Jesse Abercrombie: The Go-To Financial Advisor in His Niche
Top financial advisors recognize an important idea: You can’t serve everyone you meet if you want to become extremely successful.
To differentiate yourself from the pack, it can be better to focus on serving a niche—a select group of clients to whom you can deliver tremendous value,
Case in point: Jesse Abercrombie, a financial advisor with Edward Jones in Plano, Texas. Years ago, Abercrombie made the strategic decision to work with business owners in the commercial construction industry, with an emphasis on those considering a liquidity event. It’s a move that, in his own words, “gets better with each year.”
One big reason: The longer he works with this group, the more he becomes known among them as the go-to financial advisor who deeply understands their unique goals and needs. Abercrombie further strengthens that positioning by regularly delivering content to the members of his niche, as well as other professionals who work with them such as CPAs and mergers and acquisition specialists. “My content aimed at these business owners appears in 12 different construction magazines each month,” he says. “That branding creates awareness and reinforces to clients that they have their money at the right place.”
Abercrombie’s rock-solid reputation as a financial advisor who knows his clients’ needs and advocates for their best interests has enabled him to attract increasingly successful entrepreneurs—such as the owner of a $70 million firm who had no personal wealth invested outside of the business. Abercrombie helped him build a $15 million portfolio to serve as a safety net in case the company experiences a downturn.