How do you actually generate business doing ID? I go to bar events, conferences and the like but besides saying “I do insurance defense” I don’t know how to bring people in.

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To generate business, you need to work your way in to be backup counsel when conflicts arise. You need to try to get onto the carrier panels. That means attending professional conferences, getting speaking engagements, writing articles on specific areas, hosting CEs, and doing things that make claims professionals talk to you. Also desk work marketing. You talk to the claims professional and if they like you they will pick you as their attorney in the future.

Bar events may get you to connections that you could refer to work at your company, but aren’t likely to lead to insurance contacts. However, I will say that when my firm is conflicted out, they carrier often asks who I recommend. In that regard, those bar connections are helpful.

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There are examples of people who inherit work or get it from friends. Assuming you’re not one of those lucky few, it’s about building relationships with adjusters. The tough part is it takes a long time. You probably won’t get a case the first time you meet, maybe not the 5th time. You want to keep your name in front of the adjusters. Speak at conferences, post useful stuff in your area of expertise. Any opportunity to go to dinner/lunch/coffee/drink whatever. It takes a lot of time and effort. It’s not for everyone.

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In addition to what’s been said, keep in touch with law school and college friends, as well as former colleagues from your firm. They sometimes become adjusters or risk managers or in-house counsel. If they remember you well and know how to get in touch with you they will send you work.

It’s a long game and requires time investment. I would imagine business litigation and IP litigation is similar.

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That’s what I’ve heard. And you may not get any cases for a year and then suddenly out of the blue, you will get a case from a carrier.

Following. A senior associate at my firm said to talk to the adjusters that send cases that the partners include me on… but the adjuster won’t just start sending me cases instead of that partner

They eventually will. Once you start doing the majority of the communication, they could assign them directly to you. If you are the one picking up the phone and responding to emails, they will start going to you.

You could try working with brokers too. They can have attorneys/firms added to the carriers panel list if they push hard enough.

It's a lot harder now than pre covid when you could show up at an insurers office and put on a dog and pony show. I got a lot of my clients by just showing everywhere. Don't go where there are always lawyers. Go to industry conferences, chamber, hr events, anything and anything to meet people. Go early and talk, be one of the last to leave. Don't be afraid to just ask for a file either. If you don't ask, they may never send

It’s tough. I am friends with a solo ID guy that became close with some of the adjusters for a major auto carrier while he was at an ID firm, and when he left, they still wanted to have him on their panel. They now give him a ton of business

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