Seasonality in Marketing

In this episode of Advisor to Advisor, Chazz and Jonathan dig into one of the most common (and costly) assumptions financial advisors make: “No one responds to marketing in the summer or winter, so I’ll just wait.”

Not so fast.

Drawing on insights from eight years of marketing and over $75M in ad spend, Jonathan reveals how seasonal lulls really affect campaign performance, and how smart advisors can actually use this slower time to their advantage.

Click play to hear:

• How digital and direct mail perform differently during seasonal slowdowns, and why your attendance rates may tell the real story
• A list-suppression strategy that helps you avoid wasting ad dollars on snowbirds (especially in Florida and Arizona)
• The #1 reason people look for a new advisor, and why it has nothing to do with the calendar
• Why pulling back now could create a painful revenue gap in 60–90 days
• Creative ways to stay visible without needing to be in the office (hint: it’s automated!)

“Life events don’t care what month it is,” Jonathan says. “If your name isn’t in front of someone at the right time, they’ll call someone else.”

This episode is a must-listen if you’re trying to grow AUM consistently year-round—without falling into seasonal traps.