Homeland Real Estate: Modernizing Legacy
A UX Transformation for High-Net-Worth Investors and Global Scouters.
The Challenge: Heritage vs. High-End Utility
Homeland, a leader in the Israeli market for three decades, faced a critical digital gap. Their 4-year-old site no longer reflected their status or the expectations of their sophisticated clientele. They needed a design that preserved their Yellow, Black, and White brand equity while competing with global standards like Compass and Zillow.
Objectives:
Target the 1%: Shift from a general catalog to a luxury investment portal.
SEO Continuity: Modernize without losing years of established search rankings.
Data Transparency: Provide the granular details that professional investors demand.
Research: Thinking Like an Investor
Researching local competitors wasn’t enough. To attract international and upper-class buyers, I analyzed the UX of global luxury platforms.
The Conclusion: High-end users don’t just “browse”—they scout. They need data-heavy features like Price per Square Meter to minimize wasted time.
User Persona: The Tactical Scout
I focused on Itai (35), a professional scout searching for specific retirement properties.
The Need: Clear indicators for Handicap Access and quiet, center-of-Israel locations.
The Friction: Sites that hide technical details or provide misleading photos.
The Solution: A "Concierge" Search Experience
The 60-30-10 Color Rule: To maintain the “Homeland Yellow” without sacrificing the luxury feel, I used a strict 10% accent rule. Yellow was used only for interactive cues (Save icons, Search buttons, and CTAs), set against a sophisticated Black and White backdrop.
The Mega-Search & Map: I designed an interactive map focused on high-demand areas (TLV/Haifa). This is paired with a mega-filter that allows users to sort by investment-specific data like price-per-meter.
Sticky Engagement: Recognizing the mobile-first nature of real estate browsing, I implemented a Sticky Search and a Sticky WhatsApp button. This ensures the “Path to Purchase” is always one thumb-press away.
Investment Transparency: Property pages were upgraded to include 3D tours and detailed neighborhood mapping (parks, orientation, etc.), solving the “uncertainty” problem for remote buyers.
Technical Hand-off & SEO
Working with Leos Media, the site was built to be “Scannable” by Google’s latest algorithms. We ensured the contact pages were content-rich for SEO purposes while maintaining a Triple-CTA strategy (Call, Email, WhatsApp) to capture every lead.
Project Status: Delivered 2023
The project was delivered as a fully modernized, SEO-optimized asset. By moving Homeland into a high-utility, data-driven UI, we provided them with a platform capable of handling the next decade of luxury real estate evolution.
Homeland's Wireframes
more projects
