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About KW

Discover Keller Williams: founding story, sharing culture, mission, vision and answers to investor questions.

1983 · Estados Unidos

The adventure begins in 1983 in the US, when two real estate consultants, Gary Keller and Joe Williams, asked themselves: what if we created a real estate company where success is determined by the ability to develop people's careers?

Gary Keller, cofundador da Keller Williams
Gary Keller
Co-founder
Joe Williams, cofundador da Keller Williams
Joe Williams
Co-founder
2014 · Portugal
Today, the largest global company in training, coaching and technology in real estate brokerage.

Present in Portugal since 2014, brought in by Nuno Ascensão and Eduardo Garcia e Costa, KW quickly established itself as the third largest player in the national real estate market. A company with a strong focus on growth, training and culture, treating consultants as partners at the heart of every deal.

Nuno Ascensão, cofundador da Keller Williams Portugal
Nuno Ascensão
Co-founder KW Portugal
Eduardo Garcia e Costa, cofundador da Keller Williams Portugal
Eduardo Garcia e Costa
Co-founder KW Portugal

RedDay

Launched in 2019 (RED: Renew, Energize and Donate), an annual charity event mobilizing all associates in community service activities. Over 20,000 hours of community work in Portugal so far.

KW Portugal Cares

Launched in 2025, a non-profit that, like KW Cares in the US, provides financial support and grants to associates and their families in emergencies or disasters.

Voluntários do RED Day da Keller Williams Portugal a jardinar na comunidadeEquipa Keller Williams Portugal a pintar um mural no RED DayAssociados da Keller Williams Portugal reunidos no RED Day

A company guided by principles: WI4C2TES.

Win-Win
or no deal
Customers
always come first
Commitment
in everything
Communication
seek first to understand
Integrity
do the right thing
Creativity
ideas before results
Teamwork
together we achieve more
Trust
starts with honesty
Equity
opportunities for all
Success
through people
Mission · Vision · Values
Mission
To build careers worth having, businesses worth owning, lives worth living, experiences worth giving and legacies worth leaving.
Vision
To be the real estate company of choice for consultants and their clients.
Values
God, family, then business.
FAQ

The questions every investor asks

The initial investment can vary according to the Market Center's location, size and structure.
It's KW's results-sharing system. Whoever attracts talent to the Market Center receives a percentage of the productivity generated by that talent, creating passive income.
No. The Incubation Plan prepares any investor in KW's systems, models and culture, even without prior experience in the real estate sector.
The return on investment occurs, on average, between year 1 and year 2, depending on the number of consultants and operating costs.
KW Portugal operates an interdependent franchise model, different from the traditional contractual real estate franchise model. It rests on three pillars: a culture of collaboration between Market Centers, proprietary technology supporting the real estate consultant, and continuous training for associates and franchisees.
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