SEC 13F Intelligence

Managers / Q4 2024 · view latest →

Willis Investment Counsel

CIK 0001310929 · 710 GREEN STREET, GAINESVILLE, GA, 30501 · 770-718-0706

Reported Value
$1.5B
Q4 2024
Positions
116
Filings on Record
33
2019–present window
Filed
Jan 24, 2025
original filing

Summary

Willis Investment Counsel reported $1.5B in U.S.-listed holdings across 116 positions for Q4 2024.

Its largest position, CSCO, represents 3.5% of the portfolio.

Compared with Q3 2024, the fund opened 3 new positions and exited 0.

Portfolio Metrics

Turnover
+4.2%
vs prior filed quarter
Top-10 Concentration
+28.7%
share of reported value
Largest Position
+3.5%
Cisco Systems

Methodology: turnover is min(value bought, value sold) ÷ average reported value across the two quarters — value-based, so market moves inflate it slightly versus a share-based measure. Concentration and largest position are shares of the filing’s total reported value, options excluded. New/exited counts compare against the prior filed quarter. All figures derive solely from the fund’s 13F filings.

Reported Value by Quarter

13F Reported Value
Q4 ’18: $1.3BQ4 ’18Q1 ’19: $1.5BQ2 ’19: $1.5BQ3 ’19: $1.5BQ4 ’19: $1.5BQ4 ’19Q1 ’20: $1.2BQ2 ’20: $1.3BQ3 ’20: $1.1BQ4 ’20: $1.5BQ4 ’20Q1 ’21: $1.6BQ2 ’21: $1.7BQ3 ’21: $1.8BQ4 ’21: $1.9BQ4 ’21Q1 ’22: $1.9BQ2 ’22: $1.6BQ3 ’22: $1.4BQ4 ’22: $1.6BQ4 ’22Q1 ’23: $1.6BQ2 ’23: $1.6BQ3 ’23: $1.3BQ4 ’23: $1.4BQ4 ’23Q1 ’24: $1.5BQ2 ’24: $1.4BQ3 ’24: $1.5BQ4 ’24: $1.5BQ4 ’24Q1 ’25: $1.5BQ2 ’25: $1.7BQ3 ’25: $1.8BQ4 ’25: $1.9BQ4 ’25Q1 ’26: $1.8Bfilingsflow.com

Portfolio Composition

By security type
Common Stock: 87.0%Other: 8.7%ADR: 3.8%ETP: 0.5%REIT: 0.0%Other: 0.0%
  • Common Stock · 87.0% · $1.3B
  • Other · 8.7% · $132M
  • ADR · 3.8% · $58M
  • ETP · 0.5% · $8M
  • REIT · 0.0% · $368,750
  • Other · 0.0% · $251,182

Quarter-over-Quarter Changes full breakdown →

vs Q3 2024 (amended baseline)

IssuerMoveShare ΔShares nowValue ΔValue now
ZTSZoetis IncNEW+46.2K46.2K+$8M$8M
Invesco Exchange Traded Fd TrNEW+4.9K4.9K+$857,050$857,050
LAMRLamar Advertising CoNEW+3.0K3.0K+$368,750$368,750
TSCOTractor Supply CoADDED+358.5K447.4K−$2M$24M
HSYHershey CoADDED+44.4K140.6K+$5M$24M
AWNAdvance Auto Parts IncTRIMMED−30.6K42.5K−$841,969$2M
FDSFactset Resh Sys IncADDED+16.3K58.2K+$9M$28M
EVTCEvertec, IncADDED+9.5K34.6K+$343,490$1M

Value changes conflate price moves with buying and selling — share changes are the real signal. Share counts are not split-adjusted.

Holdings — Q4 2024

50 positions
Export to Excel
#IssuerClass% PortfolioValue ↓Shares
1CSCOCisco Systems Inchistory →COM3.46%$53M890.8K
2JNJJohnson And Johnsonhistory →COM3.15%$48M332.0K
3TXNTexas Instruments Inchistory →COM3.11%$47M252.9K
4MSFTMicrosoft Corphistory →COM3.05%$46M110.3K
5PAYXPaychex Inchistory →COM2.89%$44M314.7K
6LMTLockheed Martin Corphistory →COM2.78%$42M87.1K
7Chubb LtdCOM2.67%$41M147.4K
8Accenture PLCCOM2.67%$41M115.7K
9HDHome Depot Inchistory →COM2.48%$38M97.3K
10PFEPfizer Inchistory →COM2.47%$38M1.42M
11WMTWal-Mart Stores Inchistory →COM2.28%$35M385.2K
12CLXClorox Co Del Comhistory →COM1.98%$30M185.8K
13PEPPepsico Inchistory →COM1.96%$30M196.3K
14BACVerizon Communications Comhistory →COM1.90%$29M725.3K
15AFLAflac Inchistory →COM1.86%$28M273.5K
16Medtronic IncCOM1.85%$28M353.7K
17FDSFactset Resh Sys Inchistory →COM1.83%$28M58.2K
18AAPLApple Computerhistory →COM1.82%$28M110.6K
19CATCaterpillar Inc Delhistory →COM1.76%$27M73.8K
20TROWPrice T Rowe Group Inchistory →COM1.64%$25M221.4K
21AMATApplied Material Inchistory →COM1.58%$24M148.3K
22HSYHershey Cohistory →COM1.56%$24M140.6K
23TSCOTractor Supply Cohistory →COM1.56%$24M447.4K
24GOOGLGoogle Inc Class Ahistory →COM1.50%$23M120.7K
25TAT&T Corphistory →COM1.49%$23M998.4K
26EXMOCExxon Mobil Corphistory →COM1.48%$23M209.3K
27COPConocophillipshistory →COM1.45%$22M223.7K
28UPSUnited Parcel Servicehistory →COM1.42%$22M171.5K
29KMBKimberly Clark Corphistory →COM1.41%$22M164.4K
30SHELShellhistory →COM1.39%$21M339.1K
31Eaton CorpCOM1.34%$20M61.6K
32ADPAutomatic Data Prochistory →COM1.34%$20M69.7K
33NVDANvidia Corphistory →COM1.32%$20M150.4K
34BHP Billiton LtdCOM1.29%$20M403.3K
35KVUEKenvue Inc.history →COM1.24%$19M889.0K
36MCDMcdonalds Corp Comhistory →COM1.23%$19M64.8K
37MRKMerck & Company, Inchistory →COM1.23%$19M187.8K
38DGXQuest Diagnostics, Inc.history →COM1.19%$18M120.1K
39DRIDarden Restaurants Inchistory →COM1.14%$17M92.8K
40LOWLowe's Companies Inchistory →COM1.11%$17M68.5K
41GNRCGenerachistory →COM1.10%$17M108.0K
42AXPAmerican Expresshistory →COM1.05%$16M54.0K
43MMM3m Companyhistory →COM1.03%$16M121.9K
44DYHTarget Corp Comhistory →COM1.02%$16M115.1K
45EMREmerson Elec Cohistory →COM1.00%$15M123.1K
46LHLab Corp Of Amerhistory →COM0.99%$15M65.8K
47PGProcter & Gamble Cohistory →COM0.97%$15M88.5K
48JPMJP Morgan Chase & Cohistory →COM0.95%$14M60.3K
49AEPAmerican Electric Power Cohistory →COM0.94%$14M155.6K
50GPCGenuine Parts Cohistory →COM0.93%$14M121.7K

Filing History

QuarterReported ValuePositionsFiledTypeLinks
Q1 2026$1.8B123May 5, 202613F-HRchanges · EDGAR ↗
Q4 2025$1.9B130Jan 22, 202613F-HRchanges · EDGAR ↗
Q3 2025$1.8B127Nov 5, 202513F-HRchanges · EDGAR ↗
Q2 2025$1.7B118Aug 12, 202513F-HRchanges · EDGAR ↗
Q1 2025$1.5B117Apr 16, 202513F-HRchanges · EDGAR ↗
Q4 2024$1.5B116Jan 24, 202513F-HRchanges · EDGAR ↗
Q3 2024$1.5B113Oct 11, 202413F-HRchanges · EDGAR ↗
Q2 2024$1.4B107Jul 24, 202413F-HRchanges · EDGAR ↗
Q1 2024$1.5B107Apr 24, 202413F-HRchanges · EDGAR ↗
Q4 2023$1.4B113Jan 11, 202413F-HRchanges · EDGAR ↗
Q3 2023$1.3B110Oct 17, 202313F-HRchanges · EDGAR ↗
Q2 2023$1.6B111Jul 11, 202313F-HRchanges · EDGAR ↗
Q1 2023$1.6B111Apr 18, 202313F-HRchanges · EDGAR ↗
Q4 2022$1.6B113Jan 18, 202313F-HRchanges · EDGAR ↗
Q3 2022$1.4B111Oct 12, 202213F-HRchanges · EDGAR ↗
Q2 2022$1.6B115Aug 8, 202213F-HRchanges · EDGAR ↗
Q1 2022$1.9B116May 16, 202213F-HRchanges · EDGAR ↗
Q4 2021$1.9B109Feb 14, 202213F-HRchanges · EDGAR ↗
Q3 2021$1.8B110Nov 17, 202113F-HRchanges · EDGAR ↗
Q2 2021$1.7B114Aug 13, 202113F-HRchanges · EDGAR ↗
Q1 2021$1.6B116May 17, 202113F-HRchanges · EDGAR ↗
Q4 2020$1.5B106Feb 11, 202113F-HRchanges · EDGAR ↗
Q3 2020$1.1B106Nov 12, 202013F-HRchanges · EDGAR ↗
Q2 2020$1.3B108Aug 14, 202013F-HRchanges · EDGAR ↗
Q1 2020$1.2B109May 13, 202013F-HRchanges · EDGAR ↗
Q4 2019$1.5B96Feb 13, 202013F-HRchanges · EDGAR ↗
Q3 2019$1.5B101Nov 15, 201913F-HRchanges · EDGAR ↗
Q2 2019$1.5B106Aug 14, 201913F-HRchanges · EDGAR ↗
Q1 2019$1.5B117May 14, 201913F-HRchanges · EDGAR ↗
Q4 2018$1.3B120Feb 14, 201913F-HRchanges · EDGAR ↗

13F filings are due up to 45 days after quarter end, so holdings shown here lag the fund’s current book. Source: original SEC filing on EDGAR ↗.