In my nearly 20-year career in marketing for financial advisors, one trend stands out: The greatest opportunities often lie in doing what others aren’t. In 2008, advisors who embraced social media stood out and thrived. Then came SEO, followed by Google reviews. Once these tools became mainstream, the competitive edge faded.

So, where’s the next untapped opportunity? It might involve leveraging lesser-used technologies or platforms that others are overlooking. Or, in my opinion, it could mean revisiting older, underutilized tactics like direct mail or live events—tactics that have been set aside in favor of digital alternatives.

Staying ahead requires creativity and a willingness to experiment. Look for areas where competition is low, and don’t shy away from exploring strategies others may dismiss. The key to standing out in a crowded market is doing what others aren’t.