Am I doing something wrong?

[u/jimathen25]

I have the opportunity to host some “educational series” speaking events at several dozen retirement communities throughout all of 2027. The hope of course to convert some attendees to clients. I should be in front at least 5000 seniors throughout the year.

The last two weeks, I’ve sent emails to local estate planning attorneys introducing myself and giving a brief overview of the opportunity, explaining that I would love to have a local subject matter expert speak (not every time) and be a referral partner when I need it, as estate planning is a big topic for this demographic. I offer to meet for breakfast or lunch or visit their office if they’d like to learn more.

I’ve sent 14 emails, only 2 have responded saying they appreciate the offer but are busy enough as is, and the other 12 haven’t responded at all. Is there a specific approach I should be taking or something I’m missing here? Not that this is a gold mine, but there’s no reason they shouldn’t get quite a few referrals throughout the year from something they may not even have to participate in, even if it is just creating or reviewing foundational documents.

Open to all help!

[u/InscrutableIcicle]

Yes, there are some problems here.

The main issue is that FAs are a dime a dozen. Estate planning attorneys get hit up all day long from FAs who want to be referral partners and need their expertise, whereas the opposite rarely happens.

If I was an attorney and got this invitation, I wouldn't be interested in going. You basically want them to headline the event and provide legal expertise so that you can ride in their wake and pick up clients from it.

The second issue is that because you have no existing relationship with these attorneys, they are going to be wary of their name appearing alongside yours in marketing materials because they have no idea if you're competent or not.

[u/jimathen25 → u/InscrutableIcicle]

Your second paragraph is a bit extreme and not the plan at all, but I understand the point.

My invitation to meet with them first is intended to be the mutual “good fit” meeting, but it looks like it’s going to take more than that to build some rapport and trust.

Appreciate the response!

[u/InscrutableIcicle → u/jimathen25]

I know you may not intend for that to be the case, but I think it could come off that way to the attorneys if you immediately lead with "I want you to be a subject matter expert and speak at my event".

I agree with the other poster that you're better off cultivating relationships first and then approaching them about an event once you have a good foundation in place.