Keller Williams - Northern Michigan

What Keller Williams - Northern Michigan does

Keller Williams - Northern Michigan is a locally owned and operated franchise market center of Keller Williams Realty, LLC, headquartered in Traverse City, Michigan, serving home buyers and sellers in the Northern Michigan region. The entity is small in scale (6 employees), reflecting its status as a regional franchise office rather than a corporate or technology-led business. It does not produce its own technology platform; rather, it leverages the parent franchise's shared infrastructure, including the kw.com consumer marketplace, the KW Buy Sell Real Estate iOS/Android applications, an agent directory, a market center locator, and a content blog covering housing market updates. Specialty divisions covering Luxury, Land, Commercial, and Worldwide real estate are accessible through the parent brand, alongside the integrated Keller Home Loans mortgage origination service.

The business model follows the standard real estate brokerage franchise model: agents associated with the Northern Michigan market center close transactions and earn commissions, while a portion of gross commission income (the franchise/cap fee) flows to Keller Williams Realty, LLC in exchange for the brand, technology, training, and support infrastructure. The market center's GTM is dual-sided: recruiting real estate professionals to join the franchise (driven by the parent brand's 'Where Entrepreneurs Thrive' positioning and the thrive.kw.com funnel) and capturing consumer demand through the national kw.com property search platform, mobile apps, and locally focused agent relationships. Pricing to consumers for property search and agent matching is free; agent compensation splits and franchise fees are not publicly disclosed and vary by market center.

Notably, the data describes the franchise system broadly rather than the Northern Michigan office specifically — no office-level revenue, headcount leadership, M&A, or local product activity is available. The Northern Michigan office's competitive position is therefore largely a function of the parent franchise's brand, platform, and training ecosystem, applied to a specific regional housing market.

Name

Keller Williams - Northern Michigan

Legal name

Keller Williams Realty, LLC

Website

https://mc851.yourkwoffice.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

Keller Williams - Northern Michigan is a locally owned franchise market center of Keller Williams Realty, LLC, operating in Traverse City, Michigan to serve home buyers, sellers, and real estate agents in Northern Michigan under the global KW brand and technology platform.

Ownership category

akta.pro rank

Product category

Residential Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (5312), Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Real Estate Agents & Managers (For Others) (6531), Real Estate (6500)

akta.pro industry

PRIMARYBPAJAAAJ

Buyer Representation Services

Business & Public Services/Real Estate Services (Brokerage, Property Management)/Residential Real Estate Brokerage

Keywords

• Residential real estate brokerage
• Real estate franchise services
• Property search platform
• Home buyer representation
• Mortgage lending referrals

Headquarters

HQ city

Northern Michigan

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Real Estate Commission Fees: Keller Williams operates as a real estate brokerage franchise. Revenue is generated through transaction-based commissions on real estate sales facilitated by KW agents. Each independently owned office pays franchise fees to Keller Williams Realty LLC.
2. Franchise Licensing: Independently owned and operated KW offices pay licensing/franchise fees to use the Keller Williams brand, technology platform, and receive training and support.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Keller Williams - Northern Michigan is an independently owned and operated franchise office of Keller Williams Realty, LLC that provides residential real estate brokerage services to home buyers and sellers across Northern Michigan. The office leverages the parent brand's technology platform (kw.com website and KW mobile app) to enable property search and connect consumers with local KW agents, and offers integrated mortgage lending through Keller Home Loans for buyer financing.

Product overview

Keller Williams Realty operates as a franchise-based real estate company with a platform-plus-modules architecture centered on its main consumer website (KW.com). The core offering consists of property search and agent matching services, supplemented by specialized divisions for luxury properties, land, commercial real estate, and international services. The ecosystem includes complementary platforms for agent recruiting (KW Thrive), events management, stories/marketing, next-generation agent support, charitable giving, and merchandise. Keller Home Loans provides integrated mortgage services. The company also offers mobile applications for iOS and Android enabling on-demand property search and agent discovery. KW Cares represents the company's charitable foundation while KW Next Gen supports newer agents in the network.

Differentiator

Problem solved

Functional benefit

Brands

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

Products and services

• Home Buyer Representation Residential real estate buyer-agent services guiding consumers through property search, offer submission, negotiation, and closing in the Northern Michigan market.
• Home Seller Representation Listing and seller-agent services including property valuation, marketing, agent network exposure, and transaction management for residential sellers.
• Luxury Real Estate Services High-end property sales and buyer representation via the Keller Williams Luxury division for premium residential properties.
• Land Real Estate Services Sales and brokerage services for land and acreage properties through the KW Land division.
• Commercial Real Estate Services Commercial property sales and leasing services through the KW Commercial division.
• Mortgage Lending Referrals Integrated mortgage lending services through Keller Home Loans to help buyers secure faster loan approval and stronger purchase offers.
• International Real Estate Services Worldwide real estate services through the KW Worldwide division connecting clients with global property opportunities.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Keller Home LoanscoreGTM or Marketing PartnerKeller Home Loans (kwlends.com) is an integrated mortgage lending service within the Keller Williams ecosystem. It helps KW buyers obtain faster loan approval and stronger purchase offers, positioning it as a core GTM partner that enhances the overall value proposition for home buyers using KW agents.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• RE/MAX: Largest competing franchise-based residential real estate brokerage in the U.S. and globally. Operates the same franchise model (independently owned offices paying franchise fees), targets the same home buyers/sellers and recruits independent agents in the same way as Keller Williams.
• Coldwell Banker: Established franchise residential brokerage with global brand presence, comparable agent-recruitment GTM, and similar commission-driven revenue model. Directly comparable on luxury sub-brand and franchise structure.
• Century 21: Long-running franchise residential brokerage with global footprint. Competes directly on local office economics, brand-driven agent recruitment, and consumer-facing property search.
• HomeSmart: Franchise residential brokerage competing on agent commission splits and technology. Directly comparable to KW's franchise economics and agent-recruitment GTM.
• Better Homes and Gardens Real Estate: Franchise residential brokerage affiliated with a major media brand, comparable in model to KW with brand-driven lead generation and agent-attraction GTM.
• Sotheby's International Realty: Franchise brokerage focused on luxury and high-end residential, mirroring KW's Luxury Portfolio sub-brand. Particularly relevant for the luxury/second-home segment in Northern Michigan.
• Berkshire Hathaway HomeServices: Franchise residential brokerage leveraging a strong national brand umbrella, comparable agent-attraction model and full-service buyer/seller representation. Competes with KW for the same franchisee and consumer pool.

Emerging players

• eXp Realty: Cloud-based brokerage with global agent network and high commission splits. Competes directly with KW for agent recruitment and operates on a low-overhead franchise-like model.
• Redfin: Tech-led brokerage with consumer-facing search platform and salaried-plus-bonus agent model. Overlaps with KW on the consumer portal and mobile-app experience and on buyer/seller representation.
• Compass: Tech-forward brokerage combining agent-friendly economics with proprietary platform. Competes for productive agents via commission/equity packages and competes for sellers/buyers with digital tools, increasingly pressuring traditional franchise models.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/kwri
• YouTubeyoutube.com/@kellerwilliams
• Facebookfacebook.com/KellerWilliamsRealty
• LinkedInlinkedin.com/company/keller-williams---northern-michigan
• Instagraminstagram.com/kellerwilliamsrealty

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 - Northern Michigan