Guests:
Patrick Brewer, CFA, CPA is the President & CMO at WealthSource, a full service national independent registered investment advisory firm. Prior to that, he was the founder and CEO of SurePath Wealth Management, a financial advisor practice with seven offices across the country. SurePath was acquired by WealthSource Partners in early 2021. He’s also the founder of Model FA, which supports financial advisors as they grow sustainable businesses, increase their visibility, and change their clients’ lives.
Stephanie Bogan has had a long career in financial consulting, including founding her own consulting firm at the age of 24 and selling it 12 years later in a seven-figure deal to a Fortune 200 company, and a stint at United Capital as SVP of Training and Client Experience. Today she runs Limitless Advisor, which is a program for advisors and founders to create bigger, better futures.
Insight: Financial advisors have never had more marketing tools at their disposal, more options for how their businesses can operate, or more access to prospects who value real human-to-human guidance. Your use of these mechanisms has to be connected to a clear, overriding strategy that will break down trust barriers between you and your niche, demonstrate your value proposition, and help your business grow.
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3 Quotes from our conversation:
1. “Once you’re clear on what you want to do, what the outcome you want marketing to create for you is, the role it’s going to play, then you want to get clear on the choices that you have and that you’re going to make. Am I going to join a firm that can do this stuff for me? Am I going to do it all myself and figure it out? If so, what are the best resources available to me? Am I somewhere in the middle? Can I hire a coach? What are the options available to me? When your vision is clear, your decision is easy. And when you’re really clear on something, the choices become easier and then you get to take action. And the third part of this is consistency. Consistency compounds. Clarity, choice, and consistency. So it’s about how you focus your time and energy on marketing and to what effect and how do you find the right practices that we know work.” Stephanie Bogan
2. “Gen X and Gen Y, I think they value optionality more than they value scarcity. I feel like the baby boomer generation was a little bit more built around this idea that risk is meant to be managed, which is great for our profession. ‘We need a financial plan. We need a retirement planner. We need to protect against these risks. And we stay at employers for very long periods of time. And we have a pension plan.’ They’re looking to control risks, control those outcomes. Whereas Gen X and Gen Y view risk as not having options. We really value optionality. And the way that we view our career choices, our living choices, pretty much every decision that we make is through the lens of having optionality. So I have seen a lot of advisers opt for a more flexible environment when it comes to their relationships, their work, their life. And I think that’s great. I think it’s going to allow for a much more diverse workforce. I think it will allow for advisors to become successful on their terms.” Patrick Brewer
3. “I can’t tell you how many times my advisor clients who do podcasts tell me a prospect will reach out to them and say, ‘I’ve been listening to your podcast for the past year. I feel like I really know you.’ Once that person reaches out and the time is right for them, the sales cycle at that point is really fast because so much of it has been paved because of the podcast or because of videos that they might be doing. So I think with today’s technology, it really shortens the time it takes for someone to develop trust even before I ever talk to you.” Steve Sanduski
Resources
