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The Sebastian Guerra Brand Strategy
Two weeks to build the plan that makes Sebastian the most trusted face in Miami retirement planning, and makes his personal brand the number one channel for new appointments at Guerra Wealth starting January 1.
This is everything the strategy covers, the first things we already see from the outside, how the two weeks run, and how to get started next week.
Fabian GuerraCEO
Brian CoreyDirector of Marketing
A forty-year firm with a machine that works. Now it needs a face online.
Guerra Wealth already does the hard part. Events fill rooms, advisors close, and families stay for generations. What you told us on Friday is that the next stage of growth has to come from Sebastian, on the phone in people's hands, before they ever walk into a seminar.
The goal
On January 1 the messaging shifts from the corporate brand to Sebastian's personal brand, and that brand becomes the number one channel for new business as fast as it can.
- The top metric is appointments scheduled from Sebastian's brand
- Then appointments held, and the cost of each one against your other channels
- Reach, followers and leads are the leading signals along the way
What we heard
- Twelve advisors and sixty people behind them, across retirement, investment, tax, asset protection and estate planning
- Sebastian is coachable, accessible and ready to give about ten hours a week, and he travels a lot
- A past agency bulked up followers with bots and never built a path to an appointment
- The content from the last three to twelve months has been informed and deliberate, and most of it lives on the corporate brand
- You have been modeling the way Grant Cardone and Ryan Serhant built theirs
Eleven pieces of work, itemized.
Everything below is built for Sebastian and Guerra Wealth, from your real data with third party data layered on top, and handed over as one strategy you own. Your team can run it, we can run it, or we split it. That call gets made at the end of week two.
The Full Audit
We start from where you actually are, not from zero. With admin access to every account, we pull the history and set the trend line every future result gets measured against.
- Sebastian's personal accounts and the Guerra Wealth accounts, every platform, the last 12 to 24 months
- Reach, engagement, follower quality and growth, including any leftover bot followers from the past agency and what they cost you in reach today
- Which topics, formats and hooks actually moved people, and which only looked good
- Polished campaign content against on-the-fly content, side by side on real numbers
- Website, booking pages, link-in-bio paths and event signup flows, tested end to end on a phone
- Google Business Profiles, reviews, directory listings and how the firm and Sebastian show up in search
- Email and text follow-up, CRM capture and how a lead from social is tracked today, if it is
- Paid media and event funnel data, so the brand is measured on the same ruler as your other channels
Brand Study: Sebastian
Who Sebastian is in public, written down so precisely that a caption, a podcast intro and a seminar opener all sound like the same person.
- His story: the family, the firm, the moment he took it over and why it matters to a Miami retiree
- Category and positioning statement, the one sentence Miami should be able to repeat about him
- His differentiator, written down so it holds up against every other advisor with a camera
- Emotional attributes and perception targets: what someone should feel after thirty seconds with him
- Voice, tone and messaging framework in English and Spanish, with words he uses and words he never does
- Core stories and signature talks, the handful he repeats until the market repeats them back
- Proof library: credentials, years, families served, media, client outcomes that compliance allows
- Visual identity for the personal brand: look, colors, type, thumbnails and set, connected to the firm
Personas: who we are talking to
We model your buyers from your client book and third party data, not guesses. Each persona comes with what they fear, what triggers a call and where they spend their time.
- Demographics, household and asset bands by neighborhood across Miami-Dade, Broward and Palm Beach
- Psychographics: values, money fears, trust signals and what makes them skeptical of an advisor
- Life events and buying triggers, from a retirement date to a death in the family to a business sale
- Objections, mapped to the content that answers each one before the appointment
- Platform and media habits for each persona, so every post goes where that person actually looks
Personal Brand and Corporate Brand
On January 1 the voice moves to Sebastian. That only works if both brands know their job and pass trust to each other.
- Attention and trust
- Daily stories, opinions, education
- The reason someone books
trust to
- Proof and process
- Advisors, events, services
- Where the relationship lives
- What lives on Sebastian's accounts and what stays on the firm's, and how they cross-promote
- The handoff from Sebastian to the twelve advisors, so a booked call never feels like a bait and switch
- Where Fabian and the advisors appear, and how to grow them later without diluting Sebastian
- Bios, links and naming made consistent everywhere, which also helps search and AI
Competitive Landscape: Digital and Search
Who already owns attention for retirement planning in South Florida, where they are winning and the space nobody is holding yet.
- Miami and South Florida firms and advisors with a public face, plus the national advisor brands your clients also watch
- Their platforms, audience size, cadence, formats and which of their content actually performs
- Share of voice in Google, Google Maps and AI answers for the questions your clients ask
- Their seminar and event funnels as seen from the outside, and how they move people online to a room
- The white space for Sebastian: topics, formats, languages and platforms where he can lead
Search Strategy: Google and AI Search
More people over 55 now ask ChatGPT, Gemini or Google's AI answers who to trust with their retirement before they ask a friend. Those answers come from what is written about you across the web. This piece makes sure Sebastian and Guerra Wealth are the names that come back.
Today: Sebastian not named Goal: Sebastian and Guerra named first
Today: absent in Spanish Goal: the bilingual voice of Miami retirement
- Keyword research by persona and intent, in English and Spanish, grouped into themes and content pillars
- The questions people ask AI assistants about retirement, taxes, Social Security and estate planning, and the answers we want them to give
- An entity plan for Sebastian: consistent bios, structured data, profiles and a path toward a Google knowledge panel
- Local search for the firm and Sebastian: Google Business Profile, reviews strategy and Maps visibility in each neighborhood you serve
- The citation plan: podcasts, YouTube, PR and article placement, guest spots and directories that AI models read and quote
- Website recommendations: pages, FAQs, schema and an llms.txt file so assistants read the firm correctly
- A dated AI visibility baseline across the major assistants, re-run monthly so you can see who gets named
- Every search theme tied to a content pillar, so search and social are one plan, not two
Platform Strategy: where Sebastian shows up, and why
Every platform gets one job. We decide which ones Sebastian owns now, which come later, and what each one has to produce. This is the starting hypothesis, and the audit and persona work will confirm or change it.
Long form that builds trust
Deep answers to the big retirement questions. The content that AI models and Google quote, and the place a skeptical 60 year old binges before booking.
Reach in Miami
Where your core persona spends the most time today. Posted daily in English and Spanish so Sebastian is familiar long before anyone needs him.
Short form that travels
Thirty to sixty second stories from his day. The fastest way to grow reach, and the bridge to the next generation of clients.
Where people book
Business owners and professionals on LinkedIn, high-intent searchers on Google, and a booking path from every profile that works first time.
- Platform-by-platform role, audience, format, cadence and success metric
- Which accounts to grow, merge, pause or start, with the order to do it in
- Where a podcast or YouTube show fits, and when it earns its place given Sebastian's ten hours
Content Strategy Blueprint: what to create and where it goes
The plan your team or ours can run on Monday morning. What Sebastian talks about, how often, in what format, on which platform, and how one hour of his time turns into a week of content.
- Content pillars tied to your five services and the search themes
- Series and recurring formats, so viewers know what to expect from him
- Cadence and mix per platform, English and Spanish
- Hooks, story structures and examples written in his voice
- The repurposing map: every event, seminar and studio session turned into a month of clips, posts, articles and emails
- The daily prompt plan that runs Sebastian's portal, so he never wonders what to film
- The ninety-day content calendar for the January 1 launch
- A compliance-ready workflow for review, approval and archiving
From Content to Appointment
The piece the past agency never built. Every post has somewhere to send people, and every booking can be traced back to where it came from.
- The booking path from each profile to a free advisory call or an event seat, tested on a phone
- Lead capture, nurture and reminders, by email, text and WhatsApp, designed to lift show rates
- How online content warms up event invitations and lifts attendance at your 120 events
- Tracking from post to booked to held, inside the CRM you already use
- The cost per held appointment model, so the brand competes with your other channels on the same math
Compliance Built In
Every post Sebastian makes about the firm counts as an advertisement under SEC rules. A brand that stops for legal every week loses momentum, so we design the review into the rhythm from day one.
- Content guardrails written with your compliance team: what Sebastian can say, show and promise
- Testimonial and endorsement rules under the SEC Marketing Rule, and how to use client stories safely
- Insurance and annuity posts checked against Florida insurance rules as well
- Spanish content reviewed with disclosures in Spanish
- A review and approval step that fits a daily posting rhythm
- Archiving and record-keeping for posts, comments and messages
KPIs, Roadmap and Resourcing
A personal brand is an asset you build equity in, like real estate. These are the honest milestones, so nobody pulls out the measuring stick on the wrong day.
- The KPI framework and dashboard design, from reach to held appointments
- Targets for the first ninety days and the first year, set from your baseline
- The January 1 launch roadmap, week by week
- Who does what: your team, ours, or both, with Sebastian's ten hours mapped out
What we already see, as opportunities.
This is a quick look from the outside, with no logins and no data, so treat it as a preview and not the audit. It is meant to show you how we look at a brand. The full audit goes much deeper.
The booking link stalls on a phone
The link in his bio opens to an empty gold box with a spinner. The calendar only appears if the visitor taps the screen first, and most people will not. Every booking that does come through is tagged as Website, so Instagram never gets the credit.
His biggest personal channel has one call to action, and it looks broken. This is the first fix we would make, and it costs nothing.
The bio opens with a job ad
The first line reads "Hiring 50 Wealth Advisors Miami". A retiree who just saw him on TV reads a recruiting post before anything about them.
Give recruiting its own home on LinkedIn and a careers page, and let the bio speak to the people he wants to book.
His own channel has gone quiet
16.6K subscribers, and the newest long-form video is about three years old. The long-form episodes moved to the firm's channel.
YouTube is the channel AI answers quote most, and the one a 60 year old binges before trusting someone. The person people buy from should own it.
Follower counts and views do not line up
The firm's YouTube shows 21.1K subscribers while recent Shorts get between 14 and 1,000 views.
That pattern often follows bought followers, which you mentioned from the past agency. Inactive followers drag down reach, so we check follower quality before setting targets.
The old name still lives online
"Guerra Financial Group" still shows in the website footer links, on the 939-review Birdeye profile, on the Money Monday's podcast and on an old mail address that is still indexed.
Two names split the signals Google and AI tools use to understand who you are. Pulling everything under one name is quick and helps every search.
No Spanish pages in a Spanish-first market
Spanish on the site is a machine translation in the browser, so Google has no Spanish pages to show. In a Spanish search for a retirement advisor in Miami, Guerra did not appear.
Mauro built the family name on Spanish TV and radio. A real bilingual voice for retirement is the clearest open lane in South Florida.
One fact sheet for every channel
The firm's assets and client numbers read differently on the website, the Instagram bios and the directory listings.
Under the SEC Marketing Rule, figures in public content need to be consistent and backed up. One approved fact sheet keeps every post safe and every channel telling the same story.
The summit site went quiet after the event
Six weeks after August 29, the site still says seats are limited, with a countdown at zero. There is no recap, no video and no list for next year.
With Dan Marino and Erik Spoelstra on past stages, this is Sebastian's biggest personal brand asset. It should be collecting names for 2027 every day.
Google is not told about most of your content
The weekly Financial Tips articles, the event pages and the advisor bios are missing from the sitemap. There is no structured data for Sebastian, the articles carry a staff byline instead of an advisor, and there is no file telling AI tools how to read the site.
Cheap fixes that connect Sebastian's name to Miami retirement planning in Google and in AI answers.
Hundreds of hours of footage nobody can find
A TV show on three stations, a radio show, a book and more than a hundred seminars a year. Almost none of it shows up online under Sebastian's name.
No competitor in South Florida produces this much raw material. Cut down, it is months of content before he films a single new thing.
The reviews are in the wrong places
AI answers for "best retirement planner in Miami" lean on Yelp and directories, where Guerra shows five reviews. The firm has hundreds of reviews elsewhere that those answers never see.
Getting reviews onto the sites AI tools read is one of the fastest ways to start being named.
Checked from public pages on October 9, 2026. Some of this may already be on your list, and that is fine. The full audit confirms everything against your own data.
Kickoff next week, a strategy you approve in fourteen days.
Kickoff session
One hour with Sebastian, Fabian and Brian. Goals, the story, the numbers. The access checklist goes out the same day.
The full audit
Every account, the site, the funnels and the competition. Delivered with a review call at the end of week one.
The strategy
Brand study, personas, search, platforms, content and the appointment path, built and checked with you as it comes together.
Sign-off
We walk through the full strategy. Sebastian and you give the thumbs up, and we agree who runs which part from January 1.
What we need from you
- Admin access to the social accounts, website, Google, ad accounts and CRM, on the day of kickoff
- Your event and appointment numbers for the last 12 months
- One hour with Sebastian at kickoff, and short check-ins during week two
- An introduction to your compliance lead
How we work with your team
- A private Slack channel for your team and ours, so questions get answered the same day
- Buck leads the strategy personally and coaches your team on it as it is built
- Everything we make is yours to keep and run, whoever executes it
- If you want us to execute, we show you exactly which parts we would take on
One fee, and it carries forward.
All eleven pieces of work above, the full audit, two weeks of Buck's direct time and the private Slack channel. Pay by card or bank transfer.
If you want us to run it with you
If you decide at sign-off that you want Qinary to execute some or all of the strategy, your strategy fee becomes a credit toward a six or twelve month partnership. The longer the partnership, the bigger the partner discount.
- This page is a binding service agreement between Client (Guerra Wealth Advisors) and Qinary Corporation, an Arizona corporation ("Company"), effective when payment is made.
- Company delivers the strategy described on this page within fourteen days of the kickoff session, provided access and feedback come back within two business days each time we ask. If they take longer, the date moves by the same amount.
- The strategy, audit and every document delivered belong to Client once paid in full, to use with or without Company.
- Fees cover strategy and consulting only. Ad spend, software, production, travel and any execution services are not included and are quoted separately if wanted.
- Company makes no guarantee of specific followers, leads, appointments or revenue. Results depend on execution, budget and market conditions.
- Client is responsible for compliance review and approval of any content or claims before publication. Company will design the workflow to support that review.
- Everything shared in either direction is confidential, and logins are used only for this work.
- Qinary Corporation does not issue refunds under any circumstances.
Book the kickoff and start the strategy.
Pick the slot that works for Sebastian next week, tell us who will join, and complete the payment. Effie confirms the time within one business day.