How to Get Estate Planning Clients: Complete Marketing Guide

How do estate planners find clients?

Main client sources:

1. Company-provided leads (employed/partnered)

2. Referrals from existing clients

3. Professional referrals (accountants, IFAs)

4. Online presence (website, social media)

5. Local marketing (networking, events)

6. Paid advertising (Google, Facebook)

Reality check:

If employed or with a company:

• •Clients often provided
• •Marketing handled for you
• •Focus on conversion, not generation
• •Much easier starting point

If fully independent:

• •Must generate own clients
• •Marketing is your job
• •Takes 6-12 months to build
• •Significant effort required

See Self-Employed vs Employed Estate Planner for route comparison.

Referrals are the best clients.

Why referrals convert better:

• •Pre-sold by trusted source
• •Higher trust from start
• •Usually ready to proceed
• •Less price-sensitive
• •More likely to refer others

Building referral systems:

From existing clients:

• •Ask at appropriate time (after completion)
• •Make it easy (who specifically to mention)
• •Thank referrers personally
• •Consider referral incentives

Script example:

"I'm so glad we could help with your estate planning. If you know anyone else who might benefit from getting their affairs in order, I'd be happy to help them too. Who comes to mind?"

From professional networks:

• •Accountants (natural fit)
• •Financial advisers
• •Solicitors (non-competing)
• •Mortgage brokers
• •Funeral directors

Building professional relationships:

• •Identify complementary professionals
• •Offer to meet and explain your service
• •Provide value first (education, not sales)
• •Make referring easy
• •Reciprocate where possible
• •Follow up on referrals professionally

Your online presence matters.

Website essentials:

• •Professional appearance
• •Clear service description
• •Pricing transparency (or indication)
• •Easy contact options
• •Client testimonials
• •Local SEO optimisation

Google presence:

• •Google Business Profile (essential)
• •Reviews collection system
• •Local keywords optimisation
• •Regular updates

Social media:

• •LinkedIn (professional connections)
• •Facebook (local community)
• •Content that educates, not sells

Content marketing:

• •Blog posts answering client questions
• •Guides on estate planning topics
• •Video content (if comfortable)
• •Email newsletter

What to write about:

• •Why people need wills
• •LPA importance
• •Common estate planning mistakes
• •What to consider when writing a will
• •Family protection strategies

SEO basics:

• •Target local keywords
• •"Will writer [your town]"
• •"Estate planning [your area]"
• •Create location pages if multiple areas
• •Build local citations

Community presence:

Networking groups:

• •BNI and similar
• •Chamber of Commerce
• •Local business groups
• •Professional associations
• •Commitment: 1-2 groups maximum

Speaking opportunities:

• •Local clubs and organisations
• •Rotary, Lions, WI
• •Retirement groups
• •Offer free educational talks
• •Position as expert, not salesperson

Local partnerships:

• •Care homes and retirement villages
• •Funeral directors
• •Churches and faith groups
• •Community centres

Events:

• •Local fairs and markets
• •Business exhibitions
• •Charity events
• •Seminars and workshops

Print marketing:

• •Local magazine advertising
• •Parish newsletters
• •Community noticeboards
• •Targeted direct mail (age-appropriate areas)

What works locally:

• •Being visible and helpful
• •Educational approach
• •Building genuine relationships
• •Consistent presence over time
• •Professional reputation

Should you pay for advertising?

When it makes sense:

• •Established with good conversion
• •Budget allows experimentation
• •Willing to test and optimise
• •Clear target audience

When to avoid:

• •Just starting out
• •Tight budget
• •Unable to track results
• •No conversion system

Google Ads:

• •Target "will writer [location]"
• •High intent searches
• •Can be expensive per click
• •Needs careful management
• •Budget: £300-1,000/month minimum to test

Facebook/Instagram Ads:

• •Target by demographics (age, location)
• •Lower intent than Google
• •Good for awareness
• •Lead generation possible
• •Budget: £200-500/month to test

Other options:

• •Local newspaper/magazine
• •Radio (expensive, hard to track)
• •Door drops (variable results)
• •Sponsored community events

Key principle:

Track everything. Know your cost per enquiry and cost per client. Only continue what works.

Getting enquiries is only half the battle.

Responding to enquiries:

• •Speed matters (respond same day)
• •Personal response, not generic
• •Answer their specific question
• •Offer next step clearly

Initial conversation:

• •Listen more than talk
• •Understand their situation
• •Explain your process
• •Be clear on fees
• •Book appointment promptly

Common objections:

"I need to think about it"

• •"Of course. What specifically would you like to consider?"
• •Offer to answer questions
• •Follow up in 48 hours

"It's too expensive"

• •Explain value, not just price
• •Compare to solicitor costs
• •Discuss cost of not planning
• •Offer alternatives if appropriate

"I'll do it later"

• •Gently highlight urgency
• •LPA incapacity scenarios
• •Not about death, about protection

Follow-up system:

• •Same-day email summary
• •48-hour follow-up call
• •1-week reminder
• •Monthly newsletter to database

Conversion rates:

• •Good: 50%+ of qualified enquiries
• •Average: 30-40%
• •Poor: Under 25%
• •Focus on improving conversion before adding more leads

Sustainable client acquisition:

Year 1 priorities:

• •Join company for leads (if possible)
• •Build referral systems
• •Create online presence
• •Start networking

Year 2-3 development:

• •Strengthen referral network
• •Improve online visibility
• •Test paid advertising
• •Develop specialisation

Long-term sustainability:

• •Referrals become primary source
• •Reputation drives enquiries
• •Marketing becomes maintenance
• •Focus on service, not sales

Avoiding common mistakes:

• •Spending too much on advertising early
• •Neglecting referrals for "scalable" channels
• •Inconsistent marketing efforts
• •Not tracking what works
• •Trying everything at once

Success metrics to track:

• •Enquiry source (where did they find you?)
• •Conversion rate by source
• •Cost per acquired client
• •Client lifetime value
• •Referral rate

Resources:

• •How Much Do Estate Planners Charge
• •Self-Employed vs Employed
• •Estate Planner Salary UK