Featured Case Study · Opendoor
Less transactional.
More relational.
A partnership with one of the country’s largest real-estate platforms to rebuild every surface outside the offer flow — and shift the brand from transactional to relational.
NYSE: OPEN
Public company
2M+
Offers requested
50+
US markets
12yr
Category leader · est. 2014
Work / Opendoor
Client
Opendoor
San Francisco · Listed: NYSE: OPEN
Year
2025 — ongoing
Sectors
Real Estate · Proptech
Consumer / DTC
Scope
Opendoor’s homepage had been meticulously tested into every corner of conversion. The rest of the site — the pages that aren’t inside the offer flow — was the opportunity.
Bttr partnered with Opendoor to rethink those surfaces as a way to give sellers and agents relevant, dynamic content — and to shift perception of the brand from transactional to relational. The first surface shipped in July 2025: a complete rebuild of the Opendoor Key Agent program.
The brief, in one sentence
“The homepage was already a conversion machine.
Every other page was a missed conversation.”
01 — Live
opendoor.com/agents
The first surface to land under the new direction. A page that speaks to agents in their language — how they win clients, how they get paid, how Opendoor fits inside their business.
View live site →
02 — The system
Silver, Gold, Platinum.
A program designed like a product, not a comp plan. Three tiers, three relationships — same identity system, different scope, calibrated to how agents actually work the program.
01 · Standard tier · Entry
Silver
- Reserves an additional 1% on eligible transactions
- On top of seller-agreed compensation
- Triggered when the client sells to Opendoor
02 · Performance tier · Most popular
Gold
- Tiered Close Bonus across volume thresholds
- $5,000 at six eligible transactions
- $7,500 at nine — plus marketing access
03 · Top tier · By invitation
Platinum
- Exclusive leads from priority markets
- Dedicated Opendoor Key Agent Success Manager
- White-glove service for top-producing brokers
03 — Photography direction
Real agents, real homes, real conversations.
The photography system trades the polished real-estate stock library for documentary moments — agents and sellers across kitchen tables, walking through homes, doing the work. Quieter, warmer, more credible than the category default.
04 — Editorial surfaces
FAQ as documentation. Rules as a clinical document.
The supporting surfaces were rebuilt the same way Opendoor would build a product spec: titles, sub-titles, hairline rules between rows. No legalese padding, no marketing decoration. Just the program.
05 — Conversion
The page asks twice.
A primary Get Started module places the seller’s address-entry field inside the brand layout — agents and consumers convert against the same surface. Flanking imagery breaks the wall between the offer flow and the rest of the brand.
06 — Geo-targeted system
One system. Every market. Same shape, local voice.
The seller experience is the same product across every market — but the page meeting the seller has to read like it knows where they live. Five city variants designed in the first batch: Tampa, Houston, Dallas, Charlotte, Orlando.
Each page carries a city-tuned headline, a regionally appropriate home photo inside the dome, and live cash-offer / list / cash-plus comparisons calibrated to local pricing. One template; thousands of possible permutations.
Tampa
“More ways to sell in Tampa”
Houston
“Simple ways to sell your home in Houston”
Dallas
“Sell your home your way in Dallas”
Charlotte
“There’s more than one way to sell your home in Charlotte”
Orlando
“Explore your selling options in Orlando”
Designed as a system, not a campaign — each new market launches from the same template with city-specific photography, headline, and pricing. The brand reads as local without breaking the national identity.
07 — In flight
The rest of the surfaces. The Newsroom, the sales tools, and everything between the homepage and the offer.
08 · Opendoor Newsroom
Press and News merge into a single editorial structure — organized like Apple Newsroom, not a press archive.
09 · Sales & Operations Tools
The supporting product surfaces that turn site traffic into conversation, then conversation into closed deals.
10 · Brand Documentation
A living design system spec that lets the in-house team build new surfaces without breaking the identity.
The hypothesis
If the rest of the site treats consumers as more than a click on a CTA, more of them choose to click.
Location
Sectors
Scope
Team
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