Referrals have long been a key to attorney marketing. But, as 2017’s Clio Legal Trends Report showed, clients aren’t passively waiting to be referred; they’re actively seeking them out. A steady stream of referrals can keep a law practice going and growing without the expense and hassle of advertising. But, building and managing a referral network isn’t easy: it takes time to cultivate good relationships with potential referral sources and requires that you show as much concern for their business as they do for yours.
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The first step is finding people who regularly interact with the clients you’d like to attract. For instance, if you do estate planning, think about real estate agents who might know of family members with property that needs to be sold after a death and could send those prospects your way. Or, if you do corporate law, consider accountants who might have clients that need to work with a lawyer in your area.
Once you’ve identified these people, reach out to them and introduce yourself and your firm. Ask them to be a reference for your new clients and give them a phone number where they can call when a client is ready to talk. Then, make sure to follow up on every referral that comes in (or doesn’t come in) and let them know that you’re grateful for their help.
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Finally, consider partnering with attorneys who don’t do your practice areas and agree to refer those prospects to each other when they have cases that you can’t or don’t want to handle. This is a great way to grow your referral network while showing that you’re a team player.
Remember to systematically stay engaged with your referral sources. Whether it’s a phone call, email, text message or coffee, set up a system to connect with your referral sources at intervals that feel authentic and are the most useful to them. It’s also important to respond to reviews, both positive and negative, as this demonstrates that you value feedback and are dedicated to maintaining high standards of service.
Attorneys who offer free consultations can be an excellent resource for potential clients. This meeting can allow the attorney to review your case and determine if they are the best fit for you. During the consultation, you should ask several questions. This will give you insight into the attorney’s approach to your situation and whether it aligns with your expectations.
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