Client acquisition for mediators: referrers, directories, talks and Google

How mediations come about

A mediation needs at least two people to say yes. The first person often isn't searching for “mediation” at all, but for a solution to a problem: a separation without a war, an end to the conflict in the team, a fair way to divide the family home. Someone else often shows them the way to mediation. The second person then has to be convinced that you are not on the first person's side. Marketing for mediators therefore has two goals: being known to those who see conflicts first, and building trust with both parties in the conflict.

Referrers: who sees conflicts first

Referrers only recommend you if they know three things: what you stand for, how you work and that their clients are in good hands with you. Focus on those who match your fields of mediation:

• Lawyers in family, inheritance, employment and company law. They value mediators who leave the legal implementation to them and document final agreements properly.
• Family counselling centres and parenting advice services. Many couples go there first; a talk to the centre's team does more than a flyer in the waiting room.
• Youth welfare office (Jugendamt in Germany, Kinder- und Jugendhilfe in Austria): in disputes over children they often refer to mediation. Inform them factually about your services and, in Austria, about funded family mediation if you are on the Federal Chancellery's list.
• HR departments, works councils and management for workplace conflicts. They need clarity about the assignment, confidentiality and costs.
• Courts: in Austria, the court can order participation in an initial meeting about mediation in custody and contact proceedings (§ 107 Abs 3 AußStrG). In Germany, courts can suggest mediation (§ 278a ZPO) and order an information meeting in divorce matters (§ 135 FamFG). Courts don't recommend individuals, but they point to lists and networks.
• Notaries and tax advisers in inheritance and business succession, when the family can't agree.

Make it easy for referrers: a dedicated page on your website with your fields of mediation, process, fees, languages, online option and a note on how the other party is invited. They can forward this page to their clients instead of explaining your services on the phone.

Referrals without anything in return and without dependence

Here the countries differ. In Austria, registered mediators may not give, accept or promise any payment for referring or recommending clients; such agreements are void (§ 15 Abs 2 ZivMediatG). In Germany there is no mediation-specific ban on referral fees, but mediators must disclose all circumstances that may affect their independence and neutrality (§ 3 Abs 1 MediationsG). Lawyers may not give or accept benefits for referring work in any case (§ 49b Abs 3 BRAO).

Directories: the official list and associations

In Austria, the list kept by the Ministry of Justice is your most important entry: courts, lawyers and clients check there whether someone is registered. Add your fields of work, languages and website, and make sure the same focus areas appear on your website and in your Google profile. In Germany, association directories take on this role; those listed there with focus areas and location are found by referrers. More on directories in the article Online directories for firms.

Talks, workshops and articles

Mediation needs explaining. Someone who has heard you speak for 45 minutes on “Separating with children: what parents can settle themselves” will recommend you more readily than after receiving a business card. Good platforms are adult education centres, parents' associations, family counselling centres, regional bar associations, chambers of commerce, business associations and HR networks.

Google profile and reviews with neutrality

For family, neighbour and inheritance mediation, many people search locally. A complete Google Business Profile with your real name, a suitable category, address, photos of the meeting room and your fields of mediation under “Services” is therefore a must. Reviews are tricky because two principles meet: confidentiality and impartiality.

LinkedIn and content for business mediation

Business mediation is rarely searched for on Google and almost never chosen on the basis of reviews. Assignments come from managing directors, HR managers and lawyers who know you. LinkedIn is the right place for that. A complete profile with your original profession, title and focus areas, plus a factual post every two weeks, is often enough to stay present with the right people.

• Topics: the cost of an unresolved conflict in a team, mediation clauses in shareholder agreements, how to prepare a conflict conversation with both parties.
• No cases: even disguised stories from companies are risky, because industry and region allow conclusions. Stick to typical situations.
• Stay neutral: posts that portray employers or employees as “opponents” damage your credibility with the other side.
• Lead on: every post links to a page on your website, for example on business mediation or an article. More in LinkedIn for firms and Writing expert articles.

Which advertising rules apply

Mediators without a chamber profession have no advertising law of their own in either country, but they do have clear limits. Anyone who is also a lawyer, notary or tax adviser is additionally bound by the advertising rules of that profession.

The details with sample wording are in advertising for mediators in Austria and advertising for mediators in Germany. How the website itself should be structured is described in The website for mediators.