Client Acquisition for Estate Planners

The first client is often the hardest. For what the whole arc actually feels like — first client, first will, first referral — see life after training. For broader marketing strategies, see our Estate Planning Marketing Guide. Here's how successful estate planners get started:

Your immediate network (best starting point):

• •Friends and family who need wills
• •Former colleagues
• •Neighbours and local contacts
• •Parents from school/activities
• •Club and society members

The conversation:

"I've just qualified as an estate planner. I help people with wills and lasting powers of attorney. Do you know anyone who might need these services?"

Why start here:

• •These people already trust you
• •They want you to succeed
• •Lower pressure first clients
• •Honest feedback available
• •Referrals come naturally

Tips for first clients:

• •Be honest about being new
• •Take extra time and care
• •Ask for feedback
• •Request testimonials
• •Ask for referrals

Timeline:

Most graduates get their first client within 1-3 months. Often from someone they already know.

If you're struggling:

• •Are you actually telling people?
• •Have you asked for referrals specifically?
• •Are you visible in your community?
• •Is your price a barrier? (Consider introductory rates)

After initial clients, referrals should become your main source. Build them deliberately:

Professional referrers:

Financial advisers:

• •Your services complement theirs
• •Their clients need wills
• •Refer back where appropriate
• •Build genuine relationships

Accountants:

• •Similar client base
• •Often asked about wills
• •Can refer complex tax to them
• •Professional relationship valuable

Solicitors:

• •Often too busy for simple wills
• •May welcome overflow work
• •Don't compete, complement
• •Professional respect essential

Funeral directors:

• •Clients thinking about planning
• •Natural conversation about wills
• •Memorial services contact point
• •Sensitive relationship required

Care providers:

• •LPA need obvious
• •Capacity awareness important
• •Can provide valuable service
• •Training for staff possible

How to approach:

1. Identify potential referrers in your area

2. Request a coffee/meeting

3. Explain what you do (briefly)

4. Ask about their business

5. Explore mutual benefit

6. Follow up and maintain relationship

7. Refer to them where possible

The key: Give first. Refer to them. Help their clients. Referrals follow.

Being known in your local area generates ongoing client flow:

Community involvement:

• •Join local groups and clubs
• •Attend community events
• •Volunteer where appropriate
• •Be genuinely involved, not just selling

Speaking opportunities:

• •Rotary/Lions club talks
• •Library workshops
• •Community centre sessions
• •Charity partnership events
• •"Planning for Later Life" topics

Local business networking:

• •BNI or similar groups
• •Chamber of commerce
• •Local business breakfast groups
• •Industry associations

Local marketing:

• •Google Business Profile (essential, free)
• •Local directories
• •Parish magazine advertising
• •Sponsoring local events
• •Community noticeboards

What works:

• •Being known as "the will person" locally
• •Regular visibility over time
• •Genuine community contribution
• •Word of mouth building

What doesn't work:

• •One-off marketing blasts
• •Aggressive sales approach
• •Expecting immediate results
• •Being visible only when selling

Getting enquiries is one thing; converting them to clients is another:

First contact (phone/email):

• •Respond quickly (same day)
• •Be warm and professional
• •Ask questions to understand their needs
• •Explain your process briefly
• •Suggest a consultation

Initial consultation:

• •Listen more than talk
• •Understand their situation fully
• •Explain options in plain English
• •Be honest about costs
• •Don't pressure - inform

Common objections:

"I need to think about it"

• •Perfectly fine, give them space
• •Offer to answer any questions
• •Follow up in a week or two
• •Some people need time

"It's expensive"

• •Explain the value provided
• •Compare to solicitor costs
• •Mention risks of no will/LPA
• •Don't discount without reason

"I'll do it later"

• •Acknowledge the reluctance
• •Mention why now matters (statistics)
• •Don't push, plant seeds
• •Stay in touch for when they're ready

Conversion rates:

• •Good: 60-70% of consultations become clients
• •Average: 40-50%
• •Lower than 30%: review your approach

Key insight: People buy from people they trust. Build relationship first, conversion follows.

Once established, systematise your client acquisition:

Monthly activities:

• •X networking events
• •X referrer relationship contacts
• •X pieces of content/visibility
• •Review and follow up enquiries
• •Ask recent clients for referrals

Tracking:

• •Where did each client come from?
• •Which activities generate results?
• •What's your cost per client?
• •Which referrers send best clients?

Focus resources:

• •Do more of what works
• •Stop what doesn't
• •Invest in best referrer relationships
• •Build on successful channels

The referral machine:

After every completed case:

1. Ask for feedback

2. Request testimonial

3. Ask who else might benefit

4. Send thank you note

5. Follow up in 6-12 months

Annual goals:

Set realistic targets:

• •Year 1: 20-40 clients
• •Year 2: 40-60 clients
• •Year 3: 60-100 clients

The compound effect:

Each happy client can refer 2-3 more over time. Your client base compounds. By Year 3-4, most new clients come through referrals, and you spend less time actively marketing.