size-fits-all. The business model of thefuture will allow people to pick andchoose, and cobble together the servicesthey want and need.
When it comes to marketing, what
should FAs be working at now?
It’s a great time for them to take stock oftheir online properties and think abouthow they can move themselves forward by having a profile and messagingthat’s more compelling than the typicaladvisor website; for example, [content]that [more thoroughly] describes theirvalue proposition.
What else would you suggest advisors do?
Turn the tables and take a look not only
at their website but their LinkedIn pro-
file, even their headshot. Do they reveal
enough from the professional side and the
personal side? Do they say what the advi-
sor wants them to say? Maybe they can
even go through these with clients and
ask what they like and don’t like about the
way the advisor works. Now is the time for
advisors to evaluate and redo their brand.
How can FAs use social media more
Social media has evolved into social selling, which is more about building relationships online, and less about clientacquisition. People working from homehave more time to spend online looking atwebsites to get a feel for a firm or personthey’d like to work with. Social media isdefinitely here to stay and is acceleratingfor firms and advisors who are adopting it.
Have you needed to overcome a large
challenge since launching your firm in
When I started my business around
wealth, next-gen and technology, I went
to the head of one of the big banks. He
told me I was too old to be an entre-
preneur. He told me banks will never
hire outside firms, that high-net-worth
[people] will never be on the internet
and that social media was a fad. I feel
like everyone has caught up with me!
Do you think the pandemic might bringmore women into the advisor profession?It could. As women are changing careerpaths and moving into new jobs, it’sthe perfect entrepreneurial [profession].[Many] women are the lead breadwinner and have proven that they have theability to plan for their family. So thatmight lead them naturally to become[advisors] — which would be anotherpositive outcome.
Jane Wollman Rusoff specializes ininterviews with thought leaders. An authorand prolific journalist, Jane is founder of
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