This post was authored by Adem Tumerkan, Dunham's Content Writer. If you have questions concerning today's topic, please call us at (858) 964 - 0500. Hold us to higher standards.

In today’s hyper-competitive market, reaching new clients is tough work for a financial advisor.

You’re in a crowded field, with many others vying for the attention of high-net-worth (HNW) individuals who need someone they can trust with their hard-earned wealth.

To succeed, you don’t need tricks - just tried, true, and valuable strategies.

Here’s a roadmap for hopefully getting in front of new clients, using simple, powerful methods that let you focus your time on what matters most – growing your practice.

Reaching New Clients: Content, Connection, and Consistency

As a financial advisor, you grow client relationships one interaction at a time, but marketing content can really expand your reach.

A well-written blog post, an insightful article, or even a timely and powerful social media post can add value for your clients and draw in new ones long after publication.

For instance, did you know that - according to Demand Metric¹:

• Content marketing generates 300% more customers.
• 78% perceive a relationship between themselves and a company using custom content.
• 90% of consumers find custom content useful.

Therefore, quality content doesn’t just boost your visibility. It strengthens your brand and builds your authority.

When you share insights on topics like tax strategies or investment options, you position yourself as a go-to resource - deepening trust with clients and appealing to potential prospects.

For instance, the 2023 Putnam Investments survey showed that 68% of advisors who gained clients created or sourced original content vs. 46% who didn’t.

Outsourcing Content Creation for Financial Advisors

But creating high-impact content takes time. If regular content creation feels overwhelming, you don’t have to do it all alone. Outsourcing is a practical way to stay visible without stretching yourself thin. Here are some ways to make it happen:

• Freelance Writers: Find writers with financial expertise on platforms like Upwork or through specialized content agencies. A knowledgeable writer can help you consistently publish valuable content without taking too much time from your day.
• Marketing Agencies: Agencies specializing in financial services can create a content calendar, develop posts, and manage publishing.
• Social Media Assistants: A social media expert can help handle scheduling, engage with clients, and expand your digital reach. By investing in this support, you free up time to focus on your clients while keeping a strong online presence.

*As a note: Dunham has an extensive blog and content vault for our financial advisor clients covering investing, taxes, estate, and trusts - because we get how time-consuming running a practice can be, and we're here to help. You can contact us for more information via email or (858) 964-0500.

Using Digital Channels to Attract High-Net-Worth Clients

The digital world is here to stay. So, if you aren’t online, you’re essentially invisible. Being seen doesn’t mean doing everything at once – but rather it means doing the right things.

For example:

• LinkedIn Basics - Start with a clean, sharp LinkedIn profile. Don’t just post your resume. Make it about your clients. Highlight your strengths and how you solve their problems. Post insights on topics your clients care about market updates, tax tips, or planning for retirement. Make each word count.
  
• Content That Offers Value—As mentioned in the above section, writing blogs or recording short videos helps you create value. You can discuss real issues, like how to prepare for a big sale or the latest in tax strategies. Be honest and practical. The goal is to be the go-to source, not just another generic talking head.
  
• Targeted Ads - Sometimes, you’ve got to pay-to-play. Ads on LinkedIn, Facebook, or Google can help you reach specific people. But make sure you’re prepared and clear about who you’d like to reach - business owners, retirees, or those thinking about wealth transfers.

*For tips on improving your LinkedIn presence, see LinkedIn’s own Marketing Solutions for Financial Advisors² page.

Build Strong Referral Networks

Referrals are your best friends in this business. When a trusted person refers to you, half the work is done.

In fact, it’s the number one source of new clients – with referrals bringing in 53 percent of them in 2022, according to a Cerulli report³.

A satisfied client can open doors to new opportunities, with each recommendation potentially leading to others. One happy client might refer two more, who then each could bring two others, and on and on. Thus, creating a ripple effect of growth that can reach far and wide.

Another good strategy is to partner with groups – like tax attorneys, realtors, etc. – that could also refer you to potential clients.

Things like:

• Build Mutual Benefits - create win-win relationships. They send clients to you; you send clients to them. Simple, but it works.
• Network Where Your Ideal Clients Are - show up where your ideal clients spend their time. Attend charity events, investment seminars, or community gatherings where high-net-worth individuals are likely to be. Get to know people. Don’t push. Let them come to you because they see you’re genuine.

*Check out the Dunham service menus to find strategies that may boost your referral power and make you the “go-to” financial advisor.

Focus on the 80/20 Rule for HNW Clients

When working with HNW individuals, remember the reality that not all clients are created equal.

This is where the 80/20 Rule - or Pareto Principle - comes into play.

The rule suggests that 20% of your clients are likely to generate 80% of your revenue. This is especially true for HNW clients, who often require more attention and contribute significantly to your bottom line.

Here’s how to apply the 80/20 Rule to maximize your efforts:

• Identify Your Top Clients - Use data to determine which clients bring in the most revenue and require the most attention. Focus on these high-value clients rather than spreading your time thin across everyone.
  
• Provide Extra Service for Extra Value - Go above and beyond for these clients. Make it personal—if they need tax assistance, arrange it. If they’re selling a business, guide them through the process step-by-step. HNW clients often expect a higher level of service than most, so consider partnering with a trust company like Dunham Trust Company to help attract and retain these valuable clients.
  
• Upgrade Your Client Book - Your time is valuable. Don’t hesitate to consolidate your practice by passing on less profitable clients who consume a disproportionate amount of your time. This allows you to focus on the clients who truly impact your business.

Find and Own a Niche as a Financial Advisor

There’s an old saying: If you’re everything to everyone, you’re nothing to anyone.

That’s why it may be a good idea to find a niche by focusing on a group of people with specific needs. Maybe it is business owners looking to retire, or families needing trust help. Whoever it is, make sure you know their needs better than anyone else.

• Know Their Pain Points - talk directly to their needs. If you work with doctors, write about how they can navigate high taxes. If you focus on business owners, show how to set up a succession plan. Be the expert in that space.
• Direct Your Messaging - every message should speak to this group. Your ads, website, and even your business card should make it clear who you serve. Clarity is power.

*An example of this is Dunham’s Women of the Golden Rock (WOTGR) – a targeted marketing program to attract professional women and women who are set to inherit $33 trillion in assets over the next decade.

Measure What Works and Adjust Your Strategies

This is an underrated point in the [practice management space. But what doesn’t get measured can’t be improved.

Track your progress. See where new clients come from, how much it costs (time or money) to acquire them, and what keeps them engaged.

• Use Simple Metrics - look at client referrals, client acquisition costs, and engagement rates. If something works, do more of it. If something doesn’t, cut it.
• Ask for Feedback - clients are your best critics. Ask them what they value and where you can improve. Use their insights to adjust and get better.

Final Thoughts: Building a Client-Centric Growth Strategy

In the end, reaching new clients comes down to a few simple principles.

Showing up where it matters, giving people what they need, and prioritizing high-value relationships.

The 80/20 rule is a good guide when dealing with your time and practice by focusing on the clients who matter most and the strategies that get results.

Keep it honest, position yourself correctly, and your business will potentially grow.

Sources:

1. Content Marketing Infographic | Demand Metric
2. Financial Services | Advertise on LinkedIn
3. How Financial Advisors can Systemize Their Referral Process | FMG

Disclosures:

This communication is general in nature and provided for educational and informational purposes only. It should not be considered or relied upon as legal, tax or investment advice or an investment recommendation, or as a substitute for legal or tax counsel. Any investment products or services named herein are for illustrative purposes only and should not be considered an offer to buy or sell, or an investment recommendation for, any specific security, strategy or investment product or service. Always consult a qualified professional or your own independent financial professional for personalized advice or investment recommendations tailored to your specific goals, individual situation, and risk tolerance. All examples are hypothetical and are for illustrative purposes only.

Information contained in the materials included is believed to be from reliable sources, but no representations or guarantees are made as to the accuracy or completeness of information.  This document is provided for information purposes only and should not be considered as investment advice.

Dunham & Associates Investment Counsel, Inc. is a Registered Investment Adviser and Broker/Dealer. Member FINRA / SIPC. Advisory services and securities offered through Dunham & Associates Investment Counsel, Inc.

Trust services offered through Dunham Trust Company, an affiliated Nevada Trust Company. Dunham Private Trust is the Wyoming division of Dunham Trust Company.