How to Build Your Client Base as a Network Attorney

For new lawyers, especially those starting out in solo practice, building a client base can be one of the most challenging aspects of your practice. Firms and solo practitioners alike rely heavily on name recognition, a strong client referral network, and paid marketing and advertising campaigns to bring clients in the door. New lawyers often find this daunting. 

As name recognition and referrals are built over time, newbies often invest heavily in marketing campaigns as the sole means to generate new business leads. The high cost of SEO and print advertising, relative to the return on investment, can result in difficulty procuring new business leads. This can be even tougher if your practice area is already dominated by large firms with massive lead generation campaigns and budgets. 

Becoming a network attorney for an employer-sponsored legal insurance network is another option that may be attractive to new lawyers who want to generate a steady client base without much overhead.  

Many larger organizations offer employee benefits packages which now include an option for some form of pre-paid legal services. Employers such as the State of California, University of California system, General Atomics, Northrup Grumman, Hewlett Packard, Sharp Health Care, various local school districts and many others are now offering this benefit. Much like employer-sponsored life or health insurance, the company buys into the plan and obtains services at a discounted rate for their employees. Employees pay a monthly premium to access the services. 

When an employee has a legal issue, they contact the insurance provider and are presented with a contact list of network attorneys they may engage for their desired services. The insurer sets the coverage based on the area of law and scope of work. Many services are fully covered by the insurer, leaving the client to pay only out-of-pocket costs such as filing fees, postage and notary fees. The potential client simply connects with one of the network attorneys on the list and proceeds with the matter as any other client would.  

There are many different insurance providers. Some of the most common in San Diego County are ARAG North America, LegalShield and MetLife. These represent many of the multi-million-dollar employers and unions in the County. To become a network attorney, you must verify that you meet the basic criteria and complete and submit an application. For some, there are no minimum experience requirements, meaning a new lawyer could become a provider at the beginning of their career. Others require up to eight years or more from the date of first licensure to qualify; these may be more attractive to attorneys embarking on solo practice after several years with a firm. All will require appropriate liability insurance and may mandate specific limits to further protect their clients. 

The drawbacks to serving as a network attorney begin with the qualifying criteria mentioned above. If you are outside of the qualifying licensure requirements, this is not an option for you. Even if you meet the initial conditions for acceptance, each insurer only allows a certain number of attorneys in a given practice area and a set geographic region. If there are too many providers in your practice area or physical zip code, you may be turned down. Another con is that potential clients who are unaware of the services available through their insurance may fail to utilize you as an employee benefit. The insurance providers do not allow plan attorneys to market directly to the employers or employees, so you must rely on the potential client to find you. Finally, if you are accepted as a provider, your rates are set by the plan and they will be heavily discounted.  

However, if you are able to secure a position with one of the insurers, there are some great benefits. The client acquisition cost is near zero. Plan attorneys simply await a call or email from the potential new client referred by the plan. No advertising needed. Your excellent work for that client may also build your referral network as those satisfied clients share your name with their co-workers, who may also have plan coverage, and with their family and friends who may arrive as a new client paying your standard rates. While you are providing those initial services at a considerable discount, you are guaranteed that your fees will be paid. You will also recover your out-of-pocket expenses directly from the clients. The claims process is streamlined by each provider to ensure prompt processing and payment of your fees, usually within a few days. Finally, when a lawyer becomes part of a plan network, they are ensuring that clients are able to receive affordable access to a vetted attorney in their area of legal need. This is a win-win for the attorney and client. 

If you are a new attorney or a new solo building your practice, be sure to explore all of the ways you can reach potential new clients and don’t be afraid to think outside of the traditional box. Becoming a legal insurance network provider is just one way to continue to advance your business and solidify your reputation by providing great service to clients in your community.