Tag Archives: Niche Marketing

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Standing Out: Niche Marketing for Financial Advisors with Kristen Luke (Ep. 91)

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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Connect With Bill Cates:

Connect With Kristen Luke:

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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#82 Financial Focus for College Athletes: A Winning Game Plan with Jeff Durr

Client Experience, Client Experience & Loyalty, Creating Advocates, Education, Finance, Leadership, Marketing, Practice Management, Prospecting, Speaking, Top Advisors, , , , , , , , ,

Ever wondered how financial advisors can truly connect with niche markets? What if we told you the secret lies in a unique combination of athletics, education, and strategic branding?

In this episode, Referral Coach Bill Cates interviews Jeff Durr from RU Financial Athletic Department, revealing how he’s turning the world of financial planning on its head by focusing on college athletes. Jeff explains his unique “Lighthouse Effect” strategy, which leverages student-athlete commonality to foster long-term trusting relationships. A former college athlete himself, Jeff understands the critical importance of financial literacy among young sports enthusiasts and shares how he’s built a brand that resonates deeply with this audience. This episode dives into the art of relationship building and brand growth through speaking engagements, alongside practical insights into successful LinkedIn strategies and social media presence development.

Jeff discusses: 

  • (05:30) The origins of RU Financial Athletic Department and its mission
  • (07:51) Overcoming misconceptions about young athletes lacking financial worth
  • (10:44) The structure of his team and the Lighthouse Effect marketing
  • (17:14) The role of speaking engagements in building brand awareness and client relationships
  • (19:31) Effective LinkedIn networking techniques
  • …And more!

Sponsors:

Resources: 

Connect With Bill Cates:

Connect With Jeff Durr:

About Jeff Durr:

Jeff Durr brings his passion for athletics into the financial advisory industry, drawing from his experience as a college football player at the University of Maine. As the Senior Partner at RU Financial Athletic Department and Senior Vice President and Chief Development Officer at MassMutual, he leads the training and development of financial advisors across the country. Since 1988, Jeff has leveraged his extensive experience in financial services to provide personalized coaching and guidance to both current advisors and college athletes transitioning into financial advisor roles.

Jeff is deeply committed to educating and empowering college athletes by equipping them with financial literacy to make informed decisions upon graduation. He designs tailored programs that help athletes create financial game plans, preparing them to “win” in life after sports. For former athletes, Jeff guides them in building long-term financial strategies and actively recruits them to impact athletic departments and alumni networks across universities nationwide.

His core competencies include business development, mentoring, team building, and specialized financial advising, with a focus on retirement, estate planning, and risk management. Jeff emphasizes the transferable skills athletes bring to the profession, helping them secure necessary licenses, gain hands-on experience, and understand the fundamentals of financial advising. His leadership is centered on trust-building, ethical practices, and continuous learning, fostering a collaborative environment that promotes professional growth and client success. Jeff is passionate about creating a supportive network where former athletes can uplift one another while making a meaningful impact in the financial advisory field.

He holds a BA in Psychology from the University of Maine, where he played college football. Jeff has three children: Sophia, a Rutgers University graduate; Olivia, a Kutztown University graduate; and Jeffrey Jr., who attends Kean University.

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