sql data from rows to columns transpose without pivot

PIVOTs need an aggregate function, because you could have multiple entries in the original table. If you know you only have one value per key, then just use MIN().

Also, '$row1', '$row2', '$row3' are now columns and need to be delimited like columns

select * 
from (
  select 
  name,propertyvalue, displayname
  from indexrows
) a
PIVOT 
(
MIN(propertyvalue)
for [displayname] in ([$row1], [$row2], [$row3])
) as pivot