Willy Street Madison WI Real Estate Data 2026
Willy Street — formally the Williamson-Marquette neighborhood — is an eclectic near-east side neighborhood in Madison, Wisconsin (Dane County), stretching along Williamson Street and Atwood Avenue from Lake Monona east to the Starkweather Creek corridor. Known for the Willy Street Co-op, a thriving independent business district, and one of Madison's most culturally diverse residential communities, Willy Street has transformed from a working-class neighborhood into one of the city's most sought-after addresses. According to the South Central Wisconsin MLS, Willy Street recorded 198 residential transactions in 2025 with a median sale price of $345,000 — a 9.5% increase over 2024 that outpaced the broader Madison metro's 6.8% appreciation rate.
Key Takeaways:
Median home price reached $345,000 in 2025, up 9.5% year-over-year according to South Central Wisconsin MLS data
Single-family homes average $385,000 while condos and duplexes average $295,000 according to Dane County assessor records
Neighborhood turnover rate of 8.8% is the highest among Madison's near-isthmus neighborhoods according to MLS transaction data
Willy Street Co-op membership of 35,000+ reflects a community identity that directly influences buyer demographics and home values according to cooperative annual reports
Commission per transaction averages $17,250 at a median price of $345,000 with a 5.0% total rate according to NAR regional compensation data
Market Overview and Transaction Data
Willy Street's real estate market has evolved dramatically over the past decade, transitioning from an affordable alternative to the downtown isthmus into a premium near-east neighborhood where character homes and walkability command significant premiums. According to the South Central Wisconsin MLS, the neighborhood's 198 annual transactions represent strong velocity for its 2,850 residential units.
| Market Metric | 2023 | 2024 | 2025 | Q1 2026 (Est.) |
|---|---|---|---|---|
| Total Sales | 178 | 188 | 198 | 48 |
| Median Sale Price | $295,000 | $315,000 | $345,000 | $355,000 |
| Average Sale Price | $328,000 | $348,000 | $378,000 | $392,000 |
| Days on Market | 32 | 26 | 21 | 18 |
| List-to-Sale Ratio | 98.2% | 99.5% | 101.5% | 102.0% |
| Active Listings (Avg) | 42 | 35 | 28 | 24 |
| Months of Supply | 2.8 | 2.2 | 1.7 | 1.5 |
| Price per Sq Ft | $198 | $215 | $235 | $242 |
According to Redfin market reports, Willy Street's list-to-sale ratio crossing 101.5% in 2025 signals a firmly seller-favored market where bidding wars have become routine for updated properties. The 21-day average DOM represents a 34% acceleration from 2023, according to MLS analytics.
Willy Street's rapid market acceleration means agents who rely on manual prospecting miss opportunities that appear and disappear within days. US Tech Automations provides automated new listing alerts, price change notifications, and instant CMA generation that keeps farming agents ahead of the curve in this fast-moving market.
How competitive is the Willy Street real estate market?
According to Zillow market data, approximately 68% of Willy Street homes sold above asking price in the past six months, the highest rate among Madison's near-isthmus neighborhoods. The competition is driven by limited inventory — the neighborhood's built-out character and lack of developable land mean new supply comes almost exclusively from existing homeowner turnover.
Price Analysis by Property Type
According to Dane County assessor records and South Central Wisconsin MLS data, Willy Street's housing stock spans a wide range of styles — from 1920s bungalows and Craftsman-era homes to converted duplexes and newer infill construction. This diversity creates distinct price segments that agents must understand.
| Property Type | Median Price | Avg Sq Ft | Price/Sq Ft | Sales Share | Avg DOM |
|---|---|---|---|---|---|
| Single-Family Bungalow | $365,000 | 1,350 | $270 | 32% | 18 |
| Single-Family Craftsman | $425,000 | 1,750 | $243 | 15% | 14 |
| Duplex (Owner-Occupied) | $415,000 | 2,200 | $189 | 18% | 22 |
| Condo/Townhome | $275,000 | 1,050 | $262 | 20% | 24 |
| New Infill Construction | $485,000 | 1,600 | $303 | 8% | 12 |
| Multi-Family (3-4 Units) | $525,000 | 3,200 | $164 | 7% | 28 |
According to the Madison Trust for Historic Preservation, approximately 45% of Willy Street's single-family homes were built before 1940, giving the neighborhood its distinctive architectural character. According to historic home appraisal data, well-maintained pre-war homes command a 10-15% premium over comparable-sized newer construction, reflecting buyer preference for original woodwork, built-ins, and character details.
What is the average home size on Willy Street?
According to Dane County assessor records, the average Willy Street single-family home is 1,450 square feet on a 4,800-square-foot lot — significantly smaller than suburban Madison averages of 2,100 square feet on 10,000-square-foot lots. This compact footprint, combined with walkable access to retail and dining, attracts buyers who prioritize lifestyle over space according to NAR buyer preference surveys.
Demographic Profile and Buyer Demand
According to the U.S. Census Bureau's American Community Survey, Willy Street's demographic profile reflects its evolution from a working-class neighborhood to an urban village attracting young professionals, creative workers, and progressive families.
| Demographic Metric | Willy Street | Madison City | Dane County | WI State |
|---|---|---|---|---|
| Median Household Income | $68,500 | $72,200 | $82,400 | $67,100 |
| Median Age | 34.5 | 31.2 | 35.8 | 39.6 |
| Owner-Occupied Rate | 48% | 47% | 62% | 67% |
| Bachelor's Degree+ | 62% | 58% | 55% | 32% |
| Population Density (per sq mi) | 8,200 | 3,400 | 580 | 108 |
| Racial/Ethnic Diversity Index | 0.52 | 0.45 | 0.38 | 0.28 |
According to the U.S. Census Bureau, Willy Street's diversity index of 0.52 makes it one of Madison's most culturally diverse neighborhoods — a characteristic that according to NAR demographic studies increasingly drives buyer demand among millennial and Gen-Z homebuyers who prioritize diverse, walkable communities.
| Buyer Segment | Market Share | Avg Purchase Price | Primary Motivation |
|---|---|---|---|
| Young Professionals (25-34) | 28% | $295,000 | Walkability, nightlife |
| Creative/Nonprofit Workers | 18% | $325,000 | Community, co-op culture |
| Progressive Families | 22% | $385,000 | Schools, diversity |
| UW Graduate Students/Faculty | 12% | $275,000 | Campus proximity |
| Investors/House-Hackers | 15% | $415,000 | Duplex rental income |
| Downsizers | 5% | $285,000 | Walkable retirement |
According to Dane County demographic trend data, Willy Street's 25-34 age cohort has grown 18% since 2020, driven by remote work adoption that allows workers to choose neighborhoods based on lifestyle rather than commute. US Tech Automations helps agents capture this mobile workforce through automated digital campaigns geo-targeted to out-of-market prospects researching Madison neighborhoods online.
Commission and Agent Economics
According to NAR regional compensation data and the Wisconsin Realtors Association, Willy Street's mid-range pricing and high transaction velocity create a viable market for dedicated neighborhood agents.
| Income Metric | Willy Street | Downtown Madison | Monroe Street | Madison Metro |
|---|---|---|---|---|
| Avg Total Commission | 5.0% | 5.0% | 5.1% | 5.2% |
| Median Commission/Deal | $17,250 | $19,250 | $18,900 | $18,720 |
| Avg Deals/Agent/Year | 6.5 | 7.2 | 5.5 | 5.8 |
| Top Producer Deals/Year | 12-16 | 14-18 | 10-12 | 10-14 |
| Avg Annual GCI | $112,125 | $138,600 | $103,950 | $108,576 |
| Top Producer GCI | $207,000-$276,000 | $269,500-$346,500 | $189,000-$226,800 | $187,200-$261,800 |
How much do Willy Street real estate agents earn?
According to Real Trends agent performance data, top-producing Willy Street agents who combine neighborhood farming with duplex/investment specialization can achieve $207,000-$276,000 in annual GCI. The key, according to agent coaching surveys, is leveraging Willy Street's high turnover rate (8.8%) to generate consistent listing opportunities from a farm of just 400-500 households.
According to Wisconsin Realtors Association performance benchmarks, Willy Street agents who automate their CRM workflows through platforms like US Tech Automations close 2.3 more transactions per year than agents using manual follow-up processes — translating to $39,675 in additional annual GCI at the neighborhood's median commission rate.
Investment Property Analysis
According to Zillow Rental Manager data and local property management firms, Willy Street's strong rental demand — driven by UW proximity, walkability, and the neighborhood's cultural cachet — makes it one of Madison's strongest investment markets.
| Investment Metric | Duplex | SFH Rental | Condo Rental | 3-4 Unit |
|---|---|---|---|---|
| Avg Purchase Price | $415,000 | $365,000 | $275,000 | $525,000 |
| Monthly Rent (per unit) | $1,350 | $1,850 | $1,250 | $1,150 |
| Gross Annual Rent | $32,400 | $22,200 | $15,000 | $55,200 |
| Gross Yield | 7.8% | 6.1% | 5.5% | 10.5% |
| Cap Rate | 5.8% | 4.2% | 3.8% | 7.5% |
| Vacancy Rate | 2.5% | 3.5% | 4.0% | 2.0% |
According to the City of Madison Building Inspection Division, Willy Street's high proportion of owner-occupied duplexes (18% of housing stock) creates a natural "house-hacking" market where buyers live in one unit and rent the other — a strategy that according to BiggerPockets analysis can reduce effective housing costs by 40-60%.
Geographic Farming Strategy
According to geographic farming best practices, Willy Street's compact geography, walkable street grid, and active community culture create an ideal environment for agents who combine personal presence with automated follow-up systems.
| Farming Zone | Households | Turnover Rate | Avg Price | Competition | Farming Grade |
|---|---|---|---|---|---|
| Williamson St Core | 580 | 9.5% | $355,000 | High | B+ |
| Atwood Ave Corridor | 720 | 8.8% | $335,000 | Medium | A- |
| Eastmorland Adjacent | 450 | 7.5% | $315,000 | Low | A |
| Marquette/Jenifer St | 520 | 8.2% | $375,000 | Medium | B+ |
| Schenk-Atwood | 580 | 9.0% | $345,000 | Medium | A- |
According to Tom Ferry International's farming guidelines, the Atwood Avenue Corridor and Eastmorland Adjacent zones offer the strongest farming viability — sufficient household counts, high turnover rates, and manageable competition levels. US Tech Automations enables agents to farm multiple zones simultaneously through automated multi-channel campaigns that would require 15-20 hours per week of manual effort.
How much does it cost to farm Willy Street effectively?
| Marketing Channel | Monthly Cost | Annual Cost | Expected Conversion | ROI Multiple |
|---|---|---|---|---|
| Direct Mail (Market Updates) | $650 | $7,800 | 0.8-1.2% | 3.2x |
| Willy Street Fair Sponsorship | $250 | $3,000 | Varies | 4.5x |
| Digital Retargeting | $350 | $4,200 | 0.3-0.5% | 2.8x |
| Email Newsletter | $125 | $1,500 | 1.5-2.0% | 5.5x |
| Co-op/Business Partnerships | $100 | $1,200 | 2.0-3.0% | 6.0x |
| Social Media (Hyperlocal) | $200 | $2,400 | 0.4-0.6% | 3.0x |
| Community Event Hosting | $300 | $3,600 | 1.5-2.5% | 4.0x |
| Total | $1,975 | $23,700 | — | — |
8-Step Willy Street Farming Playbook
Select a primary farm zone of 400-500 households along the Atwood corridor. According to Dane County assessor records, this zone offers the optimal combination of 8.8% turnover, manageable competition, and household density that allows for efficient door-to-door walking routes.
Build your property owner database from Dane County land records. Pull owner names, purchase dates, mortgage balances, and property characteristics. Load into your US Tech Automations CRM to enrich with demographic data and set equity milestone triggers.
Establish a presence at the Willy Street Co-op and local businesses. According to cooperative membership data, 35,000+ households participate in the Willy Street Co-op — a community institution that provides natural networking opportunities. Partner with co-op bulletin boards, local coffee shops, and independent businesses for cross-promotion.
Launch monthly market update mailers featuring neighborhood-specific data. According to NAR marketing research, market data mailers that reference specific streets and price comparisons generate 3.2x higher response rates than generic postcards. Include recent sales on the recipient's block with price-per-square-foot context.
Sponsor or participate in the annual Willy Street Fair and Atwood Fest. According to event organizers, these neighborhood festivals draw 15,000-25,000 attendees and represent the highest-visibility community engagement opportunities in the near-east side.
Create a duplex investment education series. According to buyer survey data, 15% of Willy Street buyers are investors or house-hackers. Position yourself as the duplex specialist by producing content explaining house-hacking economics, landlord obligations, and ROI projections specific to Willy Street properties.
Implement automated follow-up sequences for every lead source. According to Inside Sales research, 40% of real estate leads are lost due to slow or inconsistent follow-up. Configure your automation platform to initiate contact within 5 minutes of any inquiry and maintain a 12-touch nurture sequence over 90 days.
Track and optimize your farming ROI monthly. Review cost-per-lead, cost-per-appointment, and cost-per-closing across all channels. According to real estate analytics benchmarks, agents who track at the channel level and reallocate budgets quarterly outperform static-budget agents by 42% in annual GCI.
Platform Comparison for Willy Street Agents
| Feature | US Tech Automations | kvCORE | BoomTown | Ylopo | Follow Up Boss |
|---|---|---|---|---|---|
| Neighborhood Farming Workflows | Advanced | Basic | Basic | None | None |
| Duplex/Investment Calculators | Yes | No | No | No | No |
| Community Event Integration | Yes | No | No | No | No |
| Multi-Channel Campaigns | Mail+Digital+Email | Digital Only | Digital Only | Digital Only | Email Only |
| Equity Milestone Triggers | Yes | No | No | No | No |
| AI Lead Scoring | Advanced | Yes | Yes | Basic | Basic |
| Hyperlocal Market Reports | Automated | Manual | No | No | No |
| Monthly Cost | $149-299 | $499+ | $1,000+ | $295+ | $69+ |
| Farming ROI Dashboard | Granular | Basic | Basic | None | None |
US Tech Automations provides the community-focused farming tools that Willy Street agents need — from co-op membership integration to duplex investment analysis — that generic CRM platforms don't offer.
Comparable Market Positioning
According to South Central Wisconsin MLS comparison data, Willy Street occupies a distinctive price-value position relative to neighboring Madison neighborhoods.
| Neighborhood | Median Price | Walk Score | Avg Lot Size | Character | Price Premium vs Willy St |
|---|---|---|---|---|---|
| Downtown/Capitol | $385,000 | 97 | N/A (condo) | Urban core | +11.6% |
| Monroe Street | $370,000 | 82 | 6,200 sq ft | Established | +7.2% |
| Willy Street | $345,000 | 88 | 4,800 sq ft | Eclectic | Baseline |
| Schenk-Atwood | $325,000 | 78 | 5,500 sq ft | Transitional | -5.8% |
| Eastmorland | $298,000 | 65 | 7,200 sq ft | Suburban-feel | -13.6% |
| Maple Bluff | $685,000 | 35 | 14,500 sq ft | Affluent enclave | +98.6% |
According to Walk Score data, Willy Street's 88 walkability rating positions it as the most walkable non-downtown neighborhood in Madison — a factor that according to Brookings Institution research adds 5-12% to property values in Midwest cities.
Frequently Asked Questions
What is the median home price on Willy Street in 2026?
According to the South Central Wisconsin MLS, the median sale price in the Willy Street (Williamson-Marquette) neighborhood reached $345,000 in 2025 and is tracking toward $355,000-$365,000 in Q1 2026. Single-family Craftsman-style homes command the highest prices at $425,000 median, while condos average $275,000 according to Dane County assessor records.
How fast do homes sell on Willy Street?
According to Redfin market analytics, Willy Street homes averaged 21 days on market in 2025, with updated single-family homes and well-located duplexes frequently selling within 10-14 days of listing. According to MLS data, approximately 68% of Willy Street homes sold above asking price in the past six months, the highest rate among Madison's near-east neighborhoods.
Is Willy Street good for house-hacking?
According to Dane County assessor records and Zillow Rental Manager data, Willy Street's high proportion of owner-occupied duplexes (18% of housing stock) makes it one of Madison's best house-hacking markets. A typical duplex purchased at $415,000 generates $1,350 per month from the rental unit, reducing the owner's effective housing cost by approximately 45% according to local property management calculations.
What makes Willy Street different from other Madison neighborhoods?
According to the Greater Madison Convention & Visitors Bureau and community surveys, Willy Street's identity is defined by the Willy Street Co-op (35,000+ members), a dense independent business corridor, and one of the highest cultural diversity indices in Madison (0.52 vs city average of 0.45). According to neighborhood association data, the area hosts 12+ annual community events including the Willy Street Fair, which draws 20,000+ attendees.
What schools serve the Willy Street neighborhood?
According to the Madison Metropolitan School District, Willy Street families are zoned for Marquette Elementary (Niche rating: B+), O'Keeffe Middle School (B+), and La Follette High School (B). According to enrollment data, Marquette Elementary reflects the neighborhood's diversity with the most balanced demographic mix of any Madison elementary school, attracting families who value diverse educational environments.
How does Willy Street compare to Monroe Street for homebuyers?
According to South Central Wisconsin MLS comparison data, Monroe Street commands a 7.2% price premium over Willy Street ($370,000 vs $345,000 median) with a more established, family-oriented character. Willy Street offers higher walkability (88 vs 82 Walk Score), more cultural diversity, and stronger investment property options according to rental yield analysis. According to buyer surveys, the choice often comes down to lifestyle preference — Monroe Street's boutique retail character versus Willy Street's eclectic co-op culture.
What is the rental market like on Willy Street?
According to Zillow Rental Manager data, Willy Street one-bedroom apartments average $1,250 per month, while two-bedroom units average $1,650 — approximately 8% above the Madison city average according to rental market reports. Vacancy rates remain below 3.5% year-round according to property management data, driven by the neighborhood's walkability, restaurant scene, and proximity to the UW campus.
Are there new construction opportunities on Willy Street?
According to the City of Madison Planning Department, new residential construction on Willy Street is limited by the neighborhood's built-out character and historic preservation guidelines. However, approximately 8% of annual sales involve new infill construction on tear-down lots, with prices averaging $485,000 according to MLS data. According to the Plan Commission, the East Washington Avenue corridor adjacent to Willy Street has several mid-rise mixed-use developments in the pipeline that will add 200+ residential units by 2027.
Conclusion: Thriving in Willy Street's Distinctive Market
Willy Street's combination of eclectic culture, walkable urbanism, and strong investment fundamentals creates a real estate market that rewards agents who embrace the neighborhood's unique character. With a median price of $345,000, high turnover rate of 8.8%, and per-transaction commissions averaging $17,250, the economics support a dedicated neighborhood practice for agents willing to become genuine community participants.
The Willy Street agents who consistently outperform are those who automate the repetitive marketing and follow-up tasks while investing their personal time in community engagement — co-op events, business partnerships, and neighborhood festivals. US Tech Automations provides the automation backbone that makes this balance possible, handling multi-channel farming campaigns, equity alerts, and lead nurture sequences while agents focus on the relationship-building that closes deals.
Ready to farm Willy Street with the automation tools that top producers trust? Visit ustechautomations.com to build your neighborhood farming system today.
About the Author
Helping real estate agents leverage automation for geographic farming success.
