Culture

To be the place where entrepreneurs thrive.

The approved words and phrases. Copy any line straight into a post, a bio, or a listing presentation.

Mission

To build careers worth having, businesses worth owning, lives worth living, experiences worth giving, and legacies worth leaving.

Quote in full or not at all. The five clauses are the statement; trimming it to two is the most common misquote.

Vision

To be the real estate company of choice for agents and their customers.

Recruiting and agent-facing use. Rarely right for consumer listing marketing.

Values

God, Family, then Business.

Stated in that order. Use it as written or leave it out; reordering or softening it changes the statement.

Perspective

A training, coaching, consulting, and technology company creating the culture and community where entrepreneurs thrive.

The answer to "what kind of company is KW". Useful for recruiting copy that needs more than the one-line Purpose.

The belief system

WI4C2TES

The acronym is WI4C2TES. It was WI4C2TS for years and became WI4C2TES when Equity was added, so older market centre material and half the internet still show the short form. Use WI4C2TES.

Win-Win

or no deal

Integrity

do the right thing

Customers

always come first

Commitment

in all things

Communication

seek first to understand

Creativity

ideas before results

Teamwork

together everyone achieves more

Trust

starts with honesty

Equity

opportunities for all

Success

results through people

Approved lines

Building Careers Worth Having, Businesses Worth Owning

The corporate line. Set in title case as written.

We Are Keller Williams

Together, we can do more

Your Voice Matters

Associate Leadership Council context.

How will you Thrive?

Training and event context. Thrive is a named program, so it stays capitalised.

Let's Go

Short call to action. Fine on a culture graphic, weak on a listing piece.

Programs

KW Cares®

Grants and emergency aid for KW associates and their families.

Always carries the ®. Never "KW Cares Foundation" on first reference.

RED Day

Renew, Energize, Donate. KW's annual day of service, the second Thursday of May.

RED is an acronym, so all three letters are capitals. Expand it on first mention for a consumer audience.

KW Next Gen®

Development, coaching and scholarships for young adults.

Always carries the ®.

Profit Share

Associates share in the monthly profits of the offices they help grow.

Recruiting language. Do not describe it as a bonus, a commission, or a guarantee.

Growth Share

The share model for agents in markets outside the Profit Share structure.

Distinct from Profit Share. Do not use the two interchangeably.

Associate Leadership Council (ALC)

The agent voice in the direction of the market centre.

Spell it out on first mention, then ALC.

International Associate Leadership Council (IALC)

Global agent representation.

Spell it out on first mention, then IALC.

BOLD

Business Objective: a Life by Design. KW's flagship mindset and lead-generation course.

All capitals, always.

Family Reunion

KW's annual convention.

Mega Camp

KW's annual mid-year training event.

Two words.

Thrive

KW's training, coaching and culture ecosystem.

Capitalised when it names the program, lowercase when it is just the verb.

Command

The KW agent technology platform.

Capitalised. "Command" alone, not "KW Command" in agent-facing copy.

KW Lends

KW's lending arm.

Keller Home Loans

KW's mortgage business.

How we say it

agent-centric

The organising principle: decisions are made in the agent's interest first.

Hyphenated, lowercase unless it opens a sentence.

associate

What a KW agent is called inside the company.

Use "associate" or "agent". Never "employee" — KW agents are independent contractors, and the word carries a legal meaning that is simply wrong here.

market center

A KW office.

US spelling "center" in the KW term itself, even in copy that is otherwise British. Never "branch". "Office" is fine in plain consumer copy.

Keller Williams Realty, Inc.

The full legal entity name.

For legal lines and disclosures. Not for body copy.

Culture graphics

ZIP

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PDF

IDENTITY & STYLE GUIDE

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