With any attorney taking on an added volume of estate planning inquires or “leads” it can take time to gain momentum with closing, responding to leads, and adjusting and evaluating your process. That’s just a simple fact. The added volume of leads is a byproduct of what occurs after an attorney or law firm begins work with a lead generation company. For a complete and thorough understanding of what this is read: What Is A Lead Generation Company And How To Work With Them
For the purpose of this blog, let’s say your attorney lead generation company has set up (1) the landing webpage, (2) the ads, (3) delivery of leads and (4) a lead tracking sheet.
The four structured bullet points I share today will set your law firm up for success, and help you to produce the outcome you want with your lead generation company. Treat these like your bible. For without grasping the complete understanding of the importance of each you could end up jumping from one attorney marketing company to the next, and the one after that.
1) Maintain a lead tracking sheet
It may be helpful to you and your lead generation company to fill out your lead tracking sheet with detailed feedback on every lead that comes through, how it went, what they needed, etc. Understanding the types of leads that are converting currently is helpful feedback on any campaign. If your lead generation company is any good, your answers here will be helpful in the event your need to pivot your campaign. Maintaining the lead tracking sheet is helpful because you will know who you need to follow up with.
2) Devise a plan for answering and responding to leads
Devise a plan for making certain you increase the percentage of calls you are able to answer. Set a goal and hold yourself accountable. Notate in your lead tracking sheet whether you answered the lead when they first contacted you, how long it took you to respond and begin to identify trends you see. Maybe you won’t see any trends at first, but over time it may become black and white what you need to do or how you need to adjust to what you’re doing to close more sales and positively influence your bottom line.
Remember, first impressions matter! Make sure you answer the phone when your prospect calls. You might get a different person on the phone when you pick up right away than the person who answers the phone when you call them back a day later. Worse, they may have even contacted another attorney who answered their phone right away and hired them instead. But I digress, as I said before be on the safe side and answer your phone when a lead calls.
3) Know what your business model requires of you
In 2021 many attorneys are shifting their business to be a fully remote business. If you start working with a lead generation company and you have little to no experience with running a fully remote business then you should approach that relationship from a humble place. Your lead generation company’s role is not to help you develop your business plan or refine your sales process. Don’t get frustrated with your lead generation company because you aren’t closing the leads they’re bringing you. If you are taking detailed notes on every lead in a lead tracking sheet and communicating how it’s going your lead generation company should respond by doing whatever it takes to refine your campaign and make it successful for you.
4) Be patient with yourself
You’re going to learn a lot especially in the first couple months working with your lead generation company. You will soon learn what it’s like managing an influx of day to day business in combination with your leads you’re already working to follow up with. This adjustment will take some getting used to, so be patient.
Finding the right lead generation company for your estate planning practice
As you can gather from the blog today knowing the line of responsibility you carry when working with a lead generation company is of utmost importance in order to form a long lasting relationship. That is of course our goal with every attorney we work with. I hope this blog was helpful and will pay you dividends for years to come. If this information was useful, forward it along to a friend then book a call with me using the ‘Schedule Now’ button below. I look forward to connecting.
? Onward and ? Upward,
Heath Rost
Founder, Estate Planning Lead Pros
