Attracting and converting high-net-worth clients is the ultimate goal for financial advisors and wealth managers. These clients typically have substantial assets and complex financial needs, making them lucrative and discerning when choosing who to trust with their wealth. Drawing from the insights of industry thought leader Diana Cabrices, gleaned from our annual Host University, this blog post is designed to equip you with the tools needed to establish trust and win the confidence of high-net-worth clients. 

Let’s begin by delving into the essence of trust. Trust, in its purest form, can be defined as the firm belief in the reliability, truthfulness, capability or resilience of someone or something. In the digital realm, trust hinges on relatability, visual appeal and social proof. To amplify your digital footprint, it is crucial to address these fundamental questions, starting with perception. 

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Wondering how to fortify your perception and create impactful first impressions with prospects? Diana shares three critical solutions for forging trust.

1. Tell stories that magnify your “human-stack”. Stories hold a unique power in human connection. Dive into the art of storytelling — narrate what you do, why you do it and how you’re different. Keep in mind stats fade, but stories stay: 63% of people hold onto stories, while a mere 5% remember stats. Additionally, storytelling triggers the release of oxytocin, driving positive emotions and social bonding. 

2. Double down on your digital footprint. Step up your game with a boosted online presence. Leverage paid web listings and glowing customer reviews to not only boost your credibility but also foster genuine connections. Paid web listings are a simple standout strategy that comes at a low risk. 

Additionally, research shows that 81% of consumers say that online reviews are important or very important when making decisions about financial services. White Glove partners with industry-leading organizations, one being Wealthtender, the first SEC-compliant online review platform for advisors to get found online and convert more prospects into clients. Advisors with online reviews will stand apart in their local market or niche while strengthening their SEO and gaining exposure to a rapidly growing consumer audience. 

3. Create “top-of-mind awareness” with multi-channel marketing. Increase your presence: social media, radio, emails, podcasts, website, paid search, television, even physical spaces! Set your sights on compelling content marketing themes that have the power to convert. For example, estate planning continues to be a sought-after value add for consumers needing financial advisory support. 

Building trust with high-net-worth clients is a gradual and ongoing process. It requires expertise, personalized service, transparency and a commitment to their financial well-being. Trust is the cornerstone of success in wealth management, and earning it is a long-term investment that pays dividends in the form of loyal and satisfied clients. 

There are several strategies you can use to build trust to convert clients. Our team is here to do ALL the work for you with our lead-generating workshops, FINRA-reviewed drip campaigns, email newsletters, social media marketing and more. Contact an Executive Marketing Consultant by phone (844) 949-9497 or visit our website to learn more. 

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