Keller Williams has awarded a master franchise in the Balkan country of Montenegro, according to an announcement on Monday. KW Montenegro is expected to open its first market center in the fourth quarter of 2026 under Regional Operating Principal Dušan Raičević.
Raičević founded Gradient, a Montenegro-based real estate development and construction company. He has 15 years of experience in real estate investment, development, construction and sales, and began his career in banking.
“I wasn’t looking for another brand to put on the door: I was looking for a system that could genuinely change what happens behind that door,” Raičević said in a written statement. “What attracted me to KW was its focus on education, leadership, technology and collaboration, and a proven framework that empowers agents to build their own businesses.”
William E. Soteroff, president of Keller Williams Worldwide, said Raičević’s background matched what the company looks for in new market leaders. “He brings the experience, entrepreneurial mindset and vision we look for in leaders who can build strong businesses and grow our culture in new markets,” Soteroff said.
As of Aug. 31, Keller Williams counts more than 160 market centers and 10,250 agents across Europe, the Middle East and Africa (EMEA). Montenegro is the company’s 31st master franchise in EMEA, joining Albania, Bulgaria, Croatia, Cyprus, the Czech Republic, Dubai, Egypt, France, Monaco, Germany, Greece, Hungary, Ireland, Israel, Italy, Luxembourg, North Macedonia, Poland, Portugal, Qatar, Romania, Saudi Arabia, Scotland, Serbia, Slovenia, Southern Africa, Spain, Türkiye, Northern Cyprus, the United Kingdom and Uzbekistan.
Outside the U.S. and Canada, KWW reports more than 240 market centers and 16,100 agents across more than 60 regions as of Aug. 31.
Soteroff said the company is evaluating further expansion in Africa, Central and South America, Central and Eastern Europe and Asia, as KW Montenegro moves toward its first market center opening.
