Lawyers who treat community events like a lead-generation funnel have it all wrong.
That’s not what this is about.
It’s about showing up. Being part of the community. Giving back because it matters, not because you expect something in return.
People can tell the difference. They know when it’s genuine. And they definitely know when it’s not.
Can community involvement lead to business? Of course. But not in the way most people think.
It’s not about handing out cards or trying to “convert” conversations into cases. In a market flooded with TV ads, billboards, and radio spots, you’re not going to out-expose the firms with huge advertising budgets.
What community involvement actually does is build something far more valuable. It builds trust.
People refer cases to lawyers they know, like, and trust. Community events may help people get to know you. But more importantly, they help them like you and trust your firm.
And that doesn’t happen overnight. It’s the long game. It’s showing up consistently. It’s being present without an agenda.
And it’s not just about meeting new people. At a lot of the events we attend, we run into current clients. Former clients. Their families.
Showing up reinforces something they already felt when they hired us: That we actually care. Not just about their case, but about them, about where they live, and about the community we’re all part of.
Do you agree? Join the conversation with me on LinkedIn.
