Using Video to Build Multi Generational Advisor Firms
I wanted to share an interesting conversation I had the other day with an advisor who has been bringing on younger, up-and-coming advisors to build out the future of his firm. He’s excited about the trajectory, but he’s nervous his clients are… less excited.
Now, he’s appropriately confident in their abilities, but the transition is still hard to communicate. It's always nerve-wracking to tell your clients – your relationships – that they will be working with someone new. Add to it that you’re often handing them off to a younger and less experienced advisor.
It’s a hard transition, but there’s one key strategy you can use to make it easier. Let’s get into it.
Why Are Clients Nervous Really?
There are a number of obvious questions when it comes to passing clients to younger, less-experienced advisors. We can acknowledge that. But for our clients who are successfully launching next gen advisors, there’s a key distinction that comes up. It sounds something like this.
What concerns your clients more than age or experience is the unknown – the “I don’t know this advisor”.
Your clients chose you because they grew to know and trust you. They need the same opportunity with younger advisors in order to build that familiarity.
Some firms help this process along with strategies like announcement posts on social media or open houses. Those are good. Do those.
But video should be your best friend if you want to accelerate the trust-building process.
Building Familiarity Through Video
Think of the factors a prospect looks for when they select an advisor. It encompasses things like:
Knowledge + Expertise
Personal values
Temperament
Empathy
Relatability
A single open house is a great interaction, but it’s just one interaction. A social media post or two announcing a new advisor gives some exposure, but it’s very limited.
However, if you have a consistent video marketing strategy, this is the perfect place to engage younger advisors on your team. Give them opportunities to share their perspectives on everything from tactical planning questions to personal reflections and stories. In doing so, you’ll accomplish two things.
Let Them Show Their Expertise
One of the best ways to build confidence in the competence of your younger advisors is to let them flex their knowledge. I’ve met many advisors in their 30’s who can walk 8-figure families through complex decisions – like business exit planning, equity compensation, or estate strategies.
How do I know they can do it? Because I’ve filmed them explaining it and I’ve seen their client base’s reaction. Give your young advisors a chance to show their competency by working them into your video marketing rotation.
Video Shows Our Human Side
This is equally important to the trust building process. You’ve probably heard it said that 70-80% of communication is nonverbal. We subconsciously form opinions about people based on far more than their words.
If your young advisors have strong social skills, get them in front of a camera. Likeability translates well to video, but only if they’re in front of the camera.
How to Get Started
So, I’ve told you to get them on camera. What does that actually look like?
Create a Sustainable Video Strategy
I’ll be honest. Many firms never make it past this stage. Video can feel like an awkward chore, even if you believe in the value. You’re an advisor, not an actor.
One great way to help shorten this learning curve is to ditch the talking head format and interview each other. It’s far easier to talk to a person than a blinking red dot on a camera.
In fact, this is what we do with our clients. We interview you and ask questions – mining your experiences and insights. One client told us it felt more like a virtual client meeting (their comfort zone) than a marketing shoot. It’s a game changer!
Conversations > Scripts
Sure, a script might feel like a comfort zone, but the best on-camera moments are rarely scripted. When you’re focused on a teleprompter, your focus on reading will often prevent you from being the relaxed, natural communicator that you usually are. So in addition to the interview recommendation, I find our clients are at their best when they can bullet point the outline they want to follow, and then talk through the topics like they would with a client.
Time Block for Video
Video marketing is often derailed by what I like to call the “back burner syndrome”. If you wait until you can get to it, let’s be honest – it’s probably never getting done.
That’s why I like to block out a focused chunk of time to record videos. For most of our clients, we get all the content we need for the entire month in a 30 minute interview. For some of our larger clients that prefer a professional video day, we will block out a 3-4 hour session once a quarter and fill up the library we need.
By timeblocking, you allow yourself to clear the hurdles that normally hold you up:
Cleaning up your filming space
Reviewing your bullet points
Preparing for a quiet, focused environment
Giving enough time to edit your videos (or kick off your editor’s workflow)
Prioritize video, and it pays dividends in your marketing. Time blocking has become our best friend because of this.
Ready to Build a Multigenerational Brand?
Evergreen Financial Marketing is a video-first advisor marketing agency that helps independent advisors and RIAs build distinct, human-to-human brands. Our approach to content puts your voice, face, and expertise at the center of your value proposition.
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