June 17, 2025 • 16 mins
https://justiceteamnetwork.com
In this week's episode, Bob Simon and guest Eric Transue delve into the innovations of digital marketing and AI in the legal industry. Eric, a digital marketing guru and AI specialist, shares insights from his career in real estate and how it translates to legal tech today. Learn about AI voice intake solutions, ethical considerations, and the future of attorney-client engagement.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Bob (00:02):
Hey, it's Bob Simon taking a break to tell you about CallRail.
CallRail is a product that my firm uses,and what CallRail does is it plugs into
your phone calls with your intake and withyour clients to record those phone calls
as real time transcripts so you can getintelligence and with the attorney share.
Plugin.
You can actually in real time, beable to send a referral out through
(00:23):
the marketplace to find the bestmatch all made possible with CallRail
being plugged into your firm's intakewith real intelligence CallRail.
Welcome to this episode of the JusticeTeam Podcast on the Justice Team Network.
I am your host, Bob Simon.
Today we're talking about.
The innovation of digital marketing,using artificial intelligence to do
(00:44):
voice intake, what's new in the legalindustry, and how artificial intelligence
is changing the landscape on howconsumers are finding attorneys, and
how you as a lawyer or a lead personin the legal space, can leverage a lot
of the opportunity out there to betterfind cases suited for you and what
to do if they're not suited for you.
And I work very honored tohave on the Eric TransU, who's
(01:04):
a digital marketing guru, andEric's gonna explain to you about.
Some exciting stuff in the legal field.
Eric (01:10):
Awesome.
Happy to be here, Bob.
Um, so like I said, I'm EricTransU, uh, computer science major.
I've worked as a network engineer for.
14 years, which kind of transitioned,uh, slowly into the AI space for me.
Um, and, uh, been working a lotnow in, in the legal field with
ai, which is absolutely movingat a lightning pace right now.
(01:33):
Before
Bob (01:34):
you, before you were in legal, um, you were in a
different kind of vertical, right?
Real estate?
Yeah, I was
Eric (01:38):
in real estate.
So originally I was with, um, acompany called Property First.
Who ended up merging with companyLoopNet, which was then purchased
by CoStar, who owns apartments.comand homes.com and all those.
And I was a network engineer,like I said there for 14 years.
I, uh, then my son was born, um, and Iwanted to be there a little bit more.
(01:59):
I couldn't just, uh, fly off toSan Francisco for the 24 hour
notice to go install servers.
And so I kind of started myown company, an SEO company
that I was doing on the side.
Bob (02:08):
Well, I mean, do you feel like the real, because it seems like
the real estate in industry was waymore innovative and on top of things
than the legal industry was usingAI and intake and things like that.
Eric (02:18):
Yeah, I, I think it is.
Um, you know, obviously there's.
A big lead generationplatform for real estate.
And when that first started, it was great.
Now, you know, I, I used to have tons ofreal estate sites out there to generate
leads, and I would see a lead come in onthis site and 10 minutes later, come in on
this site and then come in on this site.
So, you know, a real estate agent wasbuying a lead thinking they were the
(02:40):
exclusive person getting that lead,when in fact the consumer was signing
up on every site that popped up ontheir phone or on their computer.
And now you've had, you know.
A number of agents buying thesame lead over and over again,
and it became very difficult.
Um, I find that the follow up wasthe biggest thing that was lacking.
You know, people thought,oh, I got a lead now.
(03:00):
This is a, a closed home thatI'm gonna be able to sell.
Oh, you gotta, you gotta gofast and you gotta go fast.
And you know, I started running alot of Facebook ads for real estate.
And the leads were good, but youcould hand the lead to two different
agents and one will tell you,Eric, you're giving me crap leads.
The other one, like, theseare the greatest leads ever.
And it really just turned out to be whatis the follow up and what's the timeline?
(03:20):
Because when you catch peopleon Facebook, they're a lot
earlier in the cycle usually.
Mm-hmm.
In the real estate world, it's not someonethat's already going to open houses.
They're really juststarting their research.
And what happened in the realestate field, which I think
is gonna continue to change.
A lot of the consumers knew more aboutthe market and the houses than the
real estate agents because there wasso much information, access to data
(03:40):
and so much information out there.
Bob (03:42):
Well, what are we seeing now?
'cause you know, Eric, bill, whatwe're using at our law firm for AI,
voice intake, and I think a lot ofpeople are very interested in, in it.
Um, and I know you're startingto offer workshops at Justice
HQ to show people how to build.
This exact product.
So can you kind of walk us through whatyou built, the guardrails that you put on
(04:03):
it, and kind of the use case that, likemy firm for instance, is using it for?
Eric (04:07):
Yeah, of course.
So the voice AI is not necessarilyto replace an intake team, but
it's there to do some filtering.
'cause you are gonna get.
A lot of spam calls, depending on the timeof the year, you get a lot of political
calls and all of that takes manpower inorder to, you know, filter those out.
Right.
And when it comes to legal, you know,a lot of us are in certain areas, so
(04:30):
for instance, in a personal injuryattorney, but we get calls for evictions
or business law and that's gonna takeup time with the intake team when
those people call to vet that out,figure out where to, where to put it.
Route them to a different firm.
So what the AI can do, and, and we rolledit out initially just on the after hour
calls because, um, you usually pay, youknow, VAs or whoever it is, some sort
(04:55):
of after hour service to take thosecalls, which could easily be done by ai.
Now, with the guardrails you'retalking about, what we've put in
is, okay, this is our wheelhouse.
If something falls into thislocation or this type of matter.
Keep it in-house, send it to our CRM,which happens to be Cleo Grow right now.
Mm-hmm.
But whatever CRM you're using,you could route it there.
(05:16):
If it's not, what do we do with this?
Yeah.
If
Bob (05:19):
it, if it goes, if it meets your firm, criteria of what you built
goes to our firm, it could hot orwarm transfer to our intake team.
All that calls recorded, transcribed,goes directly into Clio Grow.
Eric (05:30):
And that's the great thing about the AI is, is it
all comes down to the prompting.
So you can make certain calls.
Like if you say a certain thingon that call, I could say, Hey,
trigger this now and do this.
So basically I've got a back injury.
Okay, boom.
We're gonna high priority this, we'regonna do a warmer transfer, or we're
gonna blast off a text message or anemail to alert someone that we need to
(05:50):
get back to this caller immediately.
Or like I said, just transfer themwarm right there to a phone number,
and that can be picked based offwhat they said earlier in the call.
The call is completely transcribed.
You could.
Do things off of that transcriptionat any time during the call, or
it could just be sent into the CRMas well, so at least they have all
the context and not just a summary.
(06:12):
You could go back and read through.
Bob (06:13):
Yeah, and the ethical guardrails are you have to disclose, correct.
You're using artificial intelligence.
There's a way that you do it.
If you call our number, it's eight four.
Four.
Get team or the team?
The team.
The team.
Yeah.
Sorry.
Eight, four.
Four.
The team, if you call thatyou'll be able to talk to our.
AI voice agent to see what Eric built.
But the guardrails, it'll let youknow it's artificial intelligence.
(06:34):
You could tell if it meets ourfirm criteria that it's gonna
say that our someone from ourteam's gonna call you back.
It cannot give legal advice.
You can try to trick it.
It will not, and it will tellyou that it's gonna have a
lawyer from our team call you.
But the interesting thing is, what you'vebuilt with the integration with attorney
share is if it doesn't meet your firmcriteria, and it's still a valid case,
(06:55):
that if somebody helps with what happens.
Eric (06:58):
Well, if it's still a valid case that someone needs help with, it's
gonna be sent in to attorney share,which then could be, you know, routed
out to whatever attorneys in thesystem match that particular matter,
and there'll be other notificationsor waterfalls or however you've set up
your account with an attorney share.
Um, that this could, now you canmonetize these matters that normally
you wouldn't, you wouldn't handle
Bob (07:19):
and track them all and track
Eric (07:20):
them all.
Bob (07:21):
There's no reason why a lawyer would have to hang up the
phone and say, I can't help you.
Eric (07:24):
Yeah.
Right.
And you know, we, we connect theknowledge base to all of this, so it
will answer all your normal questionsthat may come in, you know, what are
your hours, where are you located?
Um, you could really put anything inthat knowledge base that you want to
really answer all those questions.
Because someone may call in and then,you know, they start to, they're talking
to AI and they wanna play around.
They, they always do that.
Okay.
(07:44):
How long have you beenin business, you know?
What cases have you tried?
And all of that could be put intoa knowledge base to answer a lot
of questions, that, to be honest,a front desk person may not even
know the answers to exactly.
So,
Bob (07:56):
and then, um.
How many calls can it handle at a time?
Eric (08:00):
Well, that could be ramped up, uh, pretty quickly.
There's different plans dependingon the service that you're using.
There's a lot of services out thereright now that are offering AI calling.
Um, we're using a, a platformthat gives us some flexibility in
order to ramp up as we need to.
Um, but.
Most of 'em out there, depending onhow much you're willing to pay there,
there's really no limit on how manycalls they can have at the time.
(08:21):
Yeah, I've heard
Bob (08:21):
some that could do hundreds of calls at the same time.
Eric (08:24):
Yeah.
Like most of them, the basic plan willdo 30 concurrent calls out the box Wow.
At a time, which most, you know,a law firm's not gonna have 30
people calling at the same time.
Most of, unless you're running acrazy ad or got some crazy press,
uh, immediately that, that'sdriving people to call the firm.
But for most.
The basic plans on most of these aregoing to, um, satisfy what you need.
(08:46):
The other part is.
The voices are constantly getting updated.
Those are getting better and better.
I mean, just the voice from threemonths ago compared to today is
so much different and it's so,
Bob (08:54):
it's pleasant to talk to.
It's empathetic.
It listens.
It can also speak different languages,
Eric (08:58):
right?
It could speak different languages.
They're multilingual.
The, the latency is reallycoming down on these.
Um, and, and the different modelsare just being able to process the
data quicker and get back to you.
Now there's a fine line there, you know,where something's answering too fast.
For instance, when I used to run my leadgeneration sites, when someone signed up.
They'd get a text messageimmediately, but this text messages
(09:19):
was three or four sentences.
They knew right away this wasn't,you know, it didn't seem natural.
They knew it wasn't a real person,but it also didn't seem natural
and you didn't get those replies.
So trying to put some of that inthere, you know, you could have the
box with, um, and uh, and, and youcould do so much programming there.
Where they do get caught up sometimesis some of the natural language stuff.
For instance, when we were first settingup our bot, you know, you'd say I was
(09:42):
in an accident on the 4 0 5 freeway.
And I says, okay, so you were on theaccident, an accident on the 405 freeway.
So, you know, you gotta playwith some of that stuff.
And there's constanttweaking and prompting.
But man, it, it's, it's really good.
And, and what you can push out right now,um, with very little expertise mm-hmm.
(10:03):
Is amazing.
But where you got it?
Watch out is like you said, the guardrail.
So it doesn't go off andstart giving legal advice or,
or doing these weird things.
Yes.
That you in trouble.
Law firms.
Bob (10:13):
Yeah.
Law firms have to own the intake.
It's as if that personworks for your firm.
Right.
Right.
So first of all, people reach out toyou, just e transue@justiceteam.com?
Yes.
T-R-A-N-S-U-E.
E transu@justiceteam.com and Ericwill walk you through the process.
Yeah.
And help you set these things up.
We always say like instead of goingjust one to your firm, go one to all
(10:34):
with the attorney share plugin becauseit'll auto post the cases for you.
Then you can track everything.
Um, I. These things are all so lowcost now because of technology.
It's crazy.
I never thought we could competein the quote unquote call center.
Eric (10:47):
They are, and the cost is going down because the models
are competing against each other.
Now you've got Claude with Anthropic,you've got Chat, GPT, and all of them are
coming out with their different models andit's just a race like the best one today.
It's not gonna be the best one next week,but there's testing and you gotta get to
a certain point where it's enough, right?
There's always more.
You could always be chasing more.
I gotta get better, better.
(11:08):
But if you've got a model that'sworking and it's answering your
calls and doing everything you needto, that's where you gotta watch
out because you tweak too much.
Now you've taken it off the rails again.
So obviously we have different phonenumbers so that I could test these
new models and we're not testing it onour live one that we know is working.
Right.
But you've gotta constantly be testingbecause it is getting better and the
prompts are getting smarter and smarter.
Bob (11:30):
I mean, even if you, I mean, if you just do the math and I think.
The numbers are probably under this,but for a qualified call that's probably
say 50 cents a minute using AI intake.
The other ones are a lotmore if you have a, you know,
manpower answering those phones.
Now that's essentiallywhat, 30 bucks an hour?
Am I doing math right?
Like I. If you just have that maxed out,I mean, you're not gonna be able to get
(11:53):
that quality of service for $30 an hour.
It'll be less, be less, butlike that's, that's phenomenal.
Eric (11:58):
And also you have someone trans through your phone.
Yeah.
You know, they may, you'repaying them per hour.
Where here you're paying per minute.
You're only paying when thecall is actually happening.
So, you know, you.
You're winning there and like I said,you're getting the transcription and
you're getting the alerts and the hottransfer and the world transfer or
however you wanna set up the system.
Bob (12:16):
Yeah, and here's what I'd recommend for lawyers watching
or listing is yes, you know,play around with this, set it up.
It's an easy way for you to not only getcases in your wheelhouse, but be able to
find those referral networks or peopleyou're currently working with to auto
push them through this auto posting andbe able to track all of those things.
And there's no reason why youshouldn't have the ability to.
Say you can help consumers find thebest fit for all these practice areas,
(12:38):
whether it's mass torts or familylaw or stuff outside your wheelhouse.
'cause you have a goodquality home for it, right?
That's a service.
That's something that you can do.
Um, and then on the other end, if speed,just like you said in the real estate
game, if somebody's putting a case andyou see these pings, these hot, hot cases
coming through, attorney share, that meansthat there's usually a consumer that's
on the line or quickly off the line.
There's nothing stopping anybodyfrom essentially getting those cases
(13:00):
broker and you get to see if it'sgood enough for them or maybe somebody
else, or giving that person their AIintake number to call to keep the.
Conversation going till their team canget on the phone to help that consumer
Eric (13:10):
e Exactly.
Yeah.
Because, you know, a lot ofthese calls come in after hours.
Mm-hmm.
And when someone searches in the legalniche, obviously the, one of the top
things showing up in Google is gonnabe the Google Maps results, right.
For your local firms.
And if someone calls the first firmand, and they don't answer or they go to
voicemail, most of them are gonna go downto number two and call that second person.
So now, I mean, you did all thiswork to rank there, um, and get
(13:33):
that call, and you've already lostthat client because you didn't have
someone that was able to answer theirquestions at the time that they called.
Bob (13:39):
Do you think it's gonna be easier for good quality lawyers and law firms
to now compete in this, in this space?
Eric (13:48):
I think so, um, obviously there's a lot of changes for
how a client is finding a firm.
You know, when you search Googlenow, I mean the top quarter
of the page is an AI answer.
Usually there's a summarythere, so there's a lot more.
Bob (14:03):
Usually I stop there too.
It's like, oh, most good.
Yeah, there's a lot
Eric (14:05):
more zero click searches they call it, where basically you search
and you get the answer right away.
You don't have to click on awebsite anymore most of the time.
Um, so, but obviously Google makesmoney off their ad, so the ads
are still appearing above that AIsearch, depending on most searches.
Then you'll have the AI summary, andthen you'll usually have the local,
the map pack, um, there, and thenthe websites are being pushed all the
way to the bottom of that page, but.
(14:27):
I don't think websites go awaybecause a lot of that AI data and
the answers that Google is pullingare coming from those websites.
So I think firms that are buildingwebsites need to change from the
idea of, Hey, I need to just stuffkeywords in here to rank for whatever
they're trying to rank for, toactually answering the user's question.
(14:47):
So that they show up at the top.
For instance, a lot of searchesthat I track right now, they'll
give like three or four local firms.
And so I'm always trying to be in thereand I see our conversions on our website.
A lot of the searches arenow starting at chat GPT.
Wow.
Really?
So, yeah.
So, um, it's a different game
Bob (15:05):
and a lot of people are finding their lawyers 'cause they're a brand that
they don't recognize on social media.
So if you're watching or listening.
You should have an AI voice intakenumber and just have it on your
profile, like 8, 4, 4, the team,so you're not missing anything.
Right.
Right.
So people know how to contact you.
You could do it quickly.
You're never gonna miss the call.
And even if you cannot help them, youwill find the best partner for them.
(15:26):
Right.
Oh yeah.
What a brave new world.
Yep, man.
Well, Eric, thanks for coming on the show.
Um.
Reach out, you know, reachout the Justice team network.
If you have questions,reach out to Eric directly.
You know, I think we, this will likelyair June, 2025 or just a week or two
away from June by the time this airs.
And I think it's gonna changeexponentially and get better, faster,
stronger, and less expensive as we go.
Eric (15:46):
Yeah, it's great.
It's, it's exciting time.
Um, and like I said, just keepingup with it, staying ahead of it, and
providing answers to your clients, it's,it's gonna be amazing for attorneys.
Cool.
Bob (15:55):
Alright.
Well thanks for watching and listening tothis episode, the Justice Team Podcast.
Take care.
Thank you.
Hey, it's Bob Simon taking a break to tell you about CallRail.
CallRail is a product that my firm uses,and what CallRail does is it plugs into
your phone calls with your intake and withyour clients to record those phone calls
as real time transcripts so you can getintelligence and with the attorney share.
Plugin.
You can actually in real time, beable to send a referral out through
(00:23):
the marketplace to find the bestmatch all made possible with CallRail
being plugged into your firm's intakewith real intelligence CallRail.
Welcome to this episode of the JusticeTeam Podcast on the Justice Team Network.
I am your host, Bob Simon.
Today we're talking about.
The innovation of digital marketing,using artificial intelligence to do
(00:44):
voice intake, what's new in the legalindustry, and how artificial intelligence
is changing the landscape on howconsumers are finding attorneys, and
how you as a lawyer or a lead personin the legal space, can leverage a lot
of the opportunity out there to betterfind cases suited for you and what
to do if they're not suited for you.
And I work very honored tohave on the Eric TransU, who's
(01:04):
a digital marketing guru, andEric's gonna explain to you about.
Some exciting stuff in the legal field.
Eric (01:10):
Awesome.
Happy to be here, Bob.
Um, so like I said, I'm EricTransU, uh, computer science major.
I've worked as a network engineer for.
14 years, which kind of transitioned,uh, slowly into the AI space for me.
Um, and, uh, been working a lotnow in, in the legal field with
ai, which is absolutely movingat a lightning pace right now.
(01:33):
Before
Bob (01:34):
you, before you were in legal, um, you were in a
different kind of vertical, right?
Real estate?
Yeah, I was
Eric (01:38):
in real estate.
So originally I was with, um, acompany called Property First.
Who ended up merging with companyLoopNet, which was then purchased
by CoStar, who owns apartments.comand homes.com and all those.
And I was a network engineer,like I said there for 14 years.
I, uh, then my son was born, um, and Iwanted to be there a little bit more.
(01:59):
I couldn't just, uh, fly off toSan Francisco for the 24 hour
notice to go install servers.
And so I kind of started myown company, an SEO company
that I was doing on the side.
Bob (02:08):
Well, I mean, do you feel like the real, because it seems like
the real estate in industry was waymore innovative and on top of things
than the legal industry was usingAI and intake and things like that.
Eric (02:18):
Yeah, I, I think it is.
Um, you know, obviously there's.
A big lead generationplatform for real estate.
And when that first started, it was great.
Now, you know, I, I used to have tons ofreal estate sites out there to generate
leads, and I would see a lead come in onthis site and 10 minutes later, come in on
this site and then come in on this site.
So, you know, a real estate agent wasbuying a lead thinking they were the
(02:40):
exclusive person getting that lead,when in fact the consumer was signing
up on every site that popped up ontheir phone or on their computer.
And now you've had, you know.
A number of agents buying thesame lead over and over again,
and it became very difficult.
Um, I find that the follow up wasthe biggest thing that was lacking.
You know, people thought,oh, I got a lead now.
(03:00):
This is a, a closed home thatI'm gonna be able to sell.
Oh, you gotta, you gotta gofast and you gotta go fast.
And you know, I started running alot of Facebook ads for real estate.
And the leads were good, but youcould hand the lead to two different
agents and one will tell you,Eric, you're giving me crap leads.
The other one, like, theseare the greatest leads ever.
And it really just turned out to be whatis the follow up and what's the timeline?
(03:20):
Because when you catch peopleon Facebook, they're a lot
earlier in the cycle usually.
Mm-hmm.
In the real estate world, it's not someonethat's already going to open houses.
They're really juststarting their research.
And what happened in the realestate field, which I think
is gonna continue to change.
A lot of the consumers knew more aboutthe market and the houses than the
real estate agents because there wasso much information, access to data
(03:40):
and so much information out there.
Bob (03:42):
Well, what are we seeing now?
'cause you know, Eric, bill, whatwe're using at our law firm for AI,
voice intake, and I think a lot ofpeople are very interested in, in it.
Um, and I know you're startingto offer workshops at Justice
HQ to show people how to build.
This exact product.
So can you kind of walk us through whatyou built, the guardrails that you put on
(04:03):
it, and kind of the use case that, likemy firm for instance, is using it for?
Eric (04:07):
Yeah, of course.
So the voice AI is not necessarilyto replace an intake team, but
it's there to do some filtering.
'cause you are gonna get.
A lot of spam calls, depending on the timeof the year, you get a lot of political
calls and all of that takes manpower inorder to, you know, filter those out.
Right.
And when it comes to legal, you know,a lot of us are in certain areas, so
(04:30):
for instance, in a personal injuryattorney, but we get calls for evictions
or business law and that's gonna takeup time with the intake team when
those people call to vet that out,figure out where to, where to put it.
Route them to a different firm.
So what the AI can do, and, and we rolledit out initially just on the after hour
calls because, um, you usually pay, youknow, VAs or whoever it is, some sort
(04:55):
of after hour service to take thosecalls, which could easily be done by ai.
Now, with the guardrails you'retalking about, what we've put in
is, okay, this is our wheelhouse.
If something falls into thislocation or this type of matter.
Keep it in-house, send it to our CRM,which happens to be Cleo Grow right now.
Mm-hmm.
But whatever CRM you're using,you could route it there.
(05:16):
If it's not, what do we do with this?
Yeah.
If
Bob (05:19):
it, if it goes, if it meets your firm, criteria of what you built
goes to our firm, it could hot orwarm transfer to our intake team.
All that calls recorded, transcribed,goes directly into Clio Grow.
Eric (05:30):
And that's the great thing about the AI is, is it
all comes down to the prompting.
So you can make certain calls.
Like if you say a certain thingon that call, I could say, Hey,
trigger this now and do this.
So basically I've got a back injury.
Okay, boom.
We're gonna high priority this, we'regonna do a warmer transfer, or we're
gonna blast off a text message or anemail to alert someone that we need to
(05:50):
get back to this caller immediately.
Or like I said, just transfer themwarm right there to a phone number,
and that can be picked based offwhat they said earlier in the call.
The call is completely transcribed.
You could.
Do things off of that transcriptionat any time during the call, or
it could just be sent into the CRMas well, so at least they have all
the context and not just a summary.
(06:12):
You could go back and read through.
Bob (06:13):
Yeah, and the ethical guardrails are you have to disclose, correct.
You're using artificial intelligence.
There's a way that you do it.
If you call our number, it's eight four.
Four.
Get team or the team?
The team.
The team.
Yeah.
Sorry.
Eight, four.
Four.
The team, if you call thatyou'll be able to talk to our.
AI voice agent to see what Eric built.
But the guardrails, it'll let youknow it's artificial intelligence.
(06:34):
You could tell if it meets ourfirm criteria that it's gonna
say that our someone from ourteam's gonna call you back.
It cannot give legal advice.
You can try to trick it.
It will not, and it will tellyou that it's gonna have a
lawyer from our team call you.
But the interesting thing is, what you'vebuilt with the integration with attorney
share is if it doesn't meet your firmcriteria, and it's still a valid case,
(06:55):
that if somebody helps with what happens.
Eric (06:58):
Well, if it's still a valid case that someone needs help with, it's
gonna be sent in to attorney share,which then could be, you know, routed
out to whatever attorneys in thesystem match that particular matter,
and there'll be other notificationsor waterfalls or however you've set up
your account with an attorney share.
Um, that this could, now you canmonetize these matters that normally
you wouldn't, you wouldn't handle
Bob (07:19):
and track them all and track
Eric (07:20):
them all.
Bob (07:21):
There's no reason why a lawyer would have to hang up the
phone and say, I can't help you.
Eric (07:24):
Yeah.
Right.
And you know, we, we connect theknowledge base to all of this, so it
will answer all your normal questionsthat may come in, you know, what are
your hours, where are you located?
Um, you could really put anything inthat knowledge base that you want to
really answer all those questions.
Because someone may call in and then,you know, they start to, they're talking
to AI and they wanna play around.
They, they always do that.
Okay.
(07:44):
How long have you beenin business, you know?
What cases have you tried?
And all of that could be put intoa knowledge base to answer a lot
of questions, that, to be honest,a front desk person may not even
know the answers to exactly.
So,
Bob (07:56):
and then, um.
How many calls can it handle at a time?
Eric (08:00):
Well, that could be ramped up, uh, pretty quickly.
There's different plans dependingon the service that you're using.
There's a lot of services out thereright now that are offering AI calling.
Um, we're using a, a platformthat gives us some flexibility in
order to ramp up as we need to.
Um, but.
Most of 'em out there, depending onhow much you're willing to pay there,
there's really no limit on how manycalls they can have at the time.
(08:21):
Yeah, I've heard
Bob (08:21):
some that could do hundreds of calls at the same time.
Eric (08:24):
Yeah.
Like most of them, the basic plan willdo 30 concurrent calls out the box Wow.
At a time, which most, you know,a law firm's not gonna have 30
people calling at the same time.
Most of, unless you're running acrazy ad or got some crazy press,
uh, immediately that, that'sdriving people to call the firm.
But for most.
The basic plans on most of these aregoing to, um, satisfy what you need.
(08:46):
The other part is.
The voices are constantly getting updated.
Those are getting better and better.
I mean, just the voice from threemonths ago compared to today is
so much different and it's so,
Bob (08:54):
it's pleasant to talk to.
It's empathetic.
It listens.
It can also speak different languages,
Eric (08:58):
right?
It could speak different languages.
They're multilingual.
The, the latency is reallycoming down on these.
Um, and, and the different modelsare just being able to process the
data quicker and get back to you.
Now there's a fine line there, you know,where something's answering too fast.
For instance, when I used to run my leadgeneration sites, when someone signed up.
They'd get a text messageimmediately, but this text messages
(09:19):
was three or four sentences.
They knew right away this wasn't,you know, it didn't seem natural.
They knew it wasn't a real person,but it also didn't seem natural
and you didn't get those replies.
So trying to put some of that inthere, you know, you could have the
box with, um, and uh, and, and youcould do so much programming there.
Where they do get caught up sometimesis some of the natural language stuff.
For instance, when we were first settingup our bot, you know, you'd say I was
(09:42):
in an accident on the 4 0 5 freeway.
And I says, okay, so you were on theaccident, an accident on the 405 freeway.
So, you know, you gotta playwith some of that stuff.
And there's constanttweaking and prompting.
But man, it, it's, it's really good.
And, and what you can push out right now,um, with very little expertise mm-hmm.
(10:03):
Is amazing.
But where you got it?
Watch out is like you said, the guardrail.
So it doesn't go off andstart giving legal advice or,
or doing these weird things.
Yes.
That you in trouble.
Law firms.
Bob (10:13):
Yeah.
Law firms have to own the intake.
It's as if that personworks for your firm.
Right.
Right.
So first of all, people reach out toyou, just e transue@justiceteam.com?
Yes.
T-R-A-N-S-U-E.
E transu@justiceteam.com and Ericwill walk you through the process.
Yeah.
And help you set these things up.
We always say like instead of goingjust one to your firm, go one to all
(10:34):
with the attorney share plugin becauseit'll auto post the cases for you.
Then you can track everything.
Um, I. These things are all so lowcost now because of technology.
It's crazy.
I never thought we could competein the quote unquote call center.
Eric (10:47):
They are, and the cost is going down because the models
are competing against each other.
Now you've got Claude with Anthropic,you've got Chat, GPT, and all of them are
coming out with their different models andit's just a race like the best one today.
It's not gonna be the best one next week,but there's testing and you gotta get to
a certain point where it's enough, right?
There's always more.
You could always be chasing more.
I gotta get better, better.
(11:08):
But if you've got a model that'sworking and it's answering your
calls and doing everything you needto, that's where you gotta watch
out because you tweak too much.
Now you've taken it off the rails again.
So obviously we have different phonenumbers so that I could test these
new models and we're not testing it onour live one that we know is working.
Right.
But you've gotta constantly be testingbecause it is getting better and the
prompts are getting smarter and smarter.
Bob (11:30):
I mean, even if you, I mean, if you just do the math and I think.
The numbers are probably under this,but for a qualified call that's probably
say 50 cents a minute using AI intake.
The other ones are a lotmore if you have a, you know,
manpower answering those phones.
Now that's essentiallywhat, 30 bucks an hour?
Am I doing math right?
Like I. If you just have that maxed out,I mean, you're not gonna be able to get
(11:53):
that quality of service for $30 an hour.
It'll be less, be less, butlike that's, that's phenomenal.
Eric (11:58):
And also you have someone trans through your phone.
Yeah.
You know, they may, you'repaying them per hour.
Where here you're paying per minute.
You're only paying when thecall is actually happening.
So, you know, you.
You're winning there and like I said,you're getting the transcription and
you're getting the alerts and the hottransfer and the world transfer or
however you wanna set up the system.
Bob (12:16):
Yeah, and here's what I'd recommend for lawyers watching
or listing is yes, you know,play around with this, set it up.
It's an easy way for you to not only getcases in your wheelhouse, but be able to
find those referral networks or peopleyou're currently working with to auto
push them through this auto posting andbe able to track all of those things.
And there's no reason why youshouldn't have the ability to.
Say you can help consumers find thebest fit for all these practice areas,
(12:38):
whether it's mass torts or familylaw or stuff outside your wheelhouse.
'cause you have a goodquality home for it, right?
That's a service.
That's something that you can do.
Um, and then on the other end, if speed,just like you said in the real estate
game, if somebody's putting a case andyou see these pings, these hot, hot cases
coming through, attorney share, that meansthat there's usually a consumer that's
on the line or quickly off the line.
There's nothing stopping anybodyfrom essentially getting those cases
(13:00):
broker and you get to see if it'sgood enough for them or maybe somebody
else, or giving that person their AIintake number to call to keep the.
Conversation going till their team canget on the phone to help that consumer
Eric (13:10):
e Exactly.
Yeah.
Because, you know, a lot ofthese calls come in after hours.
Mm-hmm.
And when someone searches in the legalniche, obviously the, one of the top
things showing up in Google is gonnabe the Google Maps results, right.
For your local firms.
And if someone calls the first firmand, and they don't answer or they go to
voicemail, most of them are gonna go downto number two and call that second person.
So now, I mean, you did all thiswork to rank there, um, and get
(13:33):
that call, and you've already lostthat client because you didn't have
someone that was able to answer theirquestions at the time that they called.
Bob (13:39):
Do you think it's gonna be easier for good quality lawyers and law firms
to now compete in this, in this space?
Eric (13:48):
I think so, um, obviously there's a lot of changes for
how a client is finding a firm.
You know, when you search Googlenow, I mean the top quarter
of the page is an AI answer.
Usually there's a summarythere, so there's a lot more.
Bob (14:03):
Usually I stop there too.
It's like, oh, most good.
Yeah, there's a lot
Eric (14:05):
more zero click searches they call it, where basically you search
and you get the answer right away.
You don't have to click on awebsite anymore most of the time.
Um, so, but obviously Google makesmoney off their ad, so the ads
are still appearing above that AIsearch, depending on most searches.
Then you'll have the AI summary, andthen you'll usually have the local,
the map pack, um, there, and thenthe websites are being pushed all the
way to the bottom of that page, but.
(14:27):
I don't think websites go awaybecause a lot of that AI data and
the answers that Google is pullingare coming from those websites.
So I think firms that are buildingwebsites need to change from the
idea of, Hey, I need to just stuffkeywords in here to rank for whatever
they're trying to rank for, toactually answering the user's question.
(14:47):
So that they show up at the top.
For instance, a lot of searchesthat I track right now, they'll
give like three or four local firms.
And so I'm always trying to be in thereand I see our conversions on our website.
A lot of the searches arenow starting at chat GPT.
Wow.
Really?
So, yeah.
So, um, it's a different game
Bob (15:05):
and a lot of people are finding their lawyers 'cause they're a brand that
they don't recognize on social media.
So if you're watching or listening.
You should have an AI voice intakenumber and just have it on your
profile, like 8, 4, 4, the team,so you're not missing anything.
Right.
Right.
So people know how to contact you.
You could do it quickly.
You're never gonna miss the call.
And even if you cannot help them, youwill find the best partner for them.
(15:26):
Right.
Oh yeah.
What a brave new world.
Yep, man.
Well, Eric, thanks for coming on the show.
Um.
Reach out, you know, reachout the Justice team network.
If you have questions,reach out to Eric directly.
You know, I think we, this will likelyair June, 2025 or just a week or two
away from June by the time this airs.
And I think it's gonna changeexponentially and get better, faster,
stronger, and less expensive as we go.
Eric (15:46):
Yeah, it's great.
It's, it's exciting time.
Um, and like I said, just keepingup with it, staying ahead of it, and
providing answers to your clients, it's,it's gonna be amazing for attorneys.
Cool.
Bob (15:55):
Alright.
Well thanks for watching and listening tothis episode, the Justice Team Podcast.
Take care.
Thank you.
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