Case Study
How FirstTeam Achieved 100% Agent Adoption in Less Than 2 Weeks With Its Rebrand & National Launch
Discover the strategy that helped this scaling brokerage streamline operations, launch new marketing campaigns, and onboard 2,200 agents with ease during a period of massive growth.
“Working with Luxury Presence… I could pick up the phone and it didn’t matter who I talked to. Everybody knew what was going on with our site.”
Lauren Henss
FirstTeam Chief Marketing & Strategy Officer
95,602
more website visits in month one, demonstrating increased visibility
81.8%
increase in leads after the 1st month, boosting conversion opportunities
4.7k
automated API actions in just one month, offering real-time efficiency
The challenge
Rebranding. Replacing your tech stack. Growing your agent count by 25% in one year.
Each is a major lift. FirstTeam Real Estate of Newport Beach, California — one of the nation’s largest privately held brokerages — took on all three at once.
“We realized we had to redo our entire tech stack and choose the best,” said Lauren Henss, the company’s Chief Marketing & Strategy Officer. Also, “we needed to redesign our corporate site to better reflect our brand.”
She knew it would be a challenge for sales associates, but also that they couldn’t afford to be stagnant. “The main thing with agents is they hate change,” said Henss. But “we need to make sure that they’re equipped to be the best that they can possibly be to be in a competitive marketplace.”
November 12th
Luxury Presence begins building corporate website
January 10th
Designers mock up agent and team subdomains
February 21st
FirstTeam’s corporate site goes live
March 4th
All 2,200 agents are active on the platform
The strategy
As FirstTeam’s new website partner, Luxury Presence came up with a multifaceted plan to ease new agents onto the platform, reduce the brokerage’s administrative burden, and relaunch the overall brand to a wider audience.
Luxury Presence’s bespoke plan for FirstTeam:
Build a custom API that connects FirstTeam’s internal agent roster directly to the LP platform — cutting data maintenance work in half
Develop a tailored training series, including detailed decks, product walk-throughs, and seven live webinars to help agents get up and running fast.
Integrate storytelling that engages both consumers and agents. “That was the real pinnacle of the rebrand,” Henss recalled. “It was the launching pad for everything else.”
The impact
149% increase in site visits in the first month
481 branded presentations in the first three months
238 more leads in the 30 days after month one
Luxury Presence’s targeted plan helped FirstTeam relaunch its corporate site and onboard its entire agent network in record time. Now the brokerage has:
- A comprehensive corporate site that Henss said “brought our brand to life,” powered their PR efforts, and drove 225,000+ sessions and 820+ leads in the first two months.
- 100% of agents using their Luxury Presence subdomains and tools, including nearly 500 branded presentations.
- An API that automatically retrieved, updated, added, and deleted content 4,700 times in just one month
“When you have four major system changes, that’s a lot for” agents, Henss said. Luxury Presence “knew what we needed to do, and it was a true partnership.”
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Luxury Presence did a flawless job creating (and maintaining!) carlinwright.com. I get emails every week from agents around the country begging to know more about the site – apparently everyone has Luxury Presence envy!
Our experience with Luxury Presence was fantastic. Definitely has the high-end feel that we were looking for.
Luxury Presence was the #1 reason for my record-breaking year. My clients are always telling me that they found me from my website. It’s very important that you’re out there and can be seen. They know real estate, and they know what our audience wants.
I couldn’t ask for more.
My experience with Luxury Presence has exceeded all expectations. The company offers impeccable service and support, and has helped me every step of the way. They are always one step ahead. I’d highly recommend any of my colleagues or professionals to connect with Luxury Presence.
Hiring Luxury Presence has been one of the best decisions we’ve ever made. They implement our changes very quickly, and they’ve doubled our monthly users through SEO to over 10,000…
Everyone we have worked with has bent over backward to ensure that our experience, as well as the outcome of our website, were unparalleled.
