Keller Williams and RE/MAX are two of the largest and most recognizable real estate brokerages in the U.S., with hundreds of thousands of agents between them. Both have strong reputations, nationwide reach, and proven track records of helping buyers and sellers close deals.
That said, your experience won’t depend on the brokerage as much as the individual agent you choose. A skilled agent can make the process smoother, secure you better terms, and help you feel confident every step of the way — regardless of which brand they represent. That’s why it’s important to interview multiple agents before deciding who’s the best fit for your needs.
In this guide, we’ll compare Keller Williams vs RE/MAX across commission rates, agent support, services, track record, and company history to give you a clearer picture of how they stack up.
Commission rates
| Keller Williams | RE/MAX | |
|---|---|---|
| Listing agent fee | 2.5–3% | 2.5–3% |
| Buyer's agent fee | 2.5–3% | 2.5–3% |
Agents from both Keller Williams and RE/MAX typically charge around the average real estate commission rate of 2.5–3% of the home’s final sale price. Nationally, the average listing agent fee is 2.82%, and the average buyer’s agent fee is 2.75%.
Traditionally, the seller has set the commission rate for buyer’s agents, advertised it in the MLS listing, and paid both commissions. But a recent lawsuit settlement with the National Association of Realtors (NAR) has changed this.[1] Now, home buyers negotiate their agent’s commission directly with their agents and include it in their contract. Sellers can and often do still cover the buyer's agent fee, but now it's via a concession at closing.
Both sellers and buyers can try to negotiate lower commission rates with their agents. However, you may not get much leeway with agents from large, traditional brokerages.
For the lowest commission, consider using a free service like Clever Real Estate. Clever secures lower rates with top agents from Keller Williams, RE/MAX, and other major brokerages. You’ll get the same full service these agents would typically provide, but at a guaranteed lower listing fee of 1.5%. Sellers who find an agent through Clever save an average of $7,000 on realtor fees.
If you're interested in this option, just answer a few short questions, and we'll send personalized agent recommendations to your inbox. You can interview as many agents as you'd like until you find the right fit, or you can walk away at any time, no strings attached.
Agents
| Keller Williams | RE/MAX | |
|---|---|---|
| Brokerage support |
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| # of agents | 145,042 | 51,286 |
| Locations | Nationwide | Nationwide |
Both Keller Williams and RE/MAX offer extensive training and support to their agents to help them deliver the best possible services to home buyers and sellers. Continuing education programs like KW University and RE/MAX University ensure agents stay updated on the latest technology, trends, and regulations.
The companies have invested heavily in custom technology, which aims to streamline the buying and selling processes for clients. They also offer a range of marketing tools to help you find the right home faster or get more potential buyers through your door.
There’s no shortage of agents, either. In terms of numbers for Keller Williams vs RE/MAX, Keller Williams has almost 3x more agents nationwide than RE/MAX and the most agents of any franchise.[2] But RE/MAX also has a heavy presence (third-highest agent count). You should have no trouble finding a listing agent or buyer’s agent with the local expertise you need.
Services
| Keller Williams | RE/MAX | |
|---|---|---|
| Listing agents | Full service | Full service |
| Buyer's agents | Full service | Full service |
| Unique offerings |
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There are a few differences in the services provided by agents from Keller Williams vs RE/MAX.
Listing agents from both brokerages offer the same full service, including:
- Performing a comparative market analysis (CMA) to determine your home’s value
- Setting a competitive sale price
- Guiding you on preparing your house for sale, including identifying repairs or upgrades that will help your home sell faster
- Listing your property on the multiple listing service (MLS)
- Marketing your house, which typically involves home staging, professional photography, social media, email, and real estate websites
- Coordinating and conducting home showings and gathering feedback
- Helping you manage, review, and negotiate offers
- Assisting with the closing process
For home buyers, a full-service realtor will:
- Present you with available homes that fit your needs and budget
- Attend home tours and showings
- Draft and submit offers
- Negotiate with the seller
- Prepare the required paperwork
- Coordinate the closing process
In addition to their agent services, Keller Williams and RE/MAX have other services to support buyers and sellers.
For sellers, KW Offerings pulls multiple cash offers into one streamlined platform so you can easily compare them.
For buyers, Keller Williams has a home insurance finder, Keller Covered. Both companies also have in-house mortgage lenders, Keller Home Loans and Motto Mortgage. RE/MAX has an internal loan processor, wemlo, for a more efficient approval process.
Customer service at RE/MAX is a bit more extensive. While Keller Williams has a general “contact us” form on its website, RE/MAX has mini sites for each of its franchisees that include multiple ways to get in touch with an agent (phone, fax, email, web form).
The customer service experience will vary by individual franchise.
Track record
| Keller Williams | RE/MAX | |
|---|---|---|
| Home sales | $370.8 billion[3] | $239.2 billion[3] |
| Customer reviews |
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| Recent awards |
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| Lawsuits |
| RE/MAX was named in the NAR lawsuit challenging real estate agent compensation fees. It settled and agreed to pay $55 million in 2023. |
Keller Williams and RE/MAX are both highly successful brokerages. According to the Real Estate Almanac, they’re the two best-performing real estate franchises in the U.S.[3]
The companies, their franchisees, and agents are regularly named to “best-of” lists, which speaks to their industry presence and overall credibility.
Customer reviews can provide additional insight. Brokerage-level reviews are available on sites like Yelp, Consumer Affairs, and Trustpilot, and they offer a general sense of client experiences. However, most reviews focus on interactions with specific agents rather than the company as a whole.
Because your experience depends most on the individual agent you choose, it’s a good idea to search for reviews tied directly to that person. You can find agent-specific reviews on Google Business profiles, Zillow, Realtor.com, and even Facebook business pages. These reviews often highlight important details like communication style, market knowledge, and negotiation skills.
History and news
| Keller Williams | RE/MAX | |
|---|---|---|
| Founding | 1983 by Gary Keller and Joe Williams | 1973 by Dave Liniger and Gail A. Liniger |
| Publicly traded | No | 2013 |
| Evolution |
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| Current CEO | Chris Czarnecki | Erik Carlson |
| News |
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Keller Williams and RE/MAX have taken different paths to becoming industry leaders. Keller Williams, founded in 1983, grew through franchising and now has 165,000+ agents across 55+ regions. RE/MAX, established earlier in 1973, expanded globally at a faster pace and now operates in 110+ countries with over 146,000 agents.
In 2024, RE/MAX agents averaged 11.7 transaction sides — more than any other large brokerage — while Keller Williams recently expanded into new markets and invested heavily in its KW Cares® charity.
For buyers and sellers, both companies’ long histories translate to credibility, strong agent training, and vast resources. You can expect professional agents with access to tools that help streamline the buying or selling process.
Bottom line: Keller Williams vs RE/MAX
As you compare Keller Williams vs RE/MAX, you’ll find that both are established companies with agents who can provide high-quality services. Whether you’re buying or selling, each brokerage has the experience, tools, and technology to guide you through your transaction.
The agency you choose will depend on your specific situation — and may come down to which company has a presence in your community.
You can find top local agents from these and other major brokerages through Clever Real Estate.
The main advantage of finding an agent through Clever is that you'll save on commission. If you connect with one of these agents directly, you’d likely pay a 2.5–3% listing fee. But if you find that same agent through Clever, they’ll provide the exact same full service for just 1.5%. On average, sellers save $7,000 without giving up 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
Is Keller Williams bigger than RE/MAX?
In the U.S., Keller Williams has almost 3x more agents than RE/MAX. It also has about 20,000 more agents globally, although RE/MAX operates in more countries and territories (110+ vs 55+).
Why do agents choose RE/MAX?
According to Glassdoor, 68% of RE/MAX employees view the business positively, and 80% would recommend working there.[5] Reviews point to the company’s training, marketing materials, and instant brand recognition as highlights.
Why are agents leaving Keller Williams?
Some former Keller Williams agents say the company charges too many fees. Others have been drawn to competing brokerages’ use of technology, educational resources, mentorship, and amenities like stock options. Real estate companies like eXp Realty, founded by a former Keller Williams agent, have moved away from brick-and-mortar office spaces, giving agents more freedom in how and where they work.
