From Carpenter to $100M+ Property Portfolio
01 — Project details
Mark Rolton is Australia’s #1 property strategist with a $100 million portfolio to back it up. But when it came time to promote his latest webinar, the landing page wasn’t pulling its weight.
Despite his reputation, the existing copy just wasn’t converting. Mark and his team needed a landing page that leveraged Mark's authority and gave visitors a reason to believe they could change their financial future - even in Australia’s unpredictable housing market. When I reached out to Mark's team, they were impressed with my process and my samples and decided to move forward with the project. From there, it was off to the races!
02 — What I Did
My job was simple in theory, but critical in execution: get more people to sign up for the webinar.
I wasn't given a lot of time to get this one out the door (3 days), so I put on my work socks, fired up a pot of my favorite highly caffeinated Chinese black tea, and got to work.
My process:
High-Converting Landing Page Copy — I rewrote the full page with stronger headlines, deeper storytelling, and calls to action that moved people from “maybe” to “I need to be there.”
Strategic Positioning — We leaned into what made Mark different. He wasn’t teaching people to flip houses or rack up debt. His strategy focused on controlling property and building wealth without the usual risks.
Market Research & Competitor Analysis — I studied other webinar funnels in the real estate niche and analyzed their weak points. Then I positioned Mark as the clear winner by comparison.
Urgency & Authority — From the headline to the final CTA, the copy focused on urgency, proof, and possibility. The audience needed to feel like this wasn’t just another free webinar. It needed to be more and more is exactly what they got.
03 — Results
The new landing page hit harder, spoke clearer, and converted better - 15% better than their last webinar launch
The revamped copy told a true story of transformation, highlighted the system behind it, and pulled the reader in with conviction. No hype. Just smart storytelling, well-placed proof, and a clear next step to attend the webinar.
I didn’t try to make Mark sound like something he wasn’t. I made sure his authority came through loud and clear and matched the message to the mindset of the audience he wanted to attract.
04 — Links
Mark's website:
The copy for Mark's landing page:
https://docs.google.com/document/d/19-kTEvivJ-7Xlz88XvrRHZc9jzc-4W2zbK_OtlKAb2M/edit?usp=sharing