February
2005
Don't miss this
month's timely story ideas, direct dial phone numbers, and E-mail
addresses of these accessible experts!
INVESTMENTS AND WEALTH MANAGEMENT
- Wall Street Does Not Want Investors to Know….They
Can Create Their Own Hedge Funds to Protect Capital.
- Considering Offshore Asset Protection Planning?
Caution is Key.
- ETFs May Lure Investors Into a False Sense
of Security About Diversification.
PERSONAL FINANCE/RETIREMENT
- Natural Gas Well Royalties = Opportunity,
Not Just a Windfall.
- Important Documents You Need Immediately When
Your Loved One Needs Long Term Care or Dies.
- What Kind of ARM is Advisable in a Rising
Interest Rate Environment?
PRACTIVE MANAGEMENT
- Investor Determination Drives Advisory Firm
to Investigate Tactical Asset Allocation.
- Brokerage Firms Continue to Improve Product
Offerings for the Ultra High Net Worth Client.
- Avoid Financial Planning Blunders with Your
Unmarried Clients.
- MEDIA ALERT: PridePlanners Conf., April 28-30,
Palm Springs, CA.
E-COMMERCE
- Marketing Professionals
are Behind the Curve in Creating Web Sites that Drive Business.
INVESTMENTS AND WEALTH MANAGEMENT
Wall Street Does Not Want Investors to Know….
They Can Create Their Own Hedge Funds to Protect Capital.
It has become the investment recommendation
of the day -- put a portion of your assets in a hedge fund to protect
against future market declines. Hedge funds have become popular
since the 2000-2003 market downturn. Investment managers want to
show their clients and prospects that they have a plan for the
next downturn, no matter when it occurs.
However, what Wall Street and many investment
advisors will tell you, but won't emphasize, is that hedge funds,
even good ones, cost 2% a year and the manager takes 20% of the
profit. Last year, many hedge funds just about earned their fees,
and no more, so any gains were eaten up in hedge fund fees and
expenses, while the stock market produced a 10% return. So much
for hedge funds that did not work very well in last year's primarily
sideways market. Most hedge funds are designed to be market neutral.
When the market declines, the best that will happen, is the investor
will break even.
What good advisors will recommend and something
that investors can do themselves is create their own hedge fund.
It is not rocket science. A portfolio of bonds, real estate and
a stock portfolio of Exchange Traded Funds (ETFs) with stop loss
provisions will do the trick. Stop loss is a mechanism that is
put into place when the ETFs are purchased and they limit the loss
the client will withstand in a down market. For example, Vanguard's
ETF Total Stock Market Index Fund has 3000 companies and includes
large, mid- and small-cap equity investments. It does not track
the S&P 500 that covers only the large cap universe. If an
investor's stop loss is at 5% and the market declines 10%, the
investor would only lose 5% and be sitting safely in cash in a
money market on the sidelines.
In an environment where investors will be lucky to get 7 or 8 percent return
going forward, success is in cutting costs -- ETFs save most clients about
2% a year in expenses and sidestep most management fees experienced in mutual
funds -- becomes paramount. Investors really can “do-it-themselves” and
create their own personal hedge fund.
Pearson Financial Services,
Dennis, MA, is the author of "The Million Dollar Gift: Dynasty Trusts.
Why Leave Your Assets Any Other Way", written for his clients,
their families, and his own family. He offers a fully integrated
wealth management process, incorporating investment, retirement,
financial and estate planning specialists under one roof, serving
clients as their family's office, designing and implementing strategies
to protect and distribute their wealth and highly appreciated property. Seth
Pearson, CFP 800-385-7925
Considering Offshore Asset Protection Planning?
Caution is Key.
The complexities of asset protection planning
may make it more difficult than most high net worth clients understand.
There are numerous opinions on the viability of both domestic and
foreign asset protection vehicles. Foreign asset protection trusts
or FAPTs were all the rage before the Anderson and more recently
the Eulich decisions. In both cases the “Impossibility Defense,” a
defense based on a plaintiff’s inability to command the trustee
to repatriate assets, was struck down in U.S. court.
In both cases, the defendants were charged with
contempt and tossed into jail. Now this does not portend the end
of FAPT’s. However, it does require that the various promoters
of such strategies pull the curtain back and allow the clients to
see the very real possibilities of jail time with an improperly prepared
asset protection design.
It is important to note that an asset protection
strategy CAN be incorporated into a well-conceived estate plan. The
reality of such protection is that you must explore with your advisor,
from the bottom up, the various vehicles that offer shelter to your
assets, taking into account the level of the risk you are willing
to accept. There are numerous on-shore strategies that might build
the kind of protective layer you require. It is not unlike climbing
a ladder. You don’t start at the top of the ladder, at the
FAPT, when the first few steps up might accomplish the job with a
lot less risk.
Whether a corporation, a self-settled domestic
trust, or intricate offshore planning, you need to be advised of
the potential protection that the strategy affords your wealth and,
at a higher level, the risk you face from a predatory challenge to
your wealth. The worst -case scenario is that the construction --
the very fabric of your plan -- may be unwound by the U.S. Courts.
In addition, if improperly prepared, you may find yourself in the
untenable position of being whisked off to jail, facing contempt
charges.
Contrary to popular beliefs, asset protection
is alive and well. However, promoters of high risk planning techniques
must turn down the hype and pull back the curtain, so you have a
clear overview of all the risks before you commit your financial
well being to any asset protection strategy.
Gary K. Hager, CFP, Founder and President,
Integrated Wealth Management, Edison, New Jersey, a full service
wealth advisory firm, serves as the primary financial resource for
affluent families and closely-held business owners, providing state
of the art planning solutions which effectively integrate the disciplines
of Wealth Accumulation and Wealth Preservation. Contact: ghager@iwmco.com, 732-510-1611.
ETFs May Lure Investors Into a False Sense
of Security About Diversification.
ETFs offer investors many benefits, including
lower costs, diversification across a specific index, transparency
of holdings, and the ability to buy or sell an ETF throughout the
day. However, for investors who trade frequently, the transaction
costs associated with ETFs can negate the lower operating costs.
ETFs like other passively managed index portfolios,
can lure investors into a false sense of investment security. A broad
market ETF such as the SPDR (ticker SPY) does give index diversification,
but that investment does not directly address the far more important
decision about asset class allocation.
The decision of how to allocate money among stocks,
bonds and cash is the key issue an investor must make to reflect
their risk tolerance. No one investment is going to properly fill
that need. While relatively stable, ETFs are not set in stone. The
makeup of an ETF is adjusted at least annually based upon the makeup
of the underlying index. An ETF can become heavily weighted towards
one economic sector if that sector significantly outperforms the
overall market.
In the late 1990s, the technology sector doubled
its weighting in the S&P 500 to make up over one-third of the
index. This bulge in the index and the ETFs that track the S&P
500 had negative consequences for investors once the technology bubble
burst. With a heavy weighting to technology, an S&P 500 ETF suffered
greater losses than a more balanced account.
ETFs can enhance a portfolio with an appropriate
asset allocation, but ETFs should not be the only tool an investor
uses. Page Four
Donald L. McCoy, J.D., CMFC -- Planners
Financial Services, Inc., 952-835-9000. Minneapolis,
Minnesota. Registered investment adviser and subsidiary company Montgomery
Investment Management, specialize in the management of no-load mutual
fund portfolios for individuals and retirement plans designed to
protect capital by reducing risk. pfshim@usinternet.com.
PERSONAL FINANCE/RETIREMENT
Natural Gas Well Royalties Are An Opportunity,
Not just a Windfall.
Numerous North Dallas residents who own land
where natural gas wells are currently being drilled in the Barnett
Shale may want to look at their overall financial plan before spending
the royalties.
Any time a family has an unexpected increase in income, the tendency is to
look at it as a windfall. A more prudent route might be to assess your budget
and net worth now and look at where you want to be in five years.
There are several steps that can help you plan your use of the royalties:
- Address Needs and Set Goals. Almost always,
dedicating resources to pay off debt increases your net worth.
In addition, contributing the maximum amount possible to your retirement
plan allows you to follow a wise recommendation which is to "pay
yourself first," and in this case, secure your older years.
- Address Wants: Many families want to help
educate their children, buy a boat, or purchase a recreational
vehicle for trips. To carefully steward your new found royalties,
consider saving cash to use to make any impulse purchases. If you
have no cash, you do not make the purchase. This strategy makes
you think carefully about how your dollars are being spent.
- Establish an Investment Program: It is important
to know why you are investing. Equally important is to learn your
risk tolerance level. Too many people invest for the future, but
when investment returns are disappointing, they pull out of the
investment at a loss. Find a program that makes sense for the long
run and then diversify your investments. This includes:
-- Don't go for the next hot stock or new deal.
-- Stay away from out-of-the-ordinary investment offers.
-- Stick with index funds, exchange traded funds ( ETF's), and mutual funds
as your investment vehicles.
- Establish an Estate Plan: See an attorney
who specializes in estate planning, and if possible, someone with
experience in the complexities of valuing gas royalties at one's
death.. Your attorney will assess your options and encourage you
to take action steps to protect your assets. If you do not have
a will, you are in a dangerous situation. The State of Texas will
designate your beneficiaries unless you choose your own. Prepare
for a smooth transfer of assets to the beneficiaries of your choice.
- Unique Issues for large land owners: If you
own multiple acres and multiple wells, you may use the royalty
money to influence generations to come. Appropriate planning can
help you limit taxes and losses to your net worth when your assets
transfer to the next generation. Large land owners have a great
opportunity to value their gas assets and place them in trust prior
to drilling. Such a step can reduce the asset value and the tax
losses.
Remember, when you look at gas royalties as an
opportunity, not a windfall, you are taking a serious step to improving
your family's financial security going forward.
Grunden Financial Advisory, Inc., Denton,
TX, is a full service investment management and financial planning
firm specializing in offering financial strategies that support a
high net family's meaningful life and generational influence. Ricky
Grunden, CFP, 940.591.9007 or e-mail at rgrunden@grunden.com.
Important Documents You Need Immediately When
Your Loved One Becomes Seriously Ill or Dies.
The important papers you need immediately when
a loved one must seek long term care or dies are not, contrary to
what most personal finance writers suggest, wills and trusts. The
important documents are those that help you, as the care giver, do
the four following things:
- Protect the well being, provide care, and
insure dignity of the person who is in need. These documents include:
Power of Attorney to handle financial aspects of long term care,
Social Security Card,
Long Term Care Insurance Policy,
Health Care Proxy, specifying end-of-life care, and
Ethical Will
- Be certain of your loved one’s funeral
and burial wishes.
Organ Donation Intentions,
Cemetery Plot Papers,
Pre-paid Burial or Cremation Plans, and
Contact List for Funeral Announcement
- Transfer sources of cash flow income to the
surviving spouse.
Marriage Certificate to prove relationship to spouse who has died
- Transfer lump sum assets such as IRAs, and
proceeds from Life Insurance Policies
Updated beneficiary designations on major assets.
Wills and trusts are important, but are preceded
by a need for documents we don't think about often and whose absence
can create chaos and dramatically derail the emotional recovery period
after a loved one dies.
Mark Kaizerman, CPA, CFP, is the author of “Beneficiary
Directory: Your Personal System to Organize Your Important Documents
and Guide Your Beneficiaries. www.beneficiarydirectory.com,
a new book that offers a broadened concept of client fact-finding
during the initial discovery process, He can be reached at 508-647-0830
x 13, or for a copy of the book, contact the author at mark@beneficiarydirectory.com.
What Kind of ARM is Advisable in a Rising
Interest Rate Environment?
For homeowners and home buyers choosing adjustable
rate mortgages (ARMs) in today’s interest rate environment,
the type of ARM that is chosen can make a world of difference. Here
is a brief overview of the benefits and drawbacks of the most common
types of ARMs in today’s marketplace:
Interest Only LIBOR ARMs.
The payments and interest rates on these types of loans fluctuate
either monthly or every 6 months based on the London Interbank
Offered Rate (LIBOR) index. The LIBOR changes whenever the Fed
changes their Federal Funds Rate. LIBOR ARMs have been a great
strategy over the last several years as homeowners with LIBOR ARMs
have been paying ridiculously low monthly payments while their
interest rates have fluctuated between 2.5% and 3.5%. However,
as the Fed has begun increasing short term interest rates, the
interest rates on LIBOR ARMs have risen to the 4% – 4.5%
range. Therefore, this would probably be a good time for homeowners
with LIBOR ARMs to take their profits off the table and refinance
into a more stable strategy.
Page Six
Deferred Interest Option ARM, The
interest rates on these loans fluctuate monthly based on the 12 Month
Treasury Average, which is a 12 month rolling average of the yields
on one year US Treasury Securities, which is a more stable index
than the LIBOR index. The notable feature of these loans however
is the “deferred interest” feature. This allows the homeowner
to make minimum payments that are often not enough to cover the interest
that is due on the loan, resulting in deferred interest being added
to the mortgage balance. For example, assuming a 4.5% interest rate,
a homeowner with a $300,000 mortgage would have four payment options:
1. 15 year amortized payment @ $2,295 – the loan would be paid off in
15 years
2. 30 year amortized payment @ $1,520 – the loan would be paid off in
30 years
3. Interest Only payment @ $1,125 – the mortgage balance does not change
4. Deferred Interest payment @ $965 – the mortgage balance increases
slightly each month because the minimum payment is not enough to cover the
interest that is due on the loan
While these types of loans can be very dangerous
for undisciplined or over-leveraged homeowners, deferred interest
ARMs work very well for financially sophisticated clients who have
properties that are very likely to increase in value over the next
few years. This is because deferred interest Option ARMs enable homeowners
to allow their real estate to increase in value while they divert
their cash flow into more productive investments, resulting in greater
tax benefits and financial arbitrage opportunities.
Hybrid ARMs – 5, 7 or 10 yr ARMs,
With a hybrid ARM, the interest rate and the monthly payments remain
fixed and constant throughout the initial fixed period, often 5,
7 or 10 years. The monthly payments can be either interest only or
based on a 30 year amortization (as though you are paying the loan
off over 30 years), while the interest rate is only locked in for
the initial fixed period of 5, 7 or 10 years. The major advantage
to hybrid ARMs is the lower interest rate (and therefore the lower
monthly payment) when compared to a 30 yr fixed rate mortgage. In
today’s interest rate environment, hybrid ARMs can make the
most sense for many homeowners because they provide the comfort of
the interest rate being locked for 5, 7 or 10 years; at which time
most homeowners will be ready to move or refinance into a different
strategy.
Remember, according the Mortgage Bankers Association
(MBA), most Americans refinance every 4-5 years; and according to
the National Association of Realtors (NAR), most Americans move every
7 years. Therefore, homeowners would do well to evaluate their mortgage
options before arbitrarily jumping into a 15 or 30 year fixed rate
mortgage.
Gibran Nicholas is the President and founder
of Nicholas & Co. Mortgage Planning Solutions, a private mortgage
brokerage and mortgage planning firm that specializes in helping
affluent families manage the equity in their home, vacation homes
and investment properties to enhance wealth. Gibran has created the ARM
Planner education and marketing program to help loan originators
across the country integrate financial planning concepts into the
mortgage process. Gibran has also created Wealth Equity, a
7 hour DVD course for consumers. gibran@nicholascity.com,734-531-0180
PRACTICE MANAGEMENT
Investor Determination Drives Advisory Firm to Investigate
Tactical Asset Allocation.
Doug Blankenship, a CFP from Cambridge Legacy
Group (CLG) in Dallas, Texas was in for a surprise two years ago
when he met a prospective client, a former Delta pilot. The pilot,
we’ll call him John Jones, was not willing to diversify his
managed account portfolio away from PMFM, Inc., a Georgia financial
advisory firm whose tactical asset allocation investment philosophy
had protected his assets during the tech wreck and ensuing market
downturn from 2000 to 2003.
Blankenship and CLG had already begun to investigate
tactical asset allocation when it looked as if a secular bear market
was on the way in 2000. However, during the raging bull market of
the 90’s, there was not much information on this investment
style, as the performance of tactical asset allocation strategies
often lags major market indexes during upswings. PMFM generated positive
returns for John Jones’ account in all three years of the bear
market, ensuring his ability to retire on time, unlike many of his
colleagues who were not as fortunate.
Blankenship and his colleagues were not sure
they would be willing to take on a client who had all the earmarks
of a do-it-yourselfer. After all, CLG did not recommend that a client
have any more than 15% of a client’s net worth with any one
manager and this client wanted to leave about a third of his portfolio
with PMFM. But in deference to the prospective client’s need
for additional investment assistance and his unwillingness to diversify
the PMFM portion of his portfolio. Ben Carroll, president of CLG,
with Blankenship, began a comprehensive, year-long study of the company,
it’s principals, and its investment philosophy.
“We take product recommendations very seriously.
Our investment judgment is the basis of the trust our clients give
us. A client wedded to a previous investment decision is not new.
The tenacity of this client was unusual and we felt we should do
our homework to have confidence that we were giving our client the
best advice possible,” says Carroll.
What they discovered in PMFM, Inc., was a firm
whose approach to tactical asset allocation worked and whose performance,
in good and bad markets over eight years, was solid. It took Blankenship
and CLG about a year to implement their client’s full financial
plan. At that time, their investigation of PMFM had convinced them
that PMFM could make a compelling case for managing a significant
portion of a client’s assets as a core holding.
CLG met with PMFM principals and supported their
development of a Fund of Funds using primarily exchange traded funds
(ETFs), that could be available to all of their clients as a stable,
core portfolio holding. In effect, PMFM’s family of funds,
launched in 2002, can now bring individual clients of CLG the investment
management flexibility that makes hedge funds so popular with the
wealthy.
The PMFM family of three publicly traded mutual
funds now includes the PMFM Tactical Preservation Portfolio Trust,
the PMFM Managed Portfolio Trust, and the PMFM Tactical Opportunities
Portfolio Trust. These trusts are available to individual investors
and recommended by brokers like Blankenship and others at CLG, as
a core and conservative portion of individual portfolios. In the
Trusts, PMFM applies the same tactical asset allocation strategies
that distinguish their management style for separate account portfolios,
using ETFs as an integral part of their tactical asset allocation
strategy. The Trusts focus on concentration in asset classes that
are performing well, and avoid asset classes out of favor. The ETFs
make trading in and out of a sector seamless, convenient, and offers
liquidity that is simply not available in other vehicles like mutual
funds.
Mutual fund prospectuses literally tie the hands
of the fund portfolio manager who must limit investing to the asset
classes approved by the SEC when the fund was established. If
small cap is hot, but a value fund prospectus directs its managers
to stay in value, the value manager must adhere to the prospectus'
guidelines. Hedge fund managers have more flexibility but their funds
are available only to accredited investors ($250,000 annual
income or $1 million net worth excluding home and autos), and
the minimum investment can be $1 million or more. On the
other hand, an initial investment in PMFM's ETF portfolios can be
as little as $1000.
The PMFM family of funds brings the same kind
of flexibility allowed in most hedge funds right down to the individual
investor level. It doesn't matter which asset classes
are doing well - growth, value, large cap, or small cap - ETFs allow
the managers at PMFM to keep the portfolio concentrated in the asset
classes that are performing well, and avoid asset classes out of
favor.
Hedge funds usually charge 100 basis points plus
20% of all profits. For a 20% gain, a total of 500 basis points is
being paid to management. For the PMFM Trusts, the average investor
is paying expenses at about 180 basis points. No matter how well
PMFM Trusts perform, the expense ratio does not change. The structure
of the Trusts also requires adherence to strict SEC investment rules
that protect investors, while the hedge fund industry still successfully
skirts scrutiny by the regulatory bodies.
Blankenship says that when PMFM lags the market
during an upswing, it is far less of a problem for his clients than
when assets decline in a down market. “We are very careful
to explain how tactical asset allocation works when we recommend
PMFM to new clients,” he says.
Blankenship agrees that finding an investment
manager to recommend to clients through a prospective client is not
the usual path, but he is pleased that John Jones stuck to his guns
and that CLG now has access to a proven tactical asset allocation
investment management style through the PMFM family of funds.
Ben Carroll, President, and Doug Blankenship,
CFP, Cambridge Legacy Group, Dallas, Texas, doug@clgsite.com,
or (972) 267-818.
PMFM, Inc. manages $761 million as of December 31, 2004 for client in all 50
states. providing money management services for its own clients, as well as
for the clients of other asset managers. PMFM does not seek to beat the
markets, but rather seeks to add safety and reduce volatility in client accounts
through tactical asset allocation. Jud Doherty at jud.doherty@pmfm.com, 800-222-7636.
Brokerage Firms Continue to Improve Product
Offerings for the Ultra High Net Worth Client.
The top wirehouses continue to up the ante in
the quality of products and services they are willing to develop
and launch aimed at helping their brokers compete for the business
of the ultra high net worth clients (Ultras). This trend
is an obvious move on the part of the wirehouses to provide platforms
that support the needs of the most sought after clients -- those
who have $5 million or more in investable assets.
The advent of new wirehouse product platforms
combined with lucrative changes in payout programs, offer great opportunity
to brokers who focus primarily on meeting the financial needs of
Ultras. As the largest firms realize the holes in their
product and service platforms, they are working to compete by providing
Ultra services:
Full and Integrated Estate Planning Services
Ultra brokers must be able to muster a team of
capable and experienced professionals who can understand and solve
the issues around legacy planning, trusts, estate taxes, business
sales, business succession, risk management and insurance planning. Ultras
will need those services as a part of their package from the brokerage
firm to whom they trust their considerable assets. The team’s
accessibility and appearance with the broker from these ancillary
areas of the firm can help brokers close the sale with the Ultra
client.
Sophisticated Credit and Lending Services
In recognition of the fact that credit and lending
services are an important need for the Ultras, brokerage firms have
had to step up their platform in these areas and increase
broker compensation. Until recently, Merrill Lynch had the market cornered
on credit and lending, both with product and services and excellent broker
compensation. Brokers were being compensated for up to 100% of the fees generated
from commercial lending at Merrill. Wachovia Brokerage Services,
in contrast, had access to many of the same services available at Merrill through
Wachovia Bank, but the broker was not compensated for referring clients to
the correct mortgage and lending division who would make the sale. It
is clear that Merrill's competitors have hired the right people to put competitive
services in place and to change compensation structures to make it more palatable
for the brokers to sell them.
Alternative Investments
Ultras are likely to invest a portion of their
available assets in products that carry a higher risk. At some firms,
brokers in their retail divisions do not have access to these more
sophisticated products such as derivatives and collars. Does your firm offer
you access to these products? Ultra clients need brokers who are competent
to advise them in adding these investments to their portfolios.
Brokerage firms have made providing services
to the "ideal" Ultra clients a high priority. Brokers
who are interested in this market must evaluate carefully whether
their firms can support the demands Ultra clients place on brokers.
Mindy Diamond is President of Diamond
Consultants, Chester, New Jersey, a search firm specializing in recruiting
wirehouse and regional firm brokers with trailing 12-month's production
between $200,000 and $5 million. Her firm assists these financial consultants
in evaluating opportunities in the industry and introduces them to other wirehouses,
regional firms, banks, or independent broker-dealers. Mindy can be reached
at 908-879-1002, or mdiamond@diamondrecruiter.com.
Avoid Financial Planning Blunders with Your
Unmarried Clients.
Financial planning strategies for unmarried straight,
gay or lesbian couples are more complex than for married couples
with traditional legal protections. More than 1,000 laws applicable
to married couples are not available to singles. Non-traditional
couples must resort to contract law because they cannot rely on family
law.
Here is a list of issues where an advisor of
unmarried clients can prevent blunders and serve clients well, or
at worst, be open to charges of malpractice.
- Singles and unmarried couples must put the
following protections in place:
- Completed advance directive (living will and
medical power of attorney).
- Durable power of attorney for finances.
- Precise instructions for disposition of remains
spelled out in estate planning document.
- Powers of attorney should travel with clients
at all times (glove compartment, suitcase)
- An unmarried partner who is not on the home
title will need a renter’s policy to cover their contents
because they are not covered by the owners home owner’s policy.
- Rolling over non-IRA retirement accounts into
IRAs in order to get the stretch-out provisions.
- Setting up legal guardianship of children
in the event one or both partners die.
- Drafting estate planning documents to take
advantage of the estate tax exclusion in the estate of the first
to die.
- Agreement in place guiding a split between
a couple.
- Updated and appropriate designated beneficiaries
on all qualified retirement accounts.
Jill D. Hollander, Financial Connections,
Inc., 510-849-4667, jdhollander@financialconnections.com. Jill is
conference chair of the upcoming PridePlanners April, 2005 national
conference. See Below.
MEDIA ALERT: April 28-30, 2005, PridePlanners
Conference -- Navigating Through New Landscapes: "Financial Planning
for Nontraditional Clients in Changing Times, at the Wyndham
Palm Springs Hotel, California.
PridePlanners will hold its 2005 national conference
for financial advisors serving the unmarried singles, couples, gay
and lesbian markets. “Unmarrieds represent 42% of the workforce
and 40% of homebuyers. Financial advisors should to be up to date
on the strategies for serving this large market whose needs require
complex and rigorous legal and financial solutions,” says Jill
D. Hollander, Conference Chair.
For updates on Conference, or to register online,
go to http://www.prideplanners.com.
E-COMMERCE
Five Steps to Find Out Whether Your Competitors
Have Profitable Web Sites.
You can compare your competitors success at selling
products on active web sites using reasonable marketing channels
paying a cost per click (CPC) to your own site.
- Check out the Site
Check out the navigation and flavor of the content. Identify the
most desired response (MDR) – typically "buy our widget " and
make a guess at the average order profit (AOP). Identify the
secondary desired response (SDR), usually collection of email
addresses. Take written notes so you can revisit and learn
from their changes.
- View Source
On your competitor’s site home page go to the “View” menu
in the top tool bar and choose “page source.” A large
text mess will spit out html. The Meta data – page title,
description, and are important – they tell you what key words,
separated by commas, that the site owner thinks are important for
his business, and perhaps, for yours.
- Find “Links to” & other
general info
A fascinating search tool at search engine web sites is called "link".
For instance, if you go to Google and search for: "link:http://www.yourwebaddress.com",
you'll get a list of sites linking to your firm. Next stop – go
to Alexa and search for www.yourcompetitor.com – then click
to the see traffic details link. The number of links on MSN for
your site, a significant competitor's site, and one other competitive
site –gives you a good guess of your competitors' profitability.
- Check the Cost Per Click (CPC) Spending
At Overture.com, click on advertiser center and then the “view
bids” tool. Check the top bids (requests) for a half dozen
terms the competitive site is using, observe the top bids. Competitors
who spend on CPC and do not track can throw off your research.
The vast majority of the “overspenders” will only buy
visitors for a month or so.
- Do your Math
First thing we assume is conversion rate: if the site is lousy,
figure 0.25%, decent, figure 1%, amazing, figure 2.5%. Guess
at Average Order Profit – they sell jackets so they make
roughly $47 each time someone buys one. If it is taking 100 people
to get an order, at $0.41 per click, one jacket sale cost the
firm $41. Based on their CPC spend of $0.41 to attract visitors,
the site is averaging a 1% conversion. What if the conversion
was 2%? In that case it takes only 50 people to get the order – at
a cost of $20.50, so the profit is stronger. Evaluating competitors
is largely informed guesswork, but these basic observations about
which of your competitor's sites are making the grade and which
ones are not allows you to take action accordingly.
Ross and Amy Lasley, KISS Computing, Eastham,
Mass. 508-255-9550 x402, ross@kisscomputing.com, providing
full service web consulting on retainer.
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