Real estate remains one of the most sought-after sectors for anyone looking to invest in a franchise in Portugal. And there's a good reason. In 2025, the country's largest networks grew by more than 24% year-on-year, with record turnover above €22 billion and more than 140,000 transactions. It's worth knowing who's who.
The largest traditional networks
Some of the leading real estate networks in Portugal have been present for more than two decades. The biggest ones count hundreds of offices and thousands of agents across the country, brokering deal volumes in the billions of euros. They are the choice for those who want to align with highly recognisable brands and a wide exposure network, based on an independent neighbourhood or area office model.
Digital models
Some newer networks have gone fully digital, with no physical office, built around independent agents. With lower entry investments, they attract profiles who prefer a lean model, free from the structures and costs of a physical store.
Networks focused on training and coaching
Other networks build their proposition around proprietary training academies and close on-the-ground coaching, betting on recruitment quality and agent progression as their main differentiator.
Keller Williams
The network that stood out the most for growth. In 2025 it had its best year ever in Portugal, with €86 million in revenue, and was named the number one KW operation outside North America among 66 countries. Two traits set it apart from other networks: the Market Center model, large-scale centers with more than a hundred agents, and Growth Share, a profit-sharing system that has already paid out more than €9 million to agents in the country since 2014.
Which to choose
There is no single answer. For those who want to open a neighbourhood office with a smaller investment, the traditional networks make sense. For those who want to lead a large-scale operation and join a model that rewards growth, KW plays in a different league. That's the difference the next article explores.
Co-founder and Regional Owner of Keller Williams in Portugal since 2014. Leads the network's national expansion, Market Center development and the rollout of the KW model in the Portuguese market.