The RARE Advisor: Could a bad economy be your best friend?

In this episode of The Financial Advisor Marketing Playbook, Mark Mersman explores the fast-emerging concept of Answer Engine Optimization (AEO)—how advisors can adapt their websites and content strategies for the AI-driven search era. As traditional SEO gives way to AI search tools like ChatGPT and Google’s AI Overviews, Mark explains what this shift means for financial advisors and how to stay visible in a world where consumers ask questions directly to AI instead of clicking through search results. He shares practical, actionable steps—like writing with user intent in mind, expanding website depth and breadth, structuring Q&A sections, and earning external credibility—to help advisors ensure their content is surfaced in AI-powered search results. If you want your firm to show up when prospects ask financial questions to AI, this episode is a must-watch.

In this episode of The Rare Advisor, host Aaron Grady shares why Thanksgiving is one of the most powerful — and underutilized — times of year for financial advisors to connect with their top clients. He explains how this quieter, gratitude-filled season offers a unique opportunity to build deeper relationships, foster loyalty, and create memorable client experiences that drive advocacy. From heartfelt handwritten cards to “annual anchor” gifts that become part of clients’ traditions, Aaron outlines practical ways to operationalize gratitude and turn it into a repeatable, referable process. Tune in to learn how to transform a simple gesture into a lasting impression — and make Thanksgiving a cornerstone of your client relationship strategy.

In this October’s Trending Report, Kevin Roskam breaks down why sticking to a disciplined, unemotional investment strategy continues to pay off—especially when the headlines say otherwise. Despite September’s reputation as a historically weak month for the markets, the S&P 500 gained 3.5%, showing once again that trends—not feelings—drive results. Kevin dives into what fueled the rally, from the Fed’s rate cut to tech sector strength, and explores how theme-based investing—like AI, automation, and clean energy—is shaping market momentum. He also reminds us that long-term success may involve tuning out political noise and short-term emotions. Tune in for key takeaways, market charts, and insights designed to help you stay focused on the data—not the drama.