Schema.org Structured Data

WP-ImmoMakler automatically adds JSON-LD structured data according to schema.org to every property listing view and every detail page. This allows search engines, answer engines, and AI assistants to identify your properties as real estate offers — with price, location, energy data, contact person, and availability. PLUS

This page describes which schemas WP-ImmoMakler outputs, where you can enable or disable them, and what benefit this brings for SEO, AEO, and GEO.

Why Structured Data?

An HTML document contains text, images, and layout — but no machine-readable statement that this page offers a flat in Hamburg-Eppendorf for €749,000 for sale. That is exactly what schema.org is for: a shared vocabulary that Google, Bing, Apple, ChatGPT, Perplexity, Gemini, and Claude all understand equally.

WP-ImmoMakler delivers this vocabulary for your properties automatically. You do not need to maintain anything manually — the data comes from your OpenImmo interface, the estate agent software import, or the entries in the property forms.

SEO — Classic Search

Search engines use the structured data to enrich your search results: price and availability directly in the snippet, images next to the result, breadcrumb path instead of a bare URL. For listing views, Google can display the price range of all matching properties. This noticeably increases the click-through rate without changing the ranking itself.

AEO — Answer Engine Optimisation

Answer engines such as Google AI Overviews, Bing Copilot, or Perplexity formulate direct answers to search queries. For “Which houses in Lübeck are for sale?”, the answer engine preferentially draws on pages whose content it can read in a structured way. An ItemList schema with the properties visible on the page is exactly what these systems expect.

GEO — Generative Engine Optimisation

Generative AI models (ChatGPT, Claude, Gemini) preferentially cite sources whose statements can be clearly attributed. A RealEstateListing with address, living area, year of construction, and energy rating is a clear, citable statement. A plain HTML page with the same information remains ambiguous for the model.

Which Schemas Does WP-ImmoMakler Output?

In List Views (Archive, Search Results, Categories)

Schema	Content
`ItemList`	The properties visible on the current page with position, URL, and title; plus the total count of all matching properties.
`AggregateOffer`	Minimum and maximum price as well as the number of offers in the current list. Optionally extended with `RealEstateListing`, `Residence`, and `House` or `Apartment` when the list is filtered to a single property type.

In Detail Views

Schema	Content
`Product`	Title, description, property number (SKU), image, and `Offer` with price, currency, and availability (`InStock` or `SoldOut`).
`RealEstateListing`	Extends the `Product` schema with `RealEstateListing` and `Residence`. For houses and flats, `House` or `Apartment` is added additionally.
`Accommodation`	Dedicated schema with living and usage data: number of rooms and bathrooms, floor, living area (m²), year of construction, pets allowed, address with district, geo-coordinates, and energy values as `LocationFeatureSpecification`. Specific types: `SingleFamilyResidence`, `House`, `Apartment`, `Room` — with fallback to `Accommodation`.
`Place`	Fallback for commercial properties (office, retail, hospitality, warehouse, parking). With `additionalType` pointing to the matching subtype such as `OfficeBuilding` or `Warehouse`, including area, year of construction, address, and geo-coordinates.
`RealEstateAgent`	Embedded as `seller` in `Product` and as `performer`/`organizer` in `Event`: name, company, telephone, email, address, and photo of the contact person.
`Event` “Schedule a Viewing”	Marks the detail page as a bookable appointment at the property’s location.
`Event` “360° Virtual Tour”	Also output when the property has a 360° tour URL. Marked as `OnlineEventAttendanceMode` with `VirtualLocation`.

Summary (Excerpt)

If an excerpt (summary) is stored for a property, the detail view schemas Product, Accommodation, and Place additionally populate the disambiguatingDescription field with this brief text — separate from the detailed description (which is formed from the title and SEO meta description). This gives search engines and answer engines a compact, independently citable statement about the listing, in addition to the structured key data.

disambiguatingDescription is a field of the schema.org base class Thing and is therefore valid on all three detail view schemas (unlike abstract, which would only be permitted on CreativeWork types). You can maintain the excerpt manually or have it generated automatically via the AI Features; the same text also appears on the detail page as a highlighted summary below the subtitle.

Energy Data

From the energy certificate, WP-ImmoMakler transfers the following values as LocationFeatureSpecification into the Accommodation schema:

Final energy demand (kWh/(m²·a))
Final energy consumption (kWh/(m²·a))
Energy efficiency class (A+ to H)

If the energy certificate status is set to “none”, “not required”, or “at viewing”, no energy data is output — in line with the GEG-compliant display in the frontend.

Status Filter

Schema.org data is only output for properties with the status open. References, reservations, and sold properties are not included in the structured data and are therefore not reported by search engines as available.

Settings

All schema outputs can be individually enabled or disabled. You will find the options in the backend of your website (wp-admin) under WP-ImmoMakler → Settings → SEO/AEO/GEO.

Option	Effect
schema.org/ItemList	JSON-LD `ItemList` in list views.
schema.org/AggregateOffer	JSON-LD `AggregateOffer` in list views (price range and number of offers).
schema.org/Product	JSON-LD `Product` in detail views.
schema.org/RealEstateListing	Extends the `Product` schema with `RealEstateListing`, `Residence`, and where applicable `House`/`Apartment`.
schema.org/RealEstateAgent	Embeds the contact person as `seller` in the `Product` schema and as `performer`/`organizer` in the `Event` schema.
schema.org/Accomodation	JSON-LD `Accommodation` with living and usage data in detail views; for commercial properties, falls back to `Place`.
schema.org/Event “Schedule a Viewing”	JSON-LD `Event` for viewing requests.
schema.org/Event “360° Virtual Tour”	JSON-LD `Event` for virtual tours for properties with a 360° tour.

All options are enabled by default. If you disable an option and later find that you need it after all, the plugin displays a notice in the WordPress backend that lets you restore the default settings with a single click.

Checking the Output

You can see the JSON-LD output directly in the source of any detail or list page. The <script> tags are marked with an HTML comment:

<!-- BEGIN schema.org section generated by WP-ImmoMakler RealEstate Plugin ... -->
<script type="application/ld+json" class="immomakler-schema-product">…</script>
<script type="application/ld+json" class="immomakler-schema-accomodation">…</script>
<!-- END schema.org section ... -->

For structured validation, these external tools are recommended:

Google Rich Results Test — shows which rich snippets Google can generate for the page.
Schema Markup Validator — checks the syntax and conformity of the JSON-LD output.

Customisation via Filter Hooks

Every schema is accessible via a filter hook, allowing you to add, modify, or remove fields — update-safely in your WP-ImmoMakler child skin plugin:

immomakler_schema_item_list
immomakler_schema_aggregate_offer
immomakler_schema_product
immomakler_schema_accomodation
immomakler_schema_commercial_property
immomakler_schema_event

The signatures and default values can be found in the Hooks Reference for SEO.