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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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Episode #65 Beyond Financial Planning: Integrating Life Coaching into Your Practice with Abbey Henderson, CFP®️ RLP®️ CPCC®️ CAP®️ AEP®️

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

It is my sincere hope that you are not attempting to do financial planning without gaining the full context of your clients. 

Our guest on this next episode of Top Advisor Podcast, Abbey Henderson, has coined the phrase, “Authentic Wealth.”

In a nutshell, Authentic Wealth is bigger than just financial accumulation and management. It recognizes the interconnectedness of all aspects of life.  It is created when your five key resources (Finances, Mindset, Relationships, Health, and Time) are aligned with your values and your vision. These resources are used to achieve the impact you want to have on yourself, your family, your community and the world.

Everyone – advisors and their clients – should consider embracing and using this concept of Authentic Wealth.

In this episode, Referral Coach Bill Cates interviews Abbey Henderson, CFP®, CEO, Wealth Advisor & Coach, Abaris Financial Group. Abbey explains her holistic approach to financial planning that integrates life coaching. 

Discover the success behind Abbey’s “Five Lever Friday” newsletter, offering weekly insights into improving various aspects of life. They also explore the role of podcasting in building authentic connections with Abbey’s audience, serving as a powerful referral tool.

Bill and Abbey discuss: 

  • Abbey’s model of Authentic Wealth
  • How Abbey’s holistic approach has made her more referable and helped her accelerate the growth of her business.
  • Her decision to become a Certified Life Planner and Certified Life Coach and how it has added results-producing depth to her financial planning.
  • Common limiting beliefs and mistaken assumptions around money and how she helps clients overcome their ability to sabotage results. 
  • Her decision to start a podcast, the initial hesitations, and the role of ProudMouth in helping her launch the podcast.
  • How podcasting serves as a tool to create more referrals, while helping build trust and credibility with clients/prospects – even before the first meeting.
  • …And more!

 

Resources: 

Connect With Bill Cates:

Connect with Abbey Henderson: 

About Abbey Henderson:Abbey Henderson, CFP®️ RLP®️ CPCC®️ CAP®️ AEP®️ is the CEO, Wealth Advisor & Coach of Abaris Financial Group LLC. She strives to help her clients live their best lives. To figure out what lights them up, how they will feel most fulfilled, and leave a legacy they are proud of. Matching resources to dreams is her specialty. In 2001, she decided it was time to follow her dream of being an entrepreneur and Abaris Financial Group was born. They’ve since grown from Abbey alone in a small office to a six-person staff with over 175 clients.

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