The best way to get bankruptcy attorney clients costs almost nothing: it takes a list, a message, and persistence. New virtual bankruptcy assistants (VBAs) and bankruptcy petition specialists often assume they need a marketing budget. They don't. Attorneys hire people they know and trust, so the real work is becoming a known name in the bankruptcy community, one conversation at a time.
Here are ten free tactics for marketing to bankruptcy attorneys, followed by a follow-up plan. For paid or mailing-based approaches, see tips for marketing to attorneys and how to build a portfolio.
Before you market: get your message right
Attorneys care about three things: time, money, and risk. Your message should say how you give them more of the first two and less of the third.
- Time: “I draft petitions from your intake so your staff can focus on clients.”
- Money: “You take on more cases without adding payroll.”
- Risk: “Every petition comes with sourced values and a note of issues for your review.”
Learn why firms outsource in 7 Reasons Attorneys Outsource Bankruptcy Petition Prep. And keep your wording clean: avoid the word “legal” in your name and ads, and say you are not an attorney. See Unauthorized Practice of Law.
10 free ways of marketing to bankruptcy attorneys
1. Build a target list from public information
Start with the bankruptcy attorneys in your own area. You can find them through your state bar's lawyer directory, the court's list of attorneys, and by searching PACER to see which firms file the most consumer petitions in your district. The firms filing dozens of cases a month are the ones most likely to need help. If you want a head start, the Bankruptcy Attorney Marketing List contains more than 2,400 attorneys.
2. Join the local bankruptcy bar
Many local and state bankruptcy bar associations offer associate or affiliate memberships to non-attorneys, and their meetings and educational events are exactly where attorneys gather. Go, listen, and introduce yourself. Attend more than once: familiarity builds trust.
3. Make LinkedIn work for you
Create a professional profile that says what you do in plain terms (“Virtual bankruptcy assistant drafting Chapter 7 and 13 petitions for law firms”). Connect with local bankruptcy attorneys, trustees' offices, and paralegals, and share short, useful posts about petition accuracy. Don't pitch in the connection request: introduce yourself and offer something helpful.
4. Show up where attorneys already are
Bankruptcy court is a small community. Watching a meeting of creditors (when open to the public in your district) or a court calendar shows you who the active attorneys are and how they work. Be respectful, don't interrupt, and follow up afterward with a short, polite note. Our guide to the 341 meeting explains what to expect.
5. Offer a free test draft
The lowest-risk way for an attorney to try you is a free sample. Offer to draft one petition from a real file, or from a sample file they provide with the debtor's details removed. Treat it as the best advertisement you have: accurate, on time, and accompanied by your research and issues note.
6. Ask for referrals from every attorney you work with
Satisfied attorneys know other attorneys. After the first few good petitions, ask: “Is there a colleague who might also need help with petition prep?” A referral from a trusted peer is worth more than any cold email.
7. Be useful in online groups
Online groups for bankruptcy professionals and law-firm staff are a good place to answer technical questions about forms and software. Share what you know, don't advertise, and let your helpfulness do the marketing. Community resources like NAVBA, the professional association for bankruptcy assistants, can also connect you with peers.
8. Publish helpful content
Write short articles or posts for your own website that answer the questions attorneys' staff search for: how to prepare for a 341 meeting, how to organize client documents, how to handle missing pay stubs. Search engines reward helpful content, and attorneys who find your answers will already see you as a professional. Use your own words and examples, and link to your contact page.
9. Use a simple Google Business Profile and a one-page website
When an attorney searches for your name, they should find a clean one-page site and a profile that says what you do, how to contact you, and what you charge or how you quote. No fancy design needed, just credibility. See how to set up a virtual office.
10. Send a short, personal email, then follow up
A concise message that leads with the benefit, offers a free test draft, and links to your portfolio outperforms a long pitch. Send the first message, then follow up on a schedule (below). Some attorneys will say yes on the third or fourth contact, not the first.
A follow-up plan that works
| When | What to do |
|---|---|
| Day 0 | Send your personal email, with the portfolio or service sheet |
| Day 7 | Short follow-up: “Just checking you received this. Happy to send a free sample.” |
| Day 21 | Phone call to the office. Ask if they use outside help for petitions, and who handles it. |
| Day 45 | Send something useful with no ask, such as a short checklist or a tip for their staff |
| Quarterly | A friendly check-in. Busy seasons change, and so do staffing needs. |
Keep a simple spreadsheet of who you contacted, when, what they said, and the next step. Persistence is the strategy. Many VBAs who build steady businesses report that it took months of consistent follow-up before the first attorney said yes, and that once one did, referrals followed.
What to avoid
- Mass blasts to purchased lists with no personalization
- Underpricing to win a first client. See What Is a VBA's Going Rate? and Do They Say Your Prices Are Too High?
- Claims you can't back up, including about credentials or results
- Anything that sounds like legal advice to debtors or implies you can represent them
Get everything you need to market and deliver. The Chapter 7 & 13 training and certification system teaches you to draft petitions attorneys trust, and includes marketing resources such as the Business Plan and Marketing Materials and How to Quickly Grow a Bankruptcy Document Service. Not ready yet? Start with the free petition preparer training guide.
Frequently asked questions
How long does it take to get the first attorney client?
It varies widely. Consistent outreach and follow-up matter more than any single tactic, and many people see their first client within a few months.
Should I specialize in Chapter 7 or Chapter 13?
Many firms need help with both, and Chapter 13 plans are often the harder work. Being able to draft both opens more doors. See Chapter 7 or Chapter 13 Bankruptcy?
Do I need a website?
A simple one-page site helps, because attorneys will look you up. It does not need to be elaborate.
This article is general education, not legal advice. Check your state's rules on advertising and on working with attorneys. Questions about 713 Training? See the FAQ.