90-Day Strategy Plans – Illuminate Home Loans & MoDo

Plan 1 of 2

Illuminate Home Loans — 90-Day Smart Market Uplift

A structured three-phase programme to optimise the existing Illuminate website for organic visibility, lead quality, and conversion — culminating in a fully mapped smart funnel architecture ready for redevelopment. Three powerful points of difference are woven throughout every phase to build lasting authority and community with hardworking Aussie homeowners.

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Competitive Intelligence — What the Research Reveals

Deep research across Infinity Group Australia (Graeme Holm) and Henderson Advocacy (Jack Henderson) reveals clear strategic gaps that Illuminate can exploit immediately. Infinity dominates on brand scale and funnel sophistication — but sells a team, not a person. Henderson leads on content and confidence — but is a buyer's agent, not a broker. Perry's "Bank Insider" positioning sits in a unique space neither competitor owns. The 90-day plan below is built to claim it. Full competitive breakdown available on the Competitor Intelligence tab.

Three Points of Difference — Integrated Across All 90 Days

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Video Case Studies — Real Results, Real Aussies

Four new video case studies every month — real clients sharing real outcomes from working with Perry. Embedded into dedicated website pages and deployed across social as high-converting funnel and trust-building assets.

How This Integrates in the 90-Day Plan

Month 1: Identify and brief 4 existing clients (Ben & Tahlia, Sarah & Mark, Lisa + 1 new) — shoot or remote record short 3–5 min testimonial/outcome interviews
Each video gets a dedicated SEO-optimised landing page: "How [Name] paid off their mortgage in [X] years using property investment in [City]" — targets long-tail local search
Videos embedded on website pages and cross-posted natively to Facebook, Instagram Reels, YouTube, and TikTok from the unified publishing platform
Each video page includes CTA: watch the free masterclass, or book a strategy call — tracked via GHL pipeline source tags
Treated as evergreen funnel assets: repurposed quarterly with fresh thumbnails and updated captions

Target: 4 Videos/Month · 12 Videos by Day 90

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Lifestyle Marketplace — Preferred Providers for Homeowners

A curated directory of trusted, vetted suppliers and service providers for Illuminate clients and website visitors — delivering tangible, ongoing value beyond the mortgage transaction and keeping Perry front-of-mind between settlements.

Marketplace Categories & Launch Approach

Phase 1 (Days 1–30): Architect the Marketplace section within the website — simple directory layout, provider profiles, "why we recommend this partner" copy
Launch categories: Whole-home water filtration systems, Blinds & awnings suppliers, Selected white goods (energy-efficient, investment-grade), Strategic & professional services (accountants, buyer's agents, legal, financial planning)
Phase 2 (Days 31–60): Onboard 8–10 initial preferred providers with written profiles + optional short intro videos — all vetted and aligned to the ICP's lifestyle
Provider co-marketing: suppliers promote to their databases (Illuminate referral in exchange for preferred placement) — mutual lead flow
GHL integration: existing and new clients receive "Your Lifestyle Marketplace" email with curated picks post-settlement — deepens the client relationship
Phase 3: Introduce provider spotlight content — short blog posts and social features — creating an additional SEO and social content stream

Launched: Day 30 (Soft) · Full Launch: Day 60

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Podcast & Vlogs — Perry as the Authoritative Host

Perry takes the role of facilitator — bringing expert guests into honest, accessible conversations about property, wealth, and financial freedom. Varied tone of voice, organic following, and a clear pathway to a future e-learning product.

Format, Cadence & Future Pathway

Phase 1 (Days 1–30): Name, brand, and set up the podcast/vlog series — dedicated page on website, podcast hosting platform, RSS feeds submitted to Spotify, Apple Podcasts, YouTube
Pilot format: 20–35 min conversations with guests — buyer's agents, accountants, property strategists, financial planners — Perry as the curious, grounded host asking what his clients want to know
Phase 2 launch: 2 episodes per month minimum — each episode becomes a blog post (show notes + key takeaways), a YouTube video, multiple social clips, and an email newsletter feature
Tone of voice strategy: Perry-hosted episodes balance the authority of the webinar with accessible, real-world conversation — broadening the audience beyond those already "in research mode"
Guest selection doubles as a referral and networking strategy — every expert guest promotes their episode to their own audience
Future E-Learning Pathway: By Month 4–6, package the most in-demand podcast themes (mortgage structure, equity strategy, choosing an investment property) into a short paid or free e-course — hosted on the website, gated via email capture. Positions Perry as the Authority and creates a recurring lead nurture asset.

Pilot Launch: Day 30 · 2 Episodes/Month · E-Learning: Month 4–6

Phase 1

Diagnose & Quick Wins

Days 1–30

Phase 2

Traffic & Trust Building

Days 31–60

Phase 3

Conversion & Funnel Prep

Days 61–90

Diagnose & Quick Wins

Days 1–30 · Foundation, Audit & Immediate Optimisations

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Phase 1 Goal: Establish a data-driven baseline, deploy quick wins that generate measurable uplift within 30 days, and lay the groundwork for the Video Case Study programme, Lifestyle Marketplace architecture, and Podcast/Vlog series — all before the full site redevelopment begins.

Week 1 — Full Digital Audit

Install / verify GA4 with enhanced measurement — conversion events for booking, webinar registration, form submit HIGH
Set up Google Search Console, submit XML sitemap, fix crawl errors
Run full on-page SEO audit: title tags, meta descriptions, H-tag hierarchy, canonical URLs
Technical audit: Core Web Vitals, mobile responsiveness, page speed — target <3s on all key pages
Install Microsoft Clarity heatmaps and session recording: Home, Webinar, Booking pages
Audit existing GoHighLevel pipeline — tag gaps, workflow breakdowns, missed follow-ups

Week 2 — Keyword & Competitor Research

Deep-map 5 direct competitors — with primary focus on Infinity Group (Graeme Holm) and Henderson Advocacy (Jack Henderson) plus 3 local QLD/NSW mortgage brokers HIGH
Analyse Infinity's "Money Mentor" webinar funnel architecture — reverse-engineer the lead flow, identify what keywords drive their top-of-funnel traffic, and assess their SOAP sequence via sign-up
Analyse Henderson's "Know" hub content strategy — map all topics, formats, and keyword targets to identify gaps Perry can own in the mortgage/finance space Henderson doesn't occupy
Build master keyword list: "investment property broker Brisbane/Sydney", "pay off mortgage faster", "refinance home loan QLD", "mortgage strategy Australia", "bank insider mortgage tips" — segment by funnel stage
Map keyword clusters to existing pages — identify content gaps for new pages, using competitor gaps as priority signals
Brief Video Case Study programme: identify 4 existing clients, draft interview questions aligned to ICP pain points

Week 3 — Quick Wins & Competitive Repositioning

Rewrite homepage hero: replace "home loans without the confusion" with "The Bank Insider" hook — Perry's 20 years inside banking as the primary trust signal. Webinar registration becomes the above-fold hero CTA, directly matching Infinity's homepage architecture HIGH
Add Perry's 100% application approval rate as the hero statistic — equivalent to Henderson's "83% off-market" dominant proof point — make it unmissable above the fold
Rewrite all title tags and meta descriptions for primary pages using target keywords + emotional hooks tuned to "Bank Insider" positioning
Add LocalBusiness, FAQPage, and Review schema markup; compress images; hit <3s load
Launch "Mortgage Health Check" PDF lead magnet — direct competitive response to Henderson's "Free Scaling Roadmap" eBook model — email capture connected to GHL
Architect Lifestyle Marketplace page within CMS — category structure, provider card template (no competitor has this — unique moat from Day 1)

Week 4 — Tracking, Podcast Setup & Roadmap

Build GA4 dashboard: traffic sources, webinar sign-ups, strategy call bookings, source attribution MED
Set up UTM framework for all channels — social, email, paid, podcast episodes
Name, brand, and register the Podcast/Vlog series — set up hosting platform (Buzzsprout / Anchor / Podbean), submit RSS to Spotify and Apple Podcasts
Record and publish Video Case Study #1 — dedicated SEO page live, cross-posted to all social channels
Document content gap map: 15–20 blog/article topics mapped to keyword clusters
Deliver Phase 1 findings report — wins, gaps, Phase 2 priorities

Traffic & Trust Building

Days 31–60 · Content, Authority, Marketplace Launch & Podcast Go-Live

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Phase 2 Goal: Build consistent organic traffic through high-intent content, launch the Lifestyle Marketplace with 8–10 vetted providers, publish the first 2 podcast/vlog episodes, and continue the monthly Video Case Study cadence of 4 per month — turning every real client win into a digital marketing asset.

Week 5 — Content Engine & Video Cases 2–3

Publish Pillar Post 1: "What Your Bank Doesn't Want You to Know About Your Mortgage (Told by a Former Bank Insider)" — 2,500+ words, directly owning content territory neither Infinity nor Henderson occupies HIGH
Publish Pillar Post 2: "How to Pay Off Your Mortgage in 7–10 Years Using Property Investment — The Strategy Australian Banks Won't Tell You" — direct SEO competition with Infinity's primary positioning keyword cluster
Build dedicated "Success Stories" video case study hub page — matching Henderson's "Video Testimonials" and "Client Wins" separate pages structure
Video Case Study #2 live — dedicated SEO page, cross-posted to all channels
Video Case Study #3 live — repurpose as Instagram Reel, YouTube Short, Facebook native video
Set up blog resource hub: category structure for Mortgage Strategy, Property Investment, Client Stories, Provider Spotlight, Bank Insider Tips (new category — competitor gap)

Week 6 — Marketplace Full Launch & Local SEO

Lifestyle Marketplace full launch: 8–10 vetted provider profiles live with photos, descriptions, and referral links HIGH
GHL post-settlement email sequence updated: new "Your Lifestyle Marketplace" email sent to all recent clients
Co-marketing activation: each marketplace provider sends email/social post promoting their profile to their own audience
Fully optimise Google Business Profile: photos, services, posts, booking link, Q&A
Build 10–15 local citations: TrueLocal, Hotfrog, Yellow Pages AU, Mortgage Broker directories
Request Google reviews from settled clients using GHL automated sequence

Week 7 — Podcast Launch & SOAP Audit

Podcast/Vlog Episode 1 published: Perry interviews a buyer's agent or property strategist — "How Smart Aussies Are Using Equity to Build Wealth Right Now" HIGH
Episode repurposed: show notes blog post, YouTube upload, 3× social clips, email newsletter feature
A/B test SOAP Sequence email Subject lines 1–3 using GHL split testing
Create re-engagement sequence for cold leads (60+ days no activity)
Video Case Study #4 published — Month 1 cadence target hit
Provider Spotlight blog post #1: feature one Lifestyle Marketplace partner — contributes to SEO and social content

Week 8 — Awards, Buyer's Agent Partnerships & Podcast Ep 2

Submit Perry for industry awards: Rate My Agent Broker of the Year, MFAA Excellence Awards, Connective Elite Broker — Infinity's 12+ award wall is their primary credibility mechanism; Perry needs to begin building this HIGH
Podcast/Vlog Episode 2: Perry interviews an accountant specialising in property investors — "Tax Strategies Australian Property Investors Actually Use in 2026"
Formalise 3 buyer's agent referral partnerships in QLD and NSW — approach Henderson-style advocacy firms whose clients all need a mortgage broker. Track referrals via GHL source tags; offer co-branded content
Invite first buyer's agent partner as podcast guest — "How to Find and Fund an Investment Property in SEQ in 2026" — drives their audience into Perry's funnel
Identify 20 guest post opportunities: personal finance blogs, property investor forums
Mid-point reporting: organic traffic movement, GHL pipeline conversion rates, case study engagement, podcast downloads, competitor ranking comparison

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Compliance Note: All content referencing mortgage strategies, interest savings, and investment returns must carry appropriate ASIC disclaimers. Ensure Credit Guide is referenced in all lead-capture flows. Liaise with your compliance team before publishing numerical financial claims in blog content or podcast show notes.

Conversion Optimisation & Smart Funnel Architecture

Days 61–90 · CRO, Paid Testing, E-Learning Scoping & Redevelopment Brief

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Phase 3 Goal: Maximise conversion from existing traffic, prove the value of all three differentiators through data, begin scoping the future e-learning course, and deliver a complete Smart Funnel Architecture brief — so the website redevelopment begins with a proven, data-backed blueprint rather than guesswork.

Week 9 — CRO & Case Study Performance

Analyse heatmap and session data from Clarity — rage clicks, scroll depth, exit points on key pages HIGH
A/B test Webinar Registration page: pain-led headline (A) vs outcome-led headline (B)
Test Strategy Call booking page: add Perry's photo, 30-sec video intro, guarantee statement
Identify top 2 performing Video Case Study pages — review which case study format (outcome-led vs journey-led) generates more bookings
Publish Video Case Studies #5–8 (Month 2 cadence) — continuing 4/month rhythm

Week 10 — Paid Testing & Podcast Episodes 3–4

Launch $20–30/day Meta retargeting campaign — website visitors and webinar registrants, NSW & QLD, age 35–54 HIGH
Test 3 ad creatives: Video Case Study clip, "Are you paying the banks $574,000 in interest?" hook, and Podcast clip teaser
Launch Google Search campaign: 5 high-intent keywords — dedicated landing page, not homepage
Podcast Episode 3: Perry interviews a financial planner — scope to include as future e-learning module
Podcast Episode 4: "How We Helped [Client] Pay Off Their Mortgage in 8 Years" — Perry in conversation with a real client (with consent)

Week 11 — Funnel Architecture & E-Learning Scoping

Document full Smart Funnel map: Traffic Sources → TOFU Pages → Lead Magnets → SOAP → Discovery Call → Qualification → Salestrekker HIGH
Define 5 core funnel pages for redevelopment: Home, Webinar Registration, Strategy Call Booking, About Perry, Resources Hub (includes case study library, podcast, marketplace)
Map all GHL automations to funnel stages — identify gaps and redundancies
E-Learning Course Scoping Document: identify top 3 podcast themes generating most engagement → define as potential course modules; select platform (Kajabi / Teachable / Thinkific); map to existing content assets
Create wireframes and content briefs for all 5 core funnel pages

Week 12 — Handover, Report & Scale Brief

Compile full 90-day performance report: organic traffic, leads, bookings, email metrics, case study engagement, podcast downloads, marketplace click-throughs HIGH
Deliver Smart Funnel Architecture Document: wireframes, content briefs, GHL integration map, tracking requirements, e-learning pathway brief
Identify top-performing content for new site (preserve URLs where possible for SEO equity)
Define technical requirements for website redevelopment: CMS, speed, GHL integration, video embeds, podcast player, marketplace directory, booking widget
Brief web developer — commence redevelopment in parallel with ongoing Phase 2+ content execution

Smart Funnel Architecture — Core Components

Funnel Stage	Page / Asset	Primary Goal	GHL Integration
TOFU — Awareness	Blog Posts ("Bank Insider" series), Video Case Studies, Podcast Episodes, Social Clips, TikTok tips	Organic discovery via competitor keyword gaps, email capture, trust-building	Lead magnet → GHL contact created + tagged by source (blog/social/podcast/TikTok)
MOFU — Consideration	Evergreen Webinar (homepage hero CTA, matching Infinity's primary funnel step) + Lifestyle Marketplace	Webinar sign-up, explore preferred providers, build relationship with Perry	SOAP email sequence triggered; marketplace viewed = engagement tag
MOFU — Nurture	5-email SOAP Sequence + Podcast follow-up emails + "Bank Insider" tips series	Build trust, overcome bank-loyalty objections, nurture with Perry's insider knowledge	Automated GHL workflow — podcast episodes and Bank Insider tips as value-add emails
BOFU — Conversion	Strategy Call Booking Page	Book paid Discovery Call ($1,495)	Calendar booking → GHL opportunity; e-sign consent flow
Post-Conversion	Onboarding, Client Journey + Lifestyle Marketplace Access	Deliver value, generate referrals, deepen relationship — compete with Infinity's "financial trainer" model	Salestrekker handoff + marketplace welcome email + referral sequence
Future — E-Learning	Short Course (Kajabi/Teachable)	Authority positioning, passive lead nurture — filling the e-learning gap all three competitors currently leave open	Course sign-up → GHL tag → targeted follow-up sequence

Recommended Tool Stack — Illuminate Uplift

GA4

Google Analytics 4

Conversion tracking, traffic attribution, behaviour analytics — free

GSC

Google Search Console

Keyword ranking, crawl errors, indexation, Core Web Vitals

Microsoft Clarity

Free heatmaps and session recordings — no sampling, no limits

GHL

GoHighLevel

CRM, email, SMS, pipeline, automations, booking, e-sign, post-settlement sequences

POD

Podcast Hosting Platform

Episode hosting, RSS distribution to Spotify, Apple Podcasts, YouTube auto-sync

Salestrekker

Application lodgement and post-qualification pipeline handoff

Plan 2 of 2

MoDo — 90-Day Go-To-Market Launch Plan

A fully agile, sprint-based launch framework for MoDo — building the digital brand from the ground up, integrating all publishing and management platforms into a unified, fast-moving content engine. Three powerful differentiators give MoDo an immediate competitive edge in the crowded Australian property and mortgage market — from day one.

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What the Competition Teaches MoDo

Infinity uses a dual-brand model (Infinity Group + Money Mentor) to separate corporate credibility from content personality — MoDo is Perry's equivalent of "Money Mentor." Henderson leads with bold, aspirational language and a Knowledge Hub that makes them the go-to information resource in their space. MoDo must launch with that same content authority from Day 1, not build to it. Every element of the MoDo GTM below is informed by what these two competitors do well — and where they leave the door wide open. Full analysis on the Competitor Intelligence tab.

Three Points of Difference — Baked Into Every Sprint

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Video Case Studies — 4 Every Month, Built to Convert

A steady monthly pipeline of real Aussie success stories — each video becomes a standalone digital marketing asset with its own SEO-optimised landing page, social distribution, and lead-capture CTA embedded throughout.

MoDo-Specific Integration Plan

Sprint 1 (Days 1–14): Set up video production workflow — brief template, interview question bank, consent forms, filming/remote recording process, branded intro/outro, thumbnail templates
Sprint 2 (Days 15–28): Publish first 2 Video Case Studies — dedicated pages on MoDo website, structured with SEO title, story narrative, outcome metrics, and booking CTA
Each video is natively uploaded to Facebook, YouTube, Instagram Reels, and TikTok — not just linked — via the unified publishing platform for maximum organic reach
GHL integration: each case study page has an embedded booking widget — video views and page scroll depth tracked as lead-intent signals
Month 2 onward: maintain 4 video case studies per month — treated as the most powerful organic funnel asset in the MoDo content mix
Quarterly refresh: update older case studies with new footage, updated numbers, and fresh thumbnails to maintain SEO relevance

Sprint 2 Launch · 4 Videos/Month from Month 2 · 10+ by Day 90

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Lifestyle Marketplace — A Community Hub for Homeowners

MoDo's Lifestyle Marketplace positions the brand as more than a mortgage broker — it's a trusted ecosystem for Aussie homeowners at every stage of their property journey. Drives repeat visits, referral traffic, and co-marketing from every partner.

Sprint-by-Sprint Build Plan

Sprint 1: Marketplace architecture defined in CMS — category pages, provider card design, referral link tracking, enquiry form connected to GHL
Sprint 2–3: Recruit and onboard 8–10 founding preferred providers across: Whole-home water filtration, Blinds & awnings, Energy-efficient white goods, Strategic professional services (accountants, buyer's agents, legal, financial planning)
Each provider gets a branded profile page — photo, service description, why MoDo recommends them, and a tracked referral link
Co-marketing from Day 1: every provider is contractually required to mention their MoDo preferred status to their own clients and audiences — instant referral traffic
Sprint 4–5: Provider Spotlight content series — one featured provider per week in social posts, email newsletter, and a short blog post — generates fresh content without additional production effort
Sprint 6: Review marketplace performance — add high-performing provider categories, remove underperformers, introduce tiered partnership options for premium placement

Architecture: Sprint 1 · Soft Launch: Sprint 3 · Full Launch: Sprint 4

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Podcast & Vlogs — Perry as the Authority Host + E-Learning Pathway

Perry leads expert conversations that build an organic following, establish authority through association, and naturally flow into a future e-learning product — creating a complete content ecosystem from awareness through to paid education.

Launch Roadmap & E-Learning Future State

Sprint 1 (Days 1–14): Name and brand the podcast — register on all platforms, set up cover art aligned to MoDo brand, prepare first 3 episode guest briefs
Sprint 2 (Days 15–28): Record and publish Pilot Episode — Perry in conversation with a buyer's agent covering the SEQ property market outlook for 2026; full repurposing workflow activated from Day 1
Cadence: 2 episodes per month — each episode triggers: a blog post (show notes + key insights), YouTube video, 3+ social clips, LinkedIn article, and email newsletter feature
Guest strategy doubles as a growth channel: each guest promotes their episode to their audience — every interview is a co-marketing activation
Podcast episodes categorised by theme (mortgage structure, equity strategy, investment property selection, tax) — these themes map directly to future e-learning modules
E-Learning Course (Month 4–6 target): Package the 3 most-consumed podcast themes into a structured short course — free (email-gated) or low-cost paid entry. Hosted on MoDo website. Builds email list, positions Perry as the definitive authority, and creates an always-on lead nurture asset that works 24/7.

Pilot: Sprint 2 · 2 Episodes/Month · E-Learning Scoping: Day 60 · Launch: Month 5–6

Phase 1

Build the Foundation

Days 1–30

Phase 2

Launch the Engine

Days 31–60

Phase 3

Amplify & Optimise

Days 61–90

Agile Working Framework — 2-Week Sprint Model

Sprint Cadence

2-week sprints with defined deliverables, backlog grooming every Monday morning

Daily Standup

15-min async update — what shipped, what's next, any blockers. Written or short video

Sprint Review

End of each sprint: review all KPIs against targets, adjust priorities for the next sprint

Task Management

Trello / Notion / ClickUp — all tasks visible, prioritised (P1/P2/P3), assigned, and time-tracked

Live Dashboard

Google Looker Studio — traffic, rankings, social growth, leads, video views, podcast downloads

Fast Edit Protocol

All content editable via CMS with no developer needed — RankMath handles on-page SEO inline

Build the Foundation

Days 1–30 · Website, Brand, SEO Infrastructure, Channels & Differentiator Setup

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Phase 1 Goal: Get MoDo operational across all digital touchpoints — fast. Website live with SEO infrastructure, all social channels branded and connected to the unified publishing platform, analytics tracking from Day 1, and the groundwork laid for all three differentiators: video production workflow, marketplace architecture, and podcast registration.

Week 1 — Brand & Website Build

Finalise MoDo brand assets: logo variants, colour palette, typography, icon set, photography/video style guide — tone must be bolder and more confident than Illuminate's current palette, closer to Henderson's "stop making excuses" energy HIGH
Register domain + set up fast Australian hosting (WP Engine / Kinsta / Cloudways)
Build core website: Home, About, Services, Blog, Podcast/Vlog Hub ("Your Property Playbook" equivalent — MoDo's own named podcast hub), Lifestyle Marketplace, Client Stories (Video Case Studies), Contact — mobile-first
Site architecture informed by Henderson's "Know" hub model: every section designed to be a destination, not just a page. MoDo must be the knowledge authority in the mortgage + property space Henderson leaves open
Install RankMath Pro — configure SEO settings, XML sitemap, schema templates (VideoObject + Podcast schema from Day 1, something neither competitor has properly implemented), redirects, 404 monitoring
Connect SearchAtlas: set up AU market project, import keyword targets informed by Infinity and Henderson keyword gap analysis, configure rank tracking
Install GA4 with full conversion tracking BEFORE any content goes live

Week 2 — Social Channels & Publishing Platform

Create and fully brand all social channels: Facebook Business Page, Instagram, LinkedIn Company Page, YouTube Channel, TikTok, Google Business Profile HIGH
Consistent branding across ALL channels — profile photo, banner, bio, website link, contact details from MoDo brand kit
Set up unified publishing and social management platform — enabling direct posting across all channels from a single system with scheduling, approval workflows, UTM auto-tagging, and performance analytics
Connect all social accounts — test posting workflow end-to-end before launch
Set up social listening: MoDo brand name, Perry Walton, competitor names, key topic hashtags
Register and brand podcast series — submit RSS to Spotify, Apple Podcasts, Google Podcasts, Amazon Music

Week 3 — SEO Architecture & Content Framework

Use SearchAtlas to build full keyword cluster map: mortgage strategy, investment property, home loan refinance — all Australian market intent HIGH
Assign keyword clusters to URL structure — map site architecture before writing a single piece of content
Configure RankMath schema: Organisation, WebSite, BreadcrumbList, LocalBusiness, Service, VideoObject, Podcast
Set up Google Search Console and Bing Webmaster Tools — submit sitemap
Set up Microsoft Clarity heatmaps and session recording on all key pages
Build video case study production brief: interview question bank, consent form template, filming guide, branded thumbnail template

Week 4 — Content Pipeline & First Assets Live

Build 90-day content calendar: blog, podcast, video case studies, social, email — all mapped to keyword clusters and funnel stages MED
Define content repurposing workflow: Blog → Email → LinkedIn → 3× social posts → Video → Quote card
Publish first 2 Video Case Studies — dedicated SEO pages live, cross-posted to all social channels
Record Podcast Pilot Episode with first guest — publish by Day 28
Lifestyle Marketplace architecture live on website — category pages, provider card template, enquiry form → GHL
Produce first pillar blog post: "How to Pay Off Your Home Loan Faster Using an Investment Property in Queensland" — published and indexed

Social Channel Brand Checklist — Day 14 Targets

Facebook Business Page

Instagram Business Profile

LinkedIn Company Page

YouTube Channel

TikTok Profile

Google Business Profile

Podcast on Spotify

Unified Platform Connected

UTM Tracking Live

First Post Published

Launch the Content Engine

Days 31–60 · Full Publishing Cadence, Marketplace Launch & Community Building

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Phase 2 Goal: Execute a consistent, high-quality publishing cadence across all channels. Launch the Lifestyle Marketplace with its first cohort of preferred providers. Hit the 4 video case studies per month cadence. Publish 2 podcast episodes per month. Use SearchAtlas data to guide every piece of content. Build an engaged community in the Australian property and finance space.

Weeks 5–6 — Full Content Cadence & Competitor Gap Targeting

Blog: 2–3 posts per week — all keyword-targeted via SearchAtlas content briefs, all scored via RankMath. Priority topics: gaps left by Infinity (thin news section) and Henderson (no mortgage content) — Perry owns both angles from Day 1 HIGH
Publish MoDo's hero competitive content piece: "What Banks Don't Tell You About Your Home Loan — Straight From a Former Bank Insider" — designed to outrank Infinity's "mortgage-free" content and fill Henderson's mortgage knowledge gap simultaneously
Social: 5+ posts per week across all channels via unified platform — Education (40%), Social Proof/Case Studies (25%), Behind-the-Scenes (20%), Direct CTA (15%)
Video Case Studies #3 and #4 published — Month 1 total: 4 videos live. Format informed by Henderson's "Client Wins" page model — outcome numbers front and centre
Podcast Episodes 2 and 3 published — Infinity's Money Mentor Podcast is the benchmark in terms of distribution. MoDo must be on every platform Infinity is on from episode 1
All content passes through approval workflow in unified platform before publishing

Weeks 7–8 — Marketplace Launch & Community

Lifestyle Marketplace full launch: 8–10 vetted provider profiles live — photos, descriptions, referral links, enquiry forms HIGH
Co-marketing activation: each provider sends email/social promotion to their own audience on launch day
GHL integration: new and existing clients receive "Your MoDo Lifestyle Marketplace" email post-settlement
Provider Spotlight content series begins: 1 featured provider per week as social post + blog
Active community engagement: respond to every comment within 24 hours, contribute to 3–5 AU property Facebook Groups and LinkedIn communities as a trusted resource
Reach out to 10 micro-influencers and 3 potential podcast guests for Month 2 episodes

Content Repurposing Workflow — One Piece, Many Channels

Source Asset	Repurposed Into	Platform	Turnaround
Pillar Blog Post	Email newsletter excerpt + CTA	Email platform	Same week
	LinkedIn long-form article (adapted)	LinkedIn via unified platform	3 days after blog
	3× short-form social posts (hooks from subheadings)	Facebook, Instagram, TikTok	Spread across the week
	YouTube explainer video (8–12 min)	YouTube + TikTok short clip	Within 7 days
Video Case Study	Before/after carousel (outcome numbers)	Instagram + LinkedIn	Day of publish
	Native video clip (<90 sec highlight)	Facebook, TikTok, Instagram Reels, YouTube Shorts	Same week
Podcast Episode	Show notes blog post + key insights	Website	Day of release
	3× social quote cards from best lines	All channels via unified platform	Day of release
	Email newsletter feature with episode CTA	Email platform	Same week
Marketplace Provider Spotlight	Social post, blog post, email mention	All channels	Weekly rotation

Amplify & Optimise

Days 61–90 · Paid Amplification, E-Learning Scoping & Full Performance Review

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Phase 3 Goal: Use 60 days of real data to double down on what's working. Introduce targeted paid amplification — prioritising Video Case Study clips and Podcast episode teasers as ad creatives. Begin formal scoping of the e-learning course. Deliver a complete Day 90 performance report and a validated, data-backed scale plan for the next 90 days.

Weeks 9–10 — Data Review, Competitor Benchmarking & Doubling Down

Sprint 5 Review: identify top 3 performing content types, top 2 social channels by engagement — allocate 70% production effort to these HIGH
Run competitor ranking comparison in SearchAtlas: check where Infinity and Henderson are ranking for MoDo's target keywords — identify any Page 1 positions being held by competitors that MoDo content can displace with fresh, more specific content
Analyse which Video Case Study formats generate the most booking CTAs — replicate for Month 3 videos (#9–12). Use Henderson's "Client Wins" page structure as the visual benchmark
Review podcast episode performance: which topics generated the most shares and website traffic — inform e-learning module selection (note: neither Infinity nor Henderson has a visible e-learning product, giving MoDo a first-mover advantage)
Optimise highest-traffic blog posts: refresh CTAs, improve internal links, add FAQ schema, update data
Submit MoDo / Perry for first round of industry awards — Rate My Agent, MFAA, Connective. Infinity's award wall is built over years; begin now

Weeks 11–12 — Paid Launch & E-Learning Scope

Launch Meta ads: $25–50/day targeting NSW & QLD, age 35–54 — use best-performing Video Case Study clip as primary creative HIGH
Boost top 2–3 organic posts via unified platform — amplify already-proven content
Launch Google Search campaign for 5–10 core MoDo transactional keywords — dedicated landing page
E-Learning Course Scoping: identify 3 course modules from most-consumed podcast themes; select hosting platform (Kajabi/Teachable/Thinkific); map to existing podcast and video assets; define pricing model (free gated / paid entry)
Full Day 90 performance report: all channels, all KPIs, CPL per channel, ROI, content performance vs targets
Deliver Month 4–6 scale plan: content calendar, paid budget, partnership pipeline, e-learning launch timeline

90-Day Sprint Schedule — MoDo

Sprint 1 — Days 1–14

Website live. All social channels branded. Unified platform connected. Analytics tracking active. Podcast registered on all platforms.

Sprint 2 — Days 15–28

SEO architecture complete. First 2 Video Case Studies published. Podcast Pilot Episode live. Marketplace architecture on website. First pillar blog post indexed.

Sprint 3 — Days 29–42

Content engine at full velocity. 4 video case studies published (Month 1 complete). Podcast Episodes 2 & 3 live. Email nurture active. 8–10 marketplace providers onboarded.

Sprint 4 — Days 43–56

Marketplace full launch with co-marketing activation. Provider Spotlight content series running. Community engagement programme active. Guest podcast pipeline secured.

Sprint 5 — Days 57–70

Performance data review: double down on top performers. Paid amplification begins using Video Case Study clips. E-learning scoping document in progress.

Sprint 6 — Days 71–90

Full paid campaign running. 10+ Video Case Studies live. 6+ podcast episodes. 1,000+ social followers target. Day 90 report & Month 4–6 scale plan delivered.

MoDo Integrated Technology Stack

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Architecture Principle: Every platform connects to every other. Content published once reaches all channels. Every lead is captured, tagged, and tracked from first touch to conversion. Video case studies, podcast episodes, and marketplace interactions all feed back into GHL as trackable lead-intent signals. No silos — full visibility, always.

Category	Platform	Role in MoDo Stack	Integration
Website CMS	WordPress (fast AU hosting)	Website, blog, podcast hub, video case study library, marketplace directory, landing pages	RankMath + SearchAtlas + GA4 + GHL forms embedded
On-Page SEO	RankMath Pro	All on-page optimisation, schema (incl. VideoObject + Podcast), sitemaps, redirects	Native WordPress — inline editing before every publish
SEO Intelligence	SearchAtlas	Keyword research, content briefs, rank tracking, competitor intel, backlink analysis	Informs editorial calendar; weekly rank report
Analytics	GA4 + Google Search Console	Traffic, conversions, behaviour, organic search, video/podcast page performance	Looker Studio dashboard — all KPIs in one place
Social Publishing	Unified Social Management Platform	Schedule and publish across ALL channels from one dashboard — approval workflow, UTM auto-tagging, analytics, team access	All social accounts connected; analytics feed into Looker Studio
CRM & Automation	GoHighLevel	Lead capture, nurture sequences, pipeline, booking, e-sign, post-settlement marketplace email, podcast follow-up sequences	Website forms, social leads, video case study CTAs → GHL
Podcast Hosting	Buzzsprout / Podbean	Episode hosting, RSS distribution, listener analytics, auto-publish to Spotify / Apple / YouTube	Embed player on website; episode links tracked via UTM in email and social
Video Hosting	YouTube + native social uploads	Video Case Study hosting, YouTube SEO, embed on website case study pages	Native uploads to YouTube, Facebook, Instagram, TikTok — not cross-linked redirects
E-Learning (Future)	Kajabi / Teachable / Thinkific	Short course hosting — free (email-gated) or paid entry; builds list and positions Perry as the Authority	Course sign-up → GHL tag → targeted follow-up sequence → strategy call CTA
Heatmaps	Microsoft Clarity	Session recordings, heatmaps, scroll depth — all key pages incl. case study and marketplace pages	GA4 custom events for comparison
Reporting	Google Looker Studio	Single live dashboard: all KPIs, all channels, video views, podcast downloads, marketplace clicks — updated automatically	Pulls from GA4, GSC, social APIs, GHL exports

Competitor Deep Research

Competitive Intelligence — Infinity vs Henderson vs Illuminate

Direct research across all three websites, conducted March 2026. This analysis identifies what Infinity Group (Graeme Holm) and Henderson Advocacy (Jack Henderson) do well, where they fall short, and the precise strategic gaps Perry can own in both the Illuminate uplift and MoDo launch.

Brand-by-Brand Breakdown

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Infinity Group Australia

Graeme Holm · infinity.com.au · Southport QLD + 4 states

Multi-Award Winner National Scale Team Brand, Not Personal

Infinity operates as a full financial transformation business — mortgage broking, debt reduction strategy, wealth creation education, and live events. They have built a national brand with multiple award categories, a team of 10+ brokers, offices across QLD, NSW, and VIC, and a separate "Money Mentor" content brand for Graeme personally.

What They Do Well

Two-step webinar → live masterclass funnel with dedicated "Money Mentor" sub-brand driving cold traffic separately to the corporate Infinity brand
Strong podcast presence: "Money Mentor Podcast" distributed across Spotify, Apple Podcasts, and YouTube — consistent organic content engine
Active on TikTok (@therealmoneymentor), Instagram, YouTube, Facebook, and LinkedIn — full omni-channel social presence
Compelling 7–10 year mortgage-free promise front and centre — specific outcome, not vague service description
National awards wall (Rate My Agent National Broker of Year 2022, 2024; MPA Top Brokerage 2023, 2025; AB 5-Star 2025) — third-party credibility at scale
Team of 10+ named brokers — presents scale and redundancy, reassures clients they won't be left stranded
Positioning as "full-time personal trainer for your finances" — ongoing accountability relationship, not transactional loan writing

Where They Leave the Door Open

With 10+ brokers and national scale, the personal "Perry knows your name" relationship is impossible — it's a business, not a person
No Lifestyle Marketplace or broader homeowner value-add — purely financial transformation, nothing beyond the loan
Website is lead-funnel heavy with very little educational content — blog/news section is thin. SEO content gap Perry can own
Graeme's personal brand is the draw, but clients get handed to the team — potential disconnect between the "Graeme experience" promised and the broker delivered
E-learning/course product not visible on main site — content education play incomplete

Key Lesson for Perry: Match the webinar funnel sophistication — beat them on personal depth and "Bank Insider" credibility

Henderson Advocacy

Jack Henderson · henderson.com.au · National Buyer's Agent

Bold Content Strategy Knowledge Hub Adjacent — Not Direct Competitor

Henderson is a buyer's agent and property advocacy firm — not a mortgage broker. However they compete for exactly the same audience (Aussie property investors and aspiring homeowners aged 30–50) at a different stage of the journey. Henderson's clients all need a mortgage broker — creating a natural referral partnership opportunity. Their digital strategy is one of the most sophisticated in the Australian property space.

What They Do Well

"Free Scaling Roadmap: Scale to $50M in Property" lead magnet — bold aspirational entry point that makes their audience feel ambitious, not just cautious
Comprehensive Knowledge Hub ("Know" section): blogs, podcasts, TikTok content, and eBooks — true content authority positioning, not just a service listing
"Your Property Playbook" podcast — Jack as the authoritative host, matching Perry's potential positioning exactly
83% of properties bought off-market — a single, specific, powerful proof point that dominates their positioning
Active national presence: Sydney, Newcastle, Melbourne, Brisbane, Perth, Adelaide — national brand with local depth
Private Wealth tier for high-net-worth clients — premium service segmentation to extract higher LTV from top-end clients
Bold, confident tone: "Stop making excuses, start making moves" — challenges the audience, doesn't coddle them
Simple conversion flow: Calendly discovery call booking, no friction, no gatekeeping

Strategic Opportunity for Perry

Henderson's clients all need mortgage brokers — formalise a referral partnership with Henderson-type buyer's agents nationally (starting QLD and NSW)
Henderson's Knowledge Hub model is the blueprint for Illuminate's resource section and MoDo's content strategy — replicate the depth, own the mortgage angle they leave empty
Henderson has no Lifestyle Marketplace, no webinar funnel, and no ongoing client relationship tools — Perry can offer more lifecycle value
Perry's "Bank Insider" story is the equivalent of Henderson's "83% off-market" — one specific, powerful claim that sticks. Must be surfaced more prominently on Illuminate

Key Lesson for Perry: Henderson's content boldness + Jack's podcast = the exact model for Perry's Podcast/Vlog series and MoDo Knowledge Hub

Illuminate Home Loans — Current State

Perry Walton · illuminatehomeloans.com.au · QLD & NSW

Genuine Personal Service 20yr Bank Insider Positioning Undersold

Illuminate has all the raw ingredients — a compelling backstory (20 years inside banking as a lending specialist), genuine personal service, access to 45+ lenders, strong client testimonials, and calculators that competitors lack. The website positions Perry as helpful and approachable, but fails to capitalise on his unique "Bank Insider" credibility or translate it into a bold, outcome-based promise that competes with Infinity's "mortgage-free in 7–10 years."

Current Strengths to Build On

Perry's 20 years inside banking as a lending specialist is the single most powerful differentiator in this competitive set — no competitor has this story. Infinity is a financial coach, Henderson is a buyer's agent. Perry is "the banker who switched sides."
Genuine 1:1 personal service — every client talks to Perry, not a team of 10. Increasingly rare and valuable as competitors scale
Strong calculator suite (borrowing power, repayment, stamp duty, purchase cost, loan comparison) — more than either competitor offers
Real, named client testimonials with specific outcomes — authentic social proof that larger brands struggle to replicate
Access to 45+ lenders — competitive breadth clearly communicated

Current Gaps vs Competitors

No bold, specific outcome promise equivalent to Infinity's "mortgage-free in 7–10 years" — current headline "home loans without the confusion" is process-focused, not transformation-focused
No webinar or event funnel visible on homepage — Infinity's primary lead generation mechanism is completely absent from Illuminate's main page
No podcast, no video series, no content hub — both competitors have these. Illuminate is invisible in content discovery
No lead magnet or email capture beyond contact form — no database building strategy evident
No industry awards mentioned anywhere on the site — Infinity's award wall creates instant credibility at scale
Blog/Learn section exists but appears thin on SEO-targeted content — no keyword strategy evident in published content
No video case studies — client testimonials are text only, which both competitors are moving beyond

90-Day Priority: Reposition Perry as "The Bank Insider" and build the funnel + content engine to match Infinity's sophistication with boutique personal depth

Head-to-Head Feature & Capability Gap Map

Capability	Infinity (Graeme Holm)	Henderson (Jack Henderson)	Illuminate (Perry — Current)	Illuminate (Perry — Day 90 Target)
Bold Outcome Promise	✔ "Mortgage-free in 7–10 years"	✔ "Scale to $50M in Property"	✘ Process-focused only	✔ "The Bank Insider strategy to pay off your home in 7–10 years"
Webinar / Event Funnel	✔ Free webinar → live masterclass	✘ Not present	◑ Exists but not promoted on homepage	✔ Homepage hero CTA, dedicated page, SOAP sequence
Lead Magnet	✔ Webinar registration	✔ Free Scaling Roadmap (eBook)	✘ Contact form only	✔ "Mortgage Health Check" report + webinar
Podcast / Audio Content	✔ Money Mentor Podcast (Spotify, Apple, YouTube)	✔ Your Property Playbook	✘ None	✔ Perry's Podcast — launched Day 30
Video Case Studies	◑ Success Stories page (mixed format)	✔ Video Testimonials + Client Wins pages	✘ Text testimonials only	✔ 4 video case studies per month from Day 28
Content Knowledge Hub	◑ News section — thin	✔ "Know" hub: blogs, podcasts, TikTok, eBooks	◑ Blog/Learn section — limited SEO targeting	✔ Full resource hub: blog, podcast, case studies, marketplace, calculators
Social Media Presence	✔ Facebook, Instagram, TikTok, YouTube, LinkedIn, Spotify	✔ Facebook, Instagram, LinkedIn, TikTok	✘ Facebook pixel installed — no evidence of active social strategy	✔ All 6 channels active, unified publishing platform
Industry Awards	✔ 12+ national awards displayed prominently	✘ Not displayed	✘ Not displayed	◑ Submit for MFAA, Rate My Agent awards in Phase 2
Lifestyle Marketplace	✘ Not present	✘ Not present	✘ Not present	✔ Unique differentiator — full launch Day 60
E-Learning / Course	✘ Not visible on website	✘ Not present	✘ Not present	✔ Scoped by Day 60, launched Month 4–6
Referral Partner Network	◑ Implied via real estate team	✔ National buyer's agent partnerships	✘ Not visible	✔ Formalised accountant + buyer's agent network from Phase 2
Personal "Bank Insider" Story	✘ Financial coach positioning — no banking background claimed	✘ Buyer's agent only	◑ Mentioned on About page — not front and centre	✔ Homepage hero, all content, all ads. Perry's #1 differentiator
Lender Access (breadth)	◑ Not prominently stated	✘ N/A — buyer's agent	✔ 45+ lenders prominently stated	✔ Maintained and expanded messaging

Key Strategic Findings — What This Means for the 90-Day Plans

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Finding 1 — Perry's Unique Position Is Undersold

No competitor in this set has Perry's background. 20 years as a lending specialist inside Australian banks is a story neither Graeme Holm nor Jack Henderson can tell. It must become Perry's primary positioning hook — not a paragraph on the About page.

Recommended Positioning Line

"The Bank Insider" — Perry spent 20 years learning what banks don't want you to know about home loans. Now he uses that knowledge to help everyday Australians pay off their mortgage faster, build wealth through property, and win back their financial freedom.
This framing directly addresses the ICP's distrust of banks while validating Perry's expertise — a combination no competitor replicates
Apply this positioning across: homepage hero, webinar hook, podcast intro, all ads, and every piece of SOAP email content
Infinity's Graeme Holm is a "Money Mentor" — a financial educator. Perry is "The Bank Insider" — someone who defected from the system to help clients beat it. Fundamentally different emotional register

Action: Rewrite homepage hero in Week 3 of Phase 1

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Finding 2 — Henderson is a Referral Partner, Not Just a Competitor

Henderson Advocacy's clients all need a mortgage broker. They operate nationally and send buyers into auctions across Sydney, Brisbane, Melbourne, Perth, and Adelaide. A formalised referral partnership would give Perry a continuous stream of pre-qualified, property-ready leads.

Partnership Strategy

Approach Henderson-type buyer's agents across QLD (SEQ) and NSW (Sydney metro) in Phase 2 with a formalised referral structure — tracked via GHL source tags
Offer a co-branded "Property Purchase Finance Guide" as a lead magnet both parties distribute to their audiences
Invite buyer's agents as podcast guests — generates their audience exposure for Perry while cementing the relationship
Henderson's "83% off-market" proof point model shows the power of a single specific claim — Perry needs his equivalent. Suggested: "100% application approval rate" (already on Illuminate's site — needs to be the hero stat)

Action: Formalise 3 buyer's agent partnerships in Phase 2, Weeks 6–8

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Finding 3 — Infinity's Funnel Model is the Benchmark to Beat

Infinity's two-step webinar → live masterclass funnel is their primary revenue engine. Their homepage is built around a single CTA: register for the webinar. Perry has a webinar but it's not the homepage hero. This must change in Week 3 of Phase 1 to match Infinity's conversion architecture.

Funnel Parity + Superiority Actions

Homepage redesign: make the webinar registration the primary above-fold CTA — not the contact form
Infinity runs a webinar → masterclass two-step. Perry can match this: Webinar → Strategy Call ($1,495) — the paid Discovery Call is Perry's equivalent of the "Masterclass" conversion step
Infinity's TikTok (@therealmoneymentor) drives cold top-of-funnel to webinar. Perry needs this same cold traffic mechanism — short-form video content is the entry point competitor audiences first encounter
Infinity displays 12+ awards. Perry should immediately submit for: MFAA Excellence Awards, Rate My Agent Broker of the Year, Connective Elite Broker. Award submission is a Phase 2 task
Infinity's "personal financial trainer" positioning is about accountability. Perry's "Bank Insider" positioning is about insider knowledge. Perry wins on credibility; Infinity wins on accountability. Perry can combine both

Action: Homepage webinar CTA as hero — Week 3. Award submissions — Phase 2

10 Immediate Actions Informed by Competitor Research

#	Action	Informed By	Phase
1	Rewrite homepage hero: lead with "The Bank Insider" hook + webinar CTA — not process description	Infinity homepage hero + Henderson's bold tone	Phase 1 — Week 3
2	Add Illuminate's 100% application approval rate as the homepage hero stat — equivalent to Henderson's "83% off-market"	Henderson's single dominant proof point model	Phase 1 — Week 3
3	Build "Bank Insider" pillar content: "What Your Bank Doesn't Want You to Know About Your Mortgage" — 2,500+ words	Gap in competitor content — neither covers this angle	Phase 2 — Week 5
4	Set up TikTok account and begin short-form "Bank Insider tip" content — 30–60 sec, posted 3×/week	Infinity's @therealmoneymentor + Henderson's TikTok strategy	Phase 1 — Week 4
5	Create "Mortgage-Free in 7–10 Years" specific landing page — directly competing with Infinity's core promise	Infinity's primary outcome promise	Phase 2 — Week 5
6	Launch "Mortgage Health Check" lead magnet eBook — equivalent to Henderson's "Free Scaling Roadmap"	Henderson's aspirational free lead magnet model	Phase 1 — Week 3
7	Submit Perry for Rate My Agent Broker of the Year, MFAA Excellence Awards, and Connective Elite Broker Award	Infinity's 12+ national awards as primary trust signal	Phase 2 — Week 6
8	Approach 3 buyer's agents (QLD and NSW) for formalised referral partnerships with GHL source tracking	Henderson's buyer's agent audience = Perry's ideal referral source	Phase 2 — Week 7
9	Invite buyer's agent as first podcast guest: "How to Find and Fund an Investment Property in SEQ in 2026"	Henderson's "Your Property Playbook" podcast format	Phase 2 — Week 7
10	Build a dedicated "Success Stories" video case study hub page — separate from text reviews, matching Henderson's video testimonial structure	Henderson's Video Testimonials + Client Wins pages	Phase 2 — Week 5

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The Competitive Conclusion

Infinity wins on scale, awards, and funnel sophistication. Henderson wins on content boldness and knowledge authority. Neither wins on what Perry has exclusively — a 20-year career inside the banks they're all trying to beat. "The Bank Insider" is a category Perry can own entirely. The 90-day plans above are engineered to claim that position before either competitor realises it exists.

90-Day Smart GrowthStrategy Plans

Illuminate Home Loans — 90-Day Smart Market Uplift

Competitive Intelligence — What the Research Reveals

Video Case Studies — Real Results, Real Aussies

How This Integrates in the 90-Day Plan

Lifestyle Marketplace — Preferred Providers for Homeowners

Marketplace Categories & Launch Approach

Podcast & Vlogs — Perry as the Authoritative Host

Format, Cadence & Future Pathway

Phase 1

Phase 2

Phase 3

Diagnose & Quick Wins

Traffic & Trust Building

Conversion Optimisation & Smart Funnel Architecture

Smart Funnel Architecture — Core Components

Recommended Tool Stack — Illuminate Uplift

Google Analytics 4

Google Search Console

Microsoft Clarity

GoHighLevel

Podcast Hosting Platform

Salestrekker

MoDo — 90-Day Go-To-Market Launch Plan

What the Competition Teaches MoDo

Video Case Studies — 4 Every Month, Built to Convert

MoDo-Specific Integration Plan

Lifestyle Marketplace — A Community Hub for Homeowners

Sprint-by-Sprint Build Plan

Podcast & Vlogs — Perry as the Authority Host + E-Learning Pathway

Launch Roadmap & E-Learning Future State

Phase 1

Phase 2

Phase 3

Agile Working Framework — 2-Week Sprint Model

Build the Foundation

Social Channel Brand Checklist — Day 14 Targets

Launch the Content Engine

Content Repurposing Workflow — One Piece, Many Channels

Amplify & Optimise

90-Day Sprint Schedule — MoDo

MoDo Integrated Technology Stack

Competitive Intelligence — Infinity vs Henderson vs Illuminate

Infinity Group Australia

Henderson Advocacy

Illuminate Home Loans — Current State

Finding 1 — Perry's Unique Position Is Undersold

Recommended Positioning Line

Finding 2 — Henderson is a Referral Partner, Not Just a Competitor

Partnership Strategy

Finding 3 — Infinity's Funnel Model is the Benchmark to Beat

Funnel Parity + Superiority Actions

The Competitive Conclusion

90-Day Smart Growth
Strategy Plans