Innovation is the driving force at Keller Williams, especially when it comes to technology. KW Command® was born out of this commitment—designed as an all-in-one platform that simplifies everything from client relationship management (CRM) to marketing, transactions, and websites. In fact, in 2025, KW Command® was recognized with the Housing Wire Tech100 award. But as with any major tech undertaking, success is not only about the initial launch, it’s about constant improvement and evolution.
The KW Command® Ecosystem
KW Command® is more than just a system to track contacts or manage transactions. It’s a comprehensive platform designed to support every aspect of an agent’s business. Whether you’re generating leads, marketing listings, or tracking client interactions, KW Command® integrates all of these functions under one roof.
And it doesn’t stop there. The mobile app ensures agents stay connected and productive, no matter where they are. For agents like Garrett Stewart, team leader at The Garrett Stewart Team in Reno, Nevada, and a KW LABS advisor, this integration is a game-changer. “I used to juggle different systems just to run my business,” says Stewart. “Now, with everything in Command, I’m not wasting time. It’s all in one spot, and that’s been a huge help for my workflow.”
A Collaborative Approach: LABS Advisors and Tech Teams Working Together
Since the launch of KW Command®, the LABS Advisors—a group of forward-thinking agents and leaders—have been instrumental in shaping the platform. Their firsthand feedback, combined with insights from the tech team and extensive research into consumer behavior and competitive benchmarks, has been pivotal in refining the platform to better serve agents and their clients.
At the heart of this collaboration is a clear mission: to deliver solutions that put agents first. “Our job is to provide feedback that helps make the platform easier to use, more intuitive, and more aligned with the real-world needs of agents,” says Noel Marrero, technology team leader, KW LABS advisor, and co-founder at Nova Status Homes in Chicago, Illinois. “The tech team listens to us, and together, we’ve been able to shape a platform that delivers on the promise of simplifying real estate operations.”
Jon Haver, KWRI’s executive director of product management, is one of those listening and acting on the feedback from advisors. “We’ve spent the last year and a half honing in on lead generation and marketing to help agents build their businesses from the ground up,” says Haver. “Our focus has been on supporting agents in getting their names out there in a way that reflects their individual brands, not just the Keller Williams® name.”
The ultimate goal is to help agents generate leads for themselves and build their book of business. “After that, we’re focused on functionality and features that support an agent’s collaboration and relationship building post-transaction with their clients,” he adds.
Enhanced Site Customization and Branding
One of the standout improvements in KW Command® is its newly revamped suite of customizable agent and leadership websites. With continuous feedback from the field and input from KW LABS Advisors, the platform has evolved to offer even more flexibility and customization options.
“Customization was a key priority for us from the beginning,” says Stewart, whose specialty includes the luxury home market. “While earlier versions of Command offered some great foundational features, we knew we could improve the flexibility to better reflect our brands. Now, we’ve seen that evolution. The ability to customize my site to reflect my brand has been huge. The new themes are clean, intuitive, and, most importantly, they offer the customization we’ve been looking for.”
Stewart adds that as a luxury agent with the Keller Williams® Reno North market center, it’s crucial to maintain a great-looking appearance and strong online branding. “I’m really excited about how easily I can integrate videos and dynamic backgrounds to create a more personalized and polished look for my site.”
The introduction of “easy mode” for site customization was a direct response to the feedback from agents like Stewart. This feature allows agents with minimal technical expertise to build professional websites that reflect their brand identity—no coding required. For those who want more control, the “expert mode” offers deeper customization options, allowing for even greater flexibility.
Marrero adds, “The ability to change themes, colors, and layouts on the fly has been huge for us. And now, with the ability to embed things like Canva designs or iFrame content, agents can truly make their websites their own.” Optional iFrame content embeds include a mortgage calculator, home value estimator, and other features that make sites “sticky” and more helpful for potential clients.
“We use our sites as lead magnets, with educational content that adds value to our clients’ lives, not just listings. It’s all about building trust and contributing to the community,” Stewart notes.
Improved SEO and Conversions
Stewart has also noted improvements in lead generation and engagement. “The blog section of my website has really gained traction, with one post receiving over 100 likes on Facebook. It’s one of the ways we stay connected with clients and provide value beyond just real estate listings.”
Stewart recently converted a lead from someone who found his website from a direct search; something made possible by the search engine optimization (SEO) efforts made on the backend. “We got a lead from someone who found our website, searched for a home, and then got under contract. It really shows the effectiveness of the new version of the site,” Stewart said.
Stewart estimates that using KW Command® saves him multiple hundreds of dollars per month compared to using a third-party CRM. “Those savings add up to thousands of dollars per year,” he notes, and it helps to have everyone on the same platform. “What I really appreciate is the support and resources within Keller Williams, especially the network of independent agents. If I ever hit a roadblock, I know there’s a whole community of agents who are willing to share their experiences and help me solve problems.”
Marrero agrees, adding, “The feedback from agents has been overwhelmingly positive. People who were initially hesitant about the complexity are now seeing how simple it can be to create a site. And with the improvements in customization, agents are more empowered to market themselves without needing to pay for outside help.”
People who were initially hesitant about the complexity are now seeing how simple it can be to create a site.”
Noel Marrero, technology team leader, KW LABS advisor, and co-founder at Nova Status Homes in Chicago, Illinois
Supporting Teams: A Seamless Integration of Leads
One of the most essential considerations for teams is the ownership of leads. With other CRMs, this can be a grey area. But KW Command® has implemented solutions that ensure lead generation is clearly tied to the team, while still respecting the one-to-one relationship agents have with their clients.
The ability to link a team’s website to its contact database ensures that leads generated on team sites are not only tracked under a team’s brand, but are efficiently managed and assigned to the right person, offering an integrated solution that simplifies workflows and maximizes team performance.
Empowering Leadership and Increasing Visibility
In addition to agent sites, Keller Williams has made significant strides with the release of the market center and regional sites, making it easier for franchisee leadership to craft a compelling brand story.
“With the updated market center sites, we’ve focused more on helping leadership tell their own stories—showcasing leadership and the office culture,” says Talia McLaughlin, KWRI product manager. “Market centers now have a customizable space where they highlight office initiatives, community involvement, and leadership.”
The updated sites include recruit lead generation forms, which give market centers a streamlined, effective way to connect with potential new agents. The forms integrate directly with their database, capturing leads immediately and funneling them into the CRM.
For regional sites, which are entirely new, the focus expands beyond just attracting agents to market centers. These sites allow for global franchise recruitment and create a platform for regional leadership to showcase what makes their area unique and attractive to both agents and franchisees.
From Feedback to Action: The Evolution of KW Command®
The collaborative process between KW LABS Advisors and the KWRI tech team hasn’t just been about refining small features—it’s about making sure KW Command® evolves with the needs of agents and the desires of consumers. A key example is the ongoing improvement to the lead generation and CRM tools. Agents wanted a platform that could not only manage their contacts but also deliver more effective ways to convert their leads into clients.
“Feedback from the field showed us that agents needed a more seamless way to track their leads and opportunities,” says Haver. “By integrating opportunities directly into the CRM, we’ve made it easier for agents to follow up on their leads and nurture those relationships more effectively.”
Haver adds, “With each update, KW Command brings Keller Williams one step closer to its goal: providing agents with everything they need to run their business effectively, all in one platform.”
Looking Ahead: The Future of KW Command®
As the real estate landscape continues to evolve, so, too, will KW Command®. Future enhancements are already in the works, focusing on making the platform even more intuitive and user-friendly, while continuing to deliver solutions that impact agents’ bottom lines. “I’m excited about where we’re headed,” says Marrero. “Command is already a game-changer, but we’re not done yet. With more features on the horizon, we’re just scratching the surface of what’s possible.”