Staying in touch with clients and prospects on a consistent base is extremely important for an advisor's business and a critical retention tool. However, I couldn’t find the time in my busy work schedule to create a vital touchpoint. When I found the time, which was very seldom I would have to sacrifice face-to-face client meetings or phone calls. I have many clients I provide my services to and ensuring I make myself available for essential client meetings always comes first. For this reason, It was extremely challenging to stay on top of frequently communicating with all my clients.
Not only was finding time a constraint, but a multitude of others reasons contributed to this. Whether it was the compliance hurdles, I’d have to jump through to get a newsletter approved, or merely attempting to find the right content that was suitable for my line of work and provide value to my clients. Then to think of following up from the engagement and responses I would receive was a lot of work. I always wanted to do a little more, and frequently communicate with my clients, but the time commitment was still more than you would think.
I began using AdvisorStream just over a year ago, after attending a very informative webinar they hosted for my broker-dealer. I knew right away I needed the tool and could see how the service could help my business immediately. They work directly with my compliance team to ensure my weekly client e-newsletter is approved. I cannot emphasize enough how much of the work they do for me. If I want to make changes to my pre-approved newsletter, I can quickly and easily click a button and send it off to my compliance team for approval. The turnaround time is very short, and on top of that, there is no back and forth with my compliance department as there was in the past.
Now, I’m able to communicate weekly with clients and provide them with very relevant content. The engagement I’ve generated is always very positive, my opens and views are consistently higher than the industry average all because they offer the best content that is relevant for my clients.
On top of that, my clients love receiving the e-newsletter, they often respond or share how much they enjoyed an article and how informative they find the content to be. The AdvisorStream service has allowed me to focus on servicing my clients while providing them with the right content that reinforces my value as their trusted advisor. I can communicate with each client on a weekly base, which presents me with the peace of mind knowing that my clients are heading from me. AdvisorStream helps me continue to build great relationships and retain my clients through frequent touchpoints and knowing which client to follow up with and when. For those advisors under tight compliance standards, I highly recommend that you check with your broker-dealer to determine if AdvisorStream is a pre-approved marketing tool, they provide a lot of value to my business.
I keep my newsletter list small, so only individuals who are clients, referrals, previous clients with whom I've done business with, and a few personal contacts.
One particular client that had left me years ago, but had remained subscribed to my newsletter, responded one day to set a meeting. In that meeting, I was able to reconvert him back to a client that I now service and moved his assets under my book. All because I consistently communicated with him. I likely wouldn't have lost him as a client to begin with, if I was using AdvisorStream. He said that he hadn’t heard from his financial advisor in months. I cannot stress enough the importance of frequently communicating with clients, failing to do so can cause an advisor to lose a client. Retention is just as important as acquisition and referrals.