Scott Harris, CFP • Tampa, FL
Money Advisors Group • Brokers International Financial Services LLC
I enjoy meeting new people and the marketing side of the advisory business. Over the years, I have tried just about every form of marketing there is: seminars, client-appreciation events, media appearances, paid advertising, direct marketing, relationships with other professionals, and so forth. Media appearances have been quite successful, as they have provided a platform for me to educate, gain credibility, and get the firm’s name out there. For example, I had a segment on Bay News 9 in Tampa where I would do an afternoon program with one of the professional radio hosts and answer questions about the economy, financial developments, and investment strategies.
As our practice matured, we have followed more of an intentional referral-based strategy. We host educational meetings for small groups at a nice restaurant and ask clients to invite a friend or associate they think might be interested in our message. This is pretty low-key, but has paid off in some very solid prospect introductions.
I think, however, that the real key to keeping our business growing is staying in tune with the life stages of our current clients and their extended families. Many of our clients are boomers who are fast approaching or already in retirement. They have children, and many have grandchildren. We encourage our clients to bring their adult children to meetings, both to understand the family finances firsthand and also to explore their own financial-planning needs. This has to be handled carefully, but I think it is a win-win situation for everyone if the chemistry is right and relationships develop.
There is also the unfortunate fact that our society has a high divorce rate. I did not really seek out this niche, but I have found myself over the past 10 years working with many couples going through a divorce. These are delicate situations; in many instances, I have known both parties for many years. Very few divorces are amicable, and, as an advisor, I have to be impartial and try to do what is right for both parties.
I must be pretty good at handling difficult situations, as I have been referred many times into circles of friends where there have been several divorces. This is a sad life stage, but it also can represent a fresh start for people, since both sides have financial challenges that they have never faced before. It can be very time-consuming and paperwork-intensive, but I take a great deal of satisfaction in helping people work through these issues.
Disclosure: Scott Harris is an investment advisor representative offering securities and advisory services through Brokers International Financial Services LLC. Member SIPC.
Photography by Steve Widoff
