Ep 086: Mastering Marketing As A Solo Advisor By Simply Sharing Your Authentic Self with Eric Roberge

Financial Advisor Success

Michael Kitces

News, Business, Entrepreneurship, Business News

4.8 • 696 Ratings

🗓️ 21 August 2018

⏱️ 90 minutes

🔗️ Recording | iTunes | RSS

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Summary

Eric Roberge is the founder of Beyond Your Hammock, an independent RIA that specializes in financial planning services for high-income young professionals in their 30s and 40s. In just five years, Eric propelled his advisory firm from $0 to $300,000 of revenue with a unique marketing approach that's earned him a fair share of criticism along the way.

In this episode, he shares how his unusual marketing process works, as well as why it serves as the ultimate differentiator for his business. Listen in to learn how he survived the early years of getting his practice off the ground, what he did to move away from the way advisory businesses typically operate, and how he ultimately figured out and attracted the exact type of client he wanted to serve by simply being himself.

For show notes and more visit: https://www.kitces.com/86

Transcript

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0:00.0	Welcome to the Financial Advisor Success Podcast, where you go behind the scenes with financial planner,
0:08.4	speaker and consultant Michael Kitsis to hear stories of how leading financial advisors
0:13.6	navigated the inevitable challenges that arise on the path to success and get insight from leading
0:19.2	industry consultants about how to break through to the
0:22.0	next level in your advisory business. And now here's your host, Michael Kitsas. Welcome, everyone.
0:30.1	Welcome to the 86th episode of the Financial Advisor's Success podcast. My guest on today's podcast is
0:35.8	Eric Robers. Eric is the founder of Beyond Your
0:38.6	Hammock, an independent R.A. based in the Boston area that specializes in financial planning
0:42.9	services for high-income young professionals in their 30s and 40s. What's unique about Eric, though,
0:48.2	is the way that he's quickly propelled his advisory firm to $300,000 of revenue from scratch in
0:53.4	just five years, with a marketing approach of
0:56.0	talking about what he does personally in his own financial lifestyle and attracting
1:00.9	prospective clients to him who want to live the same way.
1:04.8	In this episode, we talk in depth about Eric's marketing process from why he's decided to abandon
1:10.1	the standard approach of trying to make
1:11.9	neutral statements in the media and always saying it depends and instead showing the financial
1:16.8	decisions he actually makes, to how he's published articles to share publicly about those
1:22.2	financial decisions, including how much he spent on his recent marriage and why he's chosen
1:26.5	to rent instead of buy a home living in Boston.
1:29.1	How Eric deals with the criticism that often comes back when you make such strong statements in public.
1:34.3	And why Eric finds that this is a kind of marketing is the ultimate differentiator,
1:39.9	because anyone can write technical articles, but only you can write about your beliefs to
	...

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