1 session inside Boa
Jack Henderson
Founder and CEO, Henderson Group (Henderson Advocacy)
Jack Henderson is the founder and CEO of Henderson Advocacy, now part of the Henderson Group, a 360 wealth creation business covering buyer's advocacy, finance, advisory, building and asset management. He grew up in Western Sydney, left school at 15 and built a $35 million property portfolio by 27. The group has about 120 staff, will do just over $25 million in revenue this year and has purchased just under $1 billion of property for clients.
The session
What Jack teaches
Hire a videographer before an assistant
Jack's first hire at Henderson was a videographer, not an associate, PA or EA. He started with an iPhone and a camera on a tripod with his partner filming, editing on a laptop, which he found too slow to do volume. Bringing media in-house early meant marketing sat at the top of the funnel from day one, even when he had 600 followers and people thought walking around with a videographer was strange.
From Jack Henderson: content, hiring and buying your first property →Separate reach content from converting content
Jack's best performing posts are controversial or mass-market topics (a post on the new $3 million super contribution cap did very well) but they do not book calls. The content that converts is specific to his niche of small business owners and high-paid PAYG earners, and it usually gets fewer views. Track the direct correlation between content and booked calls, and do not let a social media hire optimise purely for views.
From Jack Henderson: content, hiring and buying your first property →Post two to three times a day across three platforms
Jack aims for one post in the morning, one at midday and one at night. Instagram and TikTok take the same short form content, so one asset covers both. LinkedIn gets written content, where he says organic reach with no connections or followers is unusually strong. A copywriter reviews his best performing video content and writes LinkedIn copy off the back of it, which he sometimes edits before posting.
From Jack Henderson: content, hiring and buying your first property →Replace yourself starting with the grunt work
Jack broke his B2C sales process into outbound, discovery call, sales meeting and fulfilment. The first hire was for the 100 to 150 outbound dials a day, because that freed the most time and doubled call volume rather than just shifting it. Then sales calls, then buyer's agents to service clients, then managers so he was not needed in the office daily. The strategy role was the last one he handed over.
From Jack Henderson: content, hiring and buying your first property →
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Session notes are free. The recordings, the live advisories and the founders in the room are for members.