Real estate · Small-town market · Wisconsin
Real estate businesses in the Wisconsin Rapids-Marshfield, WI area
How the Wisconsin Rapids-Marshfield, WI 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 36 out of 100: Lower middle
Ranked #441 of 536 scored small-town markets
#11 of 13 scored small-town markets based in Wisconsin
- Listings
- 78
- 7 chain locations (9%)
- Official establishments
- 33
- 0.0% since 2019
- Household spending a year
- $428.7M
- On rent and homeowner costs · $13,292 a household
- Housing spending per listing (U.S. = 100)
- 127
- 27% above the U.S.
- Listings per 10k households
- 24.2
- 37% below the U.S.
- Population, 2025
- 74,060
- −0.2% since 2020
See the real estate businesses around any address in the Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield 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
The Groundwork market score for real estate businesses in the Wisconsin Rapids-Marshfield area is 36 (lower middle), #441 of 536 scored small-town markets and #11 of 13 scored small-town markets based in Wisconsin. That puts it in the bottom quarter of small-town markets.
Households in the Wisconsin Rapids-Marshfield area spend about $428.7M a year on rent and homeowner costs, or $13,292 per household, 20% below the U.S. average. Housing spending per office is 27% 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.
The Wisconsin Rapids-Marshfield area has 78 real estate businesses on map listings as of September 2026. Of those, 7 are chain locations, or 9%, against 6% across the U.S. That comes to 24.2 for every 10,000 households, 37% below the U.S. rate of 38.5.
Official counts show 33 businesses with payroll classed as real estate agents, property managers, mortgage lenders and inspectors in the Wisconsin Rapids-Marshfield area in 2023, unchanged from 2019. That is one for every 977 households, against one for every 414 across the U.S. Population estimates put the population change in the Wisconsin Rapids-Marshfield area from 2020 to 2025 at −0.2%, against +3.1% for the U.S.
How the Wisconsin Rapids-Marshfield area compares
The same measures for Wisconsin 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 | Wisconsin Rapids-Marshfield area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 24.2 | 27.7 | 38.5 |
| Housing spending per listing (U.S. = 100) | 127 | 118 | 100 |
| Households per official establishment | 977 | 660 | 414 |
| Official establishment growth, 2019–2023 | 0.0% | +19.6% | +15.8% |
| Population growth, 2020–2025 | −0.2% | +1.3% | +3.1% |
| Spending per household on rent and homeowner costs | $13,292 | $14,211 | $16,661 |
| Median household income | $67,989 | $77,485 | $80,734 |
| Groundwork market score | 36 | 54 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 330.0% over the period
- Employees, 2023
- 113
- Annual payroll, 2023
- $3.1M
- One-person businesses, 2023
- 169Businesses with no payroll
- Map listings, September 2026
- 787 chain locations
- Listings at the U.S. rate for this spending
- 99The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 0
- Amount
- $0
SBA-backed loans to businesses classed as real estate agents, property managers, mortgage lenders and inspectors in the Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield area
- Population, 2025 estimate
- 74,060−0.2% since 2020
- Households
- 32,253
- Median age
- 43.8
- Homes lived in by their owners
- 73%
- Vehicles per household
- 1.9
- Land area
- 793 sq. mi.
- People per square mile
- 93
- Median household income
- $67,989+23.8% vs. 2015–2019, before inflation
- Average household income
- $86,117
- Median home value
- $175,600
- Jobs located here
- 37,937
- Daytime population
- 75,209Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield 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 Wisconsin
Every Wisconsin market ranked →The highest-scoring small-town markets in Wisconsin for real estate businesses, numbered among those based in Wisconsin (a market based in another state is listed without a number), with the Wisconsin Rapids-Marshfield area marked.
Top small-town markets in Wisconsin
| Market | Score | Listings | Per 10k households | Housing spending per listing (U.S. = 100) | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Beaver Dam, WI | 68 | 51 | 14.2 | 224 | −0.3% | #62 of 536 |
| 2Shawano, WI | 63 | 25 | 13.4 | 227 | +1.4% | #100 of 536 |
| Iron Mountain, MI-WI | 57 | 20 | 14.2 | 212 | +0.4% | #163 of 536 |
| 3Manitowoc, WI | 56 | 54 | 15.3 | 202 | +0.4% | #175 of 536 |
| 4Marinette, WI-MI | 56 | 47 | 16.0 | 185 | +0.3% | #178 of 536 |
| 5Menomonie, WI | 54 | 35 | 20.1 | 159 | +1.7% | #214 of 536 |
| 6Stevens Point-Plover, WI | 53 | 67 | 22.6 | 143 | +2.2% | #230 of 536 |
| 7Platteville, WI | 49 | 39 | 19.5 | 157 | +0.9% | #279 of 536 |
| 8Rice Lake, WI | 46 | 40 | 20.0 | 153 | −0.5% | #308 of 536 |
| 9Sparta, WI | 46 | 39 | 21.3 | 146 | +0.6% | #310 of 536 |
| 11Wisconsin Rapids-Marshfield, WI | 36 | 78 | 24.2 | 127 | −0.2% | #441 of 536 |
Other business types in the Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield, WI area?
Map listings as of September 2026 show 78 real estate businesses in the Wisconsin Rapids-Marshfield area. 7 of them (9%) are chain locations. The listings count real estate agents and brokers, property managers, mortgage brokers and lenders, and home inspectors. Official counts show 33 businesses with payroll classed as real estate agents, property managers, mortgage lenders and inspectors in 2023, unchanged from 2019. Official counts list 169 one-person businesses without payroll.
How much do households in the Wisconsin Rapids-Marshfield, WI area spend on rent and homeowner costs?
About $428.7M a year, or $13,292 per household. That is 20% below the U.S. average (an index of 80, where 100 is the U.S. average). For the 78 real estate businesses on map listings, housing spending per office is 27% 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. It is estimated from the incomes of the 32,253 households in the Wisconsin Rapids-Marshfield area and national spending patterns by income.
How does the Wisconsin Rapids-Marshfield, WI area compare with the U.S. for real estate businesses?
The Wisconsin Rapids-Marshfield area has 24.2 real estate businesses per 10,000 households, 37% below the U.S. rate of 38.5. The index of housing spending per office is 127, where 100 is the U.S. At the U.S. ratio of real estate businesses to household spending, the Wisconsin Rapids-Marshfield area would have about 99, against 78 on map listings. There is one business with payroll in the industry for every 977 households, against one for every 414 across the U.S. The official count held level from 2019 to 2023, against +15.8% for the U.S.
How fast is the Wisconsin Rapids-Marshfield, WI area growing?
Population estimates put the Wisconsin Rapids-Marshfield area at 74,060 people in 2025, down 0.2% since 2020, against +3.1% for the U.S. It has 32,253 households. Median household income in the Wisconsin Rapids-Marshfield area is $67,989, 16% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 23.8%, 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 Wisconsin Rapids-Marshfield area scores 36 for real estate businesses (lower middle), #441 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 Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield area
Screening a site or an acquisition in the Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield 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.