According to Greg Bogich, CEO of AcquireUp, seminars and workshops can be very effective growth tools for advisors. In addition to financial benefits, seminars serve to build an advisor’s authority, brand equity and credibility, he noted.
Speaking to WSR ahead of his firm’s Masterclass by AcquireUp event, Feb. 25 to 27 at the Opal Sol Resort in Clearwater, Florida, Bogich pointed out that seminars can double referrals when done correctly.
Bogich also addresses estate planning, which has become a popular seminar topic as advisors, empowered with technology, increasingly treat estate planning as part of financial planning rather than merely a legal matter, according to Bogich.
WSR: How effective are seminars as a marketing channel for financial advisors? What are the drivers behind the effectiveness of seminars?
Bogich: Seminars and workshops are the most effective growth levers available to financial advisors. Referrals technically have a stronger ROI because they usually have little or no cost, but they don’t scale. There isn’t a lever you can pull that suddenly doubles your referrals next quarter. But there is with a seminar.
They also deliver a strong ROI, both in the short term and long term. An advisor can go from having a handful of conversations a month to a room full of qualified prospects on a single evening. I don’t know of anything else that creates that kind of opportunity on demand. It’s the difference between fishing with a single line and casting a net.
Beyond the financial return, seminars build credibility, authority and brand equity. They position the advisor as a teacher instead of a salesperson, and that matters. We live in a world where good financial information is table stakes. What people are really looking for is someone they trust — and there’s no faster way to build that trust than standing in front of a room, educating people and addressing their questions in real time.
They position the advisor as a teacher instead of a salesperson.
WSR: What are the keys to a successful seminar, both at the event itself and in the surrounding activities? Why do these work?
Bogich: I like to say that a successful seminar is a lot like hosting a great dinner party. The food and conversation matter, but it all starts with the guest list. If you invite the wrong people, even the best meal won’t save the night. When the room is filled with people who are genuinely engaged, everything works better.
The second piece is the setup. Before any party, you clean the house, set the table and make sure everything feels welcoming. The same applies to seminars. The right venue, comfortable setting and proper materials remove distractions so the advisor can focus on hosting, not logistics.
The third piece is the host. The best parties aren’t about showing off. They’re about making guests feel comfortable and engaged. Advisors who know their material, stay conversational and keep the focus on the audience create a better experience. Preparation and authenticity go a long way. Any event can be made or broken by the details, even the ones people never see.
Any event can be made or broken by the details, even the ones people never see.
WSR: You said that estate planning is a popular topic in seminars now. What are the factors behind that?
Bogich: The biggest reason estate planning is becoming such a popular seminar topic is that advisors are starting to see it for what it really is: a financial strategy, not just a set of legal documents. The documents are important, but they’re more like the mechanics. The real value is in the planning: how assets transfer, how taxes are managed and how families are protected.
Historically, most advisors stayed away from the topic because they assumed it belonged exclusively to attorneys or at least required a lawyer at the center of the process. That created a natural barrier, even though estate planning is almost inseparable from financial strategy.
What’s changed is technology. Platforms can now automate much of the document creation and integrate estate planning directly into the advisor’s workflow. That shifts the dynamic from attorney-led to advisor-led.
Advisors can now design the strategy, generate the documents and manage the plan over time in one place. That makes estate planning more accessible, more scalable and a far more natural seminar topic than it was just a few years ago.
Jeff Berman, Contributing Editor and Reporter at Wealth Solutions Report, can be reached at jeff.berman@wealthsolutionsreport.com.
