The mailers are going out to 50 homes worth between $2 and $5 million near Define Financial’s office, which is a 13-minute drive from Torrey Pines Golf Course. The last mailer will offer recipients the opportunity to set up a call with Define Financial. The others will go out every Monday, so they land in mailboxes either Tuesday or Wednesday, the days with the lightest mail. The first includes a cover letter and educational material about donor advised funds. The content is largely the same, but tweaked for print and made visually alluring by a graphic designer he hired.Įach recipient will get one mailer per week beginning Aug. So now he’s trying them in physical form.ĭefine Financial is sending four mailers inspired by things Schulte wrote and published on his website.
He considers himself an amateur marketer, but creative and willing to take risks.Įmail campaigns that share valuable information over time and eventually prompt recipients to act have proved successful for Schulte. The surfer is active on Twitter, has two podcasts – including “ Experiments in Advisor Marketing” – and a website optimized to appear in front of anyone searching for an advisor in San Diego. “When was the last time you received a high-quality piece of content in the mail that wasn’t trying to get you to go to a seminar or buy an annuity?” he asked. Schulte is mailing would-be clients information about his firm, Define Financial, to inform them of investment and planning strategies and pitch them on his services. In the thick of summer, and at the beginning of the slowest five-week period in finance, he’s sending out mailers to prospective clients. Taylor Schulte, who owns a fee-only RIA based in San Diego, is doing something perplexing next week.
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