💫 REALisation - High-net-worth?

"We help high-net-worth clients." I hear this a lot.

But what does "high-net-worth" mean?

Here's a fun experiment: ask ten people to define 'high-net-worth' and watch the numbers fly.

Just last week, two different advisors shared their definitions of high-net-worth with me. One draws the line at $1 million in investable assets (outside the family home). Another won't look sideways at anything under $5 million.

A Google search and ChatGPT query threw a variety of numbers at me.

See the problem?

Don't hide behind vague terms if you're using net investable assets as your client filter.

Put the number on your website and anywhere you share your brand story. Bold it. Own it.

Why? Two reasons:

1. You'll save yourself hours of conversations with people who aren't the right fit.

2. You might be scaring away your perfect clients. That person with $5 million to invest? They might not think they're 'high-net-worth' because their golf buddy bought a superyacht last week. 

We've all got weird money stories, and our perception of wealth usually depends on who we compare ourselves to.

And here's another thing – I'd challenge using investable assets alone as your ideal client criteria. 

Because let's be honest: high-net-worth doesn't mean someone isn't a high-net wanker.

🔍 REALity Check - Email vs Social: Love your clients first, social media second

You check your emails every day - you're not alone - 99% of people do. And yep, 75% of us are guilty of the daily social scroll, too.

While those first two numbers may not surprise you, I think these next ones will ⤵️

The average engagement rate on any social media platform is less than 5%*, while the average email open rate in the financial services industry is 25%**.

Let's make this real: If you've got 500 clients on your email list and 1000 social media followers.

• Around 125 of your actual clients will read your email (that's using the industry average of 25% - but I've seen financial advisors getting open rates as high as 70%).

• Meanwhile, up to 50 people might engage with your social post (that's being very generous - it will likely be much, much less).

Those email readers - They're your actual clients. The ones already paying you. The ones who trust you with their money and tell their friends about you.

So before you dive into the social media rabbit hole, conquer your client communications.

Quick wins for your client communications:

• Ditch the corporate robot voice - write like you talk - let your personality shine through.

• Give your perspective on hot topics that your clients are seeing in the headlines.

• Share the real questions you’re hearing from clients in meetings (guarantee others are wondering the same thing).

• Sprinkle in some client success stories - show how you’ve helped real humans.

• Break down complex money stuff using relatable analogies.

• Throw in some behind-the-scenes gold - meet the team, office traditions, planning days, in the community - the stuff that gives clients an insight into the real people powering your business.

_{*Hootsuite 2024
**Hubspot 2024}

🔥 REALly Proud - Hot off the press at Brandover

Aynsley and I have been having way too much fun taking the bland out of financial advice brands lately.

Here’s what we’ve been cooking up.

2025 is looking spicy for Brandover! We've got client projects simmering and some exciting stuff brewing behind the scenes. Huge thanks to all our incredible clients - we love collaborating with you.

👊 For REAL - I did the GC50 half marathon

It was hot. It was hard. But, I did it 🙌. And, in the heat of the moment I signed up to do another halfy next year.

Got a burning marketing, messaging or branding question? Shoot it through.

Much love.

Lisa

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lisagreensill.com