A great lawyer network includes other lawyers, but that’s not all

Anytime you find your law firm in a sluggish phase, expanding your lawyer network should rank as a top business development priority. Cultivating a lawyer referral pipeline means you can focus less on advertising and marketing.

So, who should be in your referral network? Start with these five types and build from there:

1) Collaborator

For independent lawyers, the ideal collaborator is a lawyer in a different practice area that complements your offerings. This person can refer business to you or work with you to land bigger cases and clients by rounding out your capabilities.

2) Complement

This person should work in a field that complements your practice area. If you work in real estate law, for example, a high-powered realtor or commercial real estate broker might top this list.

This writer explains:

“Generating referral leads through strategic partnerships is especially useful when businesses are complementary. For instance, if you are a website developer, partner with commercial photographers and videographers to pass leads back and forth since many aspects of a client’s project may overlap.

It’s common to see strategic partnerships in real estate, where groups are formed between a real estate agent, mortgage broker, title company, and insurance agent since all of their services are needed to close a real estate transaction. Though it makes sense to form these arrangements in complementary businesses, you can do it with anyone in a less formal way.”

Think about the full set of services your ideal client might need as they navigate their case or business. You will fulfill the legal services, but what other experts would help them succeed? Your answers will help you identify the people you should meet.

3) Connector

You likely already know a connector type. Remember that friend in college who knew everyone, regardless of major, and had invites to all the best parties? You need to know the professional version of that person.

If you don’t have a connector in your existing network, ask around or pay attention to LinkedIn. Who is the one chiming in on every conversation and helping others connect dots across industries and topics? This person can help you instantly expand your influence and reach through their vast network across industries.

4) Community leader

Similar to a connector, this person has high visibility in your local area. However, this individual takes on more of a thought leader or social impact role than a connector.

A respected community leader’s words carry weight. People in their network trust their opinion, and a referral from this person will instill confidence in you and your services.

In addition, you can learn a lot from this person on what it means to innovate, integrate disparate ideas and how to inspire others. Spending time with a community leader will help you better understand how to show up as a thought leader in your practice area and legal circles.

5) Cheerleader

Entrepreneurs need at least one person sincerely cheering from the sidelines. This person could be a fellow business owner, an old friend or even your partner.

Inc. Magazine calls this person a booster and counsels:

“The booster’s main purpose is to encourage you when your journey takes an unexpected detour. I wouldn’t start another business (or go a day longer into your current venture) until you find someone who will encourage you, regardless of the circumstances.”

Develop relationships to grow your network

As you grow your network, always keep in mind how you can offer help to each person you meet. With each interaction, think about how you can use your knowledge and skills to simplify others’ lives. Can you:

  • make an introduction that will help their business?
  • share your experience with a similar business problem and offer solutions?
  • serve as a sounding board?
  • suggest a podcast, book or other resource for inspiration?

Approaching your referral network with a goal of building relationships rather than winning business will help develop an air of trust. Reciprocity is key.

Looking for a way to expand your network in an authentic way? Reach out to us to learn more about our collaborative office communities for lawyers in Denver and Las Vegas. By choosing coworking or flexible office space in our locations, you will connect with likeminded peers in various practice areas.