Why CRM integration is mandatory for broker websites
Propstack is a cloud CRM for real estate professionals; website integration ensures form enquiries do not get lost in an inbox but land in the CRM as contacts with source, property link and automation. Without a clean handover, even the best owner lead funnel loses leads between landing page and sales.
As Weber Media Consulting GmbH we regularly connect broker websites to CRM systems — including Propstack. This article is a technical guide based on public Propstack documentation, not legal advice and not advertising from Propstack. Propstack is a trademark of Propstack GmbH; we are an independent agency.
As of June 2026 Propstack describes three ways to pass website enquiries: formatted email, OpenImmo XML by email, and REST API. Which path fits depends on your website technology (WordPress, Next.js, site builder) and automation requirements.
Propstack in the marketing chain: website, CRM, portals
Your website is the channel you control — unlike ImmoScout24 and similar portals that rank on their own domain. Propstack sits in the middle: it receives enquiries, links them to properties, starts workflows and syncs with Outlook, Google Workspace or Exchange.
Other broker CRMs (onOffice, FlowFact, etc.) follow similar principles; the focus here is Propstack because many digitally minded offices use it and interfaces are well documented. A neutral CRM comparison would need its own criteria (office size, Scout24 ecosystem, automation depth) — without blanket “better/worse”.
Path 1: Formatted email with ps-kontaktanfrage
The most beginner-friendly path per Propstack docs: after form submit your site sends an email whose HTML content Propstack can parse.
Technical requirements
- A container with exactly the ID
ps-kontaktanfrage(e.g. adiv) - Fields with documented IDs:
client_first_name,client_last_name,client_email,client_phone, etc. - Custom fields via prefix
client_cf_+ field name - Sender address must be registered in Propstack under Administration → Contact settings → Sources
The most common mistake
Sender email = recipient email. Then Propstack treats the message as “sent” and moves it to Sent — the “New portal enquiry” automation does not fire. Fix: form sender (e.g. noreply@your-domain.com) ≠ Propstack mailbox for the property.
SPF, DKIM and DMARC for your domain reduce spam filter issues. Send a test lead after every change.
Path 2: OpenImmo XML as email attachment
Portals like ImmoScout24 send OpenImmo XML; Propstack parses that structure. The same method works for website forms: XML attachment to the connected mailbox. Useful if you already use OpenImmo exports for properties and want forms on the same format.
Path 3: REST API for Next.js and headless websites
For modern sites (Next.js Server Actions, API routes) the API is the cleanest path: create contact, set note with client_source_id, trigger portal enquiry workflow. API key under Administration → API keys; permission at least Contacts → Create.
Secrets belong in environment variables — never in Client Components. Server-side validation, rate limiting against spam, honeypot or captcha on public forms.
This is where our work as a Next.js agency fits: form → Server Action → Propstack API, alongside SEO-friendly SSR — unlike pure WordPress plugin setups.
Enrich search profile and valuation funnel
Propstack can read search criteria from emails — fields like query_locations, query_living_space, query_price_from, query_price_to, query_rooms. If you run an valuation funnel, map these fields in the form and pass them to Propstack. Sales sees property type, location and price expectation immediately — without retyping.
GDPR: consent text, purpose limitation, retention and if applicable a DPA with Propstack belong in your privacy concept — technical guide is not legal advice.
Property data: website ↔ Propstack (OpenImmo export)
Properties on the site often come via OpenImmo export from Propstack (FTP/SFTP portal in Propstack, directory e.g. /openimmo/). API key additionally for extended features (search profile, contact sync). Multilingual sites: per docs separate portal connection per language possible — fits DE/EN setups.
If you do not maintain feeds yourself: XML & API feeds as a service — clean data pipeline instead of copy-paste.
Automation after the first enquiry
After the “New portal enquiry” trigger workflows can start: confirmation email, task for agent, pipeline stage. Speed matters: owners often contact several brokers in parallel. First response in minutes, not days — also covered in AI lead qualification for brokers.
Pass qualification data (time horizon, sale reason) as custom fields — the funnel provides context, Propstack stores it.
Checklist: Propstack website integration in 10 steps
- Create contact source “Homepage” (or appropriate name) in Propstack
- Assign form sender address to that source
- Verify sender ≠ recipient mailbox
- Choose integration path: email format, XML or API
- Send test lead and verify in CRM
- Activate “New portal enquiry” automation
- Map search profile / funnel fields
- GDPR texts and consent on form
- SPF/DKIM for form mail domain
- Internal documentation: API key rotation, admin contact
Frequently asked questions
Do I need WordPress for Propstack?
No. Propstack does not require a specific CMS. WordPress plugins (e.g. WP-ImmoMakler) are shortcuts; email format and API work with any site that reliably sends forms or executes HTTP requests.
What does Propstack cost?
Pricing and packages are set by Propstack and may change — check current terms directly with the vendor. This article lists no prices to avoid outdated figures.
How long does setup take?
Pure technical integration (source, test lead, one workflow) is often doable in one to three working days — depending on form, API and property feed. Complex multilingual or custom fields take longer.
Is API integration GDPR-compliant?
Technically via HTTPS and DPA with Propstack; whether your overall setup (form, consent, retention) is compliant must be assessed by your legal counsel.
Propstack vs. onOffice — which is better?
No blanket “better”: onOffice often offers more functional depth for large houses per industry comparisons; Propstack scores on intuitive UX and modern API. Office size, processes and Scout24 tie-in decide — not our product comparison in this article.
Conclusion
Setting up Propstack is not just booking licenses — it is weaving website, forms and automation so no owner lead is lost. The three documented paths (formatted email, OpenImmo, API) cover site builders through Next.js; the most common production bug remains the wrong sender address.
Propstack integration for your broker website. We plan forms, CRM handover and — where useful — property feeds for Next.js or classic CMS — without empty promises on listing numbers. More on marketing for real estate agents and owner leads. Request a no-obligation conversation.
Note: Technical guide based on Propstack documentation (docs.propstack.de). Not legal advice. As of June 2026 — interfaces may change.
