The marketing of financial services today leverages technology and data to find wealthy clients. Many wealth managers and marketing teams fall into the trap of using the same old techniques for financial services marketing.
Personal networking, social media, sponsoring events and other methods to meet wealthy prospects are all useful techniques. However, you may end up spending your valuable time pursuing leads that are not qualified.
By using automated data analysis and prospect modeling, you can quickly screen and qualify prospects. Better yet, you can reduce sales cycle time and find new clients that are very much like your best ones.
Marketing of Financial Services to Wealthy Clients
There are 4 strategies to find wealthy clients that most wealth management firms overlook. When you tap into these methods for marketing financial services, you can shorten your sales cycle dramatically.
1. On-the-Fly Wealth Screening from Your Phone
You meet people everywhere: professional events, networking breakfasts, the gym, maybe even at your niece’s soccer tournament.
Wouldn’t it be nice if you could enter your new found acquaintance’s name into your phone and instantly learn whether they could be a good prospect for you?
WealthEngine’s instant wealth search feature lets you scan over 250 million U.S. contacts and see their wealth profiles. You will learn details on their interests, donation history, real estate and other luxury property holdings and many other data points. The data is gathered from numerous publicly available databases and compiled into an easily accessible system. This information can completely change the game in your company’s financial services marketing efforts.
It also provides a Propensity-to-Give Score, known as P2G, which is a statistically calculated score of their likelihood and capability to donate. This can sometimes indicate their willingness to put their money in certain investments. WealthEngine is also calculating a Propensity-to-Spend, or P2S, score to indicate the likelihood of purchasing luxury goods. You can then use these personalized marketing insights to guide your dialog appropriately.
2. Batch Prospect Research Before You Attend an Event
Let’s say your company sponsored an event, maybe a golf tournament, an art expo or a dinner for charity. You’re going to attend to meet new people. You want to focus on the ones who have the highest potential to do business with you.
Traditionally, you would mingle and look for introductions from those you know. You would spend time talking to many people to determine whether they are a qualified prospect.
There is a much better – and significantly more efficient – way to do prospect research. More importantly, this form of financial services marketing will help you find who you should talk to at these events.
Wealth screening can pinpoint exactly who you should look for so you spend your precious time effectively.
Prior to the event, ask the host for a list of people who have RSVP’d. Then, upload the list into WealthEngine as a batch to do a wealth screen on everyone before you attend.
Within minutes, you will get back a list of the most wealthy attendees who will be at the event.
These are the people you should spend the most time with.
This method of marketing financial services allows you to do prospect research quickly. It will save you hours of wasted time pursuing unqualified leads.
You can also connect WealthEngine’s data directly to your customer relationship management (CRM) tool, such as SalesForce. When you use APIs in the financial services marketing, you can discover wealth insights on everyone as you add them to your CRM. There’s no need to login to WealthEngine or change your workflow.
3. Create a Model of Your Best Wealth Management Clients
Your financial institution’s research department produces financial models all the time. Use the same concept of modeling to create a detailed profile of your best wealth management clients.
This model identifies the characteristics of your top clients. You will learn your prospects’ demographics, assets, real estate and luxury property ownership like boats and planes, luxury goods spending habits, favorite charities, and interests.
This level of detail in financial services marketing is significantly more useful than simply knowing someone’s name and address. In fact, the more data you provide, the more information our data scientists can model.
Many of our clients learn that they are spending their time pursuing prospects who have a very low likelihood of turning into wealth management clients. Financial services marketing becomes a lot easier when you use machine learning to get deeper clarity on who your best prospects really are.
4. Finding New Prospects Who Match Your Model
Once you have a well-defined model of your ideal client, you can use it to find others who have similar characteristics. There are several ways to do this efficiently.
API Connected to SalesForce
If your wealth management firm uses SalesForce, you can use WealthEngine’s SalesForce Connector to instantly get a score of every new prospect you add. This way, you don’t have to change anything in your workflow to accelerate the marketing of financial services.
Just add names to SalesForce and we’ll instantly send you a match rate based on the model of your best clients. You’ll known right away whether this prospect is someone you want to spend your valuable time on.
Match Your Model to 250 Million Records
WealthEngine can also run your model against our massive database to find people you don’t know but who match your ideal client profile. This is one of fastest ways to leverage financial services marketing to find wealthy clients who could become some of your best clients.
You can then reach out, invite them to breakfast or a game of golf, knowing that they fit the profile you want to pursue.
Financial Services Marketing Using WealthEngine
WealthEngine can help you create very detailed segmentation and analyses to focus on the exact audience you want to reach.
Request a demo and one of financial services team members will get back to you quickly. You’ll see how to win new wealth management clients faster and spend less time on the marketing of financial services.