Ep #15: Mid-Year State of the Nation by Track That Advisor

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Erica, thanks for jumping on the Advisors Summit. We're so excited to talk through some big picture items today with the mid year state of the nation that just was released. So again excited to talk about some of the big items, overarching themes and dive in with you.

Thanks, I'm excited to be here as always.

Always we force you, but that's okay. You're so good at it though. You're so good at it. So I feel like for anyone listening, Erica is so good at this, but.

Being up, I just do a Molly tells me to do guys. So there you go.

So let's dive in. What was your primary goal in creating this mid year state of the nation? We know that you've always done, you know, annual and aggregate studies and really launched that to the industry standards for FMOs, IMOs, RaaS. But what really was your goal in creating the mid year and what do you want advisors to take away from it?

Like you said, I have done annual for years and years and it's grown and as our clientele base has grown, the more I can include in it, which has been really cool and become really robust, but also with like kind of the same structure. We constantly reading questions from people that was in the middle of the year and it starts happening in like June or July, like is this normal? Are you seeing this too? You know what, what is happening this year? And I can speak to it a little bit because I'm coaching people day in and day out, but I never really had an actual aggregate massive statistical piece of information that I can tell people reliably what's going on. So I kind of just listened to our clients and to the nation. They were always asking me questions that was happening in the middle of the year. And I'm like, you know what, let's just do it. Let's just set up something to where I can do a poll for the mid year. So the whole reason that prompted this was to just like help our clients more and more answer the questions that they continue to send to us.

Yeah, I feel like too once the statistical information Mid year it allows advisors to pivot or to dial, turn the dial up on the marketing. So it gives them the freedom to know, hey, like I am doing what I'm supposed to be doing or this is not working. So let's pivot and decide something different mid year, which is long term going to really help their practices explode versus holding onto something that's not sustaining their office well.

Or like, totally your point. I've had people be like, well, I wish I would have known this last year. I mean I hear that all the time. I wish I would have known, you know, in July that this was happening. I'm like, yeah, I wish I would have known too. And the other thing too that of why I did it is mid year's when we, our annual and our mid year coaching is like the busiest time at track. That advisor because there's so many people wanting us to do data stories for them. And it was cool for me to get this done before that rush of people. So now I can say like, this is normal. Typically it'd be like, well, what I'm kind of seeing and all my coaching is this. So now it's fun because now when I'm doing little one on one coaching, I can tell them without a doubt you're following everybody else or, you know, not, this isn't happening to everybody else and this is why it's positive or this is why we need to maybe pivot in goals. So yeah, good point.

Yeah, I love that. What surprised you the most when comparing to 2025 or sorry, 2024 year to date results versus, you know, comparatively over the last year.

You know, dinner seminars are just changing their tune. And I for years have said like they're the most consistent funnel and they had been, but now they're just starting to be a little bit more volatile and like not as high on close rates and not as high on roi. And I didn't ever anticipate seeing that. It doesn't mean they don't work. So I'm gonna like shout that from the rooftop. But don't, don't stop doing your dinner seminars. There's certain things that are still really working for them, but we're going to have to change how we approach them. And I've never been one to shout that from the rooftops. I've always been like, stay consistent, stay consistent. And I'm now saying, okay, maybe it's time for us to change our approach and change how we're doing certain things. So that was the biggest surprise to me. And maybe it's because it's the first time I've ever done a mid year. Like I don't have mid year data to compare it to either. It might be that it was always like this mid year for dinner seminars, but I am just seeing enough of a shift to make a public announcement that it's a little bit time to like have, have a bit more of a conversation about them.

Yeah. When you talk about approaching them differently, are you talking about, you know, how they're getting people to RSVP differently or how the sales cycle is different or walk us through kind of the changes that you're potentially suggesting. Once we get more data to back.

Up the theory, we are seeing a lower conversion rate at the event itself. So people are showing up like the invites are working, people are interested and they want to go to the event. So it's not the front front end, it's like the mid front end. Right. So we end the workshop or we end the dinner seminar and ask for appointments. And that conversion rate is what we call it is lower than we've been, we've seen in many, many years. Like right now we're looking at, you know, 30ish percent. A couple years ago it was 35, but now we're in the low 30s. In 2024 it had raised to I think 40%. So it's, it's declining on the actual conversion rate of booking first meetings, which is making this cost per set appointment higher. So it's like automatically raising that data point which is in our top five things to look at. That's the first part. They're also the meetings themselves, people are not sticking. We have not had a problem with first meeting stick rates with dinner seminars. It hasn't been like a year over year. Like some advisors maybe struggle there, but it hasn't been like an aggregate national problem. And we're seeing it in first appointments and we're seeing it in second appointments. I've never seen it have a problem in a second meeting stick rate like the first time I've ever seen this. So they're acting different, they're not, they're not as sticky as before. There's a lot of reasons on why. So I'm going to give you my two cents on this. Like this is not statistically speaking. This is just from looking at data and watching the people and how they go. One, we have turned to a lot of automation and that's a cool thing in a lot of offices and I commend it. It can help save Time. But when. But we're removing the human element. And more and more we're seeing, even on social media of like the dangers of removing the human element. Yes, AI can do stuff. And yes, automation is great from, from an overall, like employee cost standpoint, but it's not great when you're just sending, you know, some automated or like, meet with me on calendly. Like those are not doing great for particularly this audience. So that's my first thing is, yes, automation is cool, but I think you should really focus. If your stick rate's dropping and you're doing stuff that's all automated, perhaps it's time to get a human element involved again. Not that people really want to hear that. The other thing is follow up and nurture people, aren't they? They haven't been trained to really follow up and nurture dinner seminar leads because they've kind of been quote unquote, easy leads. They've been proven strategy, they've been transactional. You get them on the books, you get them closed, we make the money that isn't happening anymore. And so we have to kind of go back and say, all right, how do we nurture them? Like the drip list people, how do we nurture them? Like the digital leads people? Like, we have to start treating them kind of like more of these long tail funnel than we ever had before. And people have to be receptive and ready to do that because we've never had to treat it in this way. So those are kind of my two ideas on maybe why and what we can do about it.

I think also you mentioned, like the conversion at the seminar, and I think what a lot of advisors missed when tracking that data is they thought they were potentially booking half of the room, but only maybe 30% of those people were actually getting on the calendar. And I think that that's a big difference there. So when we look at conversion rate, I want to make sure everyone understands, like track those that are actually getting on your calendar versus saying yes at the site seminar. That's a huge issue there. And we started tracking an attractive advisor. But I think it needs to be kind of a PSA as well, because it can be difficult for the advisor when they see 50% of the room raising the hands and then you go to your calendar and it's like, well, gosh, I only have, you know, 3 out of 10 versus 5 out of 10. And that's a big, A big piece there. When you talk about like nurturing leads and nurturing them similar to digital, because we Know with proven data, digital is not necessarily as sticky. They do take a little bit more comforting and nurturing. But how do you recommend that? Is it like doing more email campaigns? Is it more follow up calls? What are your nurturing tips and guides for people?

It's the relationship side. Like I again, if you think about it, relational versus transactional. Treat them like referrals, you know, or treat them and digital. We're having to start doing it like what are they interested in? What can we talk to them about? I know Snappy Kraken has a lot of like customized campaigns or they're getting even more so along that so that we can speak their language. And that's what I mean by, by nurturing more of really get to know them. Don't treat them as a transaction. People now have everything at their fingertips. Like they can go to any financial advisor, they can look up any financial advisor. They're not impressed with your certificates and like they're not impressed with whatever big items you want to throw out. Really what they care about is like do you see them? Do you see their need? Do you see what they're looking for in retirement? Which is interesting to me because it's like did they not care about that before? I mean this wasn't an issue before. So to me I'm like different people. Yeah. I think back in the day and I've been in the industry long enough to where it was like a guaranteed, you get X amount at the seminar, you get X amount who want an appointment, you close X amount. It was like a very formulaic marketing funnel, which I loved. And the demographic of people are just, they're changing, they're informed, they read, they, they are content heavy because that's the world that we live in. They have a lot of options and they know they have a lot of options. And so now it's going to be more that personalized piece of like hey, we talked about this. I know that this was a need for you talk me through that. You know, I felt like we solved that. Why didn't we solve that? Or you booked this meeting with us, why didn't you show up? Obviously doing it in a more finessed way. But I don't even know if people are trained like most offices aren't trained on how to save the second appointment stick rate because it's never been a problem. And so when these problems come up, it's like a whole new way to look at the sale sales process. So we're kind of rewriting that. And I'm going in all these mid years. So I'm trying to come up with some solutions to.

Yeah, and I think it's too, it's the unknown.

Right.

Like you mentioned, it's hard for people to keep those second appointments because they haven't been trained. They don't have the puzzle pieces or the tools to actually put in their tool belt to help with this. So I would just encourage two advisors and offices to talk to each other. Maybe if you have friends, like ask them, you know, what's your process, what's your system as well. There's tons people in this industry that have processes and systems down and take a class like don't be, don't bury your head in the sand like be proactive about it and say okay, now I know this is an issue. What am I going to do about it instead of just letting it lie and going by the wayside for sure. Yeah. So you also talked about in the mid year which I think that this is the most common question we probably get is what is the gap? And I feel like that is noted. It's getting bigger and bigger and maybe we should do an entire episode on the gap. But.

What is the gap?

Why should advisors care about it? What kind of marketing funnels are we most seeing the gap happen with? Kind of walk me through that big picture item and then we can kind of dive deeper into that.

Okay, if you're an advisor, you have to know your gap. So I'm going to explain it to you what it is and then we're going to talk about just the percentages and how to find it. And I will, I'll try to keep it relatively short. In short, the gap is the difference between the, the new business that you wrote this year. Don't care where it came from, don't care when you started with that lead, it ended up just coming in this year, written, paid, whatever versus the money that has come in from just 20, 25 campaigns. So there will be a gap there. That's where I get that. Like it's nothing fancy, it's not an acronym for anything. It's just there's a gap between everything that's come in starting in January that like either got issued or it's leads you were working on from last year versus what has come in from the people that we started meeting with in January from the marketing spend. This provides so much information and so much insight. Like I we have our TTA top five and I kind of want to change it to our DTA top six because this one is so pivotal, it's also growing, which, which is why we need to look at it. If you have a 30% gap or higher, you're considered having a high gap. What this means is you need to know how much of your business is coming from previous year's stuff. The more we're doing digital, the more we're doing webinars, the more we're doing nurture and drip list and all of that. People are taking longer to close. So you could be chasing half your leads for six months and you will write them right now. But that's not gonna, that's not gonna correlate with an ROI this year because we spent money on them last year. So sometimes what starts happening is people's ROI start dropping and they're like, oh gosh, we're not writing enough business or we're not doing well or we're doing poorly. If you have a high gap, you're doing just fine. It's just that your first year ROI is going to be low. This is why it matters, like being informed on what things mean and why they look that way. And if you have a lower Y and a high gap, you're fine. Like no problem. If you have a low gap, hello ROI there, we might have a problem. So 30% is considered high. Here's what's crazy. In 2024, at the end of the year we were sitting and I took like the top five sources. They typically have the highest gaps. I'm going to use those. What's included in there is digital radio, like Smart Asset, SmartVestor, Webinar and Drip list. So those typically have the higher gaps. So between those, the average was a 32%. So it was about regular 30. Right now in 2025 at mid year, the top five, the same ones are 55%.

So indicating people are taking longer to close that. It's not necessarily wasted money on marketing efforts. It's just you're going to get that payout later.

Yeah.

So it's patience and ensuring your pockets are deep enough to hold out until that time comes.

Yes. And keeping in mind the beginning of the year will always have a higher gap. And as the year progresses, your gap is going to get lower because you can we catch up. Right. Like, right, right. You can write someone that you met in January, in October, that's a 10 month long period to get them. But we had the whole year to do it. So gap will start high. I anticipate that 55 will probably, probably drop by the end of the year. But regardless, that's a good stat for people to know, go figure out your gap because if it's above 30, you have a high gap and you don't have to necessarily worry about for sure ROI as much, but it's also growing. So the more of those, those types of funnels you're doing, that's the expectation. Setting the right expectation.

Yeah, I feel like too year over year, as your gap kind of catches up, so to speak, that will then fund for, for the next year's account. You know, like if you do it from last year, it's going to come in this year, give you an ROI now to fund your current efforts in the next year. So, so yeah, yeah, I think patience is a big one. Patience. And I, I'm not surprised. Digital, I mean I understand those leads more. But why do you think radio has such a big gap? Because I feel like radio is a very like authority builder marketing piece. Like if you're on radio, it's like, okay, you're doing the big thing, you know, Radio and TV I would say are the most expensive, expensive or more kind of higher marketing funnel type deals. But why do you think radio has such a high gap? Is it really because they just behave differently that they're like slower?

They used to like way back in the day when radio first started. When I first started in the industry, people would get a ton of leads over the weekend. We still have some clients that do. I literally am prepping a mid year right now and he gets 10 to 15 leads a week from radio, which is not normal. So I want to say that he's incredible, but he's a unicorn. So what has happened over the past 10, 15, 20 years is that it's less and less call to action. We can do call to action, but it doesn't really work. It is people who listen for a long time, they have it on, they hear the commercials. They're not calling right now, but the second they're thinking of retiring, you've already been in their head for the year. So what happens is we don't have as much lead volume. So our cost per set appointment is going up for radio, but when the leads come in, they close like a referral. So we don't need as many to have like a fine cost per client because we close them at a really, really high rate. So yes, it is authoritative for sure, but it is much more of a long term plan. It is not transactional. We're not going to get X amount of leads from it each week unless you're the one advisor that we have. And so you have to, to your point, fund the gap. You have to know that you're going to have a probably pretty low roi, if not even in the red for the current year stuff. But all those people are going to eventually come to you later. And so they just kind of go up and down, which is why we need to know gap. And also last point, which is also why ROI isn't even in our top five things. And I say that all the time because it's, it's not like the best indicator on how things are doing or how healthy they are.

So yeah, I mean we even saw that in some of the funnels that we looked at for mid year, the ROI was like $1.02 after per $1 spent. So it was a very minimal ROI. But others hit nearly two times, you know, their ROI. So how should advisors interpret and act on those numbers? We know it's not necessarily in the top five. Do you want to kind of walk through those top five things to talk and look at before looking at your roi? Because I think a lot of advisors immediately go to profit, immediately go to roi. And it's like there's five steps before that that you should even consider looking at. So maybe kind of hit high level. Just why ROI is not necessarily the most important stat to look at.

Yeah, the first of all, most of you aren't doing it the same for everything. And so it's not even correct. Like when we look at people's profit or how you guys are assuming it, you do it one way for one source and one way for another source and this office differs from the other one. And so one right there, you can't hold any sort of national standard or national benchmark because everyone's doing it different. That's the first thing. Second thing is it is kind of like the Z of an equation. Like it, you have A plus B plus C plus D. I guess it's E equals E and it's the E. And so yes, it can, It's a lagging indicator. Right. So we have leading indicators, we have lagging indicators. It's a lagging indicator. So we can see it and be like, oh man, that's high or that's low. But if you don't have any other information, you have no clue where to fix. It doesn't mean you just need more leads. It doesn't mean you just need to spend more money. It doesn't mean you need to stop spending money. That's why, like that's why to me it is such a. I hike a lot and a lot of our tech advisor stuff is correlated that. But to me, I call it a false summit. Like if anyone's hiked before you can reach the summit and you think you're there, but you're not and that's what ROI is. I just. And pretty anti leading with that now. It can come into play with a lot of other things. I'm not anti having it or knowing what your ROI is, but I, I'm pretty heavily against using that in planning or strategic moves.

Yeah, it makes sense, right? Like it's like ROI is again the end result. It's. There's so much to go through before even getting there. So it's like pay attention to your stick rate, pay attention to your close rate, pay attention to your average key size, your number of pending leads is huge and your cost per client. I feel like those are kind of the five that you want to look at really heavily before even beginning to look at roi. So I think it's also free. And especially I know in the first quarter most advisors don't see a positive roi and that can be really difficult because it is a little bit of a longer sales cycle for people to get through. So I think it's just, again, like you said, it's a false summit, which every time I hack, I'm pretty sure I reached the false summit. So I'm like, we're there.

I know. Well, and let me give you one more analogy.

It's also hiking, but it's also.

But it's good. And so I don't want to waste this opportunity when, when we talk about hiking or, you know, somebody who summited a mountain. Right. And you want to do that and you want to summit the mountain. You. You're not going to ask them like, what was the summit like in order for you to go summit the mountain? I'm not going to talk to you about like your experience on the top media. I will, but not for long. I'm going to ask you, like, how did you train?

What did you pack?

What was your strategy? How did you get to the top? So that's what I think of. It's like the ROI is like someone summoning the mountain. Good for you. That's awesome. But if I want to get there, I'm not going to ask you about the view from the top. I'm going to ask you how you made it there. So think of it that way. There's my other analogy.

Yeah, I love that. That was so important. I love that. Yes, we want to get to the top, not just hear about the top, you know, and I think that's hard too. A lot of advisors, I hope they find freedom in this Also, like, just because someone does it one way doesn't necessarily mean it's going to work for you either. So, yes, you can maybe have all of the right things and all of the right, you know, advice, but you also have to take your own spin on it too and make it personal because people can sense and recognize this genuine or unauthentic practices or kind of if you're, you know, if maybe one person's really charismatic and that's just not you people are going to sense that. So take it with a grain of salt. I don't think we should reinvent the real by any means. The wheel by any means. I think there's so many great courses also out there that really teach you how to do that and how to be a good advisor. So that always put your own spin on it. I think it's really important.

Agreed.

Also. Okay, so kind of last couple of questions. With marketing performance shifting, what types of pivots should advisors be making now to kind of maximize the second half of this year? I mean, I can't believe it's already July, but what are kind of the things that based on what you saw from a statistics standpoint, you know, we talked about a little bit about the dinner seminar side, nurturing the leads, like really diving into that more like a drip list campaign style. But is there anything else big picture that you saw that really would help advisors throughout the second half of the year?

Piggybacking off of your point of like, do you. I'm just such an advocate of. I'm going to show you what the nation is doing. But you have your own process in your office and you have your own goals in your office. And it might be that you do. You know, almost all your sources are gap sources. Therefore, you need to prep for a dollar ROI, not a 250, which is our benchmark. Right. That, that's us including like referrals and dinner seminars, hopefully if they continue to catch up and workshops and all of that stuff. And so from the pivot standpoint, my suggestion is get your top five things. If you don't know what they are, we have tons of literature on it, but that would be the first place to start. If you don't know your top five, start there, then look at the national benchmarks and see where you line up. And do you need to pivot expectations. If you want to pivot your entire marketing strategy and funnel and all that mid year, like, go for it. That's great. Cool. What I typically see is when people make panic moves like that, we overcompensate. And this just happened with somebody. I did a coaching call in Q1. They were having a slow quarter. He was frustrated with the amount of leads that they closed. And so he jumped all the way back into production, took leads away from his advisors and now, yes, they've written more business. But he's exhausted because he wouldn't like, like kind of panic. Yeah. Made a panic decision because they weren't closing as many leads and didn't want to be patient enough to watch the data or work with the advisor. So he just jumped in and now he's regretting that. So don't make a panic decision. Just use numbers. They help with logic. We are emotional creatures. We will probably still make an emotional decision because that's just what we are. But numbers do help. So get your top five, figure out your gap, look at where the benchmarks and what the nation is saying. Kind of evaluate where you sit. And then I would also just reverse engineer the year if you haven't done that. Like, if you're not doing that for annual planning in the beginning of the year, see if you're on track to hit your goals for the end of the year. And if you're not, that's when you can pivot. You can change a lot of things. Like there are things that are within your control, but even average case size. And I know people say that that's not out of their control, but that's not true. You can look at what source has the highest average case size and double down on that. So source or work those leads a little bit more or go back to the drip. If we can't spend any more money because our ROI is terrible and we have a low gap, again, that comes into play there, then maybe we need to work on nurture drip lists. Like, I don't think you need to reinvent the wheel for yourself. I don't think you need to do all the things to pivot, but I certainly think you should know where you sit and know where the nation sits and pivot on maybe two or three points that are the easiest to control, manipulate. For sure.

Yeah, I like that you said just two or three things. Again, I feel like panic or just big decision making when it's not necessarily data backed is really difficult. And I think it's also Difficult for your team as a whole. You know, one day you're walking into the office with this game plan that everyone's been aligned with and then the next day you're changing it and it's like, well, gosh, did the team get input in that? Is it data driven? If it is, awesome, full blessing there. But like actually take time to really show the team this is why we're doing this, to make XYZ impact. I think having that communication is massive. And two to three things, I think it's just important to dive in where you can control and not necessarily all of the things, as we always say. All the things, all the things. So I think that's, that's awesome and I think it's important just to have freedom in that. I think you're, you're saying benchmarking is a tool, not a rule. Also kind of comes into play here and it's, it's like, gosh, yes, just because again, one advisor is doing it doesn't necessarily mean that you should be like, let's take a look at it. Maybe your cycle is longer. We've met with a client and they do 12 to 13 meetings. Okay, well they're, you know, there are days between the prospect showing up and the prospect closing is going to be a lot different than somebody, you know, who does three meetings. So it's like it really, you have to dive into what works for you. So kind of, as we wrap up here, any, you know, big picture items that you want to talk about from the mid year review, anything you want to leave advisors with advice that you know are based on stats, anything of that nature?

Good question. You kind of hit it on the head. And I've, and I've mentioned it too. And it's kind of one of the biggest things I'm trying to get out there to everyone is knowing your numbers is part of it. I think everyone's jumping on that bandwagon of like, okay, track or get reports or do whatever. But the whole point of even these studies or what I do and what I'm so passionate about is, is to create change. Like people need to not just get your number or just get our data, but there should be movement, right? And sometimes people read these are like, oh, that's good information to know, I wish I knew or whatever. And then they don't. And you might be really behind. You might not even know what the top five things are or where to find them. Work on one, work on figuring out your stick rate. Just that looking at it by marketing funnel, looking at it by Advisor, I just see more and more this, the preaching of everyone to like, get the data, get the data, get the data. And everyone's putting data in somewhere and they're doing a poor job of getting it out. And then if they can get it out, they're doing a poor job of using it to make change. And what I do would be totally useless if people weren't using it to make change. And obvious there's, there's a need. We're obviously solving a problem for a lot of people because we're growing. But I also will say just start somewhere. Like just, just start on one thing. Don't feel like you have to eat the whole elephant. Data can feel really overwhelming. Especially we don't, you know, know what it means or have the definitions or can't get it out of, out of your own system. So there's lots of platforms out there that are helping with it. Lots of people are helping with reporting now. Track that. Advisor is just one of them. But what I will say is like, get the data not only but that, that's like point one and then do something with it. So that's kind of my biggest takeaway.

Yeah, I think that's huge. Again, I also feel like it's so similar to like training for a marathon or like trying to get healthy and eat right. It's like great you can know all of this knowledge but unless you put it into practice, you are A not going to lose weight or B, not going to be able to run the distance you want to run if you're not training and not putting into practice. And that's massive. And I will say, like, I think I mean massive, shout to Traffic Advisor and the team. Mostly because I'm talking about that. But we have so many resources also for free for those of you that are like, gosh, I'm a small office, I can't necessarily pay, you know, a subscription fee. Like just reach out to helloracketadvisor.com and we have a leads tracker for you so you can start to learn your sick rate. We have a reverse engineering marketing tool so you can kind of start to back, you know, track and say, hey, this is where I want to be by the end of the year. Am I on track for that with my current marketing methods and do I need to pivot and change?

We have a benchmarking guide too that they could get which talks about all the benchmarks and I think we have a top five things piece of literature as well. I mean, yeah, to your point, we have so much stuff for people because they're so passionate about it. So use it.

Yeah. So I'll link a lot, a couple of things also in the show notes just for people that want to either see the mid year, the mid year state of the nation, we have the full webinar, all of that as well as kind of the PDF too.

So.

And we also have, we're coming out with a data storytelling course as well. So if you are someone that's like, gosh, I know my numbers, but I need to really learn how to use them and how to help my advisor understand them to make big decisions and moves, we're launching that as well. So if you're not interested, email a hello at Traffic Advice.

Yeah, and I will say on there from all the beta testers that we've had through, through the groups we've had where it's been like the advisor and one of their someone from leadership or we've had just someone on the leadership team. So it doesn't have to be the owner, it's anyone in your office like helping make decisions or you as the advisor, feel like I just need someone to tell me what this means. Whoever that person is is the one taking the course. So we do have a wait list going. So the next one's launching in the fall, but it's been a pretty tremendous offering as well.

Yeah, it's been awesome. I love seeing people just feel so empowered. It's like I now know how to translate this data to understanding, to be, to make decisions. Because I mean, back to your point, it's, you have to use it for change. You cannot just use it to look at it and be like, well, now I know you know, it's a really change driver there. So.

Well, and it's cool too because they have boots on the ground. So I mean the final project of the course is is them creating their own data story, like a major or your annual. And I'll see them and they'll have all these insights. And I'm like, oh man, I would like, I wouldn't have had that insight because you know about this one lead that's, that's supposed to be closing soon or whatever it is. And it is, it's so fun to watch them. And I'm like, you have, you have words. Nice that I did. So it is, it's very fun, empowering.

I love your passion. So Erica, thanks for walking us through kind of the mid year state of the nation. Like I mentioned, we'll definitely link it in the show notes as well as the full webinar to it. If anyone's interested more in numbers or reach out to hello attracted advisor.com and we can help with some sort of some something of the sort if you're interested in tracking. So thanks, Erica.

Thanks for having me.