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Publishing property listings from Propstack on your own website: A comparison of 3 methods
The properties are listed in the CRM, the property descriptions are ready, the listings are live on the portals – only your own WordPress website is lagging behind. There are three technical ways to integrate Propstack with your own website. They differ significantly in terms of cost, complexity and whether Google can find your properties at all.
The short answer: There are three ways to feature Propstack properties on your own website. The iFrame can be set up in minutes, but makes your properties virtually invisible to Google. The OpenImmo Export transfers the files as a ZIP file to your server via FTP and generates genuine, indexable pages – but requires server access and only provides the standard set of data. The API integration retrieves data directly from Propstack, is quickest to set up and provides the most data fields. For estate agents who want to be found via their own website, the API is usually the best choice.
Why have your own website rather than just using portals?
WordPress plugins for integration with the Propstack property CRM, as at August 2026. All prices are exclusive of VAT.
Property portals increase reach, but they bring them in themselves. Anyone making an enquiry via ImmoScout24 or Immowelt will have looked at twenty other properties beforehand and rarely remembers the estate agent’s name. Your own website is the only channel that belongs to you.
Three reasons why property pages on your own domain are worthwhile:
- Local visibility. Search queries such as „buy a detached house in Leipzig Südvorstadt" lead to property portals – but also to estate agents’ websites with well-organised property listings. Each property listing is an additional indexed page on your domain.
- Landlord acquisition. Sellers should check how an estate agent presents properties before instructing them. An empty or out-of-date property listing costs business.
- No duplicate data entry. Without an integration, you’ll have to update each property twice: in the CRM and in WordPress. This takes time and leads to errors as soon as a price changes.
Route 1
The iFrame
Quick to set up, but a dead end from an SEO perspective
An iFrame is a window on your website that displays content from an external page. You simply copy a snippet of code, paste it into a page – and you’re done. The object list appears, whilst it continues to be managed elsewhere.
How it works, technically speaking
The browser loads your page and, within it, a second, standalone document from a third-party domain. To the visitor, it looks like part of your page. To search engines, however, it is not: the content remains associated with the source domain.
Advantages of the iFrame
| Advantage | What this means in practical terms |
|---|---|
| Ready for immediate use | Paste the code and save it. No plug-in, no configuration, no import. Often done in under ten minutes. |
| No running costs | Can usually be used without an additional licence, provided the provider allows embedding. |
| No technical requirements | No FTP access, API key or specific version of WordPress is required. |
| Always up to date | The content comes live from the source; there is no import cycle that might fall behind. |
| No maintenance required | Updates and bug fixes are the responsibility of the provider of the embedded page. |
Arguments against the iFrame
- No custom URLs. All items are located under a single address on your website. You cannot link to an individual item, promote it in a newsletter or get it to rank on Google.
- No title tag, no meta description. The building blocks that Google uses to construct a search result are missing for every object.
- Design inconsistency. Fonts, colours and spacing are taken from the external document and can usually only be adjusted to a limited extent.
- Load time and Core Web Vitals. A second document is loaded, often along with its own scripts. This causes a measurable drop in performance.
- Data protection. When the page loads, the IP address and browser data are sent to the third-party provider, which usually requires consent via the cookie banner. If someone clicks away, they will not see any content.
Conclusion: An iFrame is the right choice if you need a temporary solution whilst the actual website is being developed. If you use it as a permanent solution, you’ll be throwing away all the SEO value of your content.
Route 2
The OpenImmo export
A tried-and-tested industry standard, though somewhat cumbersome from a technical point of view
OpenImmo is an XML format agreed upon by the German property sector over twenty years ago. Almost all estate agent software can export it, and almost all property plugins can import it. The standard acts as a bridge between systems that are not compatible with one another.
How it works, technically speaking
In Propstack, under „Administration", create a new portal of the type ‘FTP: OpenImmo’ and enter the FTP or SFTP login details for your web server, usually with a destination directory such as /openimmo/. Propstack packs the objects, along with their images, into a ZIP archive and uploads it there. A WordPress plugin unpacks the archive, reads the XML file and creates a post in WordPress for each object.
Benefits of OpenImmo
| Advantage | What this means in practical terms |
|---|---|
| Genuine, indexable pages | Each item becomes a separate piece of WordPress content with its own URL, title and meta description. Google indexes it as your content. |
| Manufacturer-independent | If you switch from Propstack to onOffice, FlowFact or JustImmo, the data flow remains the same. Only the export needs to be set up again. |
| Wide range of plugins | As almost every property plugin supports OpenImmo, you are free to choose how you want it to be displayed. |
| Regardless of CRM availability | Once imported, the data is stored in WordPress. A disruption at the CRM provider will not cause your property pages to go down. |
| Complete design freedom | The objects are standard WordPress content and can be freely customised using the theme, page builder and CSS. |
Arguments against OpenImmo
- Server access is required. You will need FTP or SSH credentials and a writable directory. With managed hosting, this is not always straightforward, and the login details are subsequently stored in Propstack.
- Limited data coverage. OpenImmo transfers the data as specified by the standard. Any fields that you maintain additionally in Propstack will be lost in the process.
- No multilingualism. The standard does not provide for parallel language versions of the object data.
- Troubleshooting is a pain. If nothing arrives, it could be down to the path, file permissions, an export that hasn’t been carried out, or the extraction process. There are many links in the chain.
- Time delay. The export runs at intervals. A price change does not appear on the website straight away.
Route 3
The API integration
The most direct route – and usually the best choice
An API is a programming interface: Propstack provides the object data, and your website retrieves it directly. No need to go via files, and no server in between. Propstack offers this interface in versions 1 and 2.
How it works, technically speaking
You generate an API key with read-only permissions in Propstack and enter it into WordPress. The plugin then uses this to retrieve the objects and save them to the WordPress database. From then on, they are standard WordPress content that you can design and optimise just like any other page. The import then runs automatically in the background or at the click of a button.
Benefits of the API integration
| Advantage | What this means in practical terms |
|---|---|
| Set up in minutes | All you need is an API key. No FTP details, no export portal, no server configuration. |
| Significantly more data fields | The Connector for Propstack comprises around 270 fields, including all images – far more than the OpenImmo standard stipulates. |
| Genuine, indexable pages | As with OpenImmo: a unique URL for each property, a unique title tag, a unique meta description, and no iFrame. |
| Fewer sources of error | The chain is short. If something goes wrong, it’s almost always down to the key or its settings – a quick check, a quick fix. |
| Data flow in both directions | What OpenImmo cannot do: Enquiries submitted via the contact form can be sent back to the CRM via the API. |
| Do not hand over your login details | An API key with read-only access is far less of a security risk than stored FTP credentials for your web server. |
Arguments against the API
- Manufacturer-specific. The key only works with Propstack. If you change your brokerage software, you will need a different connection.
- Dependence on the interface. If the provider changes the API, the plugin must be updated accordingly. A well-maintained plugin is therefore more important than it is with OpenImmo.
- Fewer plugins to choose from. There are simply fewer providers that support the Propstack API directly.
Route 3
A direct comparison of all three approaches
The key differences at a glance. The first four lines are usually the most important.
| Criterion | iFrame | OpenImmo Export | API integration |
|---|---|---|---|
| A separate URL for each object | No | Yes | Yes |
| Indexed by Google as your content | No | Yes | Yes |
| Title tag and meta tag per object | No | Yes | Yes |
| Cost of setting up | very short, minutes | moderate, server access required | minimal, just an API key |
| Technical requirements | none | FTP or SFTP access, writable directory | API key with read permissions |
| Scope of data | depending on the provider | limited to the standard | the largest, around 270 fields |
| Fully customisable design | hardly | in full | in full |
| Effect on charging time | negative, external document | neutral, local content | neutral, local content |
| Consent required via the cookie banner | as a rule, yes | no | no |
| Multilingual property details | depending on the provider | not provided for | possible |
| Enquiries back into the CRM | no | no | possible |
| When changing CRM systems | new embedding | The data path remains the same | New connection required |
| Timeliness of the data | live | Export interval | Import interval or at the touch of a button |
| Common source of error | Cookie banner blocks display | Paths, permissions, export not working | Key has expired or has the wrong authorisation |
| Recommendation | only as a stopgap | It’s good to know when a change of CRM system is on the cards | Standard recommendation for Propstack users |
The practical solution: the „Connector for Propstack" plugin"
At laOlaWeb, we are developing a WordPress plugin that implements precisely this third option: a direct link between Propstack and your website. It is listed in the official WordPress directory and a free version is available for permanent use.
What the plugin does
The plugin retrieves your objects via the Propstack API (version 1 or 2) and imports around 270 data fields, including all images, into the WordPress database. From there, they are made available as an object list, filters and a detailed view – as standard WordPress content on your own domain, by default at ihre-domain.de/objekte/. No iFrame is used.
A comparison with other Propstack plugins can be found on our Comparison page.
Not just the plugin: the complete estate agent’s website
A plugin solves the data issue. It does not, however, answer the question of whether your website is attracting customers. That is why we are not just plugin developers, but first and foremost a WordPress agency – and we build complete websites for estate agents.
laOlaWeb is a web agency based in Leipzig that has specialised in WordPress and WooCommerce for over ten years. We are an official Elementor partner with experience dating back to 2018; we also work with Avada and develop our own plugins – the Connector for Propstack is one of them. As a certified Google Partner for Google Ads and with our own SEO expertise, we prioritise visibility right from the start.
Our agency services for WordPress websites
As an internet agency for WordPress, we offer a comprehensive service package. Here are some of our core services. Further services are available on request.
Concept
The design of a WordPress website is the central work step in the first third of a project.
Here we process the information from customer discussions and our own analyses as well as our experience from more than 15 years of web design.
We already plan visibility in Google searches at this stage. Search Engine Optimisation (SEO) is therefore always part of the process for us and not a connected service.
Web design
In our agency, web design is one of our Core services.
However, a successful WordPress website needs more than just a smart appearance.
For us, good website design is not just about creating a pleasant user interface; web design also includes a sensible page structure and an intuitive user interface. Functionality for all devices and screen sizes (responsive design).
Content planning and content design
To bring web design to life, it needs text, images, graphics and videos (collectively called content). The content on a website is the basis for the Search engine optimisation. We can't do without it! In our non-binding initial consultation, we advise which content is available, which can be taken over, which content needs to be revised and which parts should be newly created.
Plugin development
The selection of available plugins is huge, but finite.
Naturally we also program our own plugins for special customer requirements.
These range from the labelling of advertisements on overview pages to a factored price calculation of grouped products and a location display of different location types on a Google Map.
We would be happy to discuss your requirements in a non-binding initial meeting.
Integration & Connection
The integration and connection of external systems can be technically and conceptually demanding.
The Automated data exchange is a requirement that we are happy to fulfil professionally, and not just for shops with WordPress or the WooCommerce plugin.
Content (adverts, offers, etc.) from other systems can be integrated via the existing WordPress interface (API) and give your WordPress website a special relevance.
Search Engine Optimisation (SEO)
SEO for top rankings on Google & Co.
The Search engine optimisation (SEO) for WordPress websites is one of our Core competences.
The smartest web design is usually of no use to a website if it cannot be found in Google searches.
In order to save costs and work efficiently, search engine optimisation is a priority from the start of the project. Essential service areawhich can influence the page structure, content and functionality.
For example, we pay attention to the structure and navigation of the website, the use of alternative texts for images and a high-performance delivery of the website content.
Relocation service from WordPress
Hosting is essential for security and website speed.
However, there may also be other good reasons for a Relocation of a WordPress website give.
The effort required depends on the size of the site and the current server environment.
In addition to the website, the domain and email inboxes may also need to be moved. To avoid downtime and negative effects on your Google ranking, we offer you a professional relocation service for WordPress websites.
More about the Move from other content management systems (TYPO3, Joomla, Wix, Redaxo, etc.) can be found here.
WordPress hosting
Every web application requires a server on which the files are stored.
Hosting refers to this service, which we naturally also offer you for your WordPress website.
In addition to a outstanding performance (which has a positive effect on the loading speed of your website) a regular Data backup and 24/7 monitoring of the website.
In addition, our servers are equipped with 100% Green electricity operated.
The monthly costs for our WordPress hosting are between €20 and €100.
Accessibility according to BITV or WCAG
Some organisations, in particular the "public sector", are already obliged to Accessible WordPress website to operate. Through the Barrier-Free Act the circle expands to include companies in the private sector.
From a technical point of view, websites with WordPress can, in principle be realised barrier-free. It goes without saying that we take accessibility requirements into account in the web design and in the design of all website functions.
In addition, we carry the BITV test for your website and create for you a mandatory Declaration of accessibility (also in simple language).
WordPress trainings
For many companies, the website is a critical factor for the company's success. It is therefore logical to have the know-how for updating the website ideally also within the company. We offer our customers Training for groups or for individuals. We show the relevant functions and clearly explain the connections between technology, design and search engine optimisation.
WordPress update service
We take care of regular updates for WordPress and plugins for our customers.
We also provide the following services for our customers prompt support (within 24 hours on weekdays).
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Without obligation take advice
You can find out more about our services for estate agents by arranging a personal appointment.