3 Post-Holiday Client Event Ideas for Independent Financial Advisors to Keep Business Warm in Winter

Posted in Blog, Marketing | Posted by Impact Partnership
Reading Time: 4 minutes

Posted on December 20, 2023

A BB gun.
A model plane.
A basketball.
A ’lectric train.
A bicycle.
A cowboy hat.
A comic book.
A baseball bat.
A deck of cards.
A science kit.
A racing car.
A catcher’s mitt.
So that’s my list
of everything
that Santa Claus
forgot to bring.

— “December 26,” Kenn Nesbitt

***

Just because the holidays are over, that doesn’t mean it’s time to dwell on all the things you didn’t get. With the right ideas and just a bit of planning, the post-holiday season can be a boon time for any financial advisor. Don’t close shop for the winter — host a client event and keep your business warm!

Now, you may ask:

How Do I Warm Up Business During a Cold Season?

A fair question! We answer with a question of our own:

What winter wear is in your closet right now? A few sweatshirts, a couple light jackets? A nice peacoat for the formal events? A big Costanza-type Gore-Tex number for the real cold nights?

The point is, you’ve prepared for winter early on and gathered the right material to keep yourself warm. Why shouldn’t you prepare your business in the same way? Why not gather the right materials in advance to keep your practice from freezing over?

When you don’t prepare a client event for the winter, you allow your practice to cool down and drop any momentum you may have built over the previous, more temperate months. You let your competition have the complete run of whatever potential earnings are still out there. You lose the opportunity to build and maintain a presence in your community.

Obviously, you can’t just slap a coat on your business and send it out to play in the snow. But there are steps you can take to keep your business metaphorically bundled up. Before, we’ve outlined the reasons why financial advisors should keep hosting events through the holidays. Here, we offer a few client event ideas you can use to keep your business warm when the holidays are over, but the temperature is still a little chilly for outdoor gatherings.

Host an Election-Focused Seminar

As an election year, 2024 will definitely be on the minds of all your clients. Even if they already have a preferred candidate, the ebb and flow of a presidential election (to say nothing of federal and local legislative positions) could keep folks guessing. What policies will arise from a change of government? What’s likely to carry over from one administration to the next? What would stay in a president’s second term — or what would an incumbent change? These are all pressing questions a savvy financial advisor is well-suited to answer this time of year.

Host a seminar, or series of seminars, focusing on how elections affect clients’ retirements. Be the educational point of contact for changes in policy, taxation, and market fluctuation. Take the opportunity to book appointments for the rest of the election season — who knows what’ll change between now and November? A client event here might become four in the near future.

If you need some tips about revamping your live show, or just want a couple pointers heading into your election seminar, read our post outlining seminar tips for financial advisors.

Take Your Client Event to the Pickleball Courts

At this point, you’ve likely heard of the trendy sport, if you haven’t already played a few games of your own. It’s particularly popular with those nearing or at retirement age and doesn’t require much to start playing. A vigorous match at a community court is a fantastic opportunity to keep your clients engaged physically and mentally. Check your local area for gyms or rec centers with available indoor courts (it is winter, after all) and schedule some time for you and your clients to get in the game!

This kind of client event is also a great client referral program — have your clients bring a partner who could use your services. This way, you keep a foothold in your community, boost attendance to your events, and create new business all at once!

No pickleball courts available? Switch it up! A classic squash or racquetball game works just as well, and most gyms have a couple courts ready to go. Even a game of badminton is a reliable option for most indoor venues. You could even pivot to other indoor events with ease — check out our movie premiere blog or watch this House Rules video to roll out the red carpet at the cinema for clients and prospects.

Host a Virtual Client Event

Baby, it’s cold outside… It’s up to your knees out there… well, you know Dean Martin. But he’s right: why drag everyone out in the slush when you can hold a virtual event instead?

While the feeling won’t be the same as if you were in front of a live crowd, a virtual event gives you the opportunity to reach out to a broader audience.

If you want to spice up your regular seminar for the Web, host a virtual game show with prizes like gift cards or special event tickets. Or, if you want to lean into the education side, hold a mini-workshop that has a longer Q&A that feels like a complimentary virtual appointment. Here’s a list of topics that resonate both in-person and over a call:

  • Inflation & Volatility
  • What Age Should I Retire?
  • 7 Money Mistakes to Avoid
  • When Should I Apply for Social Security?
  • Recession-Proof Your Retirement
  • What Widows & Widowers Need To Know About Retirement

A virtual event also opens the possibility of a recorded seminar. Keep downloads of your past seminars available on your website for on-demand access. Offer them as a complimentary download for site visitors, or use some to market your next seminar. A back catalog shows your expertise and experience to clients new and old.

Now your gift pile’s looking pretty full and your practice is pretty warm, huh? With these tips, you’ll definitely have a happy holiday well into the new year!

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