Digital Performance of Keller Williams Agents in Central Pennsylvania (2020–2023)

Executive Summary

In the post-COVID real estate boom, Keller Williams (KW) agents in Central Pennsylvania rapidly embraced digital tools to drive business growth. This case study examines how real estate teams versus individual agents performed across key metrics—lead volume, sales volume, digital engagement, and time to sell—over the past three years. We analyze the adoption of platforms such as KW Command, Homesnap, agent websites, social media, and Google Business Profiles.

  • Teams vs. Individuals – Production: Teams generated higher overall lead and sales volumes by leveraging combined resources, while top-performing individuals remained highly productive through personal branding and targeted digital marketing.
  • Lead Generation & Digital Engagement: Social media emerged as the top lead generation channel, with KW agents generating over 2.3 million leads via Facebook/Instagram ads in 2020 alone at a very low cost per lead.
  • Technology Adoption: The rapid uptake of KW Command and related tools enabled agents to work efficiently—automating follow-ups, managing large contact databases, and boosting digital presence via agent websites and Google Business Profiles.
  • Time to Sell: In an extremely competitive market, average days on market dropped from approximately 52 days in early 2020 to about 19 days by early 2022, though rising interest rates later moderated this speed.

Overall, KW teams leveraged digital tools and collaborative strength to scale lead flow and sales, while individual agents excelled through agile, technology-driven approaches. The following sections detail the data, tools, and insights that contributed to these results.

Introduction

The Central Pennsylvania real estate market—encompassing Harrisburg, Hershey, Lancaster, Mechanicsburg, Carlisle, and nearby areas—underwent dramatic changes in the three years following the initial COVID-19 outbreak. As traditional in-person sales methods were challenged by social distancing, Keller Williams encouraged its agents to swiftly adopt digital tools and online strategies. This white paper analyzes the digital performance and sales outcomes of KW agents in Central PA from 2020 through 2023, comparing outcomes for real estate teams versus individual agents.

We focus on four key metrics: lead volume (the number of new client leads generated), sales volume (closed transaction count and value), engagement rates (interaction levels across digital platforms), and time to sell (listing turnover measured in days on market).

In parallel, we evaluate the adoption and effectiveness of several digital tools:

  • KW Command CRM
  • Homesnap
  • Agent Websites
  • Social Media Platforms (Facebook, Instagram, etc.)
  • Google Business Profiles

Post-COVID Market Overview in Central PA

The housing market in Central PA saw an unprecedented boom post-COVID. With historically low mortgage rates, high demand surged and inventory became scarce, driving home sales volumes and prices to record highs. For example, the median days on market in the Harrisburg area dropped from ~52 days in March 2020 to just 19 days by March 2022. Keller Williams’ nationally reported results were mirrored by local market trends.

Digital Tool Adoption and Engagement

KW Command CRM

KW Command rapidly became the central hub for digital engagement. By the end of 2020, nearly 90% of KW agents were active users. Features such as SmartPlans, automated follow-ups, and integrated marketing campaigns not only helped agents manage extensive contact databases but also boosted client engagement and lead conversion.

Homesnap and Agent Websites

Homesnap, widely used for mobile MLS searches and remote property tours, along with agent websites, enhanced agents’ online presence. Approximately 68–72% of Realtors maintained a personal site, aiding in lead capture and brand building.

Social Media Engagement

Social media emerged as the leading channel for generating high-quality leads. With nearly 89% of agents actively using Facebook for business and 59% on Instagram, digital engagement soared. Both teams and solo agents capitalized on these platforms to drive interactions and referrals.

Google Business Profiles

Optimized Google Business Profiles proved to be a significant, yet often underutilized, asset. With strong local SEO performance—where about 15% of profiles received over 100 calls per month—this free tool bolstered agents’ online credibility and lead generation.

Sales Volume and Transaction Outcomes

The surge in market activity led to dramatic increases in both sales volume and transaction counts. While real estate teams closed a higher total number of deals, individual agents often exhibited exceptional per-agent productivity. Data from 2022 indicates that top-performing solo agents averaged around 37 closed transactions, whereas teams benefitted from role specialization to manage and close more deals collectively.

Digital Engagement and Conversion Efficiency

The high engagement levels, driven by full adoption of digital tools, translated directly into improved lead conversion rates. Agents who consistently logged into KW Command, updated their digital profiles, and maintained active social media presence were better positioned to convert inquiries into sales. Automated features such as SmartPlans ensured systematic follow-up, minimizing lead drop-off.

Time to Sell: Accelerated Market Dynamics

The average time to sell properties (days on market) dropped significantly post-COVID—from around 52 days pre-pandemic to as few as 19 days in early 2022. Although rising interest rates in late 2022 nudged this figure upward (to roughly 30–35 days), the overall speed at which homes sold underscored the efficiency of digitally engaged agents.

Key Insights and Analysis

  • Scale vs. Efficiency: Teams boasted higher total lead volumes and sales, but top individual agents achieved comparable efficiency on a per-person basis.
  • Technology is the Great Equalizer: Early and full adoption of KW Command and associated digital tools was crucial; agents who embraced technology saw significant improvements in lead management and conversion.
  • Robust Digital Presence: A strong online presence via social media and Google Business Profiles directly correlated with higher inbound lead quality and client trust.
  • Operational Agility: Streamlined digital workflows shortened the time to sell, with automated systems allowing agents to respond faster and close deals quicker.
  • Collaboration and Continuous Learning: Internal mentorship, ongoing training, and a culture of sharing best practices were instrumental in driving digital success across teams and among solo agents.

Actionable Conclusions and Recommendations

  1. Leverage Team Collaboration: Form or join teams to capitalize on pooled resources, but ensure each member is adept with digital tools for maximum efficiency.
  2. Adopt Digital Tools Fully: Make KW Command, Homesnap, and other platforms a daily part of your workflow to enhance lead management and follow-up.
  3. Enhance Your Online Presence: Invest time in optimizing social media profiles and Google Business Listings to capture quality leads.
  4. Streamline Operational Workflows: Use automation, such as SmartPlans and e-signature integrations, to reduce the time to close transactions.
  5. Invest in Continuous Training: Regularly participate in training sessions and share insights to stay ahead in an evolving digital landscape.

These strategies have driven notable improvements in lead generation, conversion efficiency, and overall sales performance among KW agents. Whether operating as part of a team or as an independent agent, embracing a technology-first mindset is essential in today’s competitive real estate market.

Conclusion

Over the past three years, the digital transformation within Keller Williams has been nothing short of remarkable. Agents in Central Pennsylvania who leveraged digital tools—from KW Command to social media—achieved impressive gains in lead generation, sales, and operational efficiency. Both team-based approaches and the agility of solo agents contributed to these outcomes, underlining the importance of adapting to technology and continuously learning. As the market continues to evolve, these insights and strategies will serve as a roadmap for sustained success in the digital real estate landscape.