For financial advisors, maintaining strong client relationships and attracting new prospects are crucial for ongoing success. Even during slower seasons, engaging in creative events and activities can help maintain momentum for your practice throughout the year.
In a recent episode of the Rainmaker Multiplier on Demand podcast, Grace Nicholson and Nikki Glynn shared their innovative ideas for leveraging events to strengthen client bonds and generate new leads.
The Power of Unique Events
Grace Nicholson, lead financial advisor and owner of Akamai Advisors, repeatedly emphasized the impact of distinctive events to connect with current clients and prospects:
“We can do all we want on lead generation and finding new prospects but nurturing these people who are already in our circles and just getting to know them better on that deeper relationship level is really important.”
Advisors like Grace who specialize in working with women, widows, and divorcees can use events like these to connect with their target audience and differentiate themselves. She argues “I think women want to feel very comfortable and close to their professionals,” and by holding memorable events like overnight retreats, “they really get to know you as a person and not just as a professional.”
Generating Referrals Through Memorable Client Events
Holding unique and memorable client events also gives you a unique opportunity to generate strong referrals. In Grace’s experience, “The referral really goes a long way when it’s coming from someone who says, ‘This is one of the most enriching experiences I’ve ever had.’”
Nikki Glynn, marketing director at JL Smith Holistic Wealth Management, echoed this sentiment by saying, “Your clients are your biggest cheerleaders. They’re your front row. But when you plan fun events that are exciting for them to come to, they want to bring people with them. It’s just a fun, cool way for them to introduce their closest pals to us. ”
Creative Event Ideas for Financial Advisors Year-Round
Both advisors shared unique event concepts that have proven successful throughout the year, here are some examples:
Multi-Day Retreats
Grace’s firm hosts retreats featuring activities like vision boarding, art projects, yoga, and personal development workshops. These events create deep connections and memorable experiences.
Cooking Classes
Nikki plans themed cooking events, inviting high-level clients to bring prospective couples. “We insert ourselves in there beside the prospects and our advisors… it’s just a lot of fun, a lot of laughter,” Nikki shared.
Spa Days
Nikki recounted a successful event where they rented out a hotel conference center for a day of pampering and education. “By the end of the day, you have raving fans,” she noted.
Movie Nights
Whether at a drive-in during warmer months or an indoor theater when it’s cold, movie events can be a fun way to engage clients and prospects.
Beneficiary Events
Grace plans events focused on educating clients’ beneficiaries to get them to understand how important the responsibility of bearing their loved ones’ financial legacy is.
Community Shreds
These practical events can be timed around tax season or back-to-school season or after-tax time, offering a valuable service to clients and the community.
Seasonal Activities
Consider events that align with the time of year, such as sailing in the summer or holiday-themed gift workshops in winter.
Planning Successful Financial Advisory Events: Five Key Tips
When organizing these events, keep the following tips in mind:
- Define your success metrics in advance (Grace aims to get five new clients from each retreat she holds)
- Start planning ahead of time (Grace recommends at least six months for larger events)
- Tailor events to your target audience
- Leverage community partnerships and vendors
- Collect feedback and testimonials
As Grace pointed out, “The biggest reason why you should do it is the feedback that you’ll get from the people who attend… We’ve had testimonials like, ‘This is one of the most life-changing weekends I’ve ever had.'”
Getting Started with Client Appreciation Events
If you’re new to hosting client appreciation or lead generation events in your financial advisory practice, Nikki advises starting small and going from there once you get your feet wet.
Consider forming a client advisory board once per quarter or making it a priority to regularly ask clients what their interests are in your meetings with them. This will help you get insights that will help generate ideas all year round for events.
Adapting Financial Advisory Client Events to Different Seasons
While some events may be better suited for certain times of the year, the key is to maintain a consistent calendar of engaging activities. Some examples for spring and summer include outdoor activities like gardening workshops or sporting events. Whereas fall and winter are perfect times to do harvest festivals, end-of-year tax workshops, holiday gatherings, and indoor communal classes like paint-and-sips.
Generating engagement and referrals with creative events
By investing time and creativity into events throughout the year, you can strengthen client relationships, generate quality leads, and keep your practice’s momentum going strong regardless of the season.
Remember, as Grace noted, “Who else is doing that with these people? The referral really goes a long way when it’s coming from someone who says, ‘This is one of the most enriching experiences I’ve ever had.'”
At C2P, we are committed to supporting financial advisors with the knowledge and tools needed to enhance their client relationships and business outcomes.
Listen or watch the full podcast episode on innovative client appreciation and prospecting events for more detailed advice and strategies:
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For Financial Professional Use Only
The information provided in this presentation is not intended as investment advice or legal advice. The information provided is for informational and training purposes only. The information in this presentation was accurate as of the time the material was created. Tax laws and rulings can frequently change. Please discuss the client’s current situation with an accountant or tax advisor.