On December 20, 2019, President Trump signed the Setting Every Community Up for Retirement Act into law. The SECURE Act marks the most significant overhaul to retirement policy in years. And with these changes, comes a need for many people to review, or even revise, their retirement plans. This presents multiple prospecting and marketing opportunities for financial advisors.
In total, the SECURE Act consists of 30 provisions, each one affecting the way people save and plan for retirement. While the 125-page document addresses a wide array of topics, some stand to have a more immediate and direct impact on the everyday wage-earner.
Below is a brief overview of some of the key provisions from the SECURE Act that advisors should be discussing with their clients.
- Expanded retirement savings opportunities by making it easier to include annuities into 401(k) plans
- Portability of lifetime income options for qualified plans.
- The Required Minimum Distribution Age has been increased from 70 ½ to 72.
- The change does not apply to those who reached age 70 ½ by December 31, 2019.
- Certain long-term, part-time employees can now participate in 401(k) plans. These employees must meet minimum service hour requirements.
- The maximum automatic contribution percentage for “safe harbor” 401(k) plans has been increased.
- The age cap for contributing to traditional IRAs (previously 70 ½ years old) has been eliminated. Like Roth IRAs, traditional IRAs now have no age limitations.
- Stretch IRAs for certain beneficiaries are no longer allowed. Those beneficiaries must now withdraw all money from the inherited plan within a specified time frame.
Overall, the SECURE Act covers a lot of ground. While designed to benefit retirees, it does comes with several complex changes that people need to be aware of. Advisors need to be proactive and start educating clients (and themselves) about how these key provisions from the SECURE Act could impact their long-term goals.
Keeping up with the latest trends and evolving digital landscape—and implementing them into your existing marketing strategy—can be a time consuming, but necessary endeavor for advisors trying to stay ahead of their competition. While the time you spend looking for the next big marketing opportunity is certainly not wasted, sometimes it can be more efficient to stick with your existing resources.
For instance, we are now halfway through Life Insurance Awareness Month. With only a couple of weeks left to take advantage of the top-of-mind momentum created by this educational initiative, now might not be the best time to launch an untested marketing plan. This is one of those situations where the most effective and practical solutions might be those resources already at your disposal.
The old saying, “dance with the one who brung ya,” can be words to live by. Especially if time is a factor. For advisors, this means leveraging your current book of business to create new opportunities. Much like you would for milestone occasions (birthdays, anniversaries, holidays, etc.), email clients about life insurance coverage. This can be a reminder about a policy review or update, information about new products, or a simple invitation for an in-person appointment.
Wherever the prospect is in your marketing funnel, an event such as LIAM presents an opportunity to move them one step closer to conversion. Consider this an extension of your ongoing drip campaign and make contact through your regular newsletter or a lead nurturing email.
As the most popular social network Facebook is the typically the “go-to” platform for lead generation and advertising. However, LinkedIn is also a great marketing resource, especially for advisors trying to make professional connections. Like Facebook, LinkedIn allows you to post relevant content, share it with your connections, and participate in groups. Additionally, LinkedIn offers a wide range of targeting options for ad campaigns and sponsored posts.
Printed Promotional Materials
In the digital age, the value of printed materials is often overlooked. According to the 2017 Direct Marketing Association Response Rate Report, direct mail response rates once again outranked digital. According to studies, that’s 5.1% for house lists and 2.9% for prospect lists versus 2% for all digital channels combined. While effective, a direct mail campaign might not get off the ground quick enough to capitalize on the remaining LIAM momentum. This is when flyers might be a good alternative to consider. Use a well-designed flyer that directs åpeople to your website to promote your brand and services. Just make sure they’re in a well-trafficked area and posted with permission.
Ideal spots might include:
- Public Library
- Coffee Shops
- Book Stores
- Grocery Stores
- Gyms/Fitness Centers
Request our Life Insurance Awareness Month Kit to make the most out of your life insurance prospecting efforts.
What You’ll Get:
- Customizable Prospecting Letters
- Email Drip Templates
- Life Insurance Prospecting Ideas
- Concept and Presentation Pieces
- Consumer Facing Life Insurance Overview Powerpoint and more!