Attracting Estate Planning Clients: Growth Strategies - NewLaw

Attracting Estate Planning Clients: Strategies for Growth

In the competitive field of estate planning, standing out and attracting the right clientele is crucial for the success and growth of your practice. The estate planning market landscape is evolving, with clients seeking not only legal expertise but also a personalized and trustworthy advisory relationship. 

This article dives into effective marketing strategies, networking techniques, and client engagement practices that are essential for estate planning lawyers aiming to broaden their client base. By focusing on building trust and demonstrating value through educational content, client testimonials, and tailored service offerings, attorneys can significantly enhance their appeal to potential clients.

A most important note: focusing on marketing to get estate planning clients, or attracting new estate planning clients, before you know how to get hired by estate planning clients at a fee that is based on a high value outcome is going to be a waste of your time and money. 

Until you can engage your clients consistently -- at least 80% of the people you meet with -- at a fee range that is on average $4k-$6k per client (full range is $2k-$10k to deliver on a plan that works) and deliver a highly valuable service that is differentiated from AI, online legal document services or “cheap legal”, only use “free marketing” where you can leverage your time while you master your system for engaging clients consistently.

How to Attract More Estate Planning Clients: Proven Strategies and Tips

I. Introduction

Having a solid client base is the cornerstone of a thriving estate planning practice. In today's dynamic legal landscape, understanding the market and leveraging innovative strategies to attract clients is more important than ever. This article provides estate planning attorneys with actionable insights to grow their practice effectively.

II. Networking and Referrals

The power of professional and personal networks cannot be overstated in the estate planning field. Attorneys should actively engage with their community, participate in local events, and join relevant organizations to increase their visibility.

Establishing referral systems with financial advisors, accountants, and other lawyers can also be a significant source of new business. These professionals often encounter clients who need estate planning services, making them ideal referral partners. Creating mutually beneficial relationships with these professionals ensures a steady stream of clients.

In addition, Business Network International (BNI) is a global networking organization that offers a structured and supportive system of giving and receiving business referrals. Established in 1985, BNI operates on the principle of "Givers Gain," encouraging members to build meaningful professional relationships by providing business leads and referrals to one another. This model is based on the idea that helping others can lead to mutual success.

BNI provides a consistent and structured framework for networking, typically through weekly meetings. These meetings allow members to present their businesses and services to other members, ensuring that all participants understand the scope of services offered by each member, including estate planning attorneys. This regular interaction fosters a deep understanding and trust among members, which is crucial for generating high-quality referrals.

In most BNI chapters, only one person from each professional specialty is allowed to join, ensuring exclusive access to referrals for that category. This means that if you join as an estate planning attorney, you're likely to be the only member receiving referrals for estate planning services. This exclusivity minimizes competition within the group and maximizes referral opportunities.

For estate planning attorneys, BNI offers a unique blend of structured networking, exclusivity, professional development, and community support, making it an excellent platform for expanding their client base. The organization's focus on generating meaningful referrals through trusted relationships aligns well with the nature of estate planning services, which rely heavily on trust and personal connections. Joining BNI can be a strategic move for estate planning attorneys looking to grow their practices through referrals and professional networking.

At New Law Business Model, we provide each of our Personal Family Lawyer (PFL) firms a plan for creating referral relationships and partnerships so our attorneys can best utilize networking groups like BNI and others.

IV. Digital Marketing Strategies

In the digital age, an effective online presence is vital for reaching potential clients.

For estate planning attorneys who are just starting out, we recommend first establishing an organic social media presence on platforms like Facebook, Instagram, Twitter, and LinkedIn. Organic social media marketing on platforms like Facebook (META) allows attorneys to connect with their audience by sharing valuable insights, news, and updates related to estate planning.

In addition, your local Google listing is both free and helpful for those searching for your services in your close proximity.

Once your website and intake systems are set up according to the plan you’ll learn as a PFL, we recommend our lawyers layer on local paid search (Google ads) and paid social (META and LinkedIn ads).

Paid social media campaigns can target specific demographics, ensuring that your message reaches the right audience. Paid search advertising (Google Ads) can capture the attention of people actively searching for estate planning services.

Search Engine Optimization (SEO) enhances your website's visibility for relevant queries. By optimizing content with the keyword "estate planning + [your location]," you can attract more organic traffic to your site over time.

V. Building Trust and Credibility

Client testimonials and reviews serve as social proof, reassuring potential clients of your expertise and service quality. Featuring these prominently on your website and social media channels can significantly impact decision-making.

Hosting live events and webinars offers a platform to demonstrate your knowledge and engage with potential clients directly. These events provide an opportunity to address common estate planning questions and showcase your approach. We recommend hosting free live events with the sole purpose of perfecting your presentation. When you reach a conversion rate of 50% from your warm audiences, you can put some marketing dollars behind those events and attract colder traffic.

Publishing informative content on your website or blog positions you as an authority in the field. Articles, guides, and FAQs help demystify estate planning for your audience, building trust and encouraging them to reach out for personalized advice. We recommend writing one article per week that can be turned into an email, a video, and some short-form content for social media. The purpose of this weekly newsletter is to drive traffic back to your website and encourage people to accept your offer for an in-person planning session. This framework is central to our work at New Law Business Model.

VI. Enhancing Client Experience

The client experience begins the moment someone contacts your office and extends beyond the conclusion of their case. Streamlining the consultation process, ensuring it's straightforward and welcoming, sets the tone for the entire relationship.

Providing exceptional service means being responsive, empathetic, and thorough. Personalized attention and clear communication go a long way in ensuring client satisfaction.

Follow-up strategies, such as sending personalized emails or newsletters, keep your practice top-of-mind and encourage referrals and repeat business.

Ali Katz, founder of New Law Business Model, has developed a Life and Legacy Planning Process that outlines this for our members in further detail. The purpose of your in-person planning session is to create such a “WOW!” experience that our lawyers could never be replaced by cheap alternatives like artificial intelligence. Premium clients want a premium experience, which is a huge part of your training as a Personal Family Lawyer.

VII. Conclusion

Attracting new clients in the world of estate planning requires a combination of strategic marketing, effective networking , and excellent service delivery. By understanding your target audience, leveraging digital marketing tools, building trust and credibility, and enhancing the client experience, you can establish a thriving estate planning practice and build it into a business you love. 
Implementing these strategies will not only help you grow your client base but also position you as a trusted authority in estate planning. Now is the time to take action and see your practice reach new heights. Get started by speaking to a Law Business Advisor.

In conclusion, growth in the estate planning field is attainable with the right approach. By adopting the strategies outlined in this guide, estate planning attorneys can attract more clients and lead thriving practices. Remember, the key is to consistently demonstrate value, build trust, and maintain a client-centric approach.