Top real estate marketing pro Lauren Henss on how FirstTeam achieves 98% agent retention

This week on RealTrending, Tracey Velt talks with Lauren Henss, VP of Marketing and Strategic Initiatives at FirstTeam Real Estate, a RealTrends Verified top 30 brokerage in national sales volume. Tracey and Lauren dive into the realities of leading a complete digital transformation in under a year, including shifting from legacy to modern branding and creating agent-centric marketing that drives real results.

Lauren shares how consumer brand tactics from her work with Chanel, Nike, and Salesforce translated into real estate, the challenges of brokerage consolidation, and why treating agents as the heroes of your story changes everything.

Here’s a glimpse of what you’ll learn:

• How to shift from legacy brand messaging to future-focused value propositions

• The "Behind the Agent" campaign that achieved 98% retention and 32% conversion increases

• Why buying more leads without fixing conversion is the most overrated marketing tactic

• The strategic middle lane approach that balances corporate scale with boutique agility

• How AI and answer engine optimization are reshaping agent visibility and listing generation

• The five critical elements brokerages need to survive consolidation

Related to this episode:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

• Lauren Henss | LinkedIn
• First Team Real Estate
  
• ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠HousingWire | YouTube ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠More info about HousingWire⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

To learn more about Homebot, click ⁠⁠⁠⁠here.⁠⁠⁠⁠

The RealTrending podcast features conversations with the brightest minds in real estate. Every Monday, brokerage leaders, top agents, team leaders, and industry experts join us to share their secrets to success, trends, and the lessons they’ve learned. Hosted by Tracey Velt and produced by the HousingWire Content Studio.