611 Broadway holds some of Downtown Lubbock's most treasured gifts. And we're not talking about knickknacks and retail. We're talking about the people of Clear Rock Realty.
Clearly Crafted for Connection
If you had to describe the Clear Rock experience in one word, it would be intentional. Everything from their office design to how they coach agents, greet clients, or choose to invest in downtown is marked by thoughtfulness, purpose, and care.
That intentionality shows up even before you hear their friendly "hello." Glass walls and doors allow the sunshine to pour in, giving an unmistakable sense of openness. Upstairs, the old wooden floors hint at its long-standing history. Old Acme brick walls mix with sleek finishes. It’s a blend of old and new, history and purpose. And it’s no accident.
The design of Clear Rock’s space is a direct reflection of founders Tanner Dean and Ruben Trujillo’s deep faith and guiding mission. It wasn’t just the space that took shape with intention—their partnership did too.
A Partnership Forged in Trust
Dean and Trujillo met through their local church, Redeemer. When Dean began his real estate career, he joined a company where Trujillo was already working. They saw each other regularly, though they operated independently. “I thought it was a gift,” Dean recalled, “to work with this person I trust as an individual.”
They both leaned into a vision of doing business differently. What would it look like, they wondered, to walk alongside people not just in property transactions, but in life?
Buying and selling a home often happens at emotional pivots: marriage, divorce, the death of a spouse, new beginnings. It's a mixed bag. Ruben and Tanner saw the need for agents who didn’t just close deals, but offered care, mentorship, and presence in life.
Dean and Trujillo also recognized that one of the common pitfalls for agents in West Texas is the expectation to have everything buttoned up nicely from nine to five. "There's a concept of 'leave your baggage at the door.' Come in here and do a great job, and then pick it back up when you leave again. And that's not really true. Like, as much as people say they want to do that, they can't," said Dean.
That's why their mission at Clear Rock is to also walk alongside their agents, as well as their clients, even in the messiness of life.
Branded by Truth
It was that conviction that led them to start their brokerage. In the fast-and-furious early beginnings, they were trying to decide on a name. As they worked with Primitive, Dean's previous employer, on branding, three words kept surfacing: integrity, transparency, and faith. Both Trujillo and Dean agreed those words resonated as more than mere values. They held their identity. And from them came the name, Clear Rock.
It's a name that embodies everything they're about, and especially what sets them apart. In their professional careers, both Trujillo and Dean expressed the desire for transparency in business dealings. "The thing we wanted and were looking and hoping for was included in the name of what we were creating," said Trujillo. Unfortunately, he recognizes that business is not always done this way. In some of his experiences, he saw things done in secret. "There were a lot of closed doors, a lot of soundproofing, a lot of locks."
Their goal is to be different. At Clear Rock, if a door is closed, you can see right through it (literally). And that is on purpose.
So was their decision to make downtown their hub.
Choosing Downtown Lubbock
Dean was first drawn downtown during his time working at Primitive. He routinely took walks around the block and grabbed lunch at local restaurants with his coworkers. It was a vibe he hadn't experienced elsewhere in Lubbock. Trujillo, admittedly deeply experiential by nature, was captivated by the aesthetic and energy downtown offered. He envisioned an office that felt different—a space that made people pause, breathe, and feel welcome.
Today, Clear Rock’s space does just that. The feedback is always the same: "Wow. This is a great office." And beyond its beauty, its location matters to them. They believe deeply in their investment.
Intentional Investment in Downtown
"A thriving downtown means a thriving city," said Dean. He’s right. Economic data backs it up. But for Clear Rock, it goes deeper.
Dean acknowledged that downtown is often misunderstood because people haven’t experienced its full story. He noted that Lubbock’s downtown area is large—about a square mile—and investment is spread wide. One visit to the First Friday Art Trail doesn’t tell the whole tale.
For Trujillo, Downtown Lubbock holds a kind of soul: a sense of story and connection that other areas just don’t. You walk. You see art. You meet neighbors. It’s textured.
"There's not a person that walks in that's not just, like, 'Nice office.' They're like, 'Man, this is really cool. What's the backstory? What was it before?'" said Trujillo. The reward of being in downtown versus anywhere else in Lubbock is undoubtedly the experience. Lubbock's history and story is in every brick. And it's a story that they are keeping alive.
A Downtown That Stands Together
Dean and Trujillo say Downtown Lubbock is full of surprises. Like the Cotton Court's patio with live music, the Farmers Market (where Trujillo and his family sell delicious home-made sourdough bread on the weekends), Big E’s Barbeque's delicious burritos, and The Brewery LBK and Nashwell Cafe's unique vibes.
But what sets it apart, says Dean, is the community. Breweries cheer each other on. Store owners support new neighbors. It’s not a rivalry—it’s community.
One thing's certain: out here, Clear Rock Realty fits right in.
