9 Lead-Generating Postcard Marketing Ideas for Financial Advisors

Because you’ve found this blog, I’m assuming that you’ve at least thought about including postcards as part of your marketing plan. Since ReminderMedia sells postcards for financial advisors, I think that’s terrific, and I’m including below plenty of the postcard ideas you were hoping to find. However, there are 3 points you might want to consider before deciding if postcards—whether they’re ours or someone else’s—are right for you.

Are postcards right for you?

First, I’m sure you advise your clients that it takes time for investments to mature and show a return, and, for this reason, patience is a virtue. The same is true for postcards.

While it certainly doesn’t hurt, your goal with postcards isn’t to create brand awareness—one or two postcards could do that. Your goal is to find new clients, and it takes a while to create the kind of trusting impression necessary to have someone consider doing business with you. We’ve found postcards that deliver value generate leads best when sent relatively frequently and consistently, generally one card a month for 6 to 12 months.

If you think about it for a minute, this sounds pretty sensible.

If someone was regularly sending you information that you needed or found useful, then you might reasonably think they were serious about wanting you as a client.

Additionally, people associate consistent with productive. If you’re regularly reaching out, the assumption is that you are well-established and reliable.

Another reason for patience is the nature of marketing with postcards—it’s a little like a lottery.

Your postcards don’t always arrive in mailboxes on the day a recipient will need your services. But, if you send them regularly, you increase your odds of that day arriving. And when it does, you’re going to be the advisor they call. In the interim, your postcards work to keep you top of mind.

Second, you need to understand the true nature of the return on investment for postcards.

I routinely see published reports with an ROI for postcards between 3%–5%. One blog points to a Data & Marketing Association report claiming that postcards get a 4.25% response rate, which is a high rate. But it’s an average result across industries—it’s not a median, and it’s not specific to financial services.

For the sake of argument, let’s say you order 1,000 postcards for about $450. (You could pay more or less depending on delivery, size, etc.) If you only get a .3% response rate or 3 well-qualified leads, your cost would be $150 per lead. That’s not bad.

Compare that to sending 1,000 personally branded magazines for $4,000 with a 3% response rate. You would garner 30 qualified leads at about $133 each.

What I can’t figure out for you is how many of those leads turn into bona fide clients—and that’s the bottom line, isn’t it? Your results will depend on your skills, your product offerings, the client experience you provide, and more.

Whichever scenario best suits your needs, one thing is clear—you should test how postcards perform for you alongside other components of your marketing strategy and other marketing ideas for financial advisors. Only then can you truly discover whether postcards are right for you.

Finally, you must commit to following up. Rarely has any postcard, by itself, landed a client.

Sales is always about creating an opportunity to have a conversation with your leads. No matter your strategy, no one is going to entrust you with their money if you don’t literally speak with them.

The week your postcards are delivered, follow up with a phone call. As an alternative, you might consider using a ringless voicemail provider like Slybroadcast, Drop, or LeadsRain. These services allow you to record a message that will go to voicemail without ringing the recipients’ phones.

Having given some thought to these 3 points, you’re in a much better position to assess whether postcards are the right choice for you. If they are, then you can select the postcards that best suit the demographics and needs represented by your database or niche.

Postcard-prospecting ideas for financial advisors

Below is a sample from our wide assortment of themes with an even wider selection of postcards to represent those themes. Click here or on any image below to set up an appointment with one of our postcard marketing experts and we’ll add 25 FREE CARDS to your order.