The holidays are here, and with them comes the perfect opportunity to reconnect with prospects who’ve gone quiet. Maybe they ghosted your emails, stopped returning your calls, or simply fell off your radar. Whatever the reason, the end of the year is the perfect time to warm things up.
Why now? People are naturally reflecting on their finances as they wrap up 2024 and look ahead to 2025. Plus, the holiday season offers a chance to reach out in a way that feels thoughtful, not salesy. It’s all about getting back on their radar and showing them why you’re the advisor they need in the new year.
Here are 7 strategies to turn those cold prospects into warm opportunities. Let’s dive in!
1. Send a Thoughtful, Holiday-Themed Check-In
The holidays are the perfect excuse to pop into someone’s inbox or voicemail. A simple, cheerful message wishing them happy holidays (with a light mention of financial planning) can be just the thing to spark a response. It’s casual, it’s friendly, and it doesn’t feel pushy.
Example Message:
“Hi [First Name], I just wanted to take a moment to wish you a wonderful holiday season! As we wrap up 2024, let me know if there’s anything I can do to help you prepare financially for 2025. I’d love to reconnect!”
Here’s the secret sauce: make it personal. Maybe reference something you talked about in your last conversation or include a quick tip they might find useful. It doesn’t have to be elaborate—a little thoughtfulness goes a long way this time of year.
Why it works: The holidays are a natural time for goodwill and reflection. A warm, personal message can cut through the noise and remind prospects that you’re not just a financial advisor—you’re someone who genuinely cares.
2. Share Relevant, Year-End Financial Insights
The end of the year is crunch time for financial planning. People are thinking about taxes, retirement contributions, and getting their finances in order for the new year. By sharing actionable tips, you can position yourself as the expert they need to guide them through it all.
Ideas for Year-End Insights to Share:
- Tax-saving moves: Remind them about deadlines for contributions to 401(k)s or IRAs.
- Financial goal-setting tips: Help them think ahead to what they want to achieve in 2025.
- Investment opportunities: Point out potential end-of-year strategies to optimize their portfolios.
Pair your tips with an invitation to connect:
“Want to talk about how these strategies might work for you? Let’s schedule a quick call—I’d be happy to help!”
Why it works: Everyone loves helpful advice, and sharing timely tips shows that you’re on top of your game. You’re not just asking for their time; you’re offering value upfront.
3. Offer a No-Pressure Year-End Financial Review
Let’s be real: one reason prospects go cold is they’re overwhelmed. Financial planning can feel like a huge, intimidating task, especially if they’re not sure where to start. Offering a no-obligation review gives them a chance to test the waters with you without feeling like they’re making a big commitment.
How to Pitch It:
“Hi [First Name], as the year wraps up, I’m offering complimentary financial reviews to help people get organized for 2025. It’s a quick, no-pressure way to make sure everything’s on track. Let me know if you’d like to book a time—I’d love to help!”
Make it easy for them to say yes. Use simple language, keep the tone casual, and emphasize that there’s no obligation. The goal is to lower their guard and get the conversation started.
Why it works: This approach shifts the focus from “selling” to “helping.” By framing it as a free service, you’re giving them a chance to see the value you bring—no strings attached.
4. Personalize Your Outreach
Nobody wants to feel like just another name on your prospecting list. If you want to grab their attention, show them you remember who they are and what matters to them.
Ways to Personalize Your Messages:
- Reference past conversations: “Last time we spoke, you mentioned wanting to save for your daughter’s college. How’s that going?”
- Acknowledge their unique goals: “I know we talked about retirement planning earlier this year—are you ready to revisit that?”
- Use seasonal relevance: “With 2025 just around the corner, now’s the perfect time to align your financial goals. Let’s chat!”
Why it works: Personalization shows that you’ve been paying attention and genuinely care about their individual situation. It’s a small effort that can make a huge difference in getting a response.
5. Create a Sense of Urgency Without Being Pushy
Deadlines and limited-time opportunities are powerful motivators—if you frame them the right way. The trick is to keep the tone helpful, not salesy.
How to Create Urgency:
- “Did you know there are only [X] days left to maximize your 2024 tax savings? Let’s connect to make sure you don’t miss out!”
- “Before the January rush, now’s the best time to revisit your financial goals. Let’s set up a quick call!”
- “As the year ends, there may still be opportunities to optimize your plan for 2025. Let’s chat to make sure you’re ready.”
Why it works: Urgency gives people a reason to act now instead of waiting. It’s about highlighting opportunities they could miss out on—not pressuring them to make a decision.
6. Share a Client Success Story
Sometimes, cold prospects just need a little proof that working with you is worth it. Sharing a relatable success story can build confidence and show them what’s possible.
Example Success Story:
“One of my clients was feeling stuck earlier this year, unsure how to save on taxes. We scheduled a quick review, and by making a few strategic adjustments, they saved over $5,000 and increased their retirement contributions—it was a game changer!”
Follow up with:
“I’d love to explore what opportunities might be available for you as well. Let’s connect before year-end!”
Why it works: People love stories they can relate to. A good success story paints a picture of what you can do for them and inspires them to take action.
7. Use Tools Like Planswell to Simplify Prospecting
Sometimes, the biggest challenge with cold prospects is knowing where to focus your energy. That’s where Planswell comes in. Our exclusive household packages make it easy to connect with verified, motivated prospects who are actively seeking financial guidance.
Quick Plug: Planswell delivers exclusive households directly to you—verified, tailored to your area, and ready for meaningful conversations. It’s the perfect way to jumpstart your 2025 pipeline without wasting time chasing unqualified leads.
👉 Learn more about Planswell’s January Bundles here.
Why it works: With the right tools, you can focus your efforts on prospects who are most likely to engage, saving time and boosting results.
Final Thoughts
Cold prospects don’t have to stay cold. With the right strategies, a little personalization, and some year-end cheer, you can warm up those relationships and even turn them into loyal clients.
Whether it’s a thoughtful holiday check-in, a value-packed financial review, or simply reminding them of the opportunities they’re missing, this is your chance to reconnect and finish the year strong.
So, grab your list, embrace the cold, and start reaching out. The opportunities are there—you just need to open the door.
Here’s to turning the cold into gold this holiday season!
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