Ep 143: Getting Local Clients Via Google Search With A Niche Of Serving Independent Women with Cathy Curtis
Financial Advisor Success
Michael Kitces
4.8 • 696 Ratings
🗓️ 24 September 2019
⏱️ 108 minutes
🧾️ Download transcript
Summary
Cathy Curtis is the founder of Curtis Financial Planning, a solo independent RIA that oversees nearly $60 million in assets under management for 52 client households. By positioning her business into a niche of serving women—in particular, single, independent-minded women who want to work with a female advisor—Cathy has managed to stand out in an over-crowded marketplace to build her firm.
Listen in as we discuss why Cathy chose her particular niche, as well as how she has been able to target her marketing so effectively that most of her new clients find her through a simple Google search. You’ll learn all about her financial planning process, why she has had to implement a minimum requirement fee, and how she managed to overcome impostor syndrome on her road to success.
For show notes and more visit: https://www.kitces.com/143
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 |
| 0:18.9 | leading 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 Kitsis. Welcome, everyone. |
| 0:28.5 | Welcome to the 143rd episode of the Financial Advisor Success podcast. My guest in today's podcast |
| 0:34.4 | is Kathy Curtis. Kathy is the founder of Curtis Financial Planning, |
| 0:38.5 | a solo independent RIA in Oakland, California that oversees nearly 60 million of assets |
| 0:43.2 | under management for 52 client households. What's unique about Kathy, though, is the way she's |
| 0:48.4 | positioned her business into a niche of serving women, and in particular, single independent-minded |
| 0:53.3 | women who specifically want to work |
| 0:55.1 | with a female financial advisor as their financial partner, to the point that the majority of |
| 0:59.5 | Kathy's new clients find her through a Google search. In this episode, we talk in depth about |
| 1:05.1 | why Kathy chose to build into a niche of serving women as a way to better stand out and attract |
| 1:09.7 | clients in the crowded |
| 1:10.8 | San Francisco advisor marketplace, how she refined her website to the point that even new prospects |
| 1:16.0 | complement her on how it spoke to them. The way she's been able to generate most of her new clients |
| 1:20.9 | from organic Google search traffic, even though she focuses on working with local, in-person |
| 1:25.8 | clients. And why are the business development success of focusing in her niche eventually is forced |
| 1:31.2 | Kathy to implement a minimum fee requirement just to better determine which prospects were |
| 1:35.5 | really qualified to do business with her or not? |
| 1:38.5 | We also talk about Kathy's financial planning process itself, how her target of marketing |
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