Inside FirstTeam’s rapid national expansion lies a strategic shift: transforming agents into the primary brand and building the company’s growth engine around their personas, capabilities, and digital visibility. In this episode, VP of Marketing & Strategic Initiatives Lauren Henss explains how an agent-first framework reshapes recruitment efficiency, strengthens retention, and drives performance in a consolidating market. She also shares how AI-driven discovery, buyer migration patterns, and rising expectations on advisory-level service are redefining the competitive landscape in U.S. luxury real estate.
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