How to better sell to boomers, from an industry executive's point of view

The boomer population is large, and only continuing to grow each day. With the vast density of the demographic, comes a deep need for financial advice and retirement planning. 

But what are some market factors and industry sales trends to take note of when advising boomers?

Are there any new technology applications that may help advisors better plan for their boomer clients? 

To get an industry executive’s take on the matter, I interviewed Mark Fitzgerald, national sales manager for Saybrus Partners, Inc.

Emily Holbrook: What are some market trends that present challenges for baby boomers planning for retirement today?

Mark Fitzgerald: The changing retirement landscape continues to present challenges for baby boomers as well as for those already in or nearing retirement. For the long-underserved middle-income market, which encompasses the majority of Americans, these obstacles are particularly formidable. These are the individuals for whom Social Security income and a pension — if they’re fortunate enough to have one — will not be enough to cover all of their expenses during retirement.

The shortfalls mean they’ll need to maximize the income they can get from their IRAs, 401(k)s or other savings. Although this may seem daunting, the challenges facing the middle market represent significant opportunities for agents and advisors to help offer attainable solutions.

Individuals in this market are often less inclined to initiate the retirement planning process simply because they don’t think they have the money to do so. However, this group is at a much greater risk of running out of resources in retirement, and therefore has the greatest need for financial advice.

EH: How can advisors help middle-market retirees achieve their goals?

MF: Since middle-income Americans often don’t actively seek professional advice, it falls to agents and advisors to help these prospects and educate them on what they need to be thinking about, especially as they get closer to the retirement age. Advisors should consider employing the following strategies to reach this audience:

Expand your marketing message:

Despite the fact that these prospects don’t actively ask for advice, they are still very concerned about securing predictable retirement income as well as some level of protection regarding health or long-term care costs. Many times they may not realize that annuities and life insurance strategies are not exclusively designed for the wealthy.

Take a multifaceted approach to education: