Are you having trouble filling your pipeline with qualified leads? For estate planning professionals, consistent growth hinges on effective lead generation. This post offers eight practical and proven tips to help you generate a sustainable flow of estate planning leads.
What Is Estate Planning?
Before we get into the tactics, let’s quickly understand what estate planning is. It is the act of preparing for the transfer of a person’s wealth and assets after their death. The primary objective is to have a client’s assets distributed according to their wishes while minimising taxes, legal fees, and family disputes.
It means your potential clients are often:
- Seeking peace of mind.
- Navigating a significant life event (birth, death, marriage)
- Feeling overwhelmed by legal complexity
- Looking for an honest consultant, not just the service.
It is important to understand the searcher’s intent to get the most effective lead for estate planning.
Scale your business effortlessly
Quick Look: Your Estate Planning Lead Generation Playbook
Just so you have a clear picture, the following breakdown of 8 strategies is a complete list of what we’ll get into:
| Lead Generation Idea | Primary Goal | Key Channel | Best For |
|---|---|---|---|
|
Use A Customer Acquisition Platform |
Automate lead generation |
ProInteractive |
Consistent sales-read lead generation |
|
Master Content Marketing & SEO |
Builds trust and organic visibility |
Website, Blog and Google Search |
Long-term, sustainable growth |
|
Offer A Compelling Lead Magnet |
To capture email addresses |
Website Landing Pages |
Getting contact information |
|
Leverage Pay-Per-Click Advertising |
Get immediate, high-intent leads |
Google Ads |
Fast results for specific searches |
|
Develop A Webinar Strategy |
Demonstrate authority |
Online Events (e.g., Zoom) |
Converting a group into prospective clients |
|
Build A Referral Network |
Gain pre-qualified referrals |
Professional Connections or Old clients |
High-quality sales-ready leads |
|
Optimise Your Google Business Profile |
Dominate local searches |
Google Maps & Google Search |
Geographically focused firms that concentrate on a specific area |
|
Build A Consistent Professional Profile Across Socials And Online Directories |
Connect with professionals |
Social Media Platforms & Online Directories |
B2B and professional connections |
8 Lead Generation Ideas For Estate Planning
Here are the top 8 lead generation ideas for estate planning:
1. Scale And Automate Estate Planning Leads With ProInteractive
Are you exhausted from paying for marketing activities without seeing any results? Traditional agencies charge hefty retainers for their efforts, but they often do not deliver results, leaving you with inflated costs and broken promises.
ProInteractive rectifies this dysfunctional system by introducing a customer acquisition model based on a compelling principle: you only pay for a lead that is ready for sales.
We eliminate the guesswork of traditional marketing agencies by attaching your cost to revenue-driven results.
How It Works:
Offers Transparency: Pricing Aligns With Results
You can avoid committing to inflexible, lengthy contracts or incurring unforeseen costs. ProInteractive works on an ROI-based pricing model with no long contracts or hidden fees. Your budget supports real growth; you will only be billed for estate planning leads that meet your qualification and geographical requirements. This transparency means that every pound goes towards growing your business, not just marketing activity.
Ready-To-Go Leads In Your CRM
Stop spending unnecessary hours sorting through bad leads. Our system is designed to deliver top-notch, sales-specific leads directly into your CRM.
ProInteractive Helps Your Business
ProInteractive is not just another tool of marketing: it really is a significantly better way to grow your business. We have taken the risk out of marketing by directly linking cost to results. With our platform, you’re never paying for empty promises but rather for actual progress.
2. Master Content Marketing And SEO
The contemporary customer’s journey starts with a search query. When a person searches Google for ‘do I need a will’ or ‘the difference between a will and a trust’, they are the perfect possible lead for you. Content marketing and search engine optimisation (SEO) work to frame you as the answer to people’s queries.
How To Do It:
- Create A Client-Centred Website: Your website should be more than just an online brochure. It should be a fast and secure mobile-friendly website built for conversion. Create a website that lists the services you offer, tells potential prospects about your skills and makes sure it’s easy for them to land on your site.
- Start A Blog: Create detailed articles that answer common questions. Target keywords like ‘estate planning for new parents’ or ‘how to avoid probate’.
- Create Pillar Pages: Develop thorough, in-depth guides on core issues such as ‘The Ultimate Guide To Estate Planning’ and ‘What Are Revocable Living Trusts?’. This establishes deep topical authority.
- Optimise For Local SEO: Add city-targeted keywords such as ‘estate planning lawyer in ‘[Your City]’ to capture local clients.
3. Offer A Compelling Lead Magnet
Not all website visitors are ready to get on the phone most of the time. A lead magnet provides immediate value in return for their contact details, so you can push them closer to a sale.
How To Do It:
- Deliver a Resource: Provide a free PDF checklist, guidebook, or worksheet. The guide may come in the form of a publication such as ‘Asset Inventory Worksheet’ or ‘Estate Planning Checklist: Common Mistakes to Avoid’.
- Have a Dedicated Landing Page: Make a simple, dedicated web page focused on the value of your lead magnet, with a clear form that the user can download.
- Promote It: Promote the lead magnet as opt-in forms on your homepage, blog sidebar, and as an exit-intent pop-up on your site.
4. Leverage Pay-Per-Click (PPC) Advertising
SEO is a long game, but Pay-Per-Click (PPC) advertising helps you put your firm at the top of search results for high-intent keywords today, giving you estate planning leads right away.
How To Do It:
- Target High-Intent Keywords: Bid on terms such as ‘estate planning lawyers near me’, ‘set up a trust’ or ‘probate attorney’.
- Develop Specific Landing Pages: Direct ad traffic to a landing page that is created for conversion, rather than a homepage with a generic HTML and graphics link (e.g., ‘Schedule Your Free Consultation’).
- Leverage Geo-Targeting: Make sure that the ad is available to only users in your service area so you get the most out of the budget.
5. Create A Webinar And Seminar Plan
You can also host a live webinar or local seminar to show off your expertise to a captive audience. It lets you meet multiple potential clients at once, so you can quickly build trust and authority.
How To Do It:
- Pick Your Best Subject: Choose a topic you have control over, such as ‘How To Protect Your Assets For Retirement’ or ‘The 101 of Estate Planning for Young Families’.
- Promote Aggressively: Blast your email list, share through social media, and use targeted ads to increase registration.
- Provide a Consultation: Conclude the guest event by extending a complimentary, no-obligation consultation to all of your guests.
6. Build A Referral Network
Some of your best estate planning leads come from other trusted professionals. A strong referral network is a source of consistent high-quality leads.
How To Do It:
- Find Key Partners: Network with CPAs, financial advisers, insurance brokers and business lawyers.
- Deliver Value Up Front: Host a lunch and learn from their team, or send them referrals when you meet with the client who has a need similar to your service.
- Legalise the Relationship: Draw up an easy, win-win referral agreement.
7. Optimise Your Google Business Profile
To local businesses, your Google Business Profile (GBP) is your most precious online real asset. An optimised profile is also a factor for ranking in ‘near me’ searches and local map packs.
How To Do It:
- Claim and Complete Your Profile: Make sure your name, address, phone number (NAP), website and hours are 100% accurate, as this directly affects ranking.
- Gather and Reply to Reviews: Frequently direct satisfied customers to leave reviews and respond to every review with a professional tone.
- Post Frequently: Use posts to share blogs, company news and event information on a regular basis and avoid stagnation.
8. Build A Consistent Professional Profile Across Socials And Online Directories
Having a comprehensive digital presence on social media and online directories is very crucial. This approach creates massive credibility, boosts your SEO success, and allows you to reach potential customers wherever they are.
How To Do It:
- Get Listed On Quality Directories Online: Ensure that you are listed on quality online directories. These online directories have trusted citations, which help you improve your local SEO and send a strong signal to Google about your legitimacy and location.
- Optimise Your Social Media Profiles: Your social media profiles are often the first point of contact. So, make sure your social media business pages are clear about your business, who you are, who can benefit from your offerings, and why they should consider you. A fully optimised social media profile builds immediate trust.
- Share Useful Content: Use your social media handles to publish blog posts, comment on industry news and share tips that will showcase you as a leading voice in your industry.
- Join Groups: To connect with like-minded professionals, join groups of financial advisors, CPAs or local business leaders.
To consistently generate estate planning leads, it’s crucial to diversify your efforts. You don’t need to do all eight at once, but by concentrating on a few of them that align with your firm’s strengths, you can create a model for a reliable B2B lead generation pipeline.
Get Estate Planning Leads With ProInteractive Today!
ProInteractive knows you have better things to do, so we make it easy to get quality estate planning leads. We do the strategy, tech and execution that transforms your online presence into a reliable, client-generated pipeline.
Don’t miss any qualified leads. Contact us to learn how we can help you fill your pipeline with the right clients.
FAQs
There is no single best answer; an efficient strategy involves using a varied approach. But for consistent quality leads, you can always choose a customer acquisition platform such as ProInteractive.
Pay-Per-Click (PPC) advertising is the fastest way to get leads. Your ads can be at the top of Google results in a matter of hours after starting a campaign.
You can use a combination of strategies:
- Lead Magnet & Forms: Ask pre-qualification questions on your contact forms.
- Content Funnels: A lead who downloads a guide on ‘Complex Trusts for High-Net-Worth Families’ is probably a different type of lead from someone who is reading ‘Simple Will Basics’.
- Initial Consultation: Utilise a structured discovery call to qualify prospects and determine their readiness to act before becoming a client.
