5 Ways To Engage Clients During Market Volatility

Volatility is part of investing. But when headlines are loud and the markets are down, your silence can speak louder.

According to a YCharts survey, 75% of clients who left or considered leaving their advisor cited a lack of communication. Yet when volatility hits, many advisors feel stuck: unsure of what to say, how much to say, or whether to say anything at all.

This is when your voice matters most. Not to explain every market movement, but to remind clients why they’re invested in the first place. Your message doesn’t need to predict what’s next—it needs to put this moment in perspective. These five strategies can help you communicate clearly and effectively while reinforcing your long-term value.

1. Reframe The Message: Long-Term Calm Vs. Short-Term Noise
   Instead of issuing market commentary that spotlights recent drops, anchor your communication in long-term data that shows how the market has behaved historically. Use messaging that echoes Sir John Templeton’s famous warning: “The four most dangerous words in investing are: ‘This time it’s different.’” 

   Consider sharing these facts:

• • Since 1980, the S&P 500 has experienced an average intra-year drop of nearly 14% yet ended the year positive in 75% of those years (according to J.P. Morgan).
  • In 2020, the market fell over 30% in a matter of weeks and then recovered to reach new highs within six months.
  • If you held U.S. stocks for any 20-year period from 1872 to 2024, it resulted in positive returns (according to the website Measure of a Plan).

These kinds of statistics help clients see beyond the day-to-day headlines and better understand why staying invested has historically rewarded patient investors.

2. Use Your Website As A Confidence Hub
   Create a dedicated section on your site that hosts not just market updates, but timeless content about investing during uncertainty. Consider naming it something like “Market Perspectives.” 

   Here you can add items like these:

• • A short video where you walk through common behavioral traps during volatility;
  • Charts showing the danger of missing the market’s best days (for example, missing the top 10 days over 30 years cuts returns in half); and
  • A downloadable PDF with key takeaways on diversification, dollar-cost averaging and long-term performance.

When clients feel nervous, give them a calm place to return to—one that reinforces your perspective, not the news cycle.

3. Send The Message Proactively
   When markets move, your clients will notice. Don’t wait until they reach out. A timely email with a steady tone can go a long way in reducing anxiety. 

   Here’s what you can say:

• • “We’ve built your portfolio with times like this in mind. Volatility is a normal part of the market cycle.”
  • “Remember: Recoveries tend to come quickly and unpredictably—78% of the best days in the market occurred during or just after downturns.”
  • “Staying the course can feel difficult, but historically it has been the most effective strategy.”

Keep it short and sincere. You’re not writing a forecast—you’re offering perspective and stability.

4. Host Perspective-Focused Webinars (Not Market Forecasts)
   If you want to go deeper, invite clients and prospects to a webinar focused on mindset and strategy. Skip the predictions and focus on what history has shown us:

• • Bear markets are typically shorter than bull markets.
  • Missing just a few of the best days significantly reduces returns.
  • Diversification helps manage risk even when asset classes rotate year to year.

Title the session something like “What History Teaches Us About Volatility” and make it educational, visual and grounded in real data. It’s also a great way to engage prospects who are questioning their current advisors.

5. Offer Second-Opinion Reviews
   Uncertainty creates opportunity. Many investors begin to question their financial plans—especially if they’re not hearing from their advisors. This is a natural time to extend a second opinion offer. 

   How to phrase it: “If you have a friend or family member who’s unsure about their current plan, I’m happy to offer a no-pressure review. Sometimes just having someone walk through the strategy can offer clarity and confidence.”You’re not selling. You’re being of service—and setting yourself apart from advisors who go silent when clients need them most.

The Bottom Line
Volatility always feels different in the moment. But history shows us it rarely is. The advisors who lean into communication during these times aren’t just retaining clients—they’re gaining new ones.

Don’t try to be a market forecaster. Be a trusted voice of perspective. When the dust settles, those are the advisors clients remember.