5 Tips For Converting Financial Advisor Leads Into Clients

by: Jack Waymire


An internet search is a common first step investors take to find a financial advisor.

That first impression needs to be positive and allow for enough discovery to make a contact.

Full transparency often times becomes the differentiator as investors compare advisors.

financial advisor leads

Let's assume an investor is using the internet to find, screen and select financial advisors. Investors become financial advisor leads when they initiate the contact.

Most investors use geo-specific keywords (Financial Advisor Dallas Texas) to find advisors who work in their communities. Once the investors find advisors, they use the internet to research the professionals' credentials, ethics, business practices and services. The results of this research will determine whom the investors interview to be their advisors. At this stage, the investor becomes a qualified lead for financial advisors.

How can you increase the probability that these investors become leads that you turn into revenue-producing clients?

Here's our 5 Tips for a proven process that converts financial advisor leads into clients.

#1. Your First Impression

The internet is a game-changer. In the old days, your initial point of contact was a telemarketing call that you controlled. In modern times, the investor initiates contact by emailing or telephoning you. Investors are anonymous until they want to be contacted.

Your first impression is what they see when they google-search your name and visit your website. You must make that first impression as positive as possible - there are no second chances on the internet.

#2. Your Credibility

Every financial advisor and sales representative claims to be a financial expert.

You need a strategy that proves you are an expert. Consider these three types of proof:

  • Investors should see substantial content you have written on the internet
  • Your website provides information about your credentials (degrees, experience, certifications)
  • You are listed in a third-party online directory

#3. Your Trustworthiness

How do you prove you are trustworthy? The most frequently used tactics are to:

  • Provide a link to FINRA/BrokerCheck with your CRD number
  • Verify in writing you are a financial fiduciary
  • Provide a strict Code of Ethics that you agree to abide by

#4. Your Differentiating Characteristics

Do not assume investors will figure out differentiating characteristics on their own. All too often, they believe all advisors are the same, so it is up to you to describe the characteristics that differentiate you from other advisors. The five most important characteristics are your:

  • Credentials (Education, Experience, Certifications)
  • Fiduciary status (RIA or IAR)
  • Compensation (Fees)
  • Compliance record (No disclosures)
  • Investor-friendly business practices

#5. Full Transparency

Documentation is your friend if you are a high-quality advisor with nothing to hide. Documentation is your enemy if you are an advisor with a lot to hide.

Low-quality advisors use sales pitches and undocumented sales claims to gain control of investor assets. The common denominator is that all of their information is verbal. They do not want investors to have a written record if there is a future dispute.

If you have nothing to hide, use documentation to separate you and your services from lower-quality competition that cannot afford to practice full transparency.

Disclosure: I/we have no positions in any stocks mentioned, and no plans to initiate any positions within the next 72 hours.

I wrote this article myself, and it expresses my own opinions. I am not receiving compensation for it. I have no business relationship with any company whose stock is mentioned in this article.