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Niches

How do I market IHT and estate planning services?

Last reviewed 22 April 2026 · Reviewed by Jake McQuillan

Quick answer

How do I market IHT and estate planning services?

Target homeowners 55+ with assets over £325k. Use Meta and Google with educational content ("7 IHT mistakes", "nil-rate band explained") and a lead magnet like an "IHT quick-audit". Expect £140 to £320 CPL and long sales cycles (60 to 120 days).

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Channel strategy

  • Meta: primary for over-55 homeowner targeting.
  • Google Search: for "IHT adviser", "gift inheritance tax", "estate planning solicitor near me".
  • LinkedIn: for business owners with company-value exposure.

Content that works

  • "Is your estate over the nil-rate band?" interactive audit.
  • "7 IHT mistakes that cost families £100k+".
  • Gifting rules explainer.
  • Trust structures simplified.

Compliance essentials

  • IHT advice often overlaps with legal services — ensure permissions.
  • Work with STEP-qualified specialists if available.
  • Never imply a tax-saving guarantee.

Sales cycle

  • Meeting 1: discovery, £0 to £500 initial fee.
  • Meeting 2 to 4: modelling and product selection.
  • Completion: 60 to 120 days typical.
  • Average case fee: £2,500 to £12,000+.
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Reviewed by
Jake McQuillan
Founder at Platinum Prospects
Last reviewed 22 April 2026

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