Web Presence With Boomers

Are you ready for the Digital Highway? If you’re not, this is the year that you had better get in the game. The traditional ways that we do business will always have a great place in the financial services industry, operating under the pillars of SCIP: Service, credibility, integrity, and profitability. But how will you get your message across to the modern consumer? How will they know that you are credible and full of integrity? Will your service standards exceed those of your competitors? Or will you be perceived, whether you like it or not, as just sort of a "boring" advisor? You need to utilize the tools that Americans are using when they decide to work with a financial services professional. Let me provide you with some stats and some opportunities.

I just read, and I have seen similar statistics, that there were 325,000 financial professionals in 2008. That number decreased to 285,000 in 2014. Predictions are that there will be 200,000 or fewer by 2022. And it is likely that 100,000 of those remaining will retire in the following decade. What an opportunity for those of us who are ready to grab hold and seize the good fortune! Who wouldn’t want to be in a business where there are too many prospects chasing too few advisors?

But clients won’t chase - they will go online and look for the candidate that best fits their needs. Most clients will google you before meeting and see what the world has to say about you. They will go to your website. What will they find there? One thing that will not change: you will have but one chance to make a good first impression.

Here are some more stats that I just read: Americans over 50 are the fastest-growing demographic online. They spend two more hours online than millennials do each week. They are brand-conscious but not brand-loyal. Want more? There are 82 million Baby Boomers between the ages of 51-69. Studies show that 87% use search engines, and 81% use this as a research point prior to making financial decisions. They spend 27 hours online each week.

So, what is your specialty? What are you known for? Or what do you want to be known for? Are you different than your competitors? Do you have a “value proposition”?

Bottom line: chances are you need to be associated with a group that gives Americans all that they are looking for. You need to be a member of the Safe Money Places Agent Network. Safe Money members have websites that are sticky. They help engage the prospect once they get to your site. You can provide them with the research they need through the content we provide to you.

In closing, it will either be “the best of times… or the worst of times” for people in our industry. The pace of change is faster than ever, and you need a group that can keep you ahead, or at least close to, the speeding train. Please give us a call at 1-877-844-0900 or schedule an appointment so we can show you how being the “Safe Money Authority” in your geographic location can help propel you into success that you might not have ever experienced before.​

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Until next time… good selling!
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Raymond J. Ohlson
Founder & Retired CEO
Ohlson Group
​1-877-844-0900