Innovation is the driving drive at Keller Williams, particularly in the case of expertise. 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. Actually, in 2025, KW Command® was acknowledged with the Housing Wire Tech100 award. However as with every main tech endeavor, success isn’t 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 assist 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 capabilities below one roof.
And it doesn’t cease there. The cell app ensures brokers keep linked and productive, regardless 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 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 Method: LABS Advisors and Tech Groups Working Collectively
Because the 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 in depth analysis into client conduct 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, expertise staff chief, KW LABS advisor, and co-founder at Nova Standing Houses in Chicago, Illinois. “The tech staff listens to us, and collectively, we’ve been in a position to form a platform that delivers on the promise of simplifying actual property operations.”
Jon Haver, KWRI’s government director of product administration, is a type 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 method that displays their particular person manufacturers, not simply the Keller Williams® identify.”
The last word aim is to assist brokers generate leads for themselves and construct their ebook of enterprise. “After that, we’re centered on performance and options that assist an agent’s collaboration and relationship constructing post-transaction with their shoppers,” he provides.
Enhanced Web site 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 developed to supply much more flexibility and customization choices.
“Customization was a key precedence for us from the start,” says Stewart, whose specialty consists of the posh dwelling market. “Whereas earlier variations of Command provided some nice foundational options, we knew we might enhance the pliability to higher mirror our manufacturers. Now, we’ve seen that evolution. The flexibility to customise my website to mirror my model has been large. 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 take care of 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 “straightforward mode” for website customization was a direct response to the suggestions from brokers like Stewart. This function 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 “knowledgeable mode” presents deeper customization choices, permitting for even better flexibility.
Marrero provides, “The flexibility to vary themes, colours, and layouts on the fly has been large 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.” Non-obligatory iFrame content material embeds embrace a mortgage calculator, dwelling worth estimator, and different options that make websites “sticky” and extra useful for potential shoppers.
“We use our websites as lead magnets, with instructional 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 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 shoppers and supply worth past simply actual property listings.”
Stewart lately transformed a lead from somebody who discovered his web site from a direct search; one thing made doable by the SEO (web optimization) efforts made on the backend. “We acquired a lead from somebody who discovered our web site, looked for a house, after which acquired below contract. It actually reveals the effectiveness of the brand new model of the positioning,” Stewart stated.
Stewart estimates that utilizing KW Command® saves him a number of a whole bunch of {dollars} per 30 days in comparison with utilizing a third-party CRM. “These financial savings add as much as hundreds of {dollars} per 12 months,” he notes, and it helps to have everybody on the identical platform. “What I actually recognize is the assist and sources inside Keller Williams, particularly the community of impartial brokers. If I ever hit a roadblock, I do know there’s an entire group of brokers who’re prepared to share their experiences and assist me clear up issues.”
Marrero agrees, including, “The suggestions from brokers has been overwhelmingly constructive. Individuals who have been initially hesitant in regards to the complexity are actually seeing how easy it may be to create a website. And with the enhancements in customization, brokers are extra empowered to market themselves with no need to pay for outdoor assist.”
Individuals who have been initially hesitant in regards to the complexity are actually seeing how easy it may be to create a website.”
Noel Marrero, expertise staff chief, KW LABS advisor, and co-founder at Nova Standing Houses in Chicago, Illinois
Supporting Groups: A Seamless Integration of Leads
Some of the important issues for groups is the possession of leads. With different CRMs, this is usually a gray space. However KW Command® has applied options that guarantee lead technology is clearly tied to the staff, whereas nonetheless respecting the one-to-one relationship brokers have with their shoppers.
The flexibility to hyperlink a staff’s web site to its contact database ensures that leads generated on staff websites usually are not solely tracked below a staff’s model, however are effectively managed and assigned to the best particular person, providing an built-in resolution that simplifies workflows and maximizes staff efficiency.
Empowering Management and Growing 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 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 technology types, which give market facilities a streamlined, efficient solution 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 fully new, the main target expands past simply attracting brokers to market facilities. These websites enable for world 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 needs of customers. A key instance is the continued enchancment to the lead technology and CRM instruments. Brokers wished a platform that would not solely handle their contacts but in addition ship more practical methods to transform their leads into shoppers.
“Suggestions from the sector confirmed us that brokers wanted a extra seamless solution 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 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 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 carried out but. With extra options on the horizon, we’re simply scratching the floor of what’s doable.”
