Financial advisors face a delicate balancing act: how do you stay connected with prospects over months or years without becoming "the person" they avoid?
Common concerns we hear:
"I’ve already sent them my firm’s one-pager. What else is there to say?"
"What do I talk about when their 401(k) doesn’t roll over for six more months?"
"They have all the information; I don't want to bother them."
Let's get one thing straight: your prospects are busy and will forget most of what you said within a few weeks. Your job isn't to "sell" them; it's to consistently demonstrate your value so that when they are ready to make a decision, your firm is the only logical choice.
Here are five practical ways to nurture prospects, build trust, and stay top of mind without being annoying:
- Shift your mindset from 'Salesperson' to 'Guide'.
- Vary your communication to stay fresh.
- Deliver value with every touchpoint.
- Build the relationship, not the portfolio.
- Share "Lessons Learned" from experience.
1. Shift your mindset from 'Salesperson' to 'Guide'.
First, let's ditch the "sales" mentality. You're not pushing a product; you're offering guidance that can significantly impact someone's life. If you genuinely believe your firm's services will help a prospect achieve their financial goals, then staying in touch isn't an annoyance; it's your responsibility.
Don't forget that you are the expert. You're in a unique position to help them understand complex financial decisions. Every communication should come from a place of helpfulness, reinforcing your role as a trusted advisor, not a rep chasing a deal. If you stopped pursuing them, you’d be letting them down.
2. Vary your communication to stay fresh.
Relying solely on email is a surefire way to get ignored. While email is a part of your plan, complementing it with other methods can dramatically boost engagement.
Mix Your Communication Channels: In your sequence of touchpoints, try a phone call followed by a quick email like, “Hey, I just left you a voicemail, but feel free to reply here if that's easier.” This gives the prospect control.
Use Video: A brief, personalized video message using a tool like Vidyard can add a human touch that text can't replicate, to bring your prospect closer to the feel of an in-person meeting.
Connect on LinkedIn: This provides another communication channel and gives you insight into their professional life, so you can tailor your advice.
Consider Snail Mail: For the right prospect, a high-quality, personalized card can stand out in a digital world.
Podcasts, Webinars, and Beyond: If your firm has a podcast or hosts webinars where the topic is relevant, don't be afraid to invite your prospects, even if they didn't sign up for your newsletter or ignored your last email. (Watch our Craft on Tap Podcast: Should financial advisors start a podcast? Ep 2)
Varying your approach keeps your outreach from getting stale and reinforces that you're a dynamic professional.
3. Deliver value with every touchpoint.
Every time you reach out, your goal should be to provide value, not just to "check in." Instead of asserting your firm's value, prove it. Share a concise client success story or case study (with permission and in a compliant manner, of course) that mirrors your prospect's situation. For example, "This reminds me of a client we helped navigate a similar business sale..."
You can also share an objective, third-party article from a reputable source (like the Wall Street Journal or an industry publication) that shows you’re thinking about their challenges, not just your own services.
If your firm has created a checklist, guide, or whitepaper, send it directly as a PDF. Don't make them fill out another form. Personalize it: "Thought you'd find this guide on RSU tax planning helpful after our chat last week."
With consistent help instead of relentless nagging, your prospects will recognize the effort and authenticity, which can be the deciding factor when choosing an advisor.
4. Build a relationship, not the portfolio.
Your prospect is evaluating you as a long-term partner. Show them you're invested in their success beyond their assets.
Make a Strategic Introduction: You likely have a network of trusted professionals. Introducing a prospect to a great CPA, estate planning attorney, or mortgage broker is an incredible value-add that builds immense trust. For instance, connecting a prospect facing a business sale to a trusted M&A attorney shows you understand their complete financial picture.
Follow Their Social Media: Pay attention to what your prospect shares on LinkedIn. Like or comment on their posts thoughtfully. Referencing their recent business accomplishment or a shared article in your outreach shows you’re engaged and see them as more than just a lead.
Suggest a Helpful Group: Invite them to a relevant LinkedIn group for entrepreneurs, local executives, or people in their industry. This demonstrates you're actively looking for ways to help them succeed.
5. Share “Lessons Learned” from experience.
Your experience working with other clients is one of your most valuable assets. Share that wisdom. A simple touchpoint could be: “I was speaking with a client of mine who was also trying to figure out their company's IPO and what it means for them. One creative solution they found was [X, Y, Z]... Made me think of you.”
This positions you as an experienced problem-solver who is actively thinking about their specific situation.
From Prospect to Lifelong Client
Turning a prospect into a client is a marathon, not a sprint. It’s a deliberate process of building trust, demonstrating expertise, and consistently proving that you are the best possible guide for their financial journey. Each thoughtful touchpoint is a deposit into a trust account that pays dividends when it's time for them to make a decision.
The reality is that implementing these strategies consistently requires dedicated time and systems that many busy advisors struggle to maintain.
If building a system to turn your leads into clients feels like one more thing on your already full plate, we can help. Craft Impact specializes in creating marketing and communication strategies that build relationships for advisory firms. Schedule a call with us to learn how we can make your marketing life easier.