For elder law and estate planning attorneys, referrals are the lifeblood of a thriving practice. While online marketing and social media outreach are important, nothing builds credibility and trust like speaking directly to referral sources—financial advisors, CPAs, healthcare professionals, and community organizations.
WealthCounsel emphasizes that when attorneys learn to speak with purpose, they can transform casual presentations into referral-generating opportunities. Here's how you can do the same.
1. Know Your Audience
Not every referral source cares about the same issues. A room of financial advisors may want to know how trusts reduce estate tax exposure, while a group of social workers may be more concerned about Medicaid eligibility and elder care transitions.
Tip: Research the audience in advance. Tailor your examples and stories to what they encounter daily. This ensures your talk resonates and feels relevant.
2. Lead with Value, Not a Sales Pitch
Your goal isn't to "sell" your services—it's to provide education and demonstrate expertise. The more you position yourself as a trusted resource, the more naturally referrals will flow.
- Share a recent case study (with client details anonymized).
- Offer practical tips they can use immediately with their own clients or patients.
- Explain "what's new" in the law that could affect seniors, families, or estates.
This builds authority and makes you memorable long after the presentation ends.
3. Craft a Clear Call to Action
One of the most common mistakes attorneys make when speaking to referral sources is forgetting to include a call to action. A great presentation may impress, but without telling your audience how to take the next step, the connection ends there.
Examples of effective CTAs:
- "If you know a family struggling with Medicaid spend-down, I'd be happy to be a resource."
- "Here's my card—if a client ever asks about probate avoidance, call me before they make a move."
- "Let's schedule a 15-minute follow-up to talk about how our practices overlap."
The clearer and more specific you are, the easier it is for referral partners to act.
4. Anticipate and Address Questions
Referral sources often hesitate to send clients your way if they're unsure about what you do or how you work. By anticipating their questions during your talk, you remove barriers.
Some common concerns to address:
Cost: "Most of my clients are surprised at how affordable planning can be compared to the cost of doing nothing."
Scope: "I focus exclusively on elder law and estate planning, so I'm not competing with your services."
Process: "Here's what happens when you refer a client to me—step by step."
Transparency builds confidence, and confidence leads to referrals.
5. Use Stories to Make It Stick
Statistics and statutes are important, but stories are what people remember. Share anonymized anecdotes of families who avoided disaster because they had the right plan—or those who struggled because they didn't.
For example:
- "A client's daughter avoided a year-long guardianship battle because we had powers of attorney in place."
- "One family saved their home from being lost to nursing home costs by creating a Medicaid Asset Protection Trust at the right time."
Stories make your expertise tangible and relatable.
6. Follow Up and Stay Visible
The presentation is just the beginning. To maximize referrals:
- Send a thank-you email with key takeaways from your talk.
- Share an article or checklist that reinforces your points.
- Connect on LinkedIn and engage with their posts.
- Consider hosting quarterly "lunch-and-learn" sessions.
Consistency is what transforms a one-time impression into an ongoing referral relationship.
Final Thoughts
Strategic speaking is more than public relations—it's business development for elder law and estate planning attorneys. By knowing your audience, offering real value, making a clear ask, and following up, you can build a strong referral pipeline that fuels sustainable practice growth.
Remember: Every presentation is a chance to demonstrate not just what you know, but how much you care about helping seniors and families navigate life's toughest transitions.
Ready to build stronger referral relationships and grow your practice? At Elder & Estate, we understand the importance of professional networks in serving families effectively. Contact us today to learn how we can support your clients' estate planning needs.
Explore our comprehensive estate planning services and see how we help families prepare for the future with confidence and clarity.
