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How to Get More Estate Planning Clients and Get Off the Revenue Roller Coaster

Posted On: June 29, 2020

By: Jennifer Goddard

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Written by: Jennifer Goddard

Jennifer Goddard is CEO and co-founder of IMS. She has been at the helm of the agency since its start-up in 1995. Jennifer specializes in helping estate planning and elder lawyers grow 7-figure firms with digital marketing. Jennifer has a bachelor's degree in journalism from the University of Missouri-Columbia and a master's degree in business administration from Michigan State University.
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Fun riding a rollercoaster

Most of what you've learned about how to get new estate planning clients is wrong ... so wrong that you may be riding the Revenue Roller Coaster ... and thinking "this is just the way it is."

Before our clients found us, many of them were white-knuckling it through that same ride. It was feast or famine, all the way.

The feast inevitably comes with genuine overwhelm if the business isn’t scaled to handle an influx of new clients, and the famine comes with panic and a driving need to “hustle.”

For estate planning firms, this unpredictability is a never-ending spiral that leads to burnout.

But most attorneys don’t realize that. They have a belief that a natural “ebb and flow” is part of owning an estate planning law firm, and they accept it as something that “comes with the territory.”


The revenue roller coaster law firms experience has only one cause: the lack of a reliable system for getting new clients.

Most lawyers are afraid to learn a new system. Their biggest fear is that they’re going to be even more overwhelmed with technology and a learning curve. They’re intimidated by all the things they think they’ll have to do just to stand out in a saturated online market.

But contrary to their beliefs, having a system that leverages technology does not create overwhelm. In fact, a reliable online digital marketing system creates control where there was none.

Control over both revenue and time…

Control that makes it possible to let go of tasks that consume days, nights and weekends.

The truth is, most estate lawyers are so busy trying to keep their heads above water — during both feast and famine periods — that they don’t have time to try anything different.

But the CEO of a company shouldn’t be bogged down trying to get new clients during slow periods — or getting overwhelmed when revenue is high.

Let’s face it: when you don’t have control over your revenue, you have no power. You lack the ability to scale your business and you can’t plan for the future. You’re forced to take a passive stance and rely on other people to refer clients that make or break your business.

In other words, you’re hoping to be saved…

…to meet that one person at a networking event who has all the right contacts… or find the right partnership with a loyal financial advisor who cares about your mission and purpose as much as you do.

Good luck.

The problem is, the strategies you know and understand are killing your business — and are actually the cause of unsteady revenue.

So what do you have to do to get off the revenue roller coaster? Well, we’ve found that the real power is in what you STOP doing.

Strategies that Hurt Your Business

To enjoy steady, reliable income, you MUST stop doing the following:

  • Hosting workshops
  • Calling financial advisors and begging for referrals
  • Wasting time at networking events
  • Paying an SEO company

The problem with these strategies is that they all rely on other people — and hope.

None of them put you in the driver’s seat of your business. You end up at the mercy of events beyond your control — such as the global pandemic we currently find ourselves in. Nobody’s hosting workshops right now, nor should they.

Hoping that someone else will deliver referrals to you is one the worst business strategies for growth. Word-of-mouth is always great, but relying on it destroys your ability to control your own income.

The above strategies are also very expensive. The longer it takes for any one of them to pay off, the more expensive it becomes as days and weeks pass with no revenue. The more you rely on any one of these strategies, the more unpredictable your cash flow will be.

So what works instead?

Revenue on Command

A reliable online marketing system that attracts ideal clients who are already actively searching for you is something you can count on. It’s also something you can control.

When created correctly, your digital marketing system will:

  • Attract premium, educated, wealthy and responsible clients
  • Allow you to spend less on client acquisition
  • Expand your profit margins due to lower acquisition and overhead expenses
  • Give you more time to live a full life

With that extra time will come opportunities to grow your firm, build profitable revenue, and expand your reputation and impact.

There are a lot of estate planning law firms out there. With an online system that uses your unique messaging to attract the right clients, time wasters and bargain hunters won’t find you. They’ll be busy knocking on the doors of lawyers that are scrambling to appeal to anyone during times of stalled revenue.

You’ll have the space, time, cash flow — and most importantly — the control to dream bigger.

Fortunately, you don’t have to spend years learning exactly what to do to put an online marketing system in place. We’ve got that covered. You do have to be open-minded enough to let go of old paradigms and embrace expert guidance from those who walked this path before you.

So here’s what to do now: Schedule a free breakthrough session with us. Let’s brainstorm your way off the revenue roller coaster and help you claim your power.

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Disclaimer: Growing a small law firm to six or seven figures (or more) is not easy. The journey is both challenging and exhilarating. At every step you may be tempted to quit. Those who succeed are committed, coach-able and resourceful. If that’s you, let’s talk.