As year-end approaches, the buzz around estate planning maintenance programs grows. Attorneys are focused on either improving their existing programs, creating new ones, or figuring out how to get one started. We work with numerous firms and see a wide range of maintenance programs—some highly effective and others that miss the mark.
The key to a successful maintenance program isn’t just about offering every service imaginable; it’s about strategic planning. Your firm must carve out dedicated time to consider the services you will provide, the annual fee you’ll charge, the attorney and team hours needed per client, and any additional costs (such as Docubank, Legal Directives, etc.). Most importantly, you need to ensure the program delivers on its promises without draining resources.
Two Major Misnomers About Estate Planning Maintenance Programs
1. Proactive vs. Reactive: Why Client Engagement Matters
One common mistake is offering a reactive service, where clients are told to “call us when you need us.” This approach often leads clients to question the value of the program, particularly when they receive their annual invoice and think, “I didn’t use this service—do I really need it?” The more effective approach is proactive service. By reaching out to clients with updates, you demonstrate the value of the program and help them recognize changes they may not have noticed themselves. This proactive engagement helps retain clients who might otherwise drop the service.
2. Your Maintenance Program as a Marketing Tool
Your estate planning maintenance program should be part of your marketing strategy. Meeting with clients—either individually or in group settings—provides a great opportunity to generate referrals. Laney, one of our team members, saw a 150% increase in client referrals after fully implementing a maintenance program at her previous firm. These meetings allow you to uncover additional needs, such as new family members needing planning or clients facing health issues, and open doors for you to provide more services. Essentially, clients pay you to market through them!
Structuring a Successful Estate Planning Maintenance Program
The success of a maintenance program lies in deliberate planning and execution. Rather than overwhelming clients with every service possible, focus on what will deliver the most value for them and be sustainable for your firm. By taking the time to create a thoughtful and efficient program, you’ll not only generate steady revenue but also increase client satisfaction and loyalty.
Imagine starting the new year with guaranteed income from your annual maintenance fees, knowing that your clients are well taken care of and that you have a system in place to meet their evolving needs.
Estate Planning Maintenance Programs Can Boost Your Firm’s Success
With a little intention and analysis, estate planning maintenance programs can significantly boost both client satisfaction and your firm’s revenue. Be proactive, use the program as a marketing tool, and avoid making promises that overextend your resources. Stay tuned for our next blog, where we’ll share easy steps to kickstart your maintenance program in the new year.
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