The community in which you live can be an invaluable source of new prospects and referrals. People in your community are accessible and easy to approach, according to Raymond Yates, financial advisor and senior partner at Save Right Financial Inc. in Brampton, Ont.

“You must first become an integral part of the community,” Yates says, “and establish yourself as someone people can trust.”

Adds Aiman Dally, CEO of Copia Financial Solutions in Toronto: “Your reputation will be of paramount importance and will open doors if you are seen as a credible and trustworthy source of education and advice.”

Here are five ways to grow your practice in your community:

1. Join community groups
You can become known in your community by joining local community groups or associations

Where possible, Dally suggests, take a leadership role in the groups you join. Always try to add value to your group without expecting something in return. People will eventually find out more about you, Yates says, “giving you the opportunity to tell your story.”

You may even get the chance to talk to the entire group on a subject of interest to you and the group members, Yates says.

The key, Dally says, is that you have patience and not be pushy: “The return will come naturally.”

2. Volunteer to speak at events
Speaking at community events can raise your profile as an expert. You will have to seek out events by contacting various organizers such as city officials and local trade associations, Yates says, and then choose which events are most appropriate.

“Never make a sales pitch as a speaker,” says Dally. “Simply position yourself as an expert on a relevant subject that is important to both you and your audience.”

3. Form alliances in your community
Over time, you will become familiar with influencers in your community with whom you should strive to form alliances, Dally says. These alliances can lead to networking opportunities, which can constitute a “web of connections,” which you can use to build your client base.

“These connections also can become a major source of referrals,” Dally says.

Members of groups to which you belong, Yates says, may help you build your practice. “They already know who you are,” he says “and would be more likely to recommend your services.”

4. Make yourself available as a resource
Promote yourself as a useful person to know in areas on which you focus — and not a sales person.

For example, if you choose to be known as a retirement planning expert, Yates says, do not try to sell products. Instead, provide advice. This way, you can build trust with people in your community, who will see you as an expert.

“When people want help in the area of your expertise,” Yates says, “they will come to you and may also refer their friends and family.”

5. Tailor your marketing plan
The marketing methods you use should be aligned with the type of prospect you are targeting within your community. So, you will have to assess the make-up of the community. Factors to consider, Dally says, include high net-worth vs mixed income levels; age group; concentration by occupation; and other characteristics.

“That will determine the [area of] expertise you promote in the community,” he says. The methods you use — whether it’s direct contact, seminars, group meetings, or print or electronic media also will be driven by the characteristics of your community.