ADVISOR MARKETING

https:// www. fa-mag. com / subscribe / newsletters. html and beneficiaries. If you want to continue the relationship across generations, they need to know who you are.

• Walk through who will take on important roles— like trustees, guardians or powers of attorney— and make sure everyone understands what those roles involve.

How To Market Estate Planning Services

You don’ t need a big campaign to make an impact. Start by positioning yourself as a helpful resource.

• Build a resource center on your website: Create a central spot for your estate planning content— articles, checklists, FAQs. Make it easy for visitors to find what they need.

Walk through who will take on important roles... and make sure everyone understands what those roles involve.

• Offer downloadable guides: FMG Suite, for instance, offers pre-made estate planning guides you can personalize and share. Use these as lead magnets on your site, through email, or on social media.

• Use social media to share real takeaways: Skip the abstract advice. Post tips that clients can apply immediately— like questions to ask aging parents, how to choose an executor or when to update a will.

• Tell stories: Case studies and real-world examples help people understand why estate planning matters. Focus on the“ what happened next” moments to keep your audience engaged.

Build Relationships For Generations

Estate planning can feel uncomfortable— but it doesn’ t have to. When you include both spouses, involve the next generation, and make it easy for prospects to access your expertise, you’ ll earn the trust that lasts across lifetimes.

SUSAN THEDER is the chief marketing and experience officer at FMG.

20 | FINANCIAL ADVISOR MAGAZINE | MAY 2025 WWW. FA-MAG. COM