Keller Williams Realty
- Company typePrivate
- Founded1983
- HeadquartersAsheville, United States
- Headcount5,001–10,000
- GTM typeB2B
- OfferingServices
Keller Williams Realty firmographics
Firmographics- Name
- Keller Williams Realty
- Legal name
- Keller Williams Realty, LLC
- Website
- https://kwri.kw.com
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Ownership category
- akta.pro rank
Keller Williams Realty industry classification
Industry- Product category
- Real Estate Franchise Services
- NAICS
- Offices of Real Estate Agents and Brokers (53121)
- SIC
- Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)
- akta.pro secondary industries
- Commercial Real Estate Brokerage (Leasing & Sales) (FSAEAJAB), Closing Coordination & Transaction Management (Broker/Agent Support) (BPAJAOAH)
Keywords
Where Keller Williams Realty is headquartered
LocationHeadquarters
- HQ city
- Asheville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Keller Williams Realty business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Franchise Fees: Fees charged to market center operators and franchisees for using the KW brand, systems, and technology platform
- Agent Commission Splits: Revenue from commission arrangements with agents operating under the KW brand
- Technology Platform Fees: Fees from agents and brokerages for access to Command CRM, KW MarketPlace, and other technology tools
Go-to-market motion3 records
Distribution channels1 record
Marketing channels7 records
Keller Williams Realty product offering
Product offeringCore offering
Keller Williams Realty operates the world's largest real estate franchise by agent count, licensing its brand, KW Command technology platform, and proprietary business systems to independent agents and market center operators. The company provides a cloud-based CRM plus transaction management platform, training and coaching programs (KW University, KW MAPS Coaching), and a marketplace of third-party integrations to enable real estate professionals to build and scale their businesses across the U.S. and 60+ countries.
Product overview
Keller Williams operates a platform-plus-modules architecture centered on KW Command®, a smart CRM-plus platform built around the agent-centric Leads-Listings-Leverage framework. Supporting the core platform are training/coaching modules (KW University, KW MAPS Coaching, KW Labs innovation hub), marketplace extensions (KW MarketPlace with 200+ vendor integrations), communication/automation tools (KWIQ generative AI assistant, KW Connect LMS), charitable programs (KW Cares®), and events (Mega Camp, Family Reunion). Recent expansions include the Michael Lewis Marketing Suite acquisition and integration partnerships with Canva, Lone Wolf Technologies, Google Gemini, and other AI-driven tools. The ecosystem serves 165,000+ agents across 1,000+ market centers.
Differentiator
Problem solved
Functional benefit
Brands
- KW Command: Smart CRM-plus platform for real estate agents with lead generation, listing marketing, and business automation capabilities
- KW Cares
- KW Labs
- KW Connect
- KWIQ
- KW MAPS Coaching
- Mega Camp
- RED Day
- Keller Williams Worldwide
- Command Launchpad
- KW MarketPlace
- KW Red Label
- KW Next Gen
- Keller Podcast Network
Products and services
- KW Command A smart CRM-plus platform providing lead generation (Leads), listing marketing (Listings), and business automation (Leverage) tools for real estate agents. It is the proprietary central hub for agent transactions, enabling management of the full real estate business workflow.
- KWIQ Keller Williams' generative AI-powered real estate assistant providing agents with AI-driven insights and automation capabilities across the KW ecosystem.
- KW Connect An LMS-plus platform providing learning management system capabilities for agent training and development within the KW ecosystem.
- KW MarketPlace An app store for Command where KW-affiliated agents can activate third-party software, featuring products and services from over 200 vendor partners to improve their business.
- KW MAPS Coaching KW's coaching program providing agents with business coaching, models, systems, and mentorship for building successful real estate businesses.
- KW University KW's training platform providing industry-leading education through KW University and various training programs for agent professional development.
- Keller Home Loans KW's mortgage lending service providing home loan products to KW agents and their clients.
- Michael Lewis Marketing Suite Acquired marketing services platform providing full-service list-to-close marketing solutions including brand strategy, graphic design, print solutions, and consulting. Supports 130,000+ KW-affiliated agents with 800+ custom designs.
- Command Launchpad A development hub where developers can build secure integrations with KW Command. Solutions that reach critical mass drive broader platform collaboration.
Quantifiable outcome
- $370.8 billion in U.S. sales volume
Companies that use Keller Williams Realty
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles2 records
Keller Williams Realty technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
AI capability7 records
Feature7 records
Keller Williams Realty partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Lone Wolf TechnologiescoreTechnology integration partner providing real estate software solutions for KW agents and brokerages.
- CotalitycoreTechnology integration partner offering data and analytics solutions for real estate operations.
- CanvacoreEnterprise relationship with Canva design platform, providing KW agents access to visual marketing tools and templates.
- ZillowcoreZillow Preview partnership providing KW agents with enhanced listing visibility and lead generation through Zillow's platform.
Scale indicators7 records
Recent moves10 records
Expansion highlights6 records
Keller Williams Realty competitors and assessment
Company assessmentDirect peers
- RE/MAX: One of the largest global real estate franchisors with a comparable franchise-agent model and similar international footprint. Directly competes with KW for franchisees and agents across U.S. and global markets.
- Compass: Tech-forward real estate brokerage that competes for top-producing agents and has pursued M&A rollups (including its RE/MAX acquisition attempt). Comparable target market of entrepreneurial agents but with an integrated (non-franchise) model.
- Sotheby's International Realty: Luxury-focused real estate franchise. Competes with KW at the high end of the market where KW-affiliated teams also operate; comparable global franchise-distribution model.
- Coldwell Banker: Long-established real estate franchise owned by Anywhere Real Estate (formerly Realogy). Competes head-to-head with KW in residential brokerage franchise recruitment and agent mindshare.
- Century 21: Global real estate franchise under Anywhere Real Estate. Directly comparable franchise model and international presence; competes with KW in agent recruitment and brand positioning.
- eXp Realty: Cloud-based, agent-ownership-centric brokerage that competes directly for KW's entrepreneurial agent segment. Operates a low-overhead, technology-enabled model that pressures KW's franchise economics.
- Better Homes and Gardens Real Estate: Real estate franchise owned by Anywhere Real Estate with a lifestyle-brand positioning. Directly comparable franchise model targeting agents and market center operators.
- Berkshire Hathaway HomeServices: Real estate franchise network leveraging the Berkshire Hathaway brand. Competes with KW in the premium residential segment and in franchise expansion across U.S. and select international markets.
Others
- Zillow: Largest U.S. real estate consumer platform and Zillow Group operator. Functions as a distribution partner (Zillow Preview) and competitive force for KW agents' listing exposure and lead generation; not a franchise competitor but adjacent ecosystem participant.
Broad incumbents
- Redfin: Tech-driven residential brokerage and consumer portal. Competes with KW agents on listing exposure and consumer mindshare, though it operates an integrated (not franchise) brokerage model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Keller Williams Realty social profiles
Digital presenceKeller Williams Realty compliance and trust
Trust signalCompliance2 records
Keller Williams Realty financial estimates
Financial estimateRevenue estimate
Valuation estimate
Keller Williams Realty leadership team
Management profileNumber of profiles
Profiles14 records
Keller Williams Realty subsidiaries and ownership
Company hierarchySubsidiaries11 records
Keller Williams Realty funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Keller Williams Realty M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Keller Williams Realty
What does Keller Williams Realty do?
Keller Williams Realty operates the world's largest real estate franchise by agent count, licensing its brand, KW Command technology platform, and proprietary business systems to independent agents and market center operators. The company provides a cloud-based CRM plus transaction management platform, training and coaching programs (KW University, KW MAPS Coaching), and a marketplace of third-party integrations to enable real estate professionals to build and scale their businesses across the U.S. and 60+ countries.
Is Keller Williams Realty a public or private company?
Keller Williams Realty is a private company. It is classified as venture growth investor backed and is currently operating.
When was Keller Williams Realty founded?
Keller Williams Realty was founded in 1983. It employs 5,001 to 10,000 people.
Where is Keller Williams Realty based?
Keller Williams Realty is headquartered in Asheville, United States, in the North America region.
How does Keller Williams Realty make money?
Three revenue lines are on record. Franchise Fees are the primary driver. The others are agent Commission Splits and technology Platform Fees.
Who are Keller Williams Realty's main competitors?
Direct peers on record are RE/MAX, Compass, Sotheby's International Realty, Coldwell Banker, Century 21, eXp Realty, Better Homes and Gardens Real Estate and Berkshire Hathaway HomeServices. Zillow is listed as an others. Redfin is listed as a broad incumbent.
Does Keller Williams Realty have an API?
Yes. Keller Williams offers developer tools and APIs through KW DevHub, enabling third-party integrations with KW Command. Developers can build integrations once and connect at scale across the platform used by thousands of agents. The platform supports API-based integrations for lead generation (Facebook, Instagram, Spacio, Fello), listing marketing workflows (Canva, Rejig.ai, CloudCMA), and business automation (RemyAI, Google Gemini, BrokerBot). Integration applications can be submitted via share.hsforms.com. Developer documentation is at devhub.kw.com.
What industry is Keller Williams Realty in?
Keller Williams Realty's product category is Real Estate Franchise Services. Its primary akta.pro industry code is BPAJAAAA, Traditional Residential Brokerage (Existing Homes), with a secondary code of FSAEAJAB, Commercial Real Estate Brokerage (Leasing & Sales). Its NAICS code is 53121 and its SIC code is 6531.