Jerry Ganz, CFP • Green Bay, WI
Jerry Ganz Financial Planning • Packerland Brokerage Services Inc.
Our firm primarily markets to prospects within five years of either side of retirement. That really seems to be the sweet spot for those attracted to our marketing efforts, as they have finally reached a point in life where they are open to hearing about a long-term solution to their retirement needs.
I firmly believe that a practice has to have a unique selling proposition. Ours is based on two core concepts. The first (and I have actually written a book about it) is the idea of plan-based investing. The second is our firm’s use of third-party, active investment managers.
While I find there may be a place for many different strategies for clients, I believe in strong risk management and strategies that can be tactical or rotational and that adapt to market conditions. I don’t really know of any other financial advisor in our area who combines these principles the way that we do.
My book is titled—no surprise—“Plan-Based Investing.” While it is a pretty easy read, we think it packs a lot of worthwhile information in a short space for prospects, current clients, and anyone else interested in the issue of how a financial plan should inform investment strategies.
We conduct a sophisticated and regular system of mailings to prospects, with this book at the center of our efforts. We also have press releases for local and national media, a website, and I have personally had a number of book signings.
We have found that the book raises some provocative issues for people. They want to learn more and see how some of the principles we speak of may apply to their situation.
One of the more consistently effective questions we ask is whether or not someone truly has a financial plan for the future. They may think they do before reading the book, based on their relationships with insurance agents, bankers, or brokers.
We can confidently show them how that is usually a piecemeal approach and does not outline real goals and objectives to measure against. That is a compelling message to prospects.
Disclosure: Securities and advisory services offered through Packerland Brokerage Services Inc., an unaffiliated entity. Member FINRA & SIPC.
Photography by Mike Roemer
