050: Hilary Hendershott on Her Profit Boss Podcast Generating $37M of New Assets & the Power of Marketing to a Niche

050: Hilary Hendershott on Her Profit Boss Podcast Generating $37M of New Assets & the Power of Marketing to a Niche

In today’s conversation, I’m thrilled to speak with Hilary Hendershott, founder of Hendershott Wealth Management. She’s also the host of the Profit Boss Podcast, which has become her primary source for acquiring new clients. In fact, it’s worked so well, that she’s generated over $37M of new assets in the last 10 months!

She receives an average of 1 lead via her website per day, and is currently seeing 1 high net-worth lead – which she defines as $500,000 or more of investable assets – come in every 6-7 days, almost all of which reach out to her via her website after listening in to her weekly podcast.

In an Elite Advisor Blueprint first, Hilary actually reached out to me after hearing one of my episodes to say, “Hey, I think I can add to this conversation.” She also just passed me up on iTunes, so I knew I needed to get her onto the podcast to share all her secrets.

So, if you want to know how podcasting can create authority, help develop trust, and connect you with people who would NEVER show up to a seminar – this episode is a must-listen.


Here are a just a handful of the things that you’ll learn:
  • [08:04] Hear how Hilary got into the business after racking up tens of thousands of dollars in credit card debt while in college and finally deciding she needed to make a lifestyle change.
  • [12:25] Gender stereotypes in the financial services industry and the skillset behind why so many female advisors are outpacing men when it comes to year over year revenue growth.
  • [18:52] How Hilary stumbled into podcasting and how it has allowed her to differentiate herself from her competitors and build her brand.
  • [30:47] Hilary and I unpack how her podcast helps her land clients and how her marketing techniques and strategies have evolved and grown over time, as well as how she plans to continue to develop the podcast into the future.
  • [39:50] We then get into the logistics of releasing a podcast, including some early mistakes Hilary made along the way as she launched and set up her very first podcast. Even better, we discuss why you don’t need to know ANYTHING even slightly technical to crank out podcast episodes if you have the right team.
  • [55:33] And we saved the best for last… as we get into the specifics on exactly how Hilary makes her podcast marketing funnel work. From her automated website inquiries, to virtual appointments, her scheduling software, all the way to moving assets. She lays out her full process for those advisors out there looking to dive into podcasting.

And one more added bonus before you go! I’ve also put something special together for you Blueprint listenersl. If you want to find out how Advisors Excel’s #1 office 10X’d growth from $30M to $300M of annual assets gathered in less than 10 years, we’re going to share exactly how they did it. Visit BradleyJohnson.com/thecatalyst.



  • [11:08] How Hilary learned that financial advising is all about her client’s lives – and the surprising story behind how she landed her first client.
  • [12:42] What Hilary thinks about as she presents her value proposition – and how she built an advisory firm designed especially for women and couples.
  • [20:00] Why Hilary perceives wealth building as the last frontier of feminism.
  • [25:21] How podcasting has given everyone a voice – and how having the podcast has shifted her prospect and client conversations.
  • [33:01] Hilary shares an example of a high-performing call to action.
  • [46:00] How Hilary got the initial attention she needed to launch her podcast and grow her audience.
  • [55:32] Hilary explains how she handles new client meetings – and the boundaries she’s set around her client experiences.
  • [01:11:27] Why it’s so important for your audience to be able to ask questions that you can answer on your show.
  • [01:17:15] Why Hilary thinks people driving their own cars should be absurd in 25 years.
  • [01:18:55] What Hilary’s husband taught her about success, work, and quality of life.  
  • [01:20:47] The surprising things Hilary would tell her 25-year-old self.
  • [01:22:03] Why Hilary does what she says she’s going to do, and does what needs to be done, even if she has to face fear or rejection along the way.




Thanks for checking out the latest show, on to this week’s featured reviews!

This week’s first review comes to us from user Burklo who says:

burklo - elite advisor blueprint itunes review

Thanks for the kind words Ryan! Loving that the show has become a part of your morning commute and event better that it’s helping you approach your day at the office with the right mindset. It’s interesting how the longer I’m in this business, it has become very clear to me how important the proper mindset is, rather than approaching an idea and thinking, “this will never work”, I see the top achievers wonder “what if it does?” and “what would this make possible?” Thanks for listening in Ryan and I’ll keep the inspiration coming your way.

The next review comes to us from Jacob E Hall who says:

Jacob, what’s up man!!! Thanks for the kind words and the review! And even better, taking action based on what you heard on the show and the big aspirations you have for your practice. For those of you listening in, Jacob and I actually connected via the podcast and he was just in to AE headquarters for a two day intensive training we make available for our clients where we shared over 2 years of research we conducted on public seminars and why people book appointments with you or why they don’t. Well done on taking action Jacob and putting the work in that’s going to take your practice to the next level, excited for you man!!!

Next up is user ReidReidReid who says:

Thanks for the review Reid, appreciate you taking the time to share your thoughts. Also, it has been interesting to find out how many of you Blueprint listeners have found the show as I’ve heard multiple examples of wholesalers sharing it with the advisors they work with around the country. So if that happens to be you Reid, thanks for spreading the message!

And the last featured review for the week comes to us from none other than former guest Jon Vroman, who says:

Thanks Jon, if you happen to be listening in to this episode, you are the best my friend! And for those of you all who haven’t listened in on the show I did with Jon yet, you can find it at episode 17 and a word of advice, it may make you cry, it’s that powerful. On a personal note, Jon is one of the best humans I’ve ever met and his Dad’s Retreat has been instrumental in helping me improve at the most important job I have, being a dad. So, if you happen to be a parent, you are missing out if you haven’t checked out his podcast – Front Row Dads. Must listen stuff.


Take the 1st Step to Building Your Ideal Practice: Apply for “Virtual Discovery Session

For those of you that have interest in diving deeper or figuring out how you may be able to have our team help you implement many of the ideas shared on the show, my day job happens to be consulting financial advisors from all over the US on how to grow their business and design a practice that serves them, versus them serving it. Yes it’s possible to grow your business and work less, this is a model we’ve replicated over and over in markets all over the country… So, if you’d like to apply to see if it makes sense for us to have a 1-on-1 conversation on how to overcome what may be getting in your way, you can do that at bradleyjohnson.com/apply. It takes about 5 minutes to fill out the application so we can understand what your business looks like, what challenges you may be facing and how myself and my team may be able to help. We then dive into a Discovery session where we ask a lot of questions based on your survey. We do a lot of listening, and take a lot of notes to build a rough draft of our proprietary Elite Advisor Blueprint – 90 Day Plan™. Taking the first step is as simple as applying at bradleyjohnson.com/apply 🙂


Already heard it once or twice? Please leave a short review here, and tell me which guests I should have on!




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This is provided for informational purposes only. Producers are ultimately responsible for the use or implementation of these concepts and should be aware of any and all applicable compliance requirements. Results from the use of these concepts are no guarantee of your future success.

Prior to implementing any of the concepts or strategies discussed in this interview, please keep in mind the following:

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