Estate Planners’ Guide: What to do in December for a great start to 2024

As the year draws to a close, estate planners in the UK are gearing up for what promises to be a busy start to January 2024. At SHED we understand the importance of planning in order to kick off the New Year with a bang.

In this guide, we’ll share some top tips to help estate planners prepare for a successful and productive start to the year.

1.Use December for Lead Generation:
This may seem to go against the norm, but the end of the year provides a great opportunity to find prospects and warm them up ready to help them early in the New Year.

You’d be surprised how many contact forms get filled in on Christmas Night!

2. What is the message?
You may not be selling any Wills on Boxing Day, but in the downtime between Christmas and New year, is when people’s attentions turn to family, and a well-timed reminder to make arrangements to look after their dearest’s future hits hard.

3.How do I find the prospects?

Christmas Day through to New Year’s Day sees the normal routines go out the window and the population in general slows down for a few days.  This is why traditionally social media usage sees a large spike. So, you have a huge opportunity to reach a large number of people, at a low cost.

The busiest estate planners are using this time to fill the pipeline of customers ready to call when the festivities are over on January 2nd.

  1. Won’t the leads go cold before I get chance to call them?

We all know that under normal circumstances – if you don’t contact prospects quickly, the chance of booking an appt with them drops. The same rules apply over the festive break, but factor in that nobody wants to be sold to at this time, a less intrusive way to stay in touch is appreciated by all concerned.

Automating a series of SMS messages assuring prospects that you won’t be calling them on Boxing Day, but confirming that their enquiry has been received and that you will be touch once the festivities are over is great way to build trust and instant credibility.

It also means that psychologically the prospect has ticked a “I-must-do-this-in-the-new-year” job of their to-do list, and they are less likely to keep searching and contact your competitors too.

We specialise in setting up effective SMS automations for you – but if you want to give it a try an need some help in what to text then click here for the exact script we send in messages that deliver up to 87% close-rate on appointments.


5.What if my competitors ring a prospect before me?

This is the number one reason why you should be running your own ads using your own company name and branding to generate leads. We all know that buying leads from lead providers who also sell the leads to multiple estate planners is easy – but you are always in a race to pick up the phone to prospects.

Running your own ads means that all the leads are exclusive to you, which is the first of many reasons why running your owns ads is cheaper in the long run.

  1. Prospects that see your ads, are way more receptive to your call when you ring, because they know who you are, and why you are calling.
  2. You are not going to be the first or last of five Will writers calling that person, so you are going to have a better conversation with that client.
  3. Instead of the prospect feeling pestered by your call, they feel more in control because they were expecting your call, and this means they are more relaxed, and open to a better conversation.
  4. All in all, your contact rates are going to much higher, and your ratio of leads to booked appointment is going to sky rocket. (our clients report numbers as high as 87% of leads turning into appointments)

As estate planners start gearing up for 2024, strategic planning in December can set the tone for a successful year ahead.

By implementing these tips, you can maximise lead generation, reconnect with potential clients, and position your business as a trusted resource.

So make the most of the Christmas season to lay the groundwork for a prosperous year in the world of wills and estate planning.

Happy Holidays!

This article was submitted to be published by SHED Social as part of their advertising agreement with Today’s Wills and Probate. The views expressed in this article are those of the submitter and not those of Today’s Wills and Probate.

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