How to Turn One Client Matter Into 3 or 4!

When I’m working with clients, I treat their marketing dollars as if they were my own. I’m always on the hunt for ways to stretch and maximize every single penny. Many attorneys think that means begging for referrals, but in estate planning, the warm (and free!) leads are often right in front of you, waiting to be tapped.

Here’s the simple truth:
When a client comes in, they’re often part of a multi-generational family already thinking about planning. Instead of chasing referrals, you can actively engage these connected family members to build deeper, lasting relationships.

Here are three straightforward strategies to do just that:

  1. Hold Family Meetings
    Do not limit your conversation to just the client. Invite their adult children or other key family members to join the discussion. This is not merely about explaining a will – it is about sparking a conversation on planning that benefits the entire family and positions you as their trusted family lawyer.
  2. Host Trustee Workshops
    Consider those successor trustees and executors named in your client’s documents. They are more than just names on paper; they are potential clients. Hosting a workshop on their roles and responsibilities naturally opens up discussions about their own planning needs.
  3. Focus on the Sandwich Generation
    Think about those juggling the care of aging parents and raising kids. They are making critical decisions – from healthcare to guardianship. By addressing their unique challenges, you can offer comprehensive planning that eases their burdens and grows your practice.

By maximizing the opportunities within each client matter, you turn one case into multiple opportunities without awkwardly asking for referrals. You have already earned your client’s trust – now it is time to extend that trust and value to their entire family.