Trusting your (prospect research) gut

Lately I have been validating a lot of wealth screening results, but this post is not about how to do that. For those kinds of tips, you can download the recent webinar delivered by Rachael Dietrich Walker during APRA’s 2016 Chapters Share the Knowledge event. Or (shameless plug) you can read this post I wrote last year for EverTrue.

Today, I simply want to tell you a couple of stories; cautionary tales about when to trust your instincts and look outside your vendor’s report during a validation – not to verify information but to supplement it.

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Here in the northern half of the U.S. we have tons of snowbirds – fleeing the cold for the more temperate climates in Florida, Arizona, and sometimes California. We also have prospects who love the colder weather, and have condos in ski country or huge forested lands in Wisconsin’s North Woods. And most of the time, your wealth screening vendor will find those second, third, and (yippee!) fourth homes. Indeed, that’s probably the number one reason we researchers love our screening vendors. They make finding those other homes a breeze, especially as search engine filter bubbles increasingly make it a challenge to do on our own.

The problem is, when a vendor’s algorithm doesn’t find those other properties, we don’t know if it’s because they don’t exist, or if there’s another reason. Most vendors match properties on some combination of mailing addresses and names. So what happens when your Wisconsin prospect uses their Florida address as the mailing address for their Florida property?

I always do a few “broad” (aka quick and dirty) internet searches as part of my wealth screening validations. I generally do this at the end of the process, usually just to see if there is any recent news or mega-gift I should share with my clients, and I don’t spend a ton of time. (To be fair, as a consultant, it’s often pretty easy for me to know when to pull the plug before I fall down the rabbit hole, by sensing when the meter has run out for that particular validation report.)

It was during one of those searches last month that I came across a Naples, FL, news story naming Mr. and Mrs. Prospect as the hosts of an upcoming garden party at their Naples home. Which was not in my screening results. I went back to the screening vendor’s website, and redid my search using Florida as the state instead of Wisconsin. There it was, their third multi-million-dollar home.

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If you read Helen Brown’s blog, you know about the growth in family offices, and important clues to recognize them. Helen has also compiled a helpful list of resources. Rather than repeat that here, I simply caution you to pay attention whenever your wealth screening reports an LLC.

Last week I was validating the screening results for a local executive. He has a fairly common name and a leadership role in a public company, so I expected a long slog through mismatched charitable donations and property records, and years of SEC filings. Imagine my surprise when all the screening found was a couple of LLCs, with meager Dun & Bradstreet reports, a few old property records, and remarkably low net worth and gift capacity ratings.

I usually begin my validation process by looking at property records, so I looked up those old properties in the tax assessor website. There I found that the two local properties were now owned by one of those tiny LLCs reported in the wealth screening. Further searching on Zillow confirmed the combined $4M assessed market value for those two properties. But that was just the tip of the iceberg.

I checked the business incorporation information my state makes available, and the LLCs were indeed registered in the name of Mr. Prospect. So that was easy. Then, following my validation routine, I looked at the most recent proxy of the public company where Mr. Prospect worked. My usual search tactic with proxies during wealth screening validation is, you guessed it, quick and dirty. I simply search on the prospect’s last name and click through all the hits. The 11th or 12th mention of Mr. Prospect’s name was in a footnote to the Beneficial Owners table. No wonder the screening didn’t have any stock holdings to report! Although a member of the executive team, he wasn’t a stock-holding insider. But one of his LLCs was. The LLC owned more than 11% of the public company’s outstanding stock.

Since this was simply a validation, nowhere near a full profile, at this point I felt I could wrap things up.  I warned my clients that the screening rating were low, how much else I had already found, and that there was likely to be much, much more to the story.

Taking a couple more steps to research these two prospect households a little bit more didn’t add much time to my usual validation process. But in both of these cases what I found added detail and nuance to the screening results, which will help my clients make more informed decisions as they develop cultivation and solicitation strategies, and deepen their relationship with these prospects. And isn’t that the point?

Wealth screenings continue to introduce jaw-dropping efficiencies to prospect development tactics. But no algorithm can yet replace the intellectual leaps a skilled researcher is able to make, when their training and experience evolve into instinct.

 

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