Walk into a Keller Williams office on any given morning and you’ll feel it immediately — that pulse of ambition and energy that comes from people who know they’re building something bigger than themselves. Whiteboards full of listings, agents swapping strategies over coffee, leaders talking about market trends like musicians trading riffs. This isn’t a top-down corporate brokerage. It’s a business built on shared success — a place where entrepreneurs grow entrepreneurs.
That spirit has carried Keller Williams from a single Austin office in 1983 to more than 1,100 franchise locations across the U.S. and 55 global regions. It’s the largest real estate franchise in the world by agent count — and it’s still expanding. For many, joining the Keller Williams system isn’t just an investment in property; it’s a chance to lead a team, build equity, and participate in a business model that rewards collaboration.
Below, we’ll break down what it takes to open a Keller Williams franchise — the financials, the model, and the mindset that make this one of the most enduring names in real estate.
Keller Williams started with a single idea that turned the industry on its head: what if real estate agents were treated like business partners, not employees?
When founders Gary Keller and Joe Williams launched the brand in 1983, they built a company designed to attract and keep the best talent — a place people would want to join and never want to leave. By 1987, the concept proved so scalable that they began franchising. The early model focused on empowering local ownership through market centers — independently owned offices that recruit, train, and support agents within a defined territory.
Fast forward four decades, and Keller Williams’ culture of shared ownership and profit-sharing has made it the go-to brokerage for driven agents and franchisees alike. Each market center is locally run but globally connected — a networked model that allows leaders to operate independently while benefiting from the tools, tech, and reputation of a billion-dollar brand.
Yes, but Keller Williams is selective, and that’s part of its strength.
Prospective owners must have a minimum of $150,000 in liquid capital and a net worth of at least $500,000. You’ll also need to be ready to dedicate yourself full-time to the business. Keller Williams doesn’t allow absentee ownership. Each market center requires an operating principal, which is the franchisee or a designated leader who oversees the daily operations, ensures compliance, and drives growth.
You don’t need to be a real estate agent yourself, but experience in business leadership, finance, or sales gives you a clear advantage. Franchisees also need to secure a broker’s license in their state (either directly or by hiring a managing broker).
Keller Williams is likely ideal for someone who thrives in leadership and who wants to recruit talent, mentor agents, and run a high-performance organization rather than simply sell homes.
Opening a Keller Williams market center requires a serious but manageable investment. Here’s the full breakdown based on the 2025 Franchise Disclosure Document (FDD):
| Expense | Low | High |
|---|---|---|
| Initial Franchise Fee | $35,000 | $35,000 |
| Broker License | $1,500 | $5,000 |
| Leasehold Improvements | $5,000 | $50,000 |
| Office Furniture & Equipment | $40,000 | $110,000 |
| Insurance | $5,000 | $15,000 |
| Professional Fees | $5,000 | $10,000 |
| Advertising | $2,500 | $5,000 |
| Initial Lease & Utility Deposits | $3,500 | $10,000 |
| Additional Working Capital (3 months) | $75,000 | $75,000 |
| Total Estimated Investment | $182,430 | $335,697 |
Ongoing costs include:
While the upfront cost can be steep, it’s competitive compared to other major real estate franchises, and KW’s emphasis on profitability, shared equity, and ongoing support gives franchisees multiple ways to scale.
Profitability in real estate depends on performance, but Keller Williams has built a structure that helps its owners maximize margins over time.
The company’s profit share and growth share programs are at the heart of this model. When agents help attract new talent, they earn a share of the market center’s profits. It’s a cascading system that encourages collaboration rather than competition, and it’s one of the reasons Keller Williams consistently ranks high in franchise satisfaction surveys.
Revenue flows through several channels:
Keller Williams doesn’t publish average income data in its FDD — and no two territories perform alike — but the brand’s long-standing reputation for sustainable profitability and strong retention is clear. Franchisees are encouraged to connect with current market center owners during due diligence to understand real-world earnings and growth cycles.
While Keller Williams does not publicly release a franchise-specific failure rate, industry data and the brand’s long tenure suggest strong system stability. The company’s growth since the 1980s — expanding to over 1,100 franchises worldwide — speaks to its consistency and resilience, even through market downturns.
That said, success still depends on leadership. A well-run market center thrives on culture, agent development, and sound financial management. Poor leadership or undercapitalization can cause any franchise to struggle. Keller Williams mitigates that risk with extensive training, peer networks, and a transparent operating model.
Because few franchises blend entrepreneurship, community, and long-term wealth like this one.
Owning a Keller Williams franchise is about more than overseeing transactions — it’s about shaping careers and communities. You’re building an environment where hundreds of agents can succeed under your roof. The company’s focus on education, collaboration, and personal growth creates a workplace culture that attracts talent and keeps them loyal.
This model suits people who:
And because market centers generate recurring income through agent production, it’s a business that scales naturally with the success of the people you lead.
Each Keller Williams franchise operates within a defined “awarded area,” which usually includes a specific portion of a city, county, or region. This territory is exclusive for brick-and-mortar market centers — meaning KW won’t open another physical location within your boundaries as long as you’re in good standing.
The size of your territory is determined by local housing market data — typically covering an area that represents about 1,000 annual home sales. This model keeps territories fair, sustainable, and growth-focused.
Keller Williams is known for its training and tech, and that support starts before you even open.
Training and Education:
Technology and Operations:
Marketing Support:
The path from inquiry to grand opening typically takes several months. Here’s how it unfolds:
Even the most proven real estate model needs the right capital behind it. Launching a Keller Williams market center typically requires $182,000 to $336,000, plus working capital to sustain operations during the early growth stage.
That’s where Swoop comes in. Instead of juggling banks or spreadsheets, Swoop gives you one simple platform to compare SBA loans and franchise startup financing built for service-based businesses like real estate brokerages. These funding options can help cover everything from office buildout and marketing to technology and staffing.
Whether you’re a seasoned broker or a first-time owner, Swoop helps you see what you qualify for before you commit—turning a complex funding process into a clear, confident next step.
If you’re ready to build a thriving market center and a legacy of leadership, apply with Swoop today to explore your franchise funding options.
Daire made it happen! There is no doubt that Swoop sped up the process and found lenders that worked to our time scale rather than the other way round
Joint owner, F45 Virginia
Swoop was actually very helpful in helping us get our initial fundraising in place. Swoop was able to connect us with investors, with grant financing options and debt financing options.
Founder, SingleKey
Pedja was amazing. Super supportive, understanding of our needs and wasn't pushy at all. We've been going back and forth with Swoop for over a year inquiring about different financing options and they were patient until we were ready!
F45 Multi-studio owner
Written by
Ashlyn is a personal finance writer with experience in business and consumer taxes, retirement, and financial services to name a few. She has been published in USA Today, Kiplinger and Investopedia.
Swoop promise
At Swoop we want to make it easy for SMEs to understand the sometimes overwhelming world of business finance and insurance. Our goal is simple – to distill complex topics, unravel jargon, offer transparent and impartial information, and empower businesses to make smart financial decisions with confidence.
Find out more about Swoop’s editorial principles by reading our editorial policy.
Our offices:
Disclaimer: Swoop Finance Ltd (Swoop) helps US firms access business finance, working directly with businesses and their trusted advisors. We are a credit broker and do not provide loans or other finance products ourselves. All finance and quotes are subject to status and income. Applicants must be aged 18 and over and terms and conditions apply. Guarantees and Indemnities may be required. Swoop can introduce applicants to a number of providers based on the applicants’ circumstances and creditworthiness. Swoop may receive a commission or finder’s fee for effecting such introductions. If you feel you have a complaint, please read our complaints section highlighted above and also contained within our terms and conditions.
How Swoop makes money: In order to provide services free of charge, Swoop generates revenue through commission from companies featured on our platform. The commission we receive does not impact the cost of the product, service, or policy, and your payments remain unaffected by our commission structure.
UK
IRE
AU
CA
US
ZA
NA
yet? Register here!