February 16, 2025 • 12 mins
Joe Schmitz discusses Peak Retirement Planning and their approach to serving clients, and what it is like to work with them!
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Episode Transcript
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Speaker 1 (00:00):
As you're of co hosting the show with Joe Schmidz
today with Peak Retirement Planning, and it's been a good show.
I said, it's gone fast.
Speaker 2 (00:07):
I told you we were going to rocket.
Speaker 3 (00:08):
I told you I have a lot of fun and
just the honestly, I mean conversations you know, in the
in between segments is more fun than the actual segments themselves.
Speaker 1 (00:16):
Seriously, I know, I just need a little sister for you, Joe.
Speaker 4 (00:20):
That's all. I need someone about like twenty years younger
than me and we would be set. I'm would be
thinking about that and who might be in my life.
You might like, I'll be thinking about that.
Speaker 1 (00:31):
Well, we wanted to take a turn to just what
Joe is doing for individuals in our community and throughout
the country. From my understanding with Peak Retirement, Joe, you
have been really successful in what you've done for the
last four years and really built this business. Tell what
is what is different about your approach and how you're
(00:53):
doing this.
Speaker 3 (00:54):
Yeah, I think the fact that we just go really
deep with clients. Like if you look at the client
to advisor ratio with you know, just even firms around
town or anywhere, it's typically much higher than we have it.
So like the industry average is probably like two hundred
to one. So if there's five advisors, they probably have
a thousand clients and that's all they have to service them.
Speaker 2 (01:12):
Our goal is to really over.
Speaker 3 (01:14):
Service clients, and so we have more of like a
fifty to one client to advise the ratio and so
that allows us to really go deep with them. We
have an estate planning attorney and house, a CPA in house.
We have a Medicare specialist, health insurance specialist, so we
tried to have that one stop shop so people don't
have to go everywhere. But the deal is is we
get to do it for the same costs as everyone else.
(01:34):
And I think that but also just the fact that,
like the people we have are the best. And this
is me bragging about that, but last year we had
twenty six hundred applicants to work with us, and we
only hired nine of them just because we have extremely
high standards. And so I think that's what people are attracted
us do is they know we're people of our word
and when we say we're going to do it, we're
going to do it, and we're going to do it
with excellence and I always joke that people working with
(01:57):
us are way smarter than I am. I mean, one
of my buddies since fourth grade worked with us, and
he was a valve victorian of our high school class.
Speaker 2 (02:03):
And so we just.
Speaker 3 (02:04):
Got really good people and that's what's allowed us to
really make the true impact that we're doing.
Speaker 1 (02:09):
So many questions coming out of that, but one thing
I wanted to know certifications matter. And you know, originally
we didn't know if I was a conflict of interest
for you. But you're not licensed through the state, you're
licensed through the FED.
Speaker 2 (02:21):
How does this work? The SEC?
Speaker 3 (02:23):
So the top twenty percent of firms in the country
are registered with the SEC. The other eighty percent are
registered with the states. So typically smaller firms who managed
less assets regsure with the state. And obviously when we
first started, we registered with the state. Now that we've
grown so big, I mean we're now premier firm in Columbus,
We're registered with the SEC, which allows us to serve
clients all over the country. And we talked about our
(02:45):
YouTube channel. I mean, we have so much success from that,
the books that I've written, and you know, we get
also featured in Kipling or with a lot of the
content we talk around taxes and just more advanced financial
planning for retirees. And so we've gotten people reach out
to us at every We almost have clients in every
state at this point, and a couple of weeks ago,
we had ninety one people reach out to us in
(03:05):
just one week, and we typically have over fifty people.
Speaker 2 (03:08):
And it's gotten to.
Speaker 3 (03:09):
A point where we just can't work with everyone who
reaches out to us, and it's hard to do, but
we're not going to water down our service for our
clients to be able to just bring on everyone.
Speaker 1 (03:18):
I love that you go deep. That was the other
thing I was going to ask about. I want to
talk a little bit about YouTube here in a second,
but like asking the right questions, So how does that
look compared to a typical like what is it like
to work with you versus? And I don't work with
Joe right now. I have a financial advisor who I
hear from every once in a while or if I
(03:40):
engage them. But you have like this multi prongs practice,
So like what happens does a person go to meet
with you and then might they meet with someone else?
Like walk us through some of that.
Speaker 3 (03:55):
I warned people that if they don't like us when
they are first export working with us, then they're definitely
not going to like us as time goes on because
they will not stop hearing from us because we're just
so consistent in our communication with them to ensure we're
being proactive. So with our clients upfront, I mean, we're
typically spending at least twenty hours building out their plan
and that typically takes about three to five sessions that
(04:15):
we're meeting with a client to build out all five
pillars of their plan is what we call it. And
so we just make sure there's nothing unturned. Whereas most
advisors they may say, hey, let's just get this set
and let's move on, you know, let's go find some
more clients.
Speaker 2 (04:28):
Well, that's not our.
Speaker 3 (04:29):
Goal with what we do, and so every year we
meet with clients, you know, one time a year to
do a deep dive update our plan, what's changed, what
needs updated, and then we do quarterly touch points with
our clients as well to ensure that because the number
one reason people leave their advisors communication they don't hear
from their advisor, they're not being proactive.
Speaker 2 (04:48):
Tax rules are changing, they're not even hearing a word.
Speaker 3 (04:50):
The market's changing and they're not hearing anything, whereas for us,
we want to be ahead of things. Like our goal
internally is, let's never have a client call us for anything,
because if we do that, that means we did our
job the right way, and so that's really our target.
But you know, obviously clients are gonna have questions and thoughts,
and so we have a specific client email address that
they email in we always get back to within twenty
four hours. And you're gonna love this, Michael. Our internal
(05:12):
goals four hours.
Speaker 1 (05:14):
Your like media and communications when you get back to
that kind of staff.
Speaker 2 (05:18):
But you want to let people know you're there for them.
Speaker 3 (05:21):
Yeah, And especially as we grow a lot of our
clients are concerned with our growth of saying, hey, are
you really going to be able to continue delivering the
service to us as you grow, And it's like, yes,
we're committed to that. We're not going to outgrow being
able to do that level of service to our clients.
And so that's what means the world to us. We're
not here to create an average financial planning firm that's
the biggest out there. And we have a saying internally
(05:42):
where We want to be the best, not the biggest.
We want to do the best work, you know, for
the fees that we charge versus anyone out there, and
that's who we're competing against. We're not competing against being
the biggest.
Speaker 1 (05:51):
Fees can look different from organization to organization. What are
the different options out there that folks might experience when
they're shopping around for an advisor.
Speaker 3 (06:00):
Yeah, so most advisors are going to charge in assets
under management fee structure, which basically the fee just comes
right out of the investments. Typically it's around a one
percent all in fee. Some advisors can charge much more
than that through hidden fees like mutual funds and internal expenses,
so people.
Speaker 2 (06:15):
Need to be we're aware of that.
Speaker 3 (06:17):
And then a lot of advisors also charge some flat
fees on top of that. That's something that we don't do.
We don't charge flat fees on top of that. And
then advisors can get paid commissions as well, so on
the investment side, as you're familiar, MICHAELA, we can't make
any and commissions on the investment side. That holds us
to that fiduciary standard so that we can act in
our client's best interest and not offer an x investment
(06:38):
because we get paid more. If there's a mutual fund
and an index fund and we can't make more off
one or the other.
Speaker 2 (06:44):
We get to do what we feel as best. So
that's how that works there.
Speaker 3 (06:47):
And then we're also insurance licensed too, so our clients
don't have to go across town if they need an
insurance product. We get through that internally to ensure that
that client's not going to get taken advantage of. Because
insurance people are insurance licensed, they're not fiduciaries, right, So
that's why we want to Our advisors are all fully
licensed to douciaries. Anything we do has to be in
the client's best centrist. So I think that's something that
(07:09):
people don't understand that if they come to contact with
the financial professional, they're not always required to do what
is best for and that bugs me like crazy, but
it's a real thing and people definitely don't always do it.
Speaker 1 (07:21):
That's why you have to ask questions. That's why you
have to understand the certification and what comes with it.
Speaker 2 (07:26):
Yeah.
Speaker 3 (07:27):
Yes, And another thing for listeners, if they're looking for
a team to serve them, we always recommend a certified
financial planner that's the gold star of our industry. That's
the certified it's a CFP, and only thirty percent of advisors.
Speaker 2 (07:40):
Even have that have a CFP, and that's what holds.
Speaker 3 (07:42):
You to the highest fiduciary standard. That's what means that
you've studied everything in financial planning, and so we'd always
recommend you work with a team who has that that
credential Premierly is are.
Speaker 1 (07:51):
The people who go through the series six? Series seven?
Speaker 4 (07:53):
Is there a series seven?
Speaker 2 (07:54):
Yeah?
Speaker 3 (07:54):
So those are all good. I mean we've talked about
this for but yeah, so like there's all these series
but like, honestly, those don't really mean that much.
Speaker 1 (08:01):
Okay.
Speaker 2 (08:01):
CFP is what means.
Speaker 3 (08:02):
That you know your stuff got it, and the other
ones are just like barriers of entry, and I think
they're way too low. I think if if I were
to be in charge, I would say every advisor giving
advice to client should have that CFCFP or have be
on a team of someone who is there. So like
maybe there's two advisor in the room, but one of
the CFP. The others just getting started, so they have
to learn somehow.
Speaker 1 (08:20):
So that's a really important question to ask. If it's
someone inside the firm or that you're person working with.
Speaker 3 (08:25):
Has CFP, and all of our advisors are required to
either have that or be in process of getting that.
Speaker 1 (08:29):
What about your YouTube channel, like you were telling me
that we have twenty thousand subscribers.
Speaker 3 (08:35):
Yeah, it's just grown out of nowhere. Everyone had it
for about a year and all we do is post
content for those who are about fifty to seventy internear retirement,
just looking for tax tips, more advanced retirement planning. It's
really geared for those who have a million dollars or
saved or more, and it's just grown. It's just unbelievable.
Speaker 2 (08:54):
I mean, we have.
Speaker 3 (08:56):
Twenty thirty, forty fifty people reaching out every single week
look to work with us from YouTube, and.
Speaker 2 (09:01):
I'm like, how's this real? I just did want to lead.
Speaker 3 (09:04):
I mean I just did it for fun. I did
it to clients. We could have something to reference for clients.
When we talked about hey here's a donor advice fund,
go watch my video so you can learn more about it.
And it turned into this thing where actually people are listening,
comment and they're reaching out to work with us, and
it's a lot of fun. I mean, if I take
some of the calls from people reaching out to us.
They're like, oh my goodness, I didn't expect to talk
(09:25):
to you, like this is amazing, Like I love your work.
Speaker 2 (09:28):
It's been so helpful for me.
Speaker 3 (09:29):
And it's just like that's when you know you're making
a true impact when you get to hear stuff like
that every day.
Speaker 1 (09:33):
The power of media, and that is media video too,
and video the power video.
Speaker 3 (09:39):
These people hop on and be like they know everything
about me. They're like quoting stuff I said, and I'm like,
I don't even remember saying that.
Speaker 1 (09:45):
And so when did you start YouTube?
Speaker 2 (09:47):
About a year ago?
Speaker 1 (09:48):
A year and already up to twenty. We were talking
a little bit about brand earlier off air, given some
of the work that I've done over my career, and
you really are very intentional about the brand that's on
that YouTube channel on the outside, but.
Speaker 2 (10:03):
Also in anything within our business.
Speaker 3 (10:05):
Yeah, it's something I'm psycho about just because I think
it's so important too. If you're going to portray to
someone who you are making sure it's the right values
and what you're actually going to deliver on.
Speaker 4 (10:16):
Right there.
Speaker 3 (10:16):
There's a lot of people out there, especially in our space,
who advertise something that doesn't get delivered on. Like we
have so many people come from other advisors where they'll say,
I'll tell a story. We actually had an advisor on
our team. The other advisor he is working with told him, Hey,
if the client set asked if we can do something
for him, say yes, and then don't do it unless
(10:37):
they bug you about it.
Speaker 2 (10:38):
Isn't that the worst thing in the world. Yeah, you
guys should see my face. It's like, what But that's
a real thing.
Speaker 3 (10:44):
Like the advisors are really just trying to do the
least you know, thing possible. And I know I'm talking
about about the industry, but I'm more so saying that
so people are aware of what is actually going to
be said in their brand. Is it actually getting delivered
on as well?
Speaker 2 (10:55):
Got it? It's it's two parts to.
Speaker 1 (10:57):
It, right, So that's you are very fastidious about that
with your brand.
Speaker 3 (11:02):
When people say like, hey, sell us, why we should
work with you, It's like, I don't have anything to
sell you, Like, we're.
Speaker 1 (11:07):
Not you know who I Yeah, we're If you know
a little bit about who we are, this is who
we are.
Speaker 2 (11:11):
This is let us. Let us show you.
Speaker 3 (11:13):
If you want to give it a try, because I
can say whatever I want to, but it doesn't mean
anything unless.
Speaker 2 (11:18):
It's acted on.
Speaker 1 (11:19):
What was your first book?
Speaker 3 (11:20):
The first book was I Hate Taxes, So that one
was an Amazon bestseller, and that one was a very
popular one that kind of put us on the map,
I'll say our firm. And then the other one was
Peak Retirement. The Five Pillars of Retirement's kind of our process,
just a short read. And then the third one that's
coming out here in actually a couple of weeks is
the Midwestern Millionaire.
Speaker 1 (11:38):
What is the Midwestern Millionaire about?
Speaker 3 (11:41):
Midwestern people who have been hard working, frugal, better savers
and spenders, family oriented, and they've reached a point in
their life where they're getting ready to retire or already retired,
and they've accumulated a million dollars or more net worth,
and their house is probably close to paid off or
paid off. They have just been diligent and now they're
in a position where they need more advanced help as
a entered retirement to make sure that everything they've worked
(12:02):
hard for for the last forty years can be successful
over the next twenty thirty years. And so it's the
people we work with there are hard working people, just
down to earth people, and that's who I grew up around,
and that's who.
Speaker 2 (12:13):
We love serving.
Speaker 1 (12:14):
Your YouTube channel and your website. Give us both of those.
Speaker 3 (12:17):
Yeah, so Peak Retirement Planning dot com is our is
our website, and I think you can type that in
online and you'll go right to our YouTube as well,
or just type in my name Joe Schmidts and I.
Speaker 2 (12:26):
Should pop up now.
Speaker 3 (12:27):
People will laugh at the YouTube because they were like
all these thumbnails of the of the videos, and we
have a guy who edits everything for us and he
like puts some funny pictures up of me there and
so people always laugh about it.
Speaker 1 (12:36):
I can't wait to see it. I haven't seen your
YouTube channel've been on the web. It's a lot of
fun times and it's Joe Schmidt. It's sc h M.
Speaker 2 (12:43):
I Z right because people are looking forward.
Speaker 1 (12:45):
Okay, Joe and I are going to close out the
show here in just a minute.
As you're of co hosting the show with Joe Schmidz
today with Peak Retirement Planning, and it's been a good show.
I said, it's gone fast.
Speaker 2 (00:07):
I told you we were going to rocket.
Speaker 3 (00:08):
I told you I have a lot of fun and
just the honestly, I mean conversations you know, in the
in between segments is more fun than the actual segments themselves.
Speaker 1 (00:16):
Seriously, I know, I just need a little sister for you, Joe.
Speaker 4 (00:20):
That's all. I need someone about like twenty years younger
than me and we would be set. I'm would be
thinking about that and who might be in my life.
You might like, I'll be thinking about that.
Speaker 1 (00:31):
Well, we wanted to take a turn to just what
Joe is doing for individuals in our community and throughout
the country. From my understanding with Peak Retirement, Joe, you
have been really successful in what you've done for the
last four years and really built this business. Tell what
is what is different about your approach and how you're
(00:53):
doing this.
Speaker 3 (00:54):
Yeah, I think the fact that we just go really
deep with clients. Like if you look at the client
to advisor ratio with you know, just even firms around
town or anywhere, it's typically much higher than we have it.
So like the industry average is probably like two hundred
to one. So if there's five advisors, they probably have
a thousand clients and that's all they have to service them.
Speaker 2 (01:12):
Our goal is to really over.
Speaker 3 (01:14):
Service clients, and so we have more of like a
fifty to one client to advise the ratio and so
that allows us to really go deep with them. We
have an estate planning attorney and house, a CPA in house.
We have a Medicare specialist, health insurance specialist, so we
tried to have that one stop shop so people don't
have to go everywhere. But the deal is is we
get to do it for the same costs as everyone else.
(01:34):
And I think that but also just the fact that,
like the people we have are the best. And this
is me bragging about that, but last year we had
twenty six hundred applicants to work with us, and we
only hired nine of them just because we have extremely
high standards. And so I think that's what people are attracted
us do is they know we're people of our word
and when we say we're going to do it, we're
going to do it, and we're going to do it
with excellence and I always joke that people working with
(01:57):
us are way smarter than I am. I mean, one
of my buddies since fourth grade worked with us, and
he was a valve victorian of our high school class.
Speaker 2 (02:03):
And so we just.
Speaker 3 (02:04):
Got really good people and that's what's allowed us to
really make the true impact that we're doing.
Speaker 1 (02:09):
So many questions coming out of that, but one thing
I wanted to know certifications matter. And you know, originally
we didn't know if I was a conflict of interest
for you. But you're not licensed through the state, you're
licensed through the FED.
Speaker 2 (02:21):
How does this work? The SEC?
Speaker 3 (02:23):
So the top twenty percent of firms in the country
are registered with the SEC. The other eighty percent are
registered with the states. So typically smaller firms who managed
less assets regsure with the state. And obviously when we
first started, we registered with the state. Now that we've
grown so big, I mean we're now premier firm in Columbus,
We're registered with the SEC, which allows us to serve
clients all over the country. And we talked about our
(02:45):
YouTube channel. I mean, we have so much success from that,
the books that I've written, and you know, we get
also featured in Kipling or with a lot of the
content we talk around taxes and just more advanced financial
planning for retirees. And so we've gotten people reach out
to us at every We almost have clients in every
state at this point, and a couple of weeks ago,
we had ninety one people reach out to us in
(03:05):
just one week, and we typically have over fifty people.
Speaker 2 (03:08):
And it's gotten to.
Speaker 3 (03:09):
A point where we just can't work with everyone who
reaches out to us, and it's hard to do, but
we're not going to water down our service for our
clients to be able to just bring on everyone.
Speaker 1 (03:18):
I love that you go deep. That was the other
thing I was going to ask about. I want to
talk a little bit about YouTube here in a second,
but like asking the right questions, So how does that
look compared to a typical like what is it like
to work with you versus? And I don't work with
Joe right now. I have a financial advisor who I
hear from every once in a while or if I
(03:40):
engage them. But you have like this multi prongs practice,
So like what happens does a person go to meet
with you and then might they meet with someone else?
Like walk us through some of that.
Speaker 3 (03:55):
I warned people that if they don't like us when
they are first export working with us, then they're definitely
not going to like us as time goes on because
they will not stop hearing from us because we're just
so consistent in our communication with them to ensure we're
being proactive. So with our clients upfront, I mean, we're
typically spending at least twenty hours building out their plan
and that typically takes about three to five sessions that
(04:15):
we're meeting with a client to build out all five
pillars of their plan is what we call it. And
so we just make sure there's nothing unturned. Whereas most
advisors they may say, hey, let's just get this set
and let's move on, you know, let's go find some
more clients.
Speaker 2 (04:28):
Well, that's not our.
Speaker 3 (04:29):
Goal with what we do, and so every year we
meet with clients, you know, one time a year to
do a deep dive update our plan, what's changed, what
needs updated, and then we do quarterly touch points with
our clients as well to ensure that because the number
one reason people leave their advisors communication they don't hear
from their advisor, they're not being proactive.
Speaker 2 (04:48):
Tax rules are changing, they're not even hearing a word.
Speaker 3 (04:50):
The market's changing and they're not hearing anything, whereas for us,
we want to be ahead of things. Like our goal
internally is, let's never have a client call us for anything,
because if we do that, that means we did our
job the right way, and so that's really our target.
But you know, obviously clients are gonna have questions and thoughts,
and so we have a specific client email address that
they email in we always get back to within twenty
four hours. And you're gonna love this, Michael. Our internal
(05:12):
goals four hours.
Speaker 1 (05:14):
Your like media and communications when you get back to
that kind of staff.
Speaker 2 (05:18):
But you want to let people know you're there for them.
Speaker 3 (05:21):
Yeah, And especially as we grow a lot of our
clients are concerned with our growth of saying, hey, are
you really going to be able to continue delivering the
service to us as you grow, And it's like, yes,
we're committed to that. We're not going to outgrow being
able to do that level of service to our clients.
And so that's what means the world to us. We're
not here to create an average financial planning firm that's
the biggest out there. And we have a saying internally
(05:42):
where We want to be the best, not the biggest.
We want to do the best work, you know, for
the fees that we charge versus anyone out there, and
that's who we're competing against. We're not competing against being
the biggest.
Speaker 1 (05:51):
Fees can look different from organization to organization. What are
the different options out there that folks might experience when
they're shopping around for an advisor.
Speaker 3 (06:00):
Yeah, so most advisors are going to charge in assets
under management fee structure, which basically the fee just comes
right out of the investments. Typically it's around a one
percent all in fee. Some advisors can charge much more
than that through hidden fees like mutual funds and internal expenses,
so people.
Speaker 2 (06:15):
Need to be we're aware of that.
Speaker 3 (06:17):
And then a lot of advisors also charge some flat
fees on top of that. That's something that we don't do.
We don't charge flat fees on top of that. And
then advisors can get paid commissions as well, so on
the investment side, as you're familiar, MICHAELA, we can't make
any and commissions on the investment side. That holds us
to that fiduciary standard so that we can act in
our client's best interest and not offer an x investment
(06:38):
because we get paid more. If there's a mutual fund
and an index fund and we can't make more off
one or the other.
Speaker 2 (06:44):
We get to do what we feel as best. So
that's how that works there.
Speaker 3 (06:47):
And then we're also insurance licensed too, so our clients
don't have to go across town if they need an
insurance product. We get through that internally to ensure that
that client's not going to get taken advantage of. Because
insurance people are insurance licensed, they're not fiduciaries, right, So
that's why we want to Our advisors are all fully
licensed to douciaries. Anything we do has to be in
the client's best centrist. So I think that's something that
(07:09):
people don't understand that if they come to contact with
the financial professional, they're not always required to do what
is best for and that bugs me like crazy, but
it's a real thing and people definitely don't always do it.
Speaker 1 (07:21):
That's why you have to ask questions. That's why you
have to understand the certification and what comes with it.
Speaker 2 (07:26):
Yeah.
Speaker 3 (07:27):
Yes, And another thing for listeners, if they're looking for
a team to serve them, we always recommend a certified
financial planner that's the gold star of our industry. That's
the certified it's a CFP, and only thirty percent of advisors.
Speaker 2 (07:40):
Even have that have a CFP, and that's what holds.
Speaker 3 (07:42):
You to the highest fiduciary standard. That's what means that
you've studied everything in financial planning, and so we'd always
recommend you work with a team who has that that
credential Premierly is are.
Speaker 1 (07:51):
The people who go through the series six? Series seven?
Speaker 4 (07:53):
Is there a series seven?
Speaker 2 (07:54):
Yeah?
Speaker 3 (07:54):
So those are all good. I mean we've talked about
this for but yeah, so like there's all these series
but like, honestly, those don't really mean that much.
Speaker 1 (08:01):
Okay.
Speaker 2 (08:01):
CFP is what means.
Speaker 3 (08:02):
That you know your stuff got it, and the other
ones are just like barriers of entry, and I think
they're way too low. I think if if I were
to be in charge, I would say every advisor giving
advice to client should have that CFCFP or have be
on a team of someone who is there. So like
maybe there's two advisor in the room, but one of
the CFP. The others just getting started, so they have
to learn somehow.
Speaker 1 (08:20):
So that's a really important question to ask. If it's
someone inside the firm or that you're person working with.
Speaker 3 (08:25):
Has CFP, and all of our advisors are required to
either have that or be in process of getting that.
Speaker 1 (08:29):
What about your YouTube channel, like you were telling me
that we have twenty thousand subscribers.
Speaker 3 (08:35):
Yeah, it's just grown out of nowhere. Everyone had it
for about a year and all we do is post
content for those who are about fifty to seventy internear retirement,
just looking for tax tips, more advanced retirement planning. It's
really geared for those who have a million dollars or
saved or more, and it's just grown. It's just unbelievable.
Speaker 2 (08:54):
I mean, we have.
Speaker 3 (08:56):
Twenty thirty, forty fifty people reaching out every single week
look to work with us from YouTube, and.
Speaker 2 (09:01):
I'm like, how's this real? I just did want to lead.
Speaker 3 (09:04):
I mean I just did it for fun. I did
it to clients. We could have something to reference for clients.
When we talked about hey here's a donor advice fund,
go watch my video so you can learn more about it.
And it turned into this thing where actually people are listening,
comment and they're reaching out to work with us, and
it's a lot of fun. I mean, if I take
some of the calls from people reaching out to us.
They're like, oh my goodness, I didn't expect to talk
(09:25):
to you, like this is amazing, Like I love your work.
Speaker 2 (09:28):
It's been so helpful for me.
Speaker 3 (09:29):
And it's just like that's when you know you're making
a true impact when you get to hear stuff like
that every day.
Speaker 1 (09:33):
The power of media, and that is media video too,
and video the power video.
Speaker 3 (09:39):
These people hop on and be like they know everything
about me. They're like quoting stuff I said, and I'm like,
I don't even remember saying that.
Speaker 1 (09:45):
And so when did you start YouTube?
Speaker 2 (09:47):
About a year ago?
Speaker 1 (09:48):
A year and already up to twenty. We were talking
a little bit about brand earlier off air, given some
of the work that I've done over my career, and
you really are very intentional about the brand that's on
that YouTube channel on the outside, but.
Speaker 2 (10:03):
Also in anything within our business.
Speaker 3 (10:05):
Yeah, it's something I'm psycho about just because I think
it's so important too. If you're going to portray to
someone who you are making sure it's the right values
and what you're actually going to deliver on.
Speaker 4 (10:16):
Right there.
Speaker 3 (10:16):
There's a lot of people out there, especially in our space,
who advertise something that doesn't get delivered on. Like we
have so many people come from other advisors where they'll say,
I'll tell a story. We actually had an advisor on
our team. The other advisor he is working with told him, Hey,
if the client set asked if we can do something
for him, say yes, and then don't do it unless
(10:37):
they bug you about it.
Speaker 2 (10:38):
Isn't that the worst thing in the world. Yeah, you
guys should see my face. It's like, what But that's
a real thing.
Speaker 3 (10:44):
Like the advisors are really just trying to do the
least you know, thing possible. And I know I'm talking
about about the industry, but I'm more so saying that
so people are aware of what is actually going to
be said in their brand. Is it actually getting delivered
on as well?
Speaker 2 (10:55):
Got it? It's it's two parts to.
Speaker 1 (10:57):
It, right, So that's you are very fastidious about that
with your brand.
Speaker 3 (11:02):
When people say like, hey, sell us, why we should
work with you, It's like, I don't have anything to
sell you, Like, we're.
Speaker 1 (11:07):
Not you know who I Yeah, we're If you know
a little bit about who we are, this is who
we are.
Speaker 2 (11:11):
This is let us. Let us show you.
Speaker 3 (11:13):
If you want to give it a try, because I
can say whatever I want to, but it doesn't mean
anything unless.
Speaker 2 (11:18):
It's acted on.
Speaker 1 (11:19):
What was your first book?
Speaker 3 (11:20):
The first book was I Hate Taxes, So that one
was an Amazon bestseller, and that one was a very
popular one that kind of put us on the map,
I'll say our firm. And then the other one was
Peak Retirement. The Five Pillars of Retirement's kind of our process,
just a short read. And then the third one that's
coming out here in actually a couple of weeks is
the Midwestern Millionaire.
Speaker 1 (11:38):
What is the Midwestern Millionaire about?
Speaker 3 (11:41):
Midwestern people who have been hard working, frugal, better savers
and spenders, family oriented, and they've reached a point in
their life where they're getting ready to retire or already retired,
and they've accumulated a million dollars or more net worth,
and their house is probably close to paid off or
paid off. They have just been diligent and now they're
in a position where they need more advanced help as
a entered retirement to make sure that everything they've worked
(12:02):
hard for for the last forty years can be successful
over the next twenty thirty years. And so it's the
people we work with there are hard working people, just
down to earth people, and that's who I grew up around,
and that's who.
Speaker 2 (12:13):
We love serving.
Speaker 1 (12:14):
Your YouTube channel and your website. Give us both of those.
Speaker 3 (12:17):
Yeah, so Peak Retirement Planning dot com is our is
our website, and I think you can type that in
online and you'll go right to our YouTube as well,
or just type in my name Joe Schmidts and I.
Speaker 2 (12:26):
Should pop up now.
Speaker 3 (12:27):
People will laugh at the YouTube because they were like
all these thumbnails of the of the videos, and we
have a guy who edits everything for us and he
like puts some funny pictures up of me there and
so people always laugh about it.
Speaker 1 (12:36):
I can't wait to see it. I haven't seen your
YouTube channel've been on the web. It's a lot of
fun times and it's Joe Schmidt. It's sc h M.
Speaker 2 (12:43):
I Z right because people are looking forward.
Speaker 1 (12:45):
Okay, Joe and I are going to close out the
show here in just a minute.
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