Survey Says: Just 60-70% of Advisor Conversations “Click” for Clients
Do clients fully grasp what their advisor is saying during meetings? Are they turning to social media instead of their advisor to get investing questions answered? Apparently, the answer depends on your communication style as an advisor.
A couple of key findings from the survey: as the frequency of advisor touch points is reduced, clients’ comprehension of meeting topics can suffer. Also, clients turn to outside media sources in greater numbers when their advisor checks in less frequently.
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How much of what’s discussed in a meeting resonates with clients?
Advisors received decent marks from their clients, with the average respondent saying that 70% of the content in a typical meeting with their advisor resonates or “clicks” for them.
However, those who said previously in the survey that they are contacted infrequently or very infrequently averaged just 63.9% compared to the frequently and very frequently contacted clients for whom 73.3% of the material “clicked”.
It goes to show that frequent communication reinforces concepts discussed during client meetings, which can reduce further uncertainty down the line. Based on responses from clients under 60, the earlier innings of each individual’s financial journey are especially important for building an understanding of investment concepts.
Where do advisors’ clients go when they have questions?
Financial advisors are still the main resource for clients seeking information on the markets and the performance of their portfolios: 73.3% of surveyed clients leverage their advisor or an account portal as their primary source of information.
However, when factoring in contact frequency, clients who say their advisor contacts them infrequently are about four times more likely to consult media sources first, rather than going to their advisor.
Increased contact might help position an advisor as their client’s go-to resource, creating opportunities to add value and reducing the chance that their clients pursue potentially misleading advice from outside sources.