For advisers, referrals have long been key components driving up client numbers. However, a study by SEI Advisor Network suggests that many in the industry find it challenging to attract enough referrals to help them reach their growth expectations.
In response, the firm launched the SEI ReferralBuilder. This series of tools and resources includes worksheets, analysis, and coaching meant enable advisers to better target their clients, create a custom experience, and implement an effective referral marketing system.
The framework also includes a scoring system so advisers can measure their progress. The framework is designed to define ideal or target clients as well as their needs, and helps advisers emphasize differentiation when describing their businesses to these clients.
John Anderson, managing director and head of practice management solutions for the SEI Advisor Network, says, “Attracting referrals involves more than a tactical marketing campaign or simple outward facing techniques. Businesses that attract the most clients have a formal framework of systems, habits, and characteristics that work together to project a specific and compelling value proposition to target clients, and that support and reinforce each other. The more sections of that framework that are in place, the more referable advisers become.”
SEI’s “What Makes You Referable? The Elements of Advisor Referability” can be accessed at seic.com.