After years of steadily adding integrations to the Command platform, Keller Williams has opened its doors to third-party developers through a dedicated hub. This hub will quickly begin integrating into Command’s app store, KW Marketplace.
Seven years after launching Command, Keller Williams has fully opened its artificial intelligence-powered customer relationship management (CRM) platform to third-party developers.
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Chris Czarnecki
“At KW, we are focused on providing our affiliated agents and market centers with every advantage to maximize every opportunity,” KW President and CEO Chris Czarnecki said in a prepared statement Monday. “By prioritizing AI-driven integration and strategic data and software relationships, we are empowering agents to integrate the tools they trust into a single intelligent ecosystem, enabling them to move faster, work smarter, and compete at the highest level.”
The Texas-based franchisor is gradually opening up Command to third-party developers, and the CRM currently includes 75 integrations. KW Chief Technology Officer Chris Cox said the company is focused on lead generation, marketing and business automation, and its current lineup includes Facebook, Instagram, Spacio, Inc., Fello, Canva, Rejig.ai, CloudCMA, RemyAI, Google Gemini and BrokerBot.
“I would argue that what we’ve been doing over the last three to four years has gradually opened up the controls to support more third-party integrations,” he told Inman. “But what we really wanted to think about over the last 12 months was how do we take it to the next level? How do we become the most open and integratable platform in the industry? And what we came to was that we needed to streamline, automate and make the process of integrating, especially using commands, more efficient.”
chris cox
Cox said the answer is Command Launchpad, a secure hub that streamlines the process for developers, from completing the partner application process to ultimately initiating the integration in Command’s app store, KW Marketplace.
The CTO said his team will track adoption rates and other key metrics to ensure the integration is working well. However, what constitutes a “success” rate depends on whether the integration is aimed at a broad audience or a niche audience.
“It’s hard to generalize, but depending on the scope of the service, if we had 30 to 40 percent utilization of our agent base for deeper integration, that would certainly represent a success metric. But every use case, and I can’t stress this enough, every use case is slightly different,” he said. “Canva is at the core of what agents do. Canva helps agents develop both digital and physical collateral for listing real estate listings. And we’ll probably see more adoption of that than some kind of niche integration or more narrow integration.”
Cox said he expects the launch of Command Launchpad to attract “top technology companies that want to scale quickly and deliver real value to agents” and create a “groundbreaking year for further Command integration.”
Both said embracing an open ecosystem will be key to the franchisor’s technology strategy, especially as agent demand for AI-forward tools and platforms increases.
“It’s clear that our agent base uses a variety of technologies, and that’s only going to accelerate for us as we move into the AI era,” Czarnecki told Inman. “There are specialized organizations and specialized products that clearly have a strong presence within our network. So for us, expanding our reach and furthering these integrations, especially working with AI-driven companies, is an imperative that we felt was the next step in our evolution.”
“Simple and quick integrations with our partners allow us to integrate them with our commands. If we see a particular integration really take off from a usage perspective, and we see an opportunity or it’s important for us to have it in our agent base, we can partner more deeply, spend money and ultimately look to take a step forward with these partners to deliver more outcomes,” he added.
“We like the ability to listen and see signals from our agent base about what’s really important to them. And by comparing that to our internal team, who are meeting with different partners and working hard, we get some really great cross-pollination and different ideas from that, and also how we can continue to add and grow.”
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