Three things happened at once. Interest rates didn't fall the way everyone expected, instability overseas rattled the markets, and the job economy put people on edge. Each one alone would have changed the conversation.
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Lauren Henss is a leading Strategy and Marketing Executive who has led brand, marketing, and growth strategy for real estate, PropTech, SaaS, and large consumer brands for more than 20 years. Her career has centered on the intersection of brand technology and human behavior, helping companies translate long-term vision into strategy, measurable growth, and impact. She currently serves as the VP of Marketing and Strategic Initiatives for FirstTeam®.
Through operational excellence, strategic alignment, M&A integration, digital transformation (AI), and strategic partnerships, Henss enables organizations to scale sustainably and future-proof growth. These initiatives drive global expansion, go-to-market success, and long-term enterprise value.
Henss has led high-performing teams for global brands and high-growth companies, blending Fortune 150 discipline with startup agility. Her work consistently translates strategy into measurable outcomes, including 3X revenue growth, global market expansion, and sustained competitive advantage. In her current role, she leads marketing and communications,
digital transformation, GTM, partnerships, and strategic growth initiatives, aligning brand, recruitment, revenue operations, and partnerships into a single growth engine that drives agent acquisition, retention, and market expansion. At COMPASS and Toll Brothers, she played a key role in accelerating sales volume ($6 billion+) and expanding regional market share (28% increase).
Her experience spans both B2B and B2C, partnering with Fortune 500 companies and global brands including Amazon, Salesforce, Nike, CHANEL, Hyatt, DreamWorks, WPP (VML), CBRE, Zoho, Zillow, and LPL Financial.
Henss was named a 2025 HousingWire Marketer of the Year for driving marketing innovation, digital transformation, and measurable GTM impact.
Through operational excellence, strategic alignment, M&A integration, digital transformation (AI), and strategic partnerships, Henss enables organizations to scale sustainably and future-proof growth. These initiatives drive global expansion, go-to-market success, and long-term enterprise value.
Henss has led high-performing teams for global brands and high-growth companies, blending Fortune 150 discipline with startup agility. Her work consistently translates strategy into measurable outcomes, including 3X revenue growth, global market expansion, and sustained competitive advantage. In her current role, she leads marketing and communications,
digital transformation, GTM, partnerships, and strategic growth initiatives, aligning brand, recruitment, revenue operations, and partnerships into a single growth engine that drives agent acquisition, retention, and market expansion. At COMPASS and Toll Brothers, she played a key role in accelerating sales volume ($6 billion+) and expanding regional market share (28% increase).
Her experience spans both B2B and B2C, partnering with Fortune 500 companies and global brands including Amazon, Salesforce, Nike, CHANEL, Hyatt, DreamWorks, WPP (VML), CBRE, Zoho, Zillow, and LPL Financial.
Henss was named a 2025 HousingWire Marketer of the Year for driving marketing innovation, digital transformation, and measurable GTM impact.
Published by Lauren Henss
Meet our Talent Network
How to shift from performative outreach to meaningful investment On January 15th, I started an experiment. No formal plan, no campaign brief. I picked three people a day and left them a personalized voice-to-text message. That's it. Three people, every single day.
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The real estate industry is shifting fast. Brokerages are consolidating. Technology is rewriting workflows. Roles that didn’t exist three years ago are now mission‑critical. And roles that were critical are becoming obsolete due to AI.
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Lauren Henss shares how a powerful brand strategy can transform into a business strategy, built to empower every agent and spark inspiration across the industry.
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