Innovation is the driving drive at Keller Williams, particularly in terms of know-how. KW Command® was born out of this dedication—designed as an all-in-one platform that simplifies every thing from shopper relationship administration (CRM) to advertising, transactions, and web sites. In actual fact, in 2025, KW Command® was acknowledged with the Housing Wire Tech100 award. However as with every main tech enterprise, success is just not solely concerning the preliminary launch, it’s about fixed enchancment and evolution.
The KW Command® Ecosystem
KW Command® is greater than only a system to trace contacts or handle transactions. It’s a complete platform designed to assist each side of an agent’s enterprise. Whether or not you’re producing leads, advertising listings, or monitoring shopper interactions, KW Command® integrates all of those features underneath one roof.
And it doesn’t cease there. The cell app ensures brokers keep linked and productive, irrespective of the place they’re. For brokers like Garrett Stewart, group chief at The Garrett Stewart Staff in Reno, Nevada, and a KW LABS advisor, this integration is a game-changer. “I used to juggle completely different programs simply to run my enterprise,” says Stewart. “Now, with every thing in Command, I’m not losing time. It’s multi function spot, and that’s been an enormous assist for my workflow.”
A Collaborative Strategy: LABS Advisors and Tech Groups Working Collectively
For the reason that launch of KW Command®, the LABS Advisors—a bunch of forward-thinking brokers and leaders—have been instrumental in shaping the platform. Their firsthand suggestions, mixed with insights from the tech group and in depth analysis into shopper conduct and aggressive benchmarks, has been pivotal in refining the platform to raised serve brokers and their purchasers.
On the coronary heart of this collaboration is a transparent mission: to ship options that put brokers first. “Our job is to offer suggestions that helps make the platform simpler to make use of, extra intuitive, and extra aligned with the real-world wants of brokers,” says Noel Marrero, know-how group chief, KW LABS advisor, and co-founder at Nova Standing Houses in Chicago, Illinois. “The tech group listens to us, and collectively, we’ve been capable of form a platform that delivers on the promise of simplifying actual property operations.”
Jon Haver, KWRI’s govt director of product administration, is a kind of listening and performing on the suggestions from advisors. “We’ve spent the final 12 months and a half honing in on lead technology and advertising to assist brokers construct their companies from the bottom up,” says Haver. “Our focus has been on supporting brokers in getting their names on the market in a manner that displays their particular person manufacturers, not simply the Keller Williams® identify.”
The final word purpose is to assist brokers generate leads for themselves and construct their ebook of enterprise. “After that, we’re targeted on performance and options that assist an agent’s collaboration and relationship constructing post-transaction with their purchasers,” he provides.
Enhanced Website Customization and Branding
One of many standout enhancements in KW Command® is its newly revamped suite of customizable agent and management web sites. With steady suggestions from the sector and enter from KW LABS Advisors, the platform has advanced to supply much more flexibility and customization choices.
“Customization was a key precedence for us from the start,” says Stewart, whose specialty contains the posh house market. “Whereas earlier variations of Command supplied some nice foundational options, we knew we may enhance the pliability to raised mirror our manufacturers. Now, we’ve seen that evolution. The power to customise my website to mirror my model has been big. The brand new themes are clear, intuitive, and, most significantly, they provide the customization we’ve been searching for.”
Stewart provides that as a luxurious agent with the Keller Williams® Reno North market heart, it’s essential to keep up a great-looking look and robust on-line branding. “I’m actually enthusiastic about how simply I can combine movies and dynamic backgrounds to create a extra customized and polished search for my website.”
The introduction of “simple mode” for website customization was a direct response to the suggestions from brokers like Stewart. This characteristic permits brokers with minimal technical experience to construct skilled web sites that mirror their model identification—no coding required. For individuals who need extra management, the “professional mode” provides deeper customization choices, permitting for even higher flexibility.
Marrero provides, “The power to vary themes, colours, and layouts on the fly has been big for us. And now, with the power to embed issues like Canva designs or iFrame content material, brokers can actually make their web sites their very own.” Optionally available iFrame content material embeds embody a mortgage calculator, house worth estimator, and different options that make websites “sticky” and extra useful for potential purchasers.
“We use our websites as lead magnets, with academic content material that provides worth to our purchasers’ lives, not simply listings. It’s all about constructing belief and contributing to the neighborhood,” Stewart notes.
Improved web optimization and Conversions
Stewart has additionally famous enhancements in lead technology and engagement. “The weblog part of my web site has actually gained traction, with one publish receiving over 100 likes on Fb. It’s one of many methods we keep linked with purchasers and supply worth past simply actual property listings.”
Stewart just lately transformed a lead from somebody who discovered his web site from a direct search; one thing made attainable by the search engine marketing (web optimization) efforts made on the backend. “We bought a lead from somebody who discovered our web site, looked for a house, after which bought underneath contract. It actually exhibits the effectiveness of the brand new model of the location,” Stewart mentioned.
Stewart estimates that utilizing KW Command® saves him a number of a whole lot of {dollars} monthly in comparison with utilizing a third-party CRM. “These financial savings add as much as 1000’s of {dollars} per 12 months,” he notes, and it helps to have everybody on the identical platform. “What I actually admire is the assist and assets inside Keller Williams, particularly the community of unbiased brokers. If I ever hit a roadblock, I do know there’s an entire neighborhood of brokers who’re keen to share their experiences and assist me clear up issues.”
Marrero agrees, including, “The suggestions from brokers has been overwhelmingly optimistic. Individuals who have been initially hesitant concerning the complexity at the moment are seeing how easy it may be to create a website. And with the enhancements in customization, brokers are extra empowered to market themselves without having to pay for outdoor assist.”
Individuals who have been initially hesitant concerning the complexity at the moment are seeing how easy it may be to create a website.”
Noel Marrero, know-how group chief, KW LABS advisor, and co-founder at Nova Standing Houses in Chicago, Illinois
Supporting Groups: A Seamless Integration of Leads
Probably the most important concerns for groups is the possession of leads. With different CRMs, this generally is a gray space. However KW Command® has applied options that guarantee lead technology is clearly tied to the group, whereas nonetheless respecting the one-to-one relationship brokers have with their purchasers.
The power to hyperlink a group’s web site to its contact database ensures that leads generated on group websites will not be solely tracked underneath a group’s model, however are effectively managed and assigned to the best particular person, providing an built-in answer that simplifies workflows and maximizes group efficiency.
Empowering Management and Rising Visibility
Along with agent websites, Keller Williams has made important strides with the discharge of the market heart and regional websites, making it simpler for franchisee management to craft a compelling model story.
“With the up to date market heart websites, we’ve targeted extra on serving to management inform their very own tales—showcasing management and the workplace tradition,” says Talia McLaughlin, KWRI product supervisor. “Market facilities now have a customizable area the place they spotlight workplace initiatives, neighborhood involvement, and management.”
The up to date websites embody recruit lead technology types, which give market facilities a streamlined, efficient solution to join with potential new brokers. The types combine instantly with their database, capturing leads instantly and funneling them into the CRM.
For regional websites, that are solely new, the main target expands past simply attracting brokers to market facilities. These websites permit for international franchise recruitment and create a platform for regional management to showcase what makes their space distinctive and enticing to each brokers and franchisees.
From Suggestions to Motion: The Evolution of KW Command®
The collaborative course of between KW LABS Advisors and the KWRI tech group hasn’t simply been about refining small options—it’s about ensuring KW Command® evolves with the wants of brokers and the wishes of customers. A key instance is the continuing enchancment to the lead technology and CRM instruments. Brokers needed a platform that would not solely handle their contacts but additionally ship more practical methods to transform their leads into purchasers.
“Suggestions from the sector confirmed us that brokers wanted a extra seamless solution to observe their leads and alternatives,” says Haver. “By integrating alternatives instantly into the CRM, we’ve made it simpler for brokers to observe up on their leads and nurture these relationships extra successfully.”
Haver provides, “With every replace, KW Command brings Keller Williams one step nearer to its purpose: offering brokers with every thing they should run their enterprise successfully, multi function platform.”
Wanting Forward: The Way forward for KW Command®
As the actual property panorama continues to evolve, so, too, will KW Command®. Future enhancements are already within the works, specializing in making the platform much more intuitive and user-friendly, whereas persevering with to ship options that impression brokers’ backside traces. “I’m enthusiastic about the place we’re headed,” says Marrero. “Command is already a game-changer, however we’re not executed but. With extra options on the horizon, we’re simply scratching the floor of what’s attainable.”
