Are you looking to target wealthy individuals or families to access high-net-worth investor leads?

Perhaps you want to target accredited investors or high-income earners?

If so, you may have found that targeting wealthy investors, individuals and families can be challenging. 

It’s almost like trying to find a needle in a haystack!

However, if you know where to look, some strategies work very well for targeting high-net-worth investor leads.

In this article, I’ll show you how to target wealthy individuals to generate high-net-worth (HNW) or ultra-high-net-worth (UHNW) investor leads.

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Looking for high net worth investor leads?

Step 1: Watch our free Masterclass Training (that explains how our strategy works)

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Quick Summary 

In short, the best ways to target wealthy individuals with paid ads is:

  • Target people with the highest household income on social media
  • Single out specific interests of the wealthy 
  • Directly address wealthy individuals in your ad
  • Mirror your converted leads as a lookalike audience
  • Combine multiple tactics for the best result

And finally, for best results, you must have the right strategy.

The right strategy will build trust with wealthy individuals and motivate them to want to speak with you to learn more.

You can watch my free Masterclass training here, which explains how to do this in more detail.

As with anything, a little investment of your time, money and focus can generate huge returns.

Best strategy to get high net worth investor leads

Contrary to popular belief, high-net-worth investors use social media, Google, and YouTube just like many ordinary people.

And if they’re on Google, YouTube or social media, you can target them too!

Because I help many financial advisors and wealth managers generate leads with high-net-worth individuals, I have first-hand experience with targeting this audience.

Here are the top strategies to generate high-net-worth investor leads:

1. Facebook Ads (Meta)

Facebook ads

Running Facebook ads with Meta is one of the best ways to generate high net worth investor leads.

With its vast user base and advanced targeting options, advertisers can create highly specific audience segments and reach only the most relevant audience. 

If you want to target HNW or UHNW individuals, Facebook Ads is one of the most vital sources for these leads. 

You can target high net worth leads on Facebook by:

  • Calling out how much an investor would need to have to work with you
  • Targeting by household income
  • Creating a Facebook lookalike audience of a database of high net worth leads

Here’s an example of a Facebook ad by Fisher Investments:

Facebook ad example

As you can see, they specifically call out who they are targeting in the ad by saying, “If you have a $500,000 portfolio”. You can do something similar by saying, “If you have $1 Million, $3 Million, $5 Million or more in investable assets”, “If you are an accredited investor,” or “If your yearly income is over $200,000…”

By doing this, people who are a good fit for your ad will click on it and convert. Those who are not a good fit will skip the ad. Over time, Facebook’s algorithm will show your ad to people who are more likely to convert.

To learn more about using Facebook ads to generate high quality leads and sales appointments with HNW individuals, click here to watch my free Masterclass training.

2. TikTok Ads

TikTok Ads

As TikTok continues gaining popularity across all age groups, it is now getting increasingly popular with people aged 55+ with over $1 million in investable assets.

This makes TikTok ads another great advertising platform to target high-net-worth investors.

For example, here’s a real-life example of one of our financial advisor clients targeting HNW individuals with good results on TikTok.

Why use TikTok ads to get investor leads?

  • TikTok allows you to target the same people on Facebook ads but at a much lower cost.
  • The TikTok algorithm is incredibly powerful at finding the right people for your product or service.
  • Video ads allow you to build trust with your audience more rapidly than other forms of media.

And, just in case your head is spinning already, the TikTok Ads platform works almost identically to Facebook Ads! So, you can essentially copy and paste your approach between these platforms. 

To learn more about using TikTok ads to generate investor leads and sales appointments, click here to watch my free Masterclass training.

3. SEO (Search Engine Optimization)

Google search

Few social media channels can match the power of search engines like Google when it comes to generating investor leads.

By optimizing your website and content for search engines, you can attract high net worth investors, accredited investors and wealth individuals from people actively searching for your products or services.

This traffic is often of a higher quality because these people are searching for a solution right now, and therefore, they are more likely to convert into leads and customers faster. 

Why get investor leads with SEO?

  • Target specific types of people by using keywords such as “accredited investor”, “investment opportunities” or “raising money” in your content.
  • Get investor leads for free without needing to spend money on ads
  • If you send leads to a landing page on an appointment funnel, they will convert into appointments and clients automatically

So, if you want to generate high-quality investor leads, investing in search engine optimization (SEO) is a smart move.

To learn how to generate free wealthy investor leads with SEO, see ‘Step 4’ of my free Masterclass training.

4. AdRoll

Retarget website visitors

As you may know – prospects may not always convert into a lead when visiting your website for the first time. To prevent you from being out-of-sight and out-of-mind, use AdRoll to retarget high net worth investor leads that go to your website or landing pages.

AdRoll works especially well when generating HNW or UHNW leads because you often need to build a lot more trust when converting clients who have a high amount of investable assets.

When someone sees your ad on multiple places, it helps build trust and familiarity with your brand.

Adroll ads can appear on websites such as:

  • Forbes
  • Yahoo! Finance
  • MSN
  • Investopedia

And other websites wealthy investors are likely to visit.

5. Google ads (PPC)

Google ads

Another powerful way to get investor leads is to target with Google Ads (PPC).

Here are some ways you can target wealthy individuals and families with Google Ads:

  • Target people by income
  • Go after specific keywords HNW individuals are likely to search for
  • Target people by websites wealthy investors are likely to use

However, the only downside with PPC ads is that they are typically more expensive compared to other social media channels mentioned on this list.

6. Directly address wealthy individuals in ads

When you directly address high net worth individuals in your ads, you increase the chances of reaching the right people. Facebook and TikTok’s ad algorithms can better optimize your targeting. 

Here’s an example ad (the ad on the right) that specifically calls out investors with over $500K in investable liquid assets:

Financial advisor ad example

By saying this is for retirees with over $500,000 in investable assets, it increases the chances that only those with adequate assets held will click on the ad and convert into a lead.

This signals to the advertising platform’s algorithm that people who match this criteria are likely a good fit, and the algorithm will show your ad to more similar people.

You can use this technique to target almost any kind of investor you like. Including when targeting wealthy business owners, senior leads, and even high net worth annuity leads.

Additionally, the ad directly addresses potential investors’ interests by using language like “investment opportunities,” “portfolio growth,” and “high returns.”

Therefore, only those who are interested in investing and have the financial means to do so will engage with the ad, and the algorithm can more effectively target this audience.

7. Target high income households

High net worth Facebook ads

You can target the top-income and most expensive ZIP codes in the USA with both Facebook and TikTok ads.

If you know of areas likely to have high-net-worth clients, you can manually identify ZIP codes with high-income households. To find this information, you can use data sources like the U.S. Census Bureau or real estate websites.

However, in my experience, it’s easier to let Facebook or TikTok do the hard work for you by selecting the “top 5% of income in the US” category.

8. Single out specific interests of the wealthy

It’s important to understand your target audience’s specific interests and behaviors. Here are some interests that are commonly associated with the wealthy:

  • Luxury travel: High-income individuals often enjoy luxury vacations and travel experiences. You can target individuals interested in luxury travel brands, high-end hotels, or exclusive travel destinations.
  • Fine dining: The wealthy often have a taste for gourmet food and high-end dining experiences. Target individuals who have shown an interest in Michelin-starred restaurants, fine wine, and culinary arts.
  • Luxury fashion and accessories: High-end fashion brands like Gucci, Chanel, and Louis Vuitton are often associated with the wealthy. Target individuals who have shown an interest in luxury fashion, high-end watches, or designer jewelry.
  • Real estate: The wealthy often invest in high-end real estate and properties. You can target individuals interested in luxury home decor, high-end real estate listings, or exclusive gated communities.
  • Philanthropy: Many wealthy individuals are involved in charitable giving and philanthropic causes. Target individuals who have shown an interest in non-profit organizations, charitable giving, or social impact initiatives.

9. Target business travelers

Let’s face it: being able to travel around the world frequently is a luxury, and those with a high net worth are more likely to exhibit this behavior – Facebook and TikTok allow you to target this behavior for those who have their location turned on.

For example, you can target people who are:

  • Business travelers
  • Frequent international travelers

10. Carve out search behavior

One effective approach is to target individuals who have searched for specific luxury products or services online.

For example, if you’re a financial advisor, tax planner or wealth manager looking for HNW investors who need help with tax planning or retirement advice, you can target users who have searched for similar services or related products.

When using search behavior targeting to reach wealthy individuals on social media, keep the following tips in mind:

  • Know your audience: Understand your target audience and the luxury products or services they’re interested in so you can target the right search terms and create relevant ads.
  • Use specific keywords: Target keywords relevant to your product or service, such as “luxury watches” or “expensive hotels.”
  • Monitor and adjust: Monitor and tweak Your campaigns’ performance and targeting as needed to optimize your ads and reach the right people at the right time.

By leveraging search behavior targeting, you can reach a more refined and targeted audience on social media platforms. This can help you increase the effectiveness of your advertising campaigns and improve your ROI.

11. Mirror your converted leads

Mirroring your audience of warm leads if they are high net worth clients is a powerful way to expand your reach and target wealthy individuals with Facebook and TikTok ads. Here’s how you can do it:

  • Start by creating a list of your warm leads or clients with high income or investable assets.
  • Upload this list to Facebook or TikTok’s ad platform. This will create a custom audience of individuals already familiar with you, meaning that. 
  • Next, you’ll want to create a “lookalike audience” based on this custom audience. This will allow Facebook or TikTok’s algorithm to find individuals with similar characteristics and behaviors as your warm leads. To create a lookalike audience, you’ll need to specify your ideal wealthy customers’ location, age range, and interests.

By mirroring your audience of already warm leads, you can reach wealthy individuals likely to be interested in your brand. With the right targeting and messaging, you can convert them into loyal customers and grow your business.

12. Revise your message to market match 

People do not invest when they understand; they invest when they feel understood. That is why it is worth revising your “message to market match.” 

Message-to-market matching is the art of understanding your audience, their pain points, desires, specific needs, and identity. In the age of personalization, this can be easy to get wrong, and generic ad copy is the antithesis of such. 

Imagine you own a high-end jewelry store trying to sell a diamond necklace to a customer. You wouldn’t just throw a bunch of random chains in front of them and hope they choose the one you want to sell.

Instead, you would take the time to understand their tastes, preferences, and budget. Then, you would curate a selection of necklaces that you know would appeal to them and present them in a way that highlights their unique features and benefits.

That is a message-to-market match; the same goes for targeting high-net-worth investors with your ads. 

You can’t just throw a generic message in front of them and expect them to be interested. Success depends on researching and understanding their pain points and desires and then crafting a compelling message that speaks directly to that.

13. Target people by age

Age targeting on Facebook ads

Targeting specific age groups is a smart move for marketers looking to retain and generate high net worth leads, especially if your area of focus includes retirement and Medicare leads.

For instance, directing your marketing efforts towards individuals in their 50s and 60s who are approaching retirement can help you tap into an audience more likely to have disposable income and be interested in long-term financial planning.

By focusing on individuals in these age brackets who are interested in financial management, healthcare, and retirement planning, you can create a highly targeted audience that is more likely to convert into valuable leads and customers.

Combining age targeting with other relevant targeting criteria, such as interests, behaviors, and demographic information, is essential to creating a more nuanced and effective audience profile.

This strategy can help you better align your messaging and offers with your target audience’s specific needs and wants, ultimately leading to higher conversion rates and greater success for your company and your marketing campaigns.

In Conclusion

To target wealthy individuals on social media, Facebook and TikTok Ads offer various tools and tactics to help you achieve your goals. 

As I discuss in my free masterclass training, it is important to approach paid ads such as Facebook and TikTok Ads with the right strategy to increase your chances of success.

Here are examples of other financial advisors and wealth managers we’ve helped generate high-net-worth leads and clients.