If you were diagnosed with a rare disease, would you go to a general practitioner in town or find a doctor specializing in cases like yours? Similarly, being a fiduciary financial advisor that provides comprehensive financial planning may have been a go-to in the past, but now smart consumer clients seek out advisors who offer specialized services reflective of their unique needs. Being different makes you stand out more than being the best (which, let’s be honest, anyone can claim.) Positioning your firm as “the only firm in (your locale) that serves/offers ______________” will increase visibility amongst the target customers you want to engage with. To determine your niche and understand how to leverage it best, we’ll explore the importance of establishing a target market, finding where there's a gap in the market (and whether there is a market for that gap), filling in “the blank” to determine your niche, examples of financial advisors who successfully serve a niche market, and ways to leverage a niche to grow a financial planning firm quickly.
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