Seven years after launching Command, Keller Williams has fully opened up its artificial intelligence-powered CRM (Customer Relationship Management) platform to third-party developers.
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Chris Czarnecki
“At KW, we are focused on providing our member agents and market centers with every benefit to maximize their opportunities,” Chris Czarnecki, president and CEO of KW, said in a prepared statement Monday. “By prioritizing AI-driven integrations and strategic data and software relationships, we enable agents to unify their trusted tools into a single, intelligent ecosystem so they can move faster, work smarter and compete at the highest levels.”
The Texas-based franchisor has gradually opened up Command to third-party developers, with the CRM currently comprising 75 integrations. KW Chief Technology Officer Chris Cox said the company has focused on lead generation, marketing and business automation, with Facebook, Instagram, Spacio, Inc., Fello, Canva, Rejig.ai, CloudCMA, RemyAI, Google Gemini and BrokerBot part of the current lineup.
“What we’ve done over the last three or four years, I would say, has been gradually opening up the remit to support more third-party integrations,” he told Inman. “But what we really wanted to focus on over the last 12 months is how do we take it to the next level? How do we become the most open and integrable platform in the industry? And what we ended up with was that we really needed to streamline, automate and make more efficient the process of integrating with us, specifically with command and control.”
Chris Cox
Cox said the answer is Command Launchpada secure hub that streamlines the process for developers – from completing the partner application process to ultimately launching their integration on KW Marketplace, Command’s app store.
The CTO said his team will monitor adoption rates and other key metrics to ensure an integration is performing well; However, what constitutes a “successful” percentage will depend on whether the integration is intended for a broad or a niche audience.
“It’s hard to generalize, but depending on the scope of the service, but if you were to leverage somewhere in the region, let’s call it 30 to 40 percent of the agent base for deeper integrations, that would certainly be emblematic of a success metric. But every use case, and I can’t stress this enough, every use case is slightly different,” he said. “Canva is a core part of what agents do. It supports agents in developing both digital and physical collateral for real estate listings. And we would see greater adoption of that than perhaps some sort of niche or more narrowly defined integrations.”
Cox said he expects the launch of Command Launchpad will “attract top technology companies looking to scale quickly and deliver real value to agents” and deliver a “breakthrough year for further Command integrations.”
The duo said embracing an open ecosystem is key to the franchisor’s technology strategy, especially as agent demand for AI-forward tools and platforms grows.
“We clearly see our agent base using a whole bunch of different technologies. And as we move into the AI era, that’s only going to get faster for us,” Czarnecki told Inman. “There are specialty organizations and specialty products that have clearly found a strong presence within our network… And so for us, opening up and doing more of these integrations, especially with AI-driven companies behind them, is a necessity that we thought was the next step in our evolution there.”
“There are simple and quick integrations that we can do with partners to integrate them with Command. If we see a specific integration really taking off in terms of usage, there’s an opportunity, or if we think it’s critical that our agent base has that, we can work more deeply together, spend money and ultimately try to take a step forward with those partners and make more impact,” he added.
“I love the ability to both hear signals and see signals coming from our agent base about what’s really important to them. And then also compare that to our internal team, which is working hard and meeting with all these different partners, and you really get great cross-pollination and different ideas from it, and how we can continue to add and grow.”
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