Episode Overview

Podcast: The Law Firm Marketing Minute
Host: Spotlight Marketing + Branding
Episode Title: Your Big Case of 2026 May Come From Here
Date: January 7, 2026

This episode focuses on an often-overlooked referral source for law firm growth: your past clients. The host discusses why past clients are valuable, strategies for keeping in touch, and how maintaining positive relationships with former clients can lead to repeat business and high-quality referrals. The tone is informal, practical, and encouraging, aimed at solo and small law firm owners.

Key Discussion Points & Insights

1. Rethinking Referral Sources

(00:00 - 00:45)

• Referrals are traditionally thought of as coming from other attorneys or complementary professionals (CPAs, chiropractors, therapists) who can't fulfill a client's needs.
• The host challenges this default, saying attorneys often forget to leverage past clients as strong referral sources.

"There are other referral sources as well, your past clients being a big chunk of that." (A, 00:22)

2. Overlooked Value of Past Clients

(00:45 - 01:45)

• Attorneys often dismiss past clients, thinking their practice area doesn’t lend to repeat business (e.g., criminal defense, family law).
• Nonetheless, even in fields where repeat business isn't expected, past clients can refer others based on trust and positive experiences.
• The value comes from the trust and rapport established during previous representation.

"Past clients, whether it's transactional work or even some litigation stuff, they are still a valuable source because they already trust you, assuming you've done a good job and they're happy with everything." (A, 01:06)

3. Reasons Clients Don’t Return

(01:45 - 02:10)

• Not all past clients come back, for reasons including:
  • Fee concerns or budget constraints
  • No current need for further legal services
  • Possible dissatisfaction with previous work

"There are a bunch of different ways, but it's so, so valuable to keep those past clients in your network." (A, 01:54)

4. Tactics for Staying Top-of-Mind

(02:10 - 02:55)

• Stay connected with past clients through simple and valuable touchpoints, specifically recommending email newsletters.
• These newsletters should go to both leads and past clients, maintaining awareness and making referrals more likely.

"When we're working with our clients and we want them to send email newsletters, we want their leads and past clients on that email list to create those touch points to come back around again, whether it's for repeat business... or it's those past clients who are like, yes, I remember working with you. I know someone who is going through a similar situation. I'm going to send them your way." (A, 02:14)

• Ending cases amicably is key, even if outcomes aren’t as hoped. Try to repair any negative feelings to preserve future referral or repeat business opportunities.

"Always try to just end things amicably. Don't, don't burn bridges. Don't, you know, try to make things right if there was that negative situation and keep them around, keep them on your contact list, stay top of mind with them. You never know..." (A, 02:40)

5. The Minimal Risk of Outreach

(02:55 - 03:05)

• The worst outcome from continued contact is an unsubscribe, which is acceptable.
• The upside far outweighs the minor risk.

"The worst thing they're going to do is unsubscribe and that's fine, you know, so keep those past clients in mind." (A, 02:59)

6. Motivation & Closing Thought

(03:05 - 03:16)

• Past clients can be your ambassadors, evangelists, and biggest cheerleaders if you nurture those relationships thoughtfully.
• The episode ends with a positive call to action, urging listeners to reconsider how they connect with former clients.

"They are a really good referral source for your firm and, and can really be great ambassadors and evangelists for your firm and be your biggest cheerleaders." (A, 03:07)

Notable Quotes

• "There are other referral sources as well, your past clients being a big chunk of that." – Host (A), 00:22
• "Past clients, whether it's transactional work or even some litigation stuff, they are still a valuable source because they already trust you, assuming you've done a good job and they're happy with everything." – Host (A), 01:06
• "When we're working with our clients and we want them to send email newsletters, we want their leads and past clients on that email list to create those touch points to come back around again..." – Host (A), 02:14
• "Always try to just end things amicably... stay top of mind with them. You never know..." – Host (A), 02:40
• "The worst thing they're going to do is unsubscribe and that's fine, you know, so keep those past clients in mind." – Host (A), 02:59
• "They are a really good referral source for your firm and... can really be great ambassadors and evangelists for your firm and be your biggest cheerleaders." – Host (A), 03:07

Timestamps for Important Segments

• 00:00 – Common notions of referrals and why past clients get overlooked
• 01:06 – Unique value of past clients as a trusted referral base
• 01:54 – Barriers to client retention and repeat business
• 02:14 – Strategies for keeping in touch (email newsletters)
• 02:40 – Importance of ending client relationships positively
• 02:59 – Minimal downside of outreach; encouraging regular contact
• 03:07 – Final motivation: past clients as firm ambassadors

Summary Takeaway

This episode encourages attorneys to broaden their view of referral sources, emphasizing that nurturing relationships with past clients—regardless of practice area—can lead to valuable, sometimes unexpected, cases and referrals in the future. Using simple methods like email newsletters and staying amicable even after difficult cases can turn past clients into the best marketing asset a law firm has.