Command Your Business with KW Command

KW Command is a real estate website and marketing platform designed exclusively for Keller Williams’ real estate agents. The KW Command proprietary, feature-rich software, which was released in 2019, helps real estate agents, Realtors®, and brokers manage leads, nurture them, and ultimately lead them to conversion. 

A majority of Keller Williams’ nearly 180,000 real estate agents use KW Command to manage business goals, contacts, calendars, inboxes, and pipelines with marketing tools bursting at the seams for agents to utilize. The system was designed by data scientists, technologists, market centers, regional leaders, and agents to be simple, smart, and user-friendly.

Within KW Command, you can keep track of contracts, revenue projections, appointments, listings, and more.

Ballen Brands is at Your Command for Keller Williams Command!

The Best and Worst of KW Command

The greatest advantage to KW Command is that it’s a website platform, CRM and marketing system chock full of incredible benefits — and it’s free to KW agents. Access tools for graphic design where you can create digital and print marketing campaigns and manage leads, contacts, and referrals. You can automate your workflow and manage transactions. It includes MLS integration, landing pages, integration with Google Analytics and Facebook, keeps track of appointments using Google Calendar, and more.

Within KW Command, you can set up and automate social media campaigns, as well as email drip campaigns that are tried, tested, and ready to use.

The downside is that it comes out-of-the-box naked — in bare-bones fashion. 

Photo credit: answers kw com

Like a complicated childhood toy or a piece of furniture with foreign instructions, assembly is required. You’ll invest hours upon hours getting your KW Command website off the ground with all of its bells and whistles so it can perform like a lead-generating machine — unless you outsource the setup to a company specializing in KW Command websites.

Another pitfall for KW Command is that it’s not designed for content. It has no blog, so there’s no foundation from which your website can reach the top of the search engine results page or SERP. 

In other words, KW Command is not an SEO platform. Furthermore, there’s only one template, so all agents using the KW website have the same look and feel; it’s not very customizable. And, the KW Command website navigation is limited and somewhat challenging to find. 

The Way KW Command Communicates

Your KW Command website is equipped to communicate via:

  • Automated email campaigns
  • Text Messaging
  • KW Command App 
  • Print advertising

What is a KW Command SmartPlan?

A KW Command SmartPlan is an automated digital marketing system in your KW Command CRM to nurture leads for your business using the platform’s communication methods. You name your plan, and then:

  • Select contacts
  • Set the duration
  • Determine the number of touches
  • Decide on the mode of communication
  • Add triggers

KW Command has provided nine SmartPlans that are pre-built to get you started. These nine plans include:

Neighborhood Nurture

This campaign runs indefinitely and is set for monthly or bi-monthly touchpoints. Here, you can share relevant data about neighborhoods in real-time.

Quarterly Call

This plan also runs indefinitely and reminds you every 90 days to connect with your database.

Midterm Nurture

The SmartPlan for MidtermNurture has a duration of 3-6 months and is designed for contacts that have been in your database that you feel are within 30-60 days away from making their move in real estate. You create content that the system delivers in 2-week intervals over 3-6 months. You can tailor that content to specific audiences in your databases, such as one for buyers and another for sellers.

Long-Term Nurture 

This plan runs for six months to a year and includes eight steps allowing you to schedule regular check-ins with your contacts for the long term of six months. It starts with the monthly Neighborhood Nurture campaign and then connects you with your contacts every ten days via telephone, automated emails, and text messages.

8×8 New Contact Engagement

Reaching out to your newest contacts is a crucial element in nurturing new leads. This campaign is a series of touches, which can be a personal visit, phone call, text message, personal email, informative newsletter, or market report. The new contact SmartPlan reaches out to your most recently added contacts frequently to keep you fresh on their mind. You’ll also be establishing trust by consistently providing your leads with items of value.

KW Command Smart Plans Installed

Don’t let a single contact in your database go untouched! Get your Smart Plan Suite configured and installed!

  • 8 tried and true Smart Plans from Lori Ballen’s BREW included!!!
  • Custom smart plans for “cold” web leads
  • Year-long nurture plans for buyers and sellers
  • Ongoing Sphere of Influence plan for any contact
  • Get more reviews from your existing clients
  • Free integration of Twilio for automated text messages
    (Twilio subscription required)

The Birthday SmartPlan

People used to have to record important birthdays by hand on a traditional paper calendar and then remember to send out birthday greetings in time. With the Birthday SmartPlan, you can have your system automatically send a personalized birthday greeting to your contacts.

The Open House Follow Up SmartPlan 

This plan runs for 20 days and is tailored to leads you’ve acquired through an open house. The system will trigger appropriate tasks, such as sending a text message, an email, or scheduling yourself for a follow-up phone call.

The Home Anniversary

Even though an anniversary greeting is sent to someone who already bought their home, it sets you up to nurture that client for referrals and potential future business.

Promote My App

Another neat feature of KW Command’s SmartPlans is the Promote My App plan, which runs for a duration of one week. This feature allows your current and future clients to engage with your KW Command app in a series of three touches.

Build and Share SmartPlans in the KW Command SmartPlan Library

The built-in SmartPlans are fabulous when you’re just getting your feet wet, but once you get the hang of things, you might prefer to see what other agents are creating in their customized SmartPlans and borrow from them with their permission. Ultimately, you may create your own SmartPlan and share it with your network of peers.

Set-Up and Run Automated Social Media Campaigns

There’s no question about the value of Facebook Ads, Instagram, and other social media marketing. KW Command makes it super-simple to automate the process of running your social media advertising campaigns right from within its software to keep all of your information organized and in one place.

With KW Command social media campaigns, you can:

  • Attract buyers
  • Attract sellers
  • Attract talent
  • Advertise a listing
  • Promote an event
  • Raise brand awareness.

With the easy-to-use dashboard, you can connect your KW Command account to your Facebook, Instagram, and Twitter accounts to make posts and create ad campaigns, which are charged to the card you have on file in your KW Command account. In addition to Command’s direct mail and email advertising, you can engage in digital marketing on social media. Choose to create:

  • Social ads
  • Search ads
  • Social posts

Create Beautiful Landing Pages to Promote Your Properties

Your landing pages help you promote a single property by including photos, detailed information, a video, information about you, contact information, and a call-to-action. You can do this easily within the KW Command platform’s landing page editor. You can also create a market snap or a lead form.

Print Marketing Tools

While digital technology has proven to be effective and affordable, reaching a wide audience, there’s still something to be said for print marketing materials. Ideally, you’d combine the two for a thorough marketing plan.

In the system, you can create:

  • Postcards in three different sizes, including standard, large, and jumbo
  • Door hangers
  • Bi-folds in two sizes
  • Trifolds
  • Fliers

Once you’ve designed your print materials, you can download, print, and share. As a bonus, you can also use some of those same designs on social media and in your email newsletters.

Lead Management with KW Command

Managing your leads is super simple in KW Command. You can add them with a few clicks – or conveniently with voice command. You can export leads, manage saved searches, and establish lead pipelines, such as those for listings and another for buyers. Keep your leads organized and track them through your sales funnel.

When a new contact is created, KW Command associates it with a neighborhood so that you can share the most relevant information.

Within KW Command’s lead management features, you can access a customer guide that allows you to understand the behavior of leads so you can make changes to filter them or design new marketing campaigns for them.

You’ll also get a database activity score, a reporting feature that shows the percentage of leads that you’ve contacted within the last few months. And watch your database health based on information available for leads.

Reach Out to New Opportunities

KW Command recognizes an opportunity when it sees one. By their definition, an opportunity is when you send a proposal to a lead that compares two properties. This is yet another way to keep the lines of communication open and prompt leads to take action in the buying or selling process.

Don’t Want to Do This Yourself? Let Us Do It For You!

Document Management

Thanks to KW Command’s high-tech and ever-evolving features, managing your documents is easy with DocuSign integration, allowing you to save and archive documents for leads.

Direct Mail Campaigns from KW Command

Not everything is digital, and there’s still something said for the personal touch – that tangible postcard in the mail that allows a person to literally get hands-on with your business. That’s why KW Command empowers its agents with the ability to design and deploy custom postcards sent by traditional mail – individually or in bulk. The catch is that there’s a minimum of 5,000 addresses.

Saved Search Notifications

Another benefit to KW Command is the ability to send a notification to buyers when a new listing is added to your personalized, branded app that meets their criteria. And, to keep from overwhelming the lead, they have the option to choose whether they receive notifications as soon as a new listing hits, daily, weekly, or once a month.

Client Updates

The Client Updates element of KW Command is designed for sellers’ agents to notify a seller when you’ve completed a task that gets them another step toward the closing table.

Within the system, you can create your own customized checklist, and when you mark a task as done, it automatically notifies your customer without you having to take extra steps.


KW Command knows how to play well with others and understands the value of bringing in additional applications to improve workflow. These integrations include the following, to name a few:

  • DocuSign
  • Dotloop
  • Facebook Ads
  • MailChimp
  • PieSync
  • Twilio

KW Command uses SmartPlans for segmentation and effective automation, Piesync for contact synchronization, and DocuSign for safely and securely signing digital documents.

KW Command for Teams

KW Command is ideal for the single agent, but it also works well for agents who are part of a team. Team members can switch between their personal accounts and their team account, where they can access your team-specific database and reach team-specific SmartPlans.

Photo credit: answers kw com


Keller Williams’ real estate agents and Realtors® receive a free website and marketing platform when they join the KW family. There’s no cost, and it comes with a tantalizing suite of marketing tools to use in your KW Command website. However, when you get your KW Command, it can take some time and effort (and probably some frustration!) to set everything up and to get it all connected. You might want to hire someone to do the heavy lifting for you while you focus on your leads and clients.

There are disadvantages, too, such as limited content, a “cookie-cutter” template, and the complex task of setting up your website, plugging in all of its bells and whistles, and setting up your checklists, campaigns, and other features.

Many agents start out with KW Command and then upgrade to a WordPress real estate website with IDX and take advantage of other apps and plugins for workflow. But for a resource that’s free for KW real estate agents of all levels, KW Command is worth comparing to other real estate agent website platforms and marketing tools.

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Article Name
Command Your Business with KW Command
KW Command is a real estate website and marketing platform designed exclusively for Keller Williams' real estate agents. The KW Command proprietary, feature-rich software, which was released in 2019, helps real estate agents, Realtors®, and brokers manage leads, nurture them, and ultimately lead them to conversion.
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