Lauren Henss is vice president of Marketing and Strategic Initiatives at FirstTeam Real Estate, where she has helped transform marketing into a central driver of growth, recruitment and digital innovation. Drawing on experience across real estate, PropTech, SaaS and Fortune 500 brands, Henss focuses on aligning technology, brand strategy and operational execution to create scalable, long-term business growth.
Since joining FirstTeam in 2024, Henss has led a major digital transformation initiative designed to modernize the brokerage’s agent and consumer experience. One of her most visible contributions has been evolving the company’s “Behind the Agent” philosophy into a broader brand movement focused on elevating agents as trusted advisors, entrepreneurs and community leaders.
Under her leadership, FirstTeam launched an integrated, agent-focused technology ecosystem that includes platforms such as Luxury Presence, Zendesk and MAXA, along with a redesigned website featuring more than 2,300 agent subdomains. The initiative drove immediate engagement results, including more than 95,000 additional site views, an 81.8% increase in leads and more than 70% platform adoption among agents.
Henss also implemented a customer success framework designed to improve agent support and operational efficiency across the organization. Her efforts reduced request bottlenecks by 80%, improved turnaround times by 72% and increased Net Promoter Score from 62% to 88%.
Known for blending strategic vision with hands-on operational leadership, Henss continues to position marketing as a core business function that supports recruitment, retention, technology adoption and long-term competitive growth.
Name:
Lauren Henss
Title:
Vice President, Marketing and Strategic Initiatives
Company Name:
FirstTeam Real Estate
