Innovation is the driving pressure at Keller Williams, particularly with regards to expertise. KW Command® was born out of this dedication—designed as an all-in-one platform that simplifies all the pieces from consumer relationship administration (CRM) to advertising and marketing, 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 assist each facet of an agent’s enterprise. Whether or not you’re producing leads, advertising and marketing listings, or monitoring consumer interactions, KW Command® integrates all of those features beneath one roof.
And it doesn’t cease there. The cellular app ensures brokers keep related and productive, regardless 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 totally different techniques simply to run my enterprise,” says Stewart. “Now, with all the pieces 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
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 group and intensive analysis into shopper conduct and aggressive benchmarks, has been pivotal in refining the platform to higher 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, expertise 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 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 era and advertising and marketing 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® identify.”
The final word objective is to assist brokers generate leads for themselves and construct their guide 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 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 sphere 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 contains the posh dwelling market. “Whereas earlier variations of Command supplied some nice foundational options, we knew we might enhance the flexibleness to higher mirror our manufacturers. Now, we’ve seen that evolution. The flexibility 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 on the lookout for.”
Stewart provides that as a luxurious agent with the Keller Williams® Reno North market middle, it’s essential to take care of a great-looking look and powerful 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 id—no coding required. For many 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 big for us. And now, with the flexibility to embed issues like Canva designs or iFrame content material, brokers can really make their web sites their very own.” Non-compulsory iFrame content material embeds embody a mortgage calculator, dwelling 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 website positioning 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 submit receiving over 100 likes on Fb. It’s one of many methods we keep related 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 potential by the search engine marketing (website positioning) 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 reveals the effectiveness of the brand new model of the positioning,” Stewart mentioned.
Stewart estimates that utilizing KW Command® saves him a number of a whole bunch of {dollars} per thirty 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 assets inside Keller Williams, particularly the community of impartial brokers. If I ever hit a roadblock, I do know there’s a complete neighborhood of brokers who’re keen to share their experiences and assist me remedy issues.”
Marrero agrees, including, “The suggestions from brokers has been overwhelmingly optimistic. 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 while not having to pay for out of doors 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 group 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 generally is a gray space. However KW Command® has applied options that guarantee lead era is clearly tied to the group, whereas nonetheless respecting the one-to-one relationship brokers have with their purchasers.
The flexibility to hyperlink a group’s web site to its contact database ensures that leads generated on group websites will not be solely tracked beneath a group’s model, however are effectively managed and assigned to the correct particular person, providing an built-in resolution that simplifies workflows and maximizes group efficiency.
Empowering Management and Growing Visibility
Along with agent websites, Keller Williams has made important 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 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 era varieties, which give market facilities a streamlined, efficient strategy to join with potential new brokers. The varieties combine straight with their database, capturing leads instantly and funneling them into the CRM.
For regional websites, that are completely new, the main target 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 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 shoppers. A key instance is the continued enchancment to the lead era and CRM instruments. Brokers needed a platform that might not solely handle their contacts but in addition ship simpler methods to transform their leads into purchasers.
“Suggestions from the sphere confirmed us that brokers wanted a extra seamless strategy to observe their leads and alternatives,” says Haver. “By integrating alternatives straight into the CRM, we’ve made it simpler for brokers to comply with 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 objective: offering brokers with all the pieces they should run their enterprise successfully, multi function platform.”
Trying 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 affect brokers’ backside strains. “I’m enthusiastic about the place we’re headed,” says Marrero. “Command is already a game-changer, however we’re not finished but. With extra options on the horizon, we’re simply scratching the floor of what’s potential.”
