"Keller Williams presents a high-risk privacy profile (73/100) comparable to major ad-supported platforms, driven by collection of sensitive financial and government-issued identifiers, broad sharing with uncontrolled third parties and advertising networks, and extensive behavioral tracking without strong user controls. The policy's vague retention practices, reliance on consent-as-condition-of-service, and lack of accountability for separate entities (agents, market centers) operating under different policies substantially increase privacy exposure. Cross-border data transfers and automated marketing communications that override do-not-call protections further amplify risk."
kw Privacy Concerns & Scorecard
Data shared with multiple uncontrolled third parties including KW agents and market centers operating under separate privacy policies, advertising networks, and marketing vendors for independent purposes
Extensive collection of sensitive personal data including financial information (payment card numbers, bank account numbers, mortgage loan balances), government identifiers (Social Security numbers for agents), protected characteristics (gender identity, ethnicity, veteran status), and precise location data from device tracking
Extensive cross-site tracking and behavioral profiling through cookies, pixel tags, and similar technologies for targeted advertising purposes
User-posted information on public message boards and blogs becomes permanently public with no deletion or removal guarantees
Vague data retention policy with indefinite retention justified by broad 'legitimate business interests' without specific deletion timelines
No recommended actions at this time.
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Data Collection & Tracking
Personal Information Collected
Account creation, authentication, communication, identity verification, and fraud prevention
Payment processing, real estate transaction support, targeted marketing based on financial profile
Equal opportunity monitoring, workforce diversity reporting, and agent profiling
Real estate service localization, location-based marketing, map display in apps, targeted advertising
Service delivery, security, troubleshooting, device fingerprinting for tracking
Service improvement, user experience personalization, targeted advertising, marketing analytics
Real estate networking, lead generation, agent directory building
Single sign-on, account linking, data enhancement from third-party sources
Community engagement, public discussion, content aggregation
Real estate service delivery, market analytics, personalized recommendations
Cross-Platform Tracking
Keller Williams tracks users across its websites and mobile apps (Command app and others) through cookies, pixel tags, and device identifiers. Data is combined with third-party sources and used for cross-site behavioral tracking and targeted advertising. The company does not honor browser do-not-track signals and shares location data with marketing vendors for ad targeting purposes.
Tracking Methods:
Cookies
First-party and third-party cookies used to track user sessions, store preferences, measure analytics, and serve targeted advertisements across Keller Williams websites and apps
Pixel Tags & Web Beacons
Invisible tracking pixels embedded in emails and webpages to measure engagement, track conversions, attribute user actions to campaigns, and feed data to advertising networks
Device Fingerprinting
Combination of device identifiers (MAC address, OS version, browser type, screen resolution, etc.) to create unique device signatures for cross-platform and cross-device tracking without explicit consent
Google Analytics & Similar Analytics Services
Third-party analytics services track user behavior across multiple pages and sessions to measure traffic, user flows, and campaign effectiveness
Advertising Network Tags
Third-party advertising networks place tracking pixels and tags to monitor user behavior across the web, build interest profiles, and serve retargeted advertisements
AI & Data Training
kw does not train AI on your content
Based on their public policy, your content is not used to train AI models.
How to Object
No opt-out available
This service does not currently provide a public way to opt out of AI training.
Why We Analyzed kw
TrueTerms automatically audits privacy policies and data practices using advanced machine learning to keep you informed and protected. This scorecard is based on the latest available public terms of service and privacy policies as of 2026.