The Internet has dramatically changed the way prospects find their financial advisor – you.
Therefore, if you’re not changing the way they find you, you aren’t going to be found. Yes, you’ve built your business on referrals, but for most advisors, referrals alone aren’t going to get you to the next level of asset under management that you hope to achieve in 2013 and beyond.
If you plan on retiring and closing up shop in the next few years, then becoming a thought leader is probably not worth your time. On the other hand, if you plan to be in the business for awhile longer, then it’s time you took a hard look at developing your thought leadership position.
Some studies estimate that today’s potential client will have done 70% to 80% of their research online before they reach out to an advisor. Prior to making an appointment with you they will have educated themselves on your capabilities and specialty. Once they meet with you they are looking for goodness of fit. If you don’t meet their requirements, they will have two to three others within 2 miles of your office they will go and meet with next.
Just having a website is not enough to attract this new breed of client.
This new breed of client is expecting you to be a thought leader! How do you do that?
Start to develop articles, whitepapers, and slide decks around your specialty, your process, and most of all your approach to financial planning, wealth management, asset allocation strategies, 401(k) rollovers and wealth preservation.
I know what you’re thinking…
Why do I want to give my competition my secret sauce? Because, while you’re holding on to all your great ideas, your competition is not. They’re sharing what makes them unique for the purpose of building their brand, their online presence, developing mind-share, and making a better case for why a potential client should call them versus you.
The transfer of wealth in this country is beginning to shift to a younger audience, one that has grown up in the age of technology and the internet. They will do their due diligence online first. They want to find advisors who can relate to them, can be found on mobile devices, networks, and channels they visit on a daily basis.
The dawn of the digital financial advisor is upon us.
If you don’t start to leverage the free bandwidth and the most powerful communication system ever created, the internet,and all the tools it has to offer, prepare to be left behind.