Marketing Your Estate Planning Business

Many estate planners are uncomfortable with "marketing" - it feels like selling. For those just starting out, also see our guide on How to Start a Will Writing Business. But here's the reality:

Without marketing:

• •Potential clients don't know you exist
• •They go to whoever they find first
• •You wait and hope for referrals
• •Income is unpredictable

With effective marketing:

• •Clients actively seek you out
• •You can choose who to work with
• •Income becomes more predictable
• •Your business grows steadily

Reframing marketing:

Marketing isn't pushy selling. It's:

• •Making people aware of services they need
• •Educating potential clients
• •Being findable when people search
• •Building relationships that lead to referrals

The good news: Estate planning marketing doesn't require big budgets or aggressive tactics. Most successful planners use relationship-based, educational approaches.

For established estate planners, referrals typically account for 60-80% of new clients. Building a referral system is essential.

Client referrals:

• •Happy clients naturally recommend you
• •Ask at document signing: "Who else might benefit?"
• •Send occasional updates to past clients
• •Remember: every client has friends, family, colleagues

Professional referrals:

• •Financial advisers (you handle wills, they handle investments)
• •Accountants (similar client base, different expertise)
• •Funeral directors (clients thinking about end of life)
• •Care homes and carers (LPA need is obvious)
• •Solicitors (overflow and areas they don't cover)

Building referral relationships:

1. Identify potential referrers

2. Meet and understand their business

3. Explain how you could help their clients

4. Agree on how referrals work

5. Send thank-you for referrals received

6. Refer back when possible

What to offer referrers:

• •Quality service for their clients
• •Professional handling
• •Updates on progress
• •Reciprocal referrals where appropriate
• •Some practitioners offer referral fees (check regulations)

The key: Referrals come from trust. Deliver excellent service consistently.

Estate planning is typically local. You serve people in your area. Local marketing makes sense:

Google Business Profile (free, essential):

• •Set up your profile
• •Add photos, description, services
• •Encourage client reviews
• •Respond to reviews
• •Post regular updates

Local directories:

• •Yell.com and similar
• •Local business directories
• •Community websites
• •Parish magazines

Community involvement:

• •Local networking groups
• •Chamber of commerce
• •Rotary, Lions, WI
• •Community centres and groups

Educational events:

• •"Planning for Later Life" talks
• •Lunch and learn sessions
• •Library workshops
• •Charity partnership events

What works locally:

• •Being visible and known
• •Reputation through service
• •Word of mouth
• •Community involvement

What doesn't work:

• •Aggressive door-to-door sales
• •Cold calling
• •Pushy tactics
• •Overpromising

Even for a local business, online presence matters:

Website basics:

• •Professional, simple design
• •Clear explanation of services
• •Easy to contact you
• •Mobile-friendly
• •Local SEO basics

You don't need:

• •Expensive custom design
• •Dozens of pages
• •Complex functionality
• •Constant updates

Google Business Profile tips:

• •Keep information accurate
• •Add photos (you, office, documents)
• •Post weekly updates
• •Respond to all reviews
• •Use Google Posts feature

Social media (pick one or two):

• •LinkedIn for professional connections
• •Facebook for local community
• •Don't try to do everything
• •Consistency beats frequency

Content that attracts clients:

• •Answers to common questions
• •Helpful guides and tips
• •Local relevance
• •Your personality and approach

Simple content ideas:

• •"5 reasons everyone needs a will"
• •"What happens without an LPA?"
• •"Common will mistakes to avoid"
• •Local news relevance when appropriate

Networking builds relationships that lead to clients and referrals:

Business networking groups:

• •BNI and similar structured groups
• •Local business breakfast clubs
• •Industry-specific groups
• •Professional associations

What to look for:

• •Right mix of potential clients and referrers
• •Good culture and ethos
• •Convenient timing and location
• •Reasonable cost for value

How to network effectively:

• •Focus on relationships, not sales
• •Ask questions, show interest
• •Explain what you do clearly and briefly
• •Follow up with people you meet
• •Give referrals to others first

Your "elevator pitch":

Practice explaining what you do in 30 seconds:

"I help families protect their assets and make sure their wishes are carried out when they're gone. I specialise in wills and lasting powers of attorney, and I visit clients at home to make it easy for them."

Networking mistakes:

• •Hard selling at events
• •Only talking about yourself
• •Not following up
• •Expecting immediate results
• •Giving up too quickly

The reality: Networking takes time. Relationships build over months. But the payoff is substantial - referrers who send you clients year after year.