How To Create A Financial Advisor Sales Funnel

Are you a financial advisor looking to increase your sales appointments? If so, one of the best and fastest ways to do this is with a high-converting sales funnel. 

With a working sales funnel, you can get booked appointments with qualified people interested in your services. 

And best of all, the entire process is automated!

You only have to set it up once, and it continues getting you appointments each week.

So, how do you set one up?

Well, after creating hundreds of sales funnels for my financial advisor clients, I know what works and what doesn’t.

And, in this article, I’ll share the best way to create a high converting sales funnel for financial advisors.

So, let’s get to it. 

Need help building a financial advisor sales funnel?

Step 1: Watch our free Masterclass Training (that explains how sales funnels work)

Step 2: Click here to schedule a call to learn more about working with us.

Quick Summary

In a rush? Here are the steps involved in creating a financial advisor sales funnel: 

1. Find the right funnel software
2. Set up an opt-in landing page for lead generation
3. Create a video sales letter to convert leads into clients
4. Promote the appointment funnel using the right channels
5. Adopt email marketing to follow up with leads to convert them

Before we get into each step, I recommend watching my free masterclass training to learn how to integrate a sales funnel into your overall lead generation strategy.

How Can You Create A Financial Advisor Sales Funnel In 5 Steps?

Here is how to set up your sales funnel to get appointments as a financial advisor. 

Step 1: Select the right sales funnel software

Choosing the right software is like picking the perfect tool for a job. 

This step is crucial for financial advisors looking to build a sales funnel. The right software will make building your funnel much easier.

Think of sales funnel software as a digital toolbox. It helps you create landing pages, collect lead information, and track the effectiveness of your funnel. 

The ideal sales funnel software should: 

• Be easy to use
• Offer ready-made templates
• Work well with other tools
• Be mobile-friendly
• Offer excellent tracking and analytics features

For example, let’s say you’re creating a page to offer a free retirement planning guide. The right software will let you easily design the page, add a form to collect email addresses and track the number of guides downloaded.

I have used a lot of sales funnel builders over the years, and only a few checks most or all of these boxes. Here are my top picks from the lot: 

• Kartra, which is a great option for business owners
• Highlevel, which is a great option for agencies looking to white-label their services
• HubSpot, which is a great option for businesses with over 20 employees

While I have used all three, I recommend Kartra as the go-to option for financial advisors. I use it personally and for most of my clients. 

To learn more about the tool, check out my Kartra review. Also, watch my video Masterclass training to learn how to get a copy of my done-for-you funnel for advisors.

Step 2: Set up an opt-in landing page for lead generation

You now have a sales funnel builder in place. So, let’s move on to the next step–creating an opt-in page. 

An opt-in landing page is like a welcome mat for potential clients. It’s a special webpage that offers something valuable in exchange for contact information. For financial advisors, this is a key tool to gather leads.

For every opt-in page we have created for my financial services clients as part of their sales funnel, we adopted the following tips: 

• Offer something valuable: This could be a free guide on retirement planning, a checklist for financial health, or another type of free lead magnet. Make sure it’s something your ideal clients really want.
• Keep it simple: Your page should have one clear goal – to get visitors to sign up. Don’t fill it up with too much information, so you don’t discourage the visitors. 
• Use a clear headline: Tell visitors exactly what they will get. For example: “Get Your Free Guide: Smart Tax Strategies for Small Business Owners”. Make it attention-grabbing and straightforward.
• Add a strong call-to-action (CTA): This is the button visitors click to sign up. Make it stand out with phrases like “Get My Free Guide” or “Start My Financial Journey.”
• Include a short form: Your sign-up form should be straight to the point. Ask for basic info like name and email. The less you ask for, the more likely people are to sign up.
• Add social proof: If you have good client reviews or industry awards, mention them. This builds trust.

TIP: A/B-test different elements of your landing page to see what works best. Try different headlines, offers, and CTA buttons to find the most effective combination.

With an opt-in page in place, every lead that visits automatically enters your appointment funnel. You can now take them to the next level of your sales process. 

Watch this free masterclass for more insights on how to create a great opt-in page.

Step 3: Create a video sales letter to convert leads into clients

Next, you need to create a video sales letter (VSL). This is a video presentation that turns interested leads into clients. 

As a financial advisor, you can use this tool to:

• connect with high-net-worth individuals in an engaging way
• build trust and demonstrate how you can help

Having created many effective VSLs for my business and my financial services clients, I can say it is the most effective lead magnet you can use in a sales funnel. 

Here’s how to make one:  

• Keep it short: The sweet spot for financial advisors is 5 minutes. People’s attention spans are short, so get to the point quickly.
• Identify the problem and present a solution: Talk about a common issue your clients face. This shows you understand their needs and concerns. Then, present a solution by showing how your services can solve these issues. 
• Use simple language: Avoid complex financial terms. Explain things as if you’re talking to a friend. Be specific about the benefits and results they can expect.
• Include a call-to-action (CTA): Clearly state what you want the viewer to do next. Whether it’s booking a free consultation, signing up for a webinar, or contacting you directly, make it easy for them to take the next step.

If unsure how to begin, we provide a done-for-you VSL service for financial advisors. This video explains more about how it works.

Step 4: Promote the appointment funnel using the right channels

The job doesn’t end with setting up the funnel. More importantly, you need to get it to the faces of the right people. That is where promotions come in. 

There are a few ways to promote your sales funnel. But they work differently and deliver various results. 

Below are some of the promotional channels I have used for my financial advisor clients to promote their sales funnel:

1. Google SEO Lead Generation (Free Promotion)

With Google SEO lead generation, you need to create articles or content that answer the questions your leads are asking when they search. 

You also need to:  

• Do keyword research to find the keywords your target audience is searching for. 
• Write blog posts and articles that offer valuable information using these keywords. 
• For new and existing content, include links to your funnel to convert visitors to leads and high-quality backlinks. 

2. YouTube Search Lead Generation (Free Promotion)

YouTube is the second largest search engine, making it an excellent platform for reaching potential clients. However, instead of articles or blogs, YouTube lead generation works with videos. 

Therefore, you need to: 

• Create informative and engaging videos on relevant keywords/topics like budgeting, investing, and retirement planning. 
• Use relevant keywords in your video titles, descriptions, and tags. This helps your videos appear in search results.
• Include a call-to-action (CTA) encouraging viewers to visit your website or book a consultation.

3. LinkedIn Outreach (Free Promotion)

LinkedIn is a powerful platform for connecting with professionals and generating leads. It is also free. When using LinkedIn lead generation to promote for financial advisor sales funnel, you should do the following: 

• Optimize your profile. 
• Post regular updates, articles, and insights related to financial services.
• Reach out to potential clients directly and offer a free consultation.  

4. TikTok Ads (Paid Advertising)

TikTok has proven to be an effective advertising channel for financial advisors. I have used the platform’s unique advertising system to get 2-5x improved client results. 

For lead generation promotion on this platform, you need to: 

• Create short, engaging videos that highlight your services and expertise.
• Use TikTok’s targeting options to reach specific demographics interested in financial planning.
• Direct viewers to your website or a landing page where they can book a consultation.

5. Facebook Ads (Paid Advertising)

With Facebook lead generation, you can generate leads, appointments, and clients on demand. It is the best option on the list if you have the budget and want quick and scalable results.  

I have gotten outstanding results for my clients using Facebook Ads by:

• Using Facebook’s detailed targeting options to reach people based on age, location, interests, and behaviors.
• Experimenting with different ad formats, such as image ads, video ads, and carousel ads, to see what works best.
• Directing traffic to a well-designed landing page with a clear call to action.

Watch this video to see how to use Facebook Ads for lead generation. 

You can check more lead generation strategies specifically for financial advisors here. 

Step 5: Adopt email marketing to follow up with leads to convert them

The last step is to follow up with the leads in your sales funnel. 

By staying in regular contact and providing valuable information, you can build trust and guide your leads through the sales funnel, ultimately converting them to clients.

With years of experience helping financial services clients build sales funnels, I can say that email marketing is the most effective way to do this. 

That is because it allows you to: 

• Stay top-of-mind with your leads.
• Provide valuable information and resources.
• Build a relationship with potential clients.
• Guide leads through your sales funnel toward a decision.

So, how do you implement an effective email marketing strategy?

1. Build your email list with the email addresses you collected with your opt-in landing page. 
2. Divide your email list into segments based on interests, behavior, or stage in the funnel.
3. Send personalized welcome emails and follow-up emails.

TIP: Ensure your emails are mobile-friendly, as many people check their email on their phones. Keep your content clear and concise, and always include a clear call to action.

Learn more about building a high-converting sales funnel in my free masterclass training. 

Wrapping Up

A sales funnel is necessary for financial advisors who want to attract, nurture, and convert leads into loyal clients. If you choose to do it yourself, you must first choose the right sales funnel software. 

Then, set up your landing page and create a video sales letter. You also need to promote your funnel using the right lead-generation strategies. Finally, follow up with the leads in your funnel with email marketing. 

By implementing these strategies, you can effectively guide potential clients through your sales funnel, from initial awareness to making a decision and taking action. However, to succeed, you must stay consistent and provide value at each stage. 

Having created hundreds of performing sales funnels for clients in the financial services landscape, we are well-positioned to guide you through the process. We can also handle the entire process for you. You can watch my free training to see how the whole process works. 

Frequently Asked Questions for Financial Advisor Sales Funnels