There are many different categories of financial planning prospects. Financial Planners, Advisors, Stock Brokers and Estate Planners have many unique options they can consider for their marketing campaigns.
This particular article focuses on a unique concept that works very well for financial marketers – milestone birthday marketing
Milestone Birthday Marketing
We also know that Milestone Birthday Marketing is a very responsive program that allows planners to send out small monthly mailings to key age groups:
- Turning 59 1/2
- Turning 65
- Turning 70 1/2
Just a footnote on the Turning 70 1/2 – This is the time that people who have not put their plans in place get serious about their retirement strategies and start to think legacy, charitable giving, business succession planning, and how to actually handle their Required Minimum Distributions since failure to withdraw the RMD on time could result in a 50 percent penalty.
While individual monthly mail quantities may be insignificant, as a whole this group is massive. The first of wave of baby boomers hit this milestone last July. Those oldest boomers, born at the start of 1946, turned 70½ in this summer and will be followed at the rate of 10,000 people per day for the next 18 years.
These turning 70 ½ prospects are not only great prospects for financial advisors, but also for charities and foundations looking for legacy gifts.
Financial advisors, stock brokers and foundations should have the month/year of birth for everyone in their client database. If they do not, this information can be appended to the file, along with lots of other data, enabling entrée to these households with the right message at the right time
Continuity is key. Milestone birthday mailings need to happen every month like clockwork. Mail going out means leads coming in. This type of program needs to be consistent and is an easy project to assign to a new hire or intern.
Call our office at (800) 771-3282 and we can tell you more about our Milestone Birthday programs, Data Appending, and monthly hotline lists of new homeowners and new parents. NOTE: if your firm has young partners trying to make their own book of clients, this might be a great list for them. Have them read this article about lead nurturing parents of new babies.
BTW – Have you ever used the 30 Minute Financial Report card as an offer in your direct mail?