How to Generate Referrals as a Young Lawyer

FOR YOUR PRACTICE | BUILDING YOUR BRAND

How to Generate Referrals as a Young Lawyer (Even If You Aren’t a Partner)

BY BRIAN GLASS, ESQ.

38

MSBA.ORG | VOLUME 7 ISSUE 1

As a young lawyer, you’ve no doubt been told that referrals are the lifeblood of a thriving practice. But if you’re not a partner and don’t have your name on the door, how do you start building a referral network that feeds you high-quality cases?

The wrong answer: “Do good work, and more work will come.” Good work is necessary, but it isn’t sufficient.

If you want to generate referrals and make it rain (even as an associate), you must do three things: Be useful, be visible, and be memorable.

Play the Long Game with Relationships Referrals don’t come from transactional interactions; they come from real relationships. You don’t have to have your name on the door to start building a network of people who think of you first when a legal issue arises.

Start with your current circle—law school classmates, bar association contacts, and even non-lawyer friends and family. They may not need a lawyer now, but when they do (or when someone they know does), you want to be top of mind. Be the person who provides value without expecting an immediate return. Introduce colleagues to each other, share useful legal insights, and follow up authentically after networking events.

The more you help people without an expectation, the more they will remember you when the right opportunity arises. The goal is not to ask for referrals directly but to become someone others naturally think of when a legal need emerges.

Become Known for Something One of the biggest mistakes young lawyers make is trying to be everything to everyone. Specialization creates memorability. If people know exactly what you do, they can refer cases to you with confidence.

Rather than being a general personal injury lawyer, can you become "the go-to person for motorcycle accidents" in your community? There are lawyers in my market who I know as the Airport Injury Lawyer (Doug Landau), the Dental Malpractice Lawyer (Michelle Bartoli Cain), and the FTCA Med/Mal Guy (Brewster Rawls). I promise you that I am not the only one in Virginia who recognizes them by their niche.

Can you be the associate at your firm known for handling a specific type of contract dispute? The more narrowly you can describe your expertise, the easier it is for others to remember and recommend you.

Sharing what you know reinforces this expertise. Write short LinkedIn posts, contribute to bar association newsletters, or give mini-presentations at local events.

Even if you’re early in your career, positioning yourself

as an educator builds credibility. And don’t forget the power of storytelling—sharing your own journey into the law and what drives your passion for a specific practice area makes you more relatable and trustworthy.

Leverage the Power of Social Proof Referrals thrive on trust, and nothing builds trust like social proof. Testimonials, case studies, and third-party endorsements create credibility and make it easier for people to refer you with confidence. You can also leverage the bar association newsletter and presentations from the last paragraph by sharing them on social media.

Even when you are not the lead attorney on a case, ask for testimonials from colleagues, mentors, or senior attorneys who can vouch for your work (do ask the lead lawyer first, though). Share success stories (while maintaining client confidentiality by changing a few key details) on social media to highlight your skills and build credibility. A wellplaced LinkedIn post showcasing a case you helped win or a problem you solved can go a long way in establishing trust with potential referrers.

Lastly, get involved in referral networks or build your own.

Many young lawyers overlook the power of structured networking groups where referrals are actively exchanged.

By showing up consistently and contributing value, you establish yourself as someone worth referring.

You Don’t Need a Big Title—Just a Big Reputation Referrals aren’t just for partners or firm owners. As a young lawyer, you have the opportunity to build a name for yourself early. The key is to show up, add value, and make it easy for others to refer business your way. Play the long game, specialize, and build genuine relationships, and you’ll set yourself up for a thriving practice—whether you’re a solo lawyer or an associate at a larger firm.

There is no greater job security for young lawyers than the ability to generate business. In tough economic times, the lawyers who can’t do this get let go. Plus, your ability to create a personal brand and attract clients offers you the flexibility later in life to start your own firm or leave without fear that you will starve. __________ Brian Glass is a personal injury lawyer, entrepreneur, and president of Great Legal Marketing, where he helps solo and small firm attorneys build profitable, client-centered practices. He also hosts the Life Beyond the Briefs podcast and is the author of Renegade Lawyer Marketing, a guide for lawyers looking to scale their firms on their own terms.

Connect with Brian on LinkedIn for more insights on business development and law firm growth.

MARYLAND BAR JOURNAL | VOLUME 7 ISSUE 1

39