Embracing Digital Strategies with Jason Henneberry
Jason Henneberry joins from British Columbia to discuss how mortgage professionals on both sides of the border are using digital strategies to build referral networks and generate business in a tough market. The conversation covers Canadian vs. U.S. mortgage market structure, social media as the new networking, and a three-step attract-connect-convert framework for turning content into conversations. LOs who want a fresh outside perspective on digital prospecting and financial education content will find this useful.
Social media is the new cold call — post content that speaks to consumer pain points, then immediately move commenters and followers into direct chat to convert attention into booked meetings.
Takeaways you can run this week
- When someone follows you or comments on a post, DM them within the hour with: 'Hey [name], thanks for the follow — really appreciate it.' Then ask one question about their business to open a real conversation and escalate toward a Zoom or coffee meeting.
- Stop leading with rates and products. Instead, build content around the three pain points homeowners actually feel: Can I make my payment? Will I keep my home? Can I do this without sacrificing my lifestyle? Record one 60-second video this week addressing one of those pain points.
- Run Jason's attract-convert-teach play: create a financial strategy post (e.g., rent vs. own math, equity-access strategy, cash flow scenario) that is useful to consumers but also causes referral partners to DM you asking to share it with their clients. Post it on LinkedIn or Instagram and tag 2-3 agents in the comments.
- Audit your social media output this week: if your last 10 posts are about rates, products, or why someone should pick you, delete or archive them and replace with one educational post that addresses a borrower pain point or wealth-building scenario.
- Use the slow market now to do deliberate practice on video: commit to 30 days of daily short-form video content. Your first 10 videos will be bad and nobody will see them — that is the point. Track view count and DM responses weekly to measure when traction starts.
- Apply Jason's three-skill framework as a weekly self-check: (1) Audience building — did I post content that reached new people? (2) Deal creation — did I start new conversations with potential referral partners or clients? (3) Deal conversion — did I move any conversation to a scheduled meeting or application?
Useful? Get the full Vault free — plus Marketing Worth Stealing, weekly.
GET FREE ACCESSThe playbook
- Step 1 — Attract: Post consistent content (daily or near-daily) on social platforms addressing consumer financial pain points, not product features.
- Step 2 — Connect: The moment someone likes, comments, or follows, move to DM immediately. Send a short, warm acknowledgment and ask one question about their business or situation.
- Step 3 — Convert: Escalate the DM conversation toward a Zoom or in-person meeting. Frame it as mutual: 'I've got some stuff that's working for me right now — want me to show you what I'm up to?'
Worth quoting
“Social media is the new networking event — and you can do this in your pajamas and have conversations with people all day long.”
“Most real estate and mortgage professionals know what's happening, some understand, few can explain.”
Best for
LOs who are still cold-calling or waiting for agent referrals to come in, and have not yet built a consistent social media content habit.