Is Summer a Slow Time for Building Relationships? Here's Why You're Wrong.

Summer’s approaching! Time for vacations, golfing, and…building client relationships? Many financial advisors write off summer as a slow time for lead generation. But what if they’re wrong?

With a strategic approach, you can use the summer to your advantage and come out ahead with more vital leads and relationships when fall arrives.

Here’s how:

Ditch the Traditional Networking Events

The summer slump can present some challenges for traditional networking. That means financial advisors need to get creative with their prospecting opportunities. Why not try to host events focusing on fun relationship-building? Rather than hard selling your services, take the opportunity to relax and enjoy an evening with people.

Summer socials and BBQs

Instead of a stuffy meeting, plan an outdoor event like a BBQ, rooftop patio or something a little more unique like a boat cruise. These settings allow for more personalized interactions, helping clients feel more comfortable and appreciated. You’ll get to know them and even their families outside of the formal office environment.

Golf outings or sporting events

Looking for a lively way to entertain clients? A sporting event is a perfect solution! Even if your clients aren’t sports fans, they’ll enjoy the excitement and camaraderie of a live game. These outings provide a casual atmosphere perfect for building rapport and discussing business in a less structured setting.

Double the fun, double the network

Encourage your clients to bring a friend or colleague. This is a two-fold advantage. First, you can reward your clients for their business by providing a fun event for them and a guest. Second, meeting more potential clients like your existing ones is an excellent opportunity. Plus, if you create an exciting and memorable event, your existing clients will likely recommend you to others through positive word-of-mouth.

Summer Financial Tune-Up

Did you know that more than half of all Americans —52%— tend to overspend in the summer? While the slower months offer an excellent opportunity to build relationships with your clients in a non-traditional way, they can also be an ideal time for a financial tune-up. Use this period to assess your client’s financial situation and discuss their goals.

Seasonal considerations

Offer tips on budgeting for vacations, creating a summer spending plan or avoiding impulse purchases while traveling. You can also address college savings plans approaching a new semester or tax implications of summer income from side hustles or rental properties.

Proactive communication

Don’t wait for clients to reach out. Take the initiative to schedule a quick call or send an email outlining potential summer financial considerations. This demonstrates your proactiveness and keeps you top-of-mind throughout the season.

By implementing these strategies, you can turn summertime into a season of strengthening your client relationships. Remember, it’s not just about business; it’s about building trust and becoming a valued partner in your client’s financial lives year-round.

Ready to start building stronger relationships this summer? You can get a jump start on nurturing your leads and engaging your current clients with our FINRA-reviewed drip campaigns, email newsletters, social media marketing and more. To learn more about our marketing solutions, contact us.