Innovation is the driving power at Keller Williams, particularly in relation to know-how. KW Command® was born out of this dedication—designed as an all-in-one platform that simplifies every part from shopper relationship administration (CRM) to advertising, transactions, and web sites. Actually, in 2025, KW Command® was acknowledged with the Housing Wire Tech100 award. However as with every main tech enterprise, success shouldn’t be solely in regards to 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 help each facet 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 beneath 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, staff chief at The Garrett Stewart Workforce in Reno, Nevada, and a KW LABS advisor, this integration is a game-changer. “I used to juggle totally different techniques simply to run my enterprise,” says Stewart. “Now, with every part in Command, I’m not losing time. It’s multi functional spot, and that’s been an enormous assist for my workflow.”
A Collaborative Method: LABS Advisors and Tech Groups Working Collectively
For the reason that launch of KW Command®, the LABS Advisors—a gaggle of forward-thinking brokers and leaders—have been instrumental in shaping the platform. Their firsthand suggestions, mixed with insights from the tech staff and intensive analysis into shopper habits and aggressive benchmarks, has been pivotal in refining the platform to higher serve brokers and their shoppers.
On the coronary heart of this collaboration is a transparent mission: to ship options that put brokers first. “Our job is to supply 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 staff chief, KW LABS advisor, and co-founder at Nova Standing Properties in Chicago, Illinois. “The tech staff 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 yr and a half honing in on lead era 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 means that displays their particular person manufacturers, not simply the Keller Williams® title.”
The last word aim is to assist brokers generate leads for themselves and construct their guide of enterprise. “After that, we’re centered on performance and options that help an agent’s collaboration and relationship constructing post-transaction with their shoppers,” 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 provided some nice foundational options, we knew we may enhance the flexibleness to higher mirror our manufacturers. Now, we’ve seen that evolution. The power to customise my web site to mirror my model has been enormous. The brand new themes are clear, intuitive, and, most significantly, they provide the customization we’ve been on the lookout for.”
Stewart provides that as a luxurious agent with the Keller Williams® Reno North market middle, 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 personalised and polished search for my web site.”
The introduction of “straightforward mode” for web site 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 many who need extra management, the “knowledgeable 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 enormous for us. And now, with the power to embed issues like Canva designs or iFrame content material, brokers can really make their web sites their very own.” Elective iFrame content material embeds embrace a mortgage calculator, house worth estimator, and different options that make websites “sticky” and extra useful for potential shoppers.
“We use our websites as lead magnets, with academic content material that provides worth to our shoppers’ lives, not simply listings. It’s all about constructing belief and contributing to the group,” Stewart notes.
Improved search engine optimization and Conversions
Stewart has additionally famous enhancements in lead era 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 shoppers 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 potential by the SEO (search engine optimization) efforts made on the backend. “We received a lead from somebody who discovered our web site, looked for a house, after which received beneath contract. It actually exhibits the effectiveness of the brand new model of the positioning,” Stewart stated.
Stewart estimates that utilizing KW Command® saves him a number of lots of of {dollars} monthly in comparison with utilizing a third-party CRM. “These financial savings add as much as 1000’s of {dollars} per yr,” he notes, and it helps to have everybody on the identical platform. “What I actually recognize is the help and sources inside Keller Williams, particularly the community of unbiased brokers. If I ever hit a roadblock, I do know there’s a complete group of brokers who’re prepared to share their experiences and assist me remedy issues.”
Marrero agrees, including, “The suggestions from brokers has been overwhelmingly constructive. Individuals who had been initially hesitant in regards to the complexity are actually seeing how easy it may be to create a web site. And with the enhancements in customization, brokers are extra empowered to market themselves while not having to pay for out of doors assist.”
Individuals who had been initially hesitant in regards to the complexity are actually seeing how easy it may be to create a web site.”
Noel Marrero, know-how staff chief, KW LABS advisor, and co-founder at Nova Standing Properties in Chicago, Illinois
Supporting Groups: A Seamless Integration of Leads
One of the important issues 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 era is clearly tied to the staff, whereas nonetheless respecting the one-to-one relationship brokers have with their shoppers.
The power to hyperlink a staff’s web site to its contact database ensures that leads generated on staff websites should not solely tracked beneath a staff’s model, however are effectively managed and assigned to the best particular person, providing an built-in answer that simplifies workflows and maximizes staff efficiency.
Empowering Management and Growing Visibility
Along with agent websites, Keller Williams has made vital strides with the discharge of the market middle and regional websites, making it simpler for franchisee management to craft a compelling model story.
“With the up to date market middle websites, we’ve centered 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, group involvement, and management.”
The up to date websites embrace recruit lead era types, which give market facilities a streamlined, efficient option to join with potential new brokers. The types combine immediately with their database, capturing leads instantly and funneling them into the CRM.
For regional websites, that are totally new, the main focus expands past simply attracting brokers to market facilities. These websites enable for international franchise recruitment and create a platform for regional management to showcase what makes their space distinctive and engaging 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 staff 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 era and CRM instruments. Brokers wished a platform that might not solely handle their contacts but additionally ship more practical methods to transform their leads into shoppers.
“Suggestions from the sector confirmed us that brokers wanted a extra seamless option to observe their leads and alternatives,” says Haver. “By integrating alternatives immediately 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 aim: offering brokers with every part they should run their enterprise successfully, multi functional platform.”
Wanting Forward: The Way forward for KW Command®
As the true 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 influence brokers’ backside traces. “I’m enthusiastic about the place we’re headed,” says Marrero. “Command is already a game-changer, however we’re not achieved but. With extra options on the horizon, we’re simply scratching the floor of what’s potential.”
