Finding a house in North Texas is basically a full-time job. Honestly, if you’ve spent more than five minutes scrolling through Zillow lately, you know the Frisco market is a beast that refuses to be tamed. It’s shiny, it’s fast, and it’s expensive. That’s where the names start flying at you—the big brokerages, the "top producers," and specifically, Keller Williams Frisco Stars. People talk about them like they’re the gatekeepers of the 75034 zip code. But here’s the thing: most folks think a real estate office is just a room with desks and a fancy logo on the door.
They’re wrong.
In a city like Frisco, where the median home value is hovering around $698,000 as of early 2026, the office at 4783 Preston Road functions more like a high-stakes command center than a local shop. You aren't just looking for a "realtor." You’re looking for someone who knows why a house in Starwood sells in three days while a similar one down the road sits for sixty.
The Reality of the Frisco Market in 2026
We’re in a weird spot right now. After a few years of absolute chaos, the North Texas market is finally exhaling. It isn't a crash—don't let the clickbait headlines fool you—but it is a "Great Housing Reset." According to local data from the start of this year, inventory is actually climbing. We saw 58 new listings in Frisco just in the first week of January 2026.
But here is the kicker: buyers are becoming picky as hell.
The days of "list it and they will come" are dead. Sellers are facing a reality check where price decreases are outnumbering increases nearly four to one. If you’re working with an agent at Keller Williams Frisco Stars, they’re probably telling you to stop "testing the market" and start pricing for reality. It's a blunt conversation. Nobody likes hearing their "forever home" isn't worth the extra $50k they tacked on for sentiment, but that’s the expertise you pay for.
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Why Does "Frisco Stars" Specifically Matter?
It’s about the network. This isn't some tiny boutique firm where one person handles everything from the photography to the escrow paperwork. This office houses a massive roster of agents—over 120 of them at last check.
Think about it this way:
- You have veterans like Geni Manning with over 40 years of experience.
- The Christie Cannon Team has basically become a household name in Southwest Frisco.
- Specialists like Howard Rose focus on high-net-worth buyers and military relocations.
- Swati Shah is known for that high-touch, "concierge" style for international moves.
When you have that many brains in one building, the internal data is better than anything you'll find on a public website. They know which houses are coming to market before the sign even hits the yard. In a market where 22 homes went pending in a single week this month, that five-day head start is the difference between getting the keys and getting a "we went with another offer" text.
The Local Expertise Nobody Talks About
Frisco isn't just one big suburb. It's a collection of micro-markets. You have the luxury enclaves like The Preserve, where custom architecture and estate-sized lots are the norm. Then you have the booming growth toward the north near the PGA headquarters.
An agent at Keller Williams Frisco Stars isn't just looking at the number of bedrooms. They’re looking at the Frisco Independent School District zones. They’re watching the corporate relocations. Did you know over 120 companies moved to the DFW area in the last five years? Those employees need houses. And they usually want them near the $5 Billion Mile or the Star.
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It's a Seller's Market... Sorta
Wait. I just said inventory was up. So why is it still a seller's market?
Because "quality" inventory is still scarce. A lot of the homes sitting on the market right now are the ones that need work or are priced like it's 2021. The "Frisco Stars" agents are notoriously aggressive about staging. Swati Shah, for example, is known for previewing homes through the "eyes of the buyer" and suggesting fixes like new light fixtures or decluttering before a single photo is taken.
It’s annoying to hear you need to repaint your beige walls. But when it results in a sale while your neighbor’s house sits for 64 days? You’ll take the advice.
What to Actually Expect if You Walk In
The office is located at 4783 Preston Road, Suite 100. It’s busy. If you’re a buyer, don’t expect a magic wand. Mortgage rates are hovering around 6% to 6.3% right now. It's better than the 7% peaks we saw, but it's not the "free money" era of 2020.
Your agent is going to sit you down and talk about leverage. Because there are more listings now, you actually have the power to negotiate again. You can ask for repairs. You can ask for closing costs. These are things that would have gotten your offer laughed at three years ago.
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The Agent "Vibe" Check
One thing about Keller Williams—they’re big on culture. They call themselves a "training and coaching company" that just happens to sell real estate. For you, the client, that means your agent is probably getting constant updates on the latest legal shifts and tech tools.
But let’s be real: you don't care about their training. You care if they answer their phone at 8 PM on a Sunday when you’re panicking about an inspection report. Reviews for agents at this office, like Shaheer Hashmi or Hamed Belgameh, consistently point to one thing: patience. Buying a home in Frisco is a high-anxiety event. You need a human, not a robot.
Actionable Steps for Navigating Frisco Real Estate
If you're looking to jump into the market with Keller Williams Frisco Stars, or any North Texas firm, don't just wing it.
- Get a "Value-In" Consultation: Don't just ask "what's my home worth?" Ask "what do I need to change to make it worth $20k more?"
- Look at the "Days on Market" (DOM): If a house in Frisco has been sitting for more than 45 days in this current 2026 climate, there is a reason. Use that as your leverage.
- Interview the Team, Not Just the Agent: Big teams like Christie Cannon’s have dedicated closing specialists. Know who is handling your paperwork so you aren't left in the dark during the "under contract" phase.
- Target the "Back on Market" Gems: About 9 to 12 homes a week in Frisco fall out of contract due to financing or inspections. These are prime opportunities for a backup offer.
- Verify the Specialties: If you’re a first-time buyer, don’t use a luxury estate specialist. Use someone like Kaelyn Faria who has a track record with newer buyers.
The Frisco market is maturing. The frantic "gold rush" has turned into a calculated game of chess. Whether you’re moving for the schools, the jobs, or just to be near the Cowboys' practice facility, the stars are aligned—but only if you know how to read the map.
Start by pulling a current market report for your specific neighborhood. Aggregate data for "Frisco" is fine, but data for "Newman Village" or "Chapel Creek" is what actually determines your bank account balance. Reach out to an agent who specifically mentions your target neighborhood in their past sales—that local "block-by-block" knowledge is the only thing that justifies a commission in 2026.