Tried & True: What Therapists Are Doing NOW to Get Clients in the Door

Not long ago, growing a private practice was as simple as joining a few insurance panels, claiming your free Psychology Today profile, and waiting for the phone to ring. But the landscape has changed, and some would say, not for the better.

Therapists today are facing increased competition, referral slowdowns, and the rise of low-fee platforms that funnel clients away from high-value, personalized care. As the market shifts, many six-figure therapists find themselves with packed schedules, of the WRONG clients, or maybe worse struggling to replace steady referral streams that have recently dried up.

If you’re finding that your once-reliable marketing methods aren’t working anymore, you’re not alone. And you’re also not out of options.

The solution isn't about hustling harder—it's about getting smarter. It’s time to market your practice in a way that aligns with your personality, your business model, and your long-term goals. That includes how you network, build referral relationships, and stay top of mind without feeling like you’re constantly chasing people down.

And you know what? You don’t have to get a degree in marketing to be able to do it well.

Because you have such a deep understanding of your clients, and what they need, all you have to learn how to do it to share that to pull in more clients than you can even handle. Don’t believe me? I bet you already know:

• What your ideal client is struggling with that is keeping them up at night.

• What they desperately want and need to change in their life.

• The tips that will help them take the first step to feeling better.

Now all you need to do is show up in the right spaces to show them what you’ve got to offer. The most successful therapists are getting more strategic and creative about this, especially when their goal is more private-pay and better-fit clients.

So let’s look at real methods that have worked for your peers, organized by Time Investment, Cost, and Potential Impact to help you choose the approach that’s best for you.

📅 LOW TIME INVESTMENT (Under 1 Hour/Week)

💰 Low to Free Cost | 🔥 High Potential Impact

1. Coordinate Care with Existing Providers

“90% of my referrals come from case collaboration.” -LPC

Instead of always seeking new relationships, deepen the ones already within reach. If your client sees a psychiatrist, neurologist, or dietitian, send a brief introduction letter (with an ROI) and offer to coordinate care. Providers appreciate the professionalism, and clients benefit from integrated support—win/win.

2. Ongoing Niche Networking
Mention your specialties in professional communities like therapist listservs, Facebook groups, or alumni networks.

“I remind my networks regularly of my specialties or events.” — LMHC

This keeps your name top of mind without sounding salesy.

🕒 MODERATE TIME INVESTMENT (1–3 Hours/Week)

💰 Low to Moderate Cost | 🔥 Moderate to High Impact

3. Personalized Cold Outreach + Coffee Meetings

“Flyers and business cards? Nope. But coffee meetings? That’s where trust builds.” — NCC

A cold email that leads to a warm, human connection is still gold. Introduce yourself briefly, mention a shared interest or client base, and ask to meet for coffee or a quick call. Bonus: focus on practices with a designated referral coordinator—calling first to get their name makes a big difference.

4. Thoughtful Drop-Offs with Follow-Up

“I send an info bag with a brochure, notepad, candy, and eventually a Starbucks card.” — LMHC

Instead of generic flyer drops, take time to tailor your outreach. Include a short note and useful items (branded pens, notepads), and always follow up once a referral is made to express thanks and confirm care. This simple feedback loop builds credibility.

⏳ HIGH TIME INVESTMENT (3+ Hours/Week)

💰 Low to Moderate Cost | 🔥 High Impact

5. Host a Training or Peer Consultation Group

“I created a free monthly consult group for therapists who’ve attended my trainings.” -LMHC

If you enjoy teaching or leading groups, this is a powerful long-game strategy. Position yourself as the go-to expert in your niche while forming referral relationships with like-minded professionals.

6. Attend or Speak at Local Conferences

“A local conference was key to building my network—I talked to everyone I could and followed up after.”-NCC

Whether you’re attending as a participant or presenting a topic, conferences offer rich ground for authentic, multi-disciplinary connections. Don’t limit yourself to therapy-only events—medical and wellness spaces are often untapped goldmines for referrals.

7. Throw money at it

This can be hard to think about when money is tight, but there is value in spending money on ads, for inclusion in a newsletter or sponsoring an event, product or service. While many practices don’t spend a ton of money on advertisement, there is room to use this as a strategy when time is limited. The key with this strategy is to know who your perfect customer is AND where they are hanging out. In some instances a small investment can go a long way because you have a captive audience. If you can afford $50-100, consider a social media ad. If you can invest at least $500 considering sponsoring an ad in a newsletter or even a local print magazine.

Strategies to Skip (Or Rethink)

Not everything works equally well for everyone. Here are a few tactics therapists have found less effective unless combined with a personal touch:

• Flyer Drops Without Follow-Up: Pretty flyers don’t build trust alone.

• Directories Alone: Many therapists noted a recent slowdown in Psychology Today referrals. Good to have—not enough on their own.

• One-Off Cold Emails: A friendly email helps—but if there’s no relationship or follow-up, providers often forget or get busy.

Choosing What Works for You

The best marketing plan is the one you’ll actually follow through on. Whether you're an introvert who prefers writing thoughtful emails or an extrovert who thrives on in-person conversations, there's a strategy here that can fit your style and goals.

If you're ready to build more intentional marketing into your week—without it taking over your schedule—check out my 5 Minute Marketing Solution course. It’s designed specifically for therapists like you who want to attract more private-pay clients and grow your referral base using simple, repeatable actions you can do in five minutes or less.

👉 Take the 5 Minute Marketing Solution Course Now

TLDR

You don’t need a big team or fancy agency to grow a practice that sustains you financially and emotionally. You just need a few high-trust referral partners, a consistent marketing rhythm, and a plan that works with your life, not against it.

Let me know in the comments, what's one strategy you're ready to try this month?