Winnebago County, Wisconsin: commercial real estate data.
Winnebago County, Wisconsin has a population of 171,769 across 434 square miles, up 0.9 percent since the 2020 census base. County output reached $13.88 bn in 2024, 3,784 establishments operate here, and the SBA record carries 175 7(a) approvals worth $80.7 m.
122 sourced county values · tier FULL · 11 sections
Winnebago County
How many people live in Winnebago County
- Population171,769
- Households72,667
- Average household size2.36
- Median household income$74,925
- Median age38.7
- Median gross rent$965 per month
- Median owner-occupied home value$225,800
- Home value to household income3.0 times
- Annual rent as a share of median income15.5 percent
- Adults 25 and over with a bachelor degree or higher31.1 percent
- Adults 25 and over with a graduate degree9.9 percent
- Adults 25 and over117,593
- Population under 1834,694
- Share under 1820.2 percent
- Population 65 and over29,894
- Share 65 and over17.4 percent
- Working age population, 18 to 64107,181
- Civilian labor force92,809
- Unemployment rate2.2 percent
- Labor force participation, adults 18 and over67.7 percent
- Rank by population among Wisconsin counties7th of 72
- Rank by population among US county-equivalents398th
Winnebago County is the 7th largest of 72 Wisconsin counties by population. A median home costs 3.0 times median household income, which is an affordable ownership market by national standards. Residents under 18 outnumber those 65 and over, at 20.2 percent against 17.4 percent, a household formation profile rather than a retirement one.
US Census Bureau, American Community Survey 5-Year Estimates, 2020-2024 5-year.
Winnebago County
Is Winnebago County growing
- Population change since the 2020 census base0.93 percent
- Census 2020 base population171,718
- Births, 20241,592
- Deaths, 20241,638
- Natural change, 2024-46
- Net domestic migration, 2024789
- Net international migration, 2024451
- Total net migration, 20241,240
- Cumulative net domestic migration, 2021 to 2024571
- Rank by growth among US county-equivalents1506th
The county has grown 0.93 percent since the 2020 census base. Deaths exceeded births in 2024, so all of the growth came from people moving in. A market held up by migration alone is more sensitive to a change in relative cost than one growing from household formation.
US Census Bureau, Population Estimates Program, Vintage 2024, Vintage 2024, estimates 2020 to 2024.
Winnebago County
Where people moving to Winnebago County come from
- Tax returns filed by households arriving5,162
- People arriving, from those returns8,319
- Adjusted gross income arriving$346.7 m
- Net adjusted gross income movement$0
- Average income of an arriving household$67,172
- Largest single originWinnebago County Non-migrants (68,991 households)
- Largest single destination (68,991 households)
| Origin | Households | People | Adjusted gross income |
|---|---|---|---|
| Winnebago County Non-migrants | 68,991 | 132,897 | $5.81 bn |
| Outagamie County | 1,372 | 2,246 | $78.7 m |
| Other flows - Different State | 1,141 | 2,012 | $108.6 m |
| Other flows - South | 408 | 710 | $56.2 m |
| Fond du Lac County | 386 | 592 | $28.5 m |
| Other flows - Midwest | 355 | 631 | $25.6 m |
| Calumet County | 306 | 520 | $20.5 m |
| Other flows - West | 300 | 546 | $20.7 m |
The largest single source of arrivals is Winnebago 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.
Winnebago County
What the Winnebago County economy runs on
- County GDP, 2024$13.88 bn
- County GDP, 2023$13.21 bn
- GDP change, 2023 to 20245.1 percent
- GDP change over five years24.5 percent
- Rank by GDP among Wisconsin counties6th
- Rank by GDP among US county-equivalents340th
- GDP per resident$80,813
Output grew 5.1 percent in the latest year and 24.5 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.
Winnebago County
Who employs people in Winnebago County
- Covered employment, annual average93,556
- Establishments reporting4,383
- Average annual pay$64,380
- Average weekly wage$1,238
- Sector 31-33, employment20,798
- Sector 31-33, average annual pay$77,463
- Sector 62, employment11,559
- Sector 62, average annual pay$58,276
- Sector 44-45, employment8,336
- Sector 44-45, average annual pay$33,654
- Sector 72, employment6,690
- Sector 72, average annual pay$19,793
- Sector 23, employment5,612
- Sector 55, employment5,219
| Sector | Employment | Establishments | Average annual pay |
|---|---|---|---|
| Sector 31-33 | 20,798 | 296 | $77,463 |
| Sector 62 | 11,559 | 894 | $58,276 |
| Sector 44-45 | 8,336 | 448 | $33,654 |
| Sector 72 | 6,690 | 392 | $19,793 |
| Sector 23 | 5,612 | 352 | $87,642 |
| Sector 55 | 5,219 | 58 | $137,502 |
| Sector 56 | 4,100 | 231 | $43,069 |
| Sector 54 | 3,892 | 290 | $73,175 |
The largest sector is the biggest private employer group at 20,798 jobs, 22.2 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.
Winnebago County
What businesses operate in Winnebago County
- Establishments, all industries3,784
- Employment at those establishments91,036
- Annual payroll$5.59 bn
- Establishments per 1,000 residents22.0
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.
Winnebago County
What is being built in Winnebago County
- Housing units authorised by permit, 2024656
- Declared construction value permitted$153.7 m
- Single family units authorised293
- Multifamily units authorised363
- Multifamily share of units55.3 percent
- Average declared value per unit$234,279
- Units authorised per 1,000 households9.0
Multifamily is 55.3 percent of units authorised, so the pipeline is being built for renters rather than buyers.
US Census Bureau, Building Permits Survey, 2024 annual.
Winnebago County
How much SBA lending happens in Winnebago County
- 7(a) approvals recorded175
- 7(a) gross approval dollars$80.7 m
- Average 7(a) approval$460,992
- Median 7(a) approval$200,000
- 10th percentile approval$35,000
- 90th percentile approval$1,101,000
- Largest single approval$5,000,000
- Jobs reported supported, 7(a)2,269
- Jobs per approval13.0
- Distinct 7(a) lenders active50
- Distinct industries receiving approvals88
- Median 7(a) term120 months
- Share of loans on real estate terms, 240 months or longer17.1 percent
- Loans on real estate terms30
- Loans on working capital terms, 120 months or shorter135
- Franchise loans19
- Franchise share of approvals10.9 percent
- Leading industry by approval countOffices of Chiropractors (8)
- Most active lenderNicolet National Bank (31)
- 504 approvals recorded104
- 504 gross approval dollars$77.2 m
- Average 504 approval$742,337
- Median 504 approval$531,000
- Distinct CDCs active2
- 504 jobs per approval11.7
- 504 jobs per million dollars approved15.7
- Most active CDCWBD, Inc. (101)
- 7(a) share of SBA approvals62.7 percent
- Combined SBA approval dollars$157.9 m
The average approval of $460,992 sits well above the median of $200,000, 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 17.1 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.
Winnebago County
Do SBA loans in Winnebago County get paid back
- Loans with a final outcome recorded46
- Paid in full46
- Charged off0
- Charge off rate on resolved loans0.0 percent
- Status: Paid in full46
- Status: Exempt from disclosure106
- Status: Cancelled19
- Status: Committed, not yet disbursed4
Of the 46 loans that have reached a final outcome, 0.0 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.
Winnebago County
Which parts of Winnebago County get the lending
- Places in the county with recorded lending9
- OSHKOSH, approvals69
- Neenah, approvals58
- Menasha, approvals26
- WINNECONNE, approvals6
- Omro, approvals6
- PICKETT, approvals5
| Place | Approvals | Gross approval dollars |
|---|---|---|
| OSHKOSH | 69 | $40,715,300 |
| Neenah | 58 | $20,997,000 |
| Menasha | 26 | $10,435,700 |
| WINNECONNE | 6 | $671,000 |
| Omro | 6 | $3,952,400 |
| PICKETT | 5 | $700,000 |
| APPLETON | 2 | $662,200 |
| LARSEN | 2 | $880,000 |
OSHKOSH accounts for 69 approvals against 58 in Neenah. 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.
Winnebago County
How big is Winnebago County
- Land area434 sq mi
- Rank by land area among Wisconsin counties62nd of 72
- Width, east to west24 mi
- Height, north to south24.2 mi
- Geographies sharing a boundary6
- Residents per square mile of land396
- Establishments per square mile8.72
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 Winnebago 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 Winnebago County site starts with the figures you are reading, carrying the same source and period into the credit file.
- Population171,769
- Households72,667
- Average household size2.36
- Median household income$74,925
- Median age38.7
Common questions
Winnebago County questions, answered from the record.
How many people live in Winnebago County, Wisconsin?
171,769, in 72,667 households, ranking 7th of 72 Wisconsin counties. Source: US Census Bureau, American Community Survey 5-Year Estimates, 2020-2024 5-year.
Is Winnebago County growing?
The population has grown 0.93 percent since the 2020 census base. In 2024 there were 1,592 births against 1,638 deaths, with net migration of 1,240. Source: US Census Bureau, Population Estimates Program, Vintage 2024, Vintage 2024, estimates 2020 to 2024.
What is the median household income in Winnebago County?
$74,925. The median owner-occupied home is valued at $225,800, which is 3.0 times income, and median gross rent is $965 per month. Source: US Census Bureau, American Community Survey 5-Year Estimates, 2020-2024 5-year.
How many businesses are there in Winnebago County?
3,784 establishments, employing 91,036 people with an annual payroll of $5.59 bn. These are establishments physically operating in the county, not listings. Source: US Census Bureau, County Business Patterns, 2023.
What is the average wage in Winnebago County?
Average annual pay is $64,380, or $1,238 a week, across 93,556 covered jobs. Source: US Bureau of Labor Statistics, Quarterly Census of Employment and Wages, 2024 annual averages.
How much SBA lending happens in Winnebago County?
175 7(a) approvals totalling $80.7 m since FY2020, across 50 lenders, with a median approval of $200,000, plus 104 504 approvals worth $77.2 m. These are approvals recorded in the release, not loans disbursed.
Do SBA loans in Winnebago County get paid back?
Of the 46 loans that have reached a final outcome, 46 were paid in full and 0 charged off, a charge off rate of 0.0 percent. Loans still running are excluded, because they have not yet succeeded or failed.
What is being built in Winnebago County?
656 housing units were authorised by permit in 2024, with a declared construction value of $153.7 m. Multifamily was 55.3 percent of units. Source: US Census Bureau, Building Permits Survey, 2024 annual.
What is the radon zone for Winnebago County?
Zone 2, a predicted average indoor radon screening level from 2 to 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 Winnebago County come from?
The largest single origin is Winnebago County Non-migrants, with 68,991 households. Arriving households report an average income of $67,172 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 Winnebago 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 Winnebago 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.