The partnership marks a shift in how the brokerage manages the property transaction lifecycle. By deploying PurlinOS along with the platform’s negotiation and closing tools, FirstTeam intends to connect teams and clients within a single digital environment. Agents will interact with the system via voice, text, or chatbot, centralizing tasks that previously required navigating disparate email chains and manual paperwork.
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FirstTeam Real Estate Unifies Operations Under Purlin AI Architecture
California-based FirstTeam Real Estate is integrating its entire brokerage ecosystem into Purlin, an AI-powered operating layer designed to consolidate fragmented workflows. By replacing disconnected portals with a unified foundation for contracts, marketing, and commissions, the firm aims to automate transactional friction and prioritize agent-client relationship management over software maintenance.
For FirstTeam, the move is a strategic bet on infrastructure. According to VP of Marketing Lauren Henss, the brokerage is prioritizing an integrated ecosystem to standardize operations rather than simply layering on additional software features. Purlin CEO Giorgi Chigogidze noted that the brokerage is moving to secure a competitive advantage before market pressures force a transition to AI-native workflows. The platform currently supports over 40,000 real estate professionals across North America, providing a load-bearing structure meant to power deals from initial search to final closing.
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