Why Every Lawyer Can (and Should) Build a Referral Business

Click above to watch the podcast on YouTube, or click here to listen on Apple Podcasts.

Why should every lawyer build a referral-based business?

Delisi Friday, founder of First Call Friday and a leading legal marketing strategist, opens the very first episode of From Coffee to Cases with a powerful message: every lawyer can—and should—build a thriving referral-based business. With two decades in the legal industry, Delisi has advised seven-, eight-, and nine-figure law firms on how to grow intentionally through referral marketing. She shares why this approach not only stabilizes a firm’s growth but also creates long-term sustainability beyond the unpredictable nature of paid ads and SEO.

Delisi’s journey into legal marketing was rooted in her upbringing. She was born the very day her father became a trial lawyer, worked in his law firm since the age of 15, and grew up surrounded by the legal world. While she initially envisioned joining her father in the courtroom, her passion for marketing led her down a different path. She worked within law firms for years, helping one grow from seven to eight figures purely through business-to-business marketing. Later, she became Chief of Staff to RJon Robins, attorney, 8-figure serial entrepreneur, and the founder of How to Manage a Small Law Firm, where she learned the deeper business strategies behind running highly profitable law firms and businesses.

Through these experiences, she discovered her true passion: helping small to mid-size law firms leverage referral marketing as a powerful, low-cost strategy to grow their client base.

Why does referral marketing outperform paid ads and SEO?

Delisi emphasizes that while digital marketing—such as paid ads and SEO—can bring results, they are inherently inconsistent and unpredictable. Cost-per-click fluctuates, conversion rates vary, and algorithm changes can derail even the best campaigns. Referral marketing, on the other hand, is built on relationships. It costs little to nothing and, when done intentionally, it can generate steady cases to help when digital marketing takes a dip. Delisi doesn’t recommend a law firm end digital marketing entirely, she recommends using referral marketing in combination with digital marketing.

Paid ads are transactional; referrals are relational. By building strong referral relationships with other lawyers, firms create a network to not only bring in new cases but also build credibility and trust within the legal community.

What mindset shift do lawyers need for successful referrals?

Many attorneys hesitate to embrace referral marketing because they view it as “helping the competition” or fear losing potential business. Delisi challenges this closed mindset and urges lawyers to adopt an abundance mentality.

Successful lawyers who scale to eight and nine figures don’t operate with a scarcity mindset. Instead, they recognize by collaborating with other attorneys, they can serve more clients, share resources, and ultimately create a larger impact.

Building a referral network doesn’t mean losing business—it means creating opportunities. It’s about seeing fellow lawyers as professional peers rather than competitors, and understanding mutual support leads to long-term success.

What’s the biggest myth lawyers believe about referral marketing?

One of the most common myths Delisi hears from lawyers is, “I don’t need referral marketing because what I’m doing now is working.”

While it’s great when existing marketing channels are producing results, the reality is nothing lasts forever. Markets change, advertising costs rise, algorithms shift, and leads slow down. Many lawyers call her in panic when their phone stops ringing and their cases decline. By this point, it’s often too late to start building referral relationships from scratch.

Delisi urges lawyers to see referral marketing as a safety net—a foundation to support the firm when other marketing channels fluctuate.

What’s the difference between passive and active referrals?

Some lawyers passively hope referrals will come their way simply because they do good work. While quality service is essential, it isn’t enough. Active referral marketing requires a clear strategy and consistent implementation.

A simple plan might include monthly check-ins with referral partners, personalized birthday or thank-you cards, and occasional small gestures of appreciation. It’s not about spending a fortune—it’s about staying visible and top of mind with the people who are most likely to send you cases. This can be done with attorneys and very successfully with previous clients. Previous clients can be a law firm's biggest champions and their best referrals.

How can rejected cases become referral opportunities?

Delisi shares one easy, actionable step every lawyer can take immediately: turn rejected cases into referral opportunities.

Every law firm receives calls from potential clients who don’t fit their practice area or case acceptance criteria. Instead of ending the conversation there, attorneys can introduce the caller to a trusted lawyer who handles those types of cases. Not only does this help the client, but it also creates goodwill with the receiving lawyer.

The receiving lawyer can then return the favor with a referral. This simple practice transforms rejected cases into valuable relationship-building moments which can grow a referral network organically.

It’s also a great way for law firms to turn rejected leads they paid for with digital ads into an expansion of their referral network. You already paid the money for the lead, why not use it further to create referral relationships?

Can you build a referral network without networking events?

Many lawyers—especially introverts—assume referral marketing means endless networking events. Delisi reassures them this isn’t the case.

Introverts can thrive in referral marketing through one-on-one relationship building. Sending a handwritten note, sharing a helpful article, or having a short coffee meeting can be just as effective as large events.

Referral marketing isn’t about working a crowded room—it’s about building genuine, trust-based connections with a few key attorneys over time.

How can new law firm owners succeed with referral marketing?

Interestingly, some of the most successful referral marketers Delisi works with are new law firm owners. These attorneys often don’t have big advertising budgets, so they rely on strategic relationships to grow their client base.

By identifying their ideal referral partners, creating a simple outreach plan, and consistently following through, they’re able to quickly build a steady pipeline of cases without spending tens of thousands of dollars on traditional marketing.

What’s the final takeaway about referral-based business growth?

Delisi concludes the episode by reminding lawyers referral marketing is about relationships, not transactions. Just like dating, it takes time to build trust before making a big commitment. You wouldn’t propose marriage on the first date, and you shouldn’t expect immediate referrals without first creating a genuine connection.

Even for introverts, referral marketing is accessible, authentic, and highly effective. It’s one of the most stable ways to grow a law firm—and unlike paid ads or SEO, it can’t be taken away by an algorithm update.

Lawyers don’t need a Super Bowl ad to grow their firm—they need a system, a strategy, and a willingness to show up for their network.