Referral sources are everything in the Third Wave practice of law. Title companies and other call it steerage. The point is that the most cost effective way to obtain clients is to have people who can steer or refer cases and clients to you. Getting these sources is not as hard as you might think. It is actually more difficult to keep them referring. We all get distracted, and the same is true for referral sources you find and cultivate. They need to be reminded and they need to know you appreciate them. Here are some simple ways to do this:
1. Send an broadcast email newsletter. At least once a month send everyone in your database
an one containing practice area specific information. You can use a cheap service like Constant Contact.
2. Send handwritten
notes. Remember to send these out. It is a forgotten art. It can be short and you probably need to do it when you get a referral. But, if no referral find some reason to send a one or two of these a day. The key is to keep it informal and personal.
3. Get your clients
involved. Tell your clients to thank the referral source for you. Ask them to tell the referral source what a good job you are doing for them. If nothing else tell your client in what high regard you hold the referral source. It will get back to them.
4. Educational
seminars. CLE is the key if you appeal to other lawyers. Continuing education is still vital for any group to which you need to appeal such as Realtors, bankers, CPA, and teachers. You can produce courses yourself, you can do them online cheaply, but you do not have to go to this trouble. Become a regular speaker at continuing education events. If you do not have a contact, just call and ask the providers. Send the papers you produce to referral sources that might not have attended.
5. Send a personal
email. It doesn’t have to be anything elaborate. Keep it simple. Keep it
personal.
6. Visit clients in person. Take a half day one Friday
and try to stop by the office of a few of your referral source. If they are there just tell them you wanted to stop by and say thank you. If not, you get to meet the staff that probably makes the decision to refer anyway.
7. Keep clients in the loop. If it does not offend ethic rules make sure you keep the referral source appraised of the case or client they referred to you. I do this by using Basecamp. you can keep things private that you need to keep private, but it will automatically send the referral source a copy of the pleadings filed and other notes.
8. Show interest in your referral source. Find a copy of an article in something in which the referral source is interested, make a copy and send it to them with a personal note. If the article is online send the person an email with link.
9. Coffee anyone. Give your referral source a call. Tell them you will be in their area and would
like to get together for coffee. This provides a great opportunity to talk with your referral source in a more informal and relaxed setting.
10. Pick up the phone. Just call some of your referral sources for no particular reason at all. I sometimes start out with "how's everything in beautiful Tyler, Texas", or wherever they are located. I then say, "I have not talked to you in a while and just wanted to see how things are going".
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