Franchise Frenzy: The Big Players You Need to Know

Alright, here's the deal with real estate franchises:

A real estate franchise is like jumping on a moving train. You're still required to have a broker to hang your license under, but instead of working for a smaller, independent brokerage, you’re signing on with a big-name brand (like Keller Williams, RE/MAX, or Coldwell Banker). These franchises give you instant credibility, slick marketing tools, and a network of resources. So, while you're technically working under a broker (because you have to for a few years), you're also leveraging a huge company's systems and training.

It's a win-win if you're looking to learn the ropes with a solid support system. The trade-off? You’ll pay franchise fees and sometimes have to follow their specific way of doing things. It's like getting a real estate business-in-a-box, but you don’t get full creative control until you’re ready to branch out.

Real estate franchise = brand recognition, training, and systems on day one, but with some oversight and fees attached.

These are the top 20 franchises in the United States

  • Keller Williams Realty
    The juggernaut of the real estate world. Keller Williams has over 169,000 agents, and they closed $440 billion in transaction volume last year. Their agent-first, profit-sharing model? It’s like the startup of real estate franchises, but without the hoodies.

  • RE/MAX
    Known for their iconic red, white, and blue balloon, RE/MAX is a beast in the agent independence game. With over 58,000 agents, they're a serious force, closing around $165 billion in transactions last year. It’s like they dropped the mic and kept walking.

  • Coldwell Banker
    Part of Anywhere Real Estate’s empire, Coldwell Banker is the granddaddy of real estate franchises. They've got nearly 95,000 agents and are all about that luxury market with high-end homes and big numbers. You know, where the marble countertops are standard.

  • Century 21
    Another Anywhere brand, Century 21 is where your parents bought their house, but they’ve rebranded to be hip again. They're pulling in serious volume and making sure every neighborhood has that recognizable gold and black sign.

  • Sotheby’s International Realty
    Think of Sotheby’s as the luxury cousin in the Anywhere family. They deal in the “mansions and yachts” crowd. If you’ve ever thought about buying a castle, these are your people.

  • Berkshire Hathaway HomeServices
    When Warren Buffet backs your brand, you’re doing something right. They’re like the fancy department store of real estate—timeless, classy, and serious about value. With about 44,000 agents, their focus is quality over quantity.

  • eXp Realty
    These guys are the tech nerds of real estate. A cloud-based brokerage with over 74,000 agents globally, they’re innovating with no brick-and-mortar offices. Think Zoom, but for real estate deals.

  • Weichert Realtors
    Not as massive as some others, but Weichert is all about that full-service experience. They’ve built a rep on doing a bit of everything—relocation services, property management—you name it.

  • ERA Real Estate
    ERA stands for “Electronic Realty Associates,” and yeah, it’s been around since the early days of tech in real estate. They’re in the Anywhere family too, so they've got that strong backing and plenty of market reach.

  • Better Homes and Gardens Real Estate
    If HGTV was a real estate brand, this would be it. They’re part of the Anywhere family and know how to sell to people who want their homes to look like magazine spreads.

  • Realty One Group
    They call themselves a “modern, lifestyle brand.” With a sleek black and gold logo, they’re targeting the cool, independent agents with no-nonsense commission structures.

  • EXIT Realty
    Not just a catchy name—EXIT Realty is known for a unique residual income model where agents can earn from sales even after they “exit” the industry. It’s like the gift that keeps on giving.

  • Corcoran Group
    Mostly known for dominating New York City and the Hamptons, Corcoran is all about luxury living and those high-end, Instagrammable homes.

  • @properties
    Chic and boutique. @properties is one of the largest independent brokerages in the U.S. that’s now franchising its sleek brand of real estate, focusing on tech-driven tools and agent culture.

  • Howard Hanna Real Estate
    A family-owned business that's been running for decades. Howard Hanna is huge in the Midwest and Eastern U.S., offering a strong regional presence with a down-to-earth approach.

  • HomeSmart
    HomeSmart is another tech-driven brokerage focusing on agent independence and support through automation. They’re like the Tesla of real estate—constantly innovating.

  • Realty Executives
    One of the oldest franchises around, Realty Executives has seen it all, but they’re still modern enough to stay relevant in today’s fast-paced market.

  • United Real Estate
    They’re not trying to be flashy, but United Real Estate has a solid footprint across the U.S. with a business model that appeals to agents looking for flexibility and support.

  • NextHome
    These guys focus on the “people-first” mentality, appealing to agents who want a mix of culture and technology to sell homes. They’re newer but growing fast.

  • Assist-2-Sell
    Discount brokerage for the win. Assist-2-Sell helps homeowners save money on commission, which is attractive in this economy. Not a giant, but they’ve carved out their niche.

Want to level up even more?
For answers to common real estate questions, check out our Agent Articles.
Want expert insights? Hit up our Agent Bookshelf.
Looking to streamline your game? Check out our Agent Resources.
Not subscribed to our newsletter yet? Do that here.