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Financial Planner Leads: 5 Ways to Build Your Client Base

Lina VanNatta
Lina VanNatta

As a financial advisor, you are looking to build trustworthy relationships within your local community.

Financial Advisor marketing strategies today often include social media presence and search engine optimization, along with networking, direct mail and inbound campaigns focused on building authority. Whether you are just starting out or need to strengthen your marketing game, consider a combination of these five simple strategies to build your client base.

1. Optimize Your Directory Listings

Create online directory listings with Google My Business, Bing Places, Yelp, Nextdoor, Facebook, and Yellow Pages. While there are thousands of directories online, these take the cake when it comes to impact. Once you claim your listings, ensure that they provide crucial information about your business. Potential clients need to see your website, contact information, reviews, and social media profiles to consider your business. Keeping this key information complete, accurate, and consistent across the listings will not only make it easier to build credibility with potential clients, but it will make your business more trustworthy with Google, helping your Google My Business listing to show up at the top.

2. Host Local Events

Increase your local client base by hosting community events, client appreciation events, free seminars, and Lunch and Learns. Invite your current clients to get involved and ask them to invite their friends and family. Use the opportunity to show what your company stands for, as well as to educate potential clients on the financial planning process, products, and trends.

3. Ask for Referrals

Make it easy for current clients to give you referrals. You can start by creating a referral form and sending it to clients after the initial engagement. Clients will want to spread the word about your services when they have a positive experience with your company. Your client’s colleagues may be the perfect place to start building your local client base.

4. Offer Complimentary Services

Clients recognize that professionals charge for their time. Given the typical longevity of advisor-client relationships, clients want to ensure that the financial advisor they choose to work with is a good match. A free review or assessment will offer potential clients a feel for your communication style and financial planning approaches and will allow you to get a sense for what a prospect may be looking for and how you can help. Use social media channels like Instagram, Facebook and Alignable to advertise your complimentary services.

5. Advertise with Direct Mail

Direct mail may be the most old-school suggestion on this list, but it is an effective approach you can use as a financial advisor to motivate prospects to start taking steps to plan for their financial future, review what they have so far, and even get a second opinion! Direct mail is the perfect way to advertise locally, as customers notice local return addresses and phone numbers. People are used to receiving junk mail addressed to “Resident” rather than their name. You can help your financial planning practice stand out by mailing personalized postcards.

Only 44% of people can recall a brand immediately after seeing a digital ad compared  to 75% of people who receive direct mail (Marketing Profs).

Want to boost your open rates? Show your thoughtfulness by handwriting your direct mail campaigns. Handwritten letters are exciting to receive, and your clients and prospects appreciate the extra effort that goes into a personalized mail piece.

Yellow Letters Complete can help you start a handwritten campaign! Our team of writers will hand address hundreds of yellow letters and postcards so that you can build a connection with your community. We can help you devise a campaign strategy, save you time, and bring you more leads!

For more information, reach out to us online or give us a call at 1-888-294-0780.


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