Tag Archives: Client Acquisition

Ep. 112 – Referrals Aren’t Dead But Are They Enough?  A Marketing Conversation with Molly McClure

Practice Management, Referrals & Introductions, , , , , , , , , , , , , , , , , , , ,

In this episode of the Top Advisor Podcast, Bill Cates sits down with Molly McClure, Executive Director of Marketing at OnePoint BFG Wealth Partners, to look at how prospects choose a financial advisor today.

A trusted introduction may put an advisor at the top of the list, but prospects still do their homework. They check your website. They look at your LinkedIn profile. They search Google, and increasingly, they ask AI.  Yup!  For better or worse, AI is playing a huge role in this dynamic now.

Molly shares what advisors can do to strengthen that next step and make sure their marketing supports the tried and true referral process.

Here are 3 Key Takeaways:

  1. The Referral Gets You Considered:
    A warm introduction opens the door. Your online presence helps the prospect decide whether to walk through it. The referral comes with borrowed trust. Your online presence can increase that – if done properly.
  2. Your Message Has to Be Specific:
    Does your website clearly show who you help, what makes you different, and why the prospect should call you? Do your new prospects “see themselves” in how you talk about your value?
  3. Client Surveys Can Start Better Conversations:
    Client survey results can lead you to clients who are willing to refer but maybe haven’t done so… yet. This creates a natural opportunity to follow up and help them recognize who may be a good fit.

 

Listen in for a smart, practical conversation about blending referrals and marketing, with advice on creating useful content, improving search visibility, simplifying website forms, and making sure your links and follow-up systems work, so you can become the first call clients make when life gets complex.

Don’t forget to check out the show notes for free resources and get ready to turn great ideas into meaningful action!

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About Our Guest

Molly McClure is the Executive Director of Marketing at OnePoint BFG Wealth Partners, where she leads the firm’s marketing strategy and brand growth.

With nearly 20 years of experience in technology, financial services, and fintech, Molly is known for making complex ideas clear and building marketing programs that deliver real results. Before joining OnePoint BFG, she led U.S. marketing for a fintech division of Invesco and helped drive significant growth in both revenue and brand awareness.

Molly was also named the 2025 Gold Stevie Award winner for Marketing Executive of the Year. A Michigan native, she credits her early years working on her grandparents’ cherry farm with shaping her hands-on approach to leadership.

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#110 – Cultivating Community and Challenging Retirement Myths with Derek Coburn

Life Balance, Practice Management, , , , , , , , , , , , , , , , , , , , , , , , , ,

Thrilled to have interviewed Derek Coburn on the latest episode of the Top Advisor Podcast!

Derek built and sold a thriving financial practice, created the renowned networking community Cadre, and is a bestselling author challenging the conventional views on retirement.

Whether you’re a financial advisor or a growth-minded professional, his journey and perspectives are a must-listen. Here are 3 key takeaways for you:

  1. Curated Networking Beats Cold Outreach:
    Derek found greater success – and deeper relationships – by moving away from mass networking events and instead hosting highly curated, small-group gatherings that create meaningful connections.Tired of large, impersonal networking events? Derek shares how hosting smaller, curated roundtable lunches led to deeper connections and eventually grew into Cadre, a thriving community for entrepreneurs and business leaders
  2. Redefining Retirement:
    Question the traditional model of retirement. The story of Derek’s Dad and his book Let’s Retire Retirement shows that maintaining purpose beyond 65 can not only improve well-being but also offer financial flexibility.Derek challenges traditional thinking about retirement, asking: Should we be steering clients toward a destination they may not truly want?
  3. It’s About Being Present, Not Just Planning:True wealth is about maximizing meaningful moments with family and friends throughout life—not deferring them until “someday.” Don’t underestimate the value of $50,000 moments.Check out this episode for practical ideas on building your network, challenging outdated industry advice, and living life more fully now and later!

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#107 – 3 Top Advisor Growth Strategies – Part 1 with Bill Cates, CSP, CPAE

Client Experience & Loyalty, Creating Advocates, Philanthropy, Referrals & Introductions, , , , , , , , , , , , , , , , , , , , , , , , , ,

Welcome to a special solo edition of the Top Advisor Podcast! In this episode, host Bill Cates pulls from decades of coaching, interviewing, and his own experience to deliver a powerful session on best practices for bringing in new clients and creating real advocates for your business.

Unlike typical interview-driven episodes, today’s focus is on actionable principles, strategies, and tactics that top advisors are using right now.

Bill dives deep into what it means to be truly referable and remarkable, i.e., “worthy of remark” – exploring the vital difference between simply keeping clients happy and elevating your relationships to the level where clients enthusiastically introduce you to others.

You’ll hear real examples from standout advisors, learn about the game-changing 3 Rs of relationship marketing, and discover how targeting the right markets, building strong personal connections, and embracing your clients’ money beliefs can transform the growth and reputation of your practice.

Packed with concrete examples, episode references, and tested tools, this solo session is your roadmap to moving from incremental to exponential growth, cultivating a culture of introductions, and becoming the advisor everyone talks about.

Tune in for inspiration, insights, and practical steps you can start using today.

3 Top Takeaways

  • Being Referable Means Going Beyond Good Service: Bill Cates emphasizes that referability is about creating deeper engagement and trust with clients. It’s not just about solid financial planning; it’s about forming value connections and personal connections that turn clients into advocates.
  • Build a Clear Target Market and Reputation: Many top advisors cited in the episode have a well-defined target market, which makes their messaging more relevant, strengthens their reputation, and leads to more introductions. As Bill Cates points out, “vague intentions produce vague results; clear intentions produce clear results.”
  • Leverage Empathy & Money Stories: Helping clients explore and reframe their beliefs about money builds lasting relationships and positions you as a trusted advisor. Bill Cates shares how unpacking “broken money stories” brings a rich value to your clients that few advisors leverage. This strategy creates advocates and unsolicited referrals.

Whether you’re a seasoned pro, just starting out, or somewhere in between, these principles, strategies, and tactics are game changers for client acquisition and building a thriving practice.

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#105 – Your Road Map to Ideal Clients, Ideal Business, and Ideal Life with Bill Bachrach, CSP, CPAE

Life Balance, Practice Management, Referrals & Introductions, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

“Most financial advisors work too many hours for too little money for too many of the wrong clients.”
– Bill Bachrach, CSP, CPAE
.

If you’re a financial advisor looking to grow your ideal practice, this session is a must-listen.

We unpacked the power of building high-trust relationships and how just 50 ideal clients paying $20,000 a year can transform your business and your life.

NOT LOOKING for this exact model?  Keep listening.  The principles, strategies, and tactics discussed can apply to any advisory model.

It’s all about asking great questions, truly listening, and focusing on quality over quantity.

Plus, we discuss practical strategies to transition from a busy, overwhelming practice to your dream client base. Unlock the roadmap to results and become the trusted advisor your clients deserve!

Bill C. and Bill B. Discuss:

  • Most advisors work too many hours for too little money and too many of the wrong clients. Want real change? Focus on fewer, ideal clients – quality over quantity. Build a business that funds your ideal life.
  • Trust isn’t a sales tactic. It’s the foundation. Skip the features and benefits. Ask real questions and listen deeply. Human connection still trumps everything in the financial advisory world.
  • “What’s important about money to you?” That simple question opens up a valuable conversation. Listen without rushing. Silence is powerful. Remember that sometimes people just need extra time to think before revealing what matters most.
  • Referrals aren’t automatic. Clients need to trust you at the highest level before risking their relationships for you. Consistent follow-through and genuine care make the difference. Earn that bridge.
  • AI is here, but human-to-human connection is what sets trusted advisors apart. Use technology for efficiency, but double down on listening and empathy. Be as analog and human as possible with your clients.

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#102 – Low-Cost Ways to Turn Client Satisfaction into Client Loyalty with Richard Weylman, CPAE

Client Experience, Client Experience & Loyalty, COI's, communicating your value, Creating Advocates, Education, Finance, Generational Wealth, Leadership, Life Balance, Life Management, Marketing, Philanthropy, Practice Management, Prospecting, Referrals & Introductions, Social Media, Speaking, Target Marketing, Top Advisors, , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

Client expectations in financial services have evolved. Today’s clients aren’t just looking for great service; they’re seeking authentic connection and meaningful experiences. 

In this episode of the Top Advisor Podcast, Bill Cates is joined by acclaimed author and consultant Richard Weylman to explore how advisors can build deeper client engagement, loyalty, and advocacy. 

Drawing on decades of research and field experience, Richard explains why empathy, thoughtful communication, and personalized experiences are now the keys to standing out – to attract and retain ideal clients.

Richard shares practical strategies and real-life examples, including how small, intentional actions can generate lasting relationships and even significant referrals.

Bill and Richard Discuss:

  • The four keys to remarkable client experiences
  • Why “great service” isn’t enough anymore
  • Why a structured, proactive communication plan sets top advisors apart and how often our clients really expect to hear from you
  • The power of asking better questions
  • Why clients who are merely “satisfied” are always at risk of leaving and how to become the kind of advisor they advocate for with their friends and colleagues
  • … And more!

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About Richard Weylman:    

Richard was orphaned at age 6, lived in 19 foster homes and attended 11 different schools. Breaking out of those circumstances, he led an award-winning Rolls-Royce Motorcar operation then progressed to heading and then creating the initial sales and marketing organization for The Robb Report, an internationally recognized magazine for the affluent lifestyle.

For nearly three decades Richard has been honored to show business owners and professionals around the world the path to proven business growth and success. He uses his unique ability to see things from the client’s or customer’s perspective and interpret their needs to then create the prescriptive strategies and tactics needed to elevate business performance in today’s marketplace.

As a researcher, author, consultant, and serial entrepreneur, he helps to deliver personalized and dynamic presentations that achieve real outcomes and measurable results.

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#91 Standing Out: Niche Marketing for Financial Advisors with Kristen Luke

Client Experience, communicating your value, Creating Advocates, Education, Finance, Generational Wealth, Leadership, Marketing, Practice Management, Prospecting, Referrals & Introductions, Social Media, Speaking, Top Advisors, , , , , , , , ,

In a crowded market, how can financial advisors truly stand out and attract their ideal clients?

What’s the key difference between a target market and a niche, and why does it matter?

In this episode, Referral Coach Bill Cates interviews Kristen Luke, marketing strategist and author of: Uncomparable: The Financial Advisor’s Guide to Standing Out through Niche Marketing.

Kristen shares her insights on the power of niche marketing for financial advisors and RIAs. She also discusses how to define a niche, the importance of speaking the client’s language, and the concept of being “Uncomparable”.

Kristen discusses: 

  • (03:34) The transformative potential of niche marketing
  • (07:16) Differences between target and niche markets
  • (24:32) Real-life impacts of a niche-focused strategy 
  • (29:04) The 6-component framework for niche success 
  • …And more!

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About Kristen Luke:

Marketing is hard for most financial advisors because they all look and sound the same to a prospect. Kristen helps Registered Investment Advisors market themselves to a niche, making it easier for them to stand out from the competition and attract ideal clients.

Kaleido Creative Studio works exclusively with RIAs to build a niche-focused marketing system that produces a consistent flow of ideal prospects; differentiates firms from the competition; and eliminates the need to be the best salesperson or marketer to win clients.

For more than 15 years, Kristen has consulted with hundreds of financial advisory firms and shared her marketing expertise via industry conferences and publications nationwide. Most recently, she has contributed her advice to FPA NorCal, DFA Study Groups, Kitces.com, Top Advisor Podcast, Kitces Office Hours, and Advisor Perspectives.

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#89 Referrals, Social, and Events: A Modern Playbook for Growth with Abby Salameh

Creating Advocates, Marketing, Practice Management, Prospecting, Referrals & Introductions, Social Media, , , , , , , ,

Referrals have always been the fastest and most predominant way that advisors have grown their business. But… it’s not the only way.

Abby Salameh, Chief Growth Officer at RFG Advisory, dives deep into what’s working right now when it comes to client acquisition for top-performing financial advisors.

Abby shares insights into four primary strategies her firm is using to drive growth: referrals, paid social events, and digital marketing. 

You’ll hear how RFG equips advisors with toolkits and systematized processes to make asking for referrals less awkward and more effective. She also highlights the importance of nurturing new connections through drip campaigns and personalized follow-up.

Bill and Abby also explore how paid social and digital campaigns are creating fresh opportunities, and why events – especially educational ones – remain a tried-and-true method for attracting new clients.

But that’s not all! Abby highlights RFG’s StrongHer Money initiative, designed to empower women investors and help advisors better connect with this fast-growing segment. 

Finally, Abby shares her vision for the future of the industry, emphasizing the rising importance of behavioral coaching and building genuine, trust-based client relationships.

Bill and Abby discuss: 

  • (04:15) Proven strategies for generating more client referrals and introductions
  • (13:01) The importance of behavioral finance and its role in client relationship building
  • (16:29) Leveraging paid social media to amplify your brand and reach new prospects
  • (22:50) Hosting successful client events and how they integrate with digital marketing
  • (29:48) RFG Advisory’s initiative to empower and attract women investors
  • …And more!

Plus, Abby shares a free growth guide packed with proven strategies used by advisors who are achieving 20%+ organic growth.

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Cates Resources: 

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About Abby Salameh:

Abby Salameh currently serves as RFG Advisory’s Chief Growth Officer. Ms. Salameh served as CAIS’ Chief Marketing Officer, where she headed the firm’s corporate and field marketing teams. Ms. Salameh has worked in the advisory industry for over 20 years: Before joining CAIS, she served as Hightower’s Chief Marketing Officer for two years taking the firm brand through a strategic rebrand in order to transform itself from a recruiter of ex-wirehouse advisors into a serial acquirer of RIAs.

Prior to that, Ms. Salameh was CMO at Private Advisor Group, a $20 billion RIA, where she spent six years creating top-line solutions for independent advisors. She has also previously held leadership positions at Fusion Advisor Network, where she successfully led the company’s sale to NFP, and was Head of Marketing for Institutional Services at TD Ameritrade and TD Waterhouse, where she was responsible for managing all aspects of the company’s marketing, advertising, conference and practice management initiatives. Ms. Salameh began her career at Sanford C. Bernstein before moving on to become a founding member of the team that launched InvestmentNews.

Ms. Salameh is a leader for the FSI Growth & Marketing Council, a member of the Invest in Others Marketing Council, a vetted industry speaker, and a regular volunteer at her local animal shelter. She holds an MBA from the NYU Stern School of Business and a bachelor’s degree in finance from Hofstra University.

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Episode #74 How Target Markets and Work-Life Balance Drive Client Growth with Chad Hufford

Education, Finance, Leadership, Marketing, Prospecting, Speaking, Top Advisors, , , , , , , , , , , , , , , , , , , , ,

If you think work-life balance is hard to achieve, you’re probably right.

With that said, THIS advisor has done it. His path to success is amazing!

The strategic decisions he made early in his career have allowed him to build a practice and a life that many aspire to.

In this episode, Referral Coach Bill Cates interviews Chad Hufford, owner of Veritas Wealth Management and bestselling author of “Forging Financial Freedom,” to discover how he built a successful financial practice that prioritizes both high achievement and personal freedom through work-life balance.

Chad reveals the critical early decisions that shaped his business, the importance of having a specific target market, and his unique approach to client responsiveness.

Bill and Chad discuss: 

  • How Chad established work-life balance as a priority at the beginning of his career and made some hard choices to fully live out his vision.
  • The importance of a well-defined target market for achieving exponential growth.
  • Chad’s unique perspective on being responsive to clients without being constantly available. (You will probably envy what he’s created here.)
  • The role of podcasting in Chad’s marketing strategy, and his plans for future growth.
  • …And more!

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About Chad Hufford:

Born and raised in Anchorage, Alaska, Chad grew up in the financial industry, learning under his father, Steve. Chad graduated from the University of Alaska, and seeing the great need for holistic financial advice and coaching, he opened his own financial service practice in 2007 in Anchorage, Alaska, and now serves clients and their families across the US.

He founded Veritas in 2014 as he continued to expand his team and services. Soon after Veritas opened its doors, Chad began his relationship with Ramsey Solutions as Dave Ramsey’s SmartVestor Pro and is the longest-tenured Ramsey SVP in Alaska.

With a strong background in athletics, Chad brings a coaching mindset and the heart of a teacher to financial planning and investing as he strives to both empower and educate his clients on their journeys to financial freedom and independence.

Chad and his wife, Tiffany (also a life-long Alaskan), have been blessed with six wonderful children. Tiffany stays busy homeschooling the kids, and the whole family is very involved in their church and local community.

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Episode #70 Strategic Email Marketing for Financial Advisors with James Pollard

Education, Finance, Leadership, Marketing, Prospecting, Speaking, Top Advisors, Uncategorized, , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

Is email marketing for financial advisors dead?  Not by a long shot!

Are there productive and unproductive ways to use email in your marketing process?  You bet!

Email is still an effective and affordable marketing/prospecting tool that – if used correctly – can contribute significantly to your new-client growth. 

Discover the secret to leveraging the potent power of personalized email marketing for financial advisors!

In this episode, Referral Coach Bill Cates interviews James Pollard, the host of The Financial Advisor Marketing Podcast and founder of TheAdvisorCoach.com.

Discover the secrets to cutting through the email clutter, attracting Right-Fit Clients™, and leveraging email to increase your revenue without boosting marketing expenses. 

Bill & James discuss:  

  • The myth that email marketing for financial advisors is dead and revealing its unparalleled efficiency in the financial advisory realm.
  • Getting started with email marketing, including the critical steps to follow in order to achieve success.
  • The crucial role of personalizing your emails and the significant impact it can have on client engagement and relationship building.
  • The most effective subject lines for email marketing campaigns.
  • The biggest mistakes advisors make with email marketing.
  • Strategic calls to action and maximizing conversion rates.
  • Addressing objections and building trust with potential clients.
  • … And more!

 

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About James Pollard:

James Pollard is the host of the “Financial Advisor Marketing” podcast, which boasts over 250 episodes specifically crafted to assist financial advisors in client acquisition.

He is also the founder of TheAdvisorCoach.com, a leading resource in the financial advice industry known for its extensive business-building information. Since 2015, his products and services have aided over 50,000 financial advisors in expanding their clientele.

James’ expertise has been featured in esteemed publications such as Forbes, Financial Advisor Magazine, and The Journal of Financial Planning.

In addition, he has had the honor of addressing financial advisor groups worldwide, engaging audiences ranging from small, intimate gatherings of ten to large conferences with thousands of attendees.

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Episode #69 Growth Through Books and Financial Advisor Target Markets with Michael Budnick

Education, Finance, Leadership, Marketing, Prospecting, Speaking, Top Advisors, , , , , , , , , , , , , , , , , , , , , , , , , , , ,

When it comes to financial advisor target markets, one proven strategy to create extraordinary success in your business is to be crystal clear and laser focused on your Right-Fit Clients™.

That’s exactly what our guest has done to build his successful advisory practice.  

And one tool he uses to demonstrate his focus, credibility, and wisdom is a book – a book written specifically for his target market.

Michael Budnick, International Bestselling Author and Holistic Financial Planner, exemplifies this approach, targeting a specific demographic with tailored services and thought leadership. 

In this episode, Michael shares his unique story and lessons learned in building his business. He demonstrates the importance and value of focusing on a specific target market, and the role of his books in attracting new clients.

Bill & Michael Discuss:

  • Michael’s transition from corporate work to establishing Budnick Wealth Management, specializing in retirement planning and college tuition advising
  • The creation of his books, including The Prosperous Nurse, and how they serve as tools for credibility and client acquisition.
  • His strategic focus on nurses as a target market due to their caring nature and the practical business opportunities they present.
  • The benefits of having a clear financial advisor target market, such as becoming an opinion leader and creating more effective client communication.
  • The various methods he uses to promote his books and attract new clients, including LinkedIn campaigns, book signings, and leveraging client advocates.
  • …And more!

 

Resources: 

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About Michael Budnick:

Michael Budnick is a holistic fiduciary investment adviser with Royal Fund Management. Michael has specialized in investment and retirement planning for over 25 years. His mission is to help his clients define how they want to live their retirement, and then help them realize those goals by creating a retirement strategy that is unique to them.

Previously, Michael served as Vice President for Great-West Retirement Plan Services, at that time a $41.5 billion institution. Michael managed and supervised all the company’s account executives and administrative staff in his Houston, St. Louis, and Oklahoma City offices. His leadership brought about an expansion of $1.2 billion of new assets under management for the firm. As a result, a new 16th region was created to better serve the expanded client base. These new clients included the Cities of Houston and Austin and the State of Oklahoma. As VP, Michael was responsible for the high-level management of $2.2 billion in assets and 55,000 plan participants.

In addition to helping people plan for retirement, Michael also focuses on preparing for the costs of college. As the founder of College Tuition Advisors, Michael works with students and parents to create a strategic plan for paying for college without jeopardizing their future. His goal is to ensure that every family can provide higher education for their children without endangering their finances or future retirement goals.

Michael holds life and health insurance licenses in Texas and California and has passed the Series 65 securities exam. He also has been a College Financial Planner for over 10 years and a licensed real estate agent.

Michael enjoyed a wide range of exciting hobbies, including hiking, roller and ice skating, snow and water skiing, football, horseback riding, mountain biking, and travel. These adventures are all being put on hold for the next few years, as Michael’s free time has been fully absorbed in learning a completely new set of skills: that of being a parent, with his partner Andrea, of their wonderful baby girl, Sarah Michele, born January 14th, 2019.

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