Property website CRM integration: how it works

Keeping your property website up to date shouldn’t mean entering the same information twice. Connecting your website with your CRM can reduce repetitive administration, keep listings consistent and help your team manage incoming enquiries.

Made Simple Media brings more than 10 years of web design and development experience to projects like these. Our property work includes Agency Pilot integration for Colyer Commercial, Salesforce integration for Restaurant Property and an Acquaint CRM XML property feed for At Home Estates.

This guide explains what a property website integration can do, what needs planning and how different approaches work in practice.

What is property website CRM integration?

CRM integration connects your property management or customer relationship management system with your website, allowing agreed information to pass between them.

A common example is publishing property listings. Your team adds a property to the CRM, and the website receives the details through an integration instead of someone creating the listing again manually.

An integration can also send information in the other direction. For example, a website registration form could create or update a contact in your CRM.

These are separate functions. A property feed that imports listings does not automatically include enquiry handling or two-way synchronisation. The connection needs to be planned around the tasks you want it to support.

What information can be connected?

The available options depend on your CRM, the data it exposes and your website’s requirements.

Information	What the integration could do
Property details	Publish descriptions, locations, prices and property types
Search information	Supply bedrooms, floor areas and other filter values
Images and documents	Import photography, floorplans and brochures
Availability	Update a property’s status when it changes
Website enquiries	Send contact details and the relevant property reference to your CRM
Registrations	Pass property requirements or update requests to your team’s system

Before development begins, it is important to agree which fields are available, which should be public and where each piece of information should be edited.

How do property feeds and APIs work?

A property feed supplies structured listing information that your website can read. XML is one format used for this exchange.

An API provides a way for systems to request or send information. Depending on the CRM’s capabilities and access permissions, it may support retrieving property records, submitting enquiries or other tasks.

The distinction is not simply “feeds are basic, APIs are advanced”. XML describes a data format, while an API describes a way to communicate. The right approach depends on what your provider supports and what the website needs to do.

Updates may run on a schedule or be triggered by supported notifications. “Automatic” does not necessarily mean “instant”, so update frequency should be agreed as part of the project.

Three examples from our property website projects

Colyer Commercial: connecting Agency Pilot with the website

For Colyer Commercial, we integrated Agency Pilot so properties entered in the CRM automatically populate the website. This removes the need to load the same property information separately.

We also connected the Property Updates form to Agency Pilot, bringing website registrations into the client’s existing system.

On the website, location and floor-area filters work alongside map search to help visitors explore commercial premises.

The project illustrates two useful parts of integration: publishing property information and collecting registrations.

Explore the Colyer Commercial project.

Restaurant Property: Salesforce feeds with additional website content

For Restaurant Property, we built a Salesforce integration to bring property data into the website.

The project also required flexibility beyond the imported records. We developed a website dashboard where the team can add extra information to individual properties.

This approach combines automated data transfer with control over additional website content. When planning a similar system, an important decision is which fields the CRM controls and which the website team can maintain separately.

Explore the Restaurant Property project.

At Home Estates: Acquaint CRM XML feed and flexible editing

At Home Estates wanted a bespoke website to replace a packaged platform with editing limitations.

We integrated the Acquaint CRM XML feed to update property listings automatically. The website also includes backend controls for urgent property changes, alongside flexible content editing through Concrete CMS.

The project demonstrates how property automation can sit alongside greater freedom to manage pages and support ongoing marketing.

Explore the At Home Estates project.

What should you agree before connecting your CRM?

Before development begins, establish:

• Which property details are managed in the CRM and which can be edited on the website
• How frequently listings should update
• What happens to sold, let or withdrawn properties
• Where enquiries and registrations should go
• Who checks and resolves failed updates
• Any API set up and ongoing costs from your CRM provider

This helps prevent duplicate work, overwritten changes, outdated listings and unexpected charges.

Planning an integration for your property website

CRM integration is one part of our approach to property website design, alongside property search, clear listing layouts and straightforward content management.

Start with the work you want to simplify. That might mean avoiding duplicate listing entry, collecting registrations in your CRM or giving your team more control over property content.

Tell us which system you use and how your website currently works. We can review the available integration options and help you plan a website that supports both your visitors and your team.

Our guide to property website and integration costs explains our typical project budgets and ongoing hosting and support charges.

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