Keller Williams (KW) is a real estate brokerage franchise built around an agent-centric philosophy. Rather than running a conventional estate agency, a local unit operates a "Market Center" — a large shared office and training hub that recruits, develops, and retains self-employed real estate agents within an exclusive territory. What's distinctive is the inversion of the usual relationship: the brand positions agents as its customers, shares deal economics with them, and treats attracting talent and education as the core product, with proprietary technology and a cap-based commission structure as the engine.