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By Tom Ferrall
Staff Writer 

Thomas of Edward Jones helps clients achieve financial goals


Last updated 7/9/2018 at 9:41am

Joe Thomas, a financial advisor with Edward Jones, and Kathleen Ford, branch office administrator, are ready to meet new clients at their Bonsall office, 5525 Mission Road, Suite B.

Joe Thomas is very logical and calm, traits that have helped him to help his clients as a financial advisor for the highly respected investment firm Edward Jones for 16 years.

Thomas, who possesses a bachelor's degree in economics and an master's degree in business administration and finance from Pepperdine University, said he is proud to be with Edward Jones, one of the largest financial services companies in the United States. Founded in 1922, Edward Jones handles more than a trillion dollars in assets for its clients.

Thomas resides in Bonsall and works out of his Bonsall office, 5525 Mission Road, Suite B. He has clients in 23 states, evidence of the strong relationships he builds with investors.

"For example, somebody was with me in San Diego, and then they moved to, say, Wyoming, Texas or New York," Thomas said. "They know me, and they don't want to change (financial advisors). They're happy with the relationship. Sometimes it's referrals. For example, one of my clients who lives in Texas referred a family member who lives in Alaska."

Thomas considers himself the "chief financial officer" of a client's family, working to ensure a secure future for all.

"We look at all aspects of their financial life," Thomas said. "Budgets, incomes, expenses, assets, how do they classify things, what assets we earmark for which need – what kind of goals that they have, such as college education, retirement, gift giving, charitable activities and handing assets on to the next generation the most effective way. We look at the entire picture. We also look at protecting the assets in case something doesn't go the way we planned."

Thomas, after examining a client's finances, tailors a long-term financial plan.

"We create a financial plan, and then we find the highest quality investments possible, highest-quality mutual funds, stocks or bonds, CDs, all those types of investments get mixed up properly so they have a very good diversification," Thomas said. "You've heard the saying, 'don't put all your eggs in one basket,' or too many eggs in one basket. We want to make sure that the baskets that we create for them have the right amount, and it's constant monitoring and adjusting."

Thomas, who gets great satisfaction from helping people, offers free consultations.

"The initial consultation is free, and we'll do a financial plan and we'll see how that goes," Thomas said. "We make recommendations, and if they like what we do, then we move on further and start finding investments for them."

It is never too early to start thinking about one's financial future, according to Thomas, who added that people who have trouble saving money should definitely consult a financial advisor.

"People in their late 30s and 40s, if they are not saving on their own, they ought to get some help to figure out how do I get on a disciplined investing program, forecast where I'm going to be, how much money do I need to retire and create a solid financial plan," Thomas said. "People usually don't plan to fail; they fail to plan.

"If you haven't saved anything and you are in your 30s, you put away about 10 percent, in your 40s about 15 percent, in your 50s, you start putting away at least 20 percent," continued Thomas, who then added jokingly, "and if you're in the 60s and you haven't saved anything, you better kneel down and pray. Pray for a miracle to happen, because it's probably too late."

The stock market has been referred to as a never-ending roller-coaster ride, with high climbs and sudden steep drops and dips and twists. Being able to handle the highs and lows of investing tests people emotionally, Thomas said.

"Investing is emotional, and when you get too emotional, you make mistakes," Thomas said.

Thomas gave an example of how people can let their emotions cloud their vision.

"Ideally, we should buy low and sell high," Thomas said. "But a lot of times, people left to themselves – without any help from professional financial advisors – tend to sell low when they're really uncomfortable. Because if something has been dropping for a while and they're looking at it every day, they get to the stage that they're tired of it and they want to sell it, and usually it's at the lowest point.

"And the other side, if things are going well, they never think about selling and taking a little bit of profit," Thomas said. "They'll say, 'well, it's doing so well, why would I want to sell?' And at some point, the bubble breaks and it starts coming down."

Thomas provides clients with guidelines in making decisions by "setting up some targets when to sell, and setting up some targets when to buy."

Thomas has a doctor-like demeanor that his clients appreciate.

"Most people point out that when things get rough, I'm a calming influence," Thomas said. "I talk to them with reason, with logic, so we can stick with our plan and try to bring them back to what we need to do."

Helping people with their financial future is a job that Thomas truly enjoys.

"I think it's a blessing to do this job because of the difference that I've made in many peoples' lives," Thomas said. "When people come back and tell you that, 'I'm so glad I found you five years ago or 10 years ago, or I'm so glad we sat down and talked about my needs and you helped me get there,' it is more fulfilling than anything else. It's priceless when you know that you've made a big difference in a family's life."

To set up an appointment with Thomas, call (760) 330-9563.


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