Real estate · Small-town market · Iowa
Real estate businesses in the Pella, IA area
How the Pella, IA area compares with other small-town markets and the U.S. for real estate businesses: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 57 out of 100: Upper middle
Ranked #166 of 536 scored small-town markets
#6 of 15 scored small-town markets based in Iowa
- Listings
- 25
- 3 chain locations (12%)
- Official establishments
- 18
- −18.2% since 2019
- Household spending a year
- $188.6M
- On rent and homeowner costs · $14,160 a household
- Housing spending per listing (U.S. = 100)
- 174
- 74% above the U.S.
- Listings per 10k households
- 18.8
- 51% below the U.S.
- Population, 2025
- 34,192
- +2.3% since 2020
See the real estate businesses around any address in the Pella area
The site report maps the real estate businesses 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 Pella 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
As of September 2026, map listings count 25 real estate businesses in the Pella area. Of those, 3 are chain locations, or 12%, against 6% across the U.S. That comes to 18.8 for every 10,000 households, 51% below the U.S. rate of 38.5.
Household spending on rent and homeowner costs in the Pella area comes to about $188.6M a year: $14,160 per household, 15% below the U.S. average. Housing spending per office is 74% 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 businesses take in.
In 2023, official counts showed 18 businesses with payroll in the Pella area classed as real estate agents, property managers, mortgage lenders and inspectors, down 18.2% from 2019. That is one for every 740 households, against one for every 414 across the U.S. Another 119 one-person businesses have no payroll, by official counts. Since fiscal 2022, 1 SBA-backed loan worth $172K has gone to businesses classed as real estate agents, property managers, mortgage lenders and inspectors in the Pella area.
Between 2020 and 2025, the population of the Pella area grew 2.3%, slower than the U.S. (+3.1%). The Groundwork market score for real estate businesses in the Pella area is 57 (upper middle), #166 of 536 scored small-town markets and #6 of 15 scored small-town markets based in Iowa.
How the Pella area compares
The same measures for Iowa 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 | Pella area | Iowa | U.S. |
|---|---|---|---|
| Listings per 10k households | 18.8 | 24.9 | 38.5 |
| Housing spending per listing (U.S. = 100) | 174 | 130 | 100 |
| Households per official establishment | 740 | 648 | 414 |
| Official establishment growth, 2019–2023 | −18.2% | +13.9% | +15.8% |
| Population growth, 2020–2025 | +2.3% | +1.5% | +3.1% |
| Spending per household on rent and homeowner costs | $14,160 | $14,016 | $16,661 |
| Median household income | $78,680 | $75,059 | $80,734 |
| Groundwork market score | 57 | 60 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 18−18.2% over the period
- Employees, 2023
- 41
- Annual payroll, 2023
- $954K
- One-person businesses, 2023
- 119Businesses with no payroll
- Map listings, September 2026
- 253 chain locations
- Listings at the U.S. rate for this spending
- 44The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 1
- Amount
- $172K
SBA-backed loans to businesses classed as real estate agents, property managers, mortgage lenders and inspectors in the Pella 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 Pella area
- Population, 2025 estimate
- 34,192+2.3% since 2020
- Households
- 13,316
- Median age
- 40.1
- Homes lived in by their owners
- 78%
- Vehicles per household
- 2.2
- Land area
- 555 sq. mi.
- People per square mile
- 61
- Median household income
- $78,680+28.9% vs. 2015–2019, before inflation
- Average household income
- $100,547
- Median home value
- $233,000
- Jobs located here
- 19,073
- Daytime population
- 36,093Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Pella 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 businesses on map listings by name and distance.
Or open the report at the center of the Pella area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardReal estate across Iowa
Every Iowa market ranked →The highest-scoring small-town markets in Iowa for real estate businesses, numbered among those based in Iowa, with the Pella area marked.
Top small-town markets in Iowa
| Market | Score | Listings | Per 10k households | Housing spending per listing (U.S. = 100) | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Le Mars, IA | 66 | 15 | 14.5 | 227 | 0.0% | #77 of 536 |
| 2Storm Lake, IA | 65 | 12 | 15.9 | 200 | −1.7% | #88 of 536 |
| 3Ottumwa, IA | 63 | 19 | 13.6 | 221 | −0.3% | #101 of 536 |
| 4Marshalltown, IA | 63 | 24 | 15.5 | 200 | −0.5% | #102 of 536 |
| 5Oskaloosa, IA | 60 | 14 | 16.0 | 192 | −1.2% | #133 of 536 |
| 6Pella, IA | 57 | 25 | 18.8 | 174 | +2.3% | #166 of 536 |
| 7Fort Madison, IA | 54 | 17 | 11.9 | 250 | −3.6% | #204 of 536 |
| 8Clinton, IA | 49 | 33 | 16.9 | 183 | −0.9% | #276 of 536 |
| 9Mason City, IA | 43 | 43 | 18.9 | 165 | −1.5% | #346 of 536 |
| 10Carroll, IA | 42 | 18 | 20.5 | 155 | −2.0% | #361 of 536 |
Other business types in the Pella 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
Funeral services
Questions
How many real estate businesses are in the Pella, IA area?
The Pella area has 25 real estate businesses on map listings as of September 2026. 3 of them (12%) are chain locations. The listings count real estate agents and brokers, property managers, mortgage brokers and lenders, and home inspectors. Official counts show 18 businesses with payroll classed as real estate agents, property managers, mortgage lenders and inspectors in 2023, down 18.2% from 2019. Official counts list 119 one-person businesses without payroll.
How much do households in the Pella, IA area spend on rent and homeowner costs?
About $188.6M a year, or $14,160 per household. That is 15% below the U.S. average (an index of 85, where 100 is the U.S. average). For the 25 real estate businesses on map listings, housing spending per office is 74% above the U.S. figure. The spending figure is all rent and homeowner costs, a measure of housing demand, not money real estate businesses take in. It is estimated from the incomes of the 13,316 households in the Pella area and national spending patterns by income.
How does the Pella, IA area compare with the U.S. for real estate businesses?
The Pella area has 18.8 real estate businesses per 10,000 households, 51% below the U.S. rate of 38.5. The index of housing spending per office is 174, where 100 is the U.S. At the national ratio of real estate businesses to household spending, the Pella area would have about 44, against 25 on map listings. There is one business with payroll in the industry for every 740 households, against one for every 414 across the U.S. The official count fell 18.2% from 2019 to 2023, against +15.8% for the U.S.
How fast is the Pella, IA area growing?
Population estimates put the Pella area at 34,192 people in 2025, up 2.3% since 2020, slower than the U.S. (+3.1%). It has 13,316 households. The median household income in the Pella area is $78,680 a year, 3% below the U.S. median of $80,734. That rose 28.9% from the 2015–2019 survey, 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 Pella area scores 57 for real estate businesses (upper middle), #166 of 536 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Pella area. It maps the real estate businesses 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 businesses · All 56 business types in the Pella area
Screening a site or an acquisition in the Pella 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 Pella 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.