“Bob clicks on the “Podcasts tab”. He listens closely. His eyebrows just raised. Something has piqued his interest. He’s picking up the phone! And YES! It’s another “basket” for the financial advisor with an assist from his podcast.”
As a sports broadcaster for the University of North Carolina women’s basketball team for the past eight years, I’ve called a lot of buckets on the court. Sometimes the player makes it all happen on their own, but most of the time there’s a key pass that sets them up for an easier shot. In basketball, It’s, of course, called the assist.
What does that have to do with financial advising?
When Matt Hausman started his podcast he knew it would help him retain clients. It was an excuse to touch base with them every week and diversified the content he was already providing them.
What he didn’t realize was how much the podcast would help him with prospects and those who were already between meetings #1 and #2. Those kinds of folks pay very close attention to everything you do during the sales “courtship” phase.
The podcast was a fantastic opportunity for Matt to continue his education of those potential clients beyond the confines of the conference room. He’s also very intentional about telling people in their initial meeting about his podcast and even points them to specific episodes they might like, based on their situation.
Podcasts, at a minimum, have “assisted” on more than $7 million in AUM for Matt over the past year.
Click the video below to hear about his experience in podcasting.
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And I’d like to thank Matt for pointing to the passer (another North Carolina basketball tradition).