Summer can be a challenging time for financial advisors. Whether intentionally or by instinct, many people put their finances on hold during the summer and turn their attention to enjoying the nice weather and their vacations. Most financial advisors know this and strive to get ahead on their production goals before Memorial Day so they, too, can ease up a bit afterward and enjoy summer themselves.
That’s fine, but it doesn’t mean you need to put your business on autopilot over the summer – nor should you! Doing so could potentially undermine all the effort you put in to get ahead and then leave you scrambling to catch up again after Labor Day.
The good news is that, with a little planning and creativity, you can continue attracting and writing new business all summer while still taking plenty of time out for yourself to enjoy the season. This is especially true if your marketing and practice management efforts are strategically aligned, and you have a good team and are delegating properly.
Strategic Scheduling
For starters, it’s best to put some careful thought into how you plan your downtime around your business over the summer. For instance, perhaps instead of taking three weeks off in a row for your vacation, it makes more sense to take off the first week of June, July, and August.
Or let’s say you have new summer obligations like coaching your child’s Little League team. In that case, maybe it makes sense to work shorter days in the summer and to be honest with clients and prospects about why you’re doing so. They are sure to understand, and most will work with you to accommodate your summer schedule.
Seek and Seize New Opportunities
As for marketing, while getting prospects to attend a workshop or dinner seminar can be tough in the summer, there are numerous other ways to ensure you continue generating fresh leads from late May to early September. Here are seven examples:
- Leverage Outdoor Events
Consider organizing casual client-centered events like barbecues, picnics, or golf outings. Planned and executed properly, these events can help you strengthen client relationships while also uncovering new opportunities for internal business and generating a wealth of high-quality referrals.
- Seasonal Themed Content
Tailor your ongoing marketing efforts to reflect summer themes. Create blogs, newsletters, and social media posts that address summer-related financial topics such as vacation budgeting, traveling expenses, or planning ahead for fall. This seasonal relevance can capture attention and resonate strongly with clients and prospects.
- Social Media Engagement
Summer is a great time to ramp up your social media activity. Share photos and stories from your events, post educational content, and engage with your audience through polls and Q&A sessions. Highlighting your firm’s community involvement and personal touches is a great way to strengthen your brand impression and visibility.
- Summer Promotions
Launch seasonal promotions. Offer a complimentary financial review or a discount on certain services for people who take advantage during the summer. Limited-time offers can create a sense of urgency and motivate more people to take action.
- Collaborate with Other Businesses
Consider co-hosting an educational workshop with a local estate planning attorney or tax professional. These collaborations can provide mutual benefits and introduce your brand and services to a new audience.
- Personalized Client Communication
Though people are typically busier and more distracted in the summer, maintaining regular, personalized communication with clients is still crucial. Send personalized emails or make phone calls to check in. This can go a long way in maintaining strong client relationships and ultimately generating unsolicited referrals.
- Utilize Holidays for Client Appreciation
Summer holidays like Independence Day and Labor Day offer great opportunities to show appreciation to your clients. Send holiday-themed cards or small gifts, or – as noted above – host a special client appreciation event. These gestures, properly planned and executed, can strengthen client loyalty and, again, generate fresh referrals!
Conclusion
Everyone wants to enjoy their summer, but doing so shouldn’t mean ignoring your marketing efforts and potentially falling behind on your goals by fall. With proper planning, strategizing, and a little creativity, you can take time off and have a great summer while also knowing that your business is – far from falling behind – moving full steam ahead!
