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• Career coaches are also good referrers . They also are often working with career changers , people who are likely in the middle of managing severance packages , investing for retirement or planning for business ventures .
• Next think of divorce attorneys . While all attorneys are good referral sources , divorce specialists can connect you with people who need guidance at a trying time .
• Geriatric care managers , meanwhile , those who work with aging individuals and their families , often have clients who need help with financial planning for retirement , long-term care and estate planning .
• Elder law attorneys are similar to geriatric care managers . These attorneys deal with legal issues affecting seniors , and they might need financial planning assistance .
• HR professionals at large companies can help you as well . Many companies offer financial wellness programs , and their HR professionals might connect you with employees seeking individual guidance .
• Mortgage brokers are also a good option . Homeownership involves major financial decisions , and brokers might be able to connect you with clients needing planning advice .
• Real estate agents also work with a range of clients , from first-time home buyers to real estate investors , and they can offer you insight into the real estate market .
• Business consultants are a good resource because businesses frequently require financial planning and investment guidance .
So what ’ s the best way to reach out and build these relationships ? There are several . For instance , you can connect with people on LinkedIn , follow them and comment on their posts , or you can message them , noting that you frequently come across people looking for these professionals ’ services and have been looking for someone to refer them to . Ask them if they ’ d be open to a quick introductory meeting .
You can also add these other professionals to your email distribution list to share timely , relevant information that keeps you at the top of their minds and establishes you as a thought leader and expert in your field .
To build on the relationship once the door has been opened , invite them to partner on a webinar with you so you can both benefit from each other ’ s connections .
But keep in mind , when you ’ re trying to build relationships , you have to think about what ’ s important to them , not just to you .
5 . Host Virtual Client Appreciation Events
Client appreciation events can be a wonderful way to engage with prospects and receive referrals . But they can also be expensive and difficult to coordinate . I ’ m not recommending that you abandon in-person client events ( they ’ re very helpful ) but what if event hosting was easier and more economical ?
That ’ s where virtual events come in . These offer similar benefits , including referral opportunities when your clients invite guests . You might expand into new demographics this way .
Several companies , such as Confetti , Rockoly , Board and Brush , and Bar & Cocoa , host virtual events such as wine and chocolate tastings and charcuterie board classes , trivia nights , craft parties and holiday gift exchanges . Besides being a great lead-generation strategy , virtual events are also fantastic for surprising and delighting your clients .
Before selecting a virtual event , keep your clients in mind . What are their interests ? Is there something they shared in a previous meeting ?
Elevating Your Brand
It ’ s important to keep in mind as you consider these five strategies that you ’ re hoping to make your brand resonate — and make people think about you first whenever they ’ re seeking solutions to whatever problem .
As you look to lead generation opportunities in 2024 , I hope that this list gives ideas to help you elevate your brand and grow your business .
SUSAN THEDER is the chief marketing and experience officer at FMG Suite .
20 | FINANCIAL ADVISOR MAGAZINE | MARCH 2024 WWW . FA-MAG . COM