• Mohammed Al-Banani: The Command system provides agents with an integrated digital platform to enhance local and global reach and sales.

• Ahmed Ghoneim: Digital transformation at Keller Williams is reshaping the market and boosting Egyptian real estate exports globally

Cairo: RED announced that it has obtained the exclusive master license to represent Keller Williams in Egypt, in a move that is considered one of the most important transformations in the Egyptian real estate marketing market, and aims to reorganize the sector and raise its efficiency in accordance with international standards.

Keller Williams is the world’s largest real estate marketing company. It was founded in Texas in 1983 and currently operates in more than 68 countries, through a network of more than 200,000 real estate agents and more than 1,100 franchise offices worldwide. It has topped global rankings in real estate marketing for several consecutive years.

A qualitative shift in the Egyptian market

This partnership comes at a time when the Egyptian real estate market is undergoing a “correction” phase after the significant price increases during 2024 and 2025, which affected purchasing power and led to the exit of a number of speculators, while confirming the transformation of real estate into a long-term investment extending from 4 to 5 years.

The stability of the exchange rate during 2025 also contributed to calming the wave of buying driven by fear of exchange rate fluctuations, while a number of developers and marketing companies that entered the market without strong foundations faced major challenges, leading to the continuation of market “cleaning” operations expected to extend until 2026.

In this context, Khaled Bahig, Chairman and CEO of Keller Williams Egypt, said that the partnership with Keller Williams represents a real turning point in the Egyptian real estate marketing market, explaining: “The real estate market in Egypt is strong and promising, but it needed reorganization at the level of the marketing system, which is what we seek to achieve through this partnership, which aims to bring about a qualitative shift based on transferring global expertise and applying the highest standards of training and professionalism.”

He added: “What has been achieved in Egypt represents an unprecedented step globally, as approximately 30 Keller Williams franchises are being launched simultaneously from day one. This reflects the level of trust that these 30 companies place in both RED and the Keller Williams entity, as well as their belief in the real value that this collaboration will add to the Egyptian market, and the promising growth opportunities it holds in the coming period.”

He pointed out that the choice of Egypt came after careful studies conducted by Keller Williams, which saw in the Egyptian market a strong investment opportunity supported by high demand, in addition to choosing Dar Al Khibra as a local partner because of its experience, strong reputation and culture based on the concept of professional real estate brokerage.

Bahij revealed the regional expansion, confirming that an exclusive contract had been obtained to market a project within the holy sites in the Kingdom of Saudi Arabia to clients in Egypt, reflecting the strength of the brand and its regional reach.

Khaled Bahij added: "We aim to expand in a deliberate and rapid manner within the Egyptian market, where we are working to increase the number of companies joining our network to reach 50 companies by the end of this year, with reaching more than 1,000 real estate agents. In the medium term, we plan to double this growth to reach 100 companies that include nearly 3,000 real estate agents by the end of 2027."

We are also working on exporting this model outside of Egypt through participation in international exhibitions, and we are preparing to launch our first international participations by the end of this year in Saudi Arabia, Dubai, and Bahrain. On the local level, we have already succeeded in establishing a presence in a number of governorates such as Cairo, Assiut, and Alexandria, and we seek to cover all governorates of the Republic in the coming period.

Technology drives transformation: “Command” reshapes real estate marketing

For her part, Professor Abeer Salah, a member of the board of directors of Keller Williams Egypt, confirmed that technology represents the backbone of Keller Williams’ business model, especially through the Command system, explaining: “Any company or broker joining Keller Williams opens the door to an integrated system of digital tools, foremost among them the Command system, which is a comprehensive platform for managing real estate activity with high professionalism.”

She added: “Through the system, the agent can list all units, whether new projects or resales, to automatically appear on Keller Williams’ global platforms such as KW.com and KW Egypt, which are platforms that rely on the latest search engine optimization technologies, ensuring efficient access to targeted customers.”

She pointed out that the system also allows each agent to create their own website under the umbrella of the global brand, with the possibility of using keywords appropriate to the Egyptian market, which enhances the chances of the units appearing in the first search results.

She continued: "One of Command's most important advantages is its global referral network, where units are shown to more than 200,000 real estate agents worldwide, enabling unprecedented customer exchange and cross-border sales."

She also pointed out that the system provides advanced tools for designing advertising campaigns, through a partnership with the Canva platform and the integration of artificial intelligence technologies, in addition to direct linking with platforms such as Facebook and Instagram to manage marketing campaigns efficiently.

A single platform connects the local market to a global network of intermediaries.

In the same context, Ahmed Ghoneim, Regional Operating Partner and Board Member, affirmed that the digital transformation offered by Keller Williams represents a real leap in market performance, saying: “What Keller Williams offers in terms of technological tools, most notably the Command system, is not limited to improving work efficiency, but rather redefines the way the entire sales process is managed, from customer generation to deal completion.”

He added: "The real value lies in the integration of these tools within a single system, which allows agents to work more professionally, with access to a huge global network, which enhances the opportunities for exporting Egyptian real estate and attracting international clients."

He pointed out that integrating artificial intelligence and digital marketing tools raises the quality of advertising campaigns and increases their effectiveness, stressing that the Egyptian market is heading towards a more organized and professional stage in the coming period.

RED Expo evolved into Keller Williams Expo

Mohamed El-Bannani, a board member of Keller Williams Egypt, revealed the relaunch of the RED Expo under the name Keller Williams Red Expo, to reflect the company’s international transformation, with plans to increase the number of participating development companies from about 40 to between 60 and 70 companies during the upcoming editions.

This partnership enhances the opportunities for exporting Egyptian real estate by linking the local market to the global Keller Williams network, enabling the marketing of units to international clients in markets such as the UAE, Saudi Arabia, Europe and America, and giving Egyptian real estate products a higher level of credibility and trust.

-I finish-

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