Summer in the life of a financial advisor is kind of like that one big summer get-together with the family. Things move a little slower. People disappear mid-conversation without warning. Someone brings a dish they swear is “famous,” but no one touches it. Meanwhile, clients are road-tripping, there’s golf to be played, and if we’re being honest… that pool isn’t going to lounge by itself.
But here’s the thing: the summer slowdown might just be your biggest opportunity to deepen relationships. Not in spite of the quiet, but because of it.
Wait a minute... Isn’t Summer a Throwaway Season?
Not even close. In fact, it’s the perfect stretch to make a big impact with small actions… if you use it right.
According to Orion’s 2024 WealthTech Survey Results, nearly half of advisors say that increased personalization is the top reason for their growth over the last 3 years. That means even during a time when markets aren’t moving and inboxes are full of out-of-office replies, clients still want to feel seen, remembered, and prioritized.
Another stat worth knowing? This one will sound familiar, but it bears repeating: Prospecting for new clients will cost you a lot more than retaining existing ones. In fact, research put together by Bain & Company shows increasing customer retention rates by 5% can increase profits by 25% or more1.
And listen, you need your rest and relaxation time, too! Thing is… when advisors disappear in the summer, clients don’t think, “Oh, they must be recharging like I am.” They think, “Guess I wasn’t important enough to keep in touch.”
But when you do show up with thoughtful touches, casual check-ins, or unexpected moments of care, you become the advisor who doesn’t just manage money. You become a dream maker, one who remembers their dog’s name and asks how the Disney trip went. That’s what real client relationships are about.
Strategy First: Summer Is for Relationship Capital
Let’s reframe summer. It’s not a scheduling wasteland. It’s prime time for low-pressure connection-building. You’re not calling to talk RMDs or rebalance strategies, though you obviously should if you must. Rather, summer can be time for checking in on how the kids are doing at camp. Or passing along a summer road trip playlist. Or sending a quick “well done” when their daughter lands that internship.
This isn't fluff. It shouldn’t be extra. It's trust-building.
Here’s why it works:
- Summer gives you more breathing room to go deeper with clients.
- Clients are more relaxed and in a different, more open mindset.
- Casual check-ins feel more meaningful when they’re not tied to a transaction.
Tactics to Elevate the Summer Client Experience
So how do you make this happen without juggling a million Post-it Notes or forgetting who you already talked to?
That’s where Redtail comes in.
Here are four ways to turn your CRM into your summer relationship engine:
1. Use Keywords to Segment for Summer Outreach
Start by segmenting your client list by creating Keywords based on lifestyle cues. Think frequent travelers, families with school-age kids, empty nesters, or retirees.
In Redtail, you can create custom Keywords to add these kinds of details to your client records. This makes it easier to send the right message to the right group. Like a quick “enjoy your trip” note to the couple cruising the Caribbean, or a summer activity guide to families with little ones.
You can even use the tools like Redtail Speak to reach out in a way that feels personal and natural to clients’ day-to-day, not generic.
2. Create a “Summer Pulse Check” Workflow
Build a simple workflow to guide seasonal outreach. Include tasks like:
- Reviewing recent notes
- Logging a quick touchpoint (call, text, or email)
- Updating your information with any new client life info
Workflows keep things consistent. Even if you only check in with ten clients a week, by the end of the season you’ve made meaningful contact with your whole book.
3. Update Your UDFs with Summer Fun Facts
Use User Defined Fields to track things like:
- Vacation destinations
- Favorite summer hobbies
- Kids’ or grandkids’ milestones
These details can lead to deeply resonating follow-ups later. Think about this: a birthday card is great, sure. But combined with a themed or personalized gift, a gesture based on who they are outside of their portfolio, that is the kind of interaction that turns one-time smiles into long-term loyalty.
4. Set Up Redtail Reminders for Low-Touch Clients
The clients who don’t ask for much? They’re the most likely to feel forgotten.
Use Redtail Activity Types to dole out your tasks and make sure you stay on the office radar:
- “Touch base with the Scarpello family about their road trip”
- “Send summer playlist to Aubrey”
- “Ask David how his grandson’s baseball tournament went”
These little nudges help you act on your good intentions before they slip through the cracks.
Let Redtail Power Your Summer Story
Look, it’s hot. The sun is out longer, and nobody is begging to talk portfolio construction while floating in a pool. Well, maybe a few of you are.
But this is your chance to build something even stronger than an optimized asset allocation. You can use this time to build connection, trust, and a reputation for caring beyond their AUM.
Redtail helps you take those intentions and make them real. From User Defined Fields to custom Workflows, contact segmentation to timely reminders, you have everything you need to stay close during the time lots of people feel like drifting.
Be the one who shows up. Be the advisor who remembers. And keep showing clients that relationships aren’t seasonal.