Ep 157: Building Your Own Personal Brand To Complement And Not Compete With Your Advisory Firm with Peter Lazaroff
Financial Advisor Success
Michael Kitces
4.8 • 696 Ratings
🗓️ 31 December 2019
⏱️ 112 minutes
🧾️ Download transcript
Summary
Peter Lazaroff is a shareholder and the Co-Chief Investment Officer of Plancorp, an independent RIA that oversees nearly $4.4 billion of assets under management for 1,300 affluent clients. Today he joins the show to discuss how he has been able to build his own personal brand, both as a mechanism to grow his client base and to help him navigate career opportunities.
Listen in as Peter describes the way he has “niched down” by creating content for his target audience through a blog, emails, and a book. You’ll learn why he encourages his team to create personal brands, the importance of staying focused on the clients you want to reach, and more.
For show notes and more visit: https://www.kitces.com/157
Transcript
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| 0:00.0 | Welcome to the Financial Advisor Success Podcast, where you go behind the scenes with financial planner, speaker and consultant Michael Kitsas, to hear stories of how leading financial advisors navigated the inevitable challenges that arise on the path to success and get insight from leading industry consultants about how to break through to the |
| 0:22.1 | next level in your advisory business. And now here's your host, Michael Kitsis. Welcome, everyone. |
| 0:28.6 | Welcome to the 157th episode of the Financial Advisor Success podcast. My guest on today's |
| 0:34.2 | podcast is Peter Lazaroff. Peter is a shareholder and the co-chief investment |
| 0:38.1 | officer of PlanCorp, an independent RA based in St. Louis that oversees nearly 4.4 billion |
| 0:43.5 | of assets under management for almost 1,300 affluent clients. What's unique about Peter, though, |
| 0:49.8 | is the way that he's been able to build his own personal brand as he's grown his career, |
| 0:54.7 | both as a mechanism to build a client base of nearly 100 million of assets under management |
| 0:58.9 | while still in his 20s and 30s, to help him navigate career opportunities as well to build even |
| 1:05.3 | further. In this episode, we talk in depth about how exactly peer built his personal brand, from |
| 1:11.6 | simply proactively taking notes on what he was already reading and sharing them with coworkers, |
| 1:15.8 | to launching an email newsletter and pursuing networking meetings as a chance to build his |
| 1:19.7 | email list, pivoting later to a blog that would further allow him to expand his readership and reach, |
| 1:24.9 | publishing a book to go even deeper still to reach his |
| 1:27.5 | target clientele, and how now his personal brand is producing such strong results and generating |
| 1:32.2 | new clients that his advisory firm is investing into his personal brand to help refine it even |
| 1:37.2 | further. We also talk about the practical challenges of building a personal brand inside of a larger |
| 1:42.9 | advisory firm. |
| 1:48.4 | Why Peter's original firm was comfortable with him launching a newsletter, but concerned about having him own a separate blog, how Peter got his new advisory firm on board with his |
| 1:54.0 | branding efforts by first spending time writing for the firm's own website to show his value. |
| 1:58.9 | The way Peter handles his blog content for compliance purposes |
| 2:01.8 | and why he set up a separate LLC structure to own the intellectual property of his blog content |
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