The Power of Regular Check-Ins for Referral Marketing

Growing a law firm through referrals doesn’t happen by accident—it requires intention, consistency, and genuine connection. Attorney referral marketing strategist Delisi Friday, founder of First Call Friday, believes one of the most effective ways lawyers can strengthen referral relationships is through regular check-ins. While simple in theory, check-ins are often overlooked, yet they are one of the strongest systems for generating steady, high-quality cases.

Why are check-ins the secret weapon of referral marketing?

In the world of referral marketing, staying “top of mind” is everything. As soon as referral partners forget about an attorney, the likelihood of receiving new cases drops. Delisi Friday emphasizes that consistent check-ins keep relationships alive, maintain visibility, and remind colleagues why they should continue sending cases your way. Without this regular touchpoint, attorneys risk being overlooked in favor of others who stay more present.

What are different ways lawyers can check in?

Check-ins don’t have to be complicated or time-consuming. According to Delisi Friday, attorneys can choose from many approaches depending on their style, comfort, and resources. A check-in might take the form of:

• A quick phone call

• An email or text message

• A handwritten note or card

• An in-person coffee or lunch

• A thoughtful gift

• Sharing an article, podcast episode, or resource

The key is to choose methods that feel authentic and sustainable. Friday even offers a resource with 50 specific examples of check-in strategies, showing attorneys just how many creative ways there are to stay connected.

How often should attorneys follow up with referral partners?

The frequency of follow-ups depends on the type of referral relationship. If a lawyer simply refers cases out without joint responsibility, checking in every 45 to 60 days is usually sufficient. But for partnerships where both attorneys share responsibility—such as in many personal injury cases—more frequent communication is necessary.

Delisi Friday recommends every 30 to 45 days in those cases. This ensures attorneys stay aligned on strategy and maintain strong, ongoing collaboration. Regular communication not only supports the outcome of the case but also strengthens trust, which often leads to even more referrals.

How can attorneys stay organized with follow-ups?

For busy lawyers, remembering to check in can be difficult without a system. Friday insists that if it’s not on the calendar, it won’t happen. She encourages attorneys to block out recurring time for follow-ups and to record important personal dates about referral partners—such as birthdays, firm anniversaries, or professional milestones.

By calendaring these reminders, attorneys can transform check-ins from sporadic tasks into consistent habits. This proactive approach prevents relationships from fading and ensures outreach feels intentional rather than rushed.

What conversation starters add value during check-ins?

Many attorneys hesitate to check in because they worry about “bugging” their contacts. Delisi Friday argues this fear only arises when outreach is shallow or transactional. Instead, she advises making check-ins about adding value and building deeper connections.

Examples include:

• Asking whether a colleague is attending an upcoming conference

• Sharing key takeaways after attending an industry event

• Recommending a podcast or resource that may benefit the referral partner

• Making introductions to trusted vendors or experts who could support their cases

• Inviting a partner to join a strategy session on a major case

When framed as opportunities to connect, learn, or collaborate, check-ins become meaningful touchpoints instead of unwanted solicitations.

Can check-ins be delegated?

While personal communication has the greatest impact, Delisi Friday notes that parts of the process can be delegated to staff or executive assistants. Team members can manage calendars, prepare gifts, or send follow-up emails based on templates provided by the attorney.

However, Friday stresses that attorneys should remain personally engaged with their most important referral partners. A balance of delegation and personal touch ensures efficiency without sacrificing authenticity.

Why do check-ins work? A real-world success story

Friday recalls working with a personal injury firm to build a structured follow-up process. The firm began checking in with referral partners every 30 days, using a consistent set of questions. During one of these calls, a partner had no updates to share. Less than 24 hours later, that same partner called back with a major trucking case—simply because the firm had checked in the day before.

This story highlights the power of staying present. While not every follow-up produces immediate results, consistent check-ins dramatically increase the odds of receiving referrals at the right moment.

What tools can support attorney check-ins?

Beyond digital calendars, Delisi Friday recommends tools that make outreach personal and memorable. One favorite is Handwrytten, a service that uses robotic technology with real pens to create authentic-looking handwritten cards. Attorneys can upload their own handwriting style, automate messages, and delegate the task to staff while still delivering the impact of a personal note.

Handwritten cards stand out in today’s digital world, creating a lasting impression that email rarely achieves. For Friday, these small gestures can transform an ordinary check-in into a powerful relationship-building tool.

Final Thoughts

Check-ins may seem simple, but when used consistently, they are one of the most effective referral marketing systems available to attorneys. By staying top of mind, adding value, and nurturing relationships beyond the transactional, lawyers can create a steady pipeline of cases built on trust and connection.

Delisi Friday continues to teach attorneys nationwide how to strengthen referral relationships through intentional, authentic systems. For access to her list of 50 check-in strategies and more resources, visit firstcallfriday.com.