Understanding client and prospect demographics is more than knowing their ages or income brackets. It’s about comprehending their life stages, goals, cultural backgrounds, financial concerns, risk tolerance, etc. As financial professionals, we pride ourselves on our ability to understand and cater to the unique needs of our clients. 

The foundation of any thriving advisory practice rests on connecting with the right prospects – those who truly need the services we provide.  How do we target the right prospects for our financial advisory businesses in today’s digital world?

Add the unique resources of an OSJ (Office of Supervisory Jurisdiction)!

An OSJ is more than just a compliance and back-office support team; it can be invaluable when it provides you with actionable demographic data. 

If you’ve ever wondered how an OSJ can enhance your marketing opportunities and results we suggest you read on.  This blog will explore the depths of an OSJ’s marketing potential and how it can be your secret weapon, putting you in touch with more qualified prospects and converting a higher percentage into clients. 

Step 1: Define Your Ideal Client Type

Before you begin diving into demographic spreadsheets of data, the first crucial step you should take is identifying your ideal types of clients.  Are you a specialist serving a unique demographic, or do you work with many types of investors?  These are the questions you should consider when defining your ideal client type(s). This shouldn’t be just a subjective exercise but a strategic part of your firm’s overall business and marketing plan.  

By narrowing down your ideal client profile, you can target your services and communications more effectively and help ensure your marketing efforts resonate with the right prospects and clients.  

First, consider age. Millennials, born between 1981 and 1996, mainly focus on student loans, career advancements, purchasing homes, and raising families. They may have limited discretionary incomes after these expenses. 

Contrast this with baby boomers, primarily geared towards accumulating last-minute assets for retirement, or they are already retired. They need help determining how they will manage their retirement assets to maintain the lifestyle they’re accustomed to while keeping their static income in mind.

The professions of potential clients can also play a pivotal role in your demographic analysis. For example, a tech entrepreneur’s financial strategies may differ vastly from those of a tenured university professor. It’s about understanding the nuances of each profession’s earnings, savings, and expenses to build a solid financial foundation.

Understanding an individual’s financial goals is paramount, even decades later. High-net-worth individuals may be more concerned about asset protection, legacy planning, and charitable giving. Middle-income families might prioritize their children’s education, home ownership, and early retirement.

Partnering with an OSJ can provide invaluable insights into prospecting and demographic analysis, paving the way for more personalized and effective marketing activities.

The Connection: OSJ and Client Demographics

Prospecting and marketing can fall by the wayside if you are already stretched thin by wearing too many hats.  Sifting through vast databases to ascertain which demographic is more inclined to use the services of financial advisors can be a challenge.  

This is where an OSJ can bridge the gap between independent financial professionals and their prospective clients. By leveraging the resources of an OSJ, advisors can develop strategies based on current data-based behaviors. 

How, you ask? Let’s break it down.

  • Narrowing Your Target: The broader your target, the more time, effort, and money it takes to reach them.  Consider targeting smaller groups of individuals that align with your types of services. OSJs excel at collating and analyzing vast amounts of data. With their help, you can pinpoint who to contact, ensuring better returns on your time and money. 
  • Staying Ahead of Market Trends: Client behaviors evolve with market trends. Awareness of these changes allows you to adapt your strategies, ensuring you remain relevant and ahead of the curve. An OSJ can assist you in staying abreast of market trends so you don’t fall behind in your targeting or marketing efforts. 
  • Regulatory Oversight Compliance: By understanding the demographics you cater to, an OSJ can assist you in anticipating and addressing regulatory requirements when connecting with your types of potential clients.
  • Personalized Messaging: Targeting prospects online isn’t about throwing a wide net anymore—it’s about personalized, precise communications. You can create engaging communications that resonate and speak to prospects personally. Some ways you can connect with prospects and clients include blog content, social media posts, email marketing, or text messaging. The right OSJ can assist you in identifying the optimal type of communication method(s) that are based on your ideal types of client demographics. 

Why High-Value Client Demographics Matter

As an independent financial professional, understanding and targeting the right types of investors based on demographic data is pivotal to your marketing success. You may be wondering why that is. 

Assuming your marketing resources (time and money) are maxed out, you want to ensure that your efforts are focused, effective, and rewarded with new assets, revenues, and sales opportunities.

Aligning prospects’ needs with the services you provide should be your goal.  This makes your targeting efforts that much more productive.  

An OSJ utilizes sophisticated analytical tools to dissect market trends, offering insights into client behaviors that may remain unnoticed by most financial advisors.  This data-driven approach aids in refining strategies, ensuring that marketing to individual investors and their families is effective, relevant, and rewarded.

The Power of Personalization in Financial Communication

Once you’ve conducted your data gathering with the help of an OSJ, it’s time to begin marketing to your target audience(s). 

Gone are the days of sending out generic “newsletter” content so broad that it doesn’t resonate with any of your prospects – it simply does not apply to their interests or situations. Given the impact of technological advances, now more than ever is the right time to forge genuine, meaningful connections with clients and prospects through personalized communications. 

Here’s why it matters:

In a saturated market, investors are not going to spend valuable time looking at data that is not relevant to them. After some time, they may unsubscribe from your communications. 

They’re looking for information that benefits them. They want to feel they are being seen, heard, and understood. 

When you tailor your communication directly to their needs and preferences, you’re not just relaying information but building credibility and trust – two crucial building blocks for a future relationship.

But how can you craft messages that truly resonate? 

Start by choosing the right communication channel. Different messages warrant different mediums.  For instance:

  • Blogs are ideal for providing in-depth insights. They’re not just articles but platforms to share wisdom, expertise, and values.
  • eBooks are a great way to provide comprehensive guides on financial strategies and methodologies. Position yourself as the go-to expert.
  • Email marketing campaigns should be direct and personal. Segment your audience, tailor your message, and drive engagement.
  • Social Media posts are not just for millennials. Engage in real-time exchanges, share success stories, and showcase your firm’s ethos.
  • Text message marketing campaigns are another way you can connect directly with prospects.  They are immediate and direct. Use them for reminders, quick updates, or bite-sized financial tips.  

Remember, the goal isn’t just to communicate. It’s to elicit a response. In finance,  credibility and trust are important elements, as are personalized communications that describe solutions to financial problems. 

Ready to learn more about Evolution Financial Advisors’ OSJ solutions for independent financial professionals?  Connect with us today

Large Enterprise/OSJ
Chris Virgil

More about the author: Chris Virgil

Chris is the assistant vice president at Evolution Financial Advisors. He works to help advisors grow their businesses and gain a sense of freedom. Chris is a business and behavioral coach working with existing EFA financial professionals to create a more fulfilling practice, streamline operations, and enhance client experience.