In this episode of the Top Advisor Podcast, Bill Cates sits down with Molly McClure, Executive Director of Marketing at OnePoint BFG Wealth Partners, to look at how prospects choose a financial advisor today.

A trusted introduction may put an advisor at the top of the list, but prospects still do their homework. They check your website. They look at your LinkedIn profile. They search Google, and increasingly, they ask AI. Yup! For better or worse, AI is playing a huge role in this dynamic now.

Molly shares what advisors can do to strengthen that next step and make sure their marketing supports the tried and true referral process.

Here are 3 Key Takeaways:

1. The Referral Gets You Considered:
   A warm introduction opens the door. Your online presence helps the prospect decide whether to walk through it. The referral comes with borrowed trust. Your online presence can increase that – if done properly.
2. Your Message Has to Be Specific:
   Does your website clearly show who you help, what makes you different, and why the prospect should call you? Do your new prospects “see themselves” in how you talk about your value?
3. Client Surveys Can Start Better Conversations:
   Client survey results can lead you to clients who are willing to refer but maybe haven’t done so… yet. This creates a natural opportunity to follow up and help them recognize who may be a good fit.

Listen in for a smart, practical conversation about blending referrals and marketing, with advice on creating useful content, improving search visibility, simplifying website forms, and making sure your links and follow-up systems work, so you can become the first call clients make when life gets complex.

Don’t forget to check out the show notes for free resources and get ready to turn great ideas into meaningful action!

Episode Sponsors:

• Nexruto
• The Cates Academy for Relationship Marketing

Connect with Molly McClure:

• Website: https://themollymcclure.com/ | https://www.onepointbfg.com/
• LinkedIn: https://www.linkedin.com/in/mollysmcclure/
• Email: molly@themollymcclure.com

Resources:

• RapidFire Referrals
• Get a copy of “The Language of Referrals”
• Get a copy of “Radical Relevance”
• Grab your copy of The Hidden Heist today!

Connect With Bill Cates:

• BillCates@referralcoach.com
• Referral Coach Homepage
• Hire Bill for Coaching
• Enroll in The Cates Academy

About Our Guest

Molly McClure is the Executive Director of Marketing at OnePoint BFG Wealth Partners, where she leads the firm’s marketing strategy and brand growth.

With nearly 20 years of experience in technology, financial services, and fintech, Molly is known for making complex ideas clear and building marketing programs that deliver real results. Before joining OnePoint BFG, she led U.S. marketing for a fintech division of Invesco and helped drive significant growth in both revenue and brand awareness.

Molly was also named the 2025 Gold Stevie Award winner for Marketing Executive of the Year. A Michigan native, she credits her early years working on her grandparents’ cherry farm with shaping her hands-on approach to leadership.