121: Secrets of High-Converting Law Firms: Proven Intake Strategies with Attorney Ben Leader, Chad Kerby, and Adam Reiman

Ten Golden Rules Internet Marketing for Law Firms Podcast

For our latest webinar I hosted an incredible panel of experts—Ben Leader, Adam Reiman, Chad Kerby, and Gary Musler —where we uncovered game-changing intake strategies that can revolutionize law firm conversion and client acquisition. From optimizing response times to implementing effective lead tracking and follow-up systems, we explored how firms can boost their conversions without increasing marketing spend.

Ben shared his firm’s transformation journey, tripling case sign-ups by focusing on intake efficiency, while Adam and Chad provided actionable insights on leveraging technology, audits, and training for intake teams.

One standout theme was the importance of treating intake as a sales department rather than an afterthought. We discussed how tools like CRM systems, intake audits, and strategic follow-up practices can eliminate friction in the client onboarding process. If you're serious about scaling your practice and maximizing your marketing ROI, this episode is packed with strategies to streamline intake processes and secure more clients.

Key Topics

• 01:45 - Introduction of the panelists: Ben Leader, Chad Kerby, and Adam Ryman, and provides a brief background on each of them.
• 07:20 Ben Leader, a managing partner at Elrod Pope, shares his firm's growth from 165 cases in 2021 to 512 cases in 2023 by focusing on intake and conversion rates.
• 09:02 His firm missed 18% of incoming calls, which cost them thousands of dollars, and how they improved their intake process to increase signed cases by over 200%.
• 11:35 Reallocating funds from marketing to build an intake team boosting cases from 165 to 512 in two years, with 600 projected this year despite growing competition.
• 12:51 Six key take aways that helped fuel 200% growth.
• 15:49 The importance of viewing intake as a key pillar of the firm and investing in an intake team and software.
• 16:31 The importance of investing in an intake team and intake software, and the need to track marketing data accurately.
• 18:34 Transforming the intake process by implementing Lead Docket and hiring a dedicated intake manager, enabling us to track marketing data and make informed decisions for the first time.
• 21:00 The importance of having an intake audit done to identify friction areas and improve the intake process.
• 24:04 The benefits of working with an intake optimization company, such as Legal Intake Pros, to train staff, create manuals, and track marketing data.
• 27:31 The importance of minimizing paralegal and attorney involvement in the intake process to avoid delays and missed opportunities.
• 30:33 His firm incentivizes their intake team with performance-based incentives, which has led to increased conversion rates and revenue.
• 32:58 The importance of listening to phone calls and using tools like Google LSA and CallRail to monitor and improve call quality.
• 34:50 Eliminating bias and treating intake as the foundation of your firm's success transforms it from an afterthought into a powerful, cost-effective driver of growth and scalability.
• 39:49 Breakdown on call audits - Regular coaching, call monitoring, and detailed scorecards ensure our intake team stays empathetic and effective, driving continuous improvement in client interactions.
• 41:34 Chad Kerby introduces himself and his company, Scalable, which provides sales training and process improvement for law firms.
• 43:28 A case study where he secret shopped 30 law firms and found significant friction in their intake processes.
• 46:42 The importance of tracking key performance indicators (KPIs) such as lead conversion rate, average response time, follow-up rate, appointment scheduling rate, and cost per lead conversion.
• 47:23 Focusing on reducing intake friction and investing in strategic intake improvements over marketing can significantly boost client acquisition and long-term firm success.
• 50:57 The importance of having a strategic approach to intake and following up with leads consistently and effectively. Provide them with something of value.
• 1:03:31 Adam Reiman introduces himself and his role at Legal Soft, where he helps law firms improve their intake processes with virtual assistants.
• 1:07:42 His experience of working with over 200 law firms and secret shopping over 3000 law firms.
• 1:08:37 The importance of having a CRM system and using it consistently to track leads and follow-up activities.
• 1:10:59 The five-stage funnel of lead conversion and the critical stages that occur before a lead becomes a client.
• 1:12:11 The importance of having a methodology for follow-up and consistently pursuing leads until they either buy, die, or unsubscribe.
• 1:15:22 Have a sense of urgency with leads and to follow up quickly to avoid losing potential clients.
• 1:18:44 Claims that apply his coaching strategies can improve conversion rates by 128% without additional marketing expenses.
• 1:20:00 His team has secret shopped over 3000 law firms, with most scoring between 30 and 40 out of 100.
• 1:23:42 The issue of paralegals being overwhelmed with new client intake, leading to rejection of potential cases.
• 1:25:43 The benefits of having dedicated intake specialists who focus solely on their role, improving their skills through daily practice.
• 1:27:15 Highlights the high burnout rate among paralegals and attorneys handling intake, making it essential to have a specialized team.
• 1:28:31 The 3-2-1 format, where firms call, text, and call again for three days, then call and text for two days, and finally call every day until the lead responds.
• 1:30:20 Identifying success with video messages and tailored follow-up messages, emphasizing the importance of timing and content.

Resources Mentioned

Books

• Traction
• Fireproof

Software & Tools

• Lead Docket
• Filevine
• CallRai
• Scalable
• Legal Intake Pros

About Ben Leader:

Ben Leader, Managing Partner at Elrod Pope Accident & Injury Attorneys - Ben is a second-generation attorney who oversees Elrod Pope’s Intake and Marketing departments. Under his leadership, the firm has doubled its conversion rates and successfully resolved over 750 cases. His strategic approach to intake has revolutionized how his firm converts potential clients into success stories.

About Adam Reiman:

Adam Reiman, Director of Law Firm Growth at Legal Soft - Adam Reiman has trained thousands of law firms across North America in growth and scalability. His “Legal Mastermind” sessions have become essential learning opportunities for forward-thinking firms, and his innovative strategies help create consistent client journeys that drive unprecedented growth.

About Chad Kerby:

Chad Kerby, Co-Founder at ScaLawble.ai - Chad is a business strategist specializing in revenue growth for law firms. His innovative methods have empowered numerous legal professionals to implement systems that enhance their sales skills and achieve predictable revenue growth. Chad's expertise in building accountability and delivering effective client presentations has transformed how firms approach their intake process.

About Jay Berkowitz:

Jay Berkowitz is a digital marketing strategist with decades of experience in the industry. As the CEO of Ten Golden Rules, he has helped countless law firms and businesses harness the power of the internet to achieve remarkable growth and visibility. Jay is also a renowned keynote speaker and author, sharing his expertise at various industry events and publications worldwide.

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