Keller Williams Unveils Revamped Command Platform

Keller Williams is launching a revamped version of its agent CRM platform Command. The firm announced the launch of an “expanded, integration-ready” version of Command on Monday. 

“Over the last two years, we made the strategic decision to build the back end into the platform and really create meaningful integrations,” Chris Czarnecki, the CEO of Keller Williams, told HousingWire. “As we’ve looked across the technology landscape and with the ever-evolving focus on AI, we wanted to help our agents and market center partners ensure that they have the full suite of the rapidly changing technology assets that are out there.” 

The revamped platform is backed by Stone Point Capital, a strategic investor in Keller Williams. Additionally, the firm said the platform is powered by newly launched collaborations with Lone Wolf Technologies and Cotality, which are both owned by Stone Point Capital. 

The company said the platform offers agents smarter lead generation opportunities, including integrations with Facebook, Instagram, Spacio and Fello, improved marketing and content workflows via integrations with Canva, Rejig.ai and Lone Wolf’s CloudCMA and business process automations made possible through integrations with RemyAI, Google Gemini and BrokerBot. 

Czarnecki said the platform is “heavily centered” around the idea of more integrations due to the constant evolution of technology and the diverse needs of agents. 

“We want to give them all the flexibility they need to achieve their objectives and ultimately we feel like this is a huge step forward for them to be able to pick and choose what works best while still maintaining the power of the Command platform,” he said. 

So far the platform has over 75 discrete integrations with other proptech and productivity tools, but executives hope to see that expand in the future. 

“We really wanted to take this to the next level. What we’re about is making sure that we can meet agents, teams, market centers and our franchisees in the way that they want to do business,” Chris Cox, the company’s chief technology officer, told HousingWire. “That means providing them a world class set of core technologies like Command, but allowing them to build their businesses around both Command and other third-party tools. So, our real objective here is to make command the most integratable open platform in the industry to provide flexibility to agents, teams, market centers and franchisees.”

Czarnecki said he believes the revamped platform will help differentiate Keller Williams from other brokerage companies, helping it improve agent retention and attract new agents. 

“We are going to be very responsive to agent demand and as usage of these third-party partnerships and integrations take off, those are signs for us to continue to lean in further with those folks and deepen the integration,” Czarnecki said. 

As the company looks ahead, the executives are confident that the revamped Command will help it and its agents and franchisees succeed. 

“We are really focused on making sure that we’ve built a great foundation, but that we are surrounding it with technologies that are the most relevant to the way agents and market centers want to do business,” Cox said.