Lead generation is usually the single most expensive part of marketing. It costs money to get your law firm in front of enough eyeballs to generate prospects. Part of the challenge (at least if you represent consumers) is getting in front of the prospect at exactly the right time. Maybe you have a personal injury practice where you spend thousands of dollars on radio, television and billboard advertisements. You might reach thousands of people with your message every day, but unless the timing is right, you won’t see a single prospect come through the door. If you are consistent with your message and your brand is memorable, then repetition will help with top of mind awareness. But top of mind awareness isn’t really what you’re after, is it? You’re after new clients.
If you run a tight ship, you’ll be able to look at each advertising strategy you use and see what’s working and what isn’t. You will be able to tell how many prospects came to your office from the radio ad versus the billboard. You’ll know the average cost of acquisition and lifetime value of each new client. You’ll be able to drill down to a clear ROI for each advertising strategy. This is the information you need to make informed decisions. And it will help you decide if buying lawyer leads is right for you.
Generating Lawyer Leads
Advertising is a means to an end. Lawyer leads are really what you’re after, whether you generate them yourself or purchase them from a service provider like Attorney Boost.
When you generate your own lawyer leads, you do so through a variety of different methods. You also incur the advertising costs and the risk of failure.
When you buy lawyer leads, on the other hand, you let your lead provider incur the marketing costs and the risk of failure. You buy the results. That’s what you’re after, right?
Lawyer Leads and Expectations
The most important thing to keep in mind when you buy lawyer leads is that you still have to convert the lead to a client. A good service provider will give you leads that are interested in the service you provide, but it’s up to you to close the deal.
If you want add new clients, be good at converting prospects to clients. Have a plan and follow it. Here are a few quick tips about converting leads to clients (and this is just scratching the surface):
- Be fast! The faster you respect to a lead, the more likely you are to convert. And we’re talking minutes here, not hours.
- Be a good listener. There will be time to talk about yourself, but first you need to know what the prospect wants or needs.
- Know yourself. Know what makes you unique. Be prepared to explain why the prospect should hire you “instead of the other 200 lawyers…”
- Baby steps. You might have a few “one call closes”, but that’s the exception. Close in baby steps. In other words, the first close is to get a face to face meeting.
- Foster a relationship and follow up! Even “bad” leads can turn into clients eventually. You paid for a lead, so you might as well use it. There are numerous ways to follow up. As long as you genuinely care about the prospect, your follow ups will be meaningful and appreciated.
- Understand that you will not close every lead (or even most leads). You don’t close everyone who calls your office. You don’t close everyone who visits your website. You don’t close everyone you meet at a networking event. So don’t expect to close every lead you buy from a service provider. Track your numbers and make sure you have a good ROI. If you are making more than you’re spending, you’re doing something right.
Lawyer Lead Providers
Not all lead providers are the same.
There are a few conscientious lead providers in the market (including Attorney Boost, this author’s employer). Good lead providers understand and respect the ethics rules that apply to attorney advertising. Good lead providers have written agreements that explain each party’s obligations. Good lead providers appreciate long-term relationships and will reward long-term loyal customers. Good lead providers focus on quality over quantity. Good lead providers make it easy to return “bogus” leads. Good lead providers answer the phones, return calls and emails and help resolve problems. Good lead providers are transparent and provide easy-to-understand reporting. Good lead providers are interested in your success as much as their own.