![]() Each of these stages has related activities or SmartPlans. Keller Williams has crowdsourced the best practices for sales stages though their mastermind groups and tested them in KW Labs – Cultivate, Appointment, Active, Under Contract, and Closed. Keller Williams wants companies to integrate nicely and offer great pricing to KW agents. These add-on products that compliment Command have integrated billing with vendor renumeration and are often backed by the Keller Cloud Innovator Program. For companies that develop solutions that work with Command, there is an opportunity to have a presence in the KW MarketPlace, an app store. The cornerstone of any great CRM today is the capability to connect to other end point applications that agents use though APIs or Application Programming Interfaces. In many cases, users offer these plans for free download and use, but agents, coaches, trainers, teams, or anyone else in the KW universe has the capability to sell SmartPlans that they create in its’ app store (more on that below). My favorite feature of SmartPlans is the ability for Keller Williams agents and teams to share their SmartPlans with other agents and teams. AI assistants are hard to develop (just ask anyone who tries to talk to Siri or Alexa), but Kelle works hard to support agents in Command. A number of SmartPlans have activities that can be prompted or performed by Kelle. It is worth noting, Command is integrated into the Keller Williams AI assistant, Kelle (pronounced “kell-ee”). SmartViews and SmartPlans are straight forward and simple to use. SmartPlans are design to automate and trigger activities for agents. SmartPlans are actions designated to those views, like send a birthday card, make a call, send a market report. For example, you can look at customers with birthdays, customers not called in the last 90 days, customers in particular neighborhoods, etc. SmartViews are the ability to look at your customers through a number of predesignated views, or views constructed by the agent. ![]() The heart of any CRM is planning your work, working your plan, and reporting. The core philosophy behind CRM is the ownership that agents and teams have in their data. ![]() Additional integration is supported though PieSync, supporting applications like Salesforce, or industry specific applications like Boomtown or Real Geeks. Agents may enter or edit contact records or calendar appointments anywhere, and they will publish to Command, an agents’ phone, tablet, laptop, etc. Good news here is that Command will sync with popular solutions like G-Suite and Microsoft Office Suite. One of the biggest challenges to real estate agents is keeping their contacts synchronized between the software and many devices that they use. Contact and Calendar Sync of Agent Owned Data Here are a few notes that we took from the demonstration of Command. What we see with the release of Command is a departure from using vendor solutions and the embrace of building technology internally. An example is Market Leader, but there are many others. Keller Williams has offered CRM through vendor partnerships for many years. The point being, CRM appears to be table stakes for franchises today. Berkshire Hathaway Home Services supports a variety of CRMs, but Salesforce seems to be the platform that they are focused on. Upstart brokerage Compass purchased Contactually, a leading CRM vendor (Compass is not a franchise, but their focus on CRM relates to the topic). Seattle, WA based Windermere franchise group built their own CRM that is now offered to the franchise group as well as other brokerages under the MoxiWorks brand, co-owned by Howard Hanna and BHHS Long and Foster. The Zip Realty acquisition was followed by RE/MAX purchasing BOOJ, an outstanding broker and agent website platform with integrated lead management, digital marketing, and CRM. I would argue that the CRM wars among franchises started with Realogy’s acquisition of Zip Realty, but there were plenty of smaller franchise organizations that included CRM before that (Realty Executives, Intero, etc.). Opining on the events that led franchises to place CRM as a top priority proves difficult, but that movement has certainly occurred. Command, the Keller Williams’ smart CRM-plus solution, recently launched to limited availability (100K Agent Lab) in mid-February 2019, and WAV Group looked under the hood. The focus of KW Labs is to research, experiment with, and develop world class technology solutions for KW agents. ![]() Keller Williams places tremendous emphasis in developing technology solutions for the agents and brokers who operate independently under their brand.
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