What makes a financial services firm more desirable on the open market?

"What would make a firm that has more inquiries stand out or the reason they have more inquiries is typically, you know, location. The type of business that the firm has built, you know, it's typically a sub $250 million fee-only or fee-based RIA in a location that's desirable. East coast, could be southeast, could be Texas, could be California. One of those spots where there's a strong desire to grow your current wealth management business or to get a foothold in one of those spots so you can continue to grow in one of those areas where there's just a lot of wealth."