BUILDING A REPEAT-CLIENT ECOSYSTEM: FROM ONE-OFF BRIEFS TO LIFETIME RETAINERS- A LEGAL APPRAISAL

Abstract

The legal profession is a noble profession requiring a unique way of attracting clients. A good lawyer must not only be knowledgeable in law but must intentionally focus on building his clientele and ensuring that they are sustainably retained where necessary. The aim of this article is to appraise how to build a repeat-client ecosystem, from one-off briefs to lifetime retainers. The research methodology adopted is the doctrinal research methodology, using primary and secondary sources of law. The primary sources include: the Constitution, the Legal Practitioners Act 1975 and the Rules of Professional Conduct for Legal Practitioners 2023 and juridical authorities, to mention but a few. It was found amongst other things that joining a law firm for a start, joining an active and responsible community, displaying a signpost, creating an informed online visibility, performing your legal task with utmost competence and continuous development are some of the ways lawyers can build a repeat-client ecosystem. It is the recommendation of this article inter alia that to sustainably retain a client, the focus should shift from making profit to clients’ creation and satisfaction. This is because if clients are created and satisfied, they will be retained and if they are retained profit will definitely follow.