Keller Williams Realty

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

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

• Real estate franchise
• Residential brokerage services
• Real estate technology
• Agent training programs
• Property lead generation

Headquarters

HQ city

Asheville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Franchise Fees: Fees charged to market center operators and franchisees for using the KW brand, systems, and technology platform
2. Agent Commission Splits: Revenue from commission arrangements with agents operating under the KW brand
3. 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

Core 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

Named customers2 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

AI capability7 records

Feature7 records

Partnerships

Four partnerships are on record, tiered core.

• Lone Wolf TechnologiescoreTechnology or IntegrationTechnology integration partner providing real estate software solutions for KW agents and brokerages.
• CotalitycoreTechnology or IntegrationTechnology integration partner offering data and analytics solutions for real estate operations.
• CanvacoreTechnology or IntegrationEnterprise relationship with Canva design platform, providing KW agents access to visual marketing tools and templates.
• ZillowcoreGTM or Marketing PartnerZillow 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

Direct 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

• YouTubeyoutube.com/playlist?list=PLtBFTfPqc0cnN2mAxV5RBYbuxIjoTA9hd
• Xx.com/kwavl

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries11 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