Few things drain a resolution firm faster than a calendar full of consultations that could never become cases. The fix is not fewer enquiries. It is qualification built into every step, from the ad to the first call.
Start by writing down what qualified means
Before any campaign runs, agree the rules in writing. For most resolution firms they cover four things:
- Balance. The minimum IRS or state liability worth a consultation, often $10,000 or $20,000, set from your minimum fee.
- Enforcement stage. Notices received, such as CP504 or LT11, and whether a levy, garnishment or lien is active.
- Case type. Individual or business, federal or state, filed or unfiled, and anything outside your practice areas.
- Willingness to engage. Whether the person understands this is professional, paid representation.
Qualify in the ad
The first filter is the message itself. An ad that speaks to people with a specific notice or a balance above a threshold attracts them and quietly repels everyone else. Vague, fear-led ads attract everyone, which is why they produce cheap leads and expensive cases.
Qualify in the form
A short, guided form of four or five steps does the heavy lifting. Ask one question per screen, in plain English:
- Roughly how much do you owe? Use ranges, not exact figures.
- Which notices have you received?
- Is a levy, garnishment or lien active right now?
- How many years are unfiled, if any?
- The best number and time to reach you.
Never ask for Social Security or account numbers at this stage. People who fall below your threshold should see a helpful next step, not a dead end.
Qualify on the first call
A setter or intake specialist confirms the answers, checks the notices and listens for urgency. The goal is not to sell. It is to make sure your practitioner spends the consultation on strategy, not discovery.
Route by urgency
An active levy or garnishment is a different conversation from a balance with no enforcement. Flag urgent cases so they reach your team first, and book them sooner.
Measure what matters
Track the share of enquiries that meet your rules, cost per qualified consultation, show rate and close rate. If qualified volume is too low, loosen the threshold slightly. If close rates are poor, tighten it. Small changes to the rules often matter more than changes to the budget.
If you would like help defining or tightening your qualification rules, book a strategy call.