A laptop displaying the Keller Williams Command CRM.
Illustration by Lanette Behiry/Real Estate News; Shutterstock

KW’s widely used Command CRM gets a refresh 

Improvements to the CRM platform and app are intended to give agents a leg up with lead generation, marketing and workflow.

June 13, 2023
2 minutes

Key points:

  • Updates to Command were based in part on agent feedback, with the goal of alleviating common pain points.
  • The platform is also using generative artificial intelligence to improve efficiency.
  • KW CTO Chris Cox said this advancement in the company's tech "provides a hypercompetitive advantage to our teams and agents."

Keller Williams is revving up its customer relationship platform once again with new features designed to improve the agent experience.

The Austin-based real estate brokerage announced the improvements to its Command CRM and mobile app on June 13, which were developed to help eliminate pain points with lead generation, marketing and workflow, said Chris Cox, chief technology and digital officer at KW.

"As we continue to make investments in our Command platform, we remain laser focused on what our agents want," said Cox. "Our latest capabilities allow our entrepreneurial agents to thrive in the midst of a challenging market."

Command, which originally launched in February 2019 and was followed by an app release in 2021, previously received an overhaul in late 2022 to improve usability and address agent feedback around preferred features.

Prior to implementing the latest improvements, Cox said they again sought feedback from their user base through KW Labs.

"KW Labs manages design thinking and beta sessions with a cross section of agents across our ecosystem on an ongoing basis," Cox said, consistent with the company's stated "agent-centric, technology-driven culture." 

The most recent round of updates include advancements in lead management and marketing automation, additional customization options and other features intended to streamline business activities for the platform's nearly 140,000 quarterly active users (as of March 31), according to the company.

Cox said several more improvements are in the pipeline for the second half of the year, including better workflow automation and contact management. 

Leaning into AI

The Command platform is also using artificial intelligence to improve the agent experience and increase efficiency, including in areas like listing property descriptions and home search tools. 

Cox noted that AI models "will not replace agent conversations with their clients," but rather "enhance agent productivity and quality of communication and information flow."

The overall goal of the Command updates is to give agents a leg up on other brokerages as they navigate the down market.

"We are committed to continued strategic innovation across our platform," said Cox. "We believe our technology provides a hypercompetitive advantage to our teams and agents."

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