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The De Facto Personal Injury Podcast

The De Facto Personal Injury Podcast

By: John Schroeder and Kyle Sheldon
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Growing a personal injury law firm requires more than just legal expertise—it demands a clear strategy, strong leadership, and the right systems to ensure long-term success. The De Facto Personal Injury Podcast is the ultimate resource for personal injury lawyers who want to dominate their market and build a thriving firm. In an industry where demand can’t be created—only captured. This podcast dives deep into the strategies that set top-earning law firms apart. We focus on the essential pillars of a successful practice: business, marketing, and accountability. Join us as we explore the marketing tactics, business strategies, and success stories of industry experts, high-performing attorneys, and digital marketing pros to reveal the latest trends and proven methods that work right now. If you're ready to grow, get smarter, and elevate your firm to the next level, you’re in the right place.

Copyright 2025 | All Rights Reserved | Kyle Sheldon & John Schroeder Economics Marketing Marketing & Sales
Episodes
  • Jake Soffer: AI-Driven Marketing for Law Firms

    Jake Soffer: AI-Driven Marketing for Law Firms
    Dec 12 2025
    Jake Soffer is the Founder and CEO of FirmPilot, the AI-powered marketing platform transforming how law firms attract premium clients through data-driven SEO, content, and automation. Inspired by his brother’s struggles with ineffective agency marketing, Jake built FirmPilot to eliminate guesswork and costly waste in legal marketing using advanced AI insights and competitive analysis. A seasoned entrepreneur, he previously co-founded Rollio, an AI assistant for Salesforce, and holds degrees in Computer Engineering and Systems Engineering from Rensselaer Polytechnic Institute and NYU, grounding his work in deep technical expertise. Under his leadership, FirmPilot has secured notable venture backing and continues to drive innovation in legal tech and marketing.In this episode, John, Kyle, and Jake discuss:How FirmPilot evolved from a failed early attempt into an AI-driven legal marketing platformWhy generic AI tools like ChatGPT fail at legal content—and what FirmPilot built to fix itThe importance of multi-channel marketing and why no single strategy is a “silver bullet.”How personalization, Google’s AI changes, and data patterns are reshaping SEO and ads for law firmsHow FirmPilot uses legal data and behavior signals to deliver stronger ROI for firmsKey Takeaways:FirmPilot emerged when Jake realized that traditional agencies and basic AI tools couldn’t create accurate, authoritative legal content. This led him to build a dedicated legal-focused AI engine designed specifically for law firms.Relying on a single lead source is risky, especially with constant changes in Google and AI platforms. A multi-channel strategy protects long-term growth and keeps firms competitive.A drop in traffic under Google’s AI mode doesn’t necessarily signal poor performance. In many cases, it simply means the firm is attracting fewer unqualified visitors and more high-intent prospects.Search results are becoming increasingly personalized based on user behavior. Because of this shift, smaller firms can compete more effectively when their content mirrors real user patterns and preferences.For FirmPilot, AI isn’t a marketing buzzword — it’s the engine that drives measurable ROI and operational efficiency. Their system enables sharply targeted strategies that outperform traditional methods.“You're not just the attorney who's looking to grow the firm. It's also your livelihood, your business. You're an entrepreneur. You're the CEO of this firm. It's how you feed your kids and your family. So, you want that silver bullet answer. If someone's trying to sell you that, run the other way. There is no silver bullet. It's a series of lead bullets, as I like to say. You have to be multi-channel.” - Jake SofferConnect with Jake Soffer: Website: https://firmpilot.com/ LinkedIn: https://www.linkedin.com/in/jake-soffer-jd-00797a62/ Connect with John and Kyle:Website: https://defactodigitalconsulting.com/LinkedIn: https://www.linkedin.com/in/john-schroeder-b87b3821a/Facebook: https://www.facebook.com/DeFactoDigitalInstagram: https://www.instagram.com/defactodigitalconsulting/Emails: john@defactodigitalconsulting.com , kyle@defactodigitalconsulting.com Show notes by Podcastologist: Angelo Paul TagamaAudio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.
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    34 mins
  • Ted DeBettencourt: Winning with Human-Powered Chats

    Ted DeBettencourt: Winning with Human-Powered Chats
    Nov 7 2025
    Ted DeBettencourt is the Co-founder of Juvo Leads, a fast-growing legal tech company helping law firms capture 50% more leads through real human chat. A former law and business student turned entrepreneur, Ted built Juvo Leads out of frustration with ineffective chat services. His “butts, not bots” approach emphasizes empathy, data-driven results, and authentic client connections. Today, Juvo Leads serves over 1,100 firms nationwide, empowering lawyers to convert more visitors into qualified cases while optimizing their intake and marketing performance.In this episode, John, Kyle, and Ted discuss:How Juvo Leads helps law firms boost leads by 50% with real human chatTed’s journey from law school to building a successful legal tech companyWhy empathetic conversations outperform AI bots in converting leadsHow message response time impacts Google’s Local Services Ads rankingsData-driven insights on SEO vs. PPC vs. LSA for generating quality legal leadsKey Takeaways:Juvo Leads’ “butts, not bots” philosophy proves that empathy and genuine human interaction outperform automation. By having real people engage visitors, law firms can build trust faster and convert more prospects into clients.Ted’s journey began with frustration — when existing chat vendors failed his clients, he took matters into his own hands. That hands-on solution grew into Juvo Leads, now serving over a thousand firms nationwide.The data speaks for itself: firms partnering with Juvo Leads often experience up to 50% more qualified leads within just 30 days of a free trial, making it one of the most effective conversion tools in legal marketing.When it comes to Google’s Local Services Ads, response time is the hidden key to success. Quick engagement doesn’t just secure more leads — it directly boosts rankings and visibility above competitors.Paid search delivers the most serious inquiries, while SEO casts a wider but less targeted net. Ted’s data-driven insights help firms balance both strategies for steady lead flow and better case quality.“Our motto is butts, not bots. That's butts in the seat, not bots in the cloud. We use real people to answer chats. Why we use real people in an AI-driven world is because we're able to have a lot more conversations by having an empathetic conversation with someone and relating to what they're going through.” — Ted DeBettencourtConnect with Ted DeBettencourt: Website: https://juvoleads.com/ LinkedIn: https://www.linkedin.com/in/theodoremdebettencourt/ Email: ted@juvoleads.com Connect with John and Kyle:Website: https://defactodigitalconsulting.com/LinkedIn: https://www.linkedin.com/in/john-schroeder-b87b3821a/Facebook: https://www.facebook.com/DeFactoDigitalInstagram: https://www.instagram.com/defactodigitalconsulting/Emails: john@defactodigitalconsulting.com , kyle@defactodigitalconsulting.com Show notes by Podcastologist: Angelo Paul TagamaAudio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.
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    26 mins
  • John and Kyle - Holding Your Marketing Agency Accountable

    John and Kyle - Holding Your Marketing Agency Accountable
    Oct 31 2025
    John and Kyle expose the truth about marketing accountability in personal injury firms — where the money really goes, why agencies often control the narrative, and how firms can take back visibility and results. They lay out the real levers that drive cases, the hidden revenue leaks inside intake, and why strategy and oversight beat blind spending every time. If you’re tired of guessing and want marketing that actually produces cases, this conversation hits directly where it matters.In this episode, John and Kyle discuss:Why aggressive PI firms spend tens of thousands per month on SEO/PPC — and still feel stuckWhere marketing retainers actually go (backlinks, content, commissions, etc.)How law firms can hold agencies accountable without needing to “speak SEO”Budget realism — why $2,500/month won’t move the needle in competitive marketsWhy intake, attribution, and internal leaks cost firms more than bad marketingKey Takeaways:Most PI firms spend heavily on digital marketing without real clarity on whether that money is applied to tasks that actually drive rankings or produce signed cases. The spend is large, the insight is small.Agencies commonly “grade their own homework,” which is precisely why firms must define deliverables upfront instead of relying on polished reports and selective metrics. Accountability needs to be contractual, not cosmetic.SEO is not mandatory for growth — some firms thrive using LSAs, paid leads, or referral engines — but whatever path is chosen must be intentional, not accidental. Strategy should be driven by economics and market reality, not habit.Leakage in intake and tracking destroys more revenue than weak marketing ever will, with firms frequently losing six- and seven-figure matters that were already within reach. The phone rings — the process drops the ball.The biggest performance unlock is not “spend more” but “see clearly.” Strategic oversight, not bigger checks, is what converts marketing from a cost center into a returns engine.“Advertisers don't really care where their leads or where their cases are coming from, or how they're getting them. They just want the cases that they want to work. They want to make money. They want to see a return on their investment. And they hire marketing agencies not because they do SEO or because they do PPC. They hire them because they want a partner that's going to deliver results.” — Kyle Sheldon Connect with John and Kyle:Website: https://defactodigitalconsulting.com/LinkedIn: https://www.linkedin.com/in/john-schroeder-b87b3821a/Facebook: https://www.facebook.com/DeFactoDigitalInstagram: https://www.instagram.com/defactodigitalconsulting/Emails: john@defactodigitalconsulting.com , kyle@defactodigitalconsulting.comShow notes by Podcastologist: Angelo Paul TagamaAudio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.
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    32 mins
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