Keller Williams Legacy Group

What Keller Williams Legacy Group does

Keller Williams Legacy Group operates as a market center under the Keller Williams Realty, LLC franchise system, a privately held residential and adjacent real estate brokerage headquartered in Austin, Texas and founded in 1996. The parent organization serves home buyers, sellers, and affiliated real estate professionals through a franchise and independent contractor model that spans more than 200,000 agents worldwide.

The Keller Williams product portfolio extends well beyond traditional brokerage and includes KW Luxury, KW Commercial, KW Land, KW Worldwide, KW Next Gen, KW Red Label, Keller Home Loans, KW Cares, KW Agent Storie, and a KW-branded mobile application. KW Worldwide supports operations in more than 30 languages and regions outside the United States. Keller Home Loans extends the offering into mortgage origination, while the dedicated mobile app supports consumer property search and agent connectivity across the network.

The business model is built on agent affiliation, transaction-based commission revenue, and franchise-level economics. Agents operate as independent contractors under the Keller Williams brand and tools stack, while market centers like Legacy Group are responsible for local recruiting, production, and culture. Monetization flows from gross commission income on individual transactions, ancillary services such as mortgage origination, and brand-level economics captured at the franchisor and franchisee levels.

Name

Keller Williams Legacy Group

Legal name

Keller Williams Realty, LLC

Website

https://nikigreen.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

101–250 employees

Short description

Keller Williams Legacy Group is a market center franchise under Keller Williams Realty, LLC, serving home buyers, sellers, and affiliated real estate agents through brokerage, mortgage, luxury, commercial, and land service lines in the global KW network.

Ownership category

akta.pro rank

Product category

Residential 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 brokerage
• Real estate franchise services
• Property search platform
• Agent matching services
• Integrated mortgage lending

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Real Estate Commission (Transaction Fee): Keller Williams operates as a franchise company where independent market centers and agents facilitate real estate transactions. Revenue is generated through commissions on completed property sales, with each Keller Williams office independently owned and operated.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Keller Williams operates a real estate franchise platform connecting residential home buyers, sellers, and renters with independently owned market centers and 200,000+ agents worldwide. The kw.com consumer platform provides property search, agent discovery, and market insights, supplemented by specialized sub-brand verticals (Luxury, Land, Commercial, Worldwide) and an integrated mortgage lending service through Keller Home Loans.

Product overview

Keller Williams is a real estate franchise company operating a platform-plus-sub-brands architecture. The core KW.com platform provides property search, agent matching, and market insights, supplemented by specialized vertical platforms: KW Luxury (luxury properties), KW Land (land sales), KW Commercial (commercial real estate), and KW Worldwide (international services). The ecosystem includes Keller Home Loans (integrated mortgage financing), the KW Mobile App, KW Blog (educational content), and agent support services including KW Cares (charitable foundation), KW Next Gen (next-gen agents), KW Events, KW Red Label (merchandise), and KW Stories. The company operates as a franchise model with independently owned offices under the KW brand.

Differentiator

Problem solved

Functional benefit

Brands

• KW Luxury: Luxury real estate services
• KW Land
• KW Commercial
• KW Worldwide
• Keller Home Loans
• KW Cares
• KW Next Gen

Products and services

• KW.com Property Search Platform

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Keller Home LoanscoreStrategic or Co-development PartnerKeller Home Loans (kwlends.com) is an integrated mortgage lending service within the KW ecosystem, helping KW buyers secure faster loan approval and stronger purchase offers in competitive housing markets. Positioned as a complementary service for KW agents and their clients.
• KW LuxurycoreStrategic or Co-development PartnerLuxury real estate division (luxury.kw.com) serving high-value property transactions globally. Part of the integrated KW brand ecosystem for luxury segment.
• KW CommercialcoreStrategic or Co-development PartnerCommercial real estate division (kwcommercial.com) serving commercial property transactions. Part of the integrated KW brand ecosystem for commercial segment.
• KW LandminorStrategic or Co-development PartnerLand and lot sales division (kwland.com) serving buyers and sellers of land properties. Part of the integrated KW brand ecosystem for land segment.
• KW WorldwidecoreStrategic or Co-development PartnerInternational expansion and relocation services (kwworldwide.com) supporting KW operations and referrals across global markets.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• RE/MAX: RE/MAX is a global real estate franchise network with hundreds of thousands of agents operating under a similar franchise model. Directly comparable to Keller Williams as both compete in residential brokerage through independent franchisee agent networks.
• Compass: Compass is a tech-enabled real estate brokerage offering a platform for agents and luxury-focused consumers. Comparable to KW as both serve residential buyers/sellers and recruit agents, though Compass is more tech-forward and direct-employed rather than franchise.
• Coldwell Banker: Coldwell Banker is a major residential real estate franchise brand with thousands of agents globally. Directly comparable to KW as both are residential brokerage franchisors with global presence and brand-led agent recruitment.
• eXp World Holdings: eXp Realty is a cloud-based real estate brokerage with a global agent network that operates on a commission-cap revenue model. Directly comparable to KW as both are large-scale, agent-centric franchise/cloud brokerage models competing for top-producing agents.
• Sotheby's International Realty: Sotheby's International Realty is a luxury-focused real estate franchise network with global brand recognition. Comparable to KW Luxury as a high-end residential service brand, though primarily focused on luxury segment.
• Berkshire Hathaway HomeServices: Berkshire Hathaway HomeServices is a residential real estate franchise network with broad U.S. presence. Comparable to KW as a major franchisor with independently operated offices and a similar agent-centric value proposition.
• Howard Hanna Real Estate: Howard Hanna is a large privately held residential real estate brokerage with operations across the U.S. Mid-Atlantic and Midwest. Comparable to KW as a large-scale residential brokerage competing for agent recruitment and consumer mindshare.

Emerging players

• Redfin: Redfin is a tech-enabled residential brokerage and consumer portal. Partial overlap with KW's consumer-facing property search and mobile app, but uses a tech-forward direct-employed agent model rather than franchise.

Others

• Zillow: Zillow is a leading real estate consumer portal and marketplace. Not a direct competitor but a key ecosystem player affecting how KW agents and consumers interact with property listings, lead generation, and home search.

Broad incumbents

• Anywhere Real Estate (formerly Realogy): Anywhere Real Estate is the parent of multiple residential franchise brands including Coldwell Banker, Century 21, and ERA. Comparable to KW as a major residential brokerage franchisor with broader portfolio of brands.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/kwri
• YouTubeyoutube.com/@kellerwilliams
• Facebookfacebook.com/KellerWilliamsRealty
• LinkedInlinkedin.com/company/keller-williams-legacy-group
• 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 Legacy Group