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Market your services to clients in the Maintenance Stage of retirement

July 21, 2015 by

If you have been following along with the Maintenance Stage blog series, you have learned about the profile, concerns, wants and ongoing needs of clients and prospects who are living in retirement. Rather than keeping this information to yourself, you should use what you’ve learned to reach out to clients in an informed manner.

But before you start marketing your services to clients in the Maintenance Stage, make sure you review the information and resources in the previous three Maintenance Stage blogs:

Once you understand the client profile, steps and resources available in the Maintenance Stage of retirement, it’s time to use this information with your clients. With effective communication and marketing, you will be able to show clients what you have to offer and ideally grow your business.

The first step is to go through your existing client database and categorize clients who fit the Maintenance Stage profile. Once you have your database segmented, you can specifically target your emails, social media, calls or direct mail to fit clients in the Maintenance Stage.

Here are a few ideas you can use to effectively reach existing and potential clients in this stage:

  • Send a letter to clients inviting them to set up an annual review meeting. During a review meeting you can meet face-to-face to see if your clients’ retirement needs are being met and address any concerns.
  • Use social media to provide information on long-term care. Consider sharing the average cost of nursing home care in your area, statistics on increasing lifespans or the “Genworth 2014 Cost of Care Survey.” Click here for more ideas.
  • Call clients in the Maintenance Stage to see if they are happy with their retirement lifestyle. If not, offer to go through the Needs Assessment Worksheet with them to see how their budget might be impacting their lifestyle.

These are just suggested concepts to consider, as always, you can dig deeper or be more specific in what you communicate to your clients.

Ready to start using Retirement Stages engagement materials to generate new leads and re-engage existing clients? Visit our virtual storefront, The Compass, to find the complete marketing suite.

To get the most out of the Retirement Stages suite, be sure to go back and review our blog series on the Preparation Stage and Transition Stage. The information included in this series will help you better relate and reach out to clients, ideally helping you improve your client relationships.

Tim Cooper

Tim Cooper is a Senior Sales Support Representative for Brokers International. In this role, he works closely with agents to provide personalized product training, placement and insight into the insurance industry. Tim has been with Brokers International since 2003. In his free time, Tim enjoys playing tennis, golfing, biking and team bowling with friends.

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Talking points during the Maintenance Stage

July 14, 2015 by

You’ve done the work to help your clients prepare and transition into retirement, but this doesn’t mean your job is done. During the Maintenance Stage, there are ongoing retirement needs you can still assist your clients with and services you can continue to offer.

Consider using these topics to check in routinely with clients in the Maintenance Stage of retirement:

  • Evaluate accumulation and preservation options.
  • Suggest a team approach to ensure they understand how their insurance, social security, taxes, estate planning and legal matters fit together.
  • Conduct an annual review to align their retirement lifestyle with their wants and needs.

These topics are great talking points to open up thoughtful and actionable conversations. By reaching out consistently, you may help them anticipate future needs or make changes in their strategy to ensure they live the retirement lifestyle they desire.

Ready to start using Retirement Stages engagement materials to generate new leads and re-engage existing clients? Visit our virtual storefront, The Compass, to find the complete marketing suite.

Be sure to watch for our final Maintenance Stage blog, as it will focus on specific marketing ideas to help you get connected with your clients.

Tim Cooper

Tim Cooper is a Senior Sales Support Representative for Brokers International. In this role, he works closely with agents to provide personalized product training, placement and insight into the insurance industry. Tim has been with Brokers International since 2003. In his free time, Tim enjoys playing tennis, golfing, biking and team bowling with friends.

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Key concerns during the final stage of retirement

July 6, 2015 by

During the Maintenance Stage of retirement, your clients’ focus has shifted away from saving to living within the lifestyle they planned. While they are likely enjoying their new retirement lifestyle, there will still be ongoing financial concerns for you to help them address, such as:

  • Navigating taxes
  • Becoming dissatisfied with retirement
  • Covering health care expenses
  • Becoming widowed
  • Financing long-term care

As a financial professional, you should know how to anticipate, discuss and work through these topics with your clients. Download this Maintenance Stage Checklist for key strategies and resources to help your clients address financial and lifestyle concerns.

Ready to start using Retirement Stages engagement materials to generate new leads and re-engage existing clients? Visit our virtual storefront, The Compass, to find the complete marketing suite.

Be sure to read our upcoming Maintenance Stage blog to learn ways to stay connected with your clients as they maintain their new found retirement lifestyle.

Tim Cooper

Tim Cooper is a Senior Sales Support Representative for Brokers International. In this role, he works closely with agents to provide personalized product training, placement and insight into the insurance industry. Tim has been with Brokers International since 2003. In his free time, Tim enjoys playing tennis, golfing, biking and team bowling with friends.

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Take what you’ve learned and market to clients in the Transition Stage

June 23, 2015 by

In order to help your clients in the Transition Stage of retirement, you should have a firm grasp on what clients want and need. If you missed the earlier blogs in this series or want to review the topics covered, visit these blogs:

Once you understand the client profile, steps and resources available in the Transition Stage of retirement, it’s time to market this information to your clients. With effective communication and marketing, you will be able to show clients what you have to offer and ideally grow your business.

The first step is to go through your existing client database and categorize clients who fit the Transition Stage profile. Once you have your database segmented, you can specifically target your emails, social media, calls or direct mail to fit clients in the Transition Stage.

Here are a few targeted messaging ideas based off of the content provided in this blog series:

  • Use social media to post basic reminders for transitioning into retirement. You can use topics from the Transition Stage Checklist. For example, suggest clients work to pay off credit card debt and loans before they retire.
  • Call your clients to see if they have tried out their retirement income plan. If it didn’t work for them, offer to help them adjust their budget with the Needs Assessment Worksheet.
  • Email out a copy of this Social Security resource information sheet to help clients determine timing. Then offer to meet in person to discuss options more in depth.

These are just suggested concepts to consider, as always, you can dig deeper or be more specific in what you communicate to your clients.

Ready to start using Retirement Stages engagement materials to generate new leads and re-engage existing clients? Visit our virtual storefront, The Compass, to find the complete marketing suite.

Stay tuned for our third and final Retirement Stages blog series, the Maintenance Stage. It will provide you with helpful information and resources to share with clients who are actively retired.

Tim Cooper

Tim Cooper is a Senior Sales Support Representative for Brokers International. In this role, he works closely with agents to provide personalized product training, placement and insight into the insurance industry. Tim has been with Brokers International since 2003. In his free time, Tim enjoys playing tennis, golfing, biking and team bowling with friends.

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Supporting your clients during the Transition Stage of retirement

June 2, 2015 by

As a financial professional, it may be helpful to think about your clients’ needs in the context of three general Retirement Stages: the Preparation Stage, the Transition Stage and the Maintenance Stage. This blog will focus on understanding how to both identify and support your clients in the second stage of retirement, the Transition Stage.

If you are interested in learning more about the first stage of retirement, the Preparation Stage, visit the previous series here.

It is important to identify and categorize clients in the Transition Stage, because it may help you tailor your communications and marketing efforts. Here’s an overview of what a typical client profile might look like in the Transition Stage:

  • Preparing to retire from a full-time career
  • 18 to 24 months away from retirement
  • No longer supporting children financially
  • Paid off mortgage
  • Considering health care costs impacts and availability of Medicare

As clients move into the Transition Stage they will experience motivators, pain points and goals. It can be valuable to understand your clients’ thoughts and emotions regarding retirement, because you will be able to offer specific tools, advice and support they can count on.

During this stage, clients may be motivated to transition into retirement because of changes in health or because of a vision of a retirement lifestyle. Clients might also be concerned about having enough money, staying productive or having to work part-time to live comfortably.

Download this helpful flier to learn more details on identifying and supporting your Transition Stage clients.

Ready to start using Retirement Stages engagement materials to generate new leads and re-engage existing clients? Visit our virtual storefront, The Compass, to find the complete marketing suite.

Tim Cooper

Tim Cooper is a Senior Sales Support Representative for Brokers International. In this role, he works closely with agents to provide personalized product training, placement and insight into the insurance industry. Tim has been with Brokers International since 2003. In his free time, Tim enjoys playing tennis, golfing, biking and team bowling with friends.

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Market your services to clients in the Preparation Stage of retirement

May 26, 2015 by

If you’ve been reading along with our Preparation Stage blog series, you should have a good understanding of what your clients are looking for as they prepare for retirement. If you missed the earlier blogs in this series or want to review the topics covered, visit these blogs before continuing:

Once you understand the Preparation Stage and the consumer materials available on The Compass, it’s time to put this information to use. With effective communication and marketing, you will be able to show clients what you have to offer and ideally grow your business.

The first step is to go through your existing client database and categorize clients who fit the Preparation Stage profile. Segmenting your database will help you improve your communications and send more targeted and valuable messages via emails, social media, direct mail or phone calls.

Here are a few ideas you can use to effectively reach clients and potential clients in this stage:

  • Survey clients to see how confident they feel about retirement.
  • Post a link on your Facebook and LinkedIn pages to the Retirement Income Worksheet, so your clients can determine their future needs.
  • Send a letter to existing clients in the Preparation Stage to get them interested in the resources you offer to help prepare for retirement. You can find a consumer-ready letter and brochure here.

These are just ideas to consider. As always, you can dig deeper or be more specific in what you communicate to your clients.

Ready to start using Retirement Stages engagement materials to generate new leads and re-engage existing clients? Visit our virtual storefront, The Compass, to find the complete marketing suite.

Be sure to watch for our next Retirement Stages blog series, which focuses on the Transition Stage. It will help you understand major planning check points that you will need to help your clients through as they move into retirement.

Tim Cooper

Tim Cooper is a Senior Sales Support Representative for Brokers International. In this role, he works closely with agents to provide personalized product training, placement and insight into the insurance industry. Tim has been with Brokers International since 2003. In his free time, Tim enjoys playing tennis, golfing, biking and team bowling with friends.

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Introducing the Retirement Stages blog series

April 28, 2015 by

If you’re like most independent financial professionals I know, you don’t have a lot of extra time and money to put toward developing marketing materials and consumer engagement pieces. And finding professional looking materials that are versatile enough to be used with any of your clients is a challenge.

That’s why Brokers International has developed Retirement Stages, a suite of customizable retirement materials designed to help you generate new leads and re-engage existing clients.

This exclusive set of agent and consumer materials provides actionable steps for you to help any of your clients through the three stages of retirement: the Preparation Stage, the Transition Stage and the Maintenance Stage.

Over the next few months I will be posting a weekly blog that highlights the materials available in the Retirement Stages suite and shows you how you can use them to grow your business. Stage by stage, the blogs will walk you through how these materials can help you segment your current database, address your clients’ retirement challenges, nurture your existing clients to the point of sale and get in front of more prospects.

If you want an inside look at the materials right now, you can find them on Brokers International’s virtual storefront, The Compass, within the Consumer Engagement Materials section.

Tim Cooper

Tim Cooper is a Senior Sales Support Representative for Brokers International. In this role, he works closely with agents to provide personalized product training, placement and insight into the insurance industry. Tim has been with Brokers International since 2003. In his free time, Tim enjoys playing tennis, golfing, biking and team bowling with friends.

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Leverage the power of online video

January 8, 2015 by

Online video has become one of the most effective marketing tools for businesses. By 2017, online video content is expected to make up 69 percent of all consumer internet traffic.1 As financial professionals, planning for this shift now can give you a leg up in engaging your next generation of clients.

Video is cost-effective, simple to produce and can creatively highlight services and products about your business. Plus, video itself can be distributed and archived on multiple online and social media platforms. Living online, these videos can then act as a gateway to new clients and leads. Consider these video marketing statistics:

  • Over fifty-four percent of internet users view at least one video online over the course of a month.2
  • Videos increase understanding of products and services by 74 percent. 3
  • Ninety percent of users say that seeing a video about a product is helpful in the decision-making process.4
  • Seventy-five percent of users visit a marketer’s website after viewing a video.5
  • Video attracts two to three times as many monthly visitors to a website and doubles the time visitors spend on a site.6
  • Business emails that include video increase click-through traffic to websites by 96 percent.7

So what does this mean for your business? Even a quickly produced video made from a camera phone can have the potential to garner exposure when posted on your social media feeds, emails and website. But taking the time to craft an effective and polished video can build credibility amongst your online audience. For tips on creating your own video, check back here for future installments about content, tools and distribution techniques for engaging a new audience through video.

 

1  “Cisco Visual Networking Index: Forecast and Methodology, 2013–2018.” Cisco Systems, June. 2014. Web. 15 Dec. 2014. http://www.cisco.com/c/en/us/solutions/collateral/service-provider/ip-ngn-ip-next-generation-network/white_paper_c11-481360.html

“comScore Releases March 2014 U.S. Online Video Rankings.” comScore. 18 April 2014. Web. 6 January 2015 http://www.comscore.com/Insights/Press-Releases/2014/4/comScore-Releases-March-2014-US-Online-Video-Rankings

“Why A Video Elevator Pitch Will Improve Your Market Share.” Forbes. 10 October 2013. Web. 6 January 2015 http://www.forbes.com/sites/theyec/2013/10/10/why-a-video-elevator-pitch-will-improve-your-market-share/

“50 Must Know Stats About Video & Animation Marketing.” Insivia. Web. 6 January 2015 http://www.insivia.com/50-must-know-stats-about-video-animation-marketing-2013/

“25 Amazing Video Marketing Statistics.” Digital Sherpa. 9 January 2014. Web. 15 December 2014 http://www.digitalsherpa.com/blog/25-amazing-video-marketing-statistics/

6 “Content Marketing: Videos Attract 300% More Traffic and Nurture Leads.” Marketing Sherpa. 14 December 2011. Web. 6 January 2015
http://www.marketingsherpa.com/article/how-to/videos-attract-300-more-traffic

“GetResponse Study Shows Video Emails Increase Click-through Rates by 96 Percent.” PR Newswire. Web. 6 January 2015
http://www.prnewswire.com/news-releases/getresponse-study-shows-video-emails-increase-click-through-rates-by-96-percent-78406237.html

Ryan Kennedy

Ryan Kennedy joined Brokers International in October 2014 as a Marketing Project Manager. He is responsible for creating marketing materials and messages to support the strategic initiatives of Brokers International. In addition to developing marketing strategies, he will serve as a frequent blog contributor. When not in the office, he enjoys writing, graphic design and biking.

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The sales funnel explained

November 19, 2013 by

Our 1962 Ford F-100 truck sat neglected in the driveway for years. This summer, after some major elbow grease, my husband got it running and gave it a new coat of paint. When we were finally ready to take it for a spin, it wouldn’t start. Hoping it was just out of gas (the gauge didn’t work), we found a gas can and tried to carefully pour gas into the tank. But without a funnel, it spilled down the side of the freshly painted exterior and very little made it into the tank.

It’s like that with sales. Without considering your buyers’ journey through the sales cycle, many of your prospects may not make it to the intended destination—a sale. They spill out of the funnel before ever really getting to know your business.

To avoid losing prospects along their journey, let’s take a closer look at the sales funnel and the customer buying process.

A funnel is a tool designed to catch and direct a downward flow. The sales funnel does the same thing—catches prospects through engagement and brand awareness; and directs them toward a final sale. This path is not always linear. Prospects will enter the sales funnel in different spots and some will leak out of the funnel before reaching the end. But, the sales funnel provides a path as you plan recruitment, retention and nurturing campaigns.

Let’s take a closer look at the sales funnel and customer buying process.

The sales funnel is often used to describe the overall sales and marketing process. It can also be used to explain the customer buying process (their journey through the sales cycle).  According to Eloqua,1 a leading provider of marketing automation and revenue management software, there are five steps in the customer buying cycle.

  • Interest
  • Learn
  • Evaluate
  • Justify
  • Purchase

At each of these stages, you communicate with the consumer in a different way. For example, if someone has just learned about your company, you won’t immediately ask them to buy a product. Conversely, when they are ready to buy, you should not be giving a company introduction. Tailoring your message to fit buyers’ interests will ideally prevent your target audience from “opting-out.”

Click here to download an infographic that outlines your buyer’s behavior in each stage.

It takes some elbow grease to successfully move prospects down a sales funnel—especially ones you may have neglected for a while. But, don’t give up. Watch for my next blog with tips for utilizing a drip marketing campaign to get you up and running.

 

1 Eloqua. “EloquaU Power Hour: Lead Nurturing.” Topliners. Eloqua, May 2011. Web. 18 Oct 2013. <http://topliners.eloqua.com/docs/DOC-1512>.

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Kristine Garrett

Kristine Garrett joined Brokers International in 2012. She brought with her a strong background in sales and marketing that she uses to develop programs and create content to help grow your business. Kristine shares a hobby farm near Panora with her husband, farm critters and beautiful bulldogs.

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Step-by-Step Marketing: Consumer Touchpoints

August 15, 2013 by

More than likely, you spend a great deal of time preparing for client meetings. You research your client’s existing situation. You create proposals to help provide solutions for potential pain points. And you follow up with your clients to make sure they are happy with the solution.

While your client meeting may be the most important interaction you have with your client, it’s not the only one.  In other words, your client will have several interactions with you and your business before they even attend a one-on-one meeting.

As you can see in the diagram below, you interact with your client in several ways.

consumer touchpoints infographic

In my last blog post, I posed the question, “What’s your client’s experience?” But now I’d like to ask, “Do you deliver a consistent client experience?”

Have you put the same time and energy into your other client interactions, also known as touch points, to make sure they are just as deliberate and as well planned as your client meeting?

Take a few minutes and step into your client’s shoes. To get started, download our tips for consistent consumer touchpoints.

 

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Courtney Redfern

Courtney Redfern has worked for Brokers International since March 1999. In her current position, she helps drive outbound marketing, which includes strategy, copywriting, and overall project management. You can pick up a few marketing tips from Courtney through her blog entries on Step-by-Step Marketing. In her free time, Courtney enjoys reading, shopping, and any activity involving her family.

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