Keller Williams Realty has refashioned its lead-to-close tech platform “eEdge” with new website templates, marketing campaigns for buyers and sellers, and an email marketing tool.

The platform’s updated components come from Trulia’s subsidiary Market Leader, which has been a key partner of the eEdge system since Keller Williams rolled it out to its agents in 2011. Trulia acquired Market Leader in August 2013 and partnered with Keller Williams on the current update to its platform.

Before today, Keller Williams agents had to pay a premium to access the email marketing tool, which helps agents to digitally market their listings. Now, that feature is standard with the $15 monthly fee Keller Williams requires all of its more than 100,000 North American agents to pay to access eEdge. The eEdge platform includes tools for lead management, contact management, marketing and transaction management.

“The eEdge platform is core to how we provide our associates with the right tools to drive productivity, efficiency and client satisfaction,” said Cary Sylvester, vice president of technology at Keller Williams, in a statement. “We expect that by using the updated tools our associates will be able to secure more clients and close more transactions.”

Keller Williams agents will also be able to create customized print or digital marketing campaigns with the updated tool.

In September, Keller Williams doubled down with another longtime eEdge partner, digital transaction management provider dotloop. The firm upgraded to dotloop’s new broker-focused DASHBOARD+ product.

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