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FirstTeam names Lauren Henss CMO and strategy officer
The brokerage said it will broaden its AI efforts via its Purlin partnership to link leads, marketing, CRM, operations, and closings.
FirstTeam has promoted Lauren Henss to chief marketing and strategy officer, effective immediately, HousingWire reports. The brokerage said the role reflects an expanded focus on brand repositioning, recruitment, retention, product, technology, and revenue.
Henss joined FirstTeam in 2024 as vice president of marketing and strategic initiatives, and HousingWire reports she helped shift marketing from a support function to a core growth driver. The firm also cited work to evolve its “Behind the Agent” philosophy into a broader brand platform centered on agent expertise, stories, and career development.
A central part of the strategy is digital transformation, including an integrated, agent-centric technology stack, according to HousingWire. The brokerage said its AI push will continue in 2026 through a partnership with Purlin, aiming to create an AI-powered ecosystem that connects leads and marketing with CRM, operations, contacts, closings, and commissions.