Today’s senior citizen is as likely to be practicing yoga and volunteering with the Peace Corps as they are starting up a new business or taking a leadership role in a local not-for-profit.
In other words, they are not the grandparents of twenty or even ten years ago. They are more active, more likely to be working past age 65, by choice or necessity, and you can believe they are not headed to play shuffleboard unless there’s nothing else to do.
Baby Boomers, now in their mid to late sixties, are re-defining what it is to be a senior citizen. Your marketing needs to keep pace with them and reach them in ways that work for their generation.
Today’s seniors have a different set of expectations when it comes to being contacted by professionals. Unless your estate planning practice is pursuing 80 year olds, a mid-morning workshop offering free Danish and coffee may not draw the way it once did. An evening that includes an excellent dinner at a premiere restaurant with a promise of a short presentation may draw them – after all, financial advisors are still sending out those invitations – but that may be cost prohibitive for your practice.
Your best bet?
A steady flow of informative materials, using digital and print formats, that reaches prospects on a consistent basis. That may include a workshop, but the campaign is anchored by an informative and welcoming website that features videos and incorporates responsive design, which is complemented by an on-going series of email messages that are supported by print and digital brochures, all of which are coordinated by our E2-CRM (Contact Relationship Management software system).
If that’s a tongue twister, say it a few times until you have it right. These are the key elements of an estate planning practice that is busy and growing.