Estate Planning Is the Hottest Marketing Topic Right Now
Seminar vendors are all saying the same thing, estate planning is the hot topic this year.
Recently I’ve been vetting seminar vendors for the advisors I work with and they are all saying the same thing: estate planning is the topic drawing the most people.
This makes sense. The oldest baby boomers are turning 80 this year so transferring wealth and getting affairs in order is very much on their minds and the minds of their adult children, who will be responsible for them if they don’t.
There is a lesson to learn from the seminar companies: if you work with people in this age group, estate planning is worth prioritizing as a content topic. Earlier this year I wrote a three-part series on this: why wealth transfer is a niche worth exploring, working with the clients passing down the assets, and getting to know the heirs now. What I’m hearing from seminar vendors only reinforces what I was recommending then.
Here’s the thing to be careful about though. Only lean into this content if estate planning strategy is a core part of your service. If you don’t position it correctly, you will end up generating leads for estate planning attorneys instead of for yourself.
The takeaway: Estate planning is what people want to hear about right now. If it’s part of what you do, make sure your marketing content reflects that.
