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Pro Tip #29: Singles, Doubles, & Home Runs to Grow Your Financial Advisory in 2025

Writer's picture: Financial Marketing ProsFinancial Marketing Pros

Joe Bayliss and Roy Furr


Right now we’re focused on two big things to help our high-producing advisors achieve aggressive growth goals in 2025: 


  1. Hitting singles & doubles…

  2. And hitting home runs. 


Here’s what we mean by that…


Singles & Doubles


First, we’re analyzing the marketing channels we have now, and how we could improve our results with the same investment. This can give you incremental improvements that add up to have a big impact.


Here are a couple of examples of how we’re doing this…


  1. With broadcast radio or TV, we’re asking… What did we buy last year, and how have listening or viewing patterns shifted? Are there some hidden “pockets” to reach a bigger audience – or an audience we haven’t reached before?

    Essentially, we’re looking at all marketing channels with a fresh set of eyes – even though each channel is working – to see how we could generate an additional 10%, 20%, or 30% more leads. Because if you can do that month after month for the entire year, it adds up. We discovered one opportunity – an effortless opportunity – that will generate an additional 300 leads this year.

  2. Another way of looking at this is what is the call to action we’re using with this marketing channel now, and should we shift that to a different CTA that could improve the quality of every lead generated? Generating a lot of leads is great. But generating a lot of higher quality leads is even better. So, what is the CTA that is generating the most production? What is the CTA that is the most cost-efficient?


The bottom line… get creative here. Re-evaluate everything.


Home Runs


A lot of our advisors had massive growth in 2024. And this makes it more challenging to achieve even higher goals in 2025.


In some cases, we’re reaching a level of market saturation or ubiquity that makes generating more business even harder. If not in the geographic area, in the specific media channels we frequent.


If you stick with the same marketing plan for 2024, you’re likely setting yourself up for disappointment. Instead, you need to discover one or two or three other marketing approaches that will be your next big source of qualified leads. 


You need a home run.


Again, here are examples…


  1. One option is to add onto something that is working now. For example, you’re using a specific broadcast TV network and you expand into other networks or independent stations. You could also expand this existing channel by testing other formats to speak to their audience in a new way. So the question is… what is working great now and how can we leverage that for a different channel or format?


  1. The other option is to test a brand new medium, or marketing channel. Obviously, you have lots of choices here. This is where you want to do “short, inexpensive tests,” so you don’t waste a lot of marketing resources (time and money). But it’s also worth planning for a small handful of unique tests, to increase your chances of hitting that homer. Remember, if you put the right message in front of the right audience, it can often work in the first handful of days. Testing new marketing channels takes courage. Very few advisors have the courage to step up and take a swing. But those that do are often rewarded handsomely.


  2. One more – targeting different points in the buying cycle. Some offers can generate a ton more leads, but they take longer to pay off. Others generate less leads, but they’re much more ready to become clients. Reaching new heights with production often requires both – and the appropriate strategy for each lead type.


We’re the first to admit we’re not for everyone. We work with a handful of hard-charging advisors who want to dominate their market – and have the courage it takes to get there. And we typically only work with one advisor in a market.


If you invest more than $250,000 a year in marketing and want to learn how you could dominate your market, request a marketing audit here


There’s no cost or obligation from this first conversation – we’re simply looking to see whether it’s a mutual fit.


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