People business in best practice.
International real estate franchise meets decentralized CRM solution
Entrepreneurial complexity with legal clarity, technological efficiency, and scalability for international markets – the ongoing expansion course presented KENSINGTON International with major challenges. Propstack has already been in use since the beginning of 2025. For the international real estate franchise, digital transformation in the “real estate” people business is the pioneering step into the future. “With this, we are setting new standards in the industry.” In an interview with Daniel Malek (CEO D-A-CH), Sven Binnewies (CEO International), Benjamin Liers (Global CFO & CSO), and Lennard Möhlenbrock (Head of Corporate Development), the company leadership, together with the central development department, describes the advantages of the new CRM solution for KENSINGTON Finest Properties International AG.
Propstack is now an integral part of your customer structure. What were the biggest challenges in introducing a CRM in KENSINGTON’s international franchise?
Lennard Möhlenbrock: Scalability is certainly one of the most important factors. A CRM for real estate franchise structures must, on the one hand, be centrally controllable – meaning defined standards and processes from headquarters. On the other hand, it must offer enough flexibility to respond to the regional requirements of international franchise partners. Topics such as multi-language support, different currencies, and local legislation are just as relevant as data security and usability. Added to this are easy integration and fast onboarding processes. We want new partners to find their way around immediately – whether in Germany, Mallorca, or Dubai.
Daniel Malek: Many CRMs are either too complex or not scalable enough for a network of our size and internationality. Either the partners don’t use it – or the support effort grows immeasurably. But the fact is: a CRM is everyday software – it just has to work, be high-performing, and available at all times. The decision for Propstack was a real paradigm shift – for both the functional possibilities and user-friendliness alike.
Decentralized CRM: For clarity, scalability, and compliance
The core of Propstack Franchise is a decentralized, multi-tenant CRM that makes the independence of the franchise partners visible within the system – thus meeting current regulatory requirements. Each location – whether in Germany, Spain, or England – works on its own database with individual customer records. At the same time, central business processes and quality standards can be controlled via the Master Shops. This structure creates a balance between independence and brand identity – a must in franchise operations.
What was the final deciding factor for switching to Propstack?
Sven Binnewies: Propstack meets our requirements for performance and partnership-based cooperation. It was particularly important to us that we have high-performance server infrastructures available worldwide. This gives us the necessary security during internationalization. Our goal is to create more space for real customer relationships through automation.
Lennard Möhlenbrock: We want to relieve our agents of administrative tasks. The seamless interface to ImmoScout24 or Sprengnetter also plays a role here: anyone who uses these benefits from direct integration with Propstack. This brings clear advantages: seamless processes, fewer clicks, more speed. Whether energy certificates via Energieausweis48 or valuation data from Sprengnetter – everything comes together in one software. The agent doesn’t have to jump between tools.
Daniel Malek: A recurring topic, system availability: a total failure of the CRM is the worst-case scenario – especially in our highly dynamic market. Propstack delivers constant performance here – of the highest importance in an agent’s daily routine. Ultimately, real estate brokerage is all about interpersonal relationships – and the CRM is an indispensable support in this. Agents are on the road a lot, talking to owners, conducting viewings. Access to all relevant data must be possible from anywhere – and it must be easy, fast, and secure.
People business in best practice.
Keyword usability: Which features do you particularly value?
Lennard Möhlenbrock: Lead management is extremely efficient – interested parties are imported automatically, we can carry out quick valuations with sound figures, and agents know immediately if the customer has already been contacted. The deal pipeline clearly shows where each contact stands. This saves us administrative time and allows us to keep an overview – as headquarters, as a franchisee, and as an agent.
Benjamin Liers: The individual dashboards are also particularly helpful. For example, headquarters sets the standards for reporting or performance tracking, but each location – whether Hamburg or Mallorca – can adapt its dashboard according to the local way of working.
Daniel Malek: Also, the document management with digital signature as well as the already mentioned integration of all relevant systems – whether ImmoScout24, Sprengnetter, or Energieausweis48. Everything from a single source, everything networked. The high level of functionality throughout the digital network brings speed and quality.
Propstack supports KENSINGTON perfectly.
- Technical Standard: Legal certainty through clear separation
Each franchise unit is managed in the CRM as an independent tenant. The servers are physically separated, meaning personal data can only be viewed locally. Only final key figures flow to the headquarters – for example, for commission settlement. - Must-Have: Uniformity despite diversity
From exposé creation to lead management: the system provides standardized processes that can be rolled out to new shops at the touch of a button – including language, currency, and country-specific legal logic. - Decentralized Standard: Maximum flexibility for local markets
Whether holiday properties in the Balearic Islands or commercial space in Berlin – Propstack allows for granularly adjustable system logic per location. Market specifics such as “distance to the sea” or language-specific customer dialogues are configurable. - Automated Workflows: Smart processes for greater sales success
Lead distribution, exposé dispatch, appointment scheduling, document management, digital signatures, automated tracking, fast customer feedback – with Propstack, manual effort is reduced to just a few clicks.
- PropstackAI: Next-level real estate marketing
From text creation to virtual home staging and the production of video reels, Artificial Intelligence is a permanent support in an agent’s daily routine. The goal: more customer contacts, shorter marketing times, and better advice.