Law Firm Sales Funnel

Looking for new business opportunities while maintaining your client base is a delicate balance when running a business. If you spend too much time focusing on your clients, you may not have enough time for new business and vice versa. Fletcher Law Firm approached us with this issue and our team was able to create the perfect solution.

Services Provided

  • Email Marketing Campaign

  • Graphic Design

  • Copy Development

  • Marketing Strategy

  • Landing Page Design

  • Website Refresh

Discover

the Challenge

Fletcher Law Firm is known for providing award-winning real-estate and estate planning legal services in the Atlanta area. Balancing the time invested between marketing efforts and servicing the new clients acquired through those efforts created a “feast or famine” effect that many small businesses struggle with. Their team was looking for an ongoing marketing system that would provide a steady stream of qualified leads with a high conversion rate and an effective return on investment.

Define

a Successful Outcome

Cracking the proverbial marketing ‘nut’ in how to identify and attract quality leads would take time to research, plan and execute. As a result, the ideal system needed to be effective over a long period of time in order to achieve an acceptable return on investment. Probably the most critical measure of success was how easily the marketing plan could be adjusted in order to regulate the number of leads without sacrificing the overall effectiveness of the program.

Create

Viable Options

After diving in and learning as much as possible about what makes a qualified lead, we explored opportunities to create an engagement with the target audience. We identified a perfect opportunity that would allow us to base qualify the lead and create ongoing opportunities, new home sales.

We created a multi-tier system that included direct mail, content marketing, and an email marketing drip campaign. This multi-level funnel approach allowed us to measure the effectiveness and efficiency of each step in the funnel. This allows the Fletcher Law Firm to increase or decrease sales leads as needed based on either the initial input into the funnel or strategically turning off components of the email drip campaign.

  • Postcards

    The first step in the process is to mail out one of two postcards to new homeowners who fit certain criteria. On the postcard is a punchy catchphrase to gain attention and the call to action is to follow the link to a website to download a free checklist.

  • Landing Page on Website

    We designed a specific landing page for Fletcher Law Firm that hosts the form to fill out to download their free checklist. By doing it this way, we gather email addresses and contact information to continue the steps in the funnel. You can only access this page with the specific link from the postcards.

  • Downloadable Checklist

    The checklist is a take-away from Fletcher Law Firm that walks the homeowner through the steps of what to do as soon as you buy a house. It is useful and relevant to the audience and can lead to prospective leads for the law firm.

  • Follow Up Email

    Once they enter their email address to download the checklist, they are immediately entered into an email drip campaign. Within a certain time frame, they will receive a few follow-up emails to gain attention and point them to Fletcher Law Firm.

Activate Results

The initial testing rounds of this system were deemed a success and the first full set of leads were launched early in 2020. The results? Website traffic and email engagement doubled. Several new qualified leads have resulted in new clients for Fletcher Law Firm. The best part? The system can be easily engaged at any time at different levels to drive new business when needed with minimal effort.
If your business is in need of an effective sales funnel, we would love to hear from you.

Contact us at video@overtoneagency.com, give us a ring (678) 487-8022 or fill out the form below.

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