How to Capitalize on the Growing Demand for Estate Planning in Your Marketing

Good afternoon, everyone, and thank you so much for joining us today. We’re gonna give everybody just, a minute or so to join in the room. But I’m Samantha Russell, and I want to personally thank you all for being here. We’re We’re so excited to talk with you about estate planning and how you can be talking about it with your clients as a way to differentiate yourself and to market your business better and provide a superior service.

So, as everybody’s entering the room, we wanted to take care of the housekeeping upfront and then launch a couple polls just to get a benchmark of where everyone is at. So, let’s see here. The first thing I just wanted to remind everybody is that this is being recorded, and you are going to get all the slides. So if you have to leave early, you have to take a call, don’t worry.

Everything will be emailed to you after the, event is over. So you’ll have everything you need. And then the second thing is that if you have any questions, if you put them in the chat, everybody on today’s call will be able to see that chat and learn from each other. If there’s something you want to ask privately, or have it be for only myself and our other panelists to see, you’d wanna put that in the q and a.

So the q and a is more private. The chat is more public, but feel free to share any tips, ideas as well that is working for your business in the chat so we can all learn together. With that, Blair, who’s on our team at FMG in the background, if you could launch the first poll so we can get kicked off here. And we’d ask everybody who’s signing in just to take a quick second and answer this.

So the question is, which do you need the most help with when it comes to marketing your estate planning services? Is it updating your website to talk about estate planning more and have messaging around that? Is it to improve the consistency and quality of your email communications to clients and prospects to talk more about estate planning there, or is it maybe figuring out ways to incorporate it on social media? So if you take a second and just choose, or you can choose all of the above, that’s fine too.

We’d love to see what everybody’s answer is there, and we’ll give you just another couple seconds to choose, and then, we will all see the results together. Okay, Blair. If you could share the results of that one.

I know everybody’s still signing in, but okay. It looks like all of the above is the most popular. Well, good. We have tips for you on all three.

But email communication ekes out the second highest, and I’m glad to see that because, actually, we’ll be sharing more about this, but Wealth dot com and FMG have partnered to create a four part email drip all about estate planning that you can use for both clients and prospects, and everyone on today’s call is going to get that in a PDF format emailed to them. So, woo hoo, we’re already helping you solve problems, everybody. Alright. Let’s launch the second poll.

And if you could take a second and answer that, which is which of the following currently describes your business? So you offer estate planning in house.

You partner with estate planning attorneys, or, you know, maybe you do one or the other, but you’re interested in providing more robust estate planning to clients and are really interested in learning more about how Wealth dot com can help you do that. So take a second and answer that, and then we’ll be able to dive into, the content for today.

And I see Karen is saying good morning from Anchorage, Alaska. You might win the award for being the person joining us from farthest away. If anyone else is further away than Anchorage from Mhmm. I’m in State College, Pennsylvania.

Please let me know. Maybe we have some international people joining us today. Alright. Let’s go ahead and share the, results of that one.

And alright. So a lot of people partnering, not so many offering in house, and a lot of people interested in doing it in a more robust way. So that is fantastic. Thank you all for answering the poll. And with that, we are going to kick off today’s session.

So for those of you who haven’t had the pleasure of meeting before, I’m Samantha Russell. I’m the chief evangelist here at FMG, which is, all in one digital marketing solution specifically for financial advisers. We help you with your website, social media, email, events, everything you need to market your business well. And if we’re not connected on social media already, I’d love to connect with you there. I try every single day to share a quick and easy tip that you can implement to help grow your firm.

Alright, Tim. Hello. Thank you for joining us. Can you introduce yourself?

Yes.

First, I’m gonna speak for the entire wealth dot com team. Certainly, Danny and I, we’ve been looking forward to this webinar.

Sam, you’re so important to the industry, certainly so important to the WealthTrack, and we just love what you do. You’re really driving the community forward. So excited to have the conversation.

But, yes, my name is Tim White. I’m a cofounder here at wealth dot com, also chief partnership officer.

So I I look over all the relationships that we have, within our partner community. So really excited to double click in and dive a little deeper on how, firms and advisers can grow, utilizing and thinking about, estate planning as part of that strategy. So without further ado, I like to say this, like, either you’re you’re Batman or I’m Robin or the vice versa. Anyways, we both get to wear tights on Halloween, but, Danny, I’ll get introduced to you.

Everybody, I’m Danny.

I am the less funny version of Tim. I am the chief product officer here at wealth dot com, so I oversee the strategy and the design of the solution.

My background has always been in the financial advisory space. I started out as a lowly analyst at Goldman Sachs. I was then a private wealth adviser at Goldman, before joining the management team and running strategic projects and initiatives for the ultra high network business over at Goldman. So always thinking through the lens of a financial adviser when designing Wealth dot com, to put advisers, frankly, in the position to be the quarterbacks of the estate planning relationship for their clients. So excited to have this conversation with everybody today.

Thank you so much, both of you. And, you know, you your design is so important to me. I know not, you know, from the user experience, but just aesthetically the way things look, and you guys are killing it with your design. So kudos to you.

So, actually, before we go into the next slide, I just wanted to give you the lay of the land, everybody. I didn’t do an agenda slide because I feel like those are boring. But the the gist of it is we’re gonna give a little bit of background about why we’re having this conversation and why right now is probably one of the most important times to be thinking about estate planning if you’re in wealth management advising clients. We’re gonna give a very short overview of that, and then we’re gonna talk a little bit about Wealth dot com’s product so you can actually see it so that if you don’t currently have a robust way to do this, you can see what it looks like.

And then the whole second half will be me giving you email, website, social, all the tips on how to market it. So that’s gonna be the show flow so that you know. I didn’t mean to rhyme that, but okay. Here we go.

Oh, that was three runs in a row. This is cool. Alright. Let’s go ahead and talk about the great wealth transfer.

Yeah. I mean, without a doubt, I think this is a hot topic. Eighty four I mean, eighty four point four trillion dollars is gonna be passing hands to the next generation. I mean, this is I think at every single industry conference, you see it in the media constantly.

But part of this is just like this convergence that’s happening in the space makes estate planning, especially on the tech side, so exciting is, you know, with this this moment in time, seeing these assets passing, how can we help, deliver this in a in a technology way to help this next generation that’s gonna be managing, substantial amount of wealth that’s gonna be coming in.

Yeah. And I’d also say that, like, eighty four point four trillion dollars, like, that’s a big headline, and a lot of people tend to focus on that, Sam, like, that headline number. But then when you break it down, like, what does it actually mean? What does this great wealth transfer mean for financial advisers? Because it’s not like, you know, these assets are changing hands immediately. I mean, it is a slow roll over fifteen to twenty years.

But tangibly, if you break it down, you can see that about seventy two and a half trillion dollars are gonna go to beneficiaries, so heirs, that are named in estate plans or that are going, just by, local state laws if the client has no will or no trust in place, which is a whole another issue.

But who are the assets ultimately going to? They’re going to Gen x. They’re going to millennials. They’re going to Gen z.

Forty four percent to Gen x, forty percent to millennials, and then sixteen percent going to Gen z. And who are these folks? I mean, like, gen x millennials, these aren’t, like, young kids. These are people that have their own families.

These are people that have their own homes. And so they’re already in, like, the wealth accumulation phase in their lives. Right? So to make inroads with them needs to be today before they, you know, pick their financial adviser because the average inheritor is expecting a inheritance value north of seven hundred thousand dollars.

That blew my mind, by the way. I know averages are different than, you know, the the The median. Yeah. Different ways. But, yeah, that still is very impressive.

And and I think it actually dovetails really well with this next slide here.

Only nineteen percent of clients plan to work with their parents’ financial advisor. So if you have all these assets that are changing hands, right, and they’re going into the hands of Gen x and millennials and Gen z, Well, there’s an amazing opportunity in front of you, not of not only just to retain the assets that you’re already managing, but actually use this moment in time and use estate planning because it’s so top of mind at this moment to be that beachhead strategy for prospecting. If eighty one percent of folks are going to be leaving their parents’ adviser, then use this as a beachhead strategy to tackle those assets, to tackle those trillions of dollars that are effectively up for grabs. And you be the one that says, hey. I know that you’re maybe thinking about this. Your parents are getting older, or, you know, you you’ve recently came into money. How can I help you, get set up and think through your own estate plan?

Quick quick survey here of the group that’s on the call. Are you using your parent’s adviser?

Nope. Nope. Nope. No.

No. I I I’m using my father in law’s adviser. So you know?

One of the things I was gonna say is let let us know in the chat. Do you currently have a, like, a plan to try to connect with the children of your clients that will, you know, be inheriting some of this wealth? Because I have some really great examples later on and how you can be talking about not just talking to, you know, the the older generation about estate planning, but the younger ones that are going to inherit it. How do you talk to them about it now?

And there’s not many people doing this well. When I went to look for examples of adviser communication that was really good, that’s talking to the inheritors, there’s really not that many great examples out there.

So And what are and what are what are the way to I’ll answer that question that you asked earlier, Tim, because I think I’m I’m a pretty prime example.

I left my parents’ financial advisor. He was, at, Raymond James. And it’s not that he did anything wrong, but, like, I was put into index funds, and I had a few mutual funds. And all I ever really heard quarter over quarter was about the Sharpe ratio.

And, like, I got it. Like, I get it. I’m not like, I I I understand what you said, but the last time, but, like, what are you gonna do for me today? Right?

And I understand that you’re probably rebalancing my portfolio on a quarterly basis, and that’s cool. But, like, I could do that myself.

Mhmm.

And I think that most clients kinda feel that way. Like, I have access to Fidelity. I could do that myself. So what are you gonna do for me today?

And me, in my circumstance, well, I just got married. My first kid is on the way in September. Estate planning is top of mind for me. I wanna make sure that if something, God forbid, happens to me, that, like, my newborn son and my wife are going to be taken care of.

Like, that is top of mind for me.

Also top of mind for me is I just bought a farm, and I wanna make sure that going on there, Danny.

I know. A lot going on in my life, but, like, these are these are life moments. And you gotta capitalize on those life moments if you’re an advisor. Right?

Like, I need help thinking through, you know, farm tax assessment stuff. Right? So, like, that is really what I’m looking for from my advisers. What can you do for me today?

And, of course, estate planning is a very tangible thing that you can be addressing with clients, both gen one, but really importantly, next gen clients today.

It’s you you brought up three factors when you’re actually reviewing with a client whether they need to update their plan. Danny, you touched on all three. Right? One, you just were married about what it’s two years ago?

Yeah. Yeah.

Two years ago in Jamaica, I was there. You just moved states from New York to New Jersey, and now you have a child on the way, which is, you know, perfect segue.

Yeah. Yeah. That’s true. I mean, the average American nation’s five and ten. Oh, thank you. Thank you.

So, you know, one of the things that we’re seeing in, the chat is people saying, you know, some a lot of people don’t think of the kids of their current clients as an ideal client yet because they don’t have the assets yet.

And so we really challenge you to think about the relationship for those next gen needs to be established in a lot of cases before they have the assets.

They want somebody who’s gonna be there for them now.

And so, you know, doing that through different types of communication, that can be kind of a low hanging fruit. It doesn’t take too much effort to include them. And some people are saying things like just including them in events or mailing or emails that you’re already sending out. Right? It can be a real low hanging fruit to start establishing that connection.

One thing that we really emphasize here at Wealth, and how we design the product but thinking about how we even package a solution is we really come up with awesome strategies with the clients and advisers that we’re working with to actually get to that, you know, kids a client and that second generation. By thinking about even the children that are moving to college, for example, beneficiaries that turn eighteen, we actually proactively inform the adviser of that event and encourage them to start out with a power of attorney and health care directive. So, you know, you know, using technology to bridge that gap is important.

Also too, I think that you have these different generations that, you know, my father’s generation is really, you know, accustomed to the old school process of going to a brick and mortar attorney. But, you know, my generation, Gen x, you know, we’re a little bit more digitally inclined. And so having a a a strategy that that can work with with a variety of different demographics is really important.

Yeah. Oh, one hundred percent.

Okay.

So do you want to spend any time on this one this one here, guys?

Yeah. I mean, I think it’s important.

Of course, estate planning, I think that first and foremost, it’s about love. It’s about thinking about your family and this position that you’re gonna be putting them in when you’re no longer around. It’s, probably one of the most important things that you can do for your family.

But there’s also a dollar component to it. And, as financial advisers, like, we’re thinking about how can we generate alpha for our clients, portfolio alpha, but there’s also tax alpha. And when you think about the gray wealth transfer, that’s one big macro trend, but there’s also this other big elephant in the room, which is this massive piece of legislation that was enacted in twenty seventeen, the Tax Cuts and Jobs Act. And that is going to sunset with no legislation that’s needed to be passed.

That is going to be sunsetting by default at the end of twenty twenty five. So, effectively, today, the estate tax exemption threshold sits at the all time high of thirteen point six one million dollars, twenty seven point two million dollars combined for, like, a married couple in the US. But that’s gonna be cut in half to about seven million dollars per individual or fourteen million combined at the end of twenty twenty five going into twenty twenty six, which means it’s literally a use it or lose it type opportunity, where if you have clients that are, like, in that high net worth range today or ultra high net worth, they really need to be tackling this issue before, literally, it’s too late.

And you have about two years to go and start moving money outside of the taxable estate and trying to generate that tax alpha.

We’ll walk through some examples later on. We don’t need to, you know, look at this example in particular, but it really is a meaningful, you know, tangible value that you can bring to your to your clients today.

Yeah. But another reason why it’s sort of a perfect storm to be talking about this right now at this moment.

Yeah.

This is really interesting. I mean, ninety three percent of clients expect to receive a step estate planning assistance from their adviser, but only twenty two percent are receiving it. And that that’s massive. I mean, that gap is huge. I think if you go to the next slide, we’ll you know, sharing a little bit more color here, but this is a McKinsey report done in January seventeen. You think about pulling this family office experience downstream, and that’s constant at every event that we go to, and you see it constantly in the media, really the financial planning, the tax preparation, but estate planning. In this recent survey, actually, estate planning actually beat out tax preparation.

So this is absolutely top of mind. And it actually reminds me too, you know, when, you know, we were just recently had an announcement with with farther, and it happened this week. But they did a a basically what they call their annual wellness report, and they looked at the data and that sixty three percent of their client base, sixty three percent percent do not have a simple estate planning document in place. Not a will. They don’t have a trust. And then when you layer on how may need an update or have an updated, it actually goes up to about seventy eight percent.

So there is a massive need, that they’ve identified. And I think a lot of advisors and firms need to look in their CRM, and they need to extract that data and understand. You know? When is the last time we reviewed estate planning with this client or how many clients don’t have estate planning in place. And and oftentimes too, when a client says they have something, you know, you should actually provoke and you should ask, hey. Can we review it together?

Because I’m sure you’re gonna find some interesting things there, whether, again, just as Danny pointed out, you know, has life events changed? Have they moved states? And so, there’s a massive need. It’s clear in the numbers.

And I think the the firms that are really thinking strategic around it is are taking advantage of of of this tide.

Well, you know, I think what’s so interesting is that what you just said about, you know, a lot of, people might make it a part of the conversation with clients, but they’re not necessarily going over the documents.

Mhmm. And that is a missing link. I mean, I know even in my own personal situation, my husband and I had a living will. And then, and our adviser knew that.

I think he had a copy of that. But it he had been kind of pressuring us in a good way to Yeah. You know, create trust and do more robust estate planning, and we were putting it off putting it off. And then my husband got a just awful cancer diagnosis a couple years ago.

And our adviser was on the phone with us immediately saying, like, you can’t wait anymore. You have to do it. We’re gonna get it done this weekend.

Like, with everything else going on, that was sort of the last thing we were thinking about, but he was pressuring us in a really good way is the best way I can describe it. And I will forever be eternally grateful to him because we got it done before my husband’s mental capacity declined such that it would have been hard to do. And the way he got us to do it, really, truly, was by saying it’s not just about the money. It’s about getting the power of attorney and the medical directives and all those questions answered that, you know, are gonna be important in this journey.

So, obviously, everybody needs to know, like, what’s gonna be the thing that gets somebody to go forward. But, I think now would be just such a great time to to talk a little bit about your platform, because we’re gonna show it to everybody. We had some questions about what platform you use, what it allows people to do. So let’s take a look at it, and then, everybody stay on, and we’ll then jump into all the marketing tactics.

Awesome. Great segue. Danny.

Yeah. Sure. Yeah. So the way that we think about estate planning philosophically is that it is the bookend to any good financial plan. Right?

So, like, you you don’t really know what the end game is unless you understand what you can’t build a financial plan unless you know what the end that end game is, I should say.

We also fundamentally view an adviser’s book of business as not necessarily being homogeneous. And what I mean by that is that your clients are rarely at the same stage in life are at the same stage on their estate planning journey, as each other. And so you have some clients that I mean, Tim, I think he referenced a a partner firm of ours, Facet. I think it was Facet.

Right, Tim? Mhmm. That, did that that study of, you know, twenty thousands of of their clients, and only six and and sixty three percent of them didn’t even have a will. So, like, you got that segment that doesn’t have any estate plan in place.

They don’t have wills. They don’t have health care directives. Think about end of life decisions. And, like, these are really, like, meaningful decisions.

Right?

Financial powers of attorney. They have nothing. So, like, you segment that bucket. But then you also have clients that have existing estate plans that are outdated. So ten years old, fifteen years old, and you wanna help them review that and make sure that it all looks good. Are you still on good terms with the person that’s named as the executor in your will?

Of course, you have, in some cases, ultra high net worth client that has the alphabet soup of, irrevocable trust. So they have the islets, the slats, the graphs. They have it all together. They have the irrevocable trust set up.

But wrangling it all together and really communicating to them how it all works, is is a challenge. And so if we go over the next slide here, you’re gonna see the way that we really think about it at wealth dot com is trying to meet both you as the adviser and your clients downstream wherever they are on their estate planning journeys, but also along that wealth spectrum. So while I’ll show you in the in the demo, and we’ll do it really quickly, we’ll kind of fly around. If you guys wanna set up a further demo with wealth dot com, just reach out to sales at wealth dot com and happy to to handle it.

You could also reach out to me directly, danny at wealth dot com or Tim, Tim at wealth dot com. Pretty easy domain name to work with.

But what I’ll walk through in this demo is I can stop sharing and let you pull your screen up.

Why don’t we do that? Sure.

Sure. So I’ll walk through our document creation capabilities. I’ll walk through our artificial intelligence technology that will extract key information from existing estate plans. And then I’ll also walk through our ultra high net worth suite of solutions that really brings to life the complexities of an estate plan for a client with a very large balance sheet with all these different entities, LLCs that are owned by trust and all that stuff. So, without further ado, what I’m going to do is I’m first going to share with you our adviser portal, and then I’ll walk you through the capabilities that live within the adviser portal. And I’ll also show you the client portal. Fundamentally, though, like I mentioned, we believe that the adviser should be placed in the quarterback position to drive the estate planning conversation.

That is the reason why in the CFP, there is an entire estate planning module.

Of course, you should be talking to your clients about their legacy planning goals and objectives and concerns. That is right in the wheelhouse of what advisers should be doing. Now I’ll also talk to you about how at wealth dot com, because we are designed specifically for financial advisors, meaning, like, you cannot access wealth dot com as a direct to consumer off the street. We don’t work in any other verticals.

We know the unique parameters that you guys are playing within, from a compliance and a regulatory standpoint as well. So we’ll also walk through our architecture and how we have been really thoughtfully designed to make sure that you’re able to facilitate these really important conversations, but also understanding where the, the the lines should stop and end. So without further ado, this is the adviser portal here. From the adviser portal, it is your central management hub for your client’s estate planning life.

What I’ll do is I’ll show you. If I look up, if I look up, this, this client here, I’m able to dive in and see their estate planning life, from this central hub. You’ll see there are a number of different sub tabs that I can navigate around to, ranging from of course, we wanna give you a central place to be able to, store your estate planning documents. And so everything can be stored in one central location in very clean categories and subcategories.

But importantly, we will then help you extract that information so that we can then prepopulate these data cards. So if you have a client with an existing estate plan, let’s say they have a existing slot in place, we will be able to help you populate these cards that are then going to capture all the key information about your client’s existing estate plan. Now this is what I’m showing you for a much more complex, complicated client that has the irrevocable structures in place. But how do we populate those cards and that information?

It’s really using our AI technology. So our AI technology, you simply upload an existing estate planning document and, into that into that digital vault, and you will then be able to run an extraction report on that document. So here you’re going to see what our AI technology looks like. On the left is the actual document itself, and on the right is everything that we’re able to extract literally within ninety seconds or less. And the purpose here is you as the adviser, if your client has an existing estate plan, you don’t wanna be reading through hundreds of pages of trust documents, but you sure as heck wanna be able to communicate to your client the current construct of their plan and have conversations around whether that meets their goals, their objectives, around legacy planning.

So we make that easy for you. So everything from overview, what’s the situs, what’s the document type, trust creation date, to any important family members that we’ve been able to identify, to the trustee flow, to then how the assets are actually going to get distributed. Is there a marital sub trust? Is there a credit shelter trust?

And then it looks like in this document, everything was going outright. Alright. In what format and what fashion?

You’ll see if I wanted to double click into any of this, we have, these hover over capability to show you exactly what page we found this information on. We also give you this little tab that will produce effectively a highlight reel of all the key information that we found from within the document. Now all of this then instantly gets fed into a visual report, which I’ll show you right now. Now you extract the document information that feeds into those, you know, neatly formatted data cards, but all of that then can be reused. Because we have data on this client and we understand the underlying construct of their estate plan, who the trustees are, who the beneficiaries are, well, now you go in here and you wanna create a report for your clients. Number one, this report can be fully co branded with your firm’s, logo and colors and fonts, and you just select what slides you wanna include.

So this client has My favorite part, everybody.

The co branding’s important. It really is.

I mean, it needs to And just the visual, you know, because you get these legal documents that are just you your eyes glaze over, and it’s so hard to understand and to have this.

This is what I really think of as, like, a referable moment as an adviser. Somebody gives you this, and you’re like, oh, you know, man, my adviser helps me simplify this and understand where the money in motion is gonna go and what that’s gonna look like.

Yeah. Exactly. And it needs to be intuitive. It needs to be clean. You’ll see that this is, obviously, not our colors and our look and feel in this report because it’s been customized for another firm, that I’m that I’m showing you here.

But you’ll see that this client has a slot, has a dynasty trust. If I went in here and I want to modify details and say, alright. Well, actually, instead of Peter receiving these assets, it was, let’s say, Jeremy Smith. And instead of fifty twenty five twenty five, it’s sixty twenty twenty.

You’re going to see that this all updates instantly. And this is the power of having extracted that key information from the documents and now structuring that data. Now to make any updates to this slide is seamless. It’s super easy because you have that data structured, and now you can update the visual here.

So now Jeremy is receiving the assets. Right? All the way through to then how does the revocable trust operate, and how that revocable trust will get distributed to your next generation.

And, of course, this can be done for every single one of your clients. If I go to a Robert Adams, for instance, and I want to show within, Robert Adams, his estate, report. Well, I just check off these slides, and it’s now fully customized for Robert Adams, including Robert Adams’ family. And so we’ll build it up family trees, and you can show the different relationships.

Of course, if you’re thinking about that next generation, well, who is that next generation? Who are going who are the folks that will be receiving assets?

So this is a very powerful deliverable to your end client.

I’d like to say, like, the technology wealth dot com has an extremely high ceiling, and, obviously, Danny’s covering that now. But also with the high ceiling is a very low floor. Meaning, like, how can we even service a kit of client? But I’ll let you walk through it a little bit further, Danny.

Well, I was just gonna say, I can see we have, because we’re coming up on time. Let’s switch and go into some of the marketing tactics, but we’ll what we’ll do is there’s a lot of questions coming in the chat. So while I’m talking marketing, I’m gonna let the two of you guys talk in the chat to answer some of the questions. And then stay on, everybody, and we can go through. And if we have time, we’ll pull back more into the demo.

Absolutely. And if we do pull back into the demo, I will cover our document creation capabilities.

For instance, this was a document that was created through Health dot com, and we can walk through how it was created and how advisers are helping their clients get set up with these amazingly, comprehensive, foundational documents.

Perfect.

Okay.

Okay. Alright. So you guys attacked the chat there. You got a lot of good questions coming in about the technology, which is great. And I’m gonna pull back up my screen.

Okay. So we did that. Okay. So for many of you, you’re saying, okay. So if I’m already doing a lot of this for my clients, how do I communicate it and market it better?

Right? That’s what you wanna know how to do. So the very first thing I want you all to do is to Google your business and see if you have it checked off that you provide estate planning on your Google business listing. Because if somebody is doing a Google search for estate planning and financial planner near me or they’re looking for a financial planner that offers estate planning as part of that holistic services, Google is gonna tell them whether or not your firm does in that list.

So this is a really important part of SEO to make sure that you come up when someone’s doing that search. And I actually have included in the slide deck, this is linked, the link of how to edit it so that you can add it. So I made it really, really easy for you all. So that’s the very first thing that you’ll want to do.

The second thing you’ll wanna do is make sure that you’re very crystal clear on your website that you are speaking about estate planning. So here’s a screenshot of a website. You can see under services, they have investment, retirement, estate. You know, you might have retirement, investment, tax, estate.

But having the word estate or estate planning, in a submenu like that, again, is just gonna signal to people that this is a big component of how you are serving your clients. So having a dedicated page like that really can go a long way. But then once you actually are on the page or the client or the prospects on the page, you wanna use very simple everyday language to explain what estate planning really means. Because, again, as all the data we just looked at shows, so many people still believe estate planning is really only for, like, that top point zero one percent of people.

Right? They think, oh, I don’t have enough money to justify it. So we wanna explain that estate planning is for everybody and talk in really layman’s terms about what that means. You can use stories to really get this across as well.

So this is a great example of a blog post we have in the FMG content library that you can just add to your website that talks about kind of the pitfalls of what celebrities have even gone through because they were not prepared for estate planning. But using stories that people can relate to is a great way to simplify it and help them really understand what it is we’re talking about here.

The other thing that I really suggest you do is create if you if this is something you’re really wanting to capitalize on, we see how many clients want an adviser who helps with estate planning and how many people aren’t getting it, create a whole estate planning resource center on your site. So I’m actually going to open this page up. So this is a website, that we’ve worked with, the advisers on here at FMG. And so you can see they have this estate planning resource center. What is my net worth calculator?

So you can go in and punch in, you know, all of oops. Wait. I got this. Pulling up the wrong one here.

Let’s see. Yeah. Here we go. So you can go in and you can put in, you know, all of your different assets, and it will spit out the number to explain it to you.

It has different articles, where they can learn more. And then there is a, download that somebody can get as a way to generate leads, for your business. There’s videos. So this is all content that we have in the FMG library that you can just very, very easily add to your website.

But having a resource center like this, think about how much more profound that is if someone’s looking for an adviser and they’re wondering, is this adviser gonna help me with inheritance issues, with trusts, with all these different estate planning questions, and then you have this on your site. Right? Makes a massive difference in what you are communicating.

Let me just okay.

There we go.

So I talked about, you know, capturing leads with this as well.

If you are an FMG customer and you’re interested, we actually have this understanding your estate downloadable in our content library. So you don’t have to create anything. It’s a guide. It’s already made for you.

You can put it on your website. And as people come in, you’ll get their name and email, and you can follow-up with them and say, you know, what are your concerns about estate planning? It’s something that we integrate with all of our new clients. Really, really great way to capture leads who are interested in this.

Maybe they’re not getting it from their current adviser, right there on your website. Another thing that I love, this is a website. We worked with Zuckerman Private Wealth, and we added a whole section of testimonials for them on their website. So, again, if that’s something you’re interested in doing, you know, with the new SEC rules, you can add testimonials on your site.

You obviously wanna check with compliance first. But I love that they have testimonials that include, clients talking about the estate settlement issues as well. So they’re not just talking about financial planning in general, but they’ve specifically highlighted ones that also talk about estate.

And adding interactive elements to your website too. You know, things that will get people thinking, like, maybe I don’t understand this as much as I really thought I did. So, this site here, this is a quiz we’ve developed at FMG that you can add. But, again, you know, if you’re not an FMG customer, you could have your own interactive elements.

But it asks people questions, and then it tells them you know, I’m just gonna pick one. I’m not reading it. Whether they got it right or wrong and how many other people chose that answer. So you can kinda see how knowledgeable you are.

Right? So people love this kinda interactive stuff in marketing. It really gets them more intrigued and thinking about how you can help them. So adding something like that that’s interactive keeps people engaged, gets them realizing your expertise, but in a way that makes it a little bit more fun.

And if you are using wealth dot com, you can showcase the power of wealth dot com right on your website. Right? So this is just a quick visual that can show you. And I’m sure, Danny and Tim, correct me if I’m wrong, but you can provide your users with visuals like this that they can add to their website so that they can hide prospects?

What Absolutely.

Yeah. We we have a library full of content. We work very closely with, our partners and our marketing team to provide that what what fits their website and their messaging perfectly. So we definitely do it.

Yes.

So, you know, I think one of the things if a lot of us a lot of wealth management firms have a lot of tech that makes their clients’ lives easier, but they don’t showcase it on their site in a way that’s easy for the client to understand. And so this is, you know, a really, really easy way to just show show how it’s going to help you as the end user as the client.

So a lot of you talked about email and how you wanted to talk more about estate planning and email, and you’re maybe not sure what to say or what to do. So we work together, wealth dot com and FMG, to create a four part estate planning drip email that you can use, and we’re giving it away to everybody on this call and everyone who registered for free.

And you can customize it or you can use it as is. So you will all get that in an email as a follow-up, but it’s great because it talks about how it’s not just, you know, for certain type of person. It’s for everyone, some common misconceptions about it. It talks about the tax cuts and job act ending.

And so it’s four parts. So you can send it however you want. We recommend doing it once a week for a month.

But it’s a great way to send to both clients and prospects to get them thinking about what types of services you can help them with, how you’re gonna be looking at them holistically, you know, comprehensively every aspect of the plan. And we, through our do it for me program, have already had advisers sending this out and are seeing amazing, amazing response from it. So I’m excited to share it with all of you. I think you’re gonna get a lot of value from it.

And if you are an FMG customer or you’re interested to be coming on in our content library, if you just search the word estate under emails, you can see all different kinds of email drip campaigns that we have, social posts, obviously, web content that you can use. But I thought I’d put a screenshot here for all of you since you’re gonna get the deck in case you’re wondering what kind of things should I be talking with clients with in email or prospects about estate planning. So, you know, everything for from financial protection strategies to estate, you know, common estate strategy mistakes that you should be avoiding.

We also have a, you can see there at the top, a center of influence campaign specifically for state attorneys. So if you want to have more estate planning attorneys that you’re working with, maybe you want to reach out to the people in your area and start, you know, trying to work with them more closely and garner some new business from them, that is an email that you can send out that introduces you and your firm and, you know, talks about how you help clients with estate planning and suggests a partnership together. So that is a really, really amazing email, for our do it for me customers, which I’ll talk more about in just a second.

And then on social media, one thing I like to tell people is, you know, nobody wakes up in the morning and goes to social media and says, like, man, I need an estate plan. I hope I’m gonna find out how to get one on LinkedIn today. Right? Like, that’s not why we’re there.

But if you’re sharing something that’s really compelling and interesting, it will get attention. So, you know, this is an example of a social post. Only forty six percent of Americans have a will.

And while probate takes an average of nine months to complete, it can take much longer without a will. So it’s just a nice visual way to get people thinking about estate planning and, again, connect the dots between, oh, my adviser doesn’t talk to me about this, but this person is on social media.

They’re offering a lot more value to their clients than the current person that I’m working with. Right? So the main idea with all of this, the social post, the emails, the websites is if you’re not talking about it, it can’t be a differentiator.

You need to be talking about it in your communications in order for people to equate that you’re offering this as a value add to your I shouldn’t even say a value add, but as a more to be more comprehensive, to your your clients. And then I wanted to share this one. I thought this was so interesting. I saw this on Facebook a while ago, and I saved it, and I went back and found it.

But this person wrote this social post in very plain language.

All you know, it starts with there’s nothing fun about stuff like estate planning, getting mammograms, or talking to a guy about long term disability, but do it anyway. And then they go through and it’s like, an estate plan is simply your directions on what should happen if you get sick or die.

And they the post goes on. I sort of shortened it here, but you can see it got fifty six comments and thirty four shares because people don’t talk about estate planning like this. It’s so simple. It’s very, very easy to understand.

It’s written so that, you know, a ninth grader could read it. And that, I think, is one of the big issues that we have in how we all talk about and market estate planning services is that we use jargon. We use language that we talk about irrevocable trust and things that the average person no idea. So the more you can keep the language simple, the more you’re gonna get people to connect with you on this issue and understand why it’s important and how you can help.

So the more you can use that simple natural language, the better.

Okay. I just wanted to before I go to that last one here, there was a couple questions that came out about, some of the content that you saw. So I just wanna pull up really quickly. Again, if you’re an FMG customer and you log in, this is our dashboard and what it looks like.

So if you came up here and you just, again, search the word estate, you will get a list of all of the different content that’s in the library that you can use. So web web content, emails, social posts, greeting cards. And then if you wanted to use it, you can either click details or use, and it’ll give you a preview. And so this is the example of one reaching out to a center of influence.

I’m sorry. An estate attorney as a center of influence campaign.

And it just talks, like, basically introducing the firm and what you can do for them. So with any of these, they’re really, really easy to use as is or to go ahead and edit to be specific. So you can see, you know, four steps for managing an inheritance.

This one talks about the great wealth transfer. It’s social media post that, again, you can use as is or you can edit. So tons of great content in our library to make it really easy for you to market this, and have those conversations.

Okay. So I’m gonna stop sharing there.

And or, actually, let me pull up one more thing really fast, guys. Sorry.

And then we’ll go through the rest of the questions. So I just wanted to mention that if you are interested in, working more with FMG to help market your business, we just launched a new program about a year or two ago called do it for me because we would do webinars like this, show you examples of how to send emails, do social posts, update your website, and people would say, well, can you just do it for me? So we created this program to allow you to work with somebody on our team every single month. We We send you an editorial calendar that looks like this, and it will tell you what blog posts, emails, social posts are gonna go out on your behalf.

And you can even opt into additional ones, that are specific for business owners or young families depending on, you know, what your niche is. And then it all goes out on your behalf. Everything, it goes through compliance in our our portal. Makes it really, really easy to get your marketing done, stay top of mind with clients and prospects, but not have to lift a finger to do it.

So if you’re interested in this, please reach out to us. You can go to FMG’s website and set up a time to talk with our team, and we would absolutely, love to tell you more about it.

Alright. With that, let’s go back into the chat and the q and a. And what kinds of questions does it look like we need to address?

It seems like there’s a lot of questions about some document creation stuff and also about, legal liability and and integrations. So I’m happy to kind of touch on a lot of that, a lot of that stuff.

Anything, Tim, that you’re seeing?

No. I I I agree with you. I think if we, I think those are the three main topics as I kinda peer through this. So let let’s hit those and see if more come in.

Yeah. And so first of all, I’d say that look. There are some clients that you’re always going to want to go and talk to a trust and estate lawyer with, and that’s they’re going to be their preference.

However, many clients are very happy to just get their documents set up, and they want to get their trust. They wanna get their will set up, and they don’t wanna spend three thousand. They don’t wanna spend five thousand dollars to go and do it. They don’t wanna spend the time to go back and forth with the trust and estate attorney.

And that’s where there are alternative solutions available. So before I was walking you through some of our reporting capabilities at wealth dot com, and, you know, there are other services out there that do have reporting capabilities. But really importantly, I think that if you look at that sixty three percent of that partner firm that we have, for instance, of clients that don’t have any estate plans in place, like, that’s simply not okay. It’s not okay that we have the majority of the American population that don’t even have a will.

What ends up happening is that backs up the courts, so that all of our other important cases end up getting literally backlogged because probate courts are having to usher through, you know, clients’ people’s estates that, there was no guidance given by the deceased on what’s supposed to happen. Right?

So then assets end up getting distributed by, your local, local statutes and, you know, really important family decisions are made by a judge and not by a judge.

Thing I think it’s important to highlight, because I think it carries in both both of those questions. The second one that you’re mentioning is that day one, if I’m working with wealth dot com has access to our attorney network. So we have a vetted attorney network. It’s very unique to us.

We’re the first one in the most robust attorney network across all fifty states and DC. So if you do have a client that, one, need a little bit more hand holding or we lean into a little bit more of the complex, you’d have access to the attorney network. Also, with people moving up to eleven times in a lifetime, you know, they’re moving across state lines, You may have had, you know, a center of excellence in California, you have a firm in California, but now your clients are in Texas. They’re in Florida.

They spread across the US. Just think of us as a partner, not only from the digital creation side, but access to our network of attorneys as well. So I think that’s a really unique way that wealth dot com can kinda supercharge whatever existing estate planning strategy you have in place.

Yeah. It’s a great point, Tim, on the on the attorney network. I mean, that is very unique to wealth dot com. You’re not gonna find any other providers that have literally a nationwide network of attorneys that has been fully vetted and built out in every single state and DC.

And that goes hand in hand with your existing c o centers of influence, where if you do have an attorney in Indiana and you’re in Indiana, great. But if your client just bought a home in Idaho, well, you probably need to, transfer that, home into the trust. And so you’re probably gonna need an attorney to help facilitate that. Will Wealth dot com plug and play with us?

Now what about those clients, though, that don’t have the estate planning documents in place? This is where you can actually provision access to Wealth dot com to them, and they will land here into the client portal. Before they land here, though, there’s a series of disclosures that they acknowledge, positively acknowledge, including that their adviser is providing them now with a digital, option, but they have other options available, like speaking to a trust and a state attorney. But they’re provided with this digital option, and the adviser is not providing any legal, advice to them.

Wealth dot com is the one that’s ultimately on the hook for any output here. Now I’m gonna go over to the document center because this is where my estate plan was actually created. And you’ll see this is my custom estate plan between my wife and I. And the reason why it’s laid out for me is because during onboarding, I was actually forced to take this intake evaluation, which gets at my goals and objectives around my legacy planning.

Wealth dot com then translates those legacy goals into best match of should I have a trust or should I have a will and why. So I own property in another state that introduces two probate processes. Right? Ancillary probate process where if I have only a will in place and I have a home in Florida and New York, there’s gonna be a probate process, which means time and money that’s opened in both New York and Florida.

Now should I have a joint trust with me and my wife? Should we each have our own individual trust? So we customize it further, and, ultimately, we then allow you to create this document. I’m gonna go through this in about forty five seconds here.

I’ll show you. We got, like, two minutes left.

So so so this document here, you could just see it looks, feels, walks, talks, acts like a document that your clients would be paying thousands of dollars for because it is. In this document, I’m giving everything to my wife, except she’s getting her assets through a marital sub trust. I’m giving assets if she’s predeceases me to my children, forty percent each, and to charities, and they’re getting their assets, my kids, through a trust for descendants because I don’t want them getting a big windfall at, let’s say, the age of eighteen. And I said that they can only get access to a quarter of the value of the trust property at the age of twenty five.

And this document is fully optimized for the state in which I live. So Florida, because we pay hundreds of thousands of dollars to local attorneys in every single state to make sure that these documents are optimized for every state. But it’s frictionless to create. The average, time to completion is sub forty minutes to create these documents.

And what we find is that if a client starts creating a document through wealth dot com, ninety one percent of the time, they complete it literally within ten days. Ten days, this is completed, completely frictionless.

That’s great. There’s one remaining question that somebody had whether our attorney network can help with special needs trust, and, absolutely, they can. So I think that was one of the last questions here that just came through.

And I really I there’s so much we didn’t get a chance to look at, and I encourage you all to reach out and get a demo.

Obviously, there’s a lot of power in this platform.

So I know we’re running out of time, but you Yeah. Definitely wanted to to take a look.

If you could stop sharing for one second, Danny.

What I’m gonna do Yes.

Is I will stop sharing here.

Oh, Jim. Look at Jim.

Takeaways from the meeting, and he put all of these great tips Good job to Jim.

I just wanted to pull up one more time, because somebody was asking again about the the drip. Let me just back up. So it’s actually gonna be a PDF that you’re gonna get from us that is going to be all of these emails. But if you already are a user of FMG and you wanna see it right now and you go into the content library, if you’re using our do it for me program, it is already in there. So you can find it in there now. You don’t have to wait.

It is it’s in here in the do it form or in the exclusive content library. And all of those email drips. So you can see this one right here brought to you in partnership with wealth dot com, and it will tell you, here’s the sequence. You can say, yes. I’m ready to use it. And we really want you to have your contact segmented into groups.

So that’s a really important marketing tip. You wanna have, you know, your prospects, your clients, maybe even broken down a little bit more.

But you can see, do you wanna wait for thirty days between sending the emails? Do you wanna do it every ten days? So you get it loaded up. It’s in here, and then you can go ahead and send it.

So if you already are an FMG customer on our do it for me program, the email is ready to go and load it. Everybody else, you’re gonna get a PDF, which you’ll be able to copy and paste and put into any email, platform that you like. So there’s a lot to learn more about FMG and wealth dot com. I think the big takeaway is we both have very powerful platforms that can help you, and we’re so excited that you spent some time with us today.

We encourage you to visit visit, wealth dot com or f m g suite dot com to learn more. And I know there’s a lot of questions we didn’t get to either, but we will follow-up, with as many as we can via email.

And we thank you all for your time today.

Thank you so much, Samantha. Thank you, FMG, and, you know, look forward to connecting with everybody.

Okay. Thank you.