"Leads" covers a lot of ground. A record in your CRM, a claimant on the phone with your intake team and a case with a signed retainer are three very different products — with different prices, different workloads and different results. Picking the right one depends less on the leads and more on how your firm runs intake.
Lead forms
A lead form is a claimant's details — name, phone, email, accident information and answers to screening questions — delivered to your firm in real time. Your team makes the first call.
Works best when:
- You have a dedicated intake team that can call within minutes.
- You want the lowest cost per lead and full control of the first conversation.
- You already track contact and sign rates closely.
Watch out for: slow follow-up. A lead form is only as good as your speed to lead. If calls go out hours later, the cost per signed case climbs quickly. Our post on speed to lead covers how to fix that.
Live transfers
With a live transfer, a screener speaks to the claimant first, confirms the key details, then connects the call directly to your intake line. Your team picks up a warm conversation with someone who is expecting them.
Works best when:
- Your intake team is small or stretched, and callbacks get missed.
- You want to skip the "can't reach them" stage entirely.
- You need coverage for hours when your team can't respond instantly.
Watch out for: routing. Transfers only work if someone answers. Agree on hours, overflow numbers and what happens when your line is busy.
Signed retainers
A signed-retainer case arrives with the claimant's agreement already executed on your firm's paperwork, along with the intake details. Your team opens the file and starts work.
Works best when:
- You want to grow caseload without hiring more intake staff.
- You have clear case criteria and standard retainer paperwork.
- Predictable case volume matters more than the lowest cost per case.
Watch out for: fit and compliance. Make sure the retainer process follows your state's rules and your firm's standards, and that you're comfortable with how cases are introduced to your firm.
Side by side
| Lead forms | Live transfers | Signed retainers | |
|---|---|---|---|
| Who makes first contact | Your team | Screener, then your team | Handled before delivery |
| Intake workload | Highest | Medium | Lowest |
| Price per unit | Lowest | Middle | Highest |
| Biggest risk | Slow follow-up | Missed transfers | Case fit |
Most firms use a mix
There's no rule that says you have to pick one. A common setup is lead forms during business hours, when the team can call instantly, and live transfers in the evenings and on weekends. Firms trying to grow without hiring often add a monthly block of signed retainers on top.
See what's included in each lead type, or tell us how your intake runs and we'll suggest a starting mix.