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).
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+.