Rom Gadaoni is an adviser with Dover and a subscriber to ACES. We think his story is a great one, as it completely validates what we are doing with the ACES program. Please, take the time to read this article, watch the video and apply what you read and see in your own context. It really does work.
Rom’s story before joining ACES would make a great movie. He emigrated from the Philippines in 2009, having worked as an accountant before bringing his wife and beloved daughter to Australia. Upon arrival here in Oz, he worked a variety of jobs. His interest in financial planning was raised when he was working as a chauffeur – for the AMP! It was they who suggested that he become an adviser, and his first stop was Dover.
Rom joined Dover as an adviser in October 2016 and then joined the ACES program in December 2016. His business was completely new when he commenced – he did not have one client.
As of the end of February 2017, just two months after joining ACES, Rom was about to sign up his thirtieth client. He attributes his success to the content being published on his website – which he immediately shares on social media – even paying $6 each week to have the content spread more widely on Facebook. (He is being modest – his personality and intelligence have a fair bit to do with it as well. But the content is proving very effective).
His efforts have not gone unnoticed. In late February, the publisher of the Phillipine Times asked Rom for permission to reprint his articles in their monthly print and weekly online editions. Rom’s agreement with ACES does not automatically allow him to sub-licence the material, so he approached us and asked for permission to have the articles published. We readily agreed.
Rom now publishes a weekly article on a website that has more than 4,000 followers and a monthly article in a newspaper that has a print run of 15,000.
Not bad. Not bad at all. We like Rom’s story so much we asked if we could interview him. You can see and hear him here:
What we can all learn from Rom
There is much to learn from Rom’s approach to client attraction – and retention.
For a start, there is his immediate empathy with his client group. Most of his clients are immigrants from the Phillipines. Yes, that gives him an advantage in terms of engaging them – but it can also be an impediment: there is not, for example, a culture of personal life insurance in poor countries like the Phillipines. And estimates are that only 2% of retired Filipinos are financially-independent, so the idea of saving for one’s own retirement is not a widespread one. Rom can’t just rely on selling insurance or switching the super to satisfy a client. His advice has to be wholistic.
For example, Rom will tell you that at least 70% of his clients transfer money home to relatives still living in the Philippines. He does this too. This means that one of the first problems that he has to help his clients solve is how to meet these financial responsibilities while providing for their own financial needs here in Australia (with its vastly higher cost of living).
Rom even goes to the extent of not driving too nice a car as he worries that this will create barriers between himself and his clients. And that is the striking thing about Rom: he is always thinking from his clients’ point of view. This is why he so immediately distributes his website content: once he has an article on his site, he realizes that it will help both his clients and others and so he puts it out there.
He also realizes that every one of his potential new clients will look him up online. That is why he knows that he needs to provide some really good stuff for them to find. He starts the process of gaining his client’s trust well before he even meets them – before he even knows who they are.
So, please, take a leaf out of Rom’s book. If your practice is not busy enough, make sure you are getting your message out. Here are some things that are easy to do:
- Make your own email lists and send every article we publish to the recipients.
- Send each article to an existing client and ask them to forward it to one friend they think it would help
- Get yourself on social media and share what you have on your website (PS: my 82 year old mother checks Facebook every day). If you need help with this, give us a ring.
- Write some old-fashioned letters and send or hand deliver them – inviting people to visit your website.
- Make sure you get your web address on your business cards – and use your domain name as your email address (every time you send an email, you advertise your website).