Hello there. Welcome to the essential financial advisor marketing show brought to you by financial advisor.com. The consumer friendly advisor driven comprehensive marketing service for independent financial advisors. I’m Jim Eckel and my co-host is Ken Tucker. And we’d like to chat with you today about essential financial.
Adviser marketing techniques and our guest for today is Juan Ross. Juan Ross is with the foreign financial management group. Welcome one. Thank you very much. Jim and Ken, I appreciate it so much to be here. Very good. Let me start out with just a basic question is how long have you been an advisor and in what part of the country are you located?
Yeah. All right. Let’s see. I got my CFP designation in 2010. I started doing some advising on my own right around that time. So it’s been what, 11, 11 and a half years or so. I joined my current firm at the very beginning of 2020. At that time they were under, we were under a different name.
We were an independent RIA at that point. We’ve since joined forum financial in January of 2019, but it’s basically the same team, same address and everything else. And we’re located in thousand Oaks, California, which is a suburb of Los Angeles. It’s north and west of LA nestled between LA and Okay.
Very good. One you’ve walked an unusual path to becoming a financial advisor. How did you get there and how is your eclectic journey to becoming an advisor help you market your practice? That’s a good question, Jim. I would say, so let’s start with my first career, which was in the film business.
My undergraduate degree is in film from Penn state university go Nittany lions. They’re having a really good football season so far. And I moved to New York city broke into the film business in New York, got some work in some big productions. This is in the late eighties, early nineties, and then a friend of mine.
And I moved out to LA to continue to work in the film business. And he still is working in the film business and worked on some pretty huge productions. I. Got out of it. It wasn’t the film business is a great business when you’re, for me, when I was young out of college with no attachments, it was awesome.
But as you start getting a little older and you want to put down roots and you want to have a family, it’s not always conducive to a family life. I Some people do great with it, but for me, I wasn’t sure that was going to work out. So I fell into nonprofit work just by accident as I was doing.
As I was leaving the film business and looking for a new career and got into fundraising and realized that I had a little bit of a knack for it. I liked talking to people and listening to them really is what you do in fundraising. You listen to a lot of listening and eventually you ask and you ask someone for a gift and the area of fundraising that I specialized in after I first got hired by the ALS association, their national office.
So Lou Gehrig’s disease national office was located here just outside of Los Angeles at the time. They’ve since moved to Washington D C their national headquarters, but they were out here and they hired me as their director of major gifts. And after about a year and a half in the major gifts position, I moved into the gift planning positions, the director of gift planning left the organization and our director of development.
The vice-president gentleman asked me if I wanted to move over into that position. I said, yeah, that sounds great. So I started learning about. And gift planning for those of you who don’t know. It’s a part of fundraising. It’s a part of charitable giving that involves collaboration between the donor and that you have to talk to their advisors because usually there’s an estate planning attorney.
There’s a CPA, sometimes a financial advisor that have to get involved in deciding the right. [00:04:00] For someone to make. Cause they could have different assets. They could have, they have different goals. So it’s gift planning to me is very similar to financial planning. The steps are pretty much. And so I went into that role.
I did very well raised a lot of money for the ALS association and then over to the Ronald Reagan presidential foundation moved over there was there for three and a half years. And I got my CFP designation. During that time, I got an MBA in financial planning and that allowed me to sit for the CFP. I passed the CFP exam, got my CFP.
And at the time, my goal, when I was working at the. Was to network with other financial advisors. I said, Lee if I have the CFP and I’m going to gift planner working for a nonprofit organization, I could position myself as a resource to these other financial advisors and say, Hey. I know a lot about this space.
I don’t, in my experience, financial advisors don’t have the depth of knowledge. They may know something about charitable giving, true sort of at the surface, but they don’t really know all the details and all the things to look for the things to watch out for the [00:05:00] pitfalls. And so I wanted to position myself as a resource to other financial advisors.
So you use me whether or not it results in a gift to my organization. I knew at some point it would come back. I didn’t really care about that. I was trying to build relationships and position myself and so in doing so I got recruited to my firm. The I got called into a client case at a local firm, met with the client and the advisor.
And then the advisor came to me after that meeting and said, Hey, have you ever thought about doing financial advising? Yeah, I already had the CFP. I had this depth of knowledge. I just needed to learn a few other things. And I said, okay. So then I joined that’s when I joined what was then Lomea financial.
And is now forum financial management. So it’s been a very long and winding road where I am, but to answer the rest of your question, Jim is how do I use that as I now am known locally through the networking that I do as the charitable giving guy. I’m the advisor who knows about charitable giving.
And so usually I get calls from other advisors or other, not just financial advisors, but other professionals. If they have a case that [00:06:00] involves some complex complexity around charitable. I tend to get those calls and within forum financial, where we have, I don’t know how many independent advisors we have with working with Inforum in our offices, around the country.
They also know me as the charitable guy. So I get calls from other forum advisors with client cases, Hey I have this client and this is what they’re thinking of doing. Do you think a CRT would be appropriate in this situation or, and so I help out in those situations as well. So it’s been great for, from a marketing side.
Wow. You do you get contacted by charities? I do on occasion. Yes. So one of the things that I do at the moment is I’m a member of the faculty of something called the American Institute for philanthropic studies, which is a program that’s housed at California state university long. Okay. That awards a designation called the certified specialist in plan giving designation.
So I went through that designation program when I was at the ALS association and I’m on the faculty and I teach one of the modules that’s on financial planning. So I do get to meet a lot of. [00:07:00] Other gift planners from charities. And I’ve gotten to know through just being a faculty member. Now I’ve gotten through several, a number of cohorts I’ve been doing this faculty work since 2015 was my first time.
So six, seven years now of students who know me and then they’ll reach out to me. So I do have some charities that do reach out to me because they know me as the advisor who has this area of expertise in my head somewhere. Yeah. It seems to me like. Charities. The reason I ask is partly I’m board president of the modern American dance company.
And it just seems to me like maybe one of the things, and I don’t even know if it’s lucrative enough for you, but the charities need help. They have it’s, especially now more than ever, especially like in the arts they need a strategy to be able to have conversations with some, with the donors, but also with advisors to.
Just to help them make sure that they understand the options that are right. That’s a good point. Can I, now I just [00:08:00] presented last this this month at the national charitable gift planners association there, they had a virtual national conference and I was on a panel. The panel was secrets of engaging professional advisors, and I think there’s an estate planning attorney and a CPA and myself on this panel.
That’s what we talked about is it was an audience of gift planners at charities and fundraisers and maybe board members. Wanting to know, how do I develop relationships with professional advisors now, to your point about whether it’s lucrative or not. The downside is that I don’t necessarily want a ton of charities, like wanting to soliciting me to be on their board or anything like that.
If I don’t have a relationship with the organization, it doesn’t make sense for me to serve on a board or something. So I have to be very selective there, but if a gift planner calls and they have a donor situation, That maybe they want to bounce an idea or I take those calls often. They do come to me for that.
Yeah. Okay. That’s awesome. Thanks. Yeah. Cool. Yeah. Knows. Those [00:09:00] calls can probably lots of times lead to future business or future relationship between what you do and what the advisor with the gift planners connected to, especially in the fact that for the. For the life of a, what was the plan getting association?
And it was the PPP. And now it’s the association. CGB charitable gift planning. They’ve always been, there’s always been a problem in my estimation of getting a seat at the table. Now you’ve got the attorney for sure. You’ve got the accountant, then you’ve got the advisor and it’s all becomes a lot.
Why do we need you at the charity where we’re decided the gift and near we’ll give it to you and so forth. So it’s been a struggle from the charitable to be taken seriously as it relates to the financial acumen that one needs. So many times in the the charitable giving, I can tell you, like I’ve been in the charitable giving space for about a dozen years and.
When you have a [00:10:00] major gift officers and you have a gift planning officers and it narrowed the tomb, the two shall meet they’ve relaxed charities that trying to combine the two, but it’s just a, it’s just a different mindset. And unfortunately, a lot of the big charities or larger the large charities are on such a schedule to deliver every quarter corporate America.
And we all know that gift planning or planning. No, you can’t schedule them on every quarter. You just, they come when they come and you’ve got to do a lot of seating for that to come back to you. But when it comes back to you, as the numbers will attest per dollar raised, it’s the most cost, cost efficient.
What rate way for a charity to raise money is to give planning that’s right. Yeah, events are overly expensive. You’re paying 50 cents on the dollar in cost. But you’re right. Gift planning requires of what a former boss of mine used to describe as institutional patients who are the board members and the senior staff have to be patient invest the [00:11:00] time and the effort upfront, like you were saying, Jim, to seed those gifts.
And then they’ll eventually pay off down the road, but at the same time, and there are current gifts from current major gifts that could be structured as planned gifts. So it’s not always testamentary gifts. That kind of sometimes boards CDs as manna from heaven. It’s no, there’s just been planning just to know about it.
And it just happened to fall into this fiscal year or what have you. But there are a lot of major current gifts that are, could be structured as planned gifts. And there are clients with situation. That could result in current dollars, going to the charity, even within the structure, a wrapper of a planned gift.
Since we’re talking about that, and this is essential financial advisor marketing what, maybe you could actually give us an example of, to the advisors because this show is indicated to advisors. The advisors themselves, as far as, how do I broaden my knowledge base, but broaden my knowledge base, then a little crew, more interesting to me and so forth now build my practice, [00:12:00] an example of how an advisor.
Maybe you could work with a charity or he’s on the board resist to get the board and so forth. How would that work with regards to divisors background in financial planning and investments, and what the charity needs and what you just said about that combination of a current gift, because how would that work?
Yeah. Yeah. I think part of it, the advice part of is the advisor has to be open to thinking a little creative. Sometimes you have advisors who are locked into certain strategies and it could be that a charitable remainder trust or a charitable lead trust, especially with interest rates where they are these days could be really powerful, but they may not be thinking of that cause they don’t do it often.
They may be worried about losing AUM for me, I just, I don’t even think about that. It’s okay, if I. If it’s a charitable trust, I’m more than likely going to be able to manage those assets, which is a whole other conversation is how do you manage charitable trust assets so that they’re in line with the, whether it’s a remainder trust or a lead trust.
And you’re not [00:13:00] generating too much in tax, but I never worried about losing assets. It’s just, yeah, it’ll happen. Perhaps but at the end of the day, I want to do right by the client right back to your question though, is how do you. How do you educate advisors on this? That’s part of my mission is certainly I want more financial advisors.
I want to do to be looking at charitable giving within their practice and be including it as part of their practice. And the way to do that is to, I think, to identify those opportunities. And there’s a handful of really perfect cases, fact patterns that lend themselves to a charitable gift.
So one example is concentrated. Client comes in brand new client. They’ve got a legacy holding a it’s got huge capital gains. They don’t want to sell it because of the capital gains. It’s maybe it’s whether it’s dealing a dividend or not, that may or may not matter. But but what do you do with this thing?
When you want to diversify, they have diversification risk. They have single stock risk. So a charitable remainder trust [00:14:00] is a great solution, depending on the size of the you have to look at the size of the position and you have to weigh the cost of the CRT. But if you. Talk if they’re charitably inclined already that my solution for them.
And that’s actually, I had to make that point very clear that I tell other advisors this, I go, listen, you can present a charitable gift option, but at the end of the day if the client is not charitable, they will not likely go for it. There’s very it’s going to be a low wind proposition for them because they’re not going to see the value.
There’s always a trade off. There’s always something that you give up as the. If you’re using a charitable strategy to achieve a certain goal, you’re going to give up control of the asset and you’re going to give up something, the government, the IRS, the tax code, doesn’t give you anything for some might argue that they gave you some things for free, but when it comes to curable giving, there is no free lunch.
There is going to be a trade off to get either the deduction or the income stream or whatever. So as long as the chat, the client is open to a potentially charitable strategy than a [00:15:00] CRT. When there’s concentrated stock position is a great opportunity. Similar one would be a real estate holding client that has investment real estate, real property.
Maybe they’ve done a bunch of 10 31 exchanges. I have a client who’s in this situation right now. It’s I don’t want to do another 10 31. It’s and they’re getting older and they don’t want to manage the property anymore, but they’ve got all this embedded gain from 10 31 exchanges. What do they do with it?
Again, a charitable remainder trust is a great solution for real estate. They can put the property into the charitable remainder trust and they can get an income stream. Like they were getting rental income out of it and they don’t have to worry. They don’t have the headache of managing a property and dealing with tenants and all of that headache.
So that’s another great opportunity. Another one is a spike in. So let’s say someone gets a golden parachute. I had a client where this happened, where they got a golden parachute the company, there was a change of ownership and they were getting basically a million dollars of taxable income in one year.
And then they’re going to retire the next year. So their income was going to drop [00:16:00] precipitously. So what do you do in that case? And they were already charitably inclined. So we set up a grantor, charitable lead trust for them. They were able to get an upfront charitable deduction in the year that.
They were able to use the lead trust to make the charitable gifts that they were making out of pocket. So then now they no longer have to make those gifts out of pocket. Let the trust, and that let the lead trust, make those charitable distributions. And at the end of the check of the term of the trust, whatever’s leftover comes back to them and it was a great win-win for them.
So it’s spike in income is a good opportunity. A sale of a business is another really good one where there’s there are pre-sale opportunities. There’s complexity in based on the type of entity that the businesses, whether it’s an S Corp or a C Corp or an LLC or partnership. So there’s complexity around that, but there could be opportunities, presale, and there’s certainly opportunities post-sale to do some charitable planning.
So those are, I look for those facts and I tell advisors, look for these fact patterns and then go up. There could be a charitable solution here. And then you have, then it’s a question of knowing what it is, what the solution is, how to implement it and who the [00:17:00] other players are that you need to collaborate with to make sure that it works properly.
Yeah. Wow. Yeah that, I mean that, no, that, that’s amazing. So given your knowledge you’ve got a really unique proposition, which I think is always one of the hardest things for without that it’s really hard to market what can you talk about what marketing challenges you currently have?
Yeah. So one of the hardest was I’m sorry, I didn’t mean to interrupt, but one of the hardest ones, which is that differentiation, right? So within other professional advisors and particularly if I’m networking and there are other financial advisors in the room, I do stand out because of this area of expertise, but it’s not.
The one challenge I would say is that it’s very hard to do target marketing direct to the end client because you’re, how do you’re reaching charitable clients. If that’s a huge [00:18:00] that’s not a niche it’s a subset of the population, but it’s not like I work with radiologists in a certain geo geographical area that’s like a, that’s like a real niche or it’s not like that.
So it’s been challenging. Do any direct targeted marketing to potential clients. So I’m having to, I’m using this as a differentiator among other professionals, and it’s worked well in that respect, but that’s the one challenge is how do I get to the end client? So now, so that what I’m doing now is I’m leading my practice more towards business owners and particularly business owners who are soon to be in transition of their business.
And that way I’m targeting a specific population of potential ideal. And then the charitable expertise is a, an overlay on top of that. Yeah. Yeah. Another thing that just strikes me just off the top of my head is you’ve got a tremendous amount of knowledge in this, so you could actually create, and you’re [00:19:00] already on as a faculty member, you’ve already got experience putting training curriculum together.
So this is something you can do online and market to other advisors. And that, that could be a really powerful thing. You read my mind. I’m actually working on that right now. And I hope to, I helped to launch it. I was hoping to launch it by third quarter, but work has gotten.
No, I can’t complain. Work has been good. So the end of the week. Yeah, I know. So now we’re looking at the end of the year, but I do have a, an online teaching Mon teaching program. I used to an online class that I hope to market to other financial advisors, and it could be other professionals too, but it’s specifically for financial advisors on how to successfully incorporate charitable giving into your practice.
And it takes all of these concepts and puts them into a bunch of modules. Pay some nominal fee to, to access the course and materials. So yeah, I am. That is a project that I’m, I’ve been working on, especially since last year I gave [00:20:00] that presentation to two different national conferences.
And then to an FPA earlier this year to an FBA knowledge circle group, I’m like, oh, there must be some demand for this information. I should probably do something with it. Absolutely. I and I think you address the grill in the room when you mentioned the fact that. You weren’t concerned with losing AUM.
And that’s a real fact for lots of advisors is that, and they think about charities. They think about the fact that the, their AUM is going to decrease. And as a result, when them working with the charity is going to mat now manage that. And I’d like you to put that to bed permanently because that does, that is not the case.
He says that the charitable organization will gladly allow you to actually be online and manage that money because they know the fact that if you’re managing the money, you’re going to be in contact. Not only. With client a, but client B, client C, there could be a whole host of other [00:21:00] clients that could be set up to have the beneficiary is that charity.
So they’re not going to bite the hand that feeds them. So what could you could you talk a little bit about that? Cause that, that for advisors, that’s the first thing they say, oh, I don’t want to do this because of X. Let’s just get this out of the way. Thank you. And that’s a great point, Jim, and you’re right.
I think that’s more of a myth than anything else and an urban myth. Certainly if you’re making. Stock gifts to charity. They want to make a year-end gift of $10,000 worth of apple stock or whatever it is. Okay. So if you have that and you’re getting, you might lose that. But at the end of the day, I think in terms of charitable trusts, that need to be managed as there are assets that need to be managed.
Even donor advised funds, a lot of DAF providers now are allowing advisors to manage the assets. Depending on the account size Schwab charitable has a minimum, but there were other some other deaf sponsors, donor advice fund sponsors out there like the the American endowment foundation that they will allow the advisor to manage the assets.
First dollar their minimum account size attendance, [00:22:00] $10,000 for a donor advised fund. And you, as the advisor could be managing that donor advised fund those assets and billing on them. If that’s your business model. You’re right. I think there’s, I think advisors just need to forget about that and focus on doing the right thing for the client and in doing the right thing for the client.
You’re also doing the right thing for the world at large, because you’re supporting philanthropic giving at large. And it’s just going to come back to you. That’s just how I feel about all this it’s I’m not worried about it. It’s going to it’ll come back to me in more business or some other way.
The universe will compensate me. I whatever it’s small potatoes to be worrying about nickel and diming your. If you’re, if you’ve got that fear in mind. So I’m hoping that other advisors listening and watching this well, we’ll just put that out of their minds.
It’s just not, it’s not going to be the case. You’re going to get more business by focusing on this rather than less. It’s a different conversations. I recall when I was the director of planned giving with the USS midway museum. It’s amazing. The conversations. When you talk to 45 year old class. And 75, 80 year old class.
They just [00:23:00] don’t seem true. There’s a few of them that want to make sure their return is what it is and blah, blah, blah. But it’s almost like they cross, we get to a certain age, not across the board when they get to a certain age, they cross the threshold and then become more. What becomes more, most important is legacy.
Yeah. I Why am I here? Who am with who I want to benefit it, it becomes a lot more than just this is for me. And what can I do? And you see it all over the world. You see the endowment, the private foundations put names on university walls. It’s there everywhere. And that’s the conversation.
And as a financial advisor, the more you understand how that conversation shifts from Hey, I need to have return right now blah, blah, blah, into something more. Transient transcendence, if you will. Yeah, that is that’s where an any let’s face it. Most of the assets in America are controlled by people ages 60 years old and over, and then it just gets more and more [00:24:00] broader.
So sure. There’s a lot of Silicon valley entrepreneurs and millionaires and so forth, but across the board, You’re going to get a client’s in there 70, 70, I would say 75 up, have a totally different conversation. And if you’re an advisor, if you’re a 30 year old or a 40 year old advisor, and you understand that, that puts you in a position where no one else is that’s you becoming unique?
Yeah, I would agree with that. I think that’s a good point, Jim. And I think you raise a, another point in that. One of the obstacles that. Financial advisors have in this whole area is how to initiate that conversation. Correct. That’s like a very personal, I’m like you’re dealing with their money.
Isn’t that very personal too. How can you go? It’s so I think that one of the things that I’ve in my, in the conferences, presentations that I’ve done is I’ve had a couple of slides that listed some questions. That advisors can incorporate into their discovery process, into their conversation process, whatever it is that, however it is that an advisor [00:25:00] takes a new client through and ask them about their situation, their goals, et cetera.
These are questions that you can ask that to elicit or tease out their charitable inclination could be as simple as what do you want to do for the world? And then just shut up and listen to the answer or how do you want to be remembered? There you go. And then you can go.
So those are the kind general Han provoking questions. And then you can get to the more specific and say, are there charitable causes that you donate to now, or that you’ve volunteered for? And then obviously there’ll be an answer there, or is your Alma mater important to you?
Do you donate to your university or your college? And a question we ask is do religion and faith play a role in your life? Cause religious organizations are the number one recipient of charitable dollars even to this day and with education higher education and then medicine, health, hospitals right behind.
But so you want to ask that question, but you want to do it in a non-threatening. Do religion. So the way we ask it is do faith and religion play a role in your life. And if he answers yesterday, oh, are there important [00:26:00] institutions or people associated with your faith or religion? And then they, and then you just get them talking about it.
So there are ways of getting this information from a client or potential client so that you can know how charitable they are and where they what areas are of interest to them specifically is it the environment is an animal. Whatever it might be and at least having that knowledge gets you a long way there too.
Talking about being able to introduce charitable strategies when they’re appropriate. Yeah. Yeah. I became a CFP back in the eighties and I always thought when I got to the, in middle two thousands, when I transitioned to nonprofits that it’d be great. If the CFP schools could add a charitable model.
And it’s got the insurance, they’ve got the state planning, the retirement, all those major modules, but what’s missing in my belief is a charitable planning module. Yeah. It’s like a little sliver of the general financial planning course may be covered in [00:27:00] estate and tax, but not, yeah, not on its own. Yeah.
But I think if more people knew how beneficial it would be, like you said, for the world at large. I think about some of the CRTs that I’ve been trustees, trustee on a couple of CRTs and talk to individuals that say, I love the CRT and I love the actual income that I get every year.
But what I mainly love is that when I’m not here, the balance of my account is going to get. Doctors without borders. Powerful. It’s really and that’s, it’ll just deepen your relationship with your clients. You get to know them at that level. It will make the relationship very sticky and will and it gives you an opportunity to then talk to multiple generations. If you have a donor advice fund and you open one for.
Talk to them about you. Do you think your children would want to continue this and named the children as successor advisers? And so the donor advised fund has longevity. Then you start a relationship with the next generation and so [00:28:00] on. It’s, there’s so many benefits to this area of planning. And I think it’s a missed opportunity for a lot of advisors who just, you know, who either don’t feel like they have the knowledge base, don’t know how to start.
The conversation are afraid of losing AUM, any of those things. And those are all easily. Overcomeable, if that’s a word. Yeah. What you mean? So one do you use any kind of traditional marketing strategies? You’ve, it sounds like you, you do a little bit of networking with other advisors and I think for you.
There could be great opportunity for you to turn them into great referral sources, introducing you to other advisors and so on and so forth. But like what about direct mail or anything like that? Because you mentioned, you’re also interested in trying to reach out to business owners who are maybe in the process of planning an exit strategy and so maybe reaching out to even business brokers or somebody like [00:29:00] that to make those connections.
Yeah. I don’t use direct mail. I haven’t been using that pretty much. All of my marketing has been focused on. Relationship building and networking. So I belong to several different networking groups. I belong to a group local group here called the family business round table where I’m in touch with other professionals who deal solely with family, run businesses to get those relationships going.
So yeah, it’s been a lot of just networking. I belong to the my local estate planning council and that’s been very helpful to meet other. Attorneys and CPAs and all the different disciplines that are a part that make up an estate planning council. And now our council also has a membership category for philanthropic advisors.
So the gift planners from the charities can join our council under that membership category. And we’ve got a few in that category as well. So it’s been a lot of that. A lot of relationship building it’s very, it’s somewhat low cost as opposed to direct mail. It’s not a, [00:30:00] it’s not a Shines shotgun approach versus a rifle.
But but that seems to have worked for me. And then, and giving presentations. So being on the speaking circuit I’ve got two presentations. I’m giving one in October and one in November, 2, 2, 2 different charitable organizations. I’m trying to, starting to really hit the speaking circuit there and become known that way.
That’s been the traditional kind of marketing I’ve been doing. I do have an Instagram account at financially underscore Zen which I started during the pandemic as a way of communicating ideas to keep people from being too stressed out over what was happening at the time. And I’m thinking of, as I launched this online, Course in philanthropic giving of just pivoting that account and focusing on the charitable charitable giving and that side of my practice.
Yeah. Yeah. That’s amazing. Do you, so do you do any blog posting or anything like that? Good at this point? No. I’ve written some articles [00:31:00] for my firm’s blog for foreign financial, so they have a knowledge blog and I’ve been asked to write two or three articles here and there every once.
I wrote one on charitable lead trusts that I just updated so that they should be publishing the update anytime now and I’ve been asked to do another one. I’m actually giving us a presentation to other forum advisors next month on referrals and how to get referrals. And what’s the secret of referrals since I’ve done pretty well with mostly with well, with existing clients and with other professionals.
So I’ll be doing that. But no, a blog posting on my own is not something that that I’ve done, but I should probably consider it as I, again, as I think about how to market this online course that probably makes a lot of sense. Yeah. I think a guest podcasting also is great since you’re already doing speaking in person.
I would I would look at doing some kind of a guest podcast strategy where you’re getting in front of audiences that have already been built by the [00:32:00] podcasters. That are really good for you. And getting in front of the right people and it’s just great exposure. So that’s another really powerful technique and already, so generally speaking you’ve got that nailed.
It’s just adding that that online distribution strategy to it, I think. Yeah. Yeah, no that’s a good idea. I certainly one of the things on my to-do list is to do a guest blog post for kitsis.com on charitable giving. That’s. Huge audience of financial advisors. And so I think that’d be really good as well.
So now they’re doing more guest blog posting accepting more more from guest authors. So that’s a good thing too. Yeah. And just video too. Creating a YouTube channel, doing just short little videos, talking about different scenarios, I think could be a really powerful channel for you as well.
Video content. It’s kinda like the golden piece of content. You can repurpose video [00:33:00] so many different ways. You can turn it into a blog post by transcribing it. You can chunk it up into little pieces to where you can use it for social media posts. You can embed it on your website. You can turn it into ads.
It’s just a real marketing powerhouse where you can take that one piece of content and repurpose it and just watching you present your. On this broadcast I think video would be probably the number one channel I would love. All right. I appreciate that tip. Thank you.
That’s a good segue into the the new Templates are the new services that we bring. Cause you know why for sometime you’ve had a profile on financial advisors.com and you mentioned the fact that you’re trying to get something blogging going, and the benefit from fraps budget.com.
If I can get my own own own company, a Joel here is the fact that it’s the only interactive proof. In the financial services industries, there’s a lot of directories out [00:34:00] there that are consumer-facing and the consumer chooses you, but you’re limited in what you can do as an advisor, as to what they see.
So on a fast advisors.com of course, in your profile, not only can you see about your experience, what you do in volunteer, just the whole daddy’s said about what you do, but you as an advisor, have the ability to upload your blogs, upload pod. Appco upload video, any type of social media and they all connect with your profile.
And it’s a beautiful thing that we’ve created and I’ll let that’s why, when Ken and I got together, I said this is a great idea that we should pursue kin because no one else is doing it. I think there’s a real need. In the marketplace for something like this. So I like can talk more about it, but what he brings to the, yeah we just we help advisors develop a guest podcasting strategy or a video marketing strategy.
We write content we do a lot of different things. [00:35:00] One of the things that I think is really important to take away is if you are going to create. Content for search engine optimization purposes. W a lot of people want to be inclined to just post that only on their website. And you actually can get really powerful SEO benefits search engine optimization, benefit by power by posting that content first on financial advisers, and then using it as a way to build a high quality inbound link back to your page or your profile that you really.
Boost from a search engine optimization perspective on your website. You certainly absolutely need to be posting original content on your own website as well. But I think that’s something that a lot of people overlook. That’s a real added benefit to financial advisors.com because it gives you the ability and building inbound quality links is one of the hardest things that you can do.
From a search engine optimization perspective. This gives you a natural channel to be able to do that. And definitely take advantage of that. But yeah, we do. We offer a really broad range of digital marketing services or advice to help people leverage the things that they’re already doing and get more out of it now.
That’s good. Maybe I may have to call you and we may have to have a conversation.
I was thinking the same thing. I need to get my my board plugged in to everything that you’re talking about here because raising money in the arts and the arts have really, weren’t able to perform at all last year it’s been such a struggle. So yeah it’s pretty amazing.
The possibilities that are out there. And I, it all takes time and energy and focus, but it also, number one, it takes awareness. And if you don’t have that awareness you don’t know that you can make that stuff happen. Yeah. Anyway listen, it’s been a, it’s been a great conversation with you, Mr.
Juan really appreciate you coming on and explaining about your history and working with. The the Lou Gehrig’s association and the Ronald Reagan foundation. And that just all does some great work there and how you traversed into a nationally in the financial planning and how you’re making it all work together.
And I’m glad that advisors call on you because if you’re an advisor, especially the young advisors. So I, I really do hope that you get some timeline kits is there’s X, Y network. Cause he’s all about the young advisors, 25 to 40. Yeah, it would be if we get those guys started. Yeah. That’s one of our conferences where I presented last year was the X YPN national conference.
Yeah. I’m a baby boomer and we’re middle aged and so forth, but if we can get those the 25 to 45 year old crowd thinking about the fact that it’s not a separate charities out of DAF, I can ask if I can make it part of my practice and be ready for those scenes. When someone says something about the fact that for instance there w when you ask them, if you get what did you give last year?
And they mentioned an organization. They start talking about dogs and they start talking about. People that are new to this country, they talk talking about the doctors without borders and all these great organization or the symphony or whatever it is, whatever their passion is. Those are big queues that, and if you’re on top adviser, you take those cues, you remember them, you keep your mouth shut and you listen, because I guarantee if you’re an advisor and you understand what the passion is that.
You’re going to be head and shoulders above anybody that comes to them and says we got a good DSG fund over here that you should be, blah, blah, blah. Whatever. It’s not that you don’t know about the ESG fund. It’s just the fact that you can marry that proactive investment knowledge with something that will appeal to that client.
Yes. Yeah. It’s more than it’s more than money and that’s perfect. I agree. I couldn’t have said it better myself, Jen. Thank you.
Thank you. One. Do you have anything to add Ken? The last week wrap up? No, I’m. I’m just amazed. Thanks so much, Juan. This was great. I really. Sure my pleasure. Thank you both. Thank you, Wallen. We’ll see you next time on the essential financial advisor marketing show. Bye for now.
Episode 5 : Juan Ros, Financial Advisor for Forum Financial Management, LP.