Are your current retirement lead generation strategies not working as well as you’d like?

Are you putting in countless hours of hard work chasing leads only to find that your prospects do not know who you are or are interested in what you offer?

Are you tired of buying retirement planning leads and seeing little to no results?

If so, you’re not alone!

We’ve spoken with hundreds of financial advisors who have struggled to get high-quality retirement planning leads for many years.

But by following this simple strategy, they’ve been able to get high-quality retirement leads & appointments each month.

This strategy works for ANY business that needs high-quality appointments and we’ve had a lot of success doing this for financial advisors as seen in our case studies here.

In this article, I will be going over the 7 best lead generation tactics that financial professionals can use to generate quality retirement planning leads predictably each month in their firm.

Key points for busy financial professionals

Short on time? Here is an overview of how to get retirement leads: 

  • Facebook Ads

  • Search engine optimization (SEO)

  • An Online Presence

  • A Sales Funnel

  • Email Marketing 

  • LinkedIn

  • Buy Exclusive Retirement Leads

Deploying these 7 strategies will have you on due course to working with your desired kind of clients! Be sure to see my free training video for a visual on how these would look incorporated into your marketing workflow. 

As a financial advisor, it goes without saying that high-quality exclusive financial advisor leads that want to work with you are paramount. 

So I’m pleased to say that the strategies below work whether you are looking to generate medicare leads, insurance leads, 401K rollover leads or are even just looking to get senior leads in general. 

What are the best ways to get retirement planning leads?

Here are the top 7 ways financial advisors can get exclusive retirement planning leads:

1. Facebook Ads

Facebook ads

One of the most lucrative ways to generate exclusive retirement leads is via Facebook Ads. As I explore further in this video, when used correctly, you can cultivate exclusive leads that want to work with you to get help with a retirement plan.

The retiring generation, also known as Baby Boomers, prefers Facebook over other social media platforms.

Like many of us, the retiring generation uses Facebook to stay in touch with friends and family and share life events, including retirement. This makes Facebook a prime channel to target this demographic and generate leads with people looking for help with retirement plans.

On Facebook, you can target people aged 55+, 60+ or even 65+ in any location(s) of your choice. You can combine this demographic targeting with advanced ‘interest’ targeting options to target people who are looking for educational material on retirement.

Advanced targeting options are among the most significant benefits of using Facebook Ads.

This feature lets you focus on a specific audience, ensuring your advertising campaign is highly targeted and more likely to generate exclusive leads for your retirement services.

Pros of Facebook Ads for the Retirement Industry:

  • Predictable lead generation (with the right strategy)

  • Scalability

  • Exclusive leads

  • Cost-effective compared to other lead generation methods

Cons of Facebook Ads for the Retirement Industry:

  • Success depends on having an effective Facebook Ads strategy

2. Search engine optimization (SEO)


Baby Boomers are tech-savvy and often crave more information before making an important decision. 

They’re turning to the internet in droves to research and learn about new products and services. This makes Google and YouTube SEO (search engine optimization) critical players in reaching this demographic, as they already use these search engines the most.

With Google, enriching your website through SEO content can help improve your visibility and search ranking. When it comes to YouTube, creating educational videos highlighting your expertise and value will go a long way.

So if you’re looking to generate retirement leads for free, taking advantage of SEO’s potential is essential as it allows you to be seen by potential customers already looking for your services. 

Search tools like Surfer SEO can help you optimize your in-content SEO. Watch this free training video to learn more about how SEO can generate exclusive retirement leads.

Pros of SEO for Retirement Lead Generation:

  • Reaches decision-makers who are actively searching for retirement solutions

  • Generates leads from search engines like Google, YouTube, and TikTok

  • Provides a steady stream of leads over time as your content continues to rank well in search results

  • High-quality leads

  • Free leads (no need to pay for ads)

Cons of SEO for Retirement Lead Generation:

  • Takes time

  • Involves a learning curve, and hiring an SEO expert can be expensive

3. An Online Presence

Retirement Website Example

When targeting this demographic, it goes without saying that there is some competition. So, focusing on your first impression is essential. 

Your online presence is often the first impression potential leads will have of your business, and it can make or break whether they decide to work with you. 

By establishing a solid and trustworthy online presence, you can build credibility and trust with your target audience, increasing the likelihood that they will choose you over your competitors. The target audience in focus here values trustworthiness.

Additionally, an established online presence lets you showcase your expertise and offerings directly. 

You can strengthen your online presence with prospects by building a professional financial advisor website. On your site, it’s a good idea to explain solutions to possible problems retirees experience. You can also discuss how agents in your firm help retirees with various services such as life insurance, retirement plan design or long-term care.

Pros of an engaging online presence:

  • Increased reach through sharing good content

  • Builds trust with potential customers

  • Increases your leads conversion rate

Cons of engaging online presence:

  • Takes time to build up

4. A Sales Funnel

Funnel example

As a financial planner, you might have a website and social media pages that are well-designed and optimized for search engines. However, despite your best efforts to attract them with high-quality content, you may notice a high drop-off rate among your visitors.

This is where a sales funnel comes in. A sales funnel is a structured approach to guiding your visitors through becoming retirement leads. It helps you understand what’s causing the drop-off rate and enables you to make necessary changes to keep visitors engaged and moving down the funnel.

Utilizing a sales funnel platform like Kartra, you can monitor your visitors’ progress and ensure that they’re moving in the right direction. This increases the efficiency in lead generation and helps to organize the sales process, track and analyze sales performance, and enhance the overall customer experience.

Of course, there may be a learning curve when using the software effectively, but the benefits of implementing a sales funnel to generate retirement leads are too powerful to ignore. See this video if you want to learn more about how we can help you do this.

Pros of a sales funnel

  • Increased efficiency in lead generation

  • Better organization of the sales process

  • Enhanced tracking and analysis of sales performance

  • Improved customer experience

Cons of a sales funnel:

  • Learning how to use the software effectively can be confusing

5. Email Marketing

Email marketing

Email marketing is an effective way to reach the retiring demographic because it is a platform they are comfortable with, and it allows businesses to communicate with them personally and directly. 

With email marketing, you can also track and analyze your performance, making it easier to determine what is working and what isn’t. Email marketing is also highly customizable, which means you can tailor your message and content to your audience’s specific needs and interests.

Pros of email marketing for baby boomers:

  • High engagement rates, with many baby boomers checking their emails multiple times a day

  • Allows for personalized and direct communication with subscribers

  • Segmentation capabilities make it easier to create tailored messages that resonate with different groups

  • Cost-effective compared to other marketing channels

Cons of email marketing:

  • Requires ongoing effort to maintain a high-quality email list and create compelling content that resonates with subscribers

6. TikTok Ads

TikTok Ads

While TikTok may be primarily associated with younger generations, it’s also becoming an increasingly popular platform for older generations. This means it can be a powerful tool for generating leads from the retiring age.

TikTok ads place sponsored videos or display ads between users’ content in the “For You” feed and in users’ search results, profile pages, and famous sound and hashtag pages.

Much like Facebook Ads, you can target your desired audience based on demographics, interests, behaviors, and device type, making it a valuable tool for pinpointing your audience. 

TikTok is an exciting new avenue that is just waiting to be explored. For example, check out this video testimonial from one of our financial advisor clients who has successfully used TikTok ads to get high-quality leads with wealthy individuals and families over the age of 55+ who need help with retirement plans.

To learn how you can use TikTok ads to get exclusive retirement leads, check out ‘Step 4’ of my Free Masterclass Training.

Pros of TikTok Ads:

  • Video ad format builds trust more rapidly than text-only ads

  • Effective for brand awareness and engagement

  • 2-5x cheaper than Facebook ads

  • Has over 9 million active users over the age of 55+

Cons of TikTok Ads:

  • TikTok’s audience isn’t as large as Facebook & Instagram ads

7. Buy Exclusive Retirement Leads

AI sales

When generating retirement leads, buying leads is a quick and easy solution. However, it’s important to remember that purchased leads may need to gain knowledge of your company or why it’s the best choice for them. This can result in wasted time and effort trying to contact these leads with little success.

That said, buying leads can be a viable option for businesses just starting and looking to build testimonials and reviews. However, it should play a minor role in your long-term lead generation strategy.

As shown in this free training video, creating your own exclusive retirement leads is the ideal solution, and various lead generation methods are available. Establishing a robust online presence and using a sales funnel and CRM platform like Kartra can help guide prospects through becoming leads efficiently. 

Pros of buying retirement leads:

  • Fast way to get leads

  • No need to do your marketing

  • Quick to set up

Cons of buying retirement leads:

  • Can be expensive

  • You might have to spend a lot of time chasing leads

  • The leads can be shared with other companies at times

  • Not all leads are high-quality

In Conclusion

Generating retirement leads requires a multifaceted approach that utilizes various strategies to target and engages with the Baby Boomer generation. The retirement industry is competitive, and it takes more than one marketing tactic to stand out in contemporary times. 

The 7 lead generation tactics mentioned above can help you effectively generate high-quality and exclusive leads.

Facebook Ads, SEO, an online presence, a sales funnel, email marketing, TikTok, and buying exclusive retirement leads are great ways to target the retiring population and generate exclusive retirement leads.

Remember, each strategy has pros and cons; what works best for one business may not necessarily work for yours. By experimenting with these different strategies and analyzing their effectiveness, you can identify the most suitable methods that match your needs. 


Is using the internet an effective way to reach baby boomers? 

Yes, using the internet can be an effective way to reach baby boomers. Baby boomers are the generation born between 1946 and 1964, and while they may not have grown up with the internet, they are becoming increasingly tech-savvy and are using it more and more in their daily lives.

In fact, according to a 2021 study by the Pew Research Center, 91% of baby boomers use the internet and 68% use social media. This means that there is a large audience of baby boomers that can be reached through online channels such as social media, email marketing, search engines, and display advertising.

What kinds of online media do baby boomers react best to?

According to a GlobalWebIndex study they’re spending an average of 27 hours per week online and using a range of digital platforms.

While search engines and social media are popular, baby boomers still prefer traditional forms of online media like websites and email marketing. In fact, 87% of them use email regularly and are more likely to read personalized and well-targeted emails.

Video content is also on the rise, with 60% of baby boomers watching videos online, with YouTube being their preferred platform. 

Mobile usage is also growing, with 51% of baby boomers using smartphones and tablets to access the internet. To reach this demographic, you should focus on a mix of traditional and digital media, with a priority on personalized content and mobile accessibility.

Do baby boomers use TikTok?

TikTok already has over 9 million users over the age of 55, and that number is growing exponentially.

TikTok is set to become one of the largest search engines online next to Google and YouTube. This means that this demographic is stepping towards TikTok in a bid to get bite-sized information on certain topics.

If you are looking to target this demographic on TikTok, creating simple and informative content that has a strong CTA will go a long way in advertising on this platform.