Are you pouring marketing dollars into a leaky bucket? That's exactly what's happening at law firms with broken intake systems. As a personal injury attorney who has quadrupled my firm's revenue in just four years, I can tell you with absolute certainty: fix your phones before spending another penny on marketing.
In this eye-opening episode, I share the shocking story of how we fired our answering service within just 48 hours of hiring them—after they cost us $18,000 in potential revenue from a single mishandled call. When a potential client phoned at 10:05 PM explicitly asking to schedule a consultation, the answering service operator ignored her request for ten minutes until she hung up in frustration. With our average fee value of $18,000 per case, that single botched interaction was extraordinarily expensive.
The problem extends beyond answering services. Many firms create unnecessary barriers between themselves and ready-to-hire clients. Your staff must fundamentally believe that hiring your firm is the best possible outcome for someone with a legal problem. As I tell my team: "Nobody calls a plumber asking how to fix a toilet—they want the plumber to solve their problem." When potential clients reach out, they're raising their hand for professional help, not a DIY tutorial.
I share the simple but powerful phrase that transformed our intake process: "You sound like you need a lawyer, and I can help you." This straightforward approach helped us recover 25 cases (worth approximately half a million dollars) just by calling back people who had previously reached out but never signed with us or explicitly declined our services.
Before investing in more lead generation, ensure you have a clearly defined "deal box" of case criteria, staff who believe in your services, and an intake process that facilitates—rather than obstructs—the path to becoming your client. Your potential revenue is already calling; are you ready to answer?

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Brian Glass is a nationally recognized personal injury lawyer in Fairfax, Virginia. He is passionate about living a life of his own design and looking for answers to solutions outside of the legal field. This podcast is his effort to share that passion with others.
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