Coldwell Banker and Keller Williams are two of the most well-known real estate brokerages. Each offers training, tools, and support to help agents guide clients through buying or selling a home. They both have many agents across the country, so you'll likely find realtors from both companies in your area.
While both brokerages are reputable, the individual agent you work with matters more than the company name. Interviewing several agents can help you find someone who understands your needs, communicates well, and will advocate effectively on your behalf.
This guide breaks down key factors when comparing Coldwell Banker vs Keller Williams, including commission rates, agent experience, services offered, and company history, so you can make a confident choice.
Commission rates
| Coldwell Banker | Keller Williams | |
|---|---|---|
| Listing agent fee | 2.5–3% | 2.5–3% |
| Buyer's agent fee | 2.5–3% | 2.5–3% |
The fees for agents at both Coldwell Banker and Keller Williams align with the average real estate commission rate — 2.5–3% of the final sale price. The national average for a listing agent is 2.82% and 2.75% for a buyer’s agent.
Sellers have traditionally set and paid the commission for buyer’s agents, advertising it in their listing on the multiple listing service (MLS). However, this changed following a lawsuit settlement with the National Association of Realtors (NAR) and large brokerages — including Keller Williams.[1]
Buyers now negotiate the rate directly with their agent and agree to it in writing before they begin looking at houses. Sellers are often still covering the buyer's agent fee, but instead of offering it upfront, now they're offering it via a concession at closing.
Although they tend to be less flexible, you can try to negotiate the realtor commission to get a lower rate. Buyers may also ask for the seller to cover their agent’s commission fee as part of the home sale.
If the fee is a concern, you might try finding an agent through a low-commission real estate company like Clever Real Estate.
Clever can help you connect with agents from Coldwell Banker, Keller Williams, and other major brokerages — and get a guaranteed listing fee of 1.5%. Sellers save an average of $7,000 while still getting full service from top local agents.
Agents
| Coldwell Banker | Keller Williams | |
|---|---|---|
| Brokerage support |
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| # of agents | 83,923 | 145,042 |
| Locations | Nationwide | Nationwide |
Coldwell Banker and Keller Williams are the top two national brokerages in the U.S. based on agent count. You'll likely have plenty of agents in your area to choose from who can leverage their local market knowledge.[2]
Both brokerages have custom technology that helps their listing agents and buyer’s agents streamline processes, which can make for smoother transactions. They also focus on continuing education to keep their realtors up to date on the latest trends, tech, and regulations in the industry.
Services
| Coldwell Banker | Keller Williams | |
|---|---|---|
| Listing agents | Full service | Full service |
| Buyer's agents | Full service | Full service |
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Agent services at Coldwell Banker vs Keller Williams will be very similar, as both are full-service brokerages.
Home buyers can expect a full-service realtor to:
- Help you find homes that meet your needs and budget
- Go with you to home tours and showings
- Write and submit offers
- Negotiate with the seller on your behalf
- Prepare the necessary paperwork
- Guide you through the closing process
For home sellers, a listing agent from either brokerage will:
- Conduct a comparative market analysis (CMA) to determine your home’s value
- Set a competitive sale price
- Help you prepare your house for sale by identifying any necessary repairs or upgrades and staging it
- Write a property description and list your home on the multiple listing service (MLS)
- Market your house and promote it across social media and real estate sites
- Coordinate home showings and gather feedback
- Help you review and negotiate offers
- Assist with the closing process
In addition to these services, Coldwell Banker and Keller Williams agents offer other support to buyers and sellers. Coldwell Banker has a Sellers Assurance Program that covers the upfront costs of preparing your home to sell. KW Offerings is a streamlined platform that pulls in multiple cash offers so you can review them in one place.
Buyers can take advantage of Coldwell Banker’s Move Meter®, which compares two locations’ living affordability, average home prices, and other key factors. Keller Williams offers Keller Covered, which helps buyers find home insurance, and Keller Home Loans, an in-house mortgage lender.
Because local offices for both brokerages are franchises, you’ll likely find mixed customer service experiences. Each company has a general “contact us” form on its website.
Track record
| Coldwell Banker | Keller Williams | |
|---|---|---|
| Home sales | $238.9 billion[3] | $370.8 billion[3] |
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Keller Williams leads the real estate franchise brands in sales volume, and Coldwell Banker is third (behind RE/MAX).[3] This means they both have high-performing agents who know how to move properties.
The brokerages are generally well-liked by clients. Both companies have reviews on Trustpilot, Yelp, and Consumer Affairs. Since your experience with these brands will largely depend on the individual agent, we recommend reading reviews for your local office or agent specifically, which you can find on Google Business profiles or sites like Zillow.
Comparing Coldwell Banker vs Keller Williams by awards shows that they’re both well-respected firms, so you can be confident that agents from either place will deliver high-quality services. The brokerages themselves, as well as individual agents, are regularly recognized for their work.
History and news
| Coldwell Banker | Keller Williams | |
|---|---|---|
| Founding | 1906 by Colbert Coldwell | 1983 by Gary Keller and Joe Williams |
| Publicly traded | No | No |
| Evolution |
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| Current CEO | Kamini Rangappan Lane | Chris Czarnecki |
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Coldwell Banker and Keller Williams are long-established leaders in real estate, with decades of experience that benefit both buyers and sellers.
Coldwell Banker, founded in 1906, has expanded to 45+ countries with more than 100,000 agents worldwide. Keller Williams, founded in 1983, now operates in 55+ regions, including the U.S. and Canada, with over 165,000 agents. Both companies continue to grow globally and support charitable initiatives, such as Coldwell Banker’s contributions to St. Jude Children’s Research Hospital and Keller Williams’ KW Cares® program.
Agents at both brokerages regularly pursue continuing education and training, which helps them provide professional guidance, analyze market trends, and negotiate effectively.
Large, established brokerages give agents access to extensive resources. Listing agents can use advanced marketing tools to reach a wider audience, while buyer’s agents can access exclusive and off-market properties.
Bottom line: Coldwell Banker vs Keller Williams
Comparing Coldwell Banker vs Keller Williams, both have high-performing agents who offer first-rate services to buyers and sellers. The brokerages have solid reputations as industry leaders, meaning you can be confident that you’re working with a credible expert. The best agency for you will depend on your specific needs.
If you’re looking for an agent, Clever can help you connect with top agents from Coldwell Banker and Keller Williams for half the typical commission. You’ll get a 1.5% listing fee while receiving the same full services. This is one of the lowest commissions available — on average, sellers save $7,000 without sacrificing quality or expertise.
- Answer 5 simple questions about your sale
- Get matched with 2 to 3 top local agents in minutes
- Choose the best fit and save up to 50% on listing fees
FAQ
Who is Coldwell Bankers' biggest competitor?
Coldwell Banker’s biggest competitor is likely Keller Williams, although any of the large real estate franchise brands could be considered a rival. This includes RE/MAX, Sotheby’s International Realty, Berkshire Hathaway HomeServices, and Century 21.
Where does Keller Williams rank in real estate?
Keller Williams is the No.1 brokerage in terms of both sales volume and agent count in the U.S. It has more than 165,000 agents globally and operates in over 55 countries and territories.
Why are agents leaving Keller Williams?
Some former Keller Williams agents have been drawn to competing brokerages’ use of technology, educational resources, mentorship, and amenities like stock options. Others say the company charges too many fees and are leaving for cloud-based companies like eXp Realty, which give agents more freedom in how and where they work.
