FANG, RMDs and other Game Changers
There’s a change afoot in the way successful RIAs are finding new clients (see Bob Veres’ Your Next Wave of Clients).
There are 2 schools of thought on new sources: one group says more DIYers will begin to choose to use an advisor and the second group says clients will switch from other advisors (see Michael Kitces’ Death of Referrals). Your approach to each of these segments will be different.
Articulating and delivering on what makes you different and valuable to those prospective clients is a key first step. When over 80% of independent RIAs recently self-described themselves as holistic fiduciary planners, you know something has to change in the sea of sameness.
When you look at the money-in-motion from wire houses to independent RIAs over the next 5 years as independent RIAs increase their market share from 41% to 50% by 2020; selling your competitive value prop will become job #1.
You need to get on the new train along with the other successful advisors. Learn more about how to execute these changes on our next webinar with Stephanie Bogan. More on that later.
Seth Godin offers some key insights about how to accomplish these objectives.
As always, the early adopters will reap the benefits. This too applies to the birth of digital marketing for RIAs.
What’s Next on the Marketing Horizon?
Bob Veres is one of our favorite thought leaders and he recently weighed in on the future of marketing for RIAs:
”This was before my time, but they tell me that cold calling was once a very effective marketing strategy — until, of course, it wasn’t. I remember when advisory firms routinely attracted dozens and sometimes hundreds of prospects to cheesy prepackaged seminars, until attendance gradually began to slip away.
Now I’m hearing that the most recent marketing innovation, client appreciation events where clients are invited to bring along their friends, is starting to lose its effectiveness, either because clients are no longer bringing their friends, or because their guests are too far outside the advisory firm’s target market.
Marketing trends come in and go out with the inevitability of sunrise and sunset. The question is: What’s next on the marketing horizon? How will advisory firms reach beyond referrals to attract the next wave of clients?”1