Keller Williams Realty, Inc.

What Keller Williams Realty, Inc. does

Keller Williams Realty, Inc. is a privately held U.S. residential and commercial real estate franchise company founded in 1983 and headquartered in Austin, Texas. It licenses a national network of independently owned and operated brokerage offices, each operating under the KW brand with local market autonomy. The firm serves home buyers, sellers, military families, luxury buyers, commercial clients, and licensed real estate agents, with the KW Heritage franchise alone representing approximately 10% market share in the San Antonio/Hill Country market, $1.5 billion in year-to-date sales volume, and 4,000+ customers annually.

KW's platform centers on KWSanAntonio.com and KW.com consumer portals, an agent CRM with free personalized websites, Dotloop digital contracts, and a suite of 18 mortgage and real estate calculators. The franchise delivers agent enablement through the IGNITE program (100+ hours of additional training), mentorship, and community programming (RED Day, Hearts and Hands). The corporate GTM is franchise-based: the franchisor monetizes through royalty and split economics on agent commissions, while agents at the franchisee level earn commission-based income on residential and commercial transactions. Recent product expansion includes KW Luxury, dedicated Hill Country and New Braunfels offices, and preferred-vendor partnerships spanning mortgage, title, inspection, insurance, staging, and moving services.

In 2026, KW made two significant platform-level moves: launch partnership on Cotality's Broker Listing Exchange (BLX) for broker-controlled listing data, and launch partnership on Zillow Preview for pre-market listing distribution. KW also co-led a buyer-lead distribution alliance with HomeServices of America and RE/MAX, forming a structural counter-bloc to Compass/Rocket/Redfin in a consolidating industry trending toward ~500,000-agent vertically integrated platforms. The same period brought material legal headwinds, with KW paying $20 million to settle the Batton antitrust case following the $1.8 billion NAR verdict, and franchise-level attrition including the Luvene Realty Group defection to Compass and the absorption of a 121-agent El Cajon franchisee by Coldwell Banker West.

Name

Keller Williams Realty, Inc.

Legal name

Keller Williams Realty, Inc.

Website

https://kwsanantonio.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Short description

Keller Williams Realty, Inc. is a privately held U.S. real estate franchise founded in 1983 and headquartered in Austin, Texas, licensing a national network of independently owned brokerage offices serving residential buyers, sellers, agents, and commercial clients via franchise royalties, commission splits, and technology fees.

Ownership category

akta.pro rank

Product category

Residential Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (53121), Offices of Real Estate Agents and Brokers (5312), Real Estate Property Managers (53131)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)

akta.pro secondary industries

Residential Real Estate Brokerage (Buy/Sell) (FSAEAJAA), Commercial Real Estate Brokerage (Leasing & Sales) (FSAEAJAB)

Keywords

• Residential real estate brokerage
• Real estate franchising
• Home buying services
• Property listing services
• Real estate agent services

Headquarters

HQ city

San Antonio

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Franchise Royalties: KW operates as a franchise company. Independently owned Keller Williams offices pay royalty fees and splits to the franchisor. Revenue is generated from agent commission splits and franchise fees.
2. Agent Commission Splits: Agents working at KW offices earn commissions on completed transactions, with a portion retained by the brokerage. KW San Antonio website indicates a focus on helping buyers and sellers complete real estate transactions.
3. Technology and Service Fees: KW provides technology platforms, training, and support services to agents for a fee, part of the franchise value proposition.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Keller Williams Realty, Inc. operates as a real estate franchise company whose independently owned offices provide residential and commercial property buying, selling, and renting services. Franchisees receive proprietary technology platforms, agent training, marketing tools, and listing distribution infrastructure (including integrations with Zillow Preview and Cotality's BLX), while delivering consumer-facing brokerage services through branded web portals such as KW.com and KWSanAntonio.com.

Product overview

Keller Williams Heritage operates primarily through its consumer-facing web platform KWSanAntonio.com, which integrates property search capabilities with featured listings and an agent directory. The offering includes home buying calculators as decision-support tools and a comprehensive agent training program called IGNITE for new licensees. The company also maintains a luxury property division (KW Luxury) and provides agent technology tools including Dotloop for digital contracts. Recent strategic launches include Zillow Preview (March 2026) as a launch partner, enabling pre-market listing visibility, and the Broker Listing Exchange (BLX) platform (May 2026) powered by Cotality's CoreAI for enterprise listing management and distribution.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Home Buying Services Agent-mediated residential home purchase services for individual buyers, including property search, pricing strategy, contract negotiation, and transaction support through closing.
• Residential Home Selling Services Agent-mediated residential home sale services for individual sellers, including listing setup, pricing strategy, marketing, and negotiation through closing.
• Rental Property Services Rental property search and rental listing services for tenants and landlords in the San Antonio market.
• KW Luxury Real Estate Services Specialized luxury real estate division of KW Heritage serving high-value property transactions, including estate and custom-built home sales in exclusive San Antonio neighborhoods.
• Commercial Real Estate Services Commercial brokerage services covering retail, office, and industrial leasing and investment transactions for commercial clients.
• Land and Ranch Real Estate Services Brokerage services for ranch, acreage, and land transactions including development opportunities in the San Antonio and Hill Country markets.

Quantifiable outcome

• $1.5 billion year-to-date sales volume for KW Heritage (San Antonio)
• +3 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

19 partnerships are on record, tiered core, major and preferred.

• Cotality (Broker Listing Exchange)coreTechnology or Integration · 12 May 2026Keller Williams is a launch partner for Cotality's Broker Listing Exchange (BLX), an enterprise listing management and distribution platform powered by Cotality's CoreAI technology. The platform gives brokerages direct control over listing data creation, standardization, and syndication across MLSs and portals. Cotality supports 80% of real estate transactions in North America with over 1 million agents using its technology daily.
• Zillow Group (Zillow Preview)coreStrategic or Co-development Partner · 17 March 2026Keller Williams is a launch partner for Zillow Preview, a product enabling agents to display pre-market listings exclusively on Zillow and Trulia before public MLS marketing. The feature includes elevated search placement, buyer connection tools, and a 10% commission bonus for transactions closed through Zillow's Preferred Agent network. Zillow has 235 million monthly unique users.
• HomeServices of AmericamajorStrategic or Co-development Partner · 17 March 2026HomeServices of America and Keller Williams are co-leading the buyer-lead distribution alliance competing against Compass/Rocket/Redfin. This structural alliance creates a competitive bloc in the changing brokerage landscape.
• RE/MAX (Lead Distribution Alliance)majorStrategic or Co-development PartnerPart of the competing buyer-lead distribution alliance (Zillow Preview/REMAX/Keller Williams/HomeServices) that creates structural advantages through preferential lead routing and escalating portal acquisition costs.
• GFS Home LoanspreferredOthersPreferred mortgage lender partner for KW San Antonio with contact Holden Hamilton. Provides mortgage services to KW clients.
• Key Title GrouppreferredOthersPreferred title services partner for KW San Antonio with contact Chris Black.
• Legacy Mutual MortgagepreferredOthersPreferred mortgage partner for KW San Antonio clients.
• Pilgrim MortgagepreferredOthersPreferred mortgage partner for KW San Antonio with contact Wes Kleckley.
• BPG InspectionspreferredOthersPreferred home inspection partner for KW San Antonio with contact Scott Emerson.
• Pillar to Post Home InspectorspreferredOthersPreferred home inspection partner for KW San Antonio with contact Jon Wilson.
• American Home ShieldpreferredOthersPreferred home warranty partner for KW San Antonio with contact Debbie Blackerby.
• Goosehead InsurancepreferredOthersPreferred home insurance partner for KW San Antonio with contact Danny Thompson.
• Texas Real Estate InstitutepreferredImplementation/ SI/ Consulting PartnerPreferred continuing education provider for KW agents, offering MCE classes taught by Garret Brandt (In-house Counsel) and Lisa Munoz (Broker of Record). Contact: Jeannette Garayua.
• 615 MediapreferredOthersPreferred listing and marketing services partner for KW San Antonio with contact Paul Farmer.
• Heritage Property ManagementpreferredOthersPreferred property management partner for KW San Antonio with contact Laura Valadez.
• To the Moon MovingpreferredOthersPreferred moving company partner for KW San Antonio with contact Adam Martinez.
• Two Men and a TruckpreferredOthersPreferred moving company partner for KW San Antonio with contact Doug Krause.
• Twist TourspreferredOthersPreferred listing marketing partner (staging/tours) for KW San Antonio.
• Set the Stage San AntoniopreferredOthersPreferred home staging partner for KW San Antonio with contact Faith Brown.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Coldwell Banker: Coldwell Banker is a major residential real estate franchise that competes directly with Keller Williams for agents and listings. It has demonstrated agent-recruitment success against KW franchisees (e.g., absorbing 121 agents from a KW El Cajon franchisee with $293M in volume).
• Better Homes and Gardens Real Estate: Better Homes and Gardens Real Estate is a residential franchise network with a brand-licensing model comparable to Keller Williams. Both compete for franchisee sign-ups and agent recruitment in suburban and mid-market U.S. geographies.
• Berkshire Hathaway HomeServices: Berkshire Hathaway HomeServices is a luxury-leaning residential brokerage franchise that competes with KW on premium market share and brand prestige. It is a co-leader of the buyer-lead distribution alliance alongside Keller Williams and RE/MAX.
• RE/MAX: RE/MAX is a global real estate franchise network that directly competes with Keller Williams in agent recruitment, franchise royalties, and residential brokerage services. Both operate franchise models with independently owned offices and similar commission structures. RE/MAX is part of the same KW-led buyer-lead distribution alliance.
• Redfin: Redfin is a technology-driven residential brokerage and portal that competes with Keller Williams on both listings distribution and direct consumer services. It is part of the Compass/Rocket/Redfin competing bloc against the KW/HomeServices/REMAX alliance.
• Compass: Compass is a tech-enabled residential brokerage that has been actively recruiting agents away from Keller Williams (e.g., Luvene Realty Group). It competes directly on technology platform quality, agent support, and luxury market share. Compass is leading the vertically integrated consolidation wave.
• eXp Realty: eXp Realty operates a cloud-based, agent-centric brokerage model that competes with Keller Williams for agent recruitment through lower overhead and equity participation. It is part of the consolidation wave (with NextHome) building a large-scale alternative to traditional franchise models.
• Sotheby's International Realty: Sotheby's International Realty is a luxury-focused residential brokerage franchise that directly competes with KW Luxury for high-net-worth buyers and sellers. Both operate franchise structures and emphasize brand prestige as a key differentiator.
• Century 21: Century 21 is a global real estate franchise network that directly competes with Keller Williams for franchisees, agents, and residential listings. Both operate similar franchise models and target independent agent recruitment as a primary growth lever.

Emerging players

• HomeSmart: HomeSmart is a fast-growing real estate brokerage that competes with Keller Williams in agent recruitment with a low-fee, tech-enabled model. While smaller in scale, it has been gaining share among independent agents seeking higher commission splits.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/jbsoldsa
• Facebookfacebook.com/KellerWilliamsHeritageSA
• LinkedInlinkedin.com/company/keller-williams-san-antonio

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Keller Williams Realty, Inc.