Most therapists don’t need more marketing.
There's a ton of demand for mental health care but spending thousands on google ads is unlikely to get you the exact clients that you're looking for. You need the right people talking about you in the right rooms.
If you’ve ever wondered why some clinicians are fully booked with ideal clients—without constantly posting on Instagram—it’s probably because they’ve built strong referral networks. Not through spammy tactics, but by showing up, offering value, and being memorable in person.
Whether you’re looking to fill your caseload or grow a group practice, in-person networking is still one of the most effective (and human) ways to do it. Here’s how to start.
Before you can find more referrals, you need clarity on who you want referred to you.
Instead of “adults with anxiety,” try:
“Millennial women in NYC going through career or relationship transitions—especially those who are high-functioning but feel stuck.”
That level of specificity helps people remember you when they meet someone who fits. You’re not “a therapist.” You’re the therapist for X type of person in Y situation.
There are two main referral paths:
Self-referring clients who are actively looking for a therapist
Gatekeepers (like doctors, school counselors, doulas, coaches, lawyers, clergy) who suggest therapy to people at relevant moments in their lives
Ask yourself:
Who usually realizes this person needs therapy?
Who do they confide in first?
Who do they already trust?
If you're working with postpartum clients, it might be OBs, pelvic floor PTs, or doulas.
If you're helping high-achieving teens, it might be school counselors, pediatricians, or SAT tutors.
Build relationships with those people.
Now that you know who’s referring and who’s being referred, look at your local landscape:
Where do those gatekeepers hang out professionally?
What events or meetups attract your ideal clients?
Are there community organizations, religious groups, schools, wellness spaces, or coworking spots that gather this population?
Examples:
If you specialize in queer-affirming care, attend LGBTQ+ community events and meet other providers who serve that population.
If you work with young professionals, look for events in coworking spaces, networking happy hours, or HR wellness initiatives.
Here’s the part most people skip: It’s not about handing out your card. It’s about being a human.
Referrals come from trust. That takes time. Here’s what helps:
Invite a local provider to coffee and ask about their work
Co-host a casual event, like a “Mental Health Happy Hour” or “Meet the Providers” evening
Join a local mastermind or peer group
Volunteer on a panel or speak at community events
Be generous with your knowledge. Be curious about theirs. The more you give, the more people will want to refer to you.
Once people do know you, don’t make them work to send clients your way. A few quick wins:
Have a clean, simple website with your niche clearly stated
Include a “Refer a Client” button or page
Share your availability (and whether you take insurance)
Offer a warm intro script they can use (e.g., “Hey, I know a therapist who might be a great fit…”)
You can even follow up with referring partners occasionally to say:
“Just wanted to thank you again for thinking of me. Here’s an updated blurb you can share if it’s helpful.”
Referrals don’t snowball overnight. But over time, a small network of trusted peers can become your best source of ideal clients.
Keep a simple spreadsheet to track:
Who you’ve met
Where you met them
When you last connected
If/when they referred anyone
Consistency—not perfection—is what builds a thriving referral ecosystem.
Final Thought:
You became a therapist to help people, not to cold call or hustle. But in-person networking isn’t about selling yourself. It’s about joining the ecosystem of care in your community.
Showing up in your community and connecting with other humans is your super power. Use it.