Keller Williams Announces Expansion into Croatia
Keller Williams Realty, LLC (KW), widely recognized as the world’s largest real estate franchise by agent count, is continuing its strategic expansion across Europe with the launch of a new master franchise in Croatia. This latest development reflects the company’s growing international momentum and its commitment to empowering real estate entrepreneurs through proven business models and a strong global network.
The expansion into Croatia marks another milestone for KW’s international division, Keller Williams Worldwide (KWW), which has been actively scaling its presence beyond North America. With more than 10,000 agents already operating across Europe, the company continues to strengthen its footprint by entering markets with high growth potential and evolving real estate landscapes.
Welcoming the new franchise, William E. Soteroff emphasized the importance of structured models in driving success. He noted that Keller Williams’ approach enables entrepreneurs to transform opportunities into predictable and scalable growth, regardless of the market. This philosophy has been central to the brand’s expansion strategy and has contributed to its consistent global growth.
The Croatian franchise will be led by Boris Batelic, who has been appointed as Regional Operating Principal. Under his leadership, KW Croatia is currently in the initial phase of operations, with plans to open its first market center in the second quarter of 2026. This launch is expected to introduce a new level of professionalism and innovation to the local real estate sector.
Batelic brings over 25 years of leadership experience spanning real estate, telecommunications, and technology. Throughout his career, he has demonstrated a strong ability to drive revenue growth, streamline operations, and enhance customer experiences. Prior to joining Keller Williams, he served as CEO of Remax Centar Nekretnina, a prominent Croatian real estate firm with approximately 100 agents. He also held the role of CEO at Optima Telekom, where he successfully guided the company through a challenging pre-bankruptcy period, showcasing his expertise in transformation and turnaround strategies.
According to Batelic, the Croatian real estate market is at a point where structural change and innovation are urgently needed. He believes that traditional models often fall short in supporting agents and entrepreneurs, creating an opportunity for a more dynamic and agent-centric approach. His decision to partner with Keller Williams was driven by the alignment of values and the potential to introduce a model that prioritizes people, growth, and long-term success.
Batelic has articulated a clear vision for KW Croatia, focusing on building an environment where real estate professionals can thrive. He emphasizes that the industry is ultimately about people rather than properties, and his goal is to create a platform that supports agents in growing their businesses while connecting them to a global network of opportunities. By leveraging Keller Williams’ systems, training programs, and collaborative culture, he aims to elevate standards within the Croatian market.
Croatia becomes the 21st European region to adopt the Keller Williams master franchise model, joining an established network that includes countries such as the United Kingdom, Portugal, Spain, France, Germany, Italy, and several others across Central and Eastern Europe. This growing presence highlights the brand’s ability to adapt its model to diverse markets while maintaining a consistent focus on agent success and operational excellence.
Batelic also reflected on his experience attending a Keller Williams Family Reunion event in Atlanta, where he was struck by the supportive and collaborative culture within the organization. He described the willingness of fellow members to offer assistance and share knowledge as a defining characteristic of the brand. This sense of community, he noted, reinforces his confidence in the decision to bring Keller Williams to Croatia and contributes to the company’s appeal among real estate professionals.
As of early 2026, Keller Williams Worldwide operates in more than 60 regions outside the United States and Canada, with over 16,700 agents working across 257 market centers. The organization continues to explore expansion opportunities in emerging and developing markets, including regions in Africa, Central and South America, and Asia. Its growth strategy is guided by a set of core criteria, including the presence of strong local leadership, alignment with the company’s culture, and stable economic and regulatory environments.
In addition to Europe, Keller Williams has established a presence in a wide range of global markets, from Latin America and the Caribbean to the Middle East and Asia-Pacific. This extensive network enables the company to offer its agents international exposure and cross-border business opportunities, further enhancing its value proposition.
The launch of KW Croatia represents more than just geographic expansion; it signifies the introduction of a new business model designed to empower agents and modernize the real estate industry. By combining local expertise with global resources, Keller Williams aims to create a sustainable and scalable platform that benefits both professionals and clients.
As the Croatian real estate market continues to evolve, the arrival of Keller Williams is expected to bring increased competition, innovation, and professionalism. With experienced leadership, a proven model, and a strong global network, KW Croatia is well-positioned to make a meaningful impact and contribute to the ongoing transformation of the industry in the region.
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