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Portal Conductor, Columnist: Rebecca Hourihan

Rebecca Hourihan, AIF, PPC, is principal of 401(k) Marketing, which she founded to assist qualified experts operate a professional business with professional marketing materials and ongoing awareness campaigns. Previously she served as LPL Financial’s East Region Manager for four years, where she consulted large institutional retirement plan offices on business development, client acquisition and prudent plan governance. With more than 10 years’ experience, Rebecca has quickly become known as a recognized authority on marketing within the qualified plan industry.



Article Index

By Rebecca Hourihan 8/16/2018
Why would any business ever want to differentiate? Why would any professional want to be known for something unique? That seems like a terrible idea; wouldn’t it be much better to do everything, like a true one-stop shop? Just imagine a restaurant that changes tires and updates resumes! Sounds... READ MORE
By Rebecca Hourihan 8/2/2018
Lawsuits to the left, regulations to the right, tax reform straight ahead — these days it seems like no matter which way you look, the retirement plan industry is in trouble. The sky is falling; panic is in the air. Throw your hands up; get out while you still can.Wait, where have we seen all this... READ MORE
By Rebecca Hourihan 5/24/2018
To help you prepare for the rest of the year, we’ve created a marketing quiz: six questions to test your marketing IQ. As always, the goal of your marketing efforts is to help you “own your yard” and become known as a “go-to” retirement plan expert! Once you complete the quiz, we’ll share pro tips... READ MORE
By Rebecca Hourihan 3/21/2018
There is no hiding that we operate in a heavily regulated industry, and a large part of the job is networking. How do the new tax reform legislation (the Tax Cuts and Jobs Act, or TJCA) and the so-called Conflict of Interest Rule (CofI), a.k.a. the fiduciary rule, impact your business with regard... READ MORE
By Rebecca Hourihan 3/1/2018
The more places a plan sponsor can find you, meet you, and get to know you, the more “at bats” your firm will receive.A few days ago, a team member shared a story about a recent advisor phone call. She said the advisor had questions about cold calling and its effectiveness. The team member replied... READ MORE
By Rebecca Hourihan 2/15/2018
Did you know that plan sponsors are personally solicited for plan business four times a year on average?Your rivals are meeting with your plan sponsor clients, demonstrating expertise through blog articles, educating on social media and gaining more and more local market share. Each day that your... READ MORE
By Rebecca Hourihan 12/28/2017
At a recent conference, I had the rare moment to go outside and walk around the city – when I noticed something odd.As I strolled through the streets, being the marketing enthusiast that I am, I couldn’t help but notice the awesome detail of each local establishment’s signage. This hip area of town... READ MORE
By Rebecca Hourihan 11/20/2017
About six months ago, I decided to put my rental condo up for sale. However, after too many lowball offers and back-and-forth negotiations, I got frustrated and took it off the market. To add to the annoyance, as an unintended consequence, my name and contact information became publically available... READ MORE
By Rebecca Hourihan 10/19/2017
Did you know that Missy Schoedel is a competitive power lifter? She held two state records and competed at Worlds last year in Las Vegas. However, if you meet her at a 401(k) conference, you could never tell by merely looking at her.It’s the commitments of our life that make us unique – the little... READ MORE
By Rebecca Hourihan 10/4/2017
Think of all the articles that have been published this year. What do you think are the top-trending retirement plan words?This is important for retirement plan advisors to know about because plan sponsors are searching the internet for these specific words. By updating your website with key search... READ MORE
By Rebecca Hourihan 9/28/2017
Wherever and whenever your clients, prospects and centers of influence are seeking retirement plan related information, you are there. That’s 360 degrees of you.Here are the four tips on becoming the authority in your area as the retirement plan expert.Ace the Digital Interview Have you heard of “... READ MORE
By Rebecca Hourihan 9/14/2017
Your website, or as we also call it, your “digital storefront,” is the first place most people visit when looking for information about you. Let’s make it HGTV-worthy!Here’s three easily implemented ideas.Cover the Whole ScreenThe most common computer screens are between 20 to 24 inches. Take a... READ MORE
By Rebecca Hourihan 9/6/2017
“I love when all of a company’s marketing looks different,” said no consumer ever.A couple of weeks ago, we met with a retirement plan advisory office and they were walking us through their existing material materials. They showed us their green business cards, purple pitchdeck, and blue-green... READ MORE
By Rebecca Hourihan 8/24/2017
As throwbacks are becoming the new norm, I was thinking about “traditional marketing” and if there might be a new place for some throwback ideas.This year has been a wedding season to remember, with many of my friends officially tying the knot! At the receptions, each DJ played their fair share of... READ MORE
By Rebecca Hourihan 7/21/2017
What can you do today to create a process that promotes your retirement plan expertise?We are a marketing firm, so when we have the “Does marketing work?” conversation with potential clients, it naturally inspires an answer to the effect of, “Of course!” We have heard the full range of reasons... READ MORE
By Rebecca Hourihan 7/13/2017
It’s not a secret. The retirement plan business is relationship-based. Most of us have said this before and intrinsically, we understand; however, let’s find out what the data says. In a recent survey, Fidelity found that plan sponsor introductions came from these primary sources: Business... READ MORE
By Rebecca Hourihan 7/5/2017
Okay, you just got a referral. What is the first thing you do? I bet you Google them, right? Well, guess what? These prospects are going to Google you, too!Let’s take a digital journey and find out what the wide-open internet says about you.First things first, you need to sign out of your search... READ MORE
By Rebecca Hourihan 6/28/2017
A brand is the feeling and sensations that your clients, prospects and centers of influence experience when they work with you. It’s the feelings and sensations.Every touchpoint from your website, handshake, voicemail, email signature, brochures, social media posts, blog articles, business cards... READ MORE
By Rebecca Hourihan 6/15/2017
What type of car do you drive? Is it a Nissan Versa?[1. Car and Driver magazine named the Nissan Versa 2017's Cheapest Car.] If it’s not a Versa, then you appreciate value. You could have purchased any car, from the top of the line to the least expensive, and you chose [insert your car type].Well,... READ MORE
By Rebecca Hourihan 6/1/2017
Marketing is the lifeblood of a business. It’s the voice that promotes you, your company, and your offering.Yes, marketing is the key to your success, but the marketing that worked yesterday might not work today, much less tomorrow. Thus, it is crucial that you are informed, up to date, and aware... READ MORE

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