Fostering positive relationships with divorce attorneys is just as important as advertising to spouses. Many people going through a divorce assume that the attorney will take care of all the financial aspects, and they may never even consider hiring an advisor specifically for that purpose. So getting on the good side of attorneys can be an excellent way to gain referrals. (Lawyers are also extremely susceptible to a free lunch.)

You should always pursue creative opportunities to get your name out there, volunteering to give a presentation, for example, or a speaking engagement on financial matters. You might consider teaming up with an attorney to present during a continuing legal education program, or you can sponsor your own event for the general public. These occasions also offer great photo opportunities, so be sure to capture images and display them prominently in your office, on your Web site or anywhere else they are likely to be noticed by prospective and current clients.

You should also have a clean and professional Web site. Blogs and e-mail newsletters are a free source of publicity, and social media is an effective method to promote your services directly to the public. Pay-per-click advertising, with services like Google AdWords, offers search engine promotion that only charges when users click on your link.

4. Develop a revenue model for divorcing clients

Catering to divorcing clients may also require you to develop a new revenue structure different from the typical commission-based model many financial advisors use. Because of the financial burdens on divorcing spouses, there are generally far fewer opportunities to take commissions while the divorces are proceeding, so a fee-based system would tend to be the most practical option. After the divorce, as your relationship with the client develops, you can use a more traditional model because, again, the relationships forged under such extreme circumstances are often enduring.

5. Cultivate a divorce-friendly environment

Advisors focusing on these clients need to offer more friendly financing options to these clients, who are likely struggling with a cash-flow crisis. You can offer them, for instance, credit card options, third-party financing or, ideally, in-house financing. The last might be riskier, but you can avoid or control interest rates, and since you will already have the clients’ financial information, it should not be terribly difficult to judge their ability to pay.

Credibility is more important in financial advisors than in any other professional, and since you will likely be billing at a rate comparable with those of the clients’ attorneys, the clients will expect a Class A office space, professional attire and a trustworthy demeanor.

Financial advisors and their staff also need to be prepared to deal with the emotional challenges of divorcing clients in addition to the financial complications. It is not unusual for clients to be frantic, impatient or even rude, so the advisor and staff may need to be more accommodating than they would be with other clients. Advisors who decide to cater to this specific clientele must be prepared to meet the sometimes irrational demands of emotionally distraught clients. Making yourself available at any time to answer questions that likely could have waited, whether it’s at 6 a.m. on a Sunday or 11:30 p.m. on a Friday, helps nurture trust and distinguishes you from your peers since it demonstrates that you are willing to serve the clients in extraordinarily difficult times.

A downside of working with divorcing clients is that you are dealing with people during one of the most challenging times of their lives. You will likely have to endure some impatience and rudeness, and there might be difficulty in getting paid.