The document outlines common challenges faced by law firms in managing leads and client onboarding, emphasizing the importance of understanding client sources and effective follow-up processes. Solutions are suggested for tracking leads, ensuring internal communication, and minimizing data discrepancies. The overarching goal is to help law firms improve their engagement and conversion rates to increase profitability.

1. 1. 2018 © AppFolio, Inc. Confidential.

2. 2. 2018 © AppFolio, Inc. Confidential.
Hello!
My name is Cathleen.
MyCase, Director of Product
Cathleen.Swallow@mycase.com
http://www.MyCase.com

3. 3. 2018 © AppFolio, Inc. Confidential.
I strive to
make apps
people
can love.
I’ve spent the last 10+
years working for some
of San Diego’s top tech
companies to help
deliver world-class
products for small and
medium-sized
businesses.

4. 4. 2018 © AppFolio, Inc. Confidential.
Legal Tech
Since 2015, I have been exclusively focused on
legal technology, & how it can empower law
firms to build more profitable, successful
businesses

5. 5. 2018 © AppFolio, Inc. Confidential.
Understanding
is our currency.
● What does it take to build
and run a successful
business?
● What are the challenges
that small & medium
businesses face?
● How can the teams I lead
solve these problems,
fundamentally?

6. 6. 2018 © AppFolio, Inc. Confidential.
At MyCase we apply
our experience to
deeply comprehend
how law firms
operate and, more
importantly, learn
all the in’s-and-out’s
of what makes each
firm unique.

7. 7. 2018 © AppFolio, Inc. Confidential.
Customer Listening
One of the core facets of how the teams at
MyCase build a great product is user feedback.

8. 8. 2018 © AppFolio, Inc. Confidential.
MyCase Product, design & engineering
talk to our customers on a daily basis.

9. 9. 2018 © AppFolio, Inc. Confidential.
We feel strongly that we cannot
build good products without
totally understanding the
challenges our law firms face.

10. 10. 2018 © AppFolio, Inc. Confidential.
Having
customers
come to our
office & our
team go to
theirs.
MyCase Customer Feedback Loops
In-product
feedback
regarding
specific
features.
Being able to
call and talk to
a customer
success rep.
As an organization, from top to bottom, we prioritize learning all that we
can about law firms, including the specific users and roles within each.

11. 11. 2018 © AppFolio, Inc. Confidential.
Overview
It was through talking with all these users
that it became clear there are quite a few
challenges when trying to onboard new
clients into their firm.

12. 12. 2018 © AppFolio, Inc. Confidential.
Leads: Key Challenges
Very Expensive
Time Consuming
Hard to Integrate
Law firms spend a lot of money on marketing,
but rarely have an accurate picture of how that
marketing translated into new business.
Many firms spent an hour or more on an
initial “lead consult,” which they did not
charge for.
Other firms described the frustration of
getting separate software systems to
talk to one another.

13. 13. 2018 © AppFolio, Inc. Confidential.
In a 2014 FindLaw Survey it was found that 87% of those who contact a
legal professional ended up choosing to hire an attorney.
87%

14. 14. 2018 © AppFolio, Inc. Confidential.
Today, I am here to share some of the common challenges we hear
from attorneys in the legal market & how to overcome them so that,
9 times out of 10, your law firm is the one that is hired.
9/10

15. 15. 2018 © AppFolio, Inc. Confidential.
The Challenges
These are some of the most common obstacles
we hear from MyCase customers.

16. 16. 2018 © AppFolio, Inc. Confidential.
Problem
Tracking Lead Sources

17. 17. 2018 © AppFolio, Inc. Confidential.
● Our customers knew they were
getting business, but not where it
was coming from.
● Many firms simply ask what type
of case it is, and the potential
client’s name.
● Did certain referral sources lead to
higher quality clients?
● Firms weren’t capturing referral
sources early on, and felt
embarrassed to ask for it later.
The Problem
Tracking Lead Sources

18. 18. 2018 © AppFolio, Inc. Confidential.
Tracking Lead Sources Poll
Do I know where the bulk of our leads are coming from?
A. Yes
B. No
C. Somewhat

19. 19. 2018 © AppFolio, Inc. Confidential.
The Solution
Tracking Lead Sources
Ask “How did you hear about
us?” & record the response.
● Without this information, it will
be tough to tell how clients are
finding you & where your best
clients come from.
● This info, combined with other
data, can help you tell what
referral sources lead to the
highest quality & most
profitable clients.

20. 20. 2018 © AppFolio, Inc. Confidential.
Problem
Tracking Leads within a Firm

21. 21. 2018 © AppFolio, Inc. Confidential.
The Problem
Tracking Leads within a Firm
Once the lead is handed off, internally,
what happened next?
● Did anyone follow up?
● Had anyone actually made contact?
● Was the potential client interested in
coming in for a consultation?
● Was the potential new client a fit?
● Other times, firms had great internal
communication, but a high number
of leads and they couldn’t keep track
due to the sheer volume of info.

22. 22. 2018 © AppFolio, Inc. Confidential.
Tracking Leads in Firms Poll
How does your firm track leads today?
A. Legal-specific lead tracking software
B. General lead tracking software
C. Paper
D. Spreadsheets
E. I don't

23. 23. 2018 © AppFolio, Inc. Confidential.
The Solution
Tracking Leads within a Firm
● Find one spot to track your leads that every firm
member has access to
● Ensure you can report on this information
● Track activity that is happening on the lead
● List information re: when and how the contact
was made, what was discussed, and any next
steps
● Check that the information is being recorded
consistently for each lead
● Start to build out a profile for your lead so that
you can easily reference this information when
you talk with a lead

24. 24. 2018 © AppFolio, Inc. Confidential.
Problem
Following-Up with Leads

25. 25. 2018 © AppFolio, Inc. Confidential.
The Problem
Following-Up with Leads
87% of those who contact a legal pro
ended up choosing to hire an attorney.
● Many leads don’t get proper follow
up.
● Some leads get lost, or they get
contacted once and never schedule
a consult.
● Other times they make it to a
consult, but don’t immediately hire,
so after the consult they simply fall
of a firm’s radar. Because of the lack
of follow up, the firm cannot answer
why they weren’t hired.

26. 26. 2018 © AppFolio, Inc. Confidential.
Following Up Poll
Once a lead makes contact with my office, our follow-up
process is sufficient to convert them into workable cases:
A. Agree
B. Somewhat Agree
C. Neutral
D. Somewhat disagree
E. Disagree

27. 27. 2018 © AppFolio, Inc. Confidential.
The Solution
Following Up with Leads
● Ensure you follow up with every
prospective new client
● Allow no more than three rings before
phone is picked up
● Respond to communications within
the same day
● Ensure you follow up with
communications outside business
hours first thing in the morning
● Create reminders to ensure you
follow up

28. 28. 2018 © AppFolio, Inc. Confidential.
Problem
Disparate Data

29. 29. 2018 © AppFolio, Inc. Confidential.
The Problem
Disparate Data
Many firms are storing potential client
data in a lot of different places.
● Many firms have website "contact"
forms which email information to the
firm. This info is often later keyed into a
spreadsheet.
● Others might leave it in their email until
the client hires them, and then they
enter it in a case management system.
● Some store it in paper files.
● Some require the lead to complete an
intake form prior to, at, or immediately
following a consultation

30. 30. 2018 © AppFolio, Inc. Confidential.
Disparate Data Poll
My lead tracking and case management
systems are linked.
A. Yes
B. No
C. I Don’t Have a Lead Tracking System
D. I Don't Have Either System

31. 31. 2018 © AppFolio, Inc. Confidential.
The Solution
Disparate Data
● Create a singular place to store
your information re: prospective
new clients
● Ensure it is accessible via everyone
in the firm
● Utilize a format that is searchable
and can be mined for valuable
insights
● Look at the aggregated data
regularly to update your firm's
strategy as needed

32. 32. 2018 © AppFolio, Inc. Confidential.
Problem
Inefficient Processes

33. 33. 2018 © AppFolio, Inc. Confidential.
The Problem
Inefficient Process
To identify inefficient and redundant
processes, write out your workflows as if
you were about to train a new hire.
● Try to go back and follow your
instructions. Are there a lot of
redundancies?
● Could a 10 year old to follow the steps?
● If there is information that you never
use after you collect it, re-evaluate if
you want to continue to collect it.
● Revisit your processes every so often.
Technology and the marketplace are
frequently changing.

34. 34. 2018 © AppFolio, Inc. Confidential.
Inefficient Process Poll
My Client intake process is:
A. Digital
B. Paper-based
C. A combination of both
D. Don’t Have One

35. 35. 2018 © AppFolio, Inc. Confidential.
The Solution
Inefficient Process
● Write out your workflows
● Follow your written
workflows and identify flaws
in your instructions
● Simplify any redundant or
unnecessary steps
● Revisit your processes
regularly to ensure they still
make sense for your firm

36. 36. 2018 © AppFolio, Inc. Confidential.
Keep it Simple.
Simple

37. 37. 2018 © AppFolio, Inc. Confidential.