“According to David Freeman from Lawyer BookBuilder®, when attorneys think about business development, they often focus outward — on new prospects, referral sources, or community engagement.
But one of the most overlooked opportunities? Your own firm.
Whether you’re in a midsize partnership or a global firm, your internal network is a goldmine for referrals, collaboration, and visibility. And yet, many lawyers neglect to nurture these relationships.
Start with your immediate circle: attorneys in your own practice group. Are there ways to co-market or cross-sell services?
Then look across the aisle: lawyers in other practice areas who serve the same clients from a different angle. A client who needs estate planning might also need corporate counsel, tax advice, or litigation support.
Don’t forget laterals — new arrivals who bring fresh energy and networks. Too often, they’re welcomed with fanfare, then forgotten. That’s a missed opportunity for both sides.
And if you’re in a multi-office firm? Build connections beyond your zip code. Those “out-of-sight” colleagues may be your best partners for expanding reach or opening new doors.
Legal marketers: if you want to grow business, start inside.
Because sometimes, the best referral source is sitting just down the hall.”
– Hugo E. Gomez, Founder (Abogados NOW)