Think DIY marketing is saving you money? Think again. AcquireUp’s CEO Greg Bogich unpacks why “figuring it out” yourself often costs more than just your time—from opportunity cost to missed leads.
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BY GREG BOGICH
Last week I had one of those “I’ve got this” moments that lasted… about sixteen minutes.
It started with a drip. Not a full-on leak—just a steady, annoying drip from my kitchen faucet.
I confidently told myself (and, regrettably, my wife), “No need to call a plumber—how hard can it be?” Armed with one quick YouTube tutorial, I rolled up my sleeves, grabbed my toolbox, and got to work.
What followed was a masterclass in overconfidence (because that sounds better than ineptitude).
An hour later, the faucet was disassembled, the kitchen floor was soaked with 15 gallons of water, and my new YouTube search was: “How to shut off the water to your house?”—this time with a lot less confidence and a lot more urgency.
That little project ended with me calling a plumber, mopping up a small lake off the kitchen floor, and insisting to my wife that the first YouTube video was “stupid” and that the creator was “an idiot.” She wasn’t convinced.
The same thing happens in marketing—especially for financial advisors. If I had a dollar for every advisor who’s said, “I’ll just handle marketing myself,” I could start a hedge fund.
To be fair, it does sound like a good idea. You’re smart. You’re resourceful. You built your business from the ground up. So why wouldn’t you be able to figure out a direct mail campaign? How hard can it be?
And maybe you can do it yourself… but should you?
DIY might seem cheap, but it usually comes with a significant cost. It may not be dollars—it might be your time, focus, or, most importantly, opportunity cost.
You’re writing copy and trying to learn Meta Business Suite, when you should be meeting with clients and closing new business. Is that really the best use of your time?
You send one email or run one seminar and expect the leads to pour in like Black Friday. Spoiler: they won't.
You boost a post to anyone who likes “money” or “finance” and get clicks from hundreds of bots and a dozen new high school graduates.
You launch a campaign to a list of contacts you haven’t spoken to in a year or two. It’s the marketing equivalent of texting an ex “hey” and expecting them to say, “I’ve been waiting for this!”
You “borrow” someone else’s content or repurpose a generic email from a competitor. It sounds safe and familiar—and illegal.
You host an event or get a lead, then... crickets. Life gets busy, and the follow-up isn’t timely. And by the time you do reach out, they forgot why they even reached out in the first place.
Marketing professionals do this every day. They know the platforms, the data, the targeting, and what actually works. They’ve tested landing pages, optimized outreach, and tracked lead quality across hundreds (or even thousands) of campaigns.
More importantly, they help you avoid wasting your time and money on things that don’t work.
You wouldn’t advise your clients to DIY their financial plan using an excel spreadsheet and their gut instincts. So why DIY your growth engine?
It’s a system. A strategy. A repeatable, measurable process that:
And let’s be honest—most advisors didn’t become advisors because they’re dying to master click-through rates or subject line A/B tests.
The biggest risk of DIY marketing isn’t the money you spend—it’s the money you never make because of:
It’s not dramatic. It’s just a slow steady erosion.
Could you manage your own marketing? Probably.
You could also cut your own hair, build your own deck, or fix your own leaky faucet. But is that how you want to spend your time—or build your brand? More importantly, is it the best way to spend your time?
If growth is your goal, invest in the systems, support, and expertise that allow you to do what you do best: build relationships, serve your clients, and scale your business. At least that’s this “plumber’s” perspective.
Need more details? We’re here to help. Learn about our services, technology, and how we support financial professionals.
Many advisors combine DIY efforts for quick tests or small tasks with outsourced expertise for strategy, complex campaigns, and optimization to maximize efficiency and results.
Common risks include broken lead capture forms, lack of timely follow-up, running ineffective or inconsistent campaigns, and losing valuable prospects due to missed opportunities—all of which can stall your business growth.
Yes, with the right knowledge and consistent effort, DIY marketing can produce leads. However, scaling growth and maintaining long-term results often require professional systems and support.
Common challenges include time constraints, lack of marketing expertise, inconsistent execution, and difficulty measuring and optimizing campaigns effectively.
Consider your available time, marketing skills, budget, growth goals, and whether you want to focus on client relationships versus campaign management.
