Pierce County, Wisconsin: commercial real estate data.
Pierce County, Wisconsin has a population of 42,584 across 574 square miles, up 2.8 percent since the 2020 census base. County output reached $1.54 bn in 2024, 788 establishments operate here, and the SBA record carries 53 7(a) approvals worth $21.4 m.
122 sourced county values · tier FULL · 11 sections
Pierce County
How many people live in Pierce County
- Population42,584
- Households15,867
- Average household size2.68
- Median household income$92,109
- Median age38.8
- Median gross rent$1,044 per month
- Median owner-occupied home value$333,700
- Home value to household income3.6 times
- Annual rent as a share of median income13.6 percent
- Adults 25 and over with a bachelor degree or higher33.5 percent
- Adults 25 and over with a graduate degree10.5 percent
- Adults 25 and over27,710
- Population under 188,644
- Share under 1820.3 percent
- Population 65 and over7,137
- Share 65 and over16.8 percent
- Working age population, 18 to 6426,803
- Civilian labor force23,988
- Unemployment rate3.2 percent
- Labor force participation, adults 18 and over70.7 percent
- Rank by population among Wisconsin counties35th of 72
- Rank by population among US county-equivalents1154th
Pierce County is the 35th largest of 72 Wisconsin counties by population. A median home costs 3.6 times median household income, which is an affordable ownership market by national standards. Residents under 18 outnumber those 65 and over, at 20.3 percent against 16.8 percent, a household formation profile rather than a retirement one.
US Census Bureau, American Community Survey 5-Year Estimates, 2020-2024 5-year.
Pierce County
Is Pierce County growing
- Population change since the 2020 census base2.79 percent
- Census 2020 base population42,204
- Births, 2024421
- Deaths, 2024322
- Natural change, 202499
- Net domestic migration, 2024134
- Net international migration, 202446
- Total net migration, 2024180
- Cumulative net domestic migration, 2021 to 2024822
- Rank by growth among US county-equivalents929th
The county has grown 2.79 percent since the 2020 census base. Migration contributed more to 2024 change than births over deaths, so demand here follows people arriving rather than families forming.
US Census Bureau, Population Estimates Program, Vintage 2024, Vintage 2024, estimates 2020 to 2024.
Pierce County
Where people moving to Pierce County come from
- Tax returns filed by households arriving1,264
- People arriving, from those returns2,139
- Adjusted gross income arriving$88.9 m
- Net adjusted gross income movement$0
- Average income of an arriving household$70,369
- Largest single originPierce County Non-migrants (15,837 households)
- Largest single destination (15,837 households)
| Origin | Households | People | Adjusted gross income |
|---|---|---|---|
| Pierce County Non-migrants | 15,837 | 32,314 | $1.48 bn |
| St. Croix County | 321 | 572 | $22.3 m |
| Other flows - Different State | 285 | 486 | $20.6 m |
| Other flows - Midwest | 170 | 271 | $11.3 m |
| Other flows - Same State | 152 | 245 | $7.9 m |
| Washington County | 123 | 219 | $12.1 m |
| Dakota County | 109 | 187 | $7.4 m |
| Hennepin County | 69 | 107 | $4.2 m |
The largest single source of arrivals is Pierce County Non-migrants, which is the catchment a retail or multifamily study should look at first.
US Internal Revenue Service, Statistics of Income county migration flows, 2021 to 2022 filing years.
Pierce County
What the Pierce County economy runs on
- County GDP, 2024$1.54 bn
- County GDP, 2023$1.50 bn
- GDP change, 2023 to 20243.3 percent
- GDP change over five years25.2 percent
- Rank by GDP among Wisconsin counties44th
- Rank by GDP among US county-equivalents1493rd
- GDP per resident$36,273
Output grew 3.3 percent in the latest year and 25.2 percent over five, which is the trend line a lender will read behind any single year figure.
US Bureau of Economic Analysis, Regional, table CAGDP2, CAGDP2, through 2024.
Pierce County
Who employs people in Pierce County
- Covered employment, annual average10,512
- Establishments reporting1,024
- Average annual pay$47,483
- Average weekly wage$913
- Sector 31-33, employment1,700
- Sector 31-33, average annual pay$62,948
- Sector 72, employment1,189
- Sector 72, average annual pay$19,302
- Sector 44-45, employment1,054
- Sector 44-45, average annual pay$29,516
- Sector 62, employment799
- Sector 62, average annual pay$39,246
- Sector 23, employment453
- Sector 42, employment360
| Sector | Employment | Establishments | Average annual pay |
|---|---|---|---|
| Sector 31-33 | 1,700 | 57 | $62,948 |
| Sector 72 | 1,189 | 105 | $19,302 |
| Sector 44-45 | 1,054 | 89 | $29,516 |
| Sector 62 | 799 | 145 | $39,246 |
| Sector 23 | 453 | 98 | $69,525 |
| Sector 42 | 360 | 46 | $65,780 |
| Sector 54 | 269 | 99 | $60,169 |
| Sector 48-49 | 263 | 42 | $70,918 |
The largest sector is the biggest private employer group at 1,700 jobs, 16.2 percent of covered employment. Average pay per job sits below median household income, so households here typically need more than one earner.
US Bureau of Labor Statistics, Quarterly Census of Employment and Wages, 2024 annual averages.
Pierce County
What businesses operate in Pierce County
- Establishments, all industries788
- Employment at those establishments7,134
- Annual payroll$323.4 m
- Establishments per 1,000 residents18.5
These are counts of establishments physically operating in the county, not listings, so they are the supply side a feasibility study measures demand against.
US Census Bureau, County Business Patterns, 2023.
Pierce County
What is being built in Pierce County
- Housing units authorised by permit, 2024202
- Declared construction value permitted$65.9 m
- Single family units authorised196
- Multifamily units authorised6
- Multifamily share of units3.0 percent
- Average declared value per unit$326,190
- Units authorised per 1,000 households12.7
Multifamily is 3.0 percent of units authorised, so the pipeline is predominantly for sale product.
US Census Bureau, Building Permits Survey, 2024 annual.
Pierce County
How much SBA lending happens in Pierce County
- 7(a) approvals recorded53
- 7(a) gross approval dollars$21.4 m
- Average 7(a) approval$403,675
- Median 7(a) approval$150,000
- 10th percentile approval$25,000
- 90th percentile approval$1,350,000
- Largest single approval$2,876,000
- Jobs reported supported, 7(a)545
- Jobs per approval10.3
- Distinct 7(a) lenders active19
- Distinct industries receiving approvals36
- Median 7(a) term120 months
- Share of loans on real estate terms, 240 months or longer15.1 percent
- Loans on real estate terms8
- Loans on working capital terms, 120 months or shorter42
- Franchise loans5
- Franchise share of approvals9.4 percent
- Leading industry by approval countGeneral Freight Trucking, Local (5)
- Most active lenderHiawatha National Bank (11)
- 504 approvals recorded34
- 504 gross approval dollars$28.9 m
- Average 504 approval$848,971
- Median 504 approval$346,000
- Distinct CDCs active5
- 504 jobs per approval9.4
- 504 jobs per million dollars approved11.0
- Most active CDCWBD, Inc. (22)
- 7(a) share of SBA approvals60.9 percent
- Combined SBA approval dollars$50.3 m
The average approval of $403,675 sits well above the median of $150,000, so a small number of large deals is pulling the mean up. The median is the better guide to what a typical borrower here actually gets. Only 15.1 percent of approvals run on real estate terms, so SBA credit here is mostly working capital and equipment rather than property acquisition.
US Small Business Administration, 7(a) FOIA release, FY2020 to FY2026 year to date, as of 2026-06-30. US Small Business Administration, 504 FOIA release, FY2010 to FY2026 year to date, as of 2026-06-30.
Pierce County
Do SBA loans in Pierce County get paid back
- Loans with a final outcome recorded23
- Paid in full21
- Charged off2
- Charge off rate on resolved loans8.7 percent
- Status: Paid in full21
- Status: Cancelled5
- Status: Charged off2
- Status: Exempt from disclosure25
Of the 23 loans that have reached a final outcome, 8.7 percent were charged off. This is computed only over resolved loans, because a loan still running has not yet succeeded or failed and counting it either way would be wrong.
US Small Business Administration, 7(a) FOIA release, FY2020 to FY2026 year to date, as of 2026-06-30.
Pierce County
Which parts of Pierce County get the lending
- Places in the county with recorded lending9
- RIVER FALLS, approvals22
- PRESCOTT, approvals8
- SPRING VALLEY, approvals7
- ELLSWORTH, approvals5
- MAIDEN ROCK, approvals4
- HAGER CITY, approvals3
| Place | Approvals | Gross approval dollars |
|---|---|---|
| RIVER FALLS | 22 | $8,728,000 |
| PRESCOTT | 8 | $2,565,500 |
| SPRING VALLEY | 7 | $4,140,000 |
| ELLSWORTH | 5 | $1,301,000 |
| MAIDEN ROCK | 4 | $2,374,300 |
| HAGER CITY | 3 | $382,000 |
| Plum City | 2 | $1,700,000 |
| Bay City | 1 | $78,000 |
RIVER FALLS accounts for 22 approvals against 8 in PRESCOTT. County level figures average over that gap, which is why a site decision is made at the submarket rather than the county.
US Small Business Administration, 7(a) FOIA release, FY2020 to FY2026 year to date, as of 2026-06-30.
Pierce County
How big is Pierce County
- Land area574 sq mi
- Rank by land area among Wisconsin counties51st of 72
- Width, east to west32.8 mi
- Height, north to south22.3 mi
- Geographies sharing a boundary3
- Residents per square mile of land74
- Establishments per square mile1.37
US Census Bureau county boundary geometry, TIGER, adjacency computed from shared boundary vertices, TIGER county boundaries. US Census Bureau, American Community Survey 5-Year Estimates, 2020-2024 5-year. US Census Bureau, County Business Patterns, 2023.
Coverage
What this page does not hold.
Every item below could be filled with a plausible figure. None of them is. On a page a lender may read, a number that cannot be traced is worse than an absence, so the absences are named.
- No NFIP communities are listed for this county in the FEMA Community Status Book.
- Flood zone record counts are not held. The flood coverage export has not landed, so no count is shown rather than an estimated one.
- Traffic counts resolve in the platform, not in this dataset, so no AADT figure is printed here.
- Zoning is in build. Parcel level zoning is not published on this page.
Feasibility studies
When a Pierce County site needs a document a lender will accept.
The same data layer behind this page is the one the studies are written from. A study for a Pierce County site starts with the figures you are reading, carrying the same source and period into the credit file.
- Population42,584
- Households15,867
- Average household size2.68
- Median household income$92,109
- Median age38.8
Common questions
Pierce County questions, answered from the record.
How many people live in Pierce County, Wisconsin?
42,584, in 15,867 households, ranking 35th of 72 Wisconsin counties. Source: US Census Bureau, American Community Survey 5-Year Estimates, 2020-2024 5-year.
Is Pierce County growing?
The population has grown 2.79 percent since the 2020 census base. In 2024 there were 421 births against 322 deaths, with net migration of 180. Source: US Census Bureau, Population Estimates Program, Vintage 2024, Vintage 2024, estimates 2020 to 2024.
What is the median household income in Pierce County?
$92,109. The median owner-occupied home is valued at $333,700, which is 3.6 times income, and median gross rent is $1,044 per month. Source: US Census Bureau, American Community Survey 5-Year Estimates, 2020-2024 5-year.
How many businesses are there in Pierce County?
788 establishments, employing 7,134 people with an annual payroll of $323.4 m. These are establishments physically operating in the county, not listings. Source: US Census Bureau, County Business Patterns, 2023.
What is the average wage in Pierce County?
Average annual pay is $47,483, or $913 a week, across 10,512 covered jobs. Source: US Bureau of Labor Statistics, Quarterly Census of Employment and Wages, 2024 annual averages.
How much SBA lending happens in Pierce County?
53 7(a) approvals totalling $21.4 m since FY2020, across 19 lenders, with a median approval of $150,000, plus 34 504 approvals worth $28.9 m. These are approvals recorded in the release, not loans disbursed.
Do SBA loans in Pierce County get paid back?
Of the 23 loans that have reached a final outcome, 21 were paid in full and 2 charged off, a charge off rate of 8.7 percent. Loans still running are excluded, because they have not yet succeeded or failed.
What is being built in Pierce County?
202 housing units were authorised by permit in 2024, with a declared construction value of $65.9 m. Multifamily was 3.0 percent of units. Source: US Census Bureau, Building Permits Survey, 2024 annual.
What is the radon zone for Pierce County?
Zone 1, a predicted average indoor radon screening level greater than 4 pCi/L. Source: US EPA, Map of Radon Zones, county spreadsheet, 2024-05 publication, EPA 402/A-16/001.
Where do people moving to Pierce County come from?
The largest single origin is Pierce County Non-migrants, with 15,837 households. Arriving households report an average income of $70,369 against null for those leaving. Source: US Internal Revenue Service, Statistics of Income county migration flows, 2021 to 2022 filing years.
Are traffic counts available for Pierce County on this page?
No. Annual average daily traffic resolves in the platform rather than in this dataset, so no AADT figure is printed here. It is a gap we know about rather than a figure we estimated.
Is zoning published for Pierce County?
Not yet. The zoning layer is in build. Nothing on this page presents parcel level zoning, and where a statutory framework applies it is marked as the statewide frame with confirm locally attached.