Over the last several years, community- and family-based referrals have been on the rise for law firms, especially since the COVID-19 pandemic made certain that everyone was hanging close to home from 2019-2022. That change in the nature of referrals, however, is likely to stick, as the pandemic only tightened local, social ties – and, even as everyone begins to explore the wider world again, community ties remain hyper-relevant to law firms, especially, since they are by definition local businesses, given jurisdictional requirements.
This can be a boon for lawyers, since so many attorneys are involved with civic organizations. Lots of lawyers around the country are on chambers of commerce, attend rotary club meetings, serve on school boards, coach little league, and the like. So, there are ample opportunities to get around potential local referral sources.
But, most of them screw it up. And, the reason for that is so simple and obvious, that you’re gonna kick yourself when you hear it . . .
Those lawyers who don’t effectively leverage local referrals, don’t talk often enough about what they do. Some never mention it at all.
This is of a piece with the whole – ‘if you want referrals, ask for them!’ thing – and, the remedy is just as simple here, too. If you want more local referrals, keep reminding people that you’re an attorney, and of the practice area you focus on.
It’s just that easy.
