Real estate · Metro area · Florida
Real estate agents and brokers in the Lakeland-Winter Haven, FL metro area
Competitor counts, household spending and official business counts for real estate agents and brokers in the Lakeland-Winter Haven, FL metro area, set against other metro areas and the U.S.
Groundwork market score · out of 100
Score 52 out of 100: Upper middle
Ranked #167 of 387 scored metro areas
#2 of 22 scored metro areas based in Florida
- Listings
- 742
- 31 chain locations (4%)
- Official establishments
- 284
- +20.3% since 2019
- Household spending a year
- $4.2B
- On rent and homeowner costs · $14,367 a household
- Housing spending per listing (U.S. = 100)
- 103
- 3% above the U.S.
- Listings per 10k households
- 25.6
- 16% below the U.S.
- Population, 2025
- 874,790
- +19.8% since 2020
See the real estate agents and brokers around any address in the Lakeland-Winter Haven metro area
The site report maps the real estate agents and brokers on map listings near the address, by name and distance, and sizes the households and spending around it. Or open the report at the center of the Lakeland-Winter Haven metro area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSurvey estimates 2020–2024 · population estimates 2025 · official business counts 2023 · map listings September 2026 · Data credits · How we measure
What this means
Household spending on rent and homeowner costs in the Lakeland-Winter Haven metro area comes to about $4.2B a year: $14,367 per household, 14% below the U.S. average. Housing spending per office is 3% above the U.S. figure. The spending figure is all rent and homeowner costs, a measure of housing demand, not money real estate agents and brokers take in.
There are 742 real estate agents and brokers on map listings in the Lakeland-Winter Haven metro area as of September 2026. 31 of them (4%) are chain locations, against 4% across the U.S. Per 10,000 households, that is 25.6, 16% below the U.S. rate of 30.6.
Official counts show 284 businesses with payroll classed as offices of real estate agents and brokers in the Lakeland-Winter Haven metro area in 2023, up 20.3% from 2019. That is one for every 1,019 households, against one for every 788 across the U.S. Since fiscal 2022, 2 SBA-backed loans worth $227K have gone to businesses classed as offices of real estate agents and brokers in the Lakeland-Winter Haven metro area.
Population estimates show the Lakeland-Winter Haven metro area grew 19.8% from 2020 to 2025, faster than the U.S. (+3.1%). The Groundwork market score for real estate agents and brokers in the Lakeland-Winter Haven metro area is 52 (upper middle), #167 of 387 scored metro areas and #2 of 22 scored metro areas based in Florida.
How the Lakeland-Winter Haven metro area compares
The same measures for Florida and the whole U.S. Housing spending per listing divides all rent and homeowner costs by the listings counted: a measure of housing demand for each business, not money any of them take in, so it is shown against the U.S. (100) only. Households per establishment divides households by the official count.
| Measure | Lakeland-Winter Haven metro area | Florida | U.S. |
|---|---|---|---|
| Listings per 10k households | 25.6 | 50.2 | 30.6 |
| Housing spending per listing (U.S. = 100) | 103 | 56 | 100 |
| Households per official establishment | 1,019 | 414 | 788 |
| Official establishment growth, 2019–2023 | +20.3% | +26.6% | +20.1% |
| Population growth, 2020–2025 | +19.8% | +8.7% | +3.1% |
| Spending per household on rent and homeowner costs | $14,367 | $15,326 | $16,661 |
| Median household income | $65,978 | $74,568 | $80,734 |
| Groundwork market score | 52 | 30 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 284+20.3% over the period
- Employees, 2023
- 726
- Annual payroll, 2023
- $41.1M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 74231 chain locations
- Listings at the U.S. rate for this spending
- 763The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 2
- Amount
- $227K
SBA-backed loans to businesses classed as offices of real estate agents and brokers in the Lakeland-Winter Haven metro area, through June 2026, placed by the borrower’s ZIP code. Official establishments are businesses with payroll; the official counts leave out places with fewer than 3.
Population and households in the Lakeland-Winter Haven metro area
- Population, 2025 estimate
- 874,790+19.8% since 2020
- Households
- 289,425
- Median age
- 40.5
- Homes lived in by their owners
- 70%
- Vehicles per household
- 1.8
- Land area
- 1,799 sq. mi.
- People per square mile
- 440
- Median household income
- $65,978+30.4% vs. 2015–2019, before inflation
- Average household income
- $87,487
- Median home value
- $266,500
- Jobs located here
- 284,856
- Daytime population
- 728,367Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Lakeland-Winter Haven metro area?
These figures cover the whole metro area. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the real estate agents and brokers on map listings by name and distance.
Or open the report at the center of the Lakeland-Winter Haven metro area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardReal estate agents and brokers across Florida
Every Florida market ranked →The highest-scoring metro areas in Florida for real estate agents and brokers, numbered among those based in Florida, with the Lakeland-Winter Haven metro area marked.
Top metro areas in Florida
| Market | Score | Listings | Per 10k households | Housing spending per listing (U.S. = 100) | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Wildwood-The Villages, FL | 63 | 121 | 17.2 | 161 | +21.1% | #73 of 387 |
| 2Lakeland-Winter Haven, FL | 52 | 742 | 25.6 | 103 | +19.8% | #167 of 387 |
| 3Sebring, FL | 44 | 112 | 23.9 | 103 | +9.7% | #244 of 387 |
| 4Gainesville, FL | 41 | 399 | 28.0 | 94 | +5.4% | #270 of 387 |
| 5Tallahassee, FL | 36 | 473 | 29.9 | 89 | +3.1% | #326 of 387 |
| 6Homosassa Springs, FL | 35 | 199 | 27.9 | 90 | +11.1% | #337 of 387 |
| 7Pensacola-Ferry Pass-Brent, FL | 35 | 748 | 37.1 | 75 | +6.5% | #340 of 387 |
| 8Deltona-Daytona Beach-Ormond Beach, FL | 35 | 1,168 | 39.7 | 68 | +11.2% | #341 of 387 |
| 9Palm Bay-Melbourne-Titusville, FL | 35 | 1,142 | 44.3 | 64 | +9.1% | #342 of 387 |
| 10Jacksonville, FL | 35 | 2,995 | 45.2 | 64 | +10.7% | #343 of 387 |
Other business types in the Lakeland-Winter Haven metro area
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
Groceries and convenience
Auto
Beauty and personal care
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
- Real estate52
- Real estate agents and brokers52
- Property management47
- Mortgage brokers and lenders63
- Home inspectors39
Funeral services
Questions
How many real estate agents and brokers are in the Lakeland-Winter Haven, FL metro area?
As of September 2026, map listings count 742 real estate agents and brokers in the Lakeland-Winter Haven metro area. 31 of them (4%) are chain locations. The listings count real estate agents and brokerages, commercial brokers included. Official counts show 284 businesses with payroll classed as offices of real estate agents and brokers in 2023, up 20.3% from 2019.
How much do households in the Lakeland-Winter Haven, FL metro area spend on rent and homeowner costs?
About $4.2B a year, or $14,367 per household. That is 14% below the U.S. average (an index of 86, where 100 is the U.S. average). For the 742 real estate agents and brokers on map listings, housing spending per office is 3% above the U.S. figure. That figure is all rent and homeowner costs, used as a measure of housing demand; it is not money real estate agents and brokers take in. It is estimated from the incomes of the 289,425 households in the Lakeland-Winter Haven metro area and national spending patterns by income.
How does the Lakeland-Winter Haven, FL metro area compare with the U.S. for real estate agents and brokers?
The Lakeland-Winter Haven metro area has 25.6 real estate agents and brokers per 10,000 households, 16% below the U.S. rate of 30.6. The index of housing spending per office is 103, where 100 is the U.S. At the U.S. ratio of real estate agents and brokers to household spending, the Lakeland-Winter Haven metro area would have about 763, against 742 on map listings. There is one business with payroll in the industry for every 1,019 households, against one for every 788 across the U.S. The official count rose 20.3% from 2019 to 2023, against +20.1% for the U.S.
How fast is the Lakeland-Winter Haven, FL metro area growing?
Population estimates put the Lakeland-Winter Haven metro area at 874,790 people in 2025, up 19.8% since 2020, faster than the U.S. (+3.1%). It has 289,425 households. Median household income in the Lakeland-Winter Haven metro area is $65,978, 18% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 30.4%, before inflation.
What is the Groundwork market score?
The Groundwork market score runs from 0 to 100 and compares a market with others of its kind for one business type: states with states, metro areas with metro areas, small-town markets and counties with their own. It weighs household spending per competitor (35%), households per business with payroll (25%), population growth (20%) and spending power (20%), each ranked against those peers. A higher score means that, taken together, the market has more household spending and more households for each business already there, faster population growth and more spending per household than similar markets. It describes a market, not any one site or deal. The Lakeland-Winter Haven metro area scores 52 for real estate agents and brokers (upper middle), #167 of 387 scored metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Lakeland-Winter Haven metro area. It maps the real estate agents and brokers on map listings near the site and sizes the households and spending within the distance you choose. New accounts get 10 actions over 3 days, no card.
How the score works · Top markets for real estate agents and brokers · All 56 business types in the Lakeland-Winter Haven metro area
Screening a site or an acquisition in the Lakeland-Winter Haven metro area?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
The button opens the report at the center of the Lakeland-Winter Haven metro area. Signed out, you see a blurred preview; on an account, each report is one action.
This product uses the Census Bureau Data API but is not endorsed or certified by the Census Bureau.
Figures are estimates for research only. Not investment or real estate advice.