First Team Real Estate hires CMO amid spend increases (Score 50)

Sales lead: This hire will affect the company's marketing strategy & may lead to agency hires. 

  • First Team Real Estate (FTRE) hired Alison McDermott as CMO, effective March 2023.
  • McDermott most recently served as global merchandising & marketing VP of Preferred Hotels & Resorts.
  • She now leads all marketing initiatives for FTRE.

FTRE's target demographic: Gen-X & millennial house-hunters in southern CA. 

The company will likely:

  • Continue ramping digital spend up
  • Diversify ad placement
  • Seek agency services

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

  • YTD spend: FTRE spent about $39.9k on digital display ads YTD, a huge increase from $2.4k spent in this channel during the same time period of 2022. 
  • YTD data: 5.4m impressions via mobile display (61%) and desktop display (39%). 
  • 2021-2022 spend: Full-year spend jumped from $1.5k in 2021 to $35k in 2022. 
  • Ad location: It placed 94% of these ads directly onto sites such as,,,, and It placed 6% of these ads through multiple indirect channels onto sites such as,,,, and

Agency analysis:

  • Opportunity: Reach out to the new CMO now to secure top priority.
    • We have not confirmed any current agency relationships for this company. 

Insight Sources: Digital spend insights estimated by Pathmatics