Rock County, Wisconsin: commercial real estate data.
Rock County, Wisconsin had an estimated 165,461 residents on July 1, 2024, up 1.1 percent since the 2020 census base of 163,687, across 718 square miles. County output reached $10.85 bn in 2024, 3,362 establishments operate here, and the SBA record carries 92 7(a) approvals worth $60.6 m since FY2020.
Underlined figures are computed by MMCG Analytics, not published by the agency.
Rock County
How many people live in Rock County
- Population, American Community Survey 2020-2024164,350
- Households67,201
- Average household size2.45
- Median household income$75,673
- Median age40.3
- Median gross rent$1,037 per month
- Median owner-occupied home value$231,600
- Home value to household income3.1 times
- Annual rent as a share of median income16.4 percent
- Adults 25 and over with a bachelor degree or higher25.8 percent
- Adults 25 and over with a graduate degree8.1 percent
- Adults 25 and over113,735
- Population under 1836,803
- Share under 1822.4 percent
- Population 65 and over29,268
- Share 65 and over17.8 percent
- Working age population, 18 to 6498,279
- Civilian labor force86,186
- Unemployment rate3.8 percent
- Labor force participation, adults 18 and over67.6 percent
- Rank by population among Wisconsin counties9th of 72
- Rank by population among US county-equivalents, Puerto Rico included420th of 3,222
Rock County is the 9th largest of 72 Wisconsin counties by population. A median home costs 3.1 times median household income, which is moderately unaffordable by national standards. Residents under 18 outnumber those 65 and over, at 22.4 percent against 17.8 percent, a household formation profile rather than a retirement one.
US Census Bureau, American Community Survey 5-Year Estimates, 2020-2024 5-year.
Rock County
Is Rock County's population growing?
- Population, July 1, 2024165,461
- Census 2020 base population163,687
- Population change since the 2020 census base1.08 percent
- Population change, 2023 to 20241,018
- Births, 20241,811
- Deaths, 20241,785
- Natural change, 202426
- Net domestic migration, 2024760
- Net international migration, 2024230
- Total net migration, 2024990
- Cumulative net domestic migration, 2021 to 20241,299
- Rank by growth among US county-equivalents1455th of 3,144
The county has grown 1.08 percent since the 2020 census base. The population grew in 2024 from both sources: births exceeded deaths and more people moved in than left.
US Census Bureau, Population Estimates Program, Vintage 2024, Vintage 2024, estimates 2020 to 2024.
Rock County
Where are people moving to Rock County from?
- Tax returns filed by households arriving3,679
- People arriving, from those returns6,065
- Tax returns filed by households leaving3,526
- Net household movement153
- Adjusted gross income arriving$202.4 m
- Net adjusted gross income movement$-31.4 m
- Average income of an arriving household$55,005
- Average income of a leaving household$66,299
- Largest single originDane County (760 households)
- Largest single destinationDane County (587 households)
| Origin | Households | People | Adjusted gross income |
|---|---|---|---|
| Dane County | 760 | 1,203 | $44.0 m |
| Winnebago County | 436 | 712 | $19.1 m |
| Walworth County | 296 | 500 | $13.5 m |
| Jefferson County | 167 | 314 | $9.5 m |
| Green County | 138 | 247 | $6.6 m |
| Milwaukee County | 110 | 178 | $5.6 m |
| Cook County | 92 | 146 | $6.2 m |
| Waukesha County | 60 | 81 | $3.6 m |
Households arriving report $11,294 less average income than households leaving, which drains spending power even where headcount holds up. The largest single source of arrivals is Dane County, 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.
Rock County
What is the Rock County economy?
- County GDP, 2024$10.85 bn
- County GDP, 2023$10.43 bn
- GDP change, 2023 to 20244.0 percent
- GDP change over five years36.3 percent
- Rank by GDP among the Wisconsin areas BEA publishes9th of 72
- Rank by GDP among the US county areas BEA publishes414th of 3,127
- GDP per resident$66,012
Output grew 4.0 percent in the latest year and 36.3 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.
Rock County
Employment by industry in Rock County
- Covered employment, annual average69,595
- Establishments reporting3,943
- Average annual pay$59,381
- Average weekly wage$1,142
- Manufacturing, employment11,440
- Manufacturing, average annual pay$69,668
- Health care and social assistance, employment10,254
- Health care and social assistance, average annual pay$66,911
- Retail trade, employment7,909
- Retail trade, average annual pay$35,324
- Accommodation and food services, employment6,401
- Accommodation and food services, average annual pay$21,144
- Wholesale trade, employment4,842
- Construction, employment4,035
| Sector | Employment | Establishments | Average annual pay |
|---|---|---|---|
| Manufacturing | 11,440 | 214 | $69,668 |
| Health care and social assistance | 10,254 | 702 | $66,911 |
| Retail trade | 7,909 | 453 | $35,324 |
| Accommodation and food services | 6,401 | 380 | $21,144 |
| Wholesale trade | 4,842 | 194 | $70,786 |
| Construction | 4,035 | 382 | $79,829 |
| Administrative and support and waste management services | 2,635 | 220 | $46,847 |
| Management of companies and enterprises | 1,982 | 36 | $141,553 |
Manufacturing is the largest private sector at 11,440 jobs, 16.4 percent of covered employment.
US Bureau of Labor Statistics, Quarterly Census of Employment and Wages, 2024 annual averages.
Rock County
How many businesses are in Rock County?
- Establishments, all industries3,362
- Employment at those establishments64,537
- Annual payroll$3.85 bn
- Establishments per 1,000 residents20.5
These are counts of establishments physically operating in the county, not listings, so they are the supply side a feasibility study measures demand against. County Business Patterns counts private establishments with paid employees in March 2023, while the Quarterly Census of Employment and Wages above counts every unemployment-insured employer, public ones included, as a 2024 annual average, so the two establishment and employment counts differ.
US Census Bureau, County Business Patterns, 2023.
Rock County
Building permits in Rock County
- Housing units authorized by permit, 2024628
- Declared construction value permitted$144.8 m
- Single family units authorized301
- Multifamily units authorized327
- Multifamily share of units52.1 percent
- Average declared value per unit$230,566
- Units authorized per 1,000 households9.3
Multifamily is 52.1 percent of units authorized, so the pipeline is being built for renters rather than buyers.
US Census Bureau, Building Permits Survey, 2024 annual.
Rock County
SBA loans in Rock County (7(a) and 504)
- 7(a) approvals recorded92
- 7(a) gross approval dollars$60.6 m
- Average 7(a) approval$658,880
- Median 7(a) approval$350,000
- 10th percentile approval$48,380
- 90th percentile approval$1,575,000
- Largest single approval$3,900,000
- Jobs reported supported, 7(a)912
- Jobs per approval9.9
- Distinct 7(a) lenders active38
- Distinct industries receiving approvals63
- Median 7(a) term120 months
- Share of loans on real estate terms, 240 months or longer26.1 percent
- Loans on real estate terms24
- Loans on working capital terms, 120 months or shorter63
- Franchise loans14
- Franchise share of approvals15.2 percent
- Most active lenderU.S. Bank, National Association (10)
- 504 approvals recorded54
- 504 gross approval dollars$44.9 m
- Average 504 approval$831,167
- Median 504 approval$523,500
- Distinct CDCs active4
- 504 jobs per approval7.7
- 504 jobs per million dollars approved9.3
- Most active CDCWBD, Inc. (43)
- Combined SBA approval dollars, 7(a) FY2020 to FY2026 and 504 FY2010 to FY2026$105.5 m
The average approval of $658,880 sits well above the median of $350,000, pulled up by a few larger deals, so the median is the better guide to what a typical borrower here gets. Only 26.1 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.
Rock County
SBA loan default and charge-off rates in Rock County
Do SBA loans in Rock County get paid back?
- Loans with a final outcome recorded23
- Paid in full22
- Charged off1
- Status: Paid in full22
- Status: Exempt from disclosure53
- Status: Cancelled12
- Status: Charged off1
- Status: Committed, not yet disbursed4
Only 23 loans have reached a final outcome, fewer than the 30 a charge-off rate needs, so no rate is published.
Compare against the national and state SBA charge-off rates, computed the same way over resolved loans only.
US Small Business Administration, 7(a) FOIA release, FY2020 to FY2026 year to date, as of 2026-06-30.
Rock County
SBA lending by place in Rock County
- Borrower cities with recorded lending9
- Janesville, approvals45
- Beloit, approvals22
- Milton, approvals11
- Evansville, approvals5
- Edgerton, approvals4
- Orfordville, approvals2
| Borrower city | Approvals | Gross approval dollars |
|---|---|---|
| Janesville | 45 | $33,439,000 |
| Beloit | 22 | $13,481,100 |
| Milton | 11 | $4,004,200 |
| Evansville | 5 | $2,420,000 |
| Edgerton | 4 | $2,952,400 |
| Orfordville | 2 | $1,910,300 |
| Footville | 1 | $1,580,000 |
| Fort Atkinson | 1 | $580,000 |
| 1 other borrower city | 1 | $250,000 |
Janesville accounts for 45 approvals against 22 in Beloit. 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.
Rock County
How large is Rock County?
- Land area718 sq mi
- Rank by land area among Wisconsin counties41st of 72
- Width, east to west30.2 mi
- Height, north to south24.4 mi
- Geographies sharing a boundary6
- Residents per square mile of land229
- Establishments per square mile4.68
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.
Rock County
Flood risk in Rock County
- Participation of the county's own NFIP community Rock County, unincorporated areasParticipating, community 550363
- Communities in the county in the NFIP Community Status Book9
- Of those, participating in the NFIP8
- NFIP participation rate88.9 percent
- Best Community Rating System class in the county A lower CRS class is a larger flood insurance premium discount.Class 7
- Communities carrying a CRS class1
- Radon levels in Rock County, EPA zone predicted average indoor radon screening level greater than 4 pCi/LZone 1
The county's own community in the status book, unincorporated Rock County (community 550363), participates in the National Flood Insurance Program and carries no Community Rating System class, so no CRS premium discount applies there. The EPA places Rock County in radon zone 1, a predicted average indoor radon screening level greater than 4 pCi/L. The zone is a screening prediction for the county and does not substitute for a test at an address. The best Community Rating System class among the county's communities is 7, which carries a flood insurance premium discount for policies written in that community. 88.9 percent of the county's listed communities participate in the National Flood Insurance Program, per Federal Emergency Management Agency, NFIP Community Status Book (OpenFEMA), as of 2026-09-26.
Federal Emergency Management Agency, NFIP Community Status Book (OpenFEMA), as of 2026-09-26. US EPA, Map of Radon Zones, county spreadsheet, 2024-05 publication, EPA 402/A-16/001.
Coverage
What this page does not hold.
Traffic counts, zoning and the flood zone at an address are not on this page; they resolve at the address in the platform. How this page was built →
Feasibility studies
When a Rock 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 Rock County site starts with the figures you are reading, carrying the same source and period into the credit file.
- Population, American Community Survey 2020-2024164,350
- Households67,201
- Average household size2.45
- Median household income$75,673
- Median age40.3
Common questions
Rock County questions, answered from the record.
How many people live in Rock County, Wisconsin?
The Census Bureau estimates 165,461 residents on July 1, 2024 (US Census Bureau, Population Estimates Program, Vintage 2024). The American Community Survey 2020-2024 five-year estimate is 164,350, in 67,201 households, ranking 9th of 72 Wisconsin counties. Source: US Census Bureau, American Community Survey 5-Year Estimates, 2020-2024 5-year.
Is Rock County's population growing?
The population has grown 1.08 percent since the 2020 census base of 163,687, to 165,461 on July 1, 2024. In 2024 there were 1,811 births against 1,785 deaths, with net migration of 990. Source: US Census Bureau, Population Estimates Program, Vintage 2024, Vintage 2024, estimates 2020 to 2024.
What is the median household income in Rock County?
$75,673. The median owner-occupied home is valued at $231,600, which is 3.1 times income, and median gross rent is $1,037 per month. Source: US Census Bureau, American Community Survey 5-Year Estimates, 2020-2024 5-year.
How many businesses are in Rock County?
3,362 establishments, employing 64,537 people with an annual payroll of $3.85 bn. These are establishments physically operating in the county, not listings. Source: US Census Bureau, County Business Patterns, 2023.
What is employment by industry in Rock County?
Manufacturing is the largest private sector at 11,440 jobs, 16.4 percent of covered employment. Covered employment averages 69,595 jobs at an average annual pay of $59,381, or $1,142 a week. Source: US Bureau of Labor Statistics, Quarterly Census of Employment and Wages, 2024 annual averages.
How much SBA lending happens in Rock County?
92 7(a) approvals totaling $60.6 m since FY2020, across 38 lenders, with a median approval of $350,000, plus 54 504 approvals worth $44.9 m since FY2010. These are approvals recorded in the release, not loans disbursed.
How many building permits were issued in Rock County?
628 housing units were authorized by permit in 2024, with a declared construction value of $144.8 m. Multifamily was 52.1 percent of units. Source: US Census Bureau, Building Permits Survey, 2024 annual.
What is the radon zone for Rock 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 Rock County come from?
The largest single origin is Dane County, with 760 households. Arriving households report an average income of $55,005 against $66,299 for those leaving. Source: US Internal Revenue Service, Statistics of Income county migration flows, 2021 to 2022 filing years.
Are traffic counts available for Rock 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 Rock County?
No. Nothing on this page presents parcel level zoning, and where a statutory framework applies it is marked as the statewide frame, to be confirmed locally.
Rock County
Cities and places in Rock.
12 Census places lie wholly or partly in Rock County. All 12 carry enough published place level data for a page of their own and are linked.
| Place | Type | Population | SBA 7(a) approvals, projects in this county | Lies in |
|---|---|---|---|---|
| Janesville | city | 66,030 | 45 | Wholly in this county |
| Beloit | city | 36,534 | 22 | Wholly in this county |
| Edgerton | city | 6,014 | 4 | 87.0 percent here, 13.0 percent Dane County |
| Evansville | city | 5,782 | 5 | Wholly in this county |
| Milton | city | 5,706 | 11 | Wholly in this county |
| Brodhead | city | 3,197 | None recorded | 7.9 percent here, 92.1 percent Green County |
| Clinton | village | 2,041 | None recorded | Wholly in this county |
| Orfordville | village | 1,473 | 2 | Wholly in this county |
| Footville | village | 908 | 1 | Wholly in this county |
| Hanover | CDP | 130 | None recorded | Wholly in this county |
| Shopiere | CDP | 123 | None recorded | Wholly in this county |
| Fulton | CDP | 31 | None recorded | Wholly in this county |
A further 2 of the county's 92 SBA 7(a) approvals are to borrowers in cities that match no Census place in Rock County, the largest being Fort Atkinson (1), Afton (1). Those are postal cities, unincorporated areas and cities outside the county, so no place row claims them; they are counted in the county total above.