Attracting millennial and Gen Z clients presents a major opportunity for financial advisors. However, traditional client acquisition approaches often fall flat with these new generations. Advisors must rethink prospecting and outreach strategies to grow their book of business organically.
This article explores four proven methods to target millennials and Gen Z as an advisor effectively. By diversifying lead generation, tapping into influencers, leveraging generational connections, and embracing technology, you can position your services to resonate with younger investors.
Employ A Mix Of Digital Prospecting Tactics
A multifaceted digital approach works best for connecting with tech-savvy millennials and Gen Z. Relying solely on referrals or seminars has minimal impact. You need an omnipresent brand across various online platforms.
For instance, actively maintain profiles on Instagram, Facebook, LinkedIn, Twitter, YouTube and TikTok. Share engaging financial tips, market your services, and run targeted ads. Videos specifically perform well on TikTok and Instagram Reels. Produce bite-sized clips highlighting money strategies or portfolio allocations.
Webinars and online workshops also make attendance frictionless for younger prospects without commutes. Consider hosting virtual events to position your expertise. Publishing weekly blog posts further establishes authority. Write helpful articles around personal finance topics relevant to millennials and Gen Z. remember to optimize each piece for search engines.
Email newsletters represent another underutilized channel. Curate and distribute monthly newsletters with market updates, advisor tips, and lifestyle content. Catch readers’ attention with compelling subject lines. To re-engage visitors, run customized retargeting banner ads across websites after they leave your site. Retargeting dramatically lifts conversion rates by keeping your brand at the top of your mind.
Casting a wide net across multiple digital platforms puts your services front and center with millennials and Gen Z through dedicated outreach. Meet them where they already spend time online.
Work With Relevant Influencers
Another client acquisition strategy involves collaborating with social media influencers. Millennials and Gen Z highly value recommendations from the influencers they follow over traditional media.
Start by identifying micro-influencers in your niche with 10K to 100K truly engaged followers.
Reach out to set up promotional partnerships. You may be able to get featured in Instagram stories or YouTube videos. Negotiate sponsored posts where the influencers are transparent about creating content highlighting your services in exchange for compensation.
Influencers can also promote contests and giveaways, offering prizes like gift cards to their audience and driving more entries. In return, ask them to provide video testimonials that showcase their positive experiences. Feature these reviews prominently on your website and social channels to build credibility.
You might also consider pitching yourself as a guest for relevant podcasts with millennials and
Gen Z appeal. Discuss personal finance topics and include a strong call to action. Position yourself as an authority.
Collaborating with influencers gives you direct access to millennials and Gen Z. Becoming a trusted expert within their communities accelerates growth.
Leverage Your Book Of Business
Another angle leverages existing Boomer and Gen X clients to reach their millennial and Gen Z children or relatives. These cross-generational strategies create warmer introductions:
– Actively encourage referrals by offering rewards when current clients refer younger family or friends who become prospects.
– Allow faithful clients to gift free monthly newsletter subscriptions or ebook downloads to younger contacts interested in financial advice.
– Tout your experience helping older generations plan for retirement during outreach. Younger prospects want guidance from seasoned advisors.
– Blog about navigating tricky financial discussions between parents and adult children. Present yourself as an impartial mediator.
– Volunteer as a speaker to offer free financial literacy talks at local high schools, colleges, and youth community centers. Hand out branded items.
Getting face time with parents exposes you to their children. Adapt messaging across generations while tapping your current client network.
Embrace Technology To Streamline Outreach
Lastly, technology removes roadblocks when attracting and onboarding millennial and Gen Z clients. As digital natives, they expect seamless, tech-driven processes.
Leverage hyper-personalized messaging in your outreach. Use data-driven insights to tailor communications based on interests, behaviors, and demographics. Chatbots also qualify leads, schedule meetings, and handle FAQs 24/7 before handing them off to humans.
Allow prospects to initially engage via text before transitioning them to email or phone. Send targeted social media ads to defined segments. And develop an online knowledge center of accessible videos and articles for self-service learning.
Once signed on, provide clients with portal access to documents, account statements, and real-time net worth on-demand. Enable paperless management.
Optimizing workflows with technology eliminates friction when connecting with younger prospects. It also allows current clients to self-serve information.
Get More Clients for Your Firm
We covered several proven techniques to attract millennial and Gen Z clients in this article – let’s review them:
Diversify lead generation across digital channels. Actively reach younger prospects on social media, blogs, email, and through retargeting. Make your brand impossible to miss online.
Partner with relevant influencers to get exposure among their engaged followers. Position yourself as a trusted expert in their communities.
Leverage generational connections through current clients for warmer introductions. Highlight experience advising older generations.
Embrace technological tools to enable self-service, 24/7 accessibility, and frictionless prospecting. Automate and streamline workflows.
While securing referrals from your book of business remains important, expanding prospecting approaches is vital to capturing the millennial and Gen Z market.
Solutions like AdvisorConnect allow further optimization of client acquisition. This turnkey platform from KapitalWise builds your brand across social media through content marketing. It generates prequalified leads by matching prospects to ideal advisors based on specialties, location, and other factors.
AdvisorConnect streamlines social media, CRM, email nurturing, and analytics into a centralized hub to attract millennials and Gen Z. The customizable widget can also be installed on your website to convert high-intent traffic.
With the right mix of prospecting strategies tailored to new generations, advisors can rapidly scale their book of business. Don’t wait as competitors race to lock down these valuable long-term clients.
