The way people choose a financial advisor has changed. Bill Cates talks with Brian Thorp, founder of Wealthtender, about why online reviews and internet presence and credibility now play an important role in the decision to meet with you and, hopefully, work with you. They discuss what advisors can do to make sure their digital credibility supports the trust they have built offline.
Brian shares findings from a study of 500 mass-affluent Americans. One result stands out: 83 percent of people who receive an offline referral to an advisor go online to look for reviews. A trusted introduction still carries weight, but prospects want to see that trust backed up by other forms of social proof.
Here are 3 key takeaways:
- A Referral Often Starts the Research:
Prospects are checking websites, LinkedIn profiles, reviews, and even asking AI to compare advisors before they make contact.
- Reviews Work Like Digital Referrals:
A strong review keeps building credibility long after it is written. It can also help Google and AI tools understand who you serve and why clients value working with you.
- Clients Talk About How You Make Them Feel:
Most reviews are not (and should not be) about investment performance. Clients write about confidence, peace of mind, and the difference their advisor made during an important moment in their lives.
Listen to this conversation for a practical look at online reviews, compliance concerns, search visibility, and how to make sure the trust you have built offline also shows up online.
Don’t forget to check out the show notes for free resources and get ready to turn great ideas into meaningful action!
Sponsor:
- EPISODE SPONSORS:
Nexruto
www.Nexruto.comThe Cates Academy for Relationship Marketing
www.TheCatesAcademy.com
Connect with Brian Thorp:
- LinkedIn: https://www.linkedin.com/in/briancthorp/
- YouTube: https://www.youtube.com/watch?v=9MdoXba7U0k
- Email: brian@wealthtender.com
Resources:
- RapidFire Referrals
- Get a copy of “The Language of Referrals”
- Get a copy of “Radical Relevance”
- Grab your copy of The Hidden Heist today!
Connect With Bill Cates:
- BillCates@referralcoach.com
- Referral Coach Homepage
- Hire Bill for Coaching
- Enroll in The Cates Academy™
About Brian Thorp
Brian Thorp is the founder, CEO, and Editor-in-Chief of Wealthtender. He believes everyone deserves trusted help with money matters, regardless of income or stage of life.
Brian is a member of the National Society of Compliance Professionals and its SEC Marketing Rule Working Group. He has written extensively about advisor testimonials, including an article published in Currents and a testimonial marketing playbook for advisors and wealth management firms.
Under Brian’s leadership, Wealthtender became the first financial advisor review platform designed to comply with the SEC Marketing Rule. His work has been featured in major publications and on numerous podcasts, and WealthManagement.com named him one of its top 10 innovators and influencers set to change the industry in 2024.
Before founding Wealthtender, Brian spent nearly 22 years at Invesco, most recently leading financial advisor platforms and overseeing strategic partnerships with wealth management firms representing more than $100 billion in assets under management.
With more than 25 years in financial services, Brian is focused on helping more people enjoy life with less money stress.
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