For financial advisors, wealth managers and financial planners, lead generation is crucial to success.
So, the BIG question is…
How can you consistently generate a steady flow of new financial advisor leads, high-quality appointments, and clients in your firm each month?
For over 10+ years, I’ve helped hundreds of financial advisors successfully generate exclusive leads, appointments, and clients online.
Here are my top 7 lead generation strategies for financial advisors!
Short on time? Here are the best lead generation strategies for financial advisors:
- The Sales Accelerator (best for high-quality appointments)
- Facebook Ads (largest channel for buying exclusive leads)
- TikTok Ads (cheapest channel for buying exclusive leads)
- YouTube SEO (best channel for free quality leads)
- Google SEO (second best channel for free leads)
- LinkedIn Outreach (best financial advisor prospecting strategy)
- Buy leads from a marketing company (easiest way to get leads; but expensive)
If you’d like to learn how to use some of these strategies to get financial advisor leads & appointments with your ideal clients, watch this free training.
In the rest of this article, let’s explore how these strategies work in more detail, the pros & cons of each marketing strategy, and which will likely work best for you.
This free training will go through the five steps financial advisors can use to get predictable high-quality appointments each month with your ideal clients…
… Without relying on networking events, referrals, word of mouth, cold calling or anything else like that!
This is the same strategy that has worked for many of our financial advisor clients.
Once again, click here to watch the free financial advisor training video.
The NEW vs old way to get leads
Let’s get started by exploring the new vs old way of getting financial advisor leads.
When it comes to generating leads, many financial advisors rely on old traditional lead generation strategies such as:
- Networking events
- Cold calling
- Buying shared leads
- Direct mail
- Word of mouth
- And so on
Even though some of these financial advisor lead generation strategies can work, they are very time-consuming, expensive and definitely not very predictable.
- Seminar/networking events: you have to trade your time to win new clients constantly (it’s not automated). Plus, organizing & promoting seminars can be very expensive.
- Referrals: these are great but not predictable. You don’t know how many referrals you’ll get each month.
- Buying leads: This often results in low-quality leads who are not a good fit for your firm. Especially if they are shared leads or leads lists.
- Cold calling: It may have worked well in the past for financial advisors, but the reality is the results are getting worse each year.
So, is there anything better you can do?
The NEW way to get financial advisor leads involves setting up an automated and evergreen system to get exclusive leads for you.
This video explains more about how it all works.
How To Get Exclusive Financial Advisor Leads (Top Strategies)
Let’s review some of the top financial advisor lead generation strategies to help you decide which will work best for your firm.
Here they are:
1. The Sales Accelerator
Instead of paying another company for leads, why not cut out the middle person and get your own exclusive leads?
And instead of wasting months or years trying to figure out how to do this… Why not just learn from someone who has already done it?
This is what the Sales Accelerator allows you to do.
Why does the Sales Accelerator work so well for getting financial advisors leads?
What you get
What others offer
As you can see, this lead program for financial advisors is designed to get high quality leads and appointments each month.
Watch this video to learn more about how this lead generation service for financial advisors works in more detail.
Note: Although this lead program can work for ANY business that needs appointments to attract clients, we’ve got extensive experience doing this specifically for financial advisors, as seen here.
2. Facebook & Instagram ads
Largest paid advertising channel for buying exclusive leads
Running financial advisor ads on Facebook & Instagram is one of the fastest ways to get financial advisor leads, appointments and clients each month in your business.
Many of our clients have been able to turn on their ads and (with the right strategy) generate leads with people who have $500K, $750K, $1 Million or more in investable liquid assets.
Facebook Ad Pros
Facebook Ad Cons
It’s simple. After spending $1K to $3K on Facebook ads, they will tell you your cost per lead and cost per appointment. For many of our clients, their cost per lead is $20 and cost per booked appointment is $200. Then you decide how many appointments you want each month. So if your cost per appointment is $200 and you want 20 appointments, you pay $2,000 ($200 x 20 appointments).
See ‘Step 4’ of this video for more info on how to use Facebook ads to generate leads.
Note: For simplicity, I’ll be referring to Facebook & Instagram ads as “Facebook ads” only. Whenever I say “Facebook ads”, please keep in mind this includes Instagram and any other assets owned by Meta.
How much do financial advisor Facebook ad leads cost?
Here are some Facebook ad stats & KPIs from our financial advisor clients that can give you a rough idea of what to expect when running paid advertising:
- The Facebook ads cost per lead for financial advisors can vary from $5 to $50. The average is about $10-$20.
- The Facebook ads cost per appointment for financial advisors can vary from $50 to $500. The average is about $200-$300.
- The cost for financial advisors to acquire a new client on Facebook ads can vary from $500 to $5,000 (average is about $2,000 to $3,000).
The most important metric is the cost of acquiring a new client.
If, for example, the cost to acquire a new financial advisor client on Facebook ads is $3,000 and a new client earns $5K a year (assuming your fee is 1% of $500,000 of AUM) then you should be profitable!
Of course, every financial advisor works differently, so you’ll need to do the math to see what’s the maximum you can pay (or would like to pay) to acquire a new client.
How much do you need to spend to see results?
After you spend $1K to $3K on Facebook ads, Facebook will tell you your average costs.
We’ve found that the price of Facebook ads can vary for most financial advisors depending on:
- Your target audience demographics. If you target high-net-worth individuals or families, it will cost more.
- Your target location. The bigger the location you target, the less your cost per lead typically is (because Facebook is more likely to find people who convert).
- The minimum amount of assets under management (AUM) you require. The higher your minimum AUM, the more expensive the leads will be.
- Your messaging. The better your message resonates with your audience, the lower your cost per lead will be.
The hardest part of running Facebook ads is knowing what to say in the ads, funnel, and follow-up emails to get the most conversions.
Fortunately, because we’ve run ads for financial advisors so many times, we already know what works and what doesn’t.
Today, each time we launch a new done-for-you marketing campaign for financial advisors, 90% of the time, we get it converting the FIRST time without needing to do additional split testing (saving our clients thousands of dollars and several months of split testing on their own).
Pro Tip: Some of our financial advisor clients have now been using TikTok ads as a new alternative to Facebook ads for targeting wealthy individuals and the results (in most cases) have been even better. Here’s what one of our clients says about using TikTok ads to target high net worth individuals.
Here’s an example of one of our financial advisor clients getting leads on Facebook ads for under $10:
As you can see from the screenshot, their cost per lead ranges from $6 to $18 and, on average, works out at about $8.44 per lead. This is much better than the industry average for financial advisors.
Facebook ads are a great way to get financial advisor leads & appointments right NOW through social media. With over 20% of Facebook’s audience over the age of 55+ it’s a great platform to advertise to people who are entering or already in retirement.
For best results (maximum profit), I recommend combining Facebook ads for short-term results and, at the same time, working on marketing channels that get profitable long-term results (such as Google SEO, YouTube SEO or both).
Remember: With organic Google & YouTube lead generation, your cost to acquire a new client is practically $0 because you get leads and clients each month for FREE! As great as Facebook ads are, you can’t beat the profit margins from SEO!
By the way, if you’re looking for the best way to set up your financial advisor Facebook ads then be sure to check out ‘Step 4’ of my free training here.
3. TikTok Ads
Cheapest paid advertising channel for financial advisors
TikTok ads are a surprisingly powerful way to generate financial advisor leads.
But… I know what you’re thinking…
“TikTok Ads!? Really? Isn’t that just for young people…”
I used to think exactly the same…
But the reality is TikTok has over 9 Million active users over the age of 55+ in the USA alone. And many of these users have $500K, $1 Million, $3 Million or more in investable assets.
Check out this testimonial from one of our financial advisor clients using TikTok ads to generate exclusive leads, appointments and clients on autopilot.
And it’s not just this client!
Four out of five of our financial advisor clients also report that TikTok ads performed 2x to 5x better than Facebook ads in terms of cost per lead, cost per appointment, and cost per client acquisition!
Here is an example of another client getting exclusive leads for less than $5 using TikTok ads:
And you can even use TikTok ads to generate high-net worth investor leads.
So yes, TikTok ads as a social media channel can work very well for financial advisors if you have the right strategy.
TikTok Ad Pros
TikTok Ad Cons
The challenge with TikTok ads
The hardest part about running TikTok ads (or ads on any other social media platform) is knowing what to say to get results. Sadly, you often have to undergo months of testing before finding something that works.
Fortunately, for our clients, we already know what works. And we can give you a proven system that many other clients have used to start seeing results straight away.
Watch this video to learn how we can help you with running TikTok ads.
TikTok ads are currently the best way to pay for your own exclusive leads & financial advisor appointments.
It’s worth noting that TikTok ads are so cheap right now because most advertisers are still using Facebook ads, Google or some of the other bigger platforms. This means you can target the same people at a much lower cost.
However, it won’t be like this forever!
Once more advertisers move to TikTok ads the costs will likely go up in the future too.
So make the most it while you can!
4. YouTube SEO
Best free lead generation strategy
Creating financial videos for YouTube is one of the best ways to start generating financial advisor leads. YouTube videos can appear in:
- YouTube Search
- Google Search
- YouTube homepage (recommendations)
In short, a video you record once, can appear in multiple places… For many years into the future!
Why is YouTube great for advisors?
Before someone chooses to work with a financial advisor, the financial advisor must establish a lot of trust.
Think about it.
Someone is going to be trusting you with their money, retirement, and financial future.
That’s not a decision to be taken lightly!
One way you can build trust with prospects is by being on video.
If you go on video, your prospective clients will be more likely to feel like they know, like, and trust you.
How can financial advisors use YouTube SEO for lead generation?
You need to create content that answers questions your prospects are searching for online.
YouTube is the world’s second-largest search engine and YouTube videos also have the potential to rank in both YouTube search and Google search.
Tip: The written content you create for your website can be repurposed into a video. This means you can create an article for Google SEO and a video for YouTube SEO using one piece of content. #ProductivityHack
To generate leads from YouTube, don’t just create videos alone. You must send people from your YouTube videos to your sales funnel.
Here’s an example of a financial advisor client we helped take their YouTube channel from 0 views, 0 subscribers, and 0 leads to NOW getting consistent new views, leads, and appointments each week:
Best of all, the leads from this traffic source are 100% organic (free!).
YouTube SEO is an excellent lead generation channel for financial advisors who are up for the challenge. Competition for financial advisors is relatively low on YouTube, so there’s a lot of potential right now if you start early.
For inspiration, check out this wealth management channel on YouTube called “Money Evolution“.
They have over 54,000 subscribers and some of their videos have millions of views!
To learn more about using YouTube to generate leads, check out ‘Step 4’ of my Free Masterclass Training. In the free training, I explain the number one mistake many business owners make when recording YouTube videos and why they don’t generate any leads from their videos (and how to fix it).
Tip: You don’t need a lot of views or subscribers on YouTube to get clients. I have financial advisor clients using YouTube with less than 1,000 subscribers who get clients each month from YouTube alone! The key is to create very specific videos which get high quality views that convert into qualified leads.
5. Google SEO
Second best FREE way to get leads
Search Engine Optimization (SEO) lead generation for financial advisors is one of the best ways to get high-quality financial advisor leads for free every month in your firm.
What is Google SEO?
SEO for financial advisors is when you rank first on Google for keywords related to the services your firm provides.
Why is SEO lead generation important for advisors?
Every day thousands of people are searching Google for answers to questions related to your services.
The question you need to ask yourself is…
… Are your potential clients finding YOU or one of your competitors?
If they’re finding you, you’ll be able to get a steady supply of high-intent leads that are actively looking for a solution to a retirement-related problem they have.
If they’re NOT finding you, then you’re missing out on new clients every single month.
How can financial advisors use SEO for lead generation?
All you need to do is write articles on your website that answer questions your potential clients search for on Google.
Creating educational content like this is known as content marketing.
However, not all questions are equal.
For best results, you need to answer questions that:
- Have a balance of low competition and high search volume
- Are likely to be searched for by your IDEAL clients
- Convert visitors into leads & clients (not just provide information)
How can you do this?
I explain how financial advisors can use SEO to get exclusive leads and sales appointments (without wasting time creating lots of content for nothing) in ‘Step 4’ of my free training here.
If you’re wondering…
Does this strategy really work?
Well, chances are you probably found this article through a Google search. This article alone gets hundreds of financial advisors visiting it each month.
This in itself is proof that this strategy really does work when you do it properly.
And here’s an example of what one of our financial advisor clients said after implementing our SEO strategy:
Again, this free training explains how to do this in your own firm with more real-life examples.
Google SEO lead generation is one of the best social media strategies for advisors who are willing to put in the work. Advisors that use this marketing channel will reap the rewards of their hard work for years into the future.
To learn more about how advisors can start generating leads using Google SEO, watch ‘Step 4’ of my Free Masterclass training.
6. LinkedIn Outreach
Best cold call financial advisor prospecting alternative
Tired of cold calling or cold emailing leads? LinkedIn lead generation for financial advisors is a great alternative to financial advisor cold calls, cold emailing, sending postcards, joining associations, referral marketing or other financial advisor prospecting strategies.
Reaching out to potential clients on LinkedIn allows you to get leads with qualified prospects automatically each month.
LinkedIn allows you to reach out to prospective clients in a way that is automated, profitable and scalable. However, just keep in mind it works best when you have a long automated email follow-up process because leads can take a while to convert.
I recommend leaving your LinkedIn lead generation campaign in the background (since it works mainly on autopilot) while you focus on other activities (such as Google or YouTube SEO).
7. Buy leads from lead generation companies
Another popular strategy is to buy financial advisor leads from other marketing or lead generation companies.
However, when I speak with other financial advisors who have bought leads from another marketing company, they usually tell me that the results have not been as good as expected.
Pros of buying leads
Cons of buying leads
Buying leads can work IF they’re exclusive high-quality leads (which are rare to find). But in most cases, many successful financial advisors find it is better to get your own exclusive leads to be in complete control of your digital marketing.
The bottom line
After helping hundreds of financial professionals launch successful lead generation sales funnels, I’d recommend joining the Sales Accelerator program if your goal is to get high quality exclusive leads & appointments each month.
If you want to learn more about working with us and see how we could potentially help you generate leads, check out ‘Step 5’ of my Free Masterclass training.
At the end of the training, if you like what you hear, you’ll then have the option to schedule a call if you need help with implementing the strategy.
Ashley Davis (or ‘Ash’ for short) is the CEO & Founder of Skyline Social. For over 15 years, he has been helping business owners with lead generation. Ash specializes in helping businesses get high-quality leads, appointments and clients each month in an automated, scalable and profitable way. You can watch his free Masterclass training to learn more.