Question 1

What types of claims will I get with your personal injury leads?

Jason Lane · Accepted Answer

This will vary, but most of our personal injury leads tend to be either premises liability (slip & fall, unsafe conditions, etc), dog and other animal bites, and defective products. We also see a number of negligent landlord situations where rental units aren’t fixed or kept up properly, causing injury to the renter.

Question 2

How do personal injury lawyers get clients?

Jason Lane · Accepted Answer

Below are the main ways personal injury attorneys get cases. Each has some unique benefits, as well as several challenges. Here’s a quick breakdown:

Referrals: Referrals from past & current clients, other attorneys & business associates, or friends & family are usually going to be the best source of personal injury casework that an attorney can have. Typically, the person being referred to you is pre-sold on who you are and why they should hire you, since the person who referred them probably had good things to say. As a result, the conversion rate on referrals is typically going to be the highest of any form of personal injury law marketing. However, building a solid referral network can take years of cultivation and is usually a hard ball to get rolling… kind of like trying to build credit when no one will give you credit because you have no credit.
Branding & Advertising: There are a ton of ways to do this, but the main ways are online through search engine or social media marketing, through traditional media like TV, radio, print/billboard ads, etc, or through community events and sponsorships. Similar to a referral base, this will often get stronger over time, but can be very expensive and take a very long time to build, so newer law firms and law firms with small marketing budgets need to be very careful, particularly in very competitive markets where a few big players can just outspend all the little guys. Before embarking on long, expensive advertising & branding campaigns, make sure to do lots of market research, know how much you’re willing to risk and for how long, and what you need to get out of the campaign for it to be successful.
Lead Generation: Buying personal injury leads from a lead generation company is an option a lot of firms go for because it’s relatively inexpensive and will typically yield results much faster than many other forms of marketing, and has more tangible, more quantifiable aspect to it than many other forms of marketing. You know how many leads you’re buying and what the criteria is, which is a lot more definitive than a TV ad where you may get 300 calls, but you may get 3, and there is little to no vetting done.

But buying personal injury leads isn’t a panacea, and certainly isn’t for all law firms. People who submit their information on a lead generation website usually don’t know anything about the law firm that is calling them, so there’s a much higher chance that they’ll call someone else, want to shop around for second & third options, and generally need a little more hand holding and follow up than someone who was referred to the firm, or even someone who has spent a few minutes reading the law firm’s website or online reviews. As a result, the conversion rate of personal injury leads tends to be lower than other marketing sources. But many firms find that personal injury leads can give them the option to get cases in the door right now for a lot less money, while also building up a network of former clients, other attorneys, and family members who may refer more business their way. And for the relatively small buy in, it’s usually easy for a firm to test out how well they do with the leads without breaking the bank or wasting a ton of time.

Question 3

How much do personal injury leads cost?

Jason Lane · Accepted Answer

We try to segment out our personal injury leads as much as possible, and price each accordingly based on how expensive the advertising is to get those leads, how often the leads tend to turn into clients (also known as your conversion rate – for more on this see our blog post on calculating the ROI of your legal lead generation campaign)

Question 4

Is there a difference in the price of personal injury leads in bigger states like California or New York versus smaller states?

Jason Lane · Accepted Answer

While our prices are largely uniform based on practice areas, there are a few very competitive areas where in order for us to compete for leads, we have to charge slightly higher. NYC and LA are two examples of this, as well as a few other major metro areas in the US which are very crowded and competitive.

Question 5

Do I get car accident leads with your personal injury lead generation product?

Jason Lane · Accepted Answer

No, we separate out the auto accident leads from the general personal injury, and sell them as two different products.

Question 6

Can I return leads that weren’t injured?

Jason Lane · Accepted Answer

Of course… we have what is probably the most lenient return policy in the legal lead generation industry. If a lead has an attorney, wasn’t injured, or has a number of other disqualifying factors, you can return that lead for full credit.

Question 7

How many personal injury leads can you generate in my area?

Jason Lane · Accepted Answer

That largely depends on your area, and whether or not we already have a client there. Please contact us anytime to speak to one of our lawyer marketing specialists about anticipated volume in your area.

Question 8

For personal injury, what programs do you have? And also do you have like a dog bite category or does it have to be personal injury?

Jason Lane · Accepted Answer

It would be general PI… It’d be general negligence for slip & fall dog bite, things like that.

Question 9

What about product liability, med mal & workers comp… are those outside of the personal injury category?

Jason Lane · Accepted Answer

We’re going to include product liability and the General PI. You might get some med mal. Most of our clients don’t want it though. So, if we send over a lead, that turns out to be med mal, then you can return those if you don’t want it. Workers compensation leads are a separate category, which do quite well. However a lot of our PI firms don’t want work comp cases and vice versa, so we keep them as separate entities, meaning you won’t get any work comp leads with the personal injury category, and you won’t get any personal injury leads with the work comp product.

Question 10

Out of 100 PI leads, how many of them would be dog bites and slip & falls only?

Jason Lane · Accepted Answer

Obviously that's going to vary a bit, but in general there will probably be about 70% slip & fall/trip & fall leads, 10% or so will be dog bite leads, 10% will be negligent landlord, mold, defective product type cases, and the rest will be random injuries and accidents - we've heard some interesting stories.

Question 11

Do you guys have a customer service line? If there’s any issues I can call with the leads or anything like that? Or do you guys also do live transfer calls yet or no, just email?

Jason Lane · Accepted Answer

We do not do any live transfers, only email & text message leads. However, we do pride ourselves on customer service, so you can absolutely call our main office line, any one of our sales or customer service reps directly, or shoot us an email with any questions, requests, comments etc. We try to make it very easy ’re generally very responsive to lead returns & any other requests, and encourage feedback from our clients.

Question 12

Can you explain to me you kind of have a fee structure works for your personal injury leads?

Jason Lane · Accepted Answer

The fee structure works as follows. We do prepaid amount for small order of leads, and then we deliver leads against that balance as they come in. It almost works like a bank. So, whenever a lead passes through, meets the validations, meaning that they don’t have an attorney, they’ve been injured due to negligence of another, at that point in time that is pinged and then sent to your office in real time.

We also do have a flexible return policy. So for some reason with the lead and you call it, and you find out we’ll actually do have an attorney or the number’s disconnected or the voicemail is full, etc… You can submit it for a full credit by sending us an email explaining why the lead is returnable.

Question 13

If Car Accident Leads Aren't Included, What Type of Leads Will I Get?

Jason Lane · Accepted Answer

About 90% of general personal injury leads are going to be premise liability of some sort. There is a lot of slip and fall trip and fall that comes through. You’ll also get some dog bites, landlord tenant, the occasional food poisoning, but the bulk will always be slip & fall.

Question 14

What’s the average conversion rate on your personal injury leads?

Jason Lane · Accepted Answer

Well, that’s a somewhat loaded question because every firm is different with regard to intake, case criteria etc. That said national averages are out there with my competition and this is typically about 12%. That’s a realistic number, I’ve had firms that have worked with our services give us solid feedback that they they’ve converted up to 40%. I’ve heard that from a few different firms. We don’t want to necessarily set the bar that high, realistically, if you have a good intake in place and don’t have a ridiculously high case threshold, you should expect realistically to probably convert about 15 to 20% of the leads to cases on average. And then as time goes by and you get more familiar with working the leads, you get your intake really well dialed in so when a lead comes through, you’re systematic about all of if. Who’s calling? What time are they calling? Are they staggering the times? Are they text messaging? Are they emailing? We also provide some tips of the best ways to contact the leads for our clients too, since it’s obviously in our best interest to have happy clients who are converting leads into cases.

Question 15

Can I return no contact leads for credit? I will tell you maybe 10 years ago, we did a lot of work with a legal lead generation company. And the problem was, we didn’t have any trouble getting all the leads we could possibly deal with. We just could never get anybody on the phone, they wouldn’t actually phone or call back… It was pretty frustrating.

Jason Lane · Accepted Answer

When an individual goes online and you start filling out forms to be contacted, who’s to say they’re only going to fill out one form and stop? They may fill out multiple, they may make multiple phone calls. You just don’t know that, I guess staying on a consistent basis of trying to reach them over the first five days is important. Firms that we work with, we suggest that they actually, phone text and email the first day. The second day that goes on and they’ll text on the third day they’ll call and leave a voicemail, and maybe they’ll stagger those times to try to reach out to them. But typically, when they do that, one way or another they do get a hold of them.

You’d be amazed at how text messaging works. It’s phenomenal, because a lot of people they get a phone call and they don’t recognize the number they don’t answer. They let it go to voicemail. A text message that comes over and says, “Hello, this is Q with such and such law firm, I received your inquiry regarding an auto accident, you may be entitled to compensation, please let me know when a good time we could speak”. You’d be amazed at the response you will get on something like that but it’s quick and easy. They could respond immediately and say, “Oh, sorry, I’m already working with an attorney but I had a few more questions”. Well, in that case, you can just submit it to us for a full refund. We have found text messaging works very well.

Question 16

What about the subcategories of personal injury law that you guys seek to generate leads… can you tell me what those are precisely?

Jason Lane · Accepted Answer

You know, I’ll tell you about, and I’ll be honest with you, about 90% of general personal injury leads are going to be premise liability. There is a lot of slip and fall trip and fall that comes through. You’ll also get some dog bites, landlord tenant, the occasional food poisoning, but the bulk will always be slip & fall.

Question 17

Are personal injury leads expensive?

Jason Lane · Accepted Answer

At the risk of sounding obtuse, that depends. Whether or not personal injury leads are expensive depends on a few factors:

How much the leads cost.
How well your law firm converts the leads.
The quality of the injury cases that you get from the leads.

To best illustrate this, let’s use an example. Let’s say your firm bought 100 personal injury leads from lead generation company A at $100 per lead (for a total spend of $10,000), and 100 personal injury leads from company B at $200 per lead (for a total spend of $20,000). At face value, the leads from company B are twice as expensive. But if you look at factors 2 & 3 above, you may get a much different picture. Let’s say you convert 5% of the leads from company A, and they’re mostly soft tissue cases with an average case value of $10k, leaving the firm with $3333 in average case fees. Now let’s say you convert 15% of the leads from company B, and while many of them are smaller soft tissue cases, there are a few larger injury cases, which brings your average case value to $15k, netting the firm an average of $5000 per case. Here’s how those numbers would back out: Company A: $10,000 spent, 5 cases signed at $3333 net revenue per case = $16,665 total revenue. Subtracting the initial investment, this leaves $6665 total profit. Company B: $20,000 spend, 15 cases signed at $5000 net revenue per case = $75,000 total revenue. Subtracting the initial investment, this leaves $55,000 total profit. Both companies would be profitable, but as you can see, quality REALLY matters here. So after running the numbers, which personal injury lead is more expensive?

Question 18

Are personal injury leads a reliable source of potential clients?

Jason Lane · Accepted Answer

The short answer is yes - but only if your working with a good personal injury lead generation company, and only if you have the intake staff and procedures in place to properly follow up on the leads. If you find a good lead generation company (we’ve written at length on our blog about how to find and vet personal injury lead generation companies to find the good ones), have a good intake staff and process in place to properly follow up on the leads, and have the right expectations about what lead generation is (and isn’t), then buying personal injury leads is absolutely a reliable source of potential clients for your law firm.

Question 19

Do You Only Generate Personal Injury Leads?

Jason Lane · Accepted Answer

We generate a number of other leads, all in the legal category. A full list of the legal leads we generate is below, please click on any of those links to learn more about other practice areas:

Question 20

Why don't you deliver your personal injury leads via live transfer phone call?

Jason Lane · Accepted Answer

The short answer is logistics, simplicity, and quality. We've found that going in too many directions can be devastating, so we choose to have a narrow focus in most things we do, and be as thorough and high quality in those things as we possibly can. When talking about delivering live transfer personal injury leads to law firms nationwide, there are a lot of moving parts and logistical matters to consider, and we've found that it's better to spend your time thinking about getting good quality traffic than how to best deliver a phone call . There are essentially 3 ways that a legal lead generation company can delivery a live phone call lead:

Live transfer leads screened by the lead generation company: This method is going to be the highest converting, but it's also the most expensive, by far. This is because with screened live transfer leads, the lead generation company has to incur a number of additional costs:

Paying the call center employees to take the calls, screen the calls, and transfer them to the law firm.
Paying for any leads that come in but don't meet the specific qualifications agreed to, which usually are more stringent on live transfer leads.
Incurring the costs of any leads that may get lost in the transfer, or leads when the law firm may not have someone to take the call.
Potentially having to incur costs to pause and restart advertising campaigns to make sure they don't generate injury leads at a time when there is no one around to answer the call.

2. Raw calls: This is simple - the lead generation company puts a phone number on their ads, landing pages, or website, and redirects that person to a law firm based on location as soon as the call comes in. From a cost per lead standpoint this is going to be the cheapest way to get personal injury leads via phone call, but will likely also be the most expensive when it comes to employee costs to have people field a lot of calls, many of which will be unqualified. Historically these call campaigns will have quite low conversion rates as well, but if the cost per lead is cheap enough and you have the staff to field the calls, can work.

3. Duration based billing. This is a bit of a hybrid of the above two methods... not as expensive as a live transfer but not as much paying for "dead leads" as on a raw call campaign. In this example, calls are sent directly from the ad/website to the law firm, but the law firm has a mutually agreed upon duration (usually between 1-3 minutes) in which to do initial screening and politely get off the phone if the person calling isn't a good fit. This can be helpful for a firm that doen't want to pay astronomical costs per lead, but also doesn't have the resources to weed out 15-20 unqualified callers for ever qualified one.

We've tested a number of these, and based on feedback from our clients and employees have found that keeping the delivery method as simple as possible - uniform screening on a website form - and focusing the majority of our energy and resources on generating the highest quality, intent driven search traffic we can, is the best way to simultaneously deliver value to our clients and keep our business model manageable.

Question 21

What's your policy on returning bad phone numbers and people we can't contact?

Jason Lane · Accepted Answer

You have to have the ability to leave a voicemail. So if you can call and leave a voicemail, we consider that as making contact, and at that point it's a billable lead, unless of course you speak to the person and they aren't qualified for another reason such as already having an attorney or having an accident date outside of statute of limitations. If you find that the phone numbers are wrong number, it’s disconnected, it’s a fax line, there is no voicemail or you cannot leave a message, we will then consider that a wrong disconnected number, and then you can send it in for full refund.

Question 22

Do You Brand My Law Firm So The Leads Know Who Will Be Calling Them?

Jason Lane · Accepted Answer

No. When they person is doing a search through google, bing, etc... they'll organic site or any of our paid advertising, they’ll get to our consumer resource website lawsuitinfocenter.com, which is branded to us. There’ll be some informational pages for them to review at that point in time, if they want to contact an attorney for a free consultation, then the actual landing page will open up to where they can fill out their information, and then there’s a thank you page stating that a local law firm will be in touch with them within 24 hours. So, there is no branding of the law firms that we work with. So, your name will not appear on any of those forms. The first time the injury lead is aware of your firm will be on the initial phone call.

Personal Injury Leads

What are Personal Injury Leads?

Why Digital?

Why Search is a Key Piece of the Puzzle

Intent Matters

How Do Lawyers Get Leads?

When Does Buying Personal Injury Leads Not Work?

What Exactly Qualifies As A “Personal Injury Lead”?

Our Answer: Segmentation

How Do You Generate Personal Injury Leads?

Can I see an example of how your Personal Injury Leads Are Generated?

Why We Sell Exclusive Personal Injury Leads:

Intake Tips:

How Do You Market A Personal Injury Law Firm? Know Your Goals, Capacity, and Buy Leads Accordingly

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