Keller Williams Culture
WI4C2TS is KW's belief system acronym. The 'I' stands for this single word that describes how KW treats associates — not as employees, but as business partners.
What is Integrity (or sometimes interpreted as 'Individuals')?
Founded in 1908, this trade association is the largest in the United States and grants its members the right to use this federally registered trademark term.
What is REALTOR® (or the National Association of REALTORS®)?
Adopted in 1913, the NAR Code of Ethics replaced this Latin caveat that had long governed real estate transactions.
What is Caveat Emptor (let the buyer beware)?
This three-letter form, required from sellers of one-to-four residential units in California, discloses material facts about the property's condition.
What is the TDS (Transfer Disclosure Statement)?
Gary Keller's flagship book 'The Millionaire Real Estate Agent' is universally known by this three-letter acronym inside KW.
What is MREA?
The two C's in WI4C2TS stand for 'Customers always come first' and this second C — the foundational principle that associates must honor their word.
What is Commitment (Commitment in all things)?
These local-level NAR organizations administer ethics enforcement, MLS access, and arbitration for members in a given geographic area.
What are local boards (or local Associations of REALTORS®)?
This Article of the Code establishes the REALTOR®'s pledge to protect and promote the interests of their client while still treating all parties honestly.
What is the very first article, Article 1?
Under California law, sellers must disclose a death on the property if it occurred within this many years prior to the offer.
What is three (3) years?
MREA teaches that an agent's business runs on Three L's: Leads, Listings, and this third — what an agent ultimately gets paid to manage.
What are Leverage?
This KW belief system, summarized by the acronym WI4C2TS, starts with this single word that defines how associates should treat one another and clients.
What is 'Win-Win' (or 'Win-Win — or no deal')?
NAR's three-letter political action committee is the largest contributor to federal candidates of any trade group PAC in the country.
What is RPAC (REALTORS® Political Action Committee)?
Article 12 requires that all advertising and representations to the public be this — the single most important standard governing marketing, social media, and listing copy.
What is truthful (honest / not misleading)?
This statewide California disclosure, required since 1998, alerts buyers to environmental, geologic, and seismic hazards using a standardized report.
What is the NHD (Natural Hazard Disclosure)?
This KW signature 'productivity coaching' program, designed for newer agents, runs roughly 12 weeks and pairs associates with a productivity coach to install the MREA models.
What is Ignite (or KW Ignite)?
This annual KW mega-event held in various places in the US draws tens of thousands of associates for training, networking, and Vision Speech, and is known by this single word.
What is Family Reunion?
Every REALTOR® must complete this NAR-required course every three years to maintain membership, with the current cycle running 2025-2027.
What is the Code of Ethics training (or Ethics training)?
Article 16 prohibits a REALTOR® from engaging in any practice inconsistent with this type of agreement that another REALTOR® has with their client.
What is an exclusive representation agreement?
California's agency disclosure law requires this form to be presented and signed by buyer and seller to clarify the agency relationship — its acronym is three letters.
What is the AD form (Agency Disclosure / Disclosure Regarding Real Estate Agency Relationships)?
MREA's Economic Model identifies this single metric — the cost of doing business expressed as a percentage of GCI — as the most important number an agent must control.
What are expenses (or expense-to-GCI ratio)?
KW's proprietary technology platform, launched in 2019 to power the agent's business with AI, CRM, and consumer search, was originally called this — a name that suggests intelligence built for the agent.
What is Command (or KW Command)?
Approved in 2020 and effective 2021, this Code amendment expanded harassment and discrimination prohibitions to cover a REALTOR®'s conduct in both their professional AND personal life.
What is Standard of Practice 10-5 (or the hate speech amendment to Article 10)?
When commission disputes between REALTORS® can't be resolved, Article 17 requires they submit to this binding process administered by the local board rather than litigation.
What is arbitration?
This 2018 federal court case originally decided in 2023 — the antitrust lawsuit against NAR and major brokerages over buyer commissions — resulted in this $418 million settlement and rule changes effective August 2024.
What is the Sitzer-Burnett (or NAR Commission) settlement?
Gary Keller's follow-up book applies the MREA principles to a single discipline-driven question; its title contains this number.
What is One (The ONE Thing)?