Get Your Marketing on the Fast Track INTEGRITY MARKETING SOLUTIONS 2012 Spring Practice Development Workshop

Where are We Now? 57 percent say estate planning clients are proceeding with planning for non-tax reasons 32 percent believe the 2010 Tax Act has all but eliminated “estate tax avoidance” as motivation to plan 80 percent believe the nation’s economy will continue to suffer due to partisan gridlock in Washington 71 percent believe business incentives are needed to return jobs to the U.S. that have been sent overseas Source: 2012 Industry Trends Survey, Trusts & Estates magazine

Where are We Now? LegalZoom claims to have more than 2 million satisfied customers. Google just invested $18.5 million in Rocket Lawyer, which claims to have 15 million users. Wills and Living Trusts are the two most popular services at Nolo.com. Is this The End of Lawyers? Especially Estate Planning Lawyers?

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What Are The Challenges? – Identify the Right Clients – Reach the Right Clients with – The Right Message – Serve Clients Effectively & Profitably – Create a Unique Experience – Develop Referrals – Lather, Rinse, Repeat

Three Key Strategies 1. Attract The Right Clients2. Implement Unique Process3. Integrate #1 and #2 Above

The Right Clients Ideal Clients – Clients we can make a difference with, and with whom we love to work. Lifetime Value Clients – Clients with high lifetime value. High-Paying Clients – Clients who understand the value we offer and are willing to pay more than average clients will.

Unique Process Right-Pricing and Perceived VALUE – When we price appropriately, we can better afford to deliver appropriate service! – Remember the Ideal Client mindset

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So What About 2012?