Getting leads by association

Ever wanted to build a client list of doctors, lawyers and other high-net-wealth individuals? Or is it blue collar workers retiring with a big super payout that takes your fancy?

The key may be to target the professional associations these individuals belong to.

The strategy is a vital component of lead generation at Aon Financial Planning, according to national marketing and relationships manager Roger Down.

Aon currently has about a dozen professional and trade associations as clients, and the list is set to grow.

According to Down, the group’s success with the strategy can be attributed to the fact that it has a division dedicated to marketing to professional associations.

“Other planners do it more piecemeal, which gives us an advantage,” he says.

And news travels.

The group’s most recent endorsement agreement with an association which has 8,000-plus members, resulted from a recommendation by another industry association.

In other instances, Down says, the national body of a professional association has referred the state arm through to Aon.

The success of its strategy is apparent in the rapid growth of Aon’s association client list, which is due to expand by two in the next few weeks. Down says the two associations both have around 10,000 members.

Aon’s financial planners also mine the client lists of the Aon group’s other businesses, such as its insurance division, for potential leads.

Aon has a total of 35 financial planners and risk advisers stationed in Aon offices throughout Australia, so that employees working with general insurance clients have someone who can look after their risk and investment planning needs.