According to a 2019 study conducted by Broadridge, lead generation is one of the highest priorities of financial advisors nationwide, with growth-focused advisors gaining 20+ new clients annually. But lead-generation efforts alone won’t translate into success.

Incoming leads are seldom ready-to-buy prospects. The individuals may range from “somewhat interested” to “highly motivated” or somewhere in-between. And while everyone is unique in his or her needs and interests, all incoming leads have one thing in common: They need to be carefully nurtured before they are potentially onboarded as new clients.

Broadridge is here to help improve the lead-nurturing process. With this guide, you can develop a thoughtful, effective lead-nurturing program so you can turn your newly captured leads into clients — and ultimately advocates.