Knowing about clients’ important milestones allows advisors to provide tailored advice
This is Globe Advisor ’s weekly newsletter for professional financial advisors, published every Friday. If someone has forwarded this newsletter to you via e-mail, or you’re reading this on the web, you canThe key to standing out in the world of financial services isn’t just providing sound financial advice – it’s knowing your clients and offering advice at important moments of their lives.
The effectiveness of life event-based marketing hinges on personal communication. In a world cluttered with generic messages, speaking directly to a client’s circumstances cuts through the noise. For example, an advisor might send a personalized note or a tailored financial checklist to a client who has just had a baby, demonstrating compassion and an understanding that goes beyond mere numbers.
Implementing a life event-based marketing strategy starts with segmentation, dividing clients according to life stages and anticipated milestones for targeted communications. Engagement should extend beyond just financial advice and celebrate the milestones to build loyalty. An important component of this strategy is the feedback loop, in which advisors seek and act on client feedback regarding the support provided at those key moments.
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