In a recent episode of the Pareto Legal Podcast, Randy Manning, managing partner at Ramos Law, shared valuable insights on law firm marketing, intake processes, and practice management. From starting as a solo practitioner to leading a large personal injury firm, Randy provided practical advice for firms looking to grow while maintaining quality client service.
Balancing Lead Generation and Branding
Randy emphasizes the importance of defining marketing objectives from the start. Before launching any advertising campaign—whether it’s an event or a Google Ads strategy—firms must determine if the goal is immediate lead generation or long-term brand building. This distinction helps set clear expectations and measurement criteria for marketing investments.
One key takeaway is the necessity of dedicated marketing phone lines for each campaign, paired with well-trained intake staff. This setup ensures accurate tracking of marketing effectiveness and guarantees that incoming leads are handled properly.
Building Strong Referral Networks
For firms looking to establish solid referral relationships, Randy recommends a long-term approach. Rather than expecting immediate returns, he suggests focusing on professionals who will grow alongside your practice over the next five to ten years. Genuine connections matter more than formal networking, and becoming a trusted resource first can lead to stronger referral partnerships. He also stresses the importance of adhering to ethical considerations in referral relationships.
Community Engagement and Grassroots Marketing
Ramos Law demonstrates the power of authentic community involvement by participating in events from Pueblo to Fort Collins. Rather than focusing on immediate returns, the firm prioritizes meaningful community service, such as assisting local baseball teams with infrastructure needs. These efforts foster lasting relationships and goodwill.
For smaller firms, Randy advises engaging with niche groups that align with personal interests. His experience coaching baseball, for example, naturally led to valuable connections within the community. While this approach may not yield instant results, it can create strong, long-term relationships that generate referrals over time.
Structuring a Marketing Team
Ramos Law employs a hybrid marketing approach, combining in-house talent with external consultants. This structure allows for agility in social media management while leveraging specialized expertise for different marketing channels. Internal marketing managers oversee community events and content creation, ensuring consistent brand messaging and timely engagement.
The Role of Empathy in the Intake Process
Randy highlights the importance of empathy and authenticity in the intake process. Key strategies include expressing genuine appreciation for client calls, understanding and addressing client sensitivities, and training intake staff to maintain engagement and professionalism. Regular evaluations help refine processes, ensuring the firm focuses on converting high-quality cases that align with its expertise.
Scaling Challenges and Solutions
As Ramos Law has expanded from 60–70 employees to over 220, several challenges have emerged:
- Managing increased call volume while maintaining quality intake
- Adapting to evolving role requirements as the firm grows
- Organizing effective teams and fostering a positive culture
- Retaining valuable staff members
- Balancing growth with quality service delivery
Content Marketing and Digital Presence
The firm maintains a robust content strategy across multiple platforms, including educational marketing for different case types, video content on social media, SEO-focused blog posts, guest articles, and a website optimized for both lead generation and long-term branding.
Final Thoughts
Randy’s insights reinforce the need to balance immediate lead generation with long-term brand building. Success in personal injury law requires effective marketing and intake systems, as well as a genuine commitment to community engagement and client service. As firms grow, maintaining this balance while scaling operations is key to sustainable success.
