One of my colleagues that I truly admire, Trent Fleming, wrote in his blog about generational retention. This topic concerns every financial institution but especially the rural communities. Here’s what Trent shared…
The Keys to Generational Retention
This material originally appeared on my Rural Economic Revitalization Blog at www.arkansawriverwriter.blogspot.comThe Des Moines Register recently reported that 50% or more of those expected to inherit farm land will sell it. This reminded me that Generational Retention remains a key to the continued viability of many community banks. I will expound on each of the three key issues, but I felt it appropriate to include this general post as a reminder:
General Transfer is a key issue for most rural banks. One challenge these banks have is relationship retention. If you’ve taken the first step (and some are frankly afraid to look) and found that many of the heirs to your current deposits are “somewhere else” then you realize the challenge. Two parallel tracks are necessary. First, address the heirs who are still local. Reach out, through parents if necessary, to form relationships and help these heirs learn that your bank can be a valuable tool for managing the assets that will be left to them, be they a business, land, or simply deposits. Second, put together a plan to reach out to absentee heirs with essentially the same message . . . we are here to help you manage your inheritance. Your plan for resident and non-resident heirs is comprised of three main parts: relationship (a face); services; and technology.
In keeping with the theme of what community banks can do to preserve relationships as older depositors die off, my last post indicated there were three keys. This time, lets look at the first key – the Relationship Factor. If you want to keep banking relationships beyond the current generation, you must – well before a “transfer inducing” event occurs – establish solid relationships with heirs. This starts early in life . . . even during elementary school. Kids savings programs, and financial education, can serve to implant your brand into kids thinking. As kids grow older, work with mom and dad to make sure the kids feel that the bank is a trusted friend and adviser. We’ll talk more about technology in a future post, but it is essential in staying connected to these youngsters if they leave home. Hosting events, or webinars, regarding estate planning, generational transfer, and asset management will strengthen your position as that trusted adviser, and make it easy for heirs to look to your bank for money management advice and services. That’s the goal . . . when parents retire or pass away, you want to keep your relationships with the family money, the family business, the family farm. Building strong relationships is the key.
Lets look at the second of the three keys to retaining banking relationships across generations: technology. Banking has been quick to adapt many new technologies, and a lot of them are customer facing. From the advent of automated teller machines, through voice response systems, to today’s mobile banking platform, customers are demanding, and banks (most of them anyway) are providing a variety of technologies to make access to information and transactions simple and painless. A large part of maintaining and preserving relationships with heirs and potential heirs is ensuring that it’s easy for them to do business with you. This includes Internet Banking for individuals, and Internet cash management for businesses, along with remote deposit capture for those customers who still handle checks as a primary payment method for their business dealings. The rising popularity of Smart Phones makes mobile banking – as an extension of your Internet Banking product – a must.
Packaging and promoting these services is important . . . as a part of your overall bid to serve out of town (and of course local) customers. Put together a brochure (print and electronic) and perhaps a web site to promote your ability to assist families in preserving and enhancing wealth across generations . . . include descriptions of all the ways that you can help. Remember that promoting a comprehensive package casts you in a much better light than waiting to react to requests for services. If you are serious about surviving generational transfer, make that evident to all that do business with you.
The final of our three keys to success is services. Some of this has already been covered under technology – but there is more to it than that. Business specific expertise is an important part of helping families realize that there may be more value to keeping the family farm or business than selling it. Land management, timber management, business valuation, estate planning, and general business planning advice are all important, depending on the economic landscape in the communities you serve. These capabilities will set your bank apart with current and future generations. For example: the death of the farmer in the family need not mean selling off the land, if you can aid the surviving spouse in leasing out the land for farming. Doing so can provide comfort to the family, by keeping the land, and generate needed income for years to come. There are many examples across many family oriented businesses.
As I stated previously, packaging and promotion is critical . . . as a part of your overall bid to serve the heirs to your current customers. Remember that promoting a comprehensive package casts you in a much better light than waiting to react to requests for services. Again, if you are serious about surviving generational transfer, make it evident to all that do business with you.
About the Author
Trent Fleming serves as a trusted adviser to financial institutions. For more than three decades, he has worked with banks on matters as diverse as strategic planning, business continuity, employee education, and operational efficiency. Fleming’s presentations on technology, management, and strategy consistently get the highest marks from his audiences. He serves on the faculty of the Graduate School of Banking at the University of Wisconsin, and regularly contributes articles to industry publications. He also publishes the very popular banking newsletter “Trent’s Comments.” Trent holds a Bachelor of Science in Economics and Finance from Christian Brothers University. More information at www.trentfleming.com.