Keller Williams vs RE/MAX: units, growth & AI adoption
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AI Adoption Score: FranchisePulse’s own editorial metric of how deeply a system has deployed AI (methodology). The Index publishes no link between that score and franchisee profitability.
RE/MAX leads on AI adoption (68/100 vs 66/100, Q3 2026), while RE/MAX is the larger system by unit count (148,660 agents vs 1,000+ offices). Keller Williams is growing faster year-over-year (+1.6%).
What this matchup actually shows
The 2-point headline gap is not evenly spread. The widest divergence is marketing AI, where RE/MAX leads by 4; the two are closest on operations AI, separated by just 2. Keller Williams takes one pillar back — training & support AI — despite trailing overall.
On scale, RE/MAX runs about 148.7× the units of Keller Williams and also leads on AI. Between Keller Williams and RE/MAX in the Index: Burger King (67), Home Instead (67).
| Pillar | Keller Williams | RE/MAX | Gap | × weight | Leads |
|---|---|---|---|---|---|
| Operations AI | 58 | 60 | 2 | 0.7 | RE/MAX |
| Data infrastructure | 66 | 68 | 2 | 0.6 | RE/MAX |
| Marketing AI | 72 | 76 | 4 | 0.8 | RE/MAX |
| Training & Support AI | 68 | 66 | 2 | 0.3 | Keller Williams |
| Metric | Keller Williams | RE/MAX |
|---|---|---|
| Sector | Real Estate | Real Estate |
| Headquarters | USA | USA |
| Units (approx.) | 1,000+ offices | 148,660 agents ◂ |
| Unit growth YoY | +1.6% ◂Source pending | +1.4% |
| AI Adoption Score | 66/100 | 68/100 ◂ |
| Operations AI | 58 | 60 ◂ |
| Marketing AI | 72 | 76 ◂ |
| Training AI | 68 ◂ | 66 |
| Data infrastructure | 66 | 68 ◂ |
| Region | North America | North America |
| Index rank | #24 | #19 ◂ |
Keller Williams
#2 of 3 in its sector · +1 vs sector average · best marketing AI 72, lowest operations AI 58
Keller Williams has more than 1,000 market centre offices, and its affiliated agent count has been falling — 174,000 in July 2024, 159,000 by December 2025. Its AI is bought in rather than built: KWIQ, a generative-AI assistant trained on KW's own training material (2024), AI ad copy inside Command, and from February 2026 third-party AI integrations including Google Gemini and RemyAI. Stone Point Capital took a strategic stake in March 2025.
RE/MAX
#1 of 3 in its sector · +3 vs sector average · best marketing AI 76, lowest operations AI 60
Global real-estate franchisor operating, directly and through franchisees, in more than 120 countries and territories. Its AI tools are agent-facing and sit mostly on the MAXTech platform powered by BoldTrail — an AI-powered CRM, automatically generated listing presentations, and the Folio email-and-transaction organizer — plus MaaS, an AI-fueled marketing service launched in 2025 for affiliates in the U.S. and Canada.
What actually separates them
The 4-point edge RE/MAX holds on marketing AI (20% of the score) is worth about 0.8 points, against 0.7 for RE/MAX on operations AI.
RE/MAX runs marketing AI at 76 against data infrastructure at 68, 8 points apart: the shape this Index flags as a plateau risk.
Sector context
In Real Estate (3 tracked, average 65/100 against 63 for the Index), Keller Williams ranks #2 and RE/MAX #1 on AI, both above the sector average. With 3 systems, that average moves with any one brand.
Franchise Intelligence Index
Keller Williams, RE/MAX and 59 more systems, benchmarked in full.
Cite as: Keller Williams vs RE/MAX, FranchisePulse Franchise Intelligence Index, Q3 2026