How to Build a High-Performing Referral Strategy

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Too many law firms treat referrals like a bonus. An unexpected check. A favor from a friend. A name passed along with fingers crossed.

However, that approach is both lazy and expensive.

When handled correctly, referrals are one of the most cost-effective and scalable revenue streams a law firm can build.

The problem is, most firms aren’t building anything. They’re hoping.

In this episode of The Intake Playbook Podcast, Gary Falkowitz breaks down what it looks like to treat referrals like a true business channel—with standards, process, and performance.

The Referral Mistake Most Firms Make

A client comes in through another firm. Your team says thank you, maybe shoots off an email, and assumes the case is solid.

But here’s what really happens:

🔹 The client feels dropped between firms
🔹 The referral partner assumes your team is following up
🔹 No one checks back in
🔹 And before long, the client hires someone else

That lead didn’t fail because they weren’t a good fit.

It failed because the referral process was weak.

What a Real Referral System Looks Like

Referrals should be managed like internal operations—with the same attention and expectations you’d apply to your own staff.

Here’s what that looks like:

🔹 Warm transfers only. If the referral partner isn’t calling with the client already on the line, it’s not a real referral.
🔹 Follow-up from both sides. Your team should follow up with the client and with the partner—yes, both.
🔹 Keep the client warm. Even if you refer them out, stay in touch. Ask if they were taken care of. That keeps you top of mind.
🔹 Set expectations. Treat your referral partners like strategic allies—not random sources.

Why This Matters

Referrals feel passive. But the truth is, they require just as much attention as any other part of your intake and conversion process.

If you don’t manage them, you’ll lose them.

And worse—you’ll damage relationships with both the potential client and the law firm partner.

Final Word

A good referral system isn’t built on goodwill. It’s built on partnership, accountability, and process.

🎥 Listen to the full episode above.