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Marketing to the Elderly

The elderly now represent an increasingly important sector of the population and with the number of pensioners set to increase by 20% over the next 20 years Ken Hart provides a timely reminder of some well proven marketing techniques that work particularly well with elderly clients

1 September 1996

The elderly now represent an increasingly important sector of the population and with the number of pensioners set to increase by 20% over the next 20 years Ken Hart provides a timely reminder of some well proven marketing techniques that work particularly well with elderly clients.

Most solicitors are looking for ways to actively increase fee income. A natural concern is one of wanting to maintain a high quality service while at the same time seeking out new opportunities. All the while, major institutions are continually chipping away at traditional sources of income without any constraints at all, as they seek to become a "One Stop" shop for their "Customers". Wills, Trusts, conveyancing, investment advice are all seen as easy prey for these organisations.

Solicitors have many unique opportunities to market themselves. I have been working with a number of firms in helping to identify such opportunities both in the Commercial and Priv...

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