Estate planning leads are inquiries from people interested in wills, trusts, powers of attorney or other estate-planning legal services.
Lead Types
- form inquiries
- webinar/event leads
- phone calls
- consultations
- qualified leads
Marketing Governance
ABA guidance permits certain paid lead generation but distinguishes it from compensated recommendations and misleading representations. State professional-conduct rules control.
Qualification
Use objective firm-defined criteria such as geography, broad service interest and consultation availability.
Lead vendors should not provide legal advice or recommend a particular estate-planning instrument.
Economics
Track:
lead → consultation → signed engagement → collected fee