Estate Planning as a Growth Strategy: How Advisors Can Turn Estate Conversations into New Clients

So we got the slides up here. Alright.

So lots of wealth dot coms. I love it. Thank you so much, everyone. And, Dan is gonna tell us more about wealth dot com and how it will help you to get this done as we, go through this today. If you’re not familiar with FMG, maybe I’ll start there really quickly. FMG is an all in one marketing platform built specifically for this industry for financial advisers, and we work with financial advisers to help you with your organic growth strategy across everything from your website to email, social media, you know, email campaigns, everything you could really imagine to make marketing work. And, Dan, you wanna give a quick elevator pitch if someone’s not familiar with wealth dot com?

Yeah. Absolutely. So wealth dot com, we are the industry leading estate planning platform, and we recently introduced tax planning earlier this year. We’re fresh off our series b, two weeks ago led by Schwab and Google Ventures. We are the only approved estate planning platform across all three broker dealers, and we’d love to have a conversation with you if you’re not familiar with wealth dot com or offering estate planning.

Awesome. Okay. Well, let’s go ahead and get started. So here are the things you are going to know or learn by the end of this time.

We wrote an hour. We’re gonna try to keep it to forty five minutes because I know many of you, forty five minutes is the sweet spot. But, you know, estate planning, and when we look at what are people hoping to get from their conversations with their adviser, estate planning, tax planning consistently come up, yet the number of people who feel like they’re actually getting it is low. So we know it can be such a growth lever.

So we’re gonna talk about how to do that, how to create to use it as a conversation starter, what it looks like in marketing in terms of, you know, actual examples we’re gonna show you from other advisers, and what campaigns that you might want to use. So let’s go ahead and dive in. The other thing I just wanna mention is this is what we do at FFG all the time. We create campaigns that will help you talk about these things with prospects and clients.

So for just for signing up today, you are all gonna get this checklist that we’ve created.

This is just a quick screenshot from it, but it’s the beyond the portfolio checklist that you can use with both clients and or prospects. We also created an email campaign with it so you can use the email language we are gonna send you. It’s a full template. And then this checklist you can give them to really allow everyone to see that this is something that you offer, and it’s a huge value for your firm. So that is gonna be coming your way.

Alright. Dan.

Alright. So every week, I get questions, and they largely all bucket into the same, sort of general three themes. And so those questions are, how do I start better conversations with prospects? How do I create more value for the clients I already serve?

And how do I stay connected to the family before assets transfer? The beauty of estate planning is it touches all three of those questions, and it goes through you, the adviser. So when you look at estate planning that way, it’s not a service line. We consider it a growth lever.

And so going on to that next slide on why it cuts through, I don’t know about you, but as a a client with a financial adviser, I don’t know if I’ve ever woken up in the morning and just thought, oh, no. My my financial plan. Or, oh, no. Like, what’s what’s my investments doing?

Obviously, that comes up with market volatility, but something that’s always top of mind is how am I taking care of my family? What am I going to do to to help them? How what’s the legacy that I’m going to leave for them?

And is this gonna be public? Is this gonna be private? Is everything will be out in court records?

Clients can avoid conversations on performance or fees or taxes or even budgeting, But I’ve found that they rarely ever avoid the question on, will my family be okay if something happens to me? And so this is why state planning really can cut through that noise. And so going on to the next one, what I’m looking at on is one conversation, and there’s five areas that it pays off. And I consider this sort of the adviser growth flywheel.

And just backing up real quick, if you came to join a academic or a theoretical session, this is not it. What Samantha and I wanna do, we wanna give you practical tactical tips and tools, and we’re gonna dive right into that. So from a prospect acquisition standpoint, it can help you land the prospect. It’s oftentimes an easier ask to say, like, alright.

What’s your state plan look like versus, alright. What’s show me all your investments or show your tax returns.

It can help you retain a client.

If the client is going wanna point out too on that, Dan.

Sorry to cut you off. But, Dan, you and I have talked about this that at wealth dot com, you mentioned you’re seeing a lot of advisers use the estate plan as a prospecting tool, which I know we’re gonna talk about more. Right? That somebody will often say, you know, let the adviser look at their estate plan before they would ever look at all of their, like, their portfolio sheets or their tax return.

That’s exactly right. And it’s one of those things where they’re more comfortable saying, like, alright. Here’s my overall goal with what I wanna do with my wealth. And the estate plan has all of that.

And even it helps uncover held away assets. You’re gonna see things in that estate plan where you’re just like, I didn’t know that they had these accounts. I didn’t know they had this property. I didn’t know these beneficiaries are important to them.

And then two is just meeting that next generation as well. So it’s one of those things where if you were trying to introduce yourself to the client’s beneficiaries, the client’s adult children or growing children, it can be sort of an awkward ask on, hey. I’m your financial adviser. Would love to meet this person versus, hey.

Let’s bring this person in and let them know about the estate plan. We wanna make sure that they’re informed and they can know that they’re guided through every step of the process. And then the CIO collaboration, it’s just a natural entry point in working with other attorneys, CPAs. We help make estate planning operational for the adviser.

And so instead of asking, hey. Do you have a plan? And stopping there, you can help the client understand what the plan says, what may be outdated, and what needs attention.

Love that.

And two, it’s one of those things where often I’ll hear, oh, yeah. State planning is just a once a decade conversation. It’s not. It’s not something that you just store away in a lockbox in the closet.

Probably the biggest mistake people make is that they do it once, and then they don’t update it. Right?

That’s exactly it.

Here here can relate to that.

Because life events are the easiest way to make estate planning feel revel relevant. So if a client did their estate plan ten years ago, you know, they may have had a kid since then. They may have had a grandchild. They may have moved states.

There’s so many things that change in that client’s life that directly affect the estate plan. And so when a prospect says, I already have a plan, that’s not the end of the conversation. That’s the start. So here we can.

That’s the start of the conversation when they say that they have a plan. When was it created? Who is named? Are the assets titled correctly?

Is the successor trustee still the right person? So with wealth dot com, you can bring in those old documents. And with our AI tool, Esther, you can upload those. And in seconds, you’re able to see all the details.

You get a one page executive summary, and you’re going from the the client having the estate plan in a lockbox somewhere that’s out of date and may not be their current wishes to now as an engaging conversation.

I’d love to know in the chat. Tell us, have you used your client or a prospect’s estate plan as a prospecting tool? Have you ever had somebody let you review it and you’re able to find things?

Or is that something oh, I’m getting lots of yeses. Lovely.

I’m sure people love when that happens. And if that was something, would you say that that actually moved the needle? Dominic Clark, John, David, everybody who’s saying yes. I love that you’re already doing that, by the way.

And I I don’t know, Dan. I think a lot of people might do it in a one off, like, a client already approaches the adviser or I’m sorry, a prospect, and they say, hey. I’m interested in working with you. And then naturally, this comes up, and then they review it. But we’re gonna talk today about how you can run an entire marketing campaign around estate planning as a tool to get these types of to get this type of information and sort of wow, if you will. I mean, I think if you run an a current estate plan through a tool like Esther, you can really wow the prospect with what you’re able to then share with them after.

That’s exactly right. You’re moving from more reactive on them telling you different things to proactive. And it’s one of those things like the worst thing that could happen is the client remarries and their ex spouse is still on their estate plan. Oh god.

And or they move states, and it’s like you need those state specific documents. Wealth dot com makes it easy because we have that Zillow integration, and it’s tied directly to the client’s property. So if a new property registers, like, you’re gonna be able to see that. And so each one of these life moments is not only a conversation starter, it’s a marketing piece as well.

You can have emails built out for retirement, business sale, aging parents. You can have social content. You can have video content, and we’ll go through that.

I love what Clark just said. He said it lowers the guard for your client because they don’t feel as if you’re trying to just get get, get from them. Instead, they’re more apt to let you know about things because this is how you help protect it, which that is a great statement.

So you have given us a good segue into talking about what would those actual what would the campaign that you could run look like? And tell us in the chat. So it sounds like some of you have, yes, gotten a estate plan from a prospect and used that in your marketing. But have you ever run a full campaign around it using estate planning as a differentiator to drive new prospects to you?

We would love to know. So we’re gonna go through some of these, and give you some more intel. So the number one thing, as you’re all answering, I’m seeing some yeses or at the dinner seminars, is to make estate planning a cornerstone of your website. So we are in a new world where your website is not just for the prospects who find you and visit you.

It is for the robots who are helping those prospects find you when they go to ChachiPT or Claude, and they say, hey. I’m looking for an adviser to help me with estate planning, tax planning, my investments. And then those tools, if you don’t have on your website a whole section about how you help with estate, likely, they are not going to give you as one of the recommended, businesses. So I just have some examples here.

This is from an FMG website where I thought they did such a nice job. They built out an entire page under what we do regarding estate planning. So, again, we’ll link to all this so you can look it up. But they they have an entire thing about how they do estate tech strategies, how they work with attorneys, the in house services that they offer.

So, again, if you’re using wealth dot com, a page like this is amazing where you can talk about what you can do internally and then also how that bridge happens, maybe next step with an attorney when needed. This is also a great place where you can talk about, right, donor advised funds and legacies. But any of the keywords, if someone goes and they’re like, I maybe they don’t use the word estate planning, but they say, I want to work with an adviser who’s gonna help me gift, you know, the inheritance to all my heirs, my children, my grandchildren, some now while I’m alive and some later when I’m gone, and I wanna set up a donor advised fund for charitable giving.

You can put all of that on this one page.

This is just another example, from Mercer Advisors website where they just have a visual that shows you all of these different coordinated points together. So there’s lots of ways that you can do it. But, again, if you do use a visual and the reason I added this is if this is like a JPEG, which I see a lot of people do or a PNG file, AI cannot read all these words if it’s an image. So if you have images on your website, you need to make sure that the text is still crawlable from these different tools. So that means even if it’s in an image, you, in the paragraph text, want to still include all those keywords so that you will still come up.

So every single one of you listening to this should be able to answer these questions about estate planning. So, again, these AI tools can find you. Right? And you don’t wanna just have the same calls to action throughout your whole site.

If we go back here, they have this one page. This isn’t the homepage of their website, but on this estate planning page, they have a start the conversation button, and that’s relevant just to estate planning. So, you know, yours might say something like, want us to review your estate plan? You know, contact us.

And then you can have a whole section where you talk about how you’ll look at what they currently have. You can you use an AI tool through a great company called wealth dot com to review what it is and where any gaps could be. So that is where you wanna put it right there on your website. And you also wanna talk about how you do coordinate with attorneys and CPAs, obviously, because that could be something someone’s looking for.

And then also that whole when someone should review, Dan just talked about all those triggers. I often think the consumer or the client themselves don’t always know, hey. This life event just happened. I should be updating this.

So including that is also really, really important. And then from an AEO or answer engine optimization, which is what we call this new world of making sure AI finds you, you wanna add any media mentions on this page. So even if you have a whole another page where you talk about being a Barron’s top adviser or a Forbes, you know, best in state, you wanna put it on this page as well.

And when it comes to how often you should be updating these pages, this might make some of you cringe, but you need to be adding two new pieces of content to your website that’s like a blog post, a YouTube video, a podcast, something long form at least twice a month in order for these AI tools to see it as fresh content. Right? They have what we call a recency bias. They are looking for websites that they can see are up to date.

So if you go into the FMG library, we have an you can just search the word like a state. You can see we have emails, social posts, articles, web content, calculators, things you can add. Any of these can also be turned into web content, but we make it really easy for you. So if you have not updated your website with what we call long form content, so a blog post, an article that mentions a specific estate planning thing.

Right? So here’s how to maximize your estate plan before the great tax sunset. Common estate planning mistakes, documents you might wanna you wanna make sure that you do this. And I just wanted to mention too because I know we have a lot of our customers from FMG.

We have these great quizzes and calculators related to estate planning that you can easily add to your website if you, have our I believe it’s the premium package. So you these are quizzes where someone can click learn more, and it opens up a quiz, and it will ask them different questions, and then it delivers an output. So it’s a great way for you to start conversations with these prospects.

Yeah. I’ll jump in real quick on it’s not just the website. Because if you have the F and G website, you’re set. Like, I’ve looked at these websites, and they are top notch.

They look so good, but it’s also about local discovery as well. And so Google recently just implemented this new service offering. So as an adviser, you can go into your Google My Business listing. And in the service category, you can list estate planning, which is huge because no longer are you missing that traffic.

So some client, some investor looks up on Google, estate planning near me. You, with that service offering on your Google page, will come up now. And I know Samantha has some other tips and tricks on how F and G helps with that.

Yeah. So I just use this I actually did this little prompt, pretend well, not pretend prompt. It’s a real prompt. I put it in Claude, and I just wanted to show you.

So if somebody goes in and they’re asking for, hey. I’m looking for a financial adviser. They give this prompt. You can see that what Claude is doing here, it’s pulling from Google Maps, Google Business Profiles, and it’s looking for people who’ve talked about estate planning on their page as well as have reviews.

That have reviews part, have real social proof, is such a huge, huge factor if you want Claude, ChattypuTee, Perplexity, any of these AI tools to recommend your business. And the fact of the matter is all of the data points to the fact that I think Susan just told me yesterday, we’re at now seventy five percent or a little bit more than that of all searches on Google end without a click because people get this information right here, and they’re like, great. I have my answer. The number of people using these AI tools to look for what they want is exponentially growing.

Mean, I’m sure everyone here listening has used Claude, Gemini, Copilot, Chattypi in the last twenty four hours. Right? So you will not be on this listing if you don’t have a Google business profile and if you don’t have some sort of testimonials or reviews, which I know makes a lot of people cringe because you might say, well, we’re not allowed to from a compliance perspective. FMG just launched a new tool called FMG Testimonials.

We acquired Testimonial IQ specifically because we saw that without testimonials, you’re invisible to these AI tools. So if it’s something you’re interested in, we it’s a whole entirely compliant system that allows you to collect these, and be found. But number one, you’re gonna claim your Google business profile. Number two, you’re gonna add estate planning as one of those services section, and then you’re gonna start getting testimonials.

That doesn’t necessarily have to be through Google to start, which we can talk about, if you work with our team about FMG testimonials. But I just had to mention that because it’s such a huge factor in who gets recommended.

Clark, I see your comment in the chat, and I love it. He says estate planning is really where I start with most people, helping them understand. From there, it gives us a better picture of what they’re trying to protect and concerns they have and whether there are other areas we may be able to help. And so this flows directly into this slide right here.

I call this the conversation ladder. So the ladder is a practical script for prospecting. So you start here. Do you have an estate plan?

Then move to when was the last time you reviewed it? Then the key question is the third one. Do you know who’s named? How are how do assets flow and whether anything is outdated?

Has anything changed in those life moments that you would like to update? And this is where wealth dot com helps. If you have the documents, you can run them through Esther. You can create a clean summary, and you can identify what should what the client should do next.

And even on Carla’s note on how do you advertise wealth dot com to ensure clients know you’re not sharing legal advice, The way Wealth dot com is set up is we separate the platform. There’s a firewall in our platform, quote unquote. So there’s the adviser side, and then there’s the client side. At no point can the adviser jump into the client portal, fill in any documents, make any recommendations, do anything like that.

We want to keep you protected on both sides. And then the client is an easy step by step workflow. And so whenever you have them come in your office, you lead with these questions. And then it’s a simple follow-up on, hey, here’s the link.

I’m going to send you the Wealth dot com link. You can create your documents this way. And then the advisors, the coordinator of all the but no point are you being put on the spot to make recommendations, give any legal advice. We we wanna make sure that that’s separated.

And that’s a good segue to a question we just got from Andrew who said, how would you say you can help the clients understand wills and trusts without engaging in unauthorized practice of law?

Absolutely. So a client comes in and they have a thirty, forty, fifty page, estate document set. And I don’t know about you, but if I see forty, fifty pages, my eyes start to glaze over a little bit. And it’s one of those things where you don’t have to read through all of that because you can upload that into wealth dot com.

There’s no per document fee. There’s no per page fee. Nothing like that. It’s already included.

You upload that, and it’s automatically gonna spin up a one page executive summary highlighting the key provisions in that estate plan. And oftentimes, that’s the starting point because you’re gonna see that one page summary, and the client’s gonna look at it and be like, you know what? That person is no longer in my life in a meaningful way. We should adjust this.

I moved states. I had a grandchild I didn’t include on this that I would love to add. Things like that just start the ball rolling.

That’s awesome. Love that.

And then when it comes to the five prospecting plays, and we’ve talked about this a little bit, I would say there’s five conversations you can start this week.

So if an estate plan is more than three to five years old, it’s worth reviewing. Has your plan changed since your family changed? What happens to the business if something happens to you? Does the plan protect your spouse and children the ways that you intend?

And do you know who’s making decisions for your aging parents? This is one of those things where we’re not gonna throw out, hey. You have to do all five right away. Pick one or two that match up with your clients and then build your campaign around those.

That do you know who’s making decisions for your aging parents really got me? Because my parents are both in their early seventies, and I not taking care of them by any means. But in my mind, you know, we got all the time in the world. And so but if something did happen to me, I do help them with so many things right now, including finding doctors and all this stuff.

And I don’t have a plan for that. So I made me think, like, I need to update this. I it’s for people, especially in my age group in your forties, early fifties. I think that is such a great, great question.

And I’ll add in to that there’s there’s an auxiliary component as well. So the client comes in and they may have a flawless estate plan already. That’s not a bad thing. That’s actually a really, really good thing.

It should be celebrated. But in that conversation, they may say, you know what? My sister has never done one, and her family’s growing. Or my parents, I don’t know if they have one.

What would it look like for them to go through you for this kind of thing? And so you’re obviously handling the one on one conversations, but it opens the door to bring in other clients that are related or family friends of that investor.

And alright. This is a cool one. I have to stop on this one. I just geek out on the event aspect. I saw a couple chats in here about seminars and using estate planning.

Estate planning with seminars is the lowest hanging fruit you can offer. Instead of trying to do some tax planning seminar or some really complex social security and retirement, do an estate planning seminar. We have estate planning presentations that you can use. It’s one of those things that you you’re hosting a estate planning seminar at a local restaurant or you’re going to a local school and talking to their teachers, things like that.

What I would recommend, though, is is not just leading that seminar is how intentional you are during that seminar. And so one of the best things I’ve seen is not anything flashy. If you’ll just make coasters, you’re I’m talking twenty cent paper coasters that you can put it every single place setting, the thing that they put their glass on. And if you’ll have a QR code on that that will direct people back to your FMG website, the FMG page on estate planning, during that seminar, you can say, hey.

You know what? I’m happy to offer a complimentary consultation on this. And they scan that, fill out the form, and then you have twenty leads right there.

Or another really savvy play that I’ve seen is ahead of the seminar, they will say, bring your estate documents if you have them. And when the person checks in for the seminar, there’s an admin or assistant taking those estate documents, uploading them to Esther. And so by the time the forty five minute estate seminar is done, you’re able to present each one of those prospects in the room with a one page summary overview of, hey. This is this may be out of date.

Hey. This is this is good. Here’s a here’s a flag for you. And so seminars are just a terrific growth lever when it comes to sharing about your estate planning offering and just connecting at a very sort of low stress type of content that’s on everybody’s mind.

And in the chat, we’re getting lots of people saying, absolutely, these have been our best attended seminars or, you know, I can vouch for how well they perform. So I love these tips, though, with the QR code to not just get people in the seats, but then, you know, the conversion to happen afterwards.

And then looking over if we’re talking about prospects mostly or even clients for seminars, this is more along the lines of the client review refresh. And so you’re bringing estate planning into normal client reviews instead of treating it as a separate topic. And so for existing clients, estate planning should be part of that review rhythm. Ask the these seven questions that we have here, and I would take a screenshot of this.

We’re happy to send out the presentation after this. But do you have the current documents? When were they updated? Who was named?

Are those people still right? Are assets titled correctly? Are there assets outside of our view? And what has changed since the plan was drafted?

So those questions turn a portfolio review into a planning conversation. And I like to say, like, before any ACAT form moment, anything like that, you’ve gotta build trust. And so when you’re looking at the client and you’re approaching it from a way of, I not only wanna take care of your financial plan, I wanna take care of your legacy, and I wanna have a holistic plan and a view for you. That’s a very natural segue.

Yeah. And one of the things I love is I’m sure there’s times all of you have had where you meet with a client or prospect and you ask them, like, you know, do we need to make updates to your estate plan? And they say yes. And then it doesn’t happen for a whole year.

One of the beautiful things with FMG is we have the ability to make sequences out of emails. So you can have a a email sequence already set up to nudge people who need to update their estate plan, but it just hasn’t happened yet. A very personal thing that happened to me, my husband, passed away two and a half years ago, and my financial adviser had been on my case to update our estate plan for a while, and we just kept putting it off because we were in our thirties. We were healthy.

We, you know, didn’t seem very, very urgent. And this has become such a passion of mine to, you know, really help people realize how important this is. Because for us, we were lucky that he was diagnosed, and we so we had time to talk about it. But if he would have just gotten in a car accident or something quick like that, we wouldn’t have had the time.

Right? So I love that through FMG, you can create these drip campaigns. You can have one already set up so that if you have a conversation and you want that follow-up to be automated just to keep reminding people not to pester them, but to say, hey. This is really important.

We can do that easily.

Yeah. And I’ll say I was with on-site of an advisory firm earlier this year, and one of the advisers came up and said, I have been begging my client for eighteen years to get their estate planning documents done. And they always answer is, you know what? I’m gonna get to it.

I’m gonna get to it. I’m gonna get to it. And he goes, I signed up for wealth dot com. I sent them the link, and they completed in a week.

They’re coming into the office later today to sign.

And it’s things like that that just get me so hyped up, but it’s not something that’s unique to that one adviser. It’s something that all advisers can do, and I I think that there’s a lot of value in doing that. And so going into the existing plan audit, we all know clients haven’t read that plan in years, most of the time. And so this is one of the most practical wealth dot com workflows.

A client says, I already have an estate plan. That’s great. Congratulations. But chances are it’s been sitting in that closet or that file cabinet for years.

And so with Esther, the adviser can review the documents, extract the key information, summarize the complex trust language, and create a one page review that’s useful in client meetings, email deliverable, all of that. So you’re not giving legal advice. You’re just helping the client understand what they have, what may be outdated, and what questions should go back with the Wealth dot com workflow.

I love that.

And here’s another one, the held away assets question. So estate planning can often reveal those assets that didn’t surface in a standard account conversation. So held away assets rarely show up because an adviser asks, do you have any other accounts? They show up when a client is trying to make sure their family is protected.

A trust may reference real estate, business interests, insurance, retirement accounts, LLCs, or bank accounts that were never part of the planning view. And so estate planning creates that natural client centered reason to build a more complete picture. And this is something I hear all the time where, you know what? I’ve had this relationship with the client for ten years, and I thought I had the full picture, but they were keeping a couple of these accounts separate.

Either the nothing nefarious. They just didn’t think about sharing it with me. But with the estate plan, you now have visibility into that.

And this is my favorite part just from the the client delight standpoint. And this is something I see often overlooked. So the client completes the documents, but what happens next? And I love to call this the signing ceremony.

And so if you’re using wealth dot com, I would fully recommend you implement this across your firm. So you’re turning the signing from an administrative task into a memorable family experience. So that signing ceremony is that small operational change, but the payoff, the big relational impact is so outsized to the actual moment. So instead of treating signing work as paperwork, you’re turning it into that family moment.

So I would say when appropriate, invite the people who play a role, the adult children, successor trustees, executors, beneficiaries, and invite them to your office. Have a bottle of champagne. Have some nice pens. Make a moment out of it.

And you’re not only getting that signing moment done, you’re also meeting the beneficiaries. You’re getting that relationship built with the other people important to your client. And the cool thing too is if you have an admin on your staff that’s a certified notary, they can notarize the documents in your office same day. So the client brings in the documents, sign it, notarize, and and you’re walking out the room.

But I’ve seen people, they have balloons. They have champagne. They have these really cool special moments. The clients come in the office.

They bring their kids, and they make a moment out of it.

I love that so much. So so so much. Anytime we could do something memorable, that makes people wanna talk about it later to their friends and family, we know we hit something good. So when we think about again, these are Dan, I love that you just went through a lot of the things that you’re gonna do with clients. But I wanna just because I know so many people are thinking about this from a growth perspective, dive in a little bit more to some of the ways you can use this with marketing campaigns. So when we think about sending an email, for instance, in running an email campaign or the first line of your social post, we know that the hook is really what matters. So here’s just some examples that you could build an entire campaign about.

And I am just gonna quickly go through and show you some examples of real deliverables that we’ve seen work. And while I’m doing that, actually, Aubrey, if you wouldn’t mind just putting up the poll, we have a poll from FMG. If you’d like to talk with our team about how we will help you with your marketing and adding estate planning to your website and building out campaigns, drip campaigns through emails and social posts, you can just say yes, and we will contact you after. I see a lot of people in the chat asking about it.

So here’s an example from Denise, and I love this that she talks about her own personal experience, which we all need our own estate plan. Right? So this is a great you can talk about something you’ve experienced or maybe without giving the client’s identity away, you could talk about a client experience. But this is such a great example of a social media post that got people engaging, got people thinking, and talks about estate planning in a really approachable way.

Another thing that Dan mentioned this, one of our favorite, both Dan and I, strategies to generate new business to really grow through estate planning is through live events. And if you don’t have a big budget, webinars are such a, again, low hanging fruit way to do it because you could bring on an estate planning attorney to talk with you. You talk about what’s changing, deadlines, or you could just talk about checklist. You know, one of the things that I have been a huge advocate for after what I went through is telling families, having a, you know, read this when I’m gone list and things like, hey.

What was the Netflix password? Or, you know, things you might not even think to add that aren’t always financial that you if you’ve been through helping enough families navigate loss like this, you’ve heard from clients, and you can add to a checklist like that. So those can make a huge, huge difference. In this example here, they’re on the website.

But then once you’ve got the webinar, you can continue to generate new business from it by repurposing it. Right? So you record it. Record it.

You put it on your website. You can put post the replay on social media, add it to YouTube. YouTube is one of the largest search engines in the world. People can be going and looking for things about estate planning, and they can see all of this information.

And you might be thinking, well, what results could I really expect with a webinar? This is just an example from, Isaac Priestley. He did a webinar basically every single month on different topics, and he had over a thousand people register over the course of, so many months. And of the people who registered, which is very common, you get just under fifty percent attendance rate, but that generated nine new client households for eleven million of AUM.

So this, again is something you can do once and then keep repurposing. Another tip we have is you could actually create an a LinkedIn event page if you do a webinar like this. So let’s say you say, well, Sam, I can do the webinar. I can invite my current clients, but I don’t have that many new names for emails.

You can go to LinkedIn and use LinkedIn’s advanced search to find the right people to invite without even having their email. We have an entire webinar about that, which we can send to you as part of the follow-up if you want to do this strategy. But I see people asking in the comments, you know, what resources does Wealth dot com and FMG offer to help you run a webinar like this? And, Dan, I’ll give you, an opportunity here in just a second to answer from your end.

From our end, we have two different ways we help. So we have our do it for me program, which every single month, we give you a different either podcast or webinar outline that you can run. So some of them are often related to estate planning. Some of them are related to taxes, all different topics, but it comes with every email, every follow-up, you know, email drip sequence, the landing page, who you should send it to, everything you need to run a successful event.

And one of our marketing concierge just will actually do it for you.

If you don’t have our do it for me program, though, just within our marketing suite product, we have slide decks on a bunch of different things. I didn’t pull, I think our team is currently in the process of actually creating an estate planning slide deck. And Dan and I have talked about wealth dot com and FMG creating one together for you all. So hopefully more to come on that, but there are a bunch of slide decks that you can use directly in our platform.

So, again, if you clicked on the poll that you’re interested in hearing how we can actually implement this for you, that’s great. If you missed it, you can just put your name in the chat, like your email, and we can send you or or send it in the q and a, and, we’ll be happy to reach out to you. But, Dan, what about from your end? What do you help advisers maybe if they wanna find somebody to do a webinar with them or if they want content that they can, create a webinar around?

Yeah. Absolutely. So we have an army of attorneys on staff that can help. Like, we have a whole wealth dot com slash speaker page that if you have an upcoming seminar, if you have an upcoming podcast, if you have different routes that way, we’re happy to join you for those sessions. And then separately, we do have some sort of dedicated content around estate planning, and we’re also partnering with FMG a lot closer as well to make sure that our content is in the FMG library, and we wanna make it one click for you. And that’s what FMG does.

And we are currently working, as Dan mentioned, to make, you know, an entire section where if you wanna talk more about estate planning, you wanna, you know, do a webinar and have it be very specific estate planning language, maybe talking also about how at the end, the call to action is give us your estate plan, and we’ll run it through Esther. So more to come on that. But, again, I love to see everybody’s interest, and this is definitely something we can help you with. I’d mentioned this, built in event tool. So, again, we would create the slides for you, and then we build through our dashboard the landing page to collect the registrations.

We have prebuilt email templates and social posts, and then you actually manage the event right here. So even if it’s on Zoom, you can collect registrations, see who comes in. They go into your CRM as a new lead, and then you can see, hey. These twenty five people all came from this estate planning webinar that we did. I’m gonna tag them all as estate planning webinar, And then you could send drip email campaigns as follow-up specific to this audience. So it just makes from a prospecting and growth strategy, it makes it so much, so much cleaner.

And as a follow-up, I love this. It’s just me Dan and I do a lot of these webinars, so we know, you know, there’s different levels of interest. So you’re gonna have people who show who showed up like all of you, and they’re engaged, and they’re listening, they’re asking questions. They are gonna be your most engaged prospects.

But then you’re gonna also have people on the other end who registered, but they never showed up at all. And so here’s what action you can take depending on where they they flow. So if you got someone to register, but they didn’t show up, then maybe you when you do your second, you know, your state planning next webinar, you absolutely wanna make sure that they are invited again. But in the meantime, you can send them pieces of content just about estate planning mistakes or things that they should think about.

Those kinds of things really, really, work well. So, hopefully, you can see that within just thirty days, if you take some of these steps, you could really have booked meetings just by doing a few small tweaks to how you’re marketing and communicating estate planning. Both of our teams would love to work with you all, and I know we already are working with many of you, so thank you for your business. But I think we had quite a few questions come in in advance, Dan, that now would be a good time.

We’ll try to get to as many as we can. And if you have a question, you can put it in the q and a, and we will certainly get to those as well. So, Dan, do you have any of those questions pulled up?

Yes. I just saw one on how do I not alienate some of my attorney partner networks, and this is a great question.

So we absolutely love estate attorneys, and our platform was built by state attorneys. And so we have an attorney partner network. It spans all fifty states and US territories. So for any complex cases or edge situations, advisers can route directly through wealth dot com to trusted estate attorneys that have been vetted through the platform. And so there’s a way to think about this.

If you have a a relationship that you wanna maintain, that you wanna double down on, there, we’re more than happy to add that attorney to our attorney partner network. So that way, we always do it localized. That way, whenever an edge case comes up with your clients, that can be routed directly to them. And so we wanna make sure that we’re equipping you. We’re equipping the attorney. We’re equipping the client and make it as easy as possible.

I love that. Another question I saw come in was, more about, again, marketing it. So do you have any recommended language for how we can talk about, estate planning on our website and the fact that we do it? So we did give some of those tips in the beginning.

If you miss it, you absolutely wanna make sure to go over them again that you have a dedicated estate planning page. If you go to Claude, ChatGPT, Perplexity, and you ask it to give you an adviser that offers estate planning, you’ll often see it in the results. Oh, one of the reasons I chose this one is they have a dedicated page on their website about estate planning. So you wanna make sure you add that.

And then adding in FAQ sections where you just take the most common questions people would ask you in a meeting about estate planning and including them on that, that page. So FMG offers a little FAQ widget you can add to any page on your website, and we even add what’s called schema markup on the back end, which is just a fancy way of saying we encode language, tell the robot what it wants to know. So you wanna make sure you do that. But when we send everything from today, we will send you the examples that we showed, which go, over some great language that you could use to add to your own website.

Just remember, if you’re on a podcast or you have a YouTube video or you have an image where you’re talking about these things, it’s not good enough. The AI tools, the crawlers can’t read that. You want to put the transcript and the text on your page as well.

And I’ll jump in too and just say lead with a give and not a pitch. This is one of those areas where through Wealth dot com, you can do in seconds those quick reviews of what they currently have. Something else I’ve also seen advisors do is as the client’s children hit eighteen years old, most colleges recommend an advanced health care directive. You can do that through wealth dot com. And so I’ve seen advisors that have clients already on the platform. They will say, I’m once your child turns eighteen, I’m gonna gift them as part of their graduation gift, sort of that advanced power of attorney, that advanced health care directive, things like that. And so it’s just an easy free offering that you get to engage that next generation in.

That would be an amazing email campaign. Like, did you know that at eighteen, this is what’s required? Because I didn’t know that.

My oldest is ten, so I have a little bit of a ways before I get You got time.

Yeah. Like, that would be that would be such a whole great that would be an amazing campaign for, you know, existing clients. And that’s the type of thing that people talk to their friends about. Right?

Because it’s not just so simple. It’s, did you know this? And then my adviser told me this, and I love that. That was so great.

We’re one minute over the forty five minute mark. Dan, are there any other questions you got in that you absolutely want to mention or share to anyone else?

Yeah. What just came through on how much customization does the tool offer? And so I’ll just say, it’s highly customizable. So it’s built, though, within a framework that keeps it compliant and clean.

So state specific documents, multiple trust structures, built in logic to guide the decisions, and attorney reviews language built in throughout everything. And so it’s important to note that you’ve got the adviser side. You’ve got the client side. At no point is the adviser able to jump in and recommend different structures or anything like that.

We wanna make sure you’re fully protected while offering this to clients.

I absolutely love that, and we love partnering with you all. I’m gonna skip to the end here. Our Aubrey from our team is putting in our emails if anybody wants to ask any specific questions. Again, if you wanna see how FMG can help you with marketing this, you can scan this QR code.

Dan talks so much about QR codes. You can go to wealth dot com if you want to learn more about utilizing wealth dot com. And, gosh. No better way to start a conversation than to just say, hey.

Do you want me to review your estate plan? I love that. So thank you for all the great feedback. Thank you, Dan.

I learned so much as always from doing this with you, and I hope everybody has a great rest of their day.

Thank you all.

Bye, everyone.