KW offers agent tools to navigate growing modular housing space 

As modular homes become an increasingly popular solution to housing affordability challenges, Keller Williams has announced that it is offering its agents specialized training and networking opportunities in an effort to give them an edge in the growing modular housing space.

During its Mega Agent Camp 2026 this week, the franchise giant said it is launching KW Modular, a community that offers training on modular transactions, land and development, and financing. The community will also connect agents with modular builders and developers, according to a news release, and will provide certification opportunities for agents who go through training.

Expanding agent offerings: "Modular housing gives agents another way to expand how they serve buyers, landowners, builders, and developers," said Scott Malouff, community leader at KW Modular and the founder and CEO of the San Antonio-based Malouff International Group.

The goal of KW Modular, he added, is to provide agents with tools, contacts and training so that they can "confidently participate in this emerging segment of residential real estate." 

An 'increasingly important role' in real estate: Malouff said he spent almost two years touring modular factories across four continents to learn about the modular construction process and the kind of impact it could have on the real estate industry. Those efforts "convinced me that factory-built homes can play an increasingly important role alongside site-built construction," he said.

"With labor and affordability challenges putting pressure on construction, factory-built housing is creating new opportunities to bring greater efficiency, consistency, and predictability to the building process," Malouff added.

Growth in modular housing ahead: Modular homes are steadily gaining market share in the U.S. and in Canada, according to the Modular Building Institute (MBI). In 2025, permanent modular construction was a $20.5 billion industry that accounted for about 5.1% of construction activity in the U.S., though this option was most popular for multifamily housing. The institute estimates that the market will grow at a compound annual rate of 6.5% through 2030.

This data indicates "that modular construction is gaining ground because it addresses the problems owners and communities need solved now: housing shortages, limited labor, rising costs and schedules that cannot keep slipping," MBI Executive Director Tom Hardiman said in a July blog post. "The opportunity is not simply to build faster. It is to deliver greater certainty, quality and capacity across the markets that need it most."

The modular construction industry may also benefit from the 21st Century ROAD to Housing Act, which became law in early July. Some of the law's provisions include eliminating some financial barriers in FHA construction programs and streamlining building codes for factory-built homes.