Coldwell Banker vs Keller Williams: A Guide for Sellers and Buyers

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.

Coldwell Banker vs Keller Williams at a glance

Here's how the two brands stack up side by side. Keller Williams is the larger network by agent count, while Coldwell Banker carries the older, more established luxury brand — but on the numbers that actually decide your sale, the two land in similar territory.

Coldwell Banker and Keller Williams are the top two national brokerages in the U.S. based on agent count.

Commission rates: what you'll actually pay

You'll pay roughly the national-average commission with either brokerage, because the fee is set by the individual agent and local office — not the national brand.

Clever's 2026 agent survey puts the average listing-side commission at 2.88% and the buyer's-agent side at 2.82%, for a combined average of about 5.70%.[3] Coldwell Banker and Keller Williams agents both tend to quote fees right around there.

The NAR settlement changed how buyer's agents get paid. Buyers now negotiate and sign their agent's fee directly, in writing, before touring homes.[4] Sellers, in practice, still often cover the buyer's-agent compensation through a concession at closing — it's negotiable, but it hasn't gone away.

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.

Keller Williams commission split

Keller Williams agents typically start on a 70/30 commission split — the agent keeps 70% and the market center keeps 30% — until they hit their market center's annual cap, after which they keep 100% of their commission for the rest of the year.

On top of the split, KW takes a franchise royalty (commonly cited around 6%, also capped annually) and runs a profit-sharing program that pays agents a slice of their market center's profits. The exact cap and fees vary by market center.

For a seller asking how much Keller Williams charges to sell a house, the answer is the same as any full-service brokerage: the commission the local agent quotes, typically near the 2.88% listing-side average. The split above is between the agent and KW — it doesn't add a separate line item to your sale. Agents also cover the usual desk, technology, and errors-and-omissions (E&O) fees, which is where "hidden fee" complaints usually come from.

» MORE: Keller Williams commission model

Coldwell Banker commission split

Coldwell Banker has traditionally used a commission split too, commonly cited around 60/40 in the agent's favor early on — though it's negotiable and varies widely by franchise office. Because each Coldwell Banker office is independently owned, terms aren't set at the national level.

Some offices offer more competitive splits or desk-fee arrangements for high producers, where the agent pays a monthly fee and keeps a larger share of each commission. The Coldwell Banker commission rate and agent fees you actually see depend on the office you join, so ask for the specifics in writing.

» LEARN: What is Coldwell Banker's commission split for agents?

Which is better for new agents?

Neither is universally better for new agents — it comes down to whether you want structured training with capped splits (Keller Williams) or an established luxury brand to sell under (Coldwell Banker).

Keller Williams built its reputation on training and mentorship. New agents get KSCORE (its licensing prep), KW Prep, KW University, and profit share, and the annual cap rewards agents who close a lot of deals. That's why KW is often cited as one of the more new-agent-friendly national brands.

Coldwell Banker leans on brand prestige and its CBU Learning Center, plus strong luxury and relocation networks. For a new agent who wants an established, recognizable name — especially in higher-end markets — that legacy can open doors.

“Two agents can both say they work at Keller Williams and have very different experiences depending on the office, ownership, leadership, culture, and training — each office is independently owned and operated. At the boutique brokerage I had almost no traction for my first six months; at Keller Williams I had mentorship, better systems, stronger training, and a much larger network. The biggest misconception is thinking you’re hiring the brokerage logo — you’re really hiring the person across the table,” says Alex Wright, a former Keller Williams agent and founder of the real estate tech company DealForge.

Services

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

Keller Williams leads the real estate franchise brands in sales volume, and Coldwell Banker is third (behind RE/MAX).[2] 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.

“Both companies offer recognizable brands, training, technology, and large agent networks, but from the consumer’s perspective the individual agent usually matters more than the name on the sign," says Gary Lanham, a broker associate and founder of the Gary Lanham Group in Fort Lauderdale who previously built and sold his own firm, Lanham & Associates, to Coldwell Banker. "I often say the brokerage is the platform, but the agent is the pilot. The biggest misconception is that every agent under a major brand provides the same level of service — they do not.”

History and news

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.

FAQ

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