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Summer brings a different rhythm. Between client travel, vacations, and internal planning, many advisors see their marketing drop off. But staying visible doesn’t have to drain your time. You can build connections and grow your reach with a few simple strategies that fit into the pace of the season.
Here are three moves that can help you stay in front of your clients – and ahead of your competition.
1. Personality Is Driving Serious Engagement
People engage with people, not firms. Financial education matters, but personal content drives visibility. Your audience wants to see who you are beyond your services – especially in the summer when clients expect you to have fun outside of work!
Advisors are seeing big results from social content that shows the human side:
- One advisor saw a 1,611% increase in reach just by sharing team milestones like work anniversaries and birthdays.
- Posts that recognize team members or express appreciation get up to 33x more views than traditional financial tips.
- Content that shows pets, hobbies, or behind-the-scenes moments from the office often doubles engagement.
Sharing life outside the office doesn’t feel like marketing – but it works. If you're going on a trip, attending a family celebration, or hosting a summer event, talk about it online. Let people see the person behind the advice. That connection builds trust, and trust opens doors.
2. Event Marketing That Brings Clients Together
The right event can deepen loyalty and create valuable introductions. And summer gives you a unique window to do it in a way that feels relaxed and relationship-focused.
Consider hosting a “Focus on What Matters” client event. Choose a beautiful outdoor venue – a park, garden, or backyard space – and bring in a photographer to take family portraits. It’s something many families want, but rarely schedule. You create a lasting memory while giving yourself a natural way to talk about long-term planning.
Tie it into the idea of legacy. Talk about how financial planning helps protect what matters most – your client’s family. This opens the door to conversations about estate planning, long-term care, or multi-generational planning.
These events also attract extended family members (i.e., children, siblings, in-laws) who may be visiting for the summer. Introduce yourself and build the relationship early. It’s a smart way to show you’re the advisor who helps families plan together.
3. Don’t Ignore Referral Partners This Summer
Your client relationships matter, but your professional network drives growth too. Summer often creates space in the calendar, which makes it the right time to reconnect with your centers of influence (COIs), like CPAs, attorneys, and real estate partners.
Start by checking LinkedIn. Are you connected to all your key partners? If not, send a quick message and suggest lunch or coffee. Keep it low-pressure. You don’t need a pitch – just a presence.
Support your outreach with content. Many advisors are using a versioned version of their client emails to stay in touch with COIs. These updates can include:
- Market commentary or your take on recent financial news
- Planning insights that tie into tax or real estate
- Invitations to collaborate on webinars or events
Make your message helpful. The goal is to show up with value – not ask for referrals. When you become a source of insight, you stay top of mind in the moments that matter.
A Summer for Growth
A few personal posts. A client-first event. A thoughtful touchpoint with your referral partners. These moves help you stay in front of the people who matter – without filling your calendar.
Want help getting started? We’ve pulled together content ideas, event templates, and ready-to-send social posts advisors are using this summer. Personalize them and put them to work. Visit fmgsuite.com/summer-playbook to download examples of high-performing content built for this season.