Welcome back to the thirty-eighth episode of the Financial Advisor Success podcast!
My guest on today’s podcast is Winnie Sun. Winnie is the co-founder of Sun Group Wealth Partners, a hybrid RIA on the LPL platform based in Los Angeles that oversees nearly $200 million of client assets.
What’s fascinating about Winnie’s firm, though, is how she managed to successfully launch her advisory business in a wirehouse through cold calling – with a unique tactic of calling businesses after hours, to deliberately read her cold calling script to their voicemail, and get those cold-calling prospects to call her back! From there, she evolved her business development strategy into a seminar marketing approach, before she ultimately shifted into a niche advisory firm servicing clients in the television and movie industries… building on her background with a television audience production company she founded when she first graduated from college and worked with shows like America’s Funniest Home Videos, Jeopardy, and Wheel of Fortune.
In this episode, Winnie talks about what “works” and what doesn’t when it comes to social media marketing, why she still balances spending 2/3rds of her time in the wealth management business, and 1/3rd engaging in social media, video, and other multi-media efforts to market her business – because as Winnie puts it, “if no one knows you exist, you can’t serve them as clients” – how she’s structured her team with a partner to support her practice, and the details of why she ultimately decided to break away from a wirehouse to join an independent broker-dealer… despite the generous offer a competing wirehouse had made.
And be certain to listen to the end, where Winnie shares her perspective on everything from the challenges of our industry’s gender or racial diversity – or lack thereof – and the relatively simple change that could be make the advisory business more appealing to young women, along with why she chose to pursue social media marketing, as an introvert, to help facilitate her own work/life balance while growing her business.
So whether you’ve been curious about what it takes to successfully grow a business via social media, or are simply looking for alternative marketing ideas to cold calling scripts, or want some perspective on how targeting a particular type of clientele can be amplified with digital marketing, I hope you enjoy this episode of the Financial Advisor Success podcast!