As a financial adviser, will writer or estate planner, it can maybe seem a bit difficult at the moment to market your business without it seeming a little inappropriate or bad timing.


Your client knowledge

Sensitivity is required, but the most important thing for your business now is what you know about your clients. If you have a client base and have formed a relationship with them over time, then there will be a lot of information you know about them. Whether it’s if they have a young family, have a mortgage, have a complex family structure or own their own business, you have information that you can tap into to open up a conversation – and a relevant conversation.

It shouldn’t be a discussion of ‘is it time to make a Will’ but rather a discussion of ‘it would be good to have a catch up on how things are for you at the moment, there are probably a few things we can review.”

Understanding your customers, their current situation and potential needs will help open the right type of conversations. The conversation has to be relevant to them. A generic approach will not be of interest as they will not be able to see how it is relevant to them.



Think about segmenting your clients into groups based on what you know about them.

Segmentation will help you further refine your offering, by creating a more precise product solution. By segmenting your clients and grouping them into areas of commonalities it is also easier for you to tackle.

Can you up-sell or cross-sell a product? Do they have a Will and is it time to review, especially if they have had a change in circumstances. Do they need to consider Document Safe Custody or a Lasting Power of Attorney?


Methods of marketing

Your Website

If you have a website now might be the time to review your content and refresh your site. Add in more relevant content and include guides, tips, expert opinions on relevant topics. You can then use this new content to entice and encourage clients to engage more with your business.

Your website will showcase your expertise and knowledge in your area and help create trust in your ability to provide the right solutions for a client.


Email marketing

You may be a regular sender of emails, and if so then create a message for each segment. Split your data out and send them pertinent information with links to your site and further information. Make sure you add in a call to action with clear contact options, making it easy for the client to contact you as they wish.

If you haven’t done email marketing before consider creating an email list, but make sure you get clients to opt-in, under GDPR rules. There are numerous email platforms you can use, many offering a free option if you have less than 2000 contacts.


Case studies/testimonials

Ever had a complex case that required estate planning, IHT planning and more? Or had a complex or sensitive family situation that needed to be considered?

Have a think about the different times you may have met a client’s complex need. What was the requirement and how did you help? Build a case study, get a testimonial from the client (must have permission) and share with other clients. People trust reviews and testimonials, it helps build credibility and shows the commitment you have to meeting a client’s need.

You can’t just tell people you can help them you need to show them how!


Social media

If you have a social media presence, it’s worth keeping this going for a couple of reasons:

Firstly, your clients need reassurance. They need to know you are still open for business, they need to know you are there to call upon if needed. Whilst many aspects of daily life is on hold, many others are still continuing, from family circumstances changing through to business changes, through to other illness and changes to health.

Your social media helps showcase your knowledge and is another way to keep in touch.

Secondly, the algorithms behind most social media channels such as Facebook and Instagram require you to keep up consistent activity so you will feature more prominently in people’s feeds. The less you post the lower down in the line of posts you will appear – they don’t like to make it easy.

If you’re not on social media, consider if this is the time to join and get established. More people are at home scrolling through Facebook and Instagram seeking new information and businesses for a range of support. So why not look to be there?



You can consider some type of reward or discount for clients who recommend you to a friend. This is a common method used by many businesses as a way of rewarding loyalty and incentivising people to talk about the business to friends.

You don’t have to give the offer to everyone, you can select a group of clients and go from there.


Setting up that appointment

You can’t just create a face-to-face appointment at the moment, but you can encourage video calls. It’s the next best option to having a relevant and engaging conversation with your client. More and more people have caught on to apps such as zoom, What’s App and Google Hangouts, using them to keep in touch with family and friends, so you won’t need to hard sell a video app. More people are now comfortable with this technology than they were 6 weeks ago, so utilise this medium.

Have a read of our previous blog about making the most of a video call.

If you have concerns about taking Will instructions remotely, have a quick look at our article which runs through some things to consider.


After Lockdown

It’s anticipated that for a period of time after lockdown it will be a different world for everyone. There will be a different focus and a different set of priorities as much as a continuing need for social distancing. Jobs will be lost and financial circumstances will have changed for many people.

Security will be important to many, looking to ensure they can get both short-term and longer term security, after all we just don’t know if this could happen again, and so there will be a need to be prepared in all respects.

Consider what products you offer to your clients, how you can interact and build on your relationships. Trust will be invaluable and the ability to meet your client needs will be helpful to them and your business. People’s financial situation will be important, but so will be looking after families for the future and having everything in place.

Position yourself as the financial adviser or Estate Planner who can help when they need it, with the right level of advice. It doesn’t need to be a hard-sell but a show of support.


Looking longer-term

You may well need to get some short-term activity in place, but make sure the longer-term is part of your planning as this is where things can come to fruition. It’s not about the one-off sale, but the future product opportunities.

Don’t just focus on the short-term, but consider the long-term needs of your clients and possibly their family and friends. It’s the long-term focus that will create the client relationships that will stay with you.


BTWC Support

If you need to chat through a client’s need just give us a call. If you’re a member then remember to utilise the client material available in our member section to help inform your clients.

If you’re still not sure on the best way to open the conversation for Wills and Estate Planning, just give us a bell and we can have a chat.