Every account must have either retirees or pre-retirees as a selected prospect type.
There are many consumers who want financial information and assistance that do not think in terms of “products” or “services” such as rollovers or annuities.
That is the way advisors think, not how consumers think.
Most consumers think of the world in terms of their own concerns, such as retirement and pre-retirement preparation (how much money will I need, what are safe ways to invest my money, how can I earn a better return?)
So we have one of those categories as being required because the average person has never even heard of "annuities" or "managed accounts"
There is no way on the Internet to ascertain age. And if you ask the age of the consumer. more than 50% of consumers lie. So we use the methods below to get leads from the right people.
By wording the ad correctly (and specifying a target age when possible on platforms such as Facebook and other ad platforms which offer age targeting ) , we have had great experience in getting pre-retirees age 50+ to respond to the pre-retiree advertisement and people age 65+ to respond to the retiree advertisement. Our wording and ad design make the ad/offer uninteresting to younger people. So the combination of how we create the ads (message/images/offer) and the age targeting available on many Internet ad platforms have resulted in a very high percent of the leads matching the targeted ages.
Quick tip: Do not ever assume that consumers know what they "want." Just because a consumer responds to an annuity ad means nothing as maybe they do not even know what is an annuity. Each response is really the consumer saying "I have some discomfort/concern about my finances." The actual products or services they buy may have nothing to do with the ad to which they respond. You are the one who determines the products or services that fit. We had one professional who took all 11 lead types and we asked if he sold all 11 products. He said no, but that does not matter to him as each lead is simply a consumer reaching out with interest about their money.