Rascasse Audience Intelligence

Keller Williams Target Market in United States

A data profile of the people who buy, follow and care about Keller Williams in United States — modelled from more than twelve digital signal sources. Keller Williams has an estimated audience of 3,630,737 people in United States.

#4among Real estate in United States#908among Brand in United States#561in Home & Garden

The average Keller Williams fan in United States is 42.6 years old, more female, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include St. Croix Rods, Duke Energy, Phillips 66, with strongest over-indexing on St. Croix Rods (469.03× the country average).

Demographically, the Keller Williams audience skews more female with an average age of 42.6, and over-indexes on personality traits such as Career Orientation, Patriotism.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Keller Williams fan in United States is more female, around 42.6 years old, with strong Career Orientation tendencies and a notable affinity for St. Croix Rods.

Category: Home & Garden · Type: Brand · Subtype: Real estate

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Keller Williams profile in United States.

Audience size
3.6M
in United States
Gender
58.3%♀
41.7% male
Age
42.6
average years
Country rank
#8731
Brand in United States
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Keller Williams

58.3% are female, 41.7% are male, average age 42.6.

Fig. 02

Gender split

58.3%
Female
41.7%
Male
Demographic split for Keller Williams audience in United States
MetricValue
Female58.3%
Male41.7%
Average age42.6
Estimated audience size3,630,737
Fig. 03

Age distribution

Ø 42.6
average years
Age distribution of the Keller Williams audience in United States
Age bracketShare%
16-1912%
20-2917%
30-3921%
40-4924%
50+26%
Fig. 04

Worldwide distribution

69.4%

of the worldwide Keller Williams audience comes from United States.

Worldwide audience distribution share by country for Keller Williams
CountryShare
United States69.4%
Canada4.4%
United Kingdom3.4%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Keller Williams audience in United States is strongest.

Fig. 05

Top regions by affinity

Keller Williams customers by region in United States
#RegionReachAffinity×
01Louisiana~100K2.22×
02Alabama~90K1.68×
03Tennessee~100K1.63×
04Georgia~200K1.60×
05Oklahoma~60K1.53×
06Missouri~90K1.51×
07Pennsylvania~200K1.48×
08Ohio~200K1.43×
09Maine~20K1.36×
10Kansas~40K1.33×
11Minnesota~70K1.32×
12Delaware~10K1.29×
13New Hampshire~20K1.26×
14South Dakota~10K1.16×
15Kentucky~50K1.15×
16Idaho~20K1.15×
17South Carolina~60K1.13×
18Wisconsin~60K1.09×
19Wyoming~6K1.08×
20Michigan~100K1.05×
21New Jersey~100K1.03×
22Arkansas~30K1.02×
23Colorado~60K0.99×
24Montana~10K0.99×
25Florida~200K0.95×
26North Carolina~100K0.95×
27Texas~300K0.92×
28Iowa~30K0.88×
29Washington~60K0.87×
30Mississippi~30K0.87×
31Alaska~7K0.87×
32Indiana~50K0.81×
33Oregon~30K0.80×
34Illinois~100K0.79×
35Maryland~50K0.78×
36New Mexico~10K0.78×
37Vermont~5K0.77×
38Nevada~30K0.75×
39Washington, District of Columbia~8K0.74×
40New York~200K0.73×
41Massachusetts~50K0.73×
42Virginia~60K0.72×
43Utah~20K0.70×
44Rhode Island~8K0.68×
45Nebraska~10K0.64×
46Connecticut~20K0.63×
47Arizona~50K0.62×
48California~200K0.59×
49Hawaii~9K0.59×
50West Virginia~9K0.52×
Fig. 06

Affinity by region

Affinity by region — Keller Williams, United States
0.52×1.00×2.22×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Keller Williams audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Keller Williams audience
#·InterestCategoryAffinity×
01St. Croix RodsShopping469.03×
02Offshore wind powerHome & Garden13.35×
03ScaffoldingHome & Garden12.22×
04Phillips 66Business & Career11.35×
05Keller Williams RealtyHome & Garden10.39×
06Duke EnergyHome & Garden8.09×
07McAllen, TexasTravel & Leisure6.62×
08Chevron CorporationHome & Garden5.46×
09BPCars & Mobility5.44×
10Moe (band)Music & Radio5.41×
11Coldwell BankerHome & Garden5.16×
12RE/MAXHome & Garden4.55×
13ExxonCars & Mobility4.48×
14Forklift truckCars & Mobility4.47×
15Domestic roof constructionHome & Garden3.30×
16ElectronicaMusic & Radio3.23×
17National securityPolitics & Society2.17×
18Real propertyHome & Garden1.90×
19Real estate brokerHome & Garden1.88×
20InvestorBusiness & Career1.66×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Keller Williams audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Keller Williams audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.82×
PatriotismCONSERVATISM1.41×
Community OrientationOPEN1.19×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Keller Williams audience · Rather not
TraitClusterDeviationScore
Urban LifestyleOPEN0.95×
Early Adopter MentalityPOWER0.97×
Healthy LifestyleBALANCE0.99×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Keller Williams's target market in United States?

Keller Williams's target market in United States covers an estimated 3,630,737 people, concentrated in Texas and California.

02

What is the gender split and age of Keller Williams customers?

58.3% of the Keller Williams audience are female, 41.7% are male, with an average age of 42.6 years.

03

Which brands do Keller Williams fans like most?

Keller Williams fans show strongest brand affinity for St. Croix Rods (469.03×), Duke Energy (8.09×), and Phillips 66 (11.35×) over the country average.

04

Where do Keller Williams fans live in United States?

Keller Williams fans in United States are most concentrated in Texas (reach ~300K), California (reach ~200K), and Florida (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Keller Williams fans also like?

Beyond Keller Williams itself, the audience over-indexes on Duke Energy (8.09×), Phillips 66 (11.35×), Chevron Corporation (5.46×), and BP (5.44×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Real estate audiences in United States

See Keller Williams audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Keller Williams. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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