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#FA Success Ep 372: Quadrupling Revenue By Restructuring Your Business Model To Reflect Your Entire Value To Clients, With Melody Townsend

February 13, 2024 07:03 am 0 Comments CATEGORY: Financial Advisor Success Podcast

Welcome back to the 372nd episode of the Financial Advisor Success Podcast!

My guest on today's podcast is Melody Townsend. Melody is the president of Townsend Financial Planning, an RIA based in Lexington, KY, that oversees $112 million in assets under management for 160 client households.

What's unique about Melody, though, is how after her first decade in practice, she quadrupled her revenue in the subsequent 2 years by restructuring her business model from standalone hourly engagements and project planning fees to a more holistic wealth management offering that combined investment management and financial planning for a single AUM fee… which both better reflected the full value she was providing clients, and enabled her to truly scale her firm and hire up so it was no longer solely dependent on her alone.

In this episode, we talk in-depth about how although Melody initially built an hourly, fee-only firm for its ability to serve the middle market in Kentucky where she was based, she found that while it provided a lot of flexibility, there were limitations to the growth and scalability the model offered when you're also responsible for all of the back-office tasks in addition to trying to generate enough billable hours, how Melody also realized that the hourly model had led her to undercharge by not billing for all the time she was spending servicing clients and decided to take a big leap to right-size her prices by wrapping them into an AUM fee for those clients she was helping with implementation, and how Melody found despite her fears about losing clients in the face of a fee change that would on average double her client fees, in practice even her clients knew that she was undercharging, to the point that almost every single one stayed and many even consolidated more assets with Melody once she was actually able to manage (and bill on) them.

We also talk about how Melody invested early, at least relative to her revenue and profits, in business coaches and her own employees in order to sustain the service model that would meet her own standards, why Melody decided to hire with a focus on character over technical skills, reasoning that while she could teach paraplanning work, she couldn't teach integrity and work ethic, and now has several house-trained CFPs working in her firm, and how Melody leveraged the lack of Certified Financial Planner professionals available in Kentucky as a method of her own branding and let organizations like NAPFA and FeeOnlyNetwork send prospective clients to her door, rather than spending time in sales that she didn't enjoy anyway.

And be certain to listen to the end, where Melody shares how she struggled initially with delegating because it was hard for her to articulate in words what he just 'knew' in her own brain about how clients should be served, how as Melody has grown her revenue and hired more people, the book "Lead From Any Seat" which advocates that teams treat the boss as a 'customer' of the employees both transformed how she shaped her communication with her team for the better, and empowered her employees to take full accountability for their work, and how Melody's career and business decisions came not as a steady path of growth but a series of epiphanies about her own worth and value led her down new avenues that she had never envisioned when first embarking on entrepreneurship as a 20-something advisor nearly two decades ago.

So whether you're interested in hearing about how Melody calculated her project-based work to make it 1 size fits all (and shortened her onboarding process in the meantime), how Melody remained relentlessly centered on finding her ideal clients, even in the early years, and how Melody uses her firm's core values to filter through both her strategic business and team-building decisions, then we hope you enjoy this episode of the Financial Advisor Success Podcast.

The Importance Of Employee Appreciation (Going Beyond Just Recognition) For Advisory Team Satisfaction And Retention

February 12, 2024 07:02 am 0 Comments CATEGORY: Practice Management

While there is a plethora of ways that financial advisory firm owners can build and run their practices (from service models to specialties to fee structures and beyond), one of the most complex activities shared by many growing firms are those that involve hiring, training, managing, and retaining employees. And with the increasing shift to remote and hybrid work in recent years, these skills have become even more important. The reality is that advisory firms that help their employees thrive in these shifting work models will more likely be the ones to attract and retain top talent. In a world where less than a quarter of all employees are estimated to be actively engaged in their work, there is one simple yet highly effective strategy that can dramatically improve both employee satisfaction and business results.

In this guest post, Paul White, co-author of "The 5 Languages of Appreciation in the Workplace", shares how firm owners can reap tangible benefits by fostering a culture of authentic appreciation, because having employees who feel they are genuinely valued and appreciated will inevitably lead to higher productivity, lower turnover, and higher client (and employee!) satisfaction ratings.

To set the stage, it's essential to understand what workplace appreciation is and how it's materially different from employee recognition. As while recognition programs typically aim to incentivize desired employee behavior (e.g., by public acknowledgment of positive employee actions), they are often 'one-size-fits-all' efforts that may seem impersonal and contrived. In contrast, genuine appreciation is expressed in a way that is personally meaningful to each recipient and focuses on the contributions that individuals make within the organization... even when they aren't top performers. Moreover, unlike recognition programs, appreciation doesn't necessarily take a top-down approach driven by the firm's hierarchical' org chart' but can instead originate (oftentimes preferably) from colleagues as well as superiors.

Genuine appreciation is inherently personal, and not everyone values appreciation in the same way. Accordingly, advisory firms can use a framework to show appreciation based on 5 different 'languages' as discussed in "The 5 Languages of Appreciation In The Workplace" by Gary Chapman and Paul White (based on Gary Chapman's earlier book, "The 5 Love Languages"). For instance, while Words of Affirmation, the most commonly preferred form of appreciation in the workplace, are characterized by positive and encouraging words, Quality Time generally involves meaningful one-on-one time spent with a valued colleague or leader or just simply spending time together in a non-work setting. Acts of Service can involve lending a hand or even dropping off a snack when a colleague is swamped, and Tangible Gifts are personalized offerings that make the receiver feel special. As the 5th language, Appropriate Physical Touch (e.g., a high five, fist bump, or even a literal pat on the back) doesn't often have a foundational role in most work-based relationships, yet using it to communicate encouragement and appreciation can be valued by some employees. It is crucial to emphasize, though, that the acceptability of interactions involving physical touch is always contingent upon the comfort and consent of the person being touched.

Ultimately, the key point is that advisory firms with team members who feel that they are genuinely valued and appreciated are in a much better position to be successful and to provide outstanding service to their clients. Learning how to express authentic appreciation intentionally, in ways that are meaningful to each individual, is not only the right thing to do in and of itself, but will also help create a healthy workplace and improve a wide array of key performance metrics throughout the business!

Weekend Reading For Financial Planners (February 10-11)

February 9, 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 a recent survey sponsored by CFP Board demonstrates the upsides of a career in financial planning, from a median salary of nearly $200,000 to flexible work schedules and a strong sense of purpose among advisors. In addition, related research suggests further opportunities for firms looking to acquire and retain talent, from providing a greater sense of autonomy to building effective service teams.

Also in industry news this week:

A recent study finds that having a defined marketing strategy is a linchpin of marketing success, as advisors with a defined strategy were more likely to have seen an increase in inbound leads during the past 12 months and have more confidence in meeting their practice goals during the coming year than those without one
The number of RIA-focused annuity marketplaces and their sales volume continues to grow as many brokers turn to the RIA channel and commission-free annuity offerings make annuities more attractive to fee-only advisors

From there, we have several articles on advisor marketing:

How creating content that answers the questions of a firm's ideal target client can help it build trust with prospective clients even before meeting with them
How advisors can best leverage client testimonials and reviews, including why video is often the most effective medium to deliver them
How advisors can effectively ask for client referrals without coming off as too 'salesy'

We also have a number of articles on cash flow and spending:

How advisors can help clients better understand the "why" of their spending habits
Why a significant number of younger Americans are suffering from "money dysmorphia" and how advisors can help them see the reality of their finances
An exploration of research-backed methods for generating the most happiness when it comes to spending money, from 'buying' time to delaying consumption

We wrap up with 3 final articles, all about saying "no":

How curating a shorter to-do list can help individuals overcome "planning bias" and get more done on time
Why saying "no" to invitations and opportunities can free up time for one's highest priorities
Experimental findings suggest that people tend to overestimate how upset those offering an invitation will be if the invitee decides to decline it, suggesting that individuals can keep more free time in their schedule without burning bridges with friends and family

Enjoy the 'light' reading!

Kitces & Carl Ep 131: What’s The Real Purpose Of (New Year’s) Goals And Finding The Next Best Action To Move Forward

February 8, 2024 07:02 am 0 Comments CATEGORY: Kitces & Carl Podcast

When a new year comes around it is often customary to set new personal and professional goals. Yet, in the midst of the tradeoffs that come with balancing new goals and their required behaviors, the challenge of creating sensible targets with flexibility and grace can be confounded by the reality of living in a world where uncertainty abounds and complex life situations are difficult (and sometimes even impossible) to map out.

In our 131st episode of Kitces & Carl, Michael Kitces and client communication expert Carl Richards discuss the value of setting goals even when our circumstances may seem overwhelmingly complex and uncertain (and even when we know that our goals will change); as doing so helps us clarify not only where we want to go and what we want to achieve, but also what our initial first steps need to be to get to the 'nearest local optimum' that will reveal new perspectives about our journey. Because developing these new perspectives, over time, are what often reveals the true direction we need to go to realize our most fulfilling success.

As a starting point, it's important to recognize the value of taking any initial step, as without that first step, getting past the myriad choices that face us can feel overwhelming and impossible. Furthermore, giving ourselves permission to shift gears and change goals instead of sticking to a rigid and unchanging blueprint for life can help us navigate and adapt to the complex environment that surrounds us. And by continually reassessing our roadmap as we take each step, we can course correct our path, adjust our goals as needed, and solve for the next nearest local optimum that we need to target to help us progress along our journey.

Accordingly, setting flexible goals and reassessing their relevance from time to time can help us make sense of the mystery that lies in the world around us while bringing clarity to the adjustments we need to make to stay on a path that continues to have meaning for us. As while setting goals can motivate people to take action to achieve the plans they make for themselves, the reality is that the sense of security that comes with having goals – which is often the source of the motivation it provides – can be based on a fleeting framework that is subject to change at any time. The question to ask ourselves as we reassess our goals, then, is if the steps we are taking continue to bring us closer to something we truly want, whether that involves improving the work we do and getting to what feels right for us, and/or aiming for better financial, emotional, or mental profits?

Ultimately, the point of having goals is to keep us moving in the right direction toward the growth and progress we want to achieve. When goals become too rigid, they can inhibit our momentum and keep us from recognizing the adjustments we need to make to stay true to our values and priorities as they inevitably change over time. Which means that keeping goals flexible and constantly assessing the steps needed to reach the finish line is crucial in crafting the most useful goals. And by following a path true to our values, continually assessing (and re-assessing) the direction we're moving, and adjusting the goals along the way, we can have confidence that the road we're traveling will continue to bring us closer to a meaningful and fulfilling future!

Fact, Situation, Feeling – Using The Iceberg Follow-Up Model To Connect With And Motivate Clients

February 7, 2024 07:03 am 0 Comments CATEGORY: Client Trust & Communication

The need for financial professionals to ask prospects and clients questions has a long history in the industry. In earlier days, questions simply facilitated the process of gathering information in order to open accounts and recommend the appropriate products to be sold. However, as the industry evolved from being primarily transaction-based to relationship-based, it has become increasingly important for advicers to become less sales-oriented and more focused on how they can better develop deep, long-term connections with their clients. One of the best ways to accomplish that goal is not to ask better questions, but to also ask engaging follow-up questions that build trust and rapport with clients. The key, then, is in learning a conversational skillset that is natural and keeps the focus on the client.

Fortunately, there is framework that advicers can use to ask authentic and impactful follow-up questions called the Iceberg Method. This technique utilizes a 3-question format that uncovers what matters most to a client and helps develop (and deepen) the client/advicer relationship. It features a succession of questions that first seeks to uncover key facts, then explores the meaning and situational context around those facts, and, finally, offers insight into the client's feelings and values around their particular situation.

Accordingly, the process starts with fact-finding questions, which ideally should be open-ended questions framed as statements (e.g., telling the client or prospect to share what prompted them to reach out), since people can sometimes perceive fact-finding questions such as "What have you done so far to save for retirement?" as judgmental. From there, advicers can dig deeper into the iceberg by asking follow-up questions that are designed to discover the context around information gleaned from the fact-finding stage. These 'situation' questions (which, again, are also more effective when presented in the command/statement form) help the client tell the story around their facts and share why something is important to them.

After understanding the facts and gaining additional situational context, advicers can finally explore the feelings that the client has around the subject that's under discussion by asking follow-up questions about their emotions. Framing these questions properly is essential. Introducing these questions with phrases such as, "It seems that," or, "I've noticed that" or "I'm interested in hearing more about" and then asking how they feel about the accompanying observations is an effective way to invite clients to reveal their honest feelings that drive and inspire them to commit to their financial goals (and implement their advicer's recommendations!).

Ultimately, the key point is that advicers who can learn how to communicate more effectively will not only differentiate themselves in the marketplace, but (importantly) will also do a better job of helping their clients achieve their goals by fostering emotional buy-in to their financial plan. Implementing the 3-stage Iceberg Method for follow-up questions can help clients feel heard and connected, which can deepen and enrich the client/advicer bond, helping engender a trusting and long relationship!

#FA Success Ep 371: Pairing Equity Appreciation Rights With Partnership Equity To Retain Long-Term Advisor Talent, With David Savir

February 6, 2024 07:02 am 0 Comments CATEGORY: Financial Advisor Success Podcast

Welcome everyone! Welcome to the 371st episode of the Financial Advisor Success Podcast!

My guest on today's podcast is David Savir. David is the Co-Founder and CEO of Element Pointe Family Office, a Fee-Only RIA based in Miami, Florida that oversees almost $1.6 billion in assets under advisement for 50 client households.

What's unique about David, though, is that through his 8 years building Element Pointe and focusing exclusively on high and ultra-high-net-worth clients, he and his partner Carlos Dominguez have created an Equity Appreciation Rights plan to enable the members of their team to participate in the growth of the firm, and key team members can then use the cash they earn (after a 3-4 year vesting period) to help fund the buy-in to become future partners, where they get outright equity, voting rights, and a seat at the proverbial (or actual) management team table.

In this episode, we talk in-depth about how David not only works with ultra-high-net-worth clients with 10s of millions of dollars but has found such success with that core clientele that they've dialed back on working with more "emerging wealth" clients to just focus on the type of clientele to whom they deliver the most value, how David and his partner Carlos have increasingly adopted an investment approach utilizing both public and private market investments but have found it more beneficial to develop relationships with private equity and private credit firms directly on behalf of their clients and minimize their use of popular alternative investments platforms, and how Element Pointe has increasingly expanded its services beyond its original investment management capabilities to provide more financial planning and family office services… to the point that now in 2024, despite all the industry buzz about fee compression, they're actually raising their advisory fees to better reflect the real value they're providing .

We also talk about David's journey from an MBA and law background to joining Goldman Sachs, and later JPMorgan, where he initially built with ultra-high net worth clients used his firms' premium brands, until he was ready to break out on his own as an independent, the way David built a team around him to support the hyper-customized portfolio needs of his complex clientele who have to align investment decisions with navigating the timing of cash flows out of GRATs and note payments on IDGTs, and how the growth of what's become an 11-person team at his independent firm made David and his co-founder Carlos realize that they needed both a path to partnership for their next generation advisors and a way to make that path affordable, which led them to an equity appreciation rights plan to allow key team members to participate in the financial growth of the firm until they were offered a chance to outright buy in as equity partners.

And be certain to listen to the end, where David shares struggles with relinquishing control and how a key mentor cautioned him that it wouldn't be enough to 'just' compensate his team well while trying to keep all the firm's equity to himself, the way David balanced his goals of building and expanding a network of professional COIs that could provide him referrals and the sheer need to cold-call in his early years just to get any new clients on board when he was first getting started, and how David handled the challenges when he discovered that being an independent wasn't just about having more control and autonomy, it also meant figuring out everything from team and hiring to trade order management systems and technology APIs, and how it took a full 3 years before he finally felt like the challenges he faced in the business were no longer about the existential threat to survive but simply the strategic opportunities they would have to navigate to reach the next level of success.

So, whether you're interested in learning about David's focused strategy with ultra-high-net-worth clients, how David and his partner implemented an equity appreciation rights plan at the firm, or how he hires team members to support hyper-customized needs of clients, then we hope you enjoy this episode of the Financial Advisor Success podcast, with David Savir.Read More...

The Latest In Financial #AdvisorTech (February 2024)

February 5, 2024 07:01 am 0 Comments CATEGORY: Technology & Advisor FinTech

Welcome to the February 2024 issue of the Latest News in Financial #AdvisorTech – where we look at the big news, announcements, and underlying trends and developments that are emerging in the world of technology solutions for financial advisors!

This month's edition kicks off with the news that financial planning software platform RightCapital has launched a workflow management tool called RightFlows to help advisors manage and assign steps in the financial planning process to team members and clients – which on the one hand capitalizes on advisor demand for workflow solutions tailored to the financial planning process without using a separate third-party tool, but on the other hand raises questions about how many different workflow support tools advisors will want to manage, given that many already use workflows within their CRM software (and other individual software tools may follow RightCapital's lead by offering their own embedded workflows).

From there, the latest highlights also feature a number of other interesting advisor technology announcements, including:

Dispatch (formerly OneAdvisory) recently raised $8 million in seed funding as it seeks to provide a centralized data warehousing solution for advisory firms and eliminate the need for point-to-point data integrations between individual software solutions – which although a relatively new category for AdvisorTech, seems poised to pick up steam as advisors increasingly seek better integration among their constantly-expanding tech stacks
Flourish has launched a new annuities platform, aiming to not only provide a marketplace of fee-based annuities for fiduciary RIAs but also to solve for the operational challenges of implementing annuities (and their notoriously burdensome paperwork) through streamlining and automation of the application process
Estate planning software provider Vanilla has announced a partnership with Vanguard's Ultra-High-Net-Worth (UHNW)-focused Personal Advisors Wealth Management, as Vanguard seeks to improve its estate planning offerings to better compete with other UHNW-focused firms and shows that the market for estate planning technology remains strong even as fewer and fewer people are actually subject to estate tax

Read the analysis about these announcements in this month's column, and a discussion of more trends in advisor technology, including:

Income Lab has released Life Hub, its holistic "financial dashboard" tool, as a standalone software offering where it will compete with Asset-Map – which underscores the growing popularity of tools that can clearly visualize a client's current financial situation, while highlighting how different software companies have approached the question of whether to split off popular features as their own standalone solutions or to leave them "bundled" with their other offerings
At the annual T3 Technology Conference, Artificial Intelligence (AI)-related vendors were present, but overall the tone towards AI was more measured than expected given the hype surrounding AI over the past year – suggesting that even though AI may prove transformative for AdvisorTech in the long run, it has a long road ahead for gaining trust and adoption in the advisory industry

And be certain to read to the end, where we have provided an update to our popular "Financial AdvisorTech Solutions Map" (and also added the changes to our AdvisorTech Directory) as well!

*And for #AdvisorTech companies who want to submit their tech announcements for consideration in future issues, please submit to [email protected]!

Weekend Reading For Financial Planners (February 3-4)

February 2, 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 a Morningstar survey has found that financial advisory clients are more likely to stick with their advisor for emotional reasons rather than investment returns alone. Which suggests that building trusting relationships with their clients and giving them added confidence in their financial decision-making (rather than focusing on ways to juice investment returns) could be the keys to improving client retention!

Also in industry news this week:

A recent study from advisor digital marketing firm Snappy Kraken suggests firms that invest in Search Engine Optimization (SEO), have a regular cadence of emails to their subscriber list, and include video content in these messages tend to get greater returns from their marketing efforts
CFP Board has created a guide to help financial advisors vet potential technology providers to ensure not only that software tools will provide accurate outputs for the advisor's clients, but also will allow the advisors to remain in compliance with relevant regulations

From there, we have several articles on practice management:

A step-by-step guide to the process of buying or selling an RIA, from the due diligence undertaken by both the buyer and seller to the legal documents that can protect both parties
While the number of minority investments in RIAs slowed down in 2023, they could pick up as some founders nearing retirement are finding their next-gen advisors are unable to buy them out in full
Why private equity dollars continue to flow into the RIA space and how these investments differ from the common private equity "fix and flip" approach

We also have a number of articles on cash flow and spending:

The IRS has debuted its Direct File online portal to allow (a relatively small group of) consumers to file their taxes directly through the IRS website for free, though many might still choose to use more advanced software or human tax preparers
While the new FAFSA form is simpler than its predecessors, its delayed rollout is causing headaches for some families with students applying to college this year
Why a measure in "SECURE Act 2.0" allowing transfers of leftover funds from a 529 plan to a Roth IRA could give clients more confidence in funding these education savings accounts

We wrap up with 3 final articles, all about health and wellness:

Why an individual's "healthspan" could be even more important than their lifespan when it comes to determining their happiness and potentially merits consideration when preparing a financial plan
How maintaining muscular strength can play a key role in promoting health as one ages and why regular weightlifting sessions are not necessarily required to do so
How caffeine can provide a variety of health benefits in addition to providing a jolt of energy

Enjoy the 'light' reading!

Using A Testamentary Charitable Remainder Unitrust (T-CRUT) To Give Twice To Both Loved Ones And Charitable Organizations

January 31, 2024 07:03 am 0 Comments CATEGORY: Estate Planning

In late 2019, Congress passed the Setting Every Community Up for Retirement Enhancement (SECURE) Act, introducing several significant changes to retirement planning. Of the many provisions in the bill, the so-called "Death of the Stretch" arguably received the lion's share of consternation from the financial advisor community. Under the new law, non-spouse beneficiaries (with few exceptions) must now withdraw the entirety of an inherited IRA within 10 years of the account owner's passing rather than over their own lifetimes. This shift has led financial advisors to explore new strategies for mitigating the resulting tax-planning challenges. One effective approach is the use of a Testamentary Charitable Remainder UniTrust (T-CRUT). As a non-person entity, the T-CRUT is not subject to the 10-Year Rule and can be designated as the IRA beneficiary while naming the original non-spouse beneficiary as an income recipient of the trust and a charitable organization as the remainder beneficiary. This allows the account to grow on a tax-deferred basis, with income to beneficiaries being taxed when distributions are made.

In this guest post, Kathleen Rehl, a "reFired" financial planner and author of "Moving Forward on Your Own: A Financial Guidebook for Widows", shares her story of how (and why) she used a T-CRUT to create, upon her passing, a steady stream of income for her son, thus preserving the wealth of his legacy over time, avoiding the income tax burden that he would potentially encounter as the sole beneficiary of her IRA, and leaving a portion of that account to various nonprofits she supports.

Notably, her strategy to preserve her son's wealth while meeting her own charitable goals relies on 4 key principles. First is that the underlying vehicle is a Charitable Remainder UniTrust (CRUT), which pays a fixed percentage of the trust's value for either a specified number of years (not to exceed 20) or through the lifetime of the beneficiary. Second is that the CRUT is testamentary (i.e., it is an 'empty basket' that doesn't receive funds until the owner's passing). Third, the IRA assets are directed to the T-CRUT as its funding source upon her passing, and fourth, that, at the end of the specified period, a minimum of 10% of the initial fair market value of the assets placed within the trust is transferred to a qualified charity (or charities) as the final remainder beneficiary.

While such a strategy may not provide the same level of after-tax benefit to her son if he were to inherit her IRA outright (where he would be faced with the temptation to empty the account and spend the proceeds immediately), the T-CRUT strategy ensures her son's financial security through an annual income stream lasting into his retirement as well as leaving a charitable legacy that matches her values. As such, while leaving funds in an IRA may be the better option for those seeking to maximize wealth, using a T-CRUT to preserve wealth for a beneficiary while meeting philanthropic goals can be a very appealing solution.

Ultimately, the key point is that there are a number of tools that financial advisors can use to help their clients' beneficiaries circumvent the tax burden (as well as other potential challenges) associated with inheriting retirement accounts. More importantly, using various tax-efficient "Give It Twice" charitable tools allows financial advisors to help their clients create comprehensive estate plans that can benefit both their loved ones and the causes that are most meaningful to them!

#FA Success Ep 370: Leveraging Google Reviews To Generate Inbound Local Prospects, With Tim Goodwin

January 30, 2024 07:02 am 0 Comments CATEGORY: Financial Advisor Success Podcast

Welcome back to the 370th episode of the Financial Advisor Success podcast!

My guest on today's podcast is Tim Goodwin. Tim is the founder of Goodwin Investment Advisory, an RIA based in Woodstock, Georgia, that oversees $275M in assets under management for 370 client households.

What's unique about Tim, though, is how he leaned into Search Engine Optimization (SEO) – Google Reviews in particular – coupled with paid search ads to capture consumers actually searching for "financial advisor near me", and in the process has created a robust prospecting pipeline, which has generated so much demand that Tim has had to triple his minimum fee requirements in the last 2 years.

In this episode, we talk in-depth about how Tim built a pipeline for growth by systematically asking for reviews online, which has resulted in almost 50% of his clients posting Google Reviews, how Tim leverages those 150+ Google Reviews, alongside signing up for Google Screened, and investing into paid search, targeted, and remarketing ads, to build prospects' trust and get them comfortable in reaching out over the internet, and how Tim has reallocated his marketing dollars from third-party lead generation platforms and instead invested more deeply in his firm's own SEO and Google results, driving a 2.5X return in new onboarded client revenue for every $1 spent in marketing.

We also talk about how Tim's marketing success led to a level of growth and in-flow clients that created significant capacity constraints, and why he ultimately decided to decrease the quantity of prospects and increase the quality of prospects by increasing his firm's minimums (and then crafted an options-focused framework to 'graduating' clients who didn't meet those new minimums and ensure they could transition in an empowering way), how Tim navigates the sometimes contradictory pull between running a profitable firm, preventing employee burnout, and a desire to serve clients… (who may no longer meet the firm's growing minimums), and why Tim has made the health and happiness of his employees, not his clients, his priority as a founder and leader – because as Tim highlights, a cared-for and happy staff ultimately give better a better client experience anyway.

And be certain to listen to the end, where Tim shares why he has found that clients – who already enjoy and understand the company culture and objectives – can yield great dividends as a place to find new employees, how, as a 22-year old tackling the hurdle of not just finding, but also establishing trust with older prospects, Tim was able to get over the initial painful ramp-up by giving himself a 2-year deadline to make the firm pay for itself, and how Tim has intentionally sought out and created 2 of his own Mastermind groups as a way to cope with the challenge that as a founder, it can be lonely at the top, and helps to have peers who understand and can empathize with the weight of being in charge and having team members rely on you for their livelihood.

So, whether you're interested in learning about how Tim's ongoing investment into a healthy and a SEO-reputable website resulted in a multi-dimensional prospecting in-flow, how Tim manages SEC marketing compliance while still consistently asking clients for referrals, and how Tim has built a 'fireproof' hiring process putting people in roles that matched their natural aptitudes and inclinations, then we hope you enjoy this episode, with Tim Goodwin.

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#FA Success Ep 372: Quadrupling Revenue By Restructuring Your Business Model To Reflect Your Entire Value To Clients, With Melody Townsend

The Importance Of Employee Appreciation (Going Beyond Just Recognition) For Advisory Team Satisfaction And Retention

Weekend Reading For Financial Planners (February 10-11)

Kitces & Carl Ep 131: What’s The Real Purpose Of (New Year’s) Goals And Finding The Next Best Action To Move Forward

Want CE Credit for reading articles like this?

Fact, Situation, Feeling – Using The Iceberg Follow-Up Model To Connect With And Motivate Clients

#FA Success Ep 371: Pairing Equity Appreciation Rights With Partnership Equity To Retain Long-Term Advisor Talent, With David Savir

The Latest In Financial #AdvisorTech (February 2024)

Weekend Reading For Financial Planners (February 3-4)

Want CE Credit for reading articles like this?

Using A Testamentary Charitable Remainder Unitrust (T-CRUT) To Give Twice To Both Loved Ones And Charitable Organizations

#FA Success Ep 370: Leveraging Google Reviews To Generate Inbound Local Prospects, With Tim Goodwin

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