Advanced Legal Marketing for Law Firms

Episode 32In this episode of the Circle of Trust Podcast, hosted by law firm CMO Keith Dyer and sponsored by LEXGRO, Keith interviews Jason Cullen, a Massachusetts estate planning and probate attorney who has been a firefighter for over 20 years and became a licensed attorney at 42, opening his own practice immediately.Jason explains how his grandfather’s late-life career change inspired him, why he chose transactional work over litigation to fit his schedule, and how research showed most people needed estate planning or probate services.They discuss leveraging community referrals, the importance of Google reviews for social proof and search visibility, and balancing working “in” versus “on” the business while scaling and delegating. Keith outlines a law firm marketing funnel focused on specific services, intake, digital search, branding, seminars, and platforms like Facebook and LinkedIn.