For others, converting leads with SmartAsset isn't so easy. “You end up paying for leads that know nothing about you, so retentions and closing rates are way lower,” said Thomas Kopelman, a financial advisor at RLS Wealth, in Fishers, Ind. His firm manages $55.6 million in assets and has found that creating its own content and marketing material produces better results among clients who are primarily under 40—his target market.

Kopelman uses a long-term marketing approach of “dripping” original marketing on potential clients for months to years, which ends up being more cost-effective, he explained. “When they need help, they’ll turn to you.”

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