Here’s What Prospective Clients Care About More Than Anything Else – The Preeminent Financial Advisor Podcast – Episode 31 What do the affluent really look for in a financial advisor? If you knew the answer to that question, you could focus your prospecting and marketing efforts on the areas that really matter—and attract more than your fair share of new wealthy clients. The good news: We surveyed some 1,500 investors—the majority of whom have at least $1 million dollars of net worth—and they revealed that factors that are most important to them when choosing a new financial advisor. Key Takeaways: - Certain factors matter very little when prospects evaluate a new advisor—such as social media usage and non-traditional investment offerings. - Advisors’ track record matters—but not nearly as much as you might think. - Focus on the prospect to demonstrate your trustworthiness.