The Group
The Group, Inc. is an employee-owned Northern Colorado real estate brokerage founded in 1976, serving residential and commercial buyers and sellers across nine offices with integrated mortgage, title, property management, and insurance affiliates.
- Company typePrivate
- Founded1976
- HeadquartersFort Collins, United States
- Headcount251–500
- GTM typeB2C
- OfferingServices
What The Group does
The Group, Inc. is a Fort Collins, Colorado-based, employee-owned real estate brokerage founded in 1976 that operates across Northern Colorado with nine offices in Fort Collins, Loveland, Timnath, Greeley, Windsor, Steamboat Springs, and Hayden. The firm employs more than 240 Realtor-owners and serves residential buyers and sellers, commercial property clients, first-time homebuyers, relocation customers (corporate, personal, and military), and new construction buyers. Its core product is full-service residential and commercial brokerage representation, augmented by a property search platform, monthly market reports, the long-running Real Estate Insider newsletter, and an annual forecast event.
The business operates a transaction-based commission model on closed deals, supplemented by an integrated stack of affiliated services: Group Mortgage LLC (a joint venture with Cornerstone Home Lending providing in-house lending), Guaranteed Title Group (title and escrow), The Source Property Management (more than 600 managed properties), and Collective Insurance Group. The firm also created the Ninja Selling methodology through founder Larry Kendall; the curriculum is endorsed by the National Association of Realtors and is taught to Realtors across the U.S., functioning as proprietary intellectual property.
Disclosed scale signals include $2.29B in 2020 sales volume, $3.3B in combined 2021 sales volume following the acquisition of Colorado Group Realty, 3,550 transaction sides in 2022, a 226th-place Real Trends national ranking in 2022, and 35 Group agents plus 9 teams recognized on the 2023 RealTrends America's Best list. Marketing relies on a mix of content (blog, newsletter, market reports), an annual forecast event drawing approximately 1,000 attendees, social media, SEO, and memberships in LeadingRE and Luxury Portfolio International.
The Group firmographics
Firmographics- Name
- The Group
- Legal name
- The Group, Inc.
- Website
- https://thegroupinc.com
- Company type
- Private
- Founded year
- 1976
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- The Group, Inc. is an employee-owned Northern Colorado real estate brokerage founded in 1976, serving residential and commercial buyers and sellers across nine offices with integrated mortgage, title, property management, and insurance affiliates.
- Ownership category
- akta.pro rank
The Group industry classification
Industry- Product category
- Residential Real Estate Brokerage
- NAICS
- Offices of Real Estate Agents and Brokers (53121), Mortgage and Nonmortgage Loan Brokers (522310), Other Activities Related to Real Estate (531390)
- SIC
- Real Estate Agents & Managers (For Others) (6531), Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)
- akta.pro secondary industries
- Tenant Representation & Corporate Services Brokerage (BPAJABAJ), Residential Investment Property Brokerage (SFR/Small Multifamily) (BPAJAAAE), Retail Residential Mortgage Brokers (Purchase & Refinance) (FSALABAA)
Keywords
Where The Group is headquartered
LocationHeadquarters
- HQ city
- Fort Collins
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
The Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Real Estate Commission: Traditional real estate brokerage commissions on property sales and purchases. Agents earn commissions on completed transactions for both buyers and sellers. The company generates revenue through agent production and affiliated business partners including mortgage, title, and property management services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard real estate commission services |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
The Group product offering
Product offeringCore offering
The Group is a Northern Colorado real estate brokerage offering residential and commercial brokerage, in-house mortgage lending, title and escrow, property management, and relocation services. The company operates through an employee-owned model with 240+ partners across 9 offices serving home buyers, sellers, and businesses across the Fort Collins region. Standalone paid offerings include the Ninja Selling training course sold to other Realtors.
Product overview
The Group Real Estate operates as a single-region residential and commercial real estate brokerage centered in Northern Colorado. The core offering is full-service residential real estate (buying and selling), supplemented by commercial real estate, new construction buyer representation, and in-house mortgage services via Group Mortgage LLC. The company also provides an online property search platform and publishes monthly market reports, the Real Estate Insider newsletter, and an annual forecast. Affiliated partners deliver title insurance (Guaranteed Title Group), property management (The Source Property Management), and insurance (Collective Insurance Group). The company also developed Ninja Selling, a sales methodology now taught nationally. Nine offices serve communities including Fort Collins, Loveland, Greeley, Windsor, Timnath, Berthoud, and Steamboat Springs.
Differentiator
Problem solved
Functional benefit
Brands
- Group Mortgage, LLC: A full-service mortgage banker founded as a joint venture between The Group Real Estate and Cornerstone Home Lending, Inc.
- Guaranteed Title Group
- Ninja Selling
- The Source Property Management
- Collective Insurance Group
- Group Mortgage
Products and services
- Residential Real Estate Brokerage
Quantifiable outcome
- Sales volume of $2.29 billion in 2020
- +3 more outcomes
Companies that use The Group
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles4 records
The Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
The Group partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Leading Real Estate (LeadingRE)coreLeadingRE is a global network of real estate companies. The Group Real Estate is a member of LeadingRE, which provides marketing resources, technology tools, and industry recognition. The partnership enhances The Group's ability to serve clients with global connections and provides awards and recognition opportunities.
- Luxury Portfolio InternationalcoreLuxury Portfolio International is a global network specializing in luxury real estate. The Group's membership provides exposure for high-value property listings to an international audience of luxury home buyers.
- Group Mortgage, LLCcoreGroup Mortgage LLC is a joint venture between The Group Real Estate and Cornerstone Home Lending, Inc. The venture was formed to provide better customer service and smoother communication throughout the home-buying process. With in-house processing, underwriting, and funding, they are committed to on-time closings and a streamlined home-financing experience.
- Guaranteed Title GroupcoreGuaranteed Title Group provides title insurance and closing services, ensuring clear title is delivered on homes. They work closely with The Group's Realtors and escrow staff to assure that documents and figures are correct and delivered on time, preventing surprises at closing.
- Ninja SellingcoreNinja Selling is a sales system developed at The Group Real Estate by Larry Kendall, founder of the company. The system is based on building relationships, listening to customers, and helping them achieve their goals. The Ninja Selling course has been endorsed by the National Association of Realtors and is taught to Realtors throughout the U.S.
- The Source Property ManagementminorThe Source Property Management is responsible for helping manage more than 600 properties. They employ a team committed to providing superior property management services and convenience to property owners and tenants across Northern Colorado.
- Collective Insurance GroupminorCollective Insurance Group provides comprehensive insurance coverage tailored to specific needs including home and auto insurance, small business coverage, and home warranties. They offer competitive rates and optimal coverage options through their extensive network of trusted carriers.
- Cornerstone Home Lending, Inc.coreCornerstone Home Lending, Inc. is the joint venture partner in Group Mortgage LLC. Together with The Group Real Estate, they formed the mortgage company to provide customers with a trusted lending source and better service experience.
- Colorado Group RealtycoreColorado Group Realty was acquired by The Group Real Estate on August 1, 2022. The acquisition expanded The Group's presence to the Steamboat Springs resort region with main and secondary offices in Steamboat and Hayden, adding 95 agents and staff. The combined entity had $3.3 billion in sales volume in 2021 and controlled nearly 29% of the local market.
Scale indicators7 records
Recent moves10 records
Expansion highlights5 records
The Group competitors and assessment
Company assessmentDirect peers
- Compass: Tech-forward national brokerage that competes for top agents via high commission splits and proprietary platform. Comparable in residential transaction services and as a direct competitor for high-producing agents in The Group's markets.
- RE/MAX: Global real estate franchise with a transaction-commission model and agent-led structure. Comparable to The Group in core residential brokerage services, agent-ownership economics, and integrated mortgage/title referrals through affiliated partners.
- eXp Realty: Cloud-based brokerage offering high commission splits and an agent equity program. Directly comparable to The Group on agent economics, residential brokerage services, and as a recruiting threat in Northern Colorado.
- Weichert Realtors: Family-owned brokerage with affiliated mortgage, insurance, and title services across the Mid-Atlantic and beyond. Comparable integrated service stack and transaction-commission model to The Group.
- HomeSmart: Large national brokerage known for high agent commission splits and technology-driven operations. Comparable in residential brokerage services and in competing for agent talent against The Group.
- Keller Williams Realty: Largest agent-centric real estate brokerage in the U.S., with a profit-sharing/ownership-style model and heavy training culture. Highly comparable to The Group's employee-ownership ethos and reliance on agent production for transaction revenue.
- Coldwell Banker: Established national residential and commercial brokerage with affiliated mortgage and title services. Comparable in product mix, commission-based revenue, and reliance on local affiliated agents and offices.
- Berkshire Hathaway HomeServices: National real estate franchise network offering residential and commercial brokerage with affiliated mortgage, title, and insurance services. Comparable to The Group's integrated service stack and franchise-style distribution model.
- Howard Hanna Real Estate: Large family/regional real estate company with integrated mortgage, title, and insurance services. Closely comparable to The Group on regional scale, integrated services, and transaction-led revenue model.
Regional players
- Windermere Real Estate: Privately held regional brokerage serving the Pacific Northwest with a similar locally owned, agent-led model. Comparable in ownership structure and regional brokerage operations, though operating in a different geography.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
The Group social profiles
Digital presenceThe Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Group leadership team
Management profileNumber of profiles
Profiles3 records
The Group subsidiaries and ownership
Company hierarchySubsidiaries1 record
The Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Group M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Group
What does The Group do?
The Group is a Northern Colorado real estate brokerage offering residential and commercial brokerage, in-house mortgage lending, title and escrow, property management, and relocation services. The company operates through an employee-owned model with 240+ partners across 9 offices serving home buyers, sellers, and businesses across the Fort Collins region. Standalone paid offerings include the Ninja Selling training course sold to other Realtors.
Is The Group a public or private company?
The Group is a private company. It is classified as management employee owned and is currently operating.
When was The Group founded?
The Group was founded in 1976. It employs 251 to 500 people.
Where is The Group based?
The Group is headquartered in Fort Collins, United States, in the North America region.
How does The Group make money?
One revenue line is on record: real Estate Commission.
Who are The Group's main competitors?
Direct peers on record are Compass, RE/MAX, eXp Realty, Weichert Realtors, HomeSmart, Keller Williams Realty, Coldwell Banker, Berkshire Hathaway HomeServices and Howard Hanna Real Estate. Windermere Real Estate is listed as a regional player.
Does The Group have an API?
No public API is recorded for The Group.
What industry is The Group in?
The Group's product category is Residential Real Estate Brokerage. Its primary akta.pro industry code is BPAJAAAA, Traditional Residential Brokerage (Existing Homes), with a secondary code of BPAJABAJ, Tenant Representation & Corporate Services Brokerage. Its NAICS code is 53121 and its SIC code is 6531.