Are you looking to target wealthy individuals or families to get access to high net worth investor leads with people who actually WANT to work with you?
If so, you may have found that targeting wealthy investors is challenging.
It’s almost like trying to find a needle in a haystack!
But they are there and you can target them once you know how.
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.
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 all tactics for the best result
And the top 3 marketing channels where you can target high demand, wealthy individuals are:
TikTok Ads (yes, on TikTok you can target HNW individuals with good results. Here’s a real-life example)
Google & YouTube SEO
Adroll (target people on Forbes, Investing websites, Yahoo! Finance + much more)
And finally, for best results, it’s important you 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 goes through how to do this in more detail.
As with anything in life, a little investment of your time, money and focus can generate huge returns.
Where can I target high net worth clients?
Contrary to popular belief, high net worth clients are using social media, Google, and YouTube just like any other normal everyday person. And if they’re on Google, YouTube or social media – that means you can target them too!
Because I help lots of financial advisors and wealth managers generate leads with high net worth individuals, I have first-hand experience with targeting this audience.
In general, here are the top channels that generate high quality leads:
When it comes to generating high converting leads, Facebook Ads is undoubtedly one of the top channels.
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 are looking to target HNW individuals, Facebook Ads will become one of the most vital sources of these kinds of leads.
Keep in mind that most of the negative feedback that you will hear about Facebook Ads are from individuals that have not figured out the best approach.
To learn more about using Facebook ads to generate high quality lead sand sales appointments, click here to watch my free Masterclass training.
As TikTok continues to gain popularity across all age groups, it is now getting increasingly popular with people aged 55+ who have over $1 million in investable assets.
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.
Google SEO (Search Engine Optimization)
When it comes to generating high-quality leads, few channels can match the power of Google SEO.
By optimizing your website and content for search engines, you can attract highly targeted traffic from people actively searching for your products or services. This traffic is often of a higher quality because it’s more likely to convert into leads and customers.
Plus, because SEO is a long-term strategy, the leads generated from SEO are often more sustainable and cost-effective over time.
So, if you’re looking to generate high-quality leads, investing in Google SEO is a smart move.
To learn how to generate free organic wealthy investor leads, see ‘Step 4’ of my free Masterclass training.
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 your advantage.
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 assets.
What are the best ways to target high-net-worth investors on social media?
As you saw in my list above, Facebook ads & TikTok ads are the best social media channels to target high net worth investors.
Even though they are completely different platforms, from an advertising perspective, both channels work in almost exactly the same way.
Tip: You can learn more about how to generate high quality leads on TikTok & Facebook ads in ‘Step 4’ of my free Masterclass training here.
Here are some of the ways you can target high net worth individuals on Facebook ads and TikTok ads:
1. Directly address wealthy individuals in your ad
When you directly address high net worth individuals in your ads, you increase the chances of reaching the right people and 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:
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 platforms algorithm that people who match this criteria are likely a good fit and the algorithm will show your ad to more similar kinds of people.
You can use this technique to target almost any kid of investor you like. Including investors with over $1 million in investable assets.
Additionally, by using language like “investment opportunities,” “portfolio growth,” and “high returns,” the ad directly addresses the interests of potential investors.
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.
2. Target high income households
With both Facebook and TikTok ads, you are able to target the top-income and most expensive ZIP codes in the USA.
You can also manually identify ZIP codes in your area with high income households if you know of areas that are likely to have high net worth clients. You can use data sources like the U.S. Census Bureau or real estate websites to find this information.
However, in my experience, it’s just easier to let Facebook or TikTok do the hard work for you by selecting the “top 5% of income in the US” category.
3. Single out specific interests of the wealthy
It’s important to understand the specific interests and behaviors of your target audience. 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 who have shown an interest 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 who have shown an interest 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.
4. 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 kind of behavior – Facebook and TikTok allow you to target this behavior for those that have their location turned on.
For example, you can target people who are:
Frequent international travelers
Combining this tactic with others mentioned in this article will allow you to get your ad message directly across to your desired market. For example, combining this with targeting search behavior where individuals have searched for luxury travel destinations, such as private islands, high-end hotels, or luxury resorts.
5. 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: Make sure you 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 specific keywords that are relevant to your product or service, such as “luxury watches” or “expensive hotels.”
Monitor and adjust: Keep an eye on how your campaigns are performing, and adjust your 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.
6. Mirror your converted leads as a lookalike audience
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 who have a high amount of 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 who share 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 who are likely to be interested in your brand. With the right targeting and messaging, you can convert them into loyal customers and grow your business.
7. 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, and 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.
8. Target people by age
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 that is more likely to have disposable income and be interested in long-term financial planning.
By also honing in 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.
It’s essential to combine age targeting with other relevant targeting criteria such as interests, behaviors, and demographic information to create a more nuanced and effective audience profile.
This strategy can help you better align your messaging and offers with the specific needs and wants of your target audience, ultimately leading to higher conversion rates and greater success for your company and your marketing campaigns.
To target wealthy individuals on social media, Facebook and TikTok Ads offer a variety of 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 if you want to increase your chances of success.
You can see examples of other financial advisors and wealth managers we’ve helped generate high net worth leads and clients here.
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.