Not all marketing activities are created equal. Some go deep. Some go wide.

Over the past few weeks, I’ve been breaking down the six factors for choosing marketing activities that fit your firm: Client Journey Stage, Operational Efficiency, Time Frame, Quality vs. Quantity, Marketing Preferences, and Budget. Each one acts as a filter to help you decide what belongs in your marketing plan and what doesn’t.

This week, we’re focusing on the fourth factor: Quality vs. Quantity.

Every marketing activity falls somewhere on the spectrum between low-volume but higher-quality leads, and high-volume, lower-quality leads. Neither approach is inherently better. They simply serve different purposes and work best for different types of firms.

Low-Volume But Higher-Quality Prospects

These are personalized, high-touch efforts that build deeper relationships but rely heavily on advisor time or referrals. The prospects are more likely to be qualified and more likely to become clients after scheduling an appointment. Most relationship-oriented, high-minimum AUM firms naturally gravitate toward this end of the spectrum.

Examples: Client referrals, personal networking, speaking engagements.

High-Volume But Lower-Quality Prospects

These are broad-reaching, scalable tactics that bring in a mix of both qualified and unqualified prospects. They’re efficient, but they require more screening and follow-up. These strategies work best for firms with strong sales processes or for channels that don’t require a lot of ongoing effort once they’re set up.

Examples: Digital ads, paid lead listings, SEO.

High-quality activities often convert better but can limit your growth because they rely on your time and presence. High-volume activities scale easily but require more filtering and follow-up. The right balance depends on your firm’s capacity and your sales process.

The takeaway: Your marketing doesn’t need to live at one extreme. The strongest plans strike the right balance, pairing a few high-quality relationship builders with scalable high-volume activities.

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