The primary platform is Command, a core agent-facing CRM that helps Keller Williams’ brokers and actual property groups. The second cloud-native software, referred to as Command Market Middle, is a CRM answer for the corporate’s brokerages and market facilities globally, Cox says.
The third software is its consumer-facing digital platform, referred to as kw.com, which may be custom-made and be made accessible by way of franchise proprietor branded websites linking brokers to native clients. Lastly, the IT workforce developed a digital market heart that gives occasion administration in addition to coaching and training content material.
Like rivals, Keller Williams won’t present a hardened ROI on a course of that is just one half expertise and nonetheless largely relationship-based between agent and buyer. However Cox and Djuric do know that 82% of Keller Williams’ agent have been lively on the homegrown CRM software previously 90 days and may deduce the excessive worth of their information from that statistic alone.
“We’ve been on a journey for the final six years or so to construct out our platforms,” says Cox, noting that Keller Williams makes use of MLS, demographic, product, insurance coverage, and geospatial information globally to fill its information lake. “Now we have made an incredible funding on this built-in structure that sits on the cloud and are aggressively innovating on high of that.”
Cox says his information workforce has “rationalized” its information structure, combining a number of information lake situations into smaller information lakes “so we all know what information we’ve and may make it extra accessible,” he says.
Many applied sciences fall below the AI umbrella, and Cox and Djuric say the IT workforce is pushing tougher on refining superior analytic capabilities, together with predictive modeling, in addition to machine studying and AI — inclusive of generative AI, Cox says.
One easy use of generative AI, as an example, requires educating brokers tips on how to checklist their properties in additional descriptive methods than previously. The gen AI mannequin will save brokers time and create higher listings. “Generative AI engines like ChatGPT will create higher and well-crafted descriptions for brand new listings and put extra time on the agent’s calendar,” Cox says.
Will the actual property trade change into wholly consumer-driven like CarMax?
Franchisees stay compliant with actual property regulators in every area however are free to innovate. Nonetheless, Cox says residential actual property transactions will stay a largely human relationship enterprise except customers discover it extra productive to make use of expertise to purchase and promote house.
“Know-how is a big differentiating driving issue, and that is an especially data-rich enterprise and excessive transaction quantity enterprise,” Cox says. “However the sanctity of the connection between and agent and their shopper we take very significantly. There is no such thing as a intent to disintermediate or get in entrance of that fiduciary relationship.”
Actual property expertise on the transfer
IDC maintains that residential actual property falls into the area of the private and client providers vertical trade. This trade sector has spent among the many least on digital transformations over the previous a number of years, with development spending roughly $42.6 billion in 2022, useful resource industries $82.1 billion in 2022, and private and client providers at $82.6 billion in 2022.
Re/Max’s Ligon acknowledges the actual property vertical is hard to trace as a result of it’s fragmented, with every state reporting to its personal Board of Realtors.
Moreover, there are tons of of various MLS listings on totally different platforms and roughly 100 totally different CRMs unbiased franchisees use. The highest three trade clouds — Inside Actual Property, Lone Wolf, and Constellation — are seemingly utilized by between 65% to 70% of brokers, Ligon estimates.
His is a service enterprise and he’s solely serving the actual property franchisees, their brokers and brokers, and a separate mortgage enterprise. However he and others agree that the trade’s use of expertise will solely proceed to develop in quantity and class as AI instruments evolve and information from many sources continues to build up in information lakes.
“On the finish of the day, we’re an actual property firm powered by our personal proprietary expertise, but it surely’s going to shift,” Keller William’s Cox says of the general trade’s use of expertise. “Within the subsequent few years, I feel you’ll discover us speaking about our expertise extra aggressively.”