Marketing an Estate Planning Law Firm
There was a great discussion on the MarketingProfs.com website about how to market an estate planning firm.
Common Problems:
» no immediate benefit
» focus on cost - newspapers advertise services for 1/3 price
» little repeat business
Suggestions:
» focus on value - why are your services different than the low cost providers?
» use emotional appeal - appeal to peace of mind
» look to brand your firm
» focus on building relationships with clients and prospects
» raise fees so you don’t target price shoppers but higher paying clients
» segment and target prospects (ie recent divorcees, newly weds, new parents, etc)
» build relationships with related businesses
Interesting approach:
“His marketing efforts focused on building relationships with those that had higher disposable incomes, and become more of a financial advisor that didn’t just handle one account, but managed relationships of many brokers and accounts, as an advisor for his clients. Again, as his clients aged, or their lives changed (getting a job, getting married, having kids) he was always in the know, because he had contact with every client at least once a month. When something happened, he’d send a card and a gift. Then, he’d follow up with a conversation about new liabilities or changes to the wills that needed to be addressed. ”- posted by amandavega
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Categories: Marketing
