Innovation is the driving drive 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 all main tech endeavor, success is just not 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 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 Workforce in Reno, Nevada, and a KW LABS advisor, this integration is a game-changer. “I used to juggle completely different techniques simply to run my enterprise,” says Stewart. “Now, with every part 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
Because the 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 intensive analysis into shopper 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, know-how group chief, KW LABS advisor, and co-founder at Nova Standing Properties 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 government director of product administration, is a type of listening and performing on the suggestions from advisors. “We’ve spent the final yr 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® title.”
The last word purpose 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 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 sphere 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 consists of the luxurious dwelling market. “Whereas earlier variations of Command provided some nice foundational options, we knew we might enhance the pliability to higher replicate our manufacturers. Now, we’ve seen that evolution. The power to customise my website to replicate 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 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 “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 replicate their model id—no coding required. For individuals who need extra management, the “skilled mode” provides deeper customization choices, permitting for even better flexibility.
Marrero provides, “The power to alter themes, colours, and layouts on the fly has been enormous for us. And now, with the flexibility 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 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 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 website positioning 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 put up 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 search engine marketing (website positioning) efforts made on the backend. “We acquired a lead from somebody who discovered our web site, looked for a house, after which acquired 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} per 30 days 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 respect 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 group of brokers who’re keen 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 website. And with the enhancements in customization, brokers are extra empowered to market themselves with no need to pay for outdoor assist.”
Individuals who had been initially hesitant in regards to the complexity are actually 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 Properties in Chicago, Illinois
Supporting Groups: A Seamless Integration of Leads
One of the crucial 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 group, whereas nonetheless respecting the one-to-one relationship brokers have with their shoppers.
The power to hyperlink a group’s web site to its contact database ensures that leads generated on group websites should not solely tracked underneath a group’s model, however are effectively managed and assigned to the fitting individual, providing an built-in answer 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 house the place they spotlight workplace initiatives, group involvement, and management.”
The up to date websites embrace recruit lead technology kinds, which give market facilities a streamlined, efficient option to join with potential new brokers. The kinds combine straight with their database, capturing leads instantly and funneling them into the CRM.
For regional websites, that are solely new, the main focus 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 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 needs 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 in addition ship simpler methods to transform their leads into shoppers.
“Suggestions from the sphere confirmed us that brokers wanted a extra seamless option 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 purpose: offering brokers with every part 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 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 performed but. With extra options on the horizon, we’re simply scratching the floor of what’s potential.”
