Directories are an important source of new business for many advisers and planners. Despite new entrants trying to break through, the market is still dominated by Unbiased and VouchedFor. Following the success of last year’s survey, I’m delighted to have launched, in association with Sense Network and Money Marketing, the Unbiased and VouchedFor Survey –...
I was chatting with an adviser recently about their new website. The conversation turned to whether she should include members of her team on the site. The adviser confided in me that she was nervous about adding her team to the website, as she thought it might give recruiters an opportunity to poach staff. I...
Following our adviser survey in August, we are delighted to launch our white paper: VouchedFor and Unbiased – The definitive guide to improving adviser returns. Thousands of advisers use these directories, many of them relying on Unbiased and Vouchedfor for a high proportion of their new enquiries. I was therefore keen to better understand the...
When I saw the pricing model for VouchedFor’s new Accelerator programme, my first reaction was similar to your local plumber, sucking air in through my teeth as I mentally calculated the cost. However, as I said to some of the advisers who asked for my opinion, the initial reaction we have, especially to new concepts,...
In my experience most advisers would like to increase the number of clients they work with, yet have limited marketing experience, finite budgets and are almost always time poor.
If that describes you, how can you effectively market your business?
I regularly write about ways to increase the number of enquiries you receive, but that’s only half the job. In fact, it’s probably the easier half, you still need to convert the enquiry into a client.
I’m always intrigued by advisers bemoaning the poor quality of enquiries; that they don’t convert and therefore offer a poor return on investment. Forgive the blunt home truth, but if the quality of the enquiries you receive is poor, the buck stops with you, after all, you run your marketing strategy.
Which leads me nicely to my first tip:
During the past year over 80% of the firms joining Sense have been new start businesses.
I love the fact that entrepreneurially minded advisers are breaking the shackles of their current ‘home’, to set up their own business and create the next generation of advisory practices.
Naturally, I’m also delighted that many are choosing to work with Sense.
I tend to get involved very early in the process and it’s fascinating to observe the adviser’s journey.
Of course, there are some common questions I get asked. So, from the mundane to the more complex, I thought I’d pull them together.
I’ve long believed that Unbiased and Vouchedfor listings, along with an effective website, should be central to an adviser’s marketing strategy.
I still believe that to be the case, although a change on Unbiased, which will affect both advisers and consumers, troubles me.
Ok so it’s not about the cheapest leads. But, if there’s one thing I’ve learnt over the years, you need a catchy headline!
Let’s ask a better question: Which directory offers the best return on investment?
Over the past few months both have changed their charging structure. So let’s start there.
For years Unbiased was the dominant IFA directory, until in 2012 Vouchedfor launched, giving advisers and consumers greater choice.
But which one should you sign up to, Unbiased or Vouchedfor? Before we can answer that we need to look more closely at the two options.