Who is the easiest lead to sell? Someone who was referred to you by a previous client.
Clio’s 2019 Legal Trends Report found that almost 60% of people seek a referral when shopping for an attorney, and only 16% seek a referral and search for an attorney on their own. This means… 73% of people who are seeking referrals, are choosing them!
It’s not surprising. Many of your potential clients have never hired an attorney before. For most people, finding an attorney is:
- High stakes
Don’t forget, while this is a business deal for you, your potential clients may have their entire family, business, or reputation on the line. They cannot afford to make the mistake of hiring the wrong attorney. This is why referrals from trusted family and friends are so valuable. They will always be the most comfortable choice for a nervous new client!
So how can you increase your client referrals to bring in low-effort leads? Try setting up a Referral Program.
Start by developing an enticing offer.
The best bet is to reward both the referrer and the referred.
- For your previous client who provides the referral, gifts are an excellent idea. Both gift cards and donations in their name are great options.
- For those who are referred to you, discounts are ideal.
(Always check with your local Ethics Rules & Opinions before creating incentives.)
Next, get the word out!
The key here is consistency. Most people won’t know someone in need of an attorney at all times. Make sure that your referral program is fresh in their mind!
- Include a referrals page on your website with information about your referral program. (This is great for when someone is referred to you and they pop over to your website to take a look around. Seeing that they could get a discount for being referred could close that deal itself!)
- Emails are likely the most effective method of getting in touch with previous and current clients. They’re super easy to automate, too!
- Blogs are a great way to get information out there. Create original posts or publish the content from your emails.
- If your firm sends out newsletters, add a section that mentions your referral program.
Don’t forget to keep track of everything!
CRMs are perfect for keeping track of client referrals and new leads. Don’t skip this step!
Finally, follow up.
Saying “thank you” goes farther than you’d think. Send a handwritten thank-you note or type out an email from your address to go along with your gift or discount. It’s not important that it’s fancy, just that it’s from you. Make sure to let them know that the referral offer still stands for the future!
What do you do to increase client referrals? We’d love to hear from you!