Marketing-Goal-Line-Calculator.xlsx

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1	Your Marketing Goal Line Calculator
2	Online Marketing for Financial Advisors · Lesson 1.3
3	Work backwards from your 2027 goal to one number: how many leads a month your marketing needs to produce. Fill in the shaded cells. The rest calculates for you.
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5	Step 1: Your goal	Your number	Notes
6	New revenue goal for 2027 ($)	$500,000	Optional. Leave blank and enter clients directly below if easier.
7	Average annual revenue from one new client ($)	$7,500	Optional. Example: a $750,000 account at 1% = $7,500 a year.
8	New clients needed (from revenue goal)	67	Calculates when both cells above are filled in.
9	Or: new clients you want in 2027	12	Example: 12. Overwrite with your own, or clear it to use the revenue math above.
10	New clients goal (used below)	67	Uses your direct number if you entered one.
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12	Step 2: Your rates	Your number	Notes
13	Close rate: share of discovery meetings that become clients	33%	Starting point: 33% (1 in 3). Kitces finds most advisors close 25–50% of qualified prospects.
14	Booking rate: share of leads that book a meeting	25%	Starting point: 25% (1 in 4). Referrals book far more often; cold and paid leads book less.
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16	Step 3: Your goal line	Result
17	Discovery meetings needed per year	201	New clients ÷ close rate
18	Leads needed per year	804	Meetings ÷ booking rate
19	LEADS NEEDED PER MONTH: YOUR GOAL LINE	67	This is the number your marketing aims at.
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21	Step 4: The gap (optional)	Leads a month
22	Leads you get today, per month	10	A rough estimate is fine. See below for what counts as a lead.
23	The gap	57	If it's above zero, that's how many more leads a month your marketing needs to bring in.
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25	What counts as a lead?
26	A lead is someone who fits who you serve, shared their contact information, and asked about working with you.
27	Counts: contact forms and call requests, calls or emails about your services, referral introductions, seminar or webinar attendees who ask to talk, LinkedIn conversations where they ask how you work, and cold calls or walk-ins where they say "tell me more."
28	Doesn't count (yet): everyone else you cold-called or walked in on, website visitors, followers and likes, existing clients, people outside who you serve, and lead magnet downloads or newsletter sign-ups (those are subscribers, one step earlier).
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30	Starting rates are conservative on purpose: if your real rates are better, you'll need fewer leads. Swap in your own once you're tracking them.
31	Sources: Kitces, "Setting the Right Financial Planning Fee Based on Conversion Rates" (kitces.com); RIABiz, May 21, 2024 (Pure Financial Advisors lead data).
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33	Want help closing the gap? Online Marketing for Financial Advisors · theadvisorscmo.com/online-marketing-for-financial-advisors
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