In a strategic move to broaden its coastal reach, FirstTeam Real Estate unveiled a new Monterey community office on Monday, July 20, 2026. The launch marks the firm's first major push into California’s Central Coast, with plans to serve buyers across a five-community sweep that includes Monterey, Pacific Grove, Carmel, Pebble Beach and Marina.

The new hub is led by Amber Russell, broker-owner of Over the Moon Realty, Inc., who will oversee the local team and operations as FirstTeam accelerates its coast-to-coast growth strategy. The partnership aligns Russell’s independent brand with a national network that emphasizes client experience and concierge-style support.

Monterey Launch Highlights FirstTeam’s Central Coast Expansion

The Monterey office represents a deliberate tilt toward a feeder market for both primary residences and second homes along the Central Coast, a region known for its outdoor recreation and luxury vacation properties. FirstTeam officials described the move as a way to bring their boutique, agent-first model to a market with high demand for stability, service and local market intelligence.

Amber Russell said the collaboration with FirstTeam lets her preserve the independent identity she has built with Over the Moon Realty while gaining access to a broader network, advanced back-office support and enhanced marketing resources. In her view, the partnership preserves the community-focused ethos that has defined her business.

“From my first conversation with FirstTeam’s leadership, I sensed a genuine partnership that’s rare in our industry. I was drawn to a future-focused, leadership team that values what makes Over the Moon Realty unique—our name, our identity, and the trust we’ve built in this community,” Russell said. “FirstTeam’s boutique, agent-first approach gives me the support and network to grow without sacrificing the independence and local focus our clients expect.”

Leader Spotlight: Amber Russell Brings Local Knowledge and Values

Russell enters the Monterey market with a background that blends education, family discipline and community service. She spent more than three decades in education as a teacher and counselor before pivoting to real estate, and she comes from a family background that includes a military spouse experience—perspectives she says sharpen her client-centered approach.

Her team will concentrate on guiding buyers and sellers through Monterey County’s unique neighborhoods, school districts, and resort-area dynamics. Russell emphasized that the partnership with FirstTeam will enable her to mentor agents, expand professional development, and deepen community ties across the region.

Expansion Rationale and Market Outlook

FirstTeam described the Monterey move as part of a broader effort to diversify its geographic footprint while maintaining a sharp focus on service quality. Michele Harrington, Chief Executive Officer of FirstTeam, explained that the company prioritizes working with market insiders who can deliver best-in-class service and foster durable client relationships.

“Opening a new community office is about more than adding space; it’s about partnering with leaders who know their markets inside and out and who value a client-centric culture,” Harrington said. “Amber is a trusted leader, educator, community member, and mentor, and she has built a culture that resonates with both clients and high-caliber professionals.”

Analysts note that the Central Coast often presents a favorable mix of stable primary housing demand and premium second-home activity, supported by regional lifestyle amenities, scenic value, and a growing number of remote workers seeking coastal living. The Monterey office is positioned to capitalize on that combination by offering targeted marketing, sharper pricing insights, and a more localized advisory footprint for buyers and sellers alike.

What the Monterey Office Brings to Clients

• Local market coverage: Serving Monterey, Pacific Grove, Carmel, Pebble Beach and Marina with an integrated network that spans the coast.
• Community-focused leadership: Amber Russell brings decades of local experience, a mission-driven mindset, and a commitment to independent brands.
• Enhanced agent support: Clients benefit from FirstTeam’s collaboration tools, marketing resources and back-office support, while retaining an agent-first boutique feel.
• Primary and second-home focus: The Central Coast hub acts as a steady feeder for both primary residences and vacation-property transactions.

Operational Details and What’s Next

The Monterey office is positioned to expand its team gradually, with plans to recruit and onboard experienced agents who share a devotion to client service and local market knowledge. FirstTeam stressed that the new office will integrate seamlessly with its existing Southern California operations, creating a cohesive platform for referrals, cross-market collaborations, and resource sharing.

FirstTeam’s leadership signaled that this is only the beginning of a broader regional push along the West Coast. The company’s leadership cited ongoing demand for well-supported brokerages that empower independent professionals while delivering the scale and technology needed to compete in a fast-changing market.

Market Context: Real Estate Conditions on the Central Coast

Across California’s Central Coast, housing markets have demonstrated resilience amid shifting mortgage dynamics and inventory trends. While rates have fluctuated, buyers and investors continue to pursue properties in coastal towns that blend outdoor recreation with strong local amenities. The Monterey move aligns with a broader trend of national real estate brands partnering with locally rooted brokers to meet demand in high-interest-rate environments.

Industry watchers say the strategy could help FirstTeam attract clients who value a local voice backed by national backing, while giving Amber Russell a broader platform to grow her team and nurture ongoing professional development for agents in a competitive market.

Key Takeaways

• Strategic expansion: FirstTeam Real Estate opens a Monterey office on the Central Coast, expanding beyond Southern California.
• Leadership alignment: Amber Russell leads the local operation, bringing a strong community orientation and a history of independent branding.
• Market potential: The Central Coast offers both primary and vacation-home demand, with a pipeline for referral-driven growth.
• Brand collaboration: The partnership combines a boutique, agent-first ethos with FirstTeam’s resources and network.

As the real estate landscape evolves, observers will watch how firstteam real estate opens new markets without sacrificing the local nuance and client service that define successful brokerages. The Monterey launch is a telling example of how major brands are recalibrating to partner with locally rooted leaders who bring both market knowledge and a growth-friendly mindset.

For FirstTeam and Amber Russell, the path forward will hinge on maintaining a high-touch client experience while leveraging the company’s scale to support agents, expand marketing reach, and capture the momentum of both primary and vacation-home activity on the Central Coast.

This week’s launch underscores how firstteam real estate opens a new chapter for cross-market collaboration in a region known for its natural beauty, strong schools and enduring appeal to families and second-home buyers alike.