Real estate · Small-town market · Michigan
Real estate agents and brokers in the Holland, MI area
The real estate agents and brokers in the Holland, MI area, the household spending behind them and how the market ranks against other small-town markets.
Groundwork market score · out of 100
Score 61 out of 100: Upper middle
Ranked #124 of 533 scored small-town markets
#2 of 18 scored small-town markets based in Michigan
- Listings
- 72
- 15 chain locations (21%)
- Official establishments
- 26
- +13.0% since 2019
- Household spending a year
- $657M
- On rent and homeowner costs · $14,432 a household
- Housing spending per listing (U.S. = 100)
- 167
- 67% above the U.S.
- Listings per 10k households
- 15.8
- 48% below the U.S.
- Population, 2025
- 123,188
- +2.1% since 2020
See the real estate agents and brokers around any address in the Holland 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 Holland 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
At $14,432 per household (13% below the U.S. average), households in the Holland area spend about $657M a year on rent and homeowner costs. Housing spending per office is 67% 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 72 real estate agents and brokers on map listings in the Holland area as of September 2026. Of those, 15 are chain locations, or 21%, against 4% across the U.S. Per 10,000 households, that is 15.8, 48% below the U.S. rate of 30.6.
In 2023, official counts showed 26 businesses with payroll in the Holland area classed as offices of real estate agents and brokers, up 13.0% from 2019. That is one for every 1,751 households, against one for every 788 across the U.S. Since fiscal 2022, 2 SBA-backed loans worth $120K have gone to businesses classed as offices of real estate agents and brokers in the Holland area.
Population estimates put the population change in the Holland area from 2020 to 2025 at +2.1%, slower than the U.S. (+3.1%). The Groundwork market score for real estate agents and brokers in the Holland area is 61 (upper middle), #124 of 533 scored small-town markets and #2 of 18 scored small-town markets based in Michigan. That puts it in the top quarter of small-town markets.
How the Holland area compares
The same measures for Michigan 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 | Holland area | Michigan | U.S. |
|---|---|---|---|
| Listings per 10k households | 15.8 | 24.6 | 30.6 |
| Housing spending per listing (U.S. = 100) | 167 | 104 | 100 |
| Households per official establishment | 1,751 | 1,600 | 788 |
| Official establishment growth, 2019–2023 | +13.0% | +14.3% | +20.1% |
| Population growth, 2020–2025 | +2.1% | +0.6% | +3.1% |
| Spending per household on rent and homeowner costs | $14,432 | $13,996 | $16,661 |
| Median household income | $83,283 | $72,875 | $80,734 |
| Groundwork market score | 61 | 47 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 26+13.0% over the period
- Employees, 2023
- 49
- Annual payroll, 2023
- $3.1M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 7215 chain locations
- Listings at the U.S. rate for this spending
- 121The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 2
- Amount
- $120K
SBA-backed loans to businesses classed as offices of real estate agents and brokers in the Holland 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 Holland area
- Population, 2025 estimate
- 123,188+2.1% since 2020
- Households
- 45,522
- Median age
- 41.4
- Homes lived in by their owners
- 87%
- Vehicles per household
- 2.0
- Land area
- 825 sq. mi.
- People per square mile
- 147
- Median household income
- $83,283+32.3% vs. 2015–2019, before inflation
- Average household income
- $103,889
- Median home value
- $267,100
- Jobs located here
- 42,851
- Daytime population
- 107,584Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Holland area?
These figures cover the whole small-town market. 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 Holland 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 Michigan
Every Michigan market ranked →The highest-scoring small-town markets in Michigan for real estate agents and brokers, numbered among those based in Michigan (a market based in another state is listed without a number), with the Holland area marked.
Top small-town markets in Michigan
| Market | Score | Listings | Per 10k households | Housing spending per listing (U.S. = 100) | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Houghton, MI | 68 | 18 | 11.7 | 204 | +1.8% | #62 of 533 |
| 2Holland, MI | 61 | 72 | 15.8 | 167 | +2.1% | #124 of 533 |
| 3Owosso, MI | 58 | 35 | 12.4 | 195 | −0.4% | #154 of 533 |
| 4Alma, MI | 57 | 17 | 11.5 | 207 | −1.1% | #164 of 533 |
| 5Iron Mountain, MI-WI | 57 | 18 | 12.8 | 187 | +0.4% | #168 of 533 |
| 6Alpena, MI | 54 | 17 | 13.1 | 174 | −0.1% | #203 of 533 |
| 7Sturgis, MI | 53 | 33 | 14.0 | 171 | +0.1% | #217 of 533 |
| Marinette, WI-MI | 51 | 42 | 14.3 | 165 | +0.3% | #242 of 533 |
| 8Coldwater, MI | 46 | 32 | 18.9 | 125 | +2.5% | #321 of 533 |
| 9Escanaba, MI | 45 | 27 | 16.9 | 139 | −0.8% | #328 of 533 |
Other business types in the Holland 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 estate60
- Real estate agents and brokers61
- Property management65
- Mortgage brokers and lenders
- Home inspectors
Funeral services
Questions
How many real estate agents and brokers are in the Holland, MI area?
As of September 2026, map listings count 72 real estate agents and brokers in the Holland area. 15 of them (21%) are chain locations. The listings count real estate agents and brokerages, commercial brokers included. Official counts show 26 businesses with payroll classed as offices of real estate agents and brokers in 2023, up 13.0% from 2019.
How much do households in the Holland, MI area spend on rent and homeowner costs?
About $657M a year, or $14,432 per household. That is 13% below the U.S. average (an index of 87, where 100 is the U.S. average). For the 72 real estate agents and brokers on map listings, housing spending per office is 67% 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 45,522 households in the Holland area and national spending patterns by income.
How does the Holland, MI area compare with the U.S. for real estate agents and brokers?
The Holland area has 15.8 real estate agents and brokers per 10,000 households, 48% below the U.S. rate of 30.6. The index of housing spending per office is 167, where 100 is the U.S. At the U.S. ratio of real estate agents and brokers to household spending, the Holland area would have about 121, against 72 on map listings. There is one business with payroll in the industry for every 1,751 households, against one for every 788 across the U.S. The official count rose 13.0% from 2019 to 2023, against +20.1% for the U.S.
How fast is the Holland, MI area growing?
Population estimates put the Holland area at 123,188 people in 2025, up 2.1% since 2020, slower than the U.S. (+3.1%). It has 45,522 households. Median household income in the Holland area is $83,283, 3% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 32.3%, 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. A small-town market is a town of 10,000 to 50,000 people and the county or counties tied to it by commuting. 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 Holland area scores 61 for real estate agents and brokers (upper middle), #124 of 533 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Holland 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 Holland area
Screening a site or an acquisition in the Holland 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 Holland 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.