A complete inbound lead generation program for Mackenzi Springer, CFP® — and a scalable template to roll out across the Novem Group advisor network.
Most RIAs rely on referrals alone. That works — until it doesn't. Novem Group has a bench of credentialed advisors, strong local presence in Rochester, and compliance infrastructure — but no unified digital inbound engine per advisor. Each advisor's personal brand is an untapped acquisition channel.
This program gives every advisor a professional microsite, a compliant lead magnet (free retirement assessment), source tracking, and a firm-level view of marketing ROI — without rebuilding WordPress sites or managing fragmented tools.
The pilot is deployed and technically ready. DNS, email delivery, SEO foundation, and tracking are in place.
Advisor microsite
Retirement assessment funnel
| Asset | Status | Purpose |
|---|---|---|
| Custom domain | ✓ Live | mackenzispringer.com → co-branded Novem microsite |
| Service pages (×3) | ✓ Live | Retirement, tax-aware, team-based — SEO + conversion paths |
| Blog / Insights (×3 posts) | ✓ Live | Local SEO seed content; SEO team expands |
| Campaign landing page | ✓ Live | Google Ads destination with UTM tracking |
| Lead dashboard | ✓ Live | Hot/Warm/Cold scoring, source attribution, export |
| Marketing ROI module | ✓ Live | Spend logging, cost-per-lead, funnel analytics |
| Email alerts (Resend) | ✓ Verified | Lead notifications from alerts@mackenzispringer.com |
| Abandon recovery emails | ✓ Built | Automated nudge if prospect doesn't finish assessment |
| JSON-LD schema | ✓ Live | FinancialService, Person, Article — local SEO signals |
| Sitemap + robots.txt | ✓ Live | Ready for Google Search Console submission |
Five integrated layers — organic, content, paid, nurture, and firm scale — all feeding one assessment funnel with full attribution.
/lp/retirement-rochester · target: pre-retirees, Rochester geoEvery link below auto-tags leads in the dashboard so you know exactly what drove each meeting.
| Channel | URL | UTM campaign | When |
|---|---|---|---|
| Email signature | …/assessment?utm_source=email&utm_medium=signature&utm_campaign=retirement |
retirement | Week 1 |
| LinkedIn bio | …/assessment?utm_source=linkedin&utm_medium=bio&utm_campaign=retirement |
retirement | Week 1 |
| Google Ads LP | …/lp/retirement-rochester?utm_source=google&utm_medium=cpc&utm_campaign=retirement_rochester |
retirement_rochester | Week 3+ |
| Print / seminar QR | …/assessment?utm_source=print&utm_medium=qr&utm_campaign=seminar |
seminar | As needed |
| LinkedIn paid | …/assessment?utm_source=linkedin&utm_medium=paid&utm_campaign=retirement_q2 |
retirement_q2 | Week 4+ |
| Phase | Timing | Activities | Success gate |
|---|---|---|---|
| 0 — Sign-off | Now | Firm reviews this proposal, approves disclosures, confirms pilot scope | Signed approval below |
| 1 — Soft launch | Weeks 1–2 | Email sig, LinkedIn, GMB, Search Console, internal team awareness | 3–5 leads, funnel tracking verified |
| 2 — Content ramp | Weeks 2–6 | SEO team publishes pillar posts, service page expansion, local citations | Organic impressions growing |
| 3 — Paid test | Weeks 3–6 | $500–1,500 Google + LinkedIn test, LP optimization, pixel setup | Known cost-per-lead |
| 4 — Optimize | Weeks 6–10 | Double down on best channel, A/B LP headlines, nurture review | 10+ total leads, 2+ booked calls |
| 5 — Scale decision | Week 10–12 | ROI report to firm leadership, pitch rollout to next 3–5 advisors | Firm approves expansion |
All metrics are visible in real time in the RIA Command Center marketing dashboard — no manual spreadsheets.
Built for SEC-registered advisers. Every public page includes required disclosures. Assessment is educational — not personalized advice.
| Control | Implementation |
|---|---|
| Disclosures | Osaic / Novem footer on every page; blog educational disclaimers |
| No performance promises | Assessment framed as educational snapshot, not guarantee |
| Consent capture | Lead form includes contact permission; stored with timestamp |
| Archive | RIA Command Center compliance archive for published content snapshots |
| AI copy scanner | Guardrail AI flags risky language before publish (platform) |
| Template locks | Firm-approved copy locked at rollout; advisor edits limited to approved fields |
| Review workflow | CCO can review/approve pages before go-live on additional advisors |
Ninety Two offers flexible packaging. Pilot can start lean; scale as ROI is proven.
| Package | Includes | Indicative |
|---|---|---|
| Pilot (recommended start) | Platform + site + 90-day campaign management for 1 advisor | Reduced / waived platform during pilot; setup fee TBD |
| Growth (per advisor) | RIA Command Center platform, microsite, funnel, nurture, analytics | ~$449/mo per advisor |
| Site build (one-time) | Brand, DNS, Resend, tracking, content migration | $2,500 – $5,000 |
| SEO retainer | GBP, content, local citations, technical SEO | $1,000 – $3,500/mo |
| Ad management | Campaign setup, optimization, reporting (media is pass-through) | $750 – $1,500/mo + 15% spend |
| Firm enterprise | Multi-advisor rollup, template clone, compliance locks | Custom — volume pricing |
Suggested pilot ad test budget: $500–$1,500 over 30 days (client-funded, separate from management fee). Final pricing proposed in separate statement of work.
If the Mackenzi pilot hits targets, Novem Group can onboard additional advisors without rebuilding from scratch:
Each new advisor becomes a revenue line for Ninety Two and a measurable acquisition channel for Novem — without adding ops burden to the home office.
By signing below, Novem Group approves the marketing launch program described in this document for Mackenzi Springer as pilot advisor, including the live microsite, assessment funnel, and phased campaign plan.