Wood County, Wisconsin: commercial real estate data.
Wood County, Wisconsin has a population of 74,004 across 793 square miles, down 0.3 percent since the 2020 census base. County output reached $5.26 bn in 2024, 1,717 establishments operate here, and the SBA record carries 32 7(a) approvals worth $10.1 m.
120 sourced county values · tier FULL · 11 sections
Wood County
How many people live in Wood County
- Population74,004
- Households32,253
- Average household size2.29
- Median household income$67,989
- Median age43.8
- Median gross rent$856 per month
- Median owner-occupied home value$175,600
- Home value to household income2.6 times
- Annual rent as a share of median income15.1 percent
- Adults 25 and over with a bachelor degree or higher21.4 percent
- Adults 25 and over with a graduate degree6.5 percent
- Adults 25 and over53,139
- Population under 1815,845
- Share under 1821.4 percent
- Population 65 and over16,124
- Share 65 and over21.8 percent
- Working age population, 18 to 6442,035
- Civilian labor force37,215
- Unemployment rate4.0 percent
- Labor force participation, adults 18 and over64.0 percent
- Rank by population among Wisconsin counties22nd of 72
- Rank by population among US county-equivalents760th
Wood County is the 22nd largest of 72 Wisconsin counties by population. A median home costs 2.6 times median household income, which is an affordable ownership market by national standards. Residents 65 and over outnumber those under 18, at 21.8 percent against 21.4 percent, which points demand at health care, services and single storey product rather than schools.
US Census Bureau, American Community Survey 5-Year Estimates, 2020-2024 5-year.
Wood County
Is Wood County growing
- Population change since the 2020 census base-0.35 percent
- Census 2020 base population74,206
- Births, 2024683
- Deaths, 2024936
- Natural change, 2024-253
- Net domestic migration, 2024-20
- Net international migration, 2024180
- Total net migration, 2024160
- Cumulative net domestic migration, 2021 to 2024547
- Rank by growth among US county-equivalents1971st
The county has lost 0.35 percent of its population 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.
Wood County
Where people moving to Wood County come from
- Tax returns filed by households arriving1,814
- People arriving, from those returns3,103
- Adjusted gross income arriving$100.0 m
- Net adjusted gross income movement$0
- Average income of an arriving household$55,101
- Largest single originWood County Non-migrants (30,987 households)
- Largest single destination (30,987 households)
| Origin | Households | People | Adjusted gross income |
|---|---|---|---|
| Wood County Non-migrants | 30,987 | 60,250 | $2.33 bn |
| Other flows - Different State | 454 | 772 | $29.3 m |
| Other flows - Same State | 347 | 605 | $18.3 m |
| Portage County | 300 | 486 | $13.0 m |
| Marathon County | 237 | 416 | $13.4 m |
| Other flows - Midwest | 181 | 304 | $11.7 m |
| Other flows - South | 133 | 235 | $8.2 m |
| Clark County | 106 | 184 | $4.2 m |
The largest single source of arrivals is Wood 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.
Wood County
What the Wood County economy runs on
- County GDP, 2024$5.26 bn
- County GDP, 2023$5.11 bn
- GDP change, 2023 to 20243.0 percent
- GDP change over five years20.3 percent
- Rank by GDP among Wisconsin counties22nd
- Rank by GDP among US county-equivalents693rd
- GDP per resident$71,123
Output grew 3.0 percent in the latest year and 20.3 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.
Wood County
Who employs people in Wood County
- Covered employment, annual average36,183
- Establishments reporting2,131
- Average annual pay$56,502
- Average weekly wage$1,087
- Sector 62, employment8,023
- Sector 62, average annual pay$70,217
- Sector 31-33, employment4,464
- Sector 31-33, average annual pay$66,336
- Sector 44-45, employment3,716
- Sector 44-45, average annual pay$32,598
- Sector 48-49, employment3,501
- Sector 48-49, average annual pay$52,201
- Sector 72, employment2,629
- Sector 23, employment1,773
| Sector | Employment | Establishments | Average annual pay |
|---|---|---|---|
| Sector 62 | 8,023 | 454 | $70,217 |
| Sector 31-33 | 4,464 | 104 | $66,336 |
| Sector 44-45 | 3,716 | 244 | $32,598 |
| Sector 48-49 | 3,501 | 98 | $52,201 |
| Sector 72 | 2,629 | 178 | $21,915 |
| Sector 23 | 1,773 | 174 | $66,568 |
| Sector 52 | 1,466 | 105 | $75,463 |
| Sector 42 | 1,299 | 76 | $64,810 |
The largest sector is the biggest private employer group at 8,023 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.
Wood County
What businesses operate in Wood County
- Establishments, all industries1,717
- Employment at those establishments34,252
- Annual payroll$1.95 bn
- Establishments per 1,000 residents23.2
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.
Wood County
What is being built in Wood County
- Housing units authorised by permit, 2024138
- Declared construction value permitted$50.4 m
- Single family units authorised130
- Multifamily units authorised8
- Multifamily share of units5.8 percent
- Average declared value per unit$365,565
- Units authorised per 1,000 households4.3
Multifamily is 5.8 percent of units authorised, so the pipeline is predominantly for sale product.
US Census Bureau, Building Permits Survey, 2024 annual.
Wood County
How much SBA lending happens in Wood County
- 7(a) approvals recorded32
- 7(a) gross approval dollars$10.1 m
- Average 7(a) approval$315,272
- Median 7(a) approval$207,000
- 10th percentile approval$13,000
- 90th percentile approval$980,200
- Largest single approval$1,037,000
- Jobs reported supported, 7(a)484
- Jobs per approval15.1
- Distinct 7(a) lenders active15
- Distinct industries receiving approvals28
- Median 7(a) term120 months
- Share of loans on real estate terms, 240 months or longer15.6 percent
- Loans on real estate terms5
- Loans on working capital terms, 120 months or shorter27
- Franchise loans5
- Franchise share of approvals15.6 percent
- Leading industry by approval countDrinking Places (Alcoholic Beverages) (3)
- Most active lenderForward Bank (10)
- 504 approvals recorded27
- 504 gross approval dollars$23.4 m
- Average 504 approval$867,630
- Median 504 approval$561,000
- Distinct CDCs active2
- 504 jobs per approval5.9
- 504 jobs per million dollars approved6.8
- Most active CDCWBD, Inc. (26)
- 7(a) share of SBA approvals54.2 percent
- Combined SBA approval dollars$33.5 m
The average approval of $315,272 sits well above the median of $207,000, 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 15.6 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.
Wood County
Do SBA loans in Wood County get paid back
- Loans with a final outcome recorded7
- Paid in full7
- Charged off0
- Status: Paid in full7
- Status: Exempt from disclosure22
- Status: Cancelled3
Too few loans have reached a final outcome to publish a charge off rate. only 7 resolved loans, too few to publish a rate. A rate computed on a handful of loans is noise, so none is shown.
US Small Business Administration, 7(a) FOIA release, FY2020 to FY2026 year to date, as of 2026-06-30.
Wood County
Which parts of Wood County get the lending
- Places in the county with recorded lending6
- WISCONSIN RAPIDS, approvals13
- Marshfield, approvals13
- Milladore, approvals2
- AUBURNDALE, approvals2
- RUDOLPH, approvals1
- NEKOOSA, approvals1
| Place | Approvals | Gross approval dollars |
|---|---|---|
| WISCONSIN RAPIDS | 13 | $4,674,700 |
| Marshfield | 13 | $4,843,000 |
| Milladore | 2 | $97,500 |
| AUBURNDALE | 2 | $109,500 |
| RUDOLPH | 1 | $250,000 |
| NEKOOSA | 1 | $114,000 |
WISCONSIN RAPIDS accounts for 13 approvals against 13 in Marshfield. 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.
Wood County
How big is Wood County
- Land area793 sq mi
- Rank by land area among Wisconsin counties31st of 72
- Width, east to west29.2 mi
- Height, north to south30.2 mi
- Geographies sharing a boundary6
- Residents per square mile of land93
- Establishments per square mile2.17
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 Wood 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 Wood County site starts with the figures you are reading, carrying the same source and period into the credit file.
- Population74,004
- Households32,253
- Average household size2.29
- Median household income$67,989
- Median age43.8
Common questions
Wood County questions, answered from the record.
How many people live in Wood County, Wisconsin?
74,004, in 32,253 households, ranking 22nd of 72 Wisconsin counties. Source: US Census Bureau, American Community Survey 5-Year Estimates, 2020-2024 5-year.
Is Wood County growing?
The population has fallen 0.35 percent since the 2020 census base. In 2024 there were 683 births against 936 deaths, with net migration of 160. Source: US Census Bureau, Population Estimates Program, Vintage 2024, Vintage 2024, estimates 2020 to 2024.
What is the median household income in Wood County?
$67,989. The median owner-occupied home is valued at $175,600, which is 2.6 times income, and median gross rent is $856 per month. Source: US Census Bureau, American Community Survey 5-Year Estimates, 2020-2024 5-year.
How many businesses are there in Wood County?
1,717 establishments, employing 34,252 people with an annual payroll of $1.95 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 Wood County?
Average annual pay is $56,502, or $1,087 a week, across 36,183 covered jobs. Source: US Bureau of Labor Statistics, Quarterly Census of Employment and Wages, 2024 annual averages.
How much SBA lending happens in Wood County?
32 7(a) approvals totalling $10.1 m since FY2020, across 15 lenders, with a median approval of $207,000, plus 27 504 approvals worth $23.4 m. These are approvals recorded in the release, not loans disbursed.
What is being built in Wood County?
138 housing units were authorised by permit in 2024, with a declared construction value of $50.4 m. Multifamily was 5.8 percent of units. Source: US Census Bureau, Building Permits Survey, 2024 annual.
What is the radon zone for Wood 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 Wood County come from?
The largest single origin is Wood County Non-migrants, with 30,987 households. Arriving households report an average income of $55,101 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 Wood 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 Wood 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.