Mr Dunn said there is a still a relatively low level of specialisation in terms of those accredited as SMSF specialists, so the “ability to hang your hat on being a specialist is still certainly an advantage”.
He noted that few businesses are taking advantage of this, however.
“They’re not doing enough to demonstrate the specialist skills they already have; by that I mean demonstrating competency through the way they interact with clients and through their website and other communications,” he said.
“That’s one of the things we’ve found with the blog [...] it’s been able to allow me to demonstrate competency and then off that, that becomes a feeder to generate work,” he explained.
Mr Dunn said being a specialist won’t be enough if they don’t promote the level of service they’re offering and get people to understand who they are.
“Specialisation will continue to grow and the way in which people will do that is obviously going to be the key differentiator in the market place, because all of a sudden there’ll be a growing number of specialists,” he said.