North Volume Media is proud to support other local businesses, entrepreneurs and innovators. Recently, we had the opportunity to connect with Zach Latinville, entrepreneur and Principal Broker at The Z Group—a relatively new real estate brokerage here in Plattsburgh. Visiting his office at 43 Durkee Street, Suite 601, you can see his attention to detail—from the brand palette coordinated green chairs to the room temperature water in the water cooler for easy chugging—no detail is left unattended. Through hard work and determination, Zach has made huge strides breaking into the local real estate business since opening his doors in 2018 and it was a pleasure getting to know him and his business a bit better.

Tell us about your background and why you decided to go into business?

The decision to get into real estate took virtually a lifetime to realize. I had always been involved one way or another when I was growing up. After my brief stint in college, I came home to start working in the cell phone business, before everyone had them. That quickly turned into a period of time I call ‘The Corporate Years’ and lasted approximately 10 years or so. After getting burned out from that I decided to go bartend for a bit and get back to ‘myself.’ While bartending, I had been approached by someone asking if I’d be interested in getting into real estate. After some brief chats with my wife we figured why not?.

I spent a few years with a local brokerage until deciding it was time to move on. I had always wanted to have something to call my own, make the choices on marketing and truly give everything I had to. And it was that decision that led to where I am today!  

How long have you been an entrepreneur?

I’ve been an entrepreneur for roughly five years or so. I began the entrepreneur lifestyle when I started woodworking and opened Rustic Designs by Z. My wife and I have some rentals that are mainly older run-down buildings that I love to rehab and freshen up. I realized then that detail work was my jam.

My current business is a full service real estate brokerage. We offer residential, commercial, investment and even leasing options. When Ben Stiller was filming locally, I was able to assist Ben and some of the cast in locating accommodations. It was a pretty incredible experience to meet him personally and to work with them all directly. So, basically, anything you may need when it comes to real estate, we’ve got you covered.

Photo by North Volume Media

Photo by North Volume Media

What are the advantages of owning your own company?

The lifestyles and freedoms are vast in the real estate industry. Very flexible—all while providing some of the most interesting hours of work! Let me explain. I love to wake up in the morning and cook breakfast for my wife and kids. Having the ability to have that time is a perk. Some days I’m out of the house and showing property at 7am, some days I don’t get home until 10pm and that could be any day of the week, all 7 days. Crazy hours? YUP. Would I change it for anything else? NOPE!

How did you get the background and skills necessary to run this type of business?

As I mentioned before, I’ve been involved with real estate for essentially my entire life. I grew up cleaning and maintaining apartment buildings. Minor repairs, clean ups, and monthly maintenance checks. Learning the numbers and how it all worked took some time. Now that I’m in it, I couldn’t imagine doing or being anywhere else.

Who do you seek advice from for your business?

I’ve got a few mentors I reach out to. Some locally, many from around the country. This is a beautiful area though very small relative to other markets. It helps having people to bounce ideas off.

How do you stay up-to-date on current trends that affect your business?

Staying up to date and staying ahead of the curve is a crucial piece to our business and culture. We aren’t afraid to do things differently, try new tactics, and appeal in ways not many people have even thought of.  

What is your management style?

My management style, I would consider it to be Democratic. I speak with the team on a thread for all of us. I encourage open communication and feedback on basically everything we do. We thrive together as a cohesive team and having that open communication and support ensures that to be.

Do you have employees? How many?

We currently have 3 agents with a couple more being prepared to hit the ground running.

How do you market your business?

My marketing style is very technology driven. North Volume Media developed our website which is both interactive and functional for anyone in the market for a home. Being able to stay up-to-date as homes come on the market is a critical piece and their assistance has made all the difference. You’ll see us on social media—Facebook, Instagram, and YouTube posting videos, market info, you name it. We have gear with The Z Group logo—developed by North Volume Media—on it available. We’re out there, in front of people and proud to be a part of the community.

Much of our marketing efforts are technology driven, but one of the most important pieces of our marketing is good old fashioned word-of-mouth. Previous clients passing our info along to friends and family. Those types of referrals absolutely means the world to us.

Business card and logo designed by North Volume Media

Business card and logo designed by North Volume Media


How has technology impacted how you conduct business in your industry?

Technology has been vital for us—especially in the beginning. The video production team at North Volume Media was incredible listening to the ideas I had in my mind and making them come to life. Being able to introduce our team to our social media followersIt’s how we were able to target and effectively market within the platforms that could benefit us the most.

Can you describe your customers or target audience?

Our target audience is pretty broad. We’ve put together a team who can help the 19 year old savvy investor all the way to the newly retired couple ready to move into the next chapter of their lives.

Why should your customers choose you over your competitors?

Why choose us? Whether you’re buying your first home, upgrading your home because your family is growing, or, now that your family has grown and it’s time for something a bit smaller, we’re here to be sure it stays stress and drama free. We want you to focus on these next steps and leave the hard work to us!

What does the future look like for The Z Group?

The future of The Z Group is ever evolving. We’re growing with the trends, the markets, and most importantly, for our clients. Be prepared for additional branches growing out of this tree.

Photography, Graphic Design, Video Production, Logo Design, Print Collateral