Health is Wealth for Financial Advisors

What if you could choose between unlimited wealth or perfect health? Which one would you pick? I asked my connections on LinkedIn the same question recently, and here’s what they said:

Health VS Wealth

Over 75% of respondents chose perfect health. Are you surprised? I’m not. 

What does make me scratch my head is that the majority of my LinkedIn connections are financial advisors. These are the people who’ve dedicated their lives to helping others accumulate and manage their wealth. 

What’s even more intriguing is that these are the very people whose careers take a toll on their own personal health. I’ve been an exercise physiologist for a long time, and one thing I’m sure of is that the combination of a sedentary job with high stress mixed in is a toxic cocktail for your wellbeing. It’s tough to preserve your health when you’re in the financial services industry. 

One advisor put it this way. “My bank account has grown fat, but so has my body. I feel like I’ve traded my health for my wealth.

Advisors are great at planning for retirement from a monetary perspective, but at what cost? I doubt that anyone really wants to accumulate money for the sake of having money. It’s important to remember that money buys a lifestyle. So, what good is that money if the health needed to live that lifestyle is bankrupt?

What if we ask retirees themselves? These are the people who’ve traded in their suit and tie for a golf club. If they played their cards right, they should have plenty of money to live life on their terms. However, a recent study found that money is not the most important thing in retirement. According to 81% of retirees, the most important ingredient to a happy retirement is good HEALTH. It sounds like they agree with the poll I mentioned earlier. 

Health AND Wealth

So, here’s the conundrum. Financial advisors spend the majority of their time helping people secure financial stability but rarely factor their health into the equation, even though like retirees they see health as a vital part of retirement. It seems to me that health is a form of wealth and should absolutely be part of financial planning conversations.   

BOTH health and wealth are important for retirement planning. One without the other will leave advisors and clients stranded on the side of the road. I wrote about this in a recent article. The road to retirement requires plenty of gas (wealth) to power you forward AND a well-maintained car (health) as a vehicle to get you there.

Health IS Wealth

So, what does this all mean for your practice? I talk to financial advisors every day who are looking for ways to build a better business in a stressful industry full of competition. They’re always surprised when I bring up health as part of the solution.

Puzzled, they wonder what the connection is between their own health and the health of their business. Let me explain.

In the current climate of the industry, many advisors are upping their virtual game. This has provided some positive things like more time from not having to commute to an office. But, it’s also created a feeling of disconnection from their clients. 

Imagine what it would be like to use the extra time to get your health back on track. This would not only improve your personal future, but it would give you the authority and authenticity to talk to your clients about their health. 

Why? Opening the conversation about health with your clients will give them a new insight they won’t receive from other advisors. Asking them what they want for their future and how they see themselves spending their time is a pathway for finding out if they have the right financial portfolio to match their needs and expectations. 

I’m talking about going beyond lifespan stats. Have you ever had a conversation with your clients about “healthspan?” If you don’t know what it is, it’s a game-changer. It will open the door to helping clients feel heard and cared for. Here’s the article I wrote on the topic. You’ll likely find gaps in their portfolio that you can assist them with and the result is better client relationships, more sales, and more referrals.  

To help you with this, I created a Health & Wealth Conversation Guide for Financial Advisors. You can swipe it and use it with your clients. It has 4 tools and a couple of resources that will shine a light on an area of life that sometimes gets overlooked when it comes to financial planning – health. You can request your free pdf copy HERE

(Thumbnails of the Health & Wealth Conversation Guide for Financial Advisors)

About the author

Stevyn Guinnip, MS, CWC is the wellness coach for financial folks. She’s a financial advisor’s daughter with 20 years as an exercise physiologist. Stevyn is the CEO & Wellth Advisor at Grow Wellthy™ and the creator of a proprietary 12-week wellness coaching program called the Wellth Academy™. You can reach Stevyn to apply to the academy, podcast interviews, or speaking inquiries at stevyn@growwellthy.com. Other ways to engage with Stevyn are through LinkedIn or her free Facebook group called The Wellth Planners.

The Advisor Coach Podcast: Succeeding As A Virtual Financial Advisor

Successful virtual financial advisors

Success for financial advisors is becoming more reliant on the degree to which they are able to activate their marketing channels to provide value to their ideal client.

The rate at which the world is progressing digitally is something that financial advisors need to keep tabs on. The reality is that the client-advisor relationship’s hallmarked by the Baby Boomer era is becoming extinct. Whether your client is a Gen X, Y or Z, they are continuously adjusting their behaviours according to what technological advancements make their life easier.

Financial advisors cannot expect their ideal clients to feel secure in this often uncertain financial planning process, if they aren’t willing to speak the language their client prefers.

The Advisor Coach Podcast: How can we become successful financial advisors?

ideal client for financial advisors

Our founder Derek Notman, had the privilege of chatting to James Pollard on the Advisor Coach podcast at the beginning of March. They explored why and how financial advisors should make the transition to the virtual model.

You can listen to the podcast below. If you’re interested in what its like to make the transition and how it can benefit you, then download our Virtual Advisor Proclamation eBook here. If you want a light introduction to the Virtual Advisor System, we have a ton of blogs that will get you inspired to make the virtual transition.

 

That Annuity Show, Episode 87: Turning Your Practice Into a Lamborghini With Derek Notman

that annuity show financial advisor

How to turn your practice into a Lamborghini

What will become of physical spaces and places as the world continues to progress in the virtual landscape? The truth is, advisors cannot afford to define their financial practice by a zip code anymore, purely because consumer behaviour is changing quicker than we can adapt – the brick and mortar advisor is dead!

Building a niche is building a successful financial practice

Our founder, Derek Notman explains why building a successful practice is like designing and building a Lamborghni.

A metaphor thats only strange if you have trouble understanding what it means to stand out in a very crowded market.

Watch the full show here.

The Virtualization of Financial Advice – Embrace it or go Extinct

Brick & mortar financial advisors are going extinct.

For as long as we can remember, financial advisors have been taught to have an office on main street, go to networking events, cold call, door knock, and drive tens of thousands of miles.

Well, those times are quickly becoming nothing but a bad memory as we are presented with one of the best opportunities ever as advisors and an industry.

A Global Megatrend

Since the early 2,000’s the human race has been in the midst of a megatrend. Megatrends are transformative changes that happen on a global scale. We can’t fight them. Human behavior actually changes, and we all know that humans are a stubborn species. Still, once we evolve, we don’t go back.

The technological evolution we have seen since the late ’90s, perpetuated this megatrend perpetuated this megatrend. Technology has grown and continues to grow at an exponential rate. 

global mega trend

This growth has empowered the consumer to change how they consume virtually all of the products and services they need.

Consumer expectations, preferences, and demands have changed in virtually every other aspect of their lives and will continue to change. So, it is only natural to want their financial advice, products, investments, and insurance the same way.

McKinsey&Company published a report, The Virtual Financial Advisor, in 2019 that clearly shows how more and more people prefer virtual advice over the outdated ways of doing things from 1985.

The Virtualization of Financial Advice and COVID-19

The Pandemic that hit in 2020 disrupted so much of what we were accustomed to. Yes, there are and continue to be many issues that we must deal with, but there are also some silver linings. One being that COVID-19 forced the evolution of the financial advice industry.

It forced advisors to work from home. But, financial advice was still just as important, if not more, given the challenges we were all facing. The consumer/client will always value Human Advice over an algorithm for obvious reasons, but the way they get this advice has changed.

virtual financial advice video call

The 2020 “work from home” experiment proved beyond a reasonable doubt that we could indeed thrive virtually if we have the right infrastructure in place to do so. Virtual meetings work. Technology has made this possible to the point of making it enjoyable and effective.

The perfect storm of 2020 showed Advisors what the consumer has known for some time. Virtual advice is not only possible but also becomes the preferred way for people to conduct business. Not only does it save clients time and is more convenient for them; it is also of tremendous value to Advisors.

Advisors can now reach more potential customers. 

For example, my organic LinkedIn posts reached over 1 million people in 2020; good luck trying to cold call that many people! Advisors can ditch the expensive offices, save money on overhead, and pivot to investing in better tech to serve their clients with an amazing experience regardless of physical location.

The World Has Changed

Whether we want to admit it or not, the world has changed. The financial advisor of the future has a choice. Evolve or stick their head in the sand and slowly go extinct. This choice is much more than the dinosaurs had; advisors really must take advantage of the massive opportunity right in front of them.

Those that evolve will thrive. Those that don’t will slowly go out of business.

dinosaur fossil

Here’s to a bright future for us all.

Best Regards,

Derek Notman

Virtual Financial Advisor Marketing: 3 Primary Areas of Focus for Facebook Ad Campaigns

facebook ad campaigns for financial advisors

With over 2.6 Billion monthly active users, Facebook is the most popular social media platform in the world.

Virtual financial advisor or not, the majority of your audience is reachable online, and that is why targeted Facebook ad campaigns can be so critical to your business’s success. They form a crucial part of the virtual sales process. Without targeting, you will be spending advertising dollars on people who may never be interested in or require your services.

One of the reasons why Facebook is so popular, especially for business owners, is because it allows you to make a custom audience based on four main categories, including:

  • Location
  • Behaviors
  • Demographics
  • Interests

Better yet, you can retarget users who have already engaged with your brand. Through retargeting, you can reach audiences who already know you by re-advertising to individuals who have already visited your website, Instagram, or Facebook Page. I cannot stress this enough – retargeting is EVERYTHING when it comes to getting the most of your digital marketing advertising.

Now, when it comes down to an ad campaign, there are so many options available to you; a plethora of approaches one can take. It can prove tricky and confusing at the start, which is why we have put together an outline that will work specifically for you, the virtual financial advisor. Here are the three primary areas to focus on when setting up your Facebook ad campaigns.

Engagement

Virtual Financial Advisor Marketing tip#1: Tap into The Emotions of Your Ideal Client

How do you get your ideal clients to engage with your brand message? Through emotion. Demonstrating your service’s benefits will show how you can help, but feeling creates the motivation to seek that help. Find ways to connect with your audience, to resonate with them genuinely.

It would be best if you put yourself in the shoes of your ideal client. What do you want them to feel when they see your ad? What is it that will help them connect to your mission? How can you drive action?

You can get there by focusing on their pain points. For example, an individual seeking financial security for their family, someone struggling to set up a trust for their children, or not knowing how to invest their money. You know your ideal client more than anyone else, so speak to their needs directly. Be creative.

Facebook engagement campaigns are one of the cheapest ways to generate micro-conversions that you can use in future retargeting efforts. Furthermore, these micro-conversions; Facebook shares in particular, contribute to what the Facebook algorithm identifies as viral.

facebook engagement notification

Traffic

Once you have a message, you can start using Facebook ads to build up relevant site traffic to your essential services, landing pages, and articles. When driving traffic to any page on your site, you want to ensure that you have a Facebook pixel unique to your business installed before you start any campaigns. Why? Remember we mentioned retargeting? That’s where Facebook pixels come in – what’s the point of driving all of this traffic if you cannot re-engage warm users with an offer that is relevant to them?

Virtual Financial Advisor Marketing Tip #2: Building Pixel Data

The Facebook pixel is code that you install on your website that collects data, helping you with the following:

  • Facebook ad conversion tracking
  • The optimization of those ads
  • Building targeted audiences for future Facebook ads
  • Remarketing to individuals who have already engaged with your website

Facebook pixels work by placing and triggering cookies to track users as they interact with your website and your Facebook ads – crucial to obtaining measurable results. Here is a step-by-step guide on how to set one up.

Conversions

Virtual Financial Advisor Marketing Tip #3: Use Lead magnets

Simply advertising your services and expecting conversions from your ads is unrealistic. Yes, it works sometimes, but to ensure it frequently works, offer your audience something of value as well. As I highlighted before, part of building a robust digital infrastructure as a virtual financial advisor is sharing some of your expertise for free. Either through hosting a free webinar or offering an eBook full of valuable information, you will reel your ideal clients in.

Together with addressing your audience’s pain points and using the Facebook Pixel to track and retarget, you’re setting yourself up for a successful ad campaign.

By giving your audience something of real value for free, they’ll usually be happy to fill out a form on your website. Once you have their information, you can then follow up and convert them into a client.

Great ideas for lead magnets:

  • Templates and spreadsheets for your prospective clients to use in their personal finances
  • Free webinars hosted directly on Facebook through Zoom
  • Webinar replays hosted on your website
  • Interactive quizzes offering advice once their score or results are determined
  • How-to guides (think investment or saving tools & tips)
  • Comprehensive eBooks (think “How to Rollover an IRA”)
  • Explainer videos

facebook conversion ad

When using the above, you will then be able to use lookalike audiences for your future campaigns. Lookalike audiences are a highly effective way to reach new members of your target audience. Why? Because they enable you to connect with new users who are most similar to individuals you have previously converted into high-value customers. You can find a step-by-step guide here.

When it comes to Financial Advisor marketing, Facebook ad campaigns are just one cog in the machine of a successful virtual practice. There is a ton to set up and manage to get the most out of our digital marketing efforts.  Notice how I didn’t suggest you boost a post?  There is a reason for it!

Digital marketing for financial advisors is the new way you prospect for clients.  No more cold calling, door knocking, or cheesy seminar dinners.

You can learn more with this free eBook I created, Lead Generation in a Digital Age.

As always, thank you for reading, please consider me a resource.

Best Regards,

Derek

How to be a Virtual Advisor – NextGen Planners Podcast

being a virtual advisor nextgen podcast

Wondering how to be a virtual advisor?

Although we have covered the topic of ‘how to be a virtual advisor’ in different ways to explore the various nuances that come with it, it will remain fluid in nature.

In short, the journey of a virtual financial advisor and what it means to be one is not a fixed process, but one that’s in flux. As technology progresses, so do the capabilities of the virtual advisor. The journey begins between the ears.  You must know and believe it is possible.  There is more than enough evidence showing that it is possible.

The NextGen Planners of the future are simply evolving into what they and the consumer want them to be.  It is an exciting journey for any and all financial advisors wanting to make the transition from a brick and mortar to a fully or even semi-virtual practice.  It is also a journey the entire industry has now been forced to embrace.  COVID-19 was a blessing in the form of a Pandemic for the financial advice industry.

We can evolve and adopt new strategies or we can rest on our laurels and slowly go out of business.  It is a choice, what will you choose?

how to be a virtual advisor

NextGen Planners Podcast

Our founder, Derek chats to Rohan from NextGen Planners on what it means to be a virtual advisor and more on episode 83 of their podcast.

The podcast covers:

  • His financial planning career
  • Why he transitioned
  • How Conneqtor is going
  • Tips that Derek has for financial advisors who are starting their career
  • A book recommendation – in this case The 4 Hour Work Week by Tim Ferris and Think & Grow Rich by Napoleon Hill

Listen to the podcast below.

If you’re interested in learning more about how to become a virtual advisor we highly recommend downloading our free e-book as a start.