The question

What kind of Facebook group would be good for estate planning clients? I don’t do probate. It’s hard for me to think of a group that would attract clients. 

My answer

You just have to think about what it is that people want. Let’s say you’re targeting estate planning clients, maybe business owners and specifically business owners that stand to lose a lot if they get killed in an accident. What happens to their business? 

You don’t necessarily want to create a business estate planning group, but you can create a group for business owners. This could be a group that’s designed for local business owners. 

Who are your ideal clients?

Just think about who your ideal clients are and what problems they have that might not necessarily be related to estate planning directly. From there, you help them solve those small problems/ And then you lead them towards estate planning. 

I had a conversation yesterday with a coaching client and we came up with a really good estate planning group. I don’t want to share it because it’s so good that I don’t think it’s fair to him. But we came up with a really, really good topic for an estate planning group. If he decides not to use it, then I’ll share it one day, but I don’t want to share it right now. 

Find their biggest fears and desires

What it came down to is that we looked at who are the types of people that he wanted to target and then what are their biggest fears and their biggest desires.

A common misconception

And there’s another concept… maybe they don’t necessarily know what their fears are. Most people think that estate planning is for old, rich people, and it’s really not. If you own a house, if you have kids, estate planning is for you. You don’t have to have a million dollars in the bank. 

You probably should have a trust because if you don’t, then you’re going to have an issue. in terms of end of life directives and powers of attorney. So, you just need to backtrack and not make the group about estate planning but about solving problems that people have that are related to estate planning. 

What you should consider

Without knowing exactly what types of clients you’re going for, that’s basically the best that I can give you. If you’re going for business owners, then think about the problems that business owners have and start a group about business owners. 

Perhaps you’re going for parents that may be baby boomers and don’t want their kids to inherit $25,000,000 in their twenties and then just blow it all. 

The key is to find out what those people all have in common and how to talk about what their fears are. Maybe their fears are that their kids are going to get way too much money and they’re not responsible enough. 

What you should do

So, ask what those people all have in common. What are they afraid of? What do they want? And then create a group that serves those needs.