Keller Williams Realty, Sonoran Living

What Keller Williams Realty, Sonoran Living does

Keller Williams Realty, Sonoran Living is a locally owned franchise office of the Keller Williams Realty, LLC network, operating in the Phoenix, Arizona metropolitan area. The office was established in 1997 and employs 172 staff supporting real estate agent activity in the local market under the brand "KW Foothills." It functions as a consumer-facing residential brokerage serving individual home buyers and sellers in the Phoenix metro, with agents operating as independent franchisees under the broader Keller Williams brand umbrella.

The underlying technology platform is provided at the franchise-system level and consists of a cloud-based property search and agent-matching application delivered via the kw.com website and mobile apps on iOS and Android. The platform supports property search by geography (city, neighborhood, postal code, school district, metropolitan area), filtering by sale type and status, agent discovery by name or location, and market insights delivered through a blog content engine. The website is localized in 30+ languages. Adjacent franchise sub-brands extend the platform into vertical categories including luxury properties (luxury.kw.com), land and acreage (kwland.com), commercial real estate (kwcommercial.com), and international transactions (kwworldwide.com). Mortgage origination is integrated through Keller Home Loans (kwlends.com).

The revenue model is transaction-based, driven by commissions on residential real estate transactions closed by KW agents operating under the Sonoran Living franchise. Agents pay franchise fees and commission splits to the franchisor (Keller Williams Realty, LLC) in exchange for access to the brand, technology platform, training infrastructure (thrive.kw.com), events programming (events.kw.com), marketing tools, and lead generation support. Additional revenue at the system level includes subscription and recurring revenue from training, events, and proprietary tools. Pricing is negotiated per transaction and is not publicly disclosed. Customer segments are highly fragmented, spanning first-time buyers, move-up buyers, sellers, and luxury buyers across the Phoenix metro, with no enterprise anchor accounts.

Name

Keller Williams Realty, Sonoran Living

Legal name

Keller Williams Realty, LLC

Website

https://kwfoothills.yourkwoffice.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

101–250 employees

Short description

Keller Williams Realty, Sonoran Living is a locally owned franchise office of the Keller Williams Realty network, operating a residential real estate brokerage in Phoenix, Arizona with 172 employees serving home buyers, sellers, and independent agents under the KW brand.

Ownership category

akta.pro rank

Product category

Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (53121), Mortgage and Nonmortgage Loan Brokers (522310)

SIC

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

akta.pro primary industry

Buyer Representation Services (BPAJAAAJ)

akta.pro secondary industries

Retail Brokerage (BPAJABAB), Retail Residential Mortgage Brokers (Purchase & Refinance) (FSALABAA)

Keywords

• Residential real estate
• Real estate brokerage
• Property search platform
• Franchise real estate
• Home mortgage lending

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Franchise Fees: Independent real estate agents and offices pay franchise fees to operate under the Keller Williams brand. Fees typically include initial franchise fees and ongoing royalty/commission splits.
2. Transaction-based Commissions: KW agents earn commissions on real estate transactions. The company benefits through franchise commission splits on transactions closed by KW agents.
3. Technology and Training Services: Additional revenue streams from training platforms (thrive.kw.com), events (events.kw.com), and proprietary tools for agents.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Keller Williams is a franchise-based real estate brokerage that provides residential property search, agent matching, and transaction services through independently owned local offices and a digital platform (kw.com plus mobile apps). The company earns revenue primarily from franchise fees and commission splits on real estate transactions, supplemented by mortgage lending through Keller Home Loans and specialized divisions for luxury, land, commercial, and international properties.

Product overview

Keller Williams Realty operates as a franchise-based real estate brokerage offering a platform-plus-sub-brands architecture. The core product is the kw.com website providing property search, agent discovery, and market insights. The portfolio includes specialized sub-brands for luxury properties (Keller Williams Luxury), land (KW Land), commercial real estate (KW Commercial), and international properties (KW Worldwide). Additional offerings include the KW Mobile App for on-demand property insights, Keller Home Loans for mortgage financing, and a Blog section for market updates and homebuyer education.

Differentiator

Problem solved

Functional benefit

Brands

• Keller Williams Luxury: Luxury real estate division serving high-value property markets
• Keller Williams Land
• Keller Williams Commercial
• Keller Williams Worldwide
• Keller Home Loans
• KW Cares
• KW Next Gen

Products and services

• Keller Williams Website (kw.com) Main online platform enabling property search, agent discovery, and market insights for home buyers and sellers; the consumer-facing entry point to the KW franchise.
• Keller Williams Luxury Luxury real estate division specializing in high-value residential properties and premium client services for affluent buyers and sellers.
• Keller Williams Land Specialized platform for land and undeveloped property transactions serving buyers and sellers of rural, acreage, and development land.
• Keller Williams Commercial Commercial real estate services platform for business properties, office spaces, and investment properties, providing valuation, lease, and sale negotiation support.
• Keller Williams Worldwide International real estate services connecting clients with global property opportunities across multiple countries.
• Keller Home Loans In-house mortgage lending service offering home loan solutions to help buyers secure financing faster and strengthen purchase offers.
• KW Mobile App Mobile application providing real estate insights, property search, and agent discovery on iOS and Android devices.

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Keller Home LoanscoreStrategic or Co-development PartnerKeller Home Loans is KW's in-house mortgage lending service that helps home buyers secure faster loan approval and stronger purchase offers. This vertical integration provides KW agents and clients with streamlined financing options, creating a more comprehensive real estate service offering.
• Apple App StoreminorChannel Partner/ Reseller/ DistributorKW mobile application distributed through Apple App Store for iOS users to access property search and agent finder functionality.
• Google Play StoreminorChannel Partner/ Reseller/ DistributorKW mobile application distributed through Google Play Store for Android users to access property search and agent finder functionality.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Compass: Tech-enabled national real estate brokerage that recruits experienced agents with aggressive commission splits and proprietary marketing/technology tools. Represents the most direct competitive threat to KW's franchise value proposition in higher-end metro markets.
• Coldwell Banker: Established national residential real estate franchise with affiliated independent agents, comparable brokerage technology, and a similar mix of franchise fees and transaction commissions. Competes with KW for agent recruitment and listing inventory in the Phoenix market.
• eXp Realty: Cloud-based real estate brokerage using a 100% commission split model with low overhead and a revenue-sharing affiliate structure. Competes head-to-head with KW for agent recruiting by offering higher agent take-home and global agent network.
• HomeSmart: US real estate brokerage with a strong Southwest and Phoenix presence and an agent-centric compensation model. Competes directly with KW Sonoran Living for local market share in the Arizona metro.
• Sotheby's International Realty: Global luxury real estate franchise that competes directly with KW Luxury for high-net-worth listings and affluent buyer representation. Comparable as a specialty sub-brand targeting the luxury segment that KW also pursues.
• Better Homes and Gardens Real Estate: Real estate franchise network affiliated with a major consumer media brand, offering agent recruitment, technology, and franchise economics comparable to KW. Competes for agents in suburban and mid-tier markets similar to Phoenix's Sonoran region.
• Century 21 Real Estate: Long-standing global real estate franchise system with an agent-affiliation and franchise-fee model closely paralleling Keller Williams. Directly comparable on geographic coverage, brand recognition, and target agent profile.
• RE/MAX: One of the largest global real estate franchise networks with a similar agent-recruitment, franchise-fee, and commission-split model. Directly comparable as a competing franchisor recruiting independent agents into a branded network across the US and internationally.
• Berkshire Hathaway HomeServices: National real estate franchise network backed by a major consumer brand, offering affiliated agents similar franchise services, training, and commission economics. Competes for high-quality agents and premium listings across US metros.

Others

• Zillow Group: Largest US residential real estate search and lead-generation platform. Not a franchisor, but a critical ecosystem participant whose consumer traffic, Premier Agent advertising, and Zillow Homes iBuying program directly shape KW Sonoran Living's lead pipeline and competitive dynamics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights5 records

Customer concentration

• Xx.com/kwri
• YouTubeyoutube.com/@kellerwilliams
• Facebookfacebook.com/KellerWilliamsRealty
• LinkedInlinkedin.com/company/keller-williams-realty-sonoran-living
• Instagraminstagram.com/kellerwilliamsrealty

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 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, Sonoran Living