In this episode of Beyond The IMO, Justin sits down with fellow advisor, friend, and marketing expert Colin Overweg to discuss one of the most important lessons in marketing: the grass is greener where you water it.

Colin built his business by consistently creating valuable content on TikTok, not LinkedIn, YouTube, or Instagram. Through that process, he developed a steady stream of referral business and learned firsthand what it takes to stand out in a crowded marketplace.

The conversation explores the power of consistency, frequency, and focusing on the platforms and strategies you choose rather than constantly chasing the next opportunity. Justin also shares two of the biggest lessons Colin has taught him over the years: the grass is greener where you water it, and perfect is the enemy of good.

If you've ever wondered why some advisors are generating leads through social media while others aren't, this episode will challenge the way you think about marketing and growth.

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Guests and companies featured on Beyond The IMO are selected based on relevance and value to independent advisors. Neither Justin nor Beyond The IMO receive compensation, referral fees, or incentives tied to who appears on the show.

In this episode of Beyond The IMO, Justin Woodbury sits down with Jim Fisher to talk about a highly debated marketing topic in the financial industry: online leads and virtual selling.

According to the Financial Planning Association, 65.5% of clients said virtual financial planning meetings can be just as productive as in person meetings. Yet many advisors who have never closed even one lead virtually have concluded that online leads suck.

Justin and Jim break down why that happens. Justin shares that while some online lead programs create a bad experience by sending the same lead to multiple advisors, especially when the person never intentionally requested calls from several different advisors, many times the leads only “suck” because advisors are trying to sell them the same way they would a seminar, workshop, or radio lead where trust and credibility have already been established.

Jim shares how JuceBox approaches virtual selling differently by providing exclusive online leads to advisors along with hands on required training from fellow advisors who are consistently closing massive amounts of business using the same methods they teach. The conversation highlights why training, process, and expectations matter if advisors want to thrive in the virtual space.

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Guests and companies featured on Beyond The IMO are selected based on relevance and value to independent advisors. Neither Justin nor Beyond The IMO receive compensation, referral fees, or incentives tied to who appears on the show.

The research is clear: $124 trillion is in motion thanks to the great wealth transfer. Half of that is owned by HNW households, and most existing estate plans are now out of date thanks to three major rule changes in six years.

Demand for qualified estate planning is outrunning supply. Spectrem Group and EY's Global Wealth Research Report have found that estate planning consistently ranks in the top 3 services high net worth investors say they want from their primary advisor, yet a majority report their advisor has never delivered a substantive estate planning conversation.

The advisors who build estate planning into the center of their practice over the next decade won't just retain clients through the great wealth transfer. They'll capture the assets the passive advisors lose. It is, by every credible measure, an unprecedented opportunity.

This episode is part two of a three-part series highlighting vendors that provide what Justin defines as turnkey services, where from the time an advisor signs up to delivery, everything is provided to set them up for success.

In this conversation, Justin sits down with Carter Wilcoxson, founder of Epic Services, and Epic's CMO, Rosalie Perkins. Epic has an excellent estate planning program that fills the gap between demand and delivery, and for advisors, that means opportunity to serve more clients.

The word “turnkey” is one of the most overused and misunderstood terms in the financial services industry. It’s often marketed as a way for advisors to generate results with little to no effort, but in reality, every marketing program requires someone to show up, do the work, and consistently engage in the process of generating, nurturing, and closing leads.

In this episode, Justin Woodbury challenges that misconception and introduces a different perspective. While no system eliminates the need for advisor involvement, there are companies that manage the entire process from the moment an advisor commits through the delivery of the service, allowing advisors to focus on what they do best.

This episode is the first in a three part series featuring conversations with CEOs of companies that operate this way. Justin sits down with Chris Kowalik, founder of ProFeds, a company that connects federal employees with qualified financial advisors. With a background as an Arabic linguist and signals intelligence analyst in the Marine Corps, Chris brings a high level of structure, discipline, and intentionality to her business.

The conversation highlights what makes ProFeds unique, including Chris’s commitment to protecting her team, carefully selecting the advisors she works with, and prioritizing the needs of federal employees.

Justin also shares insights from auditing many of the major IMOs, pointing out that while most offer similar services, there are a select few that operate differently. These organizations may not be heavily marketed or follow the traditional IMO model, but instead allow advisors to choose their own vendors and marketing strategies while investing back into the advisor, in some cases covering the entire marketing budget.

This episode sets the stage for a deeper look at alternative models that are helping advisors grow in a more flexible and strategic way.

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Guests and companies featured on Beyond The IMO are selected based on relevance and value to independent advisors. Neither Justin nor Beyond The IMO receive compensation, referral fees, or incentives tied to who appears on the show.

Sheryl J. Moore is known as the foremost expert on annuities and life insurance, and she graciously allows Justin to ask anything about annuities and the insurance industry overall. The conversation includes controversial topics, which she embraces and answers with kindness, balance, and unparalleled knowledge of the industry.

If you haven’t already, be sure to check out Sheryl’s company, Wink Intel, and her platform, Wink’s Annuity Specs. It’s an incredible tool that should be in every advisor’s tool belt. There’s no other software out there like Annuity Specs. It’s in a class all its own.

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Guests and companies featured on Beyond The IMO are selected based on relevance and value to independent advisors. Neither Justin nor Beyond The IMO receive compensation, referral fees, or incentives tied to who appears on the show.

Experts have been predicting the end of radio since the 1950s, when TV was introduced. Yet radio continues to dominate traditional media, especially among the audiences financial advisors are trying to reach.

A 2026 Nielsen report shows that 97% of Gen X, ages 45 to 60, are consistent daily radio listeners, while baby boomers spend the most time listening each week. For advisors, that means their ideal clients are still tuned in.

In this episode, Justin sits down with Peter J. D'Arruda, also known as Coach Pete, to talk about the real opportunity behind radio and the risk most advisors do not think about.

Many IMOs offer radio and traditional media support. But when advisors leave, they often lose everything. Scripts, hosts, airtime, and even their spot, which can quickly be replaced by a competitor.

Coach Pete took a different path. He built his own radio and TV studio to maintain control, protect his independence, and create flexibility in who he partners with.

In this conversation, Justin and Coach Pete break down what radio looks like today, why it still works, and how advisors can take back control of their marketing without being tied to a single organization.

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Guests and companies featured on Beyond The IMO are selected based on relevance and value to independent advisors. Neither Justin nor Beyond The IMO receive compensation, referral fees, or incentives tied to who appears on the show.

Daniel Webster said, “If all my talents and powers were to be taken from me by some inscrutable Providence, and I had my choice of keeping but one, I would unhesitatingly ask to be allowed to keep the power of speaking, for through it I would quickly recover all the rest”

Our voice is one of the only truly unique parts of our brand. Logos, websites, and colors can all blend together, but our voice is ours alone. If you use AI to replace your voice, whether spoken or written, you are diluting the one part of your brand that is truly unique to you.

Finding the right balance between leveraging AI without diluting your brand can be a challenge. That’s exactly what I discuss with Sam DeLeo, an expert content writer who has composed and published thousands of pieces of content in the financial industry long before AI was widely used, and who now uses AI in a way that doesn’t dilute the brand.

Sam can be reached via LinkedIn at https://www.linkedin.com/in/sam-deleo/ or e-mail: sam.deleo@gmail.com

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Guests and companies featured on Beyond The IMO are selected based on relevance and value to independent advisors. Neither Justin nor Beyond The IMO receive compensation, referral fees, or incentives tied to who appears on the show.

Annuities have existed in various forms for centuries and have evolved significantly in modern retirement planning. Yet like any financial tool, they operate within an industry where incentives matter. As a result, some retirees have been placed into products that were not appropriate for their situation, while others may have avoided annuities based on misunderstanding or misinformation.

In this episode of Beyond The IMO, four respected professionals with differing perspectives come together to examine a central question: Do annuities belong in modern retirement planning?

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Guests and companies featured on Beyond The IMO are selected based on relevance and value to independent advisors. Neither Justin nor Beyond The IMO receive compensation, referral fees, or incentives tied to who appears on the show.