SPOTLIGHT ON | THE GROUP INC.’S IN-HOUSE VIDEO DEPARTMENT
“We’re excited to raise the bar and deliver cinematic video to our clients.” – Tom Flanagan, The Group Inc. Chief Technology Officer
THE GROUP’S IN-HOUSE VIDEO DEPARTMENT For more than four decades, The Group, Inc. has prided itself on staying ahead of the real estate industry’s innovation and technology curves. The employee-owned company’s latest addition is an in-house video department. Already a popular marketing medium — roughly 55% of people stream online every day — video is poised to be the dominant means by which consumers get information. By 2019, an estimated 80% of consumer Internet traffic will be people watching online videos. But what does that have to do with real estate? With multi-dimensional storytelling that includes visuals and music, when done right, videos have the power to engage audiences emotionally. According to The Group’s Chief Technology Officer Tom Flanagan, it’s that power that makes the medium the perfect fit for the real estate industry, particularly a company like The Group. “That’s what we do at The Group. We tell stories: about the community, about the marketplace, and about the homes we’re selling,” says Flanagan.
4 ︱ Northern Colorado Real Estate SOURCE
True to its forward-thinking ethos, the Group has committed whole-heartedly by launching an in-house department equipped with the best hardware and software available. Two months ago, long-time freelancer Brian Martinez joined The Group as a full-time employee, tasked with the mission of crafting cinematic videos about properties, community, and the company itself. “The Group realizes the importance of video in marketing with how our world is. They see the ease of consuming a short video. So, instead of having me continue to freelance for individual agents, they decided to bring me on board full-time. They wanted someone they would have full access to,” says Martinez.
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