgage business…and a video that had very little to do with mortgage was shocking for people to see.
However, it differentiated my biz and naturally stuck in people’s minds…but most importantly resonated with my clients. I was immediately more relatable than anyone else.
Within a few years, loan officers ALL over the country had recreated the video scene by scene and word for word! Some small, hilarious adjustments were made- for example one older mortgage broker replaced my intro scene where I was making a smoothie with him mowing his lawn. Since most of them were in markets we didn’t compete in, it was more flattering than anything. Now when I talk to others in the industry I regularly hear how my video made an impact. Most have positive feedback, but there was a fair share of haters too.
With Block Party we continue this so our users always feel like there’s a real person on the other side of the software. We also use videos regularly in our help resources and even in client drip campaigns. It strengthens the connection with our users even though most will never meet us.
If you only had $1000 dollars to start a new startup, knowing everything you know now, how would you spend it?
I’d create a course about how I achieved success in mortgage and real estate. I’ve always been a HUGE Amy Porterfield fan and $1000 seems like plenty to get a course off the ground.
What’s your best piece of advice for aspiring and new entrepreneurs?
One way or another, START your entrepreneurial journey. Life happens fast…so don’t procrastinate. Otherwise you’ll be left with regrets of the things you wish you did. For example, dropping out of college wasn’t an easy decision, but I weighed my options, trusted my gut, and in hindsight it was the best decision I EVER made.
What is your favorite quote?
Don’t stop get it, get it
– Ice Cube
Ahrefs for SEO: Originally known as a backlinking analysis tool, Ahrefs now provides marketers with several different tools for better SEO optimization, research, and competitive analysis.
Upwork for extra set of hands: It’s a platform that connects freelancers with business owners. The most common types of work include development, design, coding, writing, and many other areas. The site now boasts having more than five million clients and eighteen million registered freelancers.
Canva helps bring design and branding concepts to life. Not to mention it’s free, includes tons of design templates and other tools for visual content including logos.
How is running a company different than what you thought it would be?
I thought I’d have more energy and fewer gray hairs.
How can readers get in touch with you?
DM me on my Instagram @juliearagon
Tech Founder Interview: Sonya Denton, Founder and CEO of weDstll Inc.
