Working a Closed Campus

Those of us who specialize in the K-12 space know well that getting on to a school campus has become more challenging over the past 10 years. On-campus security is a serious issue and a major trend. We see more and more school campuses being gated, and basically closed to 403(b) practitioners for visiting clients on-site. 

Covid-19 has further disrupted the school market, with most school districts ending the year early and education leaders speculating that the fall back-to-school dates may be delayed. At this point, it appears the 2020-2021 school year will start on time, but with protocols firmly in place to prevent the spread of the coronavirus, including the possibility that more campuses will be closed or will present obstacles to entry. 

Additionally, the stay-at-home orders blanketing most of the country triggered a massive rush to virtual meeting services like Zoom, Skype and others. In the business world, there is much talk of “the new normal,” where many meetings will be conducted virtually instead of face-to-face. Many top advisors feel that while they may conduct some virtual meetings, they prefer to meet with clients and potential clients on campus. This also allows them to be seen by others to develop leads and referrals. Other drawbacks to virtual meetings include technical issues and problems returning paperwork. 

So, what is a 403(b)-focused, education market specialist to do to continue to serve clients and build their business? Here are a few basic principles and practices to consider: 

1. Approach all target schools to determine access rules for the new school year. It will be appreciated and may buy a bit of good will with school staff. 
2. Relationships matter. Positive relationships with campus administration can be the difference between being allowed on campus or not. 
3. Follow the rules—not doing so is the quickest way to alienate staff and lose your access. 
4. Always have an appointment. Unless completely closed, most schools will allow advisors to come on campus if they have an appointment with a staff member. 

What if a campus is closed? Leverage campus relationships to try to gain access to serve clients, but if the campus if truly closed, initiate a marketing plan that includes: 

1. Email campaigns to clients and school employees (if possible) with tips, trends and more. 
2. Invite clients and potential clients to an off-site event or planning workshop. 
3. Attend school benefit fairs and other accessible events.
4. Seek references—always ask clients who else might use your services. 
5. Follow up email responses within 24 hours and request an appointment. 
6. Update your tools and client facing materials, as added value + better service = more referrals. 

The 403(b) focused education market has become more challenging, especially with the arrival of COVID. Taking the right steps in the “new normal” however, can allow advisors to maintain good relationships and thrive regardless of the environment. 

Mark Turner is Vice President of National Accounts for Security Benefit.

Used with permission. 

Opinions expressed are those of the author, and do not necessarily reflect the views of NTSA or its members.