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Wealth Professional | 07 Nov 2013, 12:00 AM Agree 0
Some advisors say directory is discriminatory
  • Kevin Cahill | 10 Nov 2013, 03:59 PM Agree 0
    A marketing colleague shared this with me, but wished to remain anonymous as he relies on selling on ego, "Directories like this are the digital equivalent of real estate agents advertising their faces in local newspapers.
    They are basically perpetuating the belief in the minds of their members that membership is indeed essential because of inclusion in the directory. They seem to ignore the fact that 99% of the general public doesn't give a crap about these directories and doesn't use them."
  • Steven Cartwright | 13 Nov 2013, 11:06 AM Agree 0
    I have a marketing friend who says real estate faces help. I'd give up her name but who really cares? The public is conditioned to look for faces and this is something Advocis should be working on: conditioning the public to seek and research advisers.

    All hail omnipresent cynicism!
  • Harley Lockhart CFP CLU CHFC | 13 Nov 2013, 11:31 AM Agree 0
    This directory is part of the Advocis Professions Model, working toward increasing consumer protection by raising the standards of all financial professionals, even those just starting in the business.
    Kevin is correct that this site does not include non-members, but how can he claim it has no impact and that it is discriminatory both? It is a benefit of membership, which incidentally requires an annual attestation of conformance with a principle based Code of Conduct.
    In addition, the site provides a profile of the advisor to providing their experience, method of compensation and credentials so consumers may narrow the search for the best advisor for them--a little more than a picture in the newspaper.
    Check it out for yourself.
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