BE THAT LAWYER

In this episode, Steve Fretzin and Gerard Virga discuss:

• Navigating emotional complexity and client crises in family law
• Evolving business development practices in solo and small firm legal settings
• Expanding legal services through education, technology, and content creation
• Managing personal and professional balance to prevent burnout in law practice

Key Takeaways:

• Direct, relationship-focused communication—such as sharing personal contact info—can build trust, drive referrals, and deepen client loyalty.
• Implementing educational tools like AI videos and podcasts helps clients understand legal processes and significantly lowers their anxiety.
• Developing and signing a litigation strategy plan early in the case helps align client expectations, reduces unnecessary conflict, and clarifies legal goals.
• Carefully qualifying clients based on emotional stability and willingness to follow advice helps reduce burnout and improve case outcomes.

"If we don't alleviate that pressure early, we don't answer those questions, we don't get to the root of the problems, then it's going to fester." —  Gerard Virga

Unlock the secrets of the industry's top rainmakers with Be That Lawyer: 101 Top Rainmakers’ Secrets to Growing a Successful Law Practice. Grab your ultimate guide to building a thriving law firm now on Amazon: https://www.amazon.com/dp/B0F78HXJHT

Thank you to our Sponsors!

Rankings.io: https://rankings.io/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

Episode References: 

The Game Changing Attorney by Michael Mogill: https://www.amazon.com/Game-Changing-Attorney-Competition-Obvious-ebook/dp/B07JWGX3YB

About Gerard Virga: Gerard Virga is a seasoned family law attorney and the founding partner of The Virga Law Firm, where he leads a team of dedicated legal professionals across offices throughout Florida. With a passion for advocating for families during life’s most challenging transitions, Gerard has built a firm known for its commitment to excellence, personalized client care, and aggressive representation in family law matters.

Connect with Gerard Virga:  

Website: http://www.thevirgalawfirm.com/

Phone: 850-818-0236

Show: The Florida Family Law Attorney Podcast: https://podcasts.apple.com/us/podcast/the-florida-family-law-attorney-podcast/id1799493137

LinkedIn: https://www.linkedin.com/in/gerard-virga-006a9263/ & https://www.linkedin.com/company/thevirgalawfirm

Twitter: https://x.com/TheVirgaLawFirm

Facebook: https://www.facebook.com/gerard.virga.5 & https://www.facebook.com/virgalawfirm/

Instagram: https://www.instagram.com/thevirgalawfirm/

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.

Website: Fretzin.com

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science and more!

YouTube: Steve Fretzin

Call Steve directly at 847-602-6911

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In this episode, Steve Fretzin and Tim Sawyer discuss:

• Mentorship and mastermind groups as catalysts for professional growth
• Universal business models shaping success across industries including legal
• Emotional authenticity as a foundation for impactful branding and client engagement
• Discomfort as a necessary stage in the journey toward meaningful progress

Key Takeaways:

• Professionals who admit their blind spots and join mastermind groups grow faster by learning from shared experiences and direct peer feedback.
• The simple model of finding, converting, and keeping clients consistently drives growth across industries, including legal.
• Lawyers who lead with authenticity, such as personal storytelling or community involvement, build trust and stronger emotional resonance.
• Intentional preparation and embracing discomfort during networking lead to better conversations, more opportunities, and long-term business impact.

"AI will not replace lawyers, but lawyers who are using AI are definitely going to have an impact on lawyers who don’t." —  Tim Sawyer

Unlock the secrets of the industry's top rainmakers with Be That Lawyer: 101 Top Rainmakers’ Secrets to Growing a Successful Law Practice. Grab your ultimate guide to building a thriving law firm now on Amazon: https://www.amazon.com/dp/B0F78HXJHT

Thank you to our Sponsors!

Rankings.io: https://rankings.io/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

Episode References: 

Who Moved My Cheese? by Spencer Johnson and Kenneth Blanchard: https://www.amazon.com/Who-Moved-My-Cheese-Mazing-ebook/dp/B004CR6AM4

About Tim Sawyer: Tim is a two-time Inc. 500 co-founder with two successful private equity exits, a professional speaker, and an expert in business sales and growth strategies. As EVP of Sales and an investor at FasterOutcomes, he helps law firms leverage AI-powered legal intelligence to drive efficiency and profitability. With a strong background in digital marketing, Tim has led high-performing sales teams and scaled businesses through innovative strategies. He is also the host of the Legal Keys podcast, where he explores the intersection of law, technology, and firm success.

Connect with Tim Sawyer:  

Website: http://www.fasteroutcomes.com/

Email: tim@fasteroutcomes.com

Show: Legal Keys: https://podcasts.apple.com/us/podcast/legal-keys-unlocking-time-revenue-and-results/id1791762308

LinkedIn: https://www.linkedin.com/in/sawyertim/ & https://www.linkedin.com/company/faster-outcomes/

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.

Website: Fretzin.com

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science and more!

YouTube: Steve Fretzin

Call Steve directly at 847-602-6911

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In this episode, Steve Fretzin and Tyson Mutrux discuss:

• The importance of cultivating the right mindset for professional growth
• Building and scaling a law firm through strategic hiring and systematized operations
• The power of networking and targeted referrals in developing a legal practice
• Utilizing peer groups, coaching, and mentorship as tools for continuous improvement

Key Takeaways:

• Mindset is the number one limiting factor for lawyers—without overcoming mental barriers, no strategy will work, even with a step-by-step million-dollar blueprint.
• Many law firms suffer from cash flow problems because lawyers pull too much money from the business too early, preventing reinvestment and sustainable growth.
• Effective hiring requires a thorough, systematized process—using tools like Zoho Recruit and strategies like “topgrading” ensures better long-term talent fit and retention.
• Networking should be laser-focused—meeting with professionals who are in a direct position to send targeted referrals, like volume PI firms or chiropractors, yields better ROI than general networking.

"You can ruin a good hire just by having bad processes or no processes." —  Tyson Mutrux

Got a challenge growing your law practice? Email me at steve@fretzin.com with your toughest question, and I'll answer it live on the show—anonymously, just using your first name!

Thank you to our Sponsors!

Rankings.io: https://rankings.io/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

Episode References: 

Modern Wisdom Podcast by Chris Williamson: https://podcasts.apple.com/gb/podcast/modern-wisdom/id1347973549

About Tyson Mutrux: Tyson Mutrux is the owner and managing partner of Mutrux Firm LLC, a personal injury law firm based in St. Louis and Columbia, MO. He is also the co-founder and owner of Maximum Lawyer, a community where law firm owners connect, collaborate, and grow their firms.

Connect with Tyson Mutrux:  

Website: http://www.maximumlawyer.com/

LinkedIn: https://www.linkedin.com/in/tysonmutrux/ & https://www.linkedin.com/company/maximum-lawyer

Facebook: https://www.facebook.com/groups/maximumlawyer

Instagram: https://www.instagram.com/maximumlawyer/

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.

Website: Fretzin.com

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science and more!

YouTube: Steve Fretzin

Call Steve directly at 847-602-6911

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In this episode, Steve Fretzin and Greg Eisenberg discuss:

• How law firm business models are quickly shifting due to tech and market forces
• Why branding and visibility are critical for firms of any size
• Ways small and solo firms can compete with major legal players
• How legal entrepreneurship is evolving through collaboration

Key Takeaways:

• Small law firms can remain competitive by joining collectives that centralize branding, marketing, and operational tools while allowing them to retain full ownership of their businesses.
• Repeating a strong personal brand message through short-form video content across the right platforms helps attorneys become top-of-mind in their niche.
• The most effective business development strategy combines strong referral networks and relationship-building with a smart digital advertising approach.
• Law firms must stop treating marketing as a standalone fix and instead adopt a unified strategy that integrates operations, technology, finance, and client experience for long-term success.

"They say they don't teach business in law school. I went to business school. They don't teach business in business school—it didn't make a huge difference. There's just some stuff they can't prepare you for." —  Greg Eisenberg

Got a challenge growing your law practice? Email me at steve@fretzin.com with your toughest question, and I'll answer it live on the show—anonymously, just using your first name!

Thank you to our Sponsors!

Rankings.io: https://rankings.io/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

Episode References: 

The GaryVee Audio Experience: https://podcasts.apple.com/us/podcast/the-garyvee-audio-experience/id928159684

About Greg Eisenberg: Gregory Eisenberg won the award for “Worst (or Best) Doppelgangers” thanks to his resemblance to Beaker, Shaggy, and Screech. A failed comedian and worse political candidate, he found his calling helping law firms grow. With 10+ years in marketing, he’s worked with brands like Cinnabon, Carvel, and major universities. After starting LegalEase Marketing, he realized firms needed more than leads—they needed infrastructure. That led to Ready Firms, built to help small firms scale and stay competitive.

Connect with Greg Eisenberg:  

Website: https://readyfirms.com/

Email: greg@readyfirms.com

LinkedIn: https://www.linkedin.com/in/gregoryseisenberg/ & https://www.linkedin.com/company/readyfirms/

Facebook: https://www.facebook.com/readyfirms

Instagram: https://www.instagram.com/readyfirms

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.

Website: Fretzin.com

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science and more!

YouTube: Steve Fretzin

Call Steve directly at 847-602-6911

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In this episode, Steve Fretzin and Lindsey Busfield discuss:

• The nuances and strategic use of SEO for law firm marketing
• The importance of selective client intake for long-term success
• Evaluating the effectiveness of social media versus SEO in legal marketing
• Utilizing modern website tools and AI-driven bots for better client engagement

Key Takeaways:

• SEO can be a game-changer, but only for firms in the right geographic and competitive conditions—others should consider niche targeting or different marketing strategies entirely.
• Social media rarely drives real case volume for law firms, unless it's used with intention, high-quality content, and deep community alignment.
• Choosing the right clients is just as important as hiring the right team, because poor client fit leads to burnout, financial issues, and strained relationships.
• Website platforms should match your marketing goals, with WordPress offering the best SEO flexibility, while simpler tools like Squarespace are fine for credibility-focused sites.

"I have never talked to a lawyer who has said, 'Yes, I am getting half of my caseload through social media because it's so great.' That being said, social media can be really helpful as part of a grassroots campaign." —  Lindsey Busfield

Got a challenge growing your law practice? Email me at steve@fretzin.com with your toughest question, and I'll answer it live on the show—anonymously, just using your first name!

Thank you to our Sponsors!

Rankings.io: https://rankings.io/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

Episode References: 

Intaker: https://intaker.com/

LinkedIn Tutorial for Business Development: https://www.youtube.com/watch?v=0EWfLRtUL0g

About Lindsey Busfield: Lindsey Busfield is a leading legal marketing expert and recognized industry disruptor, featured in publications like Benzinga, USA Today, and Attorney at Law Magazine. As Vice President and partner at Optimize My Firm, she has helped dozens of law firms boost revenue through strategic SEO and content marketing.

Connect with Lindsey Busfield:  

Website: http://www.optimizemyfirm.com/

Show: Personal Injury Marketing Minute: https://podcasts.apple.com/au/podcast/personal-injury-marketing-minute/id1536073987

LinkedIn: https://www.linkedin.com/in/lindsey-busfield/ & https://www.linkedin.com/company/optimizemyfirm

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.

Website: Fretzin.com

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science and more!

YouTube: Steve Fretzin

Call Steve directly at 847-602-6911

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In this episode, Steve Fretzin and Jody Glidden discuss:

• The evolution and growing impact of AI in professional services
• Challenges lawyers face in client relationship management
• The limitations and future of traditional CRMs
• Strategies for maintaining and expanding client relationships

Key Takeaways:

• 43% of clients leave law firms not because of service quality but due to poor communication and lack of follow-up.
• AI-powered tools like Postilize can monitor relationship gaps and generate personalized outreach suggestions for lawyers to approve and send.
• Keeping in touch with clients through relevant life or business events — like promotions, layoffs, or funding rounds — can significantly boost retention and trust.
• Many lawyers miss business opportunities by failing to engage multiple contacts ("multi-threading") within a client’s organization, risking total loss when one contact departs.

"If you can ever move [a relationship] to personal, I think then you’ve probably got them for life." —  Jody Glidden

Got a challenge growing your law practice? Email me at steve@fretzin.com with your toughest question, and I'll answer it live on the show—anonymously, just using your first name!

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

Thank you to our Sponsor!

Rankings.io: https://rankings.io/

Rainmakers Roundtable: https://www.fretzin.com/lawyer-coaching-and-training/peer-advisory-groups/
 

Episode References: 

Atomic Habits by James Clear: https://www.amazon.com/Atomic-Habits-Proven-Build-Break/dp/0735211299

About Jody Glidden: Jody Glidden is a seasoned entrepreneur, AI innovator, and the driving force behind Postilize, an AI-powered business development platform for professional services firms. With over two decades in tech, he's best known as the founder of Introhive, which he scaled to a $500 million valuation, delivering 40x returns for early investors. Under his leadership, Introhive grew to over 250,000 users at firms like PwC, Deloitte, DLA Piper, and Baker McKenzie. At Postilize, Jody applies his expertise in CRM, ERM, and AI automation to tackle challenges like missing relationship data, manual processes, and inconsistent client engagement. He integrates Generative AI and real-time event detection to craft personalized outreach and drive scalable relationship management, retention, and client acquisition.

Connect with Jody Glidden:  

Website: https://www.postilize.com

Email: jody.glidden@postilize.com

LinkedIn: https://www.linkedin.com/in/jodyglidden/ & https://www.linkedin.com/company/postilize/

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.

Website: Fretzin.com

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science and more!

YouTube: Steve Fretzin

Call Steve directly at 847-602-6911
 

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In this episode, Steve Fretzin and Kyle Hebenstreit discuss:

• The evolving legal industry landscape due to institutional capital and Big Four involvement
• Rising competition and channel fragmentation in legal marketing
• Strategic marketing approaches tailored to client personas and firm types
• Operational and budgetary decisions that influence long-term law firm growth

Key Takeaways:

• Private equity and institutional capital are transforming the legal industry, creating new acquisition and exit opportunities for small, consumer-facing law firms.
• Social media platforms like LinkedIn and Meta hold high potential for law firms, yet are underutilized, especially with organic content for referrals and paid campaigns for brand awareness.
• Law firms should begin their marketing strategy by analyzing successful recent clients and understanding how they found them before setting a marketing budget.
• When choosing a marketing partner, inquire about client-to-manager ratios, review actual KPIs, and check references, much like when hiring a full-time employee.

"If you're staying top of mind for your professional network... you can help augment referral traffic that way." —  Kyle Hebenstreit

Got a challenge growing your law practice? Email me at steve@fretzin.com with your toughest question, and I'll answer it live on the show—anonymously, just using your first name!

Thank you to our Sponsor!

Rankings.io: https://rankings.io/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

Episode References: 

The Hard Thing About Hard Things by Ben Horowitz: https://www.amazon.com/Hard-Thing-About-Things-Building/dp/0062273205

About Kyle Hebenstreit: Kyle Hebenstreit is the Chief Executive Officer of PracticeMadePerfect (PMP), where he leads a team dedicated to helping law firms grow through tailored, data-driven marketing solutions. With nearly 20 years of experience across consulting, media, and entrepreneurship, Kyle brings a strategic mindset and a passion for client success. Before joining PMP, he held leadership roles at Deloitte Consulting, Skydance Productions, and served as an Entrepreneur in Residence at NextGen Growth Partners.

Connect with Kyle Hebenstreit:  

Website: http://www.pmpmg.com/

Email: khebenstreit@pmpmg.com

Phone: 3174109640

LinkedIn: https://www.linkedin.com/in/hhebenstreit/

& https://www.linkedin.com/company/pmpmg

Facebook: https://www.facebook.com/pmpmg

Instagram: https://www.instagram.com/pmpmarketinggroup/

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.

Website: Fretzin.com

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science and more!

YouTube: Steve Fretzin

Call Steve directly at 847-602-6911

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In this episode, Steve Fretzin and Ed Levy discuss:

• Building and nurturing authentic client relationships in professional services
• Increasing referrals through trust and engagement
• The psychological value of personalized client appreciation
• The role of networking and peer communities in growing a legal practice

Key Takeaways:

• Small, personal gestures—like handwritten notes or thoughtful gifts—can leave a lasting emotional impact and increase client loyalty.
• Lawyers who genuinely engage with clients beyond transactions are more likely to receive organic referrals.
• Membership in curated networking groups like Provisors can create structured opportunities to both give and receive high-value referrals.
• Understanding what truly matters to a client—personally and professionally—helps legal professionals build trust and long-term partnerships.

"The most important thing, even with no budget at all, is to separate the business from the appreciation and the emotional connections that you're trying to build." —  Ed Levy

Got a challenge growing your law practice? Email me at steve@fretzin.com with your toughest question, and I'll answer it live on the show—anonymously, just using your first name!

Thank you to our Sponsors!

Rankings.io: https://rankings.io/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

Episode References: 

Got Your Attention? by Sam Horn: https://www.amazon.com/Got-Your-Attention-Intrigue-Connect/dp/1626562504

About Ed Levy: Ed Levy is the owner and president of Edventure Promotions, a company built on two core principles: spend clients’ money as if it were our own and exhaust all possibilities to deliver exceptional results. With over 20 years of experience, Ed has led the company to become a trusted partner to globally recognized brands and organizations of all sizes. He created I Love My PI Lawyer—a groundbreaking program that uses curated gifting experiences to help personal injury lawyers deepen client relationships, increase referrals, and stand out in a competitive market. Ed’s approach emphasizes promotional products as strategic communication tools that drive measurable engagement and campaign success. He remains passionate about helping PI lawyers and professionals elevate their marketing strategies through innovative, results-driven solutions.

Connect with Ed Levy:  

Website: https://www.edventurepromotions.com/ilovemypilawyer

LinkedIn: https://www.linkedin.com/in/edlevy/ & https://www.linkedin.com/company/edventure-promotions/

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.

Website: Fretzin.com

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science and more!

YouTube: Steve Fretzin

Call Steve directly at 847-602-6911

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In this episode, Steve Fretzin and Alex Geisler discuss:

• Building long-term client loyalty in legal practice
• Structuring legal work around client expectations and needs
• Improving legal service delivery through lean process thinking
• Developing deeper relationships through proactive, strategic communication

Key Takeaways:

• Long-term client loyalty is built through the TREE approach: Transparency in communication, Reliability in service, Efficiency in delivery, and clear Expectations that align with the client's goals.
• Lawyers can create stronger, “stickier” client relationships by going beyond transactional work and offering value through strategic thinking and curiosity.
• A structured approach to legal work—planning, executing, reviewing, and improving—can lead to better results, stronger client trust, and greater efficiency.
• Understanding the client’s definition of success early on, and tailoring the legal approach accordingly, is key to exceeding expectations and retaining business.

"There's no substitute for knowing yourself and knowing your purpose. There's no substitute for knowing your client. And just keep checking in on yourself and checking in on your client." —  Alex Geisler

Got a challenge growing your law practice? Email me at steve@fretzin.com with your toughest question, and I'll answer it live on the show—anonymously, just using your first name!

Thank you to our Sponsors!

Rankings.io: https://rankings.io/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

Episode References: 

Tao Te Ching by Lao Tzu: https://terebess.hu/english/tao/mitchell.html

About Alex Geisler: Alex's career was spent in three environments: in-house, at Big Law, and with manufacturers. He then harnessed these experiences to create Lean Law, a consultancy devoted to helping lawyers turn new business into repeat business. In addition to personal coaching, his ideas can be accessed through the acclaimed Lean Adviser online curriculum, his Lean Briefing—which receives 40,000 hits each week—and his books and papers.

Connect with Alex Geisler:  

Website: https://www.leanlaw.co/

LinkedIn: https://www.linkedin.com/in/alex-geisler-05b5761a/

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.

Website: Fretzin.com

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science and more!

YouTube: Steve Fretzin

Call Steve directly at 847-602-6911

Audio production by Turnkey Podcast Productions.

 You're the expert. Your podcast will prove it.