Should Financial Advisors Ramp Up Communications During a Market Crisis?
When markets tumble, headlines scream, and uncertainty spreads like wildfire, many financial advisors ask the same question: Should I increase how often I’m reaching out to clients?
The short answer? Yes — but only if you’re offering calm, clarity, and value.
Why Communication Matters Most When Emotions Run High
During market corrections, bear markets, or black swan events like a pandemic, your clients aren’t just seeing their account balances drop — they’re experiencing stress, fear, and doubt. In these moments, your silence can speak louder than words. If clients don’t hear from you, they may assume you’re either overwhelmed, unsure of what to say, or not paying attention.
Even a brief message can provide reassurance: “We’re watching the situation closely and have already taken steps to protect your plan.”
What Ramped-Up Communication Actually Looks Like
You don’t need to call every client every day. But it does mean being proactive:
Weekly or biweekly email updates during times of volatility
Personalized check-in calls with clients nearing retirement or who are particularly anxious
Social media posts or blog content explaining what’s happening, what it means for long-term investors, and what actions (if any) you're taking
Live webinars or Zoom Q&As to create a forum for connection and clarity
When the world is spinning, people want to hear from someone they trust — and that someone should be you.
The Trust Dividend
There’s a long-term benefit, too. Advisors who communicate frequently and clearly during tough times build deeper trust. You’re not just managing money — you’re managing emotions, expectations, and long-term relationships.
According to multiple studies, investor satisfaction is more closely tied to how often and how clearly an advisor communicates than to short-term investment performance.
So when markets fall, lean in.
Don’t Just Communicate More — Communicate Better
More messages aren’t helpful if they’re filled with jargon, panic, or platitudes. Aim for:
Clarity: Break down what’s happening in plain English.
Perspective: Show how past market downturns have played out — and how clients who stayed the course came out ahead.
Personalization: Tie the message back to their long-term plan.
One great framework: Here’s what’s happening, here’s what we’re doing (or not doing), and here’s what it means for you.
Bottom Line:
When fear is loud, your voice needs to be louder — steady, confident, and focused on the long view. Ramping up your communication isn’t just about staying visible. It’s about being the voice of reason in a sea of noise, and your clients will remember that long after the storm passes.
