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PROMOTING THE FINANCIAL ADVICE INDUSTRY ‘SPORT’ POSITIVELY TO BUILD TRUST IN THE
CLIENT ‘FAN BASE’
June 24, 2024 07:03 am 0 Comments CATEGORY: Practice Management
The requirements to run a successful, growing advisory firm are often less about
doing the technical work with clients and more about marketing value to get
prospects in the door in the first place. Yet, many firms' prospecting
strategies have often relied on individual advisors being able to bring business
to the firm instead of actively shaping and promoting the firm's own reputation.
And as independent financial advisors have shifted away from transaction-based
roles into more holistic, person-oriented, and advice-centric ones, many
marketing campaigns have adopted a 'good guy' (e.g., comprehensive,
planning-centric, fee-based advisors) versus 'bad guy' (e.g., ignorant,
overcharging stockbrokers) storytelling approach to promoting the industry. More
often than not, though, this type of storytelling only serves to reduce consumer
trust in the industry more than building trust in a firm, making business
development efforts harder for individual advisors and, ironically, driving more
people away from engaging with an advisor at all.
When it comes to a firm's business development efforts, individual advisors
benefit most from firms with a strong brand and reputation for offering stellar
and relevant client service, otherwise, the advisors often become wholly
responsible for marketing themselves to find clients for the firm. If our
industry is likened to sports, we can consider firms like teams and advisors as
players; in this way, it becomes clear that promoting the industry (sport) as a
whole positively and in a constructive manner benefits not just the firm (team),
but the individual advisors (players) as well!
Which means that advisors should not be expected to champion the planning
industry alone when prospecting for clients. This is especially true for
advisors early in their careers; just like rookie athletes, they need the
support and resources of their firms. So it behooves firms to prioritize their
reputation and client experience to attract clients, who get channeled to the
best advisors, who become well-known for their excellent work… which, in turn,
builds up the firm's reputation even higher.
While focusing on promoting the industry more positively may be a helpful (and
much-needed) shift, individual advisors and firms can also work collectively to
sell financial planning by promoting the value of their firms as a whole and not
just by showcasing the talent of individual advisors. Incidentally, this
strategy can also improve the firm's client retention in the long term, since
clients are sold on the firm experience rather than on any one individual
advisor. Furthermore, advocates of the industry such as the CFP Board and other
professional organizations can also support both the health and growth of the
industry by taking the initiative to positively promote it, which can encourage
more individuals to seek out financial planning services (and therefore more
'winners' for the firms and their advisors!).
Ultimately, the key point is that, much as how ticket sales to a basketball game
are likely influenced by the reputation of the player, the team, and the sport,
prospecting for financial planning clients is influenced by the reputation of
the advisor, the firm, and the industry as a whole. Rather than marketing with
heroes and villains, promoting the overall industry (while still emphasizing the
value that makes a particular firm unique) can help firms build robust brands
and offer marketing structures to their advisors, empowering them with the
ability to provide great, holistic advice to their clients and build trust in
the industry themselves – 1 client at a time!
Read More...
WEEKEND READING FOR FINANCIAL PLANNERS (JUNE 22-23)
June 21, 2024 02:00 pm 0 Comments CATEGORY: Weekend Reading
Enjoy the current installment of "Weekend Reading For Financial Planners" – this
week's edition kicks off with the news that affluent Americans believe they need
an average of $5.5 million in assets to both retire and pass on a legacy
interest (though many have yet to establish an estate plan), according to a
recent survey. At the same time, they also overwhelmingly recognize the value of
financial advisors, not only for increasing their wealth beyond what they could
have achieved on their own, but also for helping them feel more prepared and
less stressed about their finances!
Also in industry news this week:
* A recent survey indicates that financial advisors continue to move towards
ETFs and away from mutual funds when it comes to client portfolio
recommendations, though a majority of advisors continue to see a role for
active management in the investment management process
* A former employee has filed a lawsuit alleging Reg BI violations at Fidelity,
including a push for advisors to push customers to use the company's own
higher-fee managed accounts rather than lower-cost funds, which, if found to
be true, could lead to a wider SEC investigation and sound a warning for
other firms that might be engaging in similar practices
From there, we have several articles on tax planning:
* Amidst a broader tax enforcement push, the Treasury Department this week
announced that it plans to crack down on "basis shifting" transactions used
by certain partnerships to reduce their tax bills
* A recent Supreme Court ruling regarding buy-sell agreements indicates the
value advisors can add by reviewing these arrangements to ensure they meet
their clients' needs without creating an additional tax burden
* How financial advisors can help clients avoid (increasingly punitive)
estimated tax penalties, from determining the amount they owe to leveraging
strategies to pay the taxes efficiently
We also have a number of articles on advisor marketing:
* While an advisor might be tempted to spend most of a prospect meeting
explaining their personal story and the value they can offer, active
listening could be a more effective approach to build trust with the prospect
and increase the chances they decide to become a client
* How using a simple visual "road map" can help tie together for a prospect an
advisor's verbal explanation of their services and the next steps if the
prospect decides to become a client
* How flipping pain points into positive, achievable goals to work towards can
help prospects better understand the value an advisor offers
We wrap up with 3 final articles, all about the cost of car ownership:
* How a combination of elevated sticker prices and interest rates are combining
to dramatically increase the cost of purchasing a new (or used) car
* How the math behind the decision of whether to drive a car 'into the ground'
or buy a new one has changed in recent years
* Why car insurance premiums have spiked well beyond the overall inflation rate
during the past year
Enjoy the 'light' reading!
Read More...
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CREATING INCENTIVE TRUSTS TO FOSTER BENEFICIARY LEGACIES WITHOUT SPOILING THE
KIDS
June 19, 2024 07:01 am 0 Comments CATEGORY: Estate Planning
The role of estate planning is most commonly considered to be about transferring
assets from one generation to the next in the most efficient manner possible
(e.g., how to minimize the burden of estate taxes and avoid the public spectacle
of the probate process). And yet, looking at estate planning solely through the
lens of assets on a balance sheet can make it easy to overlook the reality that
people often have other, intangible assets that they wish to pass on to the next
generation, such as values, lessons, and opportunities to pursue lifelong
passions that can't be achieved – and in many cases may be contradicted – by a
simple transfer of cash.
So it often makes sense to think of estate planning not only in terms of which
assets go to which person, but also in terms of how best to use those assets to
incentivize the types of behavior that the assets' owner wants to instill in
their heirs. As while will-based transfers and cash gifts generally impose no
restrictions on how they're used by their beneficiaries, certain types of
trust-based estate plans can allow an individual to set very specific guidelines
for how their assets are held and under which circumstances they can be
distributed.
The most common example involves trust provisions that direct assets to be
distributed to beneficiaries once they obtain a certain age (e.g., at age 21 or
30) or stagger distributions at multiple ages. However, it's possible to get
much more specific and to allow distributions that are tied to specific
conditions that incentivize the beneficiary, such as academic achievements (like
maintaining a certain GPA or attaining advanced degrees), life events (like
getting married or buying a first home), or even the level of the beneficiary's
own earned income (like allowing for 'matching' distributions equal or in
proportion to the amount of income that the beneficiary earns).
In addition to incentivizing behaviors, trust provisions can also include tools
to disincentivize certain behaviors. For beneficiaries who have known behavioral
issues such as gambling or substance abuse, the trustee may be able to delay
distributions until there is evidence that the behaviors have been curtailed.
Likewise, an individual wanting to avoid litigation or family conflict as the
result of a contested estate (e.g., by a family member who feels they were
treated unfairly) can include a "no contest" clause that effectively disinherits
anyone who takes legal action against the estate.
The key point is that as with most financial planning topics, advisors can play
a role in helping to guide clients to the most appropriate solutions for their
goals, including how to carry on their legacy of personal values. By asking
questions to clarify the client's aims in leaving money to their beneficiaries
and then helping them find an estate administrator or trustee and an attorney
who can draft a trust that reflects the client's goals, advisors can assist
clients in making sure their legacy is preserved for generations to come!
Read More...
#FASUCCESS EP 390: HELPING PROSPECTS FIND THEIR WAY TO YOU ONLINE WITH (LOCAL)
SEO, WITH BRENT CARNDUFF
June 18, 2024 07:02 am 2 Comments CATEGORY: Financial Advisor Success Podcast
Welcome back to the 390th episode of the Financial Advisor Success Podcast!
My guest on today's podcast is Brent Carnduff. Brent is the founder of Advisor
Rankings, a marketing firm based in Boise, Idaho that specializes in search
engine optimization for financial advisors.ated near them.
In this episode, we talk in-depth about how Brent helps advisors improve their
local SEO, starting by claiming and then accurately and completely filling out
their firm's Google Business Profile page, why Brent recommends that advisors
ask their clients (consistently and systematically, to be compliant) to write a
review on Google in order to boost both the firm's search ranking and the number
of prospects who actually visit the firm's website, and why Brent views local
SEO as an opportunity for advisors who already work with clients in their
geographic area to turn their existing presence into a geographic niche that
more effectively attracts new nearby prospects.
We also talk about Brent's advice for maximizing organic SEO to attract clients
with planning needs that match the advisor's expertise, including the optimal
cadence and length of content for SEO purposes, Brent's recommendations for
selecting topics for website content, in particular writing lengthy
hyper-specific posts on focused subjects that won't appear on more generalist
websites but are relevant to the firm's ideal clientele, and Brent's tips for
coming up with ideas for content, such as by simply writing articles to answer
the questions that an advisor's clients are already asking.
And be certain to listen to the end, where Brent shares how serving a specific
client niche can play a major role in helping an advisor really rise in Google
search rankings, why Brent finds that local SEO can have a positive impact in 6
months but organic content-based SEO has to be a more long-term investment for a
firm, and why Brent hired a coach to get his own business to the next level,
especially by helping him to price his services at their real value, and helping
him to get more comfortable in delegating tasks so he can focus his time on
providing his SEO expertise to the advisors he serves.
So, whether you're interested in learning about how Brent assists advisors in
improving their local SEO, content strategies that Brent recommends that
advisors can leverage to resonate with their target clientele, or how Brent
advises on maximizing organic SEO, then we hope you enjoy this episode of the
Financial Advisor Success podcast, with Brent Carnduff.
Read More...
HOW FINANCIAL ADVISERS CAN BOOST ONLINE REPUTATION THROUGH GOOGLE REVIEWS (WHILE
COMPLYING WITH SEC MARKETING RULE REQUIREMENTS)
June 17, 2024 07:01 am 2 Comments CATEGORY: Marketing
Online reviews are commonly given and used by consumers across many industries,
from finding a good restaurant in a new town to reviewing a lawn care service
provider. Nonetheless, fewer than 10% of SEC-registered investment advisers
report using them, even though the SEC’s updated investment adviser marketing
rule allows financial advisors to proactively encourage testimonials (from
clients), use endorsements (from non-clients), and highlight their own ratings
on various third-party review sites. Which suggests that advisers have an
opportunity to leverage the power of online reviews, which can act as "evergreen
referrals" and drive more prospects to seek out the firm’s services, all while
adhering to their firm’s compliance requirements.
While some advisors might be concerned that reviews they encourage clients to
make on the firm’s Google Business Profile could be seen as advertisements
(creating additional compliance requirements), the language of the rule (and the
SEC’s stated intent behind it) suggests that by providing all clients an equal
opportunity to leave candid feedback on a Google Business Profile would not in
and of itself turn that content into an advertisement (unless the content was
later endorsed or approved by the adviser). However, selectively asking a subset
of clients for testimonials, or guiding their responses to encourage more
positive content (involving themselves in the preparation of the content), would
likely result in the content being considered a communication of the adviser,
potentially rendering it an advertisement subject to the disclosure and
compliance requirements of the marketing rule.
Even though the updated marketing rule has enhanced advisers’ ability to
leverage online reviews, some advisers might wonder whether clients will
actually leave reviews (and, if, so, whether they will be positive). However, an
analysis of thousands of Google reviews from financial advisory firms around the
country shows not only that clients are willing to leave reviews (particularly
if the firm has a proactive strategy for review generation), but also that firms
with the most reviews tended to have higher than average ratings for advisory
firms overall. Further, advisers tend to have higher ratings than businesses in
other industries (perhaps reflecting the financial planning industry’s high
retention rates and ability to make a difference in clients’ lives!).
To create an effective (and compliant) Google review strategy, a starting point
for advisers is to update their Form ADV to reflect the use of testimonials and
their Policies & Procedures to govern their approach to collecting, approving,
and sharing testimonials. Next, by taking a proactive approach to reinforcing
where they add value (e.g., because the most enthusiastic testimonials related
to clients feeling like their adviser was delivering a personalized plan,
advisers who address client concerns directly and make them feel a part of the
process could generate more positive reviews). Further, advisers can potentially
reduce the number of negative reviews received by ensuring that prospect and
client relationships that do not work out (e.g., when a prospect does not meet
the firm’s asset minimum) are handled respectfully (e.g., by referring the
prospect to another advisor who might be able to better meet their needs) so
that the individual does not feel compelled to leave a negative review.
Ultimately, the key point is that the SEC’s updated marketing rule provides
advisers with the opportunity to boost their online reputation through the use
of online reviews. And by taking a proactive approach (both to encouraging
reviews and to meeting the rule’s requirements), advisers can potentially
increase the number of inbound prospects they attract while remaining in
compliance with the marketing rule’s requirements!
Read More...
WEEKEND READING FOR FINANCIAL PLANNERS (JUNE 15-16)
June 14, 2024 02:00 pm 1 Comment CATEGORY: Weekend Reading
Enjoy the current installment of "Weekend Reading For Financial Planners" - this
week's edition kicks off with the news that a recent study found that advisory
teams tend to have higher assets under management per advisor, serve wealthier
clients on average, and have stronger growth than solo advisors, thanks in part
to the efficiencies gained from sharing expertise and back-office support.
Nevertheless, these findings could reflect self-selection amongst advisors, with
those who don't want to grow past a certain satisfying income (happily and
profitably) remaining as solos, and those seeking greater growth upside joining
teams.
Also in industry news this week:
* While an infusion of Private Equity (PE) capital has shaken up the RIA M&A
market, the ultimate implications for advisors, their clients, and the PE
firms themselves remain unclear
* A recent study has found that a significant portion of 'DIY' investors are
open to working with a human advisor (and paying for the service), with 'just
in time' advice potentially providing an opening for advisors to demonstrate
their value
From there, we have several articles on retirement planning:
* Practical considerations for advisors when engaging in (partial) Roth
conversions, from assessing the "effective marginal rate" paid on the
conversion to deciding when during the year to complete the conversion(s)
* Why regular portfolio rebalancing could be sub-optimal for retirees and how a
"rising equity glide path" could lead to greater portfolio size and longevity
* Why an advisor's tools for helping clients successfully navigate the early
years of retirement extend beyond asset allocation
We also have a number of articles on practice management:
* A 6-step plan for advisory firms to create a compensation plan that reflects
their values and goals
* How firms can use cash bonuses, equity opportunities, and non-monetary perks
to attract and retain top talent
* A survey of Gen Y and Gen Z advisors indicates that many of the factors that
make a firm attractive to them, from the company culture to training and
mentorship opportunities, do not necessarily have to cost firms in terms of
hard dollars
We wrap up with 3 final articles, all about overcoming limiting beliefs:
* Tactics for overcoming limiting beliefs and "impostor syndrome" from the
"WOOP" technique to participating in "mastermind" groups
* How self-compassion can help one overcome excessive self-criticism and become
more resilient when things go wrong
* A 6-step approach to 'defuse' negative thoughts and shift towards more
empowering beliefs
Enjoy the 'light' reading!
Read More...
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