This is not a standard onboarding. We've done a full read of your two biggest competitors before we've even started. Everything that follows — from today's activation checklist to your 90-day sprints — is informed by what Graeme Holm and Jack Henderson are doing, where they're winning, where they're exposed, and precisely where you can own what they can't.
Year objective
Become the most trusted and visible property finance brand on the Gold Coast — the brand both competitors can't compete with on personal credibility
Q1 goal
Uplift Illuminate's digital presence, launch MoDo, and seize the positioning gaps left open by Infinity and Henderson
Month 1 actions
Activate client, complete competitor gap audit, ship quick wins, and launch sprint board with live workflow tracking
1
Sign and activate
Day 1 — today
Engagement letter and service agreement signed by both parties
Right now
Activation fee processed — covers systems provisioning, licences, and initial workspace build
Right now
Live workflow platform account created — Perry has full visibility across all tasks, deadlines, and sprint progress from day one
Right now
Office 31 faster internet access confirmed and onboarded
Right now
Competitive intelligence brief shared with Perry — Infinity and Henderson playbooks reviewed in full
Right now
2
Brand asset collection
Days 1–3
All brand assets provided — logos (SVG + PNG), colour codes, fonts, existing brand guide if available
Admin access to Illuminate website backend provided
This week
Social media admin access granted — Facebook, Instagram, LinkedIn, Twitter/X, YouTube
This week
Google Business Profile ownership confirmed and admin access shared
This week
Google Analytics and any existing tracking access provided
This week
Existing client database exported and shared — for email warm-up and referral campaign seeding
This week
3
Discovery and competitive positioning session
Days 3–7
Brand positioning workshop with Perry (90 min) — build Perry's unique positioning narrative vs Infinity and Henderson using the competitor intelligence gathered
This week
Ideal client persona validation — review Perry's existing market research and align with competitor audience gaps
This week
Gold Coast search landscape audit — keyword gaps Infinity and Henderson are not owning locally
This week
Full digital audit — Illuminate website performance, SEO baseline, social metrics, GBP health vs competitors
This week
Content gap audit — where Infinity dominates in education and where Henderson owns investor conversation — and how Perry fills both gaps
This week
4
Sprint launch
Day 7 — kickoff
90-day sprint board live — all tasks, owners, and deadlines tracked in real time
Setup
Reporting dashboard activated — live metrics for website, social, and leads
Setup
Weekly 30-min check-in cadence agreed and locked in calendar
Setup
MoDo brand brief approved and GTM timeline locked
Setup
Perry's competitive positioning statement approved — the single sentence that defines him against both Infinity and Henderson
Setup
Know your competitors cold before you brief your client.
We've done a deep read of both Infinity Group (Graeme Holm) and Henderson Advocacy (Jack Henderson). What follows is a forensic breakdown of their positioning, strengths, gaps — and precisely where Perry can step into the spaces they've left open.
∞
Infinity Group — Graeme Holm
Gold Coast HQ · Multi-state · infinity.com.au
Top 100 Mortgage Broker — National
Positioning
"Australia's Money Mentor — we give you a full-time personal trainer for your finances"
What they do brilliantly
Graeme Holm personal brand is dominant — podcast, YouTube, TikTok, events
Aggressive investor growth, off-market deals, portfolio empire building
Perry can own
The Insider Advantage. Gold Coast's most knowledgeable, most human mortgage broker — from first home to full portfolio, backed by 20 years of bank DNA.
Infinity's gap
Going national = losing Gold Coast intimacy. Team-based = less personal.
Henderson's gap
Not a mortgage broker. No Gold Coast presence. Too aggressive for first-timers.
Perry's opening
Local expert, always personally available, empathetic — and the only one who's sat on both sides of the lending table.
MoDo's positioning layer
MoDo steps into the gap between Infinity's earnest financial education and Henderson's alpha investor aggression. It's the brand for the 25–42 year-old Australian who wants financial freedom from property but doesn't speak finance — and doesn't want to be spoken to like they should. Straight talk. No jargon. More dough.
The 6 strategic moves competitors haven't made — Perry's first-mover opportunities
1 — Own Gold Coast local search
Infinity is in Southport but all content is generic and national
Henderson has zero Gold Coast local SEO presence
Perry can own "home loans Gold Coast", "mortgage broker Gold Coast" and 30+ suburb-level terms with zero serious competition
2 — The insider 20-year bank narrative
Neither competitor has worked inside the banks
Neither positions around "the insider advantage"
Perry's 20 years inside the banking system is an entirely unique and unbeatable credibility asset — front and centre everywhere
3 — Video case studies (real outcomes)
Infinity uses text reviews — strong but visually flat
Henderson uses client wins with numbers but no genuine video storytelling
Produced video testimonials — Jason, Earle and Tracey — are Perry's to own as the most emotionally compelling social proof in this space
4 — First home buyer empathy gap
Infinity focuses on debt reduction — not first home buyer guidance with warmth
Henderson's "stop renting your future" is aspirational, not empathetic
Perry's existing reviews show he transforms anxious first-timers — a content category neither competitor owns with genuine human empathy
5 — Refinance — the overlooked goldmine
Neither competitor dedicates meaningful content or lead gen to refinancing
Infinity touches "become mortgage-free faster" but never converts it into a campaign
A dedicated refinance campaign targeting Gold Coast homeowners on bad rates is one of the fastest lead-gen opportunities available to Perry right now
6 — Webinar and event funnel
Infinity's GTM is built on free webinar → masterclass → client — their most powerful lead machine
Henderson uses a "Free Scaling Roadmap" to capture investor emails at the top of funnel
Perry has neither — this is the single biggest funnel gap to close. MoDo's launch must include a free webinar series from day one
Illuminate Home Loans — 90-day digital uplift informed by competitive intelligence.
The existing site has genuine assets — Perry's story, strong 5-star reviews, 45+ lenders, 20 years of insider bank experience. The 90-day plan converts these into digital wins that neither Infinity nor Henderson can replicate locally, then builds the architecture for a full smart funnel redevelopment in Q2.
Lender network
45+
Underutilised in content
Perry's experience
20 yrs
Inside the banks — unique
5-star reviews
7+
Real stories — unmined
GC local SEO gap
Wide open
Competitors not owning it
Year objective
Illuminate becomes Gold Coast's most visible and most trusted mortgage broker brand
Owning local search, leading on social proof, and building a referral engine that neither Infinity nor Henderson can replicate in this market
Q1 goal
Transform the existing site from a digital brochure into a lead-generating, trust-building machine
Live chat, reviews, case studies, local SEO, and CRM all live by day 90
Month 1 actions
Quick wins that visibly elevate brand trust and capture leads within the first 30 days
Every tactic chosen to exploit the gaps Infinity and Henderson have left open
1
Month 1 — Quick wins and digital elevation
Days 1–30 · Low-hanging fruit that lifts Perry's brand trust and lead capture immediately
Competitive insight: Infinity's website feels team-corporate. Henderson's feels aggressive. Perry's opportunity is to be the warm, credible, human alternative — but the current site doesn't communicate that warmth digitally. These 30 days close that gap.
Weeks 1–2 · Website quick wins
Live chat concierge installed — intelligent, branded, 24/7 lead capture (Infinity doesn't have this; Henderson uses a basic form)
Live Google Reviews widget on homepage — dynamic, real-time social proof
Homepage hero rewritten around "The Insider Advantage" — Perry's 20 years inside the banks is the headline differentiator
Mobile UX audit and priority fixes actioned
Contact form friction reduced — faster enquiry path, clear CTA above the fold
Weeks 1–2 · Gold Coast local SEO
Google Business Profile fully optimised — photos, categories, services, Q&A, posts
Full keyword map — "home loans Gold Coast", "mortgage broker Gold Coast", 20+ suburb-level terms (neither competitor competing here seriously)
On-page SEO audit — titles, meta, headings, schema, internal linking all fixed
Local citation audit — consistency across all major Australian directories
Analytics, tracking, and conversion events confirmed live
Weeks 3–4 · Case studies
3 hero case studies — Jason (from giving up to home ownership), Mel (first home, smooth), Earle and Tracey (rescued from a major bank disaster)
Each case study: situation, challenge, what Perry did, measurable outcome
Case study pages SEO-optimised and published on-site
Excerpted as 6 social posts across Facebook, Instagram, LinkedIn
Weeks 3–4 · LinkedIn and content
Perry's LinkedIn profile overhauled — banner, bio anchored in "Insider Advantage" story, featured case studies
LinkedIn posting rhythm starts — 2× per week, warmer and more local than either competitor
Blog post #1 — "The Gold Coast Home Buyer's Finance Guide, 2025" — geotargeted and SEO-led
90-day social content calendar created and approved
Month 1 — foundations in place30 days
2
Month 2 — Content authority and lead warming
Days 31–60 · Build organic authority, activate lead magnets, and begin nurturing with genuine Gold Coast expertise
Competitive insight: Infinity's entire acquisition model runs on a free webinar funnel. Henderson uses a "Scale to $50M" lead magnet. Perry currently has neither. This month, we build Perry's equivalent — local, personal, and positioned around his unique insider credibility.
Weeks 5–6 · Lead magnet and landing pages
Lead magnet — "The Gold Coast Insider's Guide to Home Finance" — Perry's bank-insider perspective (directly counters Henderson's investor roadmap)
Lead magnet landing page built and promoted across all channels
Geotargeted landing pages — Gold Coast first home buyers, refinancers, and investors
Welcome sequence for new lead magnet subscribers live
Monthly Gold Coast market update template created
Email performance tracked — open rates, click-through, lead-to-call conversion
Weeks 7–8 · Video testimonials
Video testimonial production plan approved — recruit from existing review base (Jason, Earle and Tracey ideal candidates)
First video testimonial live — homepage, case study page, YouTube (surpasses Henderson's text-only "client wins" format)
Short-form cuts — 60-second versions for Instagram Reels and LinkedIn
Perry "2-minute explainer" series planned — finance concepts from a banker's perspective
Weeks 7–8 · Social and referrals
Organic social publishing running — Facebook, Instagram, LinkedIn (matching the consistency Infinity has)
Referral programme designed and seeded to existing client base
Gold Coast real estate agency outreach — 5 priority referral partners, first meetings booked
Mid-sprint performance review — data reviewed, content direction adjusted
Month 2 — authority building underway60 days
3
Month 3 — Smart funnel architecture
Days 61–90 · Build the automated lead machine that feeds Q2's full smart funnel redevelopment
Competitive insight: Infinity's webinar funnel is their crown jewel — leads enter free and convert at a masterclass. Henderson's tiered service model creates a clear client journey. Perry needs both: an automated entry point AND a clear service pathway from first enquiry to settled loan and beyond.
Weeks 9–10 · CRM and automation
CRM integration live — all leads captured, tagged, and tracked automatically
Lead segmentation active — First Home Buyers, Refinancers, Investors in separate nurture flows
Behaviour tagging configured — visitor intent tracked from content consumed
Retargeting pixel deployed — warm audiences building for Q2 paid campaigns
Weeks 9–10 · Webinar foundation
Free webinar concept — "What the Banks Won't Tell You: The Insider's Guide to Getting a Better Home Loan" (Infinity runs webinars but not with this insider positioning)
Webinar landing page built and connected to CRM
Live webinar date set for Month 4 — evergreen version to follow
Email promotional sequence for webinar built and ready to launch
Weeks 11–12 · Content and close-out
Blog post #4 published — investor-focused, SEQ geotargeted
Social content — Month 4 prepared and scheduled in advance
Competitor tracking report — where Infinity and Henderson have moved in 90 days
Full Q2 smart funnel brief completed — architecture, content, audience flows, full site rebuild scope
Weeks 11–12 · 90-day retrospective
Full performance dashboard reviewed live with Perry — traffic, leads, social, SEO, email list
Wins documented — case built for Q2 smart funnel investment
Updated competitor gap report — where Illuminate now stands vs Infinity and Henderson
Q2 sprint board populated and ready to launch — full website redevelopment begins
Sprint complete — Q2 smart funnel redevelopment commences90 days
MoDo — More Dough.
The brand that lives in the space between Infinity's earnest education and Henderson's aggressive ambition.
MoDo is a second brand engineered to reach the 25–42 year-old Australian wealth builder who wants financial freedom from property but doesn't speak banker — and doesn't want to be told they should. Perry's 20 years of insider expertise. A bold, fresh identity. Straight talk, no jargon, more dough. This is the brand Infinity and Henderson cannot be — because neither of them has Perry's insider advantage, and neither of them is this relatable.
Why MoDo works where the competitors don't.
Infinity's "Money Mentor" brand is educational and earnest. Henderson is unapologetically bold and investor-focused. MoDo sits directly between them: energetic, accessible, financially savvy, and deeply human. It's the brand that Australia's emerging property generation has been waiting for — and it's exclusively Perry's.
Year objective
MoDo becomes the go-to property finance brand for ambitious young Australians — the one Infinity and Henderson can't copy
Q1 goal
Brand live, social channels active, first leads captured, free webinar funnel launched, content engine running
Month 1 actions
Build brand identity, launch website MVP, claim all social channels, create first content
🙋
The anxious first-timer
25–32. Renting. Desperate to buy but overwhelmed. Infinity's messaging is too heavy; Henderson's too aggressive. MoDo speaks their language.
💡
The smart upgrader
33–42. Owns one home. Wants to use equity to grow. Knows about Henderson but can't afford the premium. MoDo gives them the same quality thinking.
📈
The switched-on investor
28–42. Googling property strategies at 11pm. Wants an expert who won't make them feel dumb. Henderson's tone puts them off; MoDo pulls them in.
1
Month 1 — Brand birth
Days 1–30 · From concept to live brand — identity, website MVP, all social channels claimed and branded
Competitive framing: Henderson launched with bold design and a strong lead magnet. Infinity built their brand around Graeme's personal story and a podcast. MoDo launches with both — a sharp visual identity, a strong lead magnet, and a content series that is distinctly Perry's. We don't copy either; we out-position both.
Weeks 1–2 · Identity and brand foundations
MoDo brand identity created — logo, colour palette, typography, visual language. Bold, energetic, distinctly Australian.
Brand voice guide — direct, warm, jargon-free. The antidote to Infinity's earnestness and Henderson's aggression.
MoDo brand manifesto finalised — "More Dough. More Life. More You."
Domain registered and hosting environment provisioned and configured
Brand style guide documented — ready for all content production from week 3
Facebook page live — cover image, about, services. Ads account connected from day one.
LinkedIn company page created and branded
TikTok account claimed — critical for the 25–38 demographic (both competitors active here)
YouTube channel created — channel art, about, first series structure ready
Weeks 3–4 · Website MVP
Website MVP launched — home, Perry's story, services, lead capture, "The Dough Report" blog live from day one
SEO foundations embedded from launch — page titles, meta, schema, sitemap, AI geotargeting configured
Live chat and lead capture integrated with CRM
Analytics and tracking live — all social channels linked, all lead events firing
Weeks 3–4 · Content strategy
Content pillars defined — 3 core themes mapped to 3 audience personas
90-day content calendar — blog, social, video, email, and podcast prep all mapped
First 4 weeks of social content designed, approved, and scheduled
Lead magnet approved — "The MoDo Starter Pack: Your No-BS Guide to Buying Your First Property" (competing with Henderson's $50M roadmap for entry-level buyers)
Month 1 — brand live and in market30 days
2
Month 2 — Market entry and lead capture
Days 31–60 · Full website live, content engine running, lead magnet active, first paid campaigns launched, free webinar funnel begins
Competitive framing: Infinity's free webinar funnel is the most powerful lead machine in this competitive set. MoDo launches its own in Month 2 — "What the Banks Won't Tell First Home Buyers" — built on Perry's insider credibility. This is the one thing neither Infinity nor Henderson can authentically deliver.
Weeks 5–6 · Full site and content launch
Full MoDo website live — all core pages SEO-optimised and publishing
"The Dough Report" blog series launches — bite-sized property finance intelligence in MoDo's voice
Blog posts #1 and #2 live — geotargeted Gold Coast and national content
Unified social publishing active — minimum 4× per week across all platforms
All content cross-published from central management system — one source, all channels updated
Weeks 5–6 · Lead magnet and email
Lead magnet launched and promoted — organic and paid
Email list building campaign — social, website, referral, and cross-promotion from Illuminate's list
CRM integration confirmed — every lead tagged, segmented, and tracked
Weeks 7–8 · Webinar funnel launch
Free webinar #1 — "What the Banks Won't Tell First Home Buyers" — live run with Perry (Infinity's model, MoDo's unique positioning)
Webinar promoted via paid social — Meta campaigns targeting 25–38 Gold Coast and SEQ
Post-webinar nurture sequence — warm attendees moved into consultation booking flow
Evergreen webinar recording produced — automated replay funnel for ongoing lead capture
Weeks 7–8 · Paid social and video
Meta brand awareness campaign — Gold Coast and SEQ audience targeting
Video series — "1-minute mortgage myths busted" on Reels and TikTok (competing with Infinity's TikTok and Henderson's short-form)
Perry's MoDo LinkedIn — thought leadership 2× per week, investor and buyer focused
Ad creative A/B testing — minimum 2 variants, optimised against leads not clicks
Month 2 — in market with active lead capture60 days
3
Month 3 — Growth activation and scale
Days 61–90 · Retargeting live, email nurture running, podcast launched, influencer pilot, community growth
Competitive framing: Infinity has had their "Money Mentor" podcast as a major authority driver for years. Henderson has "Your Property Playbook". MoDo launches "The Dough Report Podcast" — short, energetic, packed with Perry's insider perspective. Entirely uncontested at the local Gold Coast level.