After years of steadily adding integrations to its Command platform, Keller Williams is opening the doors to third-party developers through a specialized hub. The hub will fast-track integration launches to Command’s app store, KW Marketplace.
Seven years after launching Command, Keller Williams has fully opened the artificial intelligence-powered customer relationship management (CRM) platform to third-party developers.
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Chris Czarnecki
“At KW, we are laser-focused on providing our affiliated agents and market centers every advantage to maximize their opportunity set,” KW President and CEO Chris Czarnecki said in a prepared statement on Monday. “By prioritizing AI-driven integrations and strategic data and software relationships, we’re empowering agents to unify their trusted tools into a single, intelligent ecosystem, so they can move faster, work smarter, and compete at the highest level.”
The Texas-based franchisor has been gradually opening Command to third-party developers, with the CRM currently including 75 integrations. KW Chief Technology Officer Chris Cox said the firm 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 past three or four years, I would argue, has progressively opened up Command to support more third-party integrations,” he told Inman. “But what we really wanted to lean into over the course of 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 arrived at was that we really needed to streamline, automate, and make more efficient the process of integrating with us, with Command specifically.”
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 finally launching their integration on KW Marketplace, Command’s app store.
The CTO said his team will track adoption rates and other key metrics to ensure an integration is performing well; however, what constitutes a “successful” rate will depend on whether the integration is intended for a broad or niche audience.
“It’s hard to generalize, but depending upon the range of the service, but if you had utilization somewhere in the, 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 higher adoption of that than maybe some sort of niche or more narrowly defined integrations.”
Cox said he expects the launch of Command Launchpad to attract “top technology companies who want to scale quickly and deliver real value to agents” and yield a “breakout year for further Command integrations.”
The duo said embracing an open ecosystem is key to the franchisor’s tech strategy, especially as agent demand for AI-forward tools and platforms grows.
“We clearly see our agent base using a whole host of different technologies. And as we move into the AI age, that, to us, only accelerates,” Czarnecki told Inman. “There are specialist organizations and specialty products that have clearly found strong presences within our network… And so for us, opening the aperture and doing more of these integrations, especially with AI-driven companies behind them, is an imperative that we felt like was the next step in our evolution there.”
“There are the simple and fast integrations that we can do with partners to get them integrated with Command. If we see a specific integration really taking off in terms of usage, there’s an opportunity, or we think it’s critical that our agent base has it, we can partner more deeply, spend money, and ultimately look to take a step forward with those partners and bring more to bear,” he added.
“I love the ability to both hear signals and see signals coming from our agent base as to what is really important to them. And then also compare that against our internal team, who’s working hard and meeting with all these different partners, and you get some really great cross-pollination and different ideas out of it, as well as how we can continue to add and grow.”
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