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Top Advisor Podcast™
Ep. #113 – 3 Must-Have Reputation Strategies for Client Acquisition with Brian Thorp
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The way people choose a financial advisor has changed. Bill Cates talks with Brian Thorp, founder of Wealthtender, about why online reviews and internet presence and credibility now play an important role in the decision to meet with you and, hopefully, work with you. They discuss what advisors can do to make sure their digital credibility supports the trust they have built offline.
Brian shares findings from a study of 500 mass-affluent Americans. One result stands out: 83 percent of people who receive an offline referral to an advisor go online to look for reviews. A trusted introduction still carries weight, but prospects want to see that trust backed up by other forms of social proof.
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Here are 3 key takeaways:
- A Referral Often Starts the Research:
Prospects are checking websites, LinkedIn profiles, reviews, and even asking AI to compare advisors before they make contact. - Reviews Work Like Digital Referrals:
A strong review keeps building credibility long after it is written. It can also help Google and AI tools understand who you serve and why clients value working with you. - Clients Talk About How You Make Them Feel:
Most reviews are not (and should not be) about investment performance. Clients write about confidence, peace of mind, and the difference their advisor made during an important moment in their lives.
Episode Sponsors:
Connect with Brian Thorp:
- Websites: https://wealthtender.com/grow | https://wealthtender.com/love
- LinkedIn: https://www.linkedin.com/in/briancthorp/
- YouTube: https://www.youtube.com/watch?v=9MdoXba7U0k
- Email: brian@wealthtender.com
Resources:
- RapidFire Referrals
- Get a copy of “The Language of Referrals”
- Get a copy of “Radical Relevance”
- Grab your copy of The Hidden Heist today!
Connect With Bill Cates:
About Our Guest
Brian Thorp is the founder, CEO, and Editor-in-Chief of Wealthtender. He believes everyone deserves trusted help with money matters, regardless of income or stage of life.
Brian is a member of the National Society of Compliance Professionals and its SEC Marketing Rule Working Group. He has written extensively about advisor testimonials, including an article published in Currents and a testimonial marketing playbook for advisors and wealth management firms.
Under Brian’s leadership, Wealthtender became the first financial advisor review platform designed to comply with the SEC Marketing Rule. His work has been featured in major publications and on numerous podcasts, and WealthManagement.com named him one of its top 10 innovators and influencers set to change the industry in 2024.
Before founding Wealthtender, Brian spent nearly 22 years at Invesco, most recently leading financial advisor platforms and overseeing strategic partnerships with wealth management firms representing more than $100 billion in assets under management.
With more than 25 years in financial services, Brian is focused on helping more people enjoy life with less money stress.
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About Your Host
Bill Cates, CSP, CPAE, works with financial advisors to speed up their growth without increasing their marketing budget.
Advisors tap into Bill’s proven process to multiply their best clients through introductions from advocates and Centers of Influence, communicate their value proposition more effectively, blend digital and human strategies, and create a reputation in a profitable target market. Bill helps advisors move from push prospecting to magnetic marketing – to attract more Right-Fit Clients™.
Bill is the author of 8 books including Get More Referrals Now, Beyond Referrals, Radical Relevance, The Language of Referrals, and The Hidden Heist. He is the founder of The Cates Academy for Relationship Marketing™ and is the host of the acclaimed Top Advisor Podcast – now ranked in the Top 3% of podcasts worldwide.
Do you know someone Bill should interview (including yourself)?
Do you have a topic you’d like to see covered?
Contact Bill Cates directly: BillCates@ReferralCoach.com
