Innovation is the driving power 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 part from consumer 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 will not be 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 help each side of an agent’s enterprise. Whether or not you’re producing leads, advertising listings, or monitoring consumer interactions, KW Command® integrates all of those features below one roof.
And it doesn’t cease there. The cell app ensures brokers keep related and productive, regardless of the place they’re. For brokers like Garrett Stewart, crew 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 programs 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 Method: 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 crew and in depth analysis into client habits and aggressive benchmarks, has been pivotal in refining the platform to raised 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 crew chief, KW LABS advisor, and co-founder at Nova Standing Houses in Chicago, Illinois. “The tech crew 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® identify.”
The final word objective is to assist brokers generate leads for themselves and construct their ebook 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 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 luxurious house market. “Whereas earlier variations of Command provided some nice foundational options, we knew we may enhance the flexibleness to raised mirror our manufacturers. Now, we’ve seen that evolution. The power to customise my web site 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 middle, 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 web site.”
The introduction of “simple 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 better 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.” Non-compulsory 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 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 submit receiving over 100 likes on Fb. It’s one of many methods we keep related with shoppers and supply worth past simply actual property listings.”
Stewart not too long ago 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 bought a lead from somebody who discovered our web site, looked for a house, after which bought below 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} 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 respect is the help 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 keen to share their experiences and assist me resolve issues.”
Marrero agrees, including, “The suggestions from brokers has been overwhelmingly constructive. Individuals who have been initially hesitant concerning 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 without having to pay for outdoor assist.”
Individuals who have been initially hesitant concerning the complexity are actually seeing how easy it may be to create a web site.”
Noel Marrero, know-how crew 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 carried out options that guarantee lead technology is clearly tied to the crew, whereas nonetheless respecting the one-to-one relationship brokers have with their shoppers.
The power to hyperlink a crew’s web site to its contact database ensures that leads generated on crew websites usually are not solely tracked below a crew’s model, however are effectively managed and assigned to the precise individual, providing an built-in resolution that simplifies workflows and maximizes crew efficiency.
Empowering Management and Rising 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 technology kinds, which give market facilities a streamlined, efficient approach to join with potential new brokers. The kinds combine instantly 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 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 crew 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 wished a platform that might 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 approach to monitor their leads and alternatives,” says Haver. “By integrating alternatives instantly 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 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 affect 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 doable.”
