The Chicken-or-Egg Dilemma (And Why It Keeps You Stuck)
Here’s what I hear from therapists almost every week:
“What if I hire too soon and don’t have the clients to fill their caseload? They’ll get frustrated and leave.”
“But if I market first, I’ll get an influx of clients before I have anyone to see them. They’ll sit on a waitlist, get tired of waiting, and go cold.”
“So I’ll just… wait and do nothing until I’m sure.”
And then six months pass, or a year, and nothing has changed. You’re still maxed out, still seeing too many clients yourself, and still overwhelmed. I know because I was there. When I was pregnant with my twins, I couldn’t keep going the way I was. But the fear of getting it wrong – of either hiring too soon or marketing too soon – almost paralyzed me.
The truth is, you don’t have to choose between chicken or egg. The answer is both.
Growth happens when you run marketing AND hiring in parallel with each other, using the natural timelines to your advantage. And that’s because:
- Marketing takes time. Google Ads (my favorite fast-growth strategy) can take about 90 days before they’re really flowing.
- Hiring takes time too. Between posting, interviews, back-and-forth, and notice periods, it usually takes 60 days to land the right therapist.
When you combine the two, you get to day 90 with both the clients and the therapist ready. That’s the magic of the 90-Day Rule. So, let me tell you all about it!
The 90-Day Rule: How to Put It Into Action
Step 1: Turn On Marketing (Day 1)
On day one, you want to “turn on the tap.” For me, that meant Google Ads. This is because unlike social media, which builds slowly, people go to Google ready to book. They’re typing things like “trauma therapist near me” or “counselling for anxiety.” You want to show up in that exact moment!
When I first learned this, I had no idea how it worked (I was a therapist, not a Google Ads expert!). I thought having a website was enough. My business coach asked me, “But how will people find your website?” And that was a total lightbulb moment.
Here’s how to do it well:
- Hire an agency. Don’t waste your precious time trying to DIY Google Ads. The set-up is technical (keyword research, ad copy, tracking, budgets) let a pro do it right the first time.
- Expect a warm-up period. The first 2–3 weeks are tech set-up. Then Google’s algorithm takes another several weeks to learn which searches convert. By 90 days, you’ll start seeing consult calls flow in consistently!
- Use this time wisely. While your ads warm up, work on systems, manuals, onboarding, and the kind of leadership tasks that actually grow your business.
I can’t stress this enough: The practices that invest in advertising are the ones that grow.
Hot Tip: If you’re sending people to your website, you want to make sure it’s actually optimized to bring in clients! Click here to listen to my podcast episode where I explain common website mistakes to avoid and simple changes you can make to transform your website into a high-converting client magnet.
Step 2: Post Your Job (Day 30)
At the 30-day mark, while your ads are learning, it’s time to post your job (Yay!). My go-to is Indeed, because it’s where most therapists look for jobs. Here’s how I recommend doing it:
- Week 1: Post your listing for free. See if you get traction.
- If applications are quiet: Sponsor the post for $20/day. I know that inner voice is already screaming, “Nicole, that’s too much!” But this small investment brings in your dream hire faster (and one therapist can generate 40x that amount in revenue!).
And here’s the secret sauce: Your job description is a love letter. Write it like one!
Hot Tip: Click here to read my blog article all about how to find the best therapists for your group practice (and how to optimize your job listing).
Step 3: Hire Slow, Fire Fast (Day 30-60)
Hiring is a work marriage. And you wouldn’t rush into a marriage, right? The same thing applies here, so give yourself about 60 days to move through the process, including:
- Resume screening
- Short phone calls
- Personality or strengths assessments
- Structured interviews
- A working interview or case consult
- Reference checks
These things take time, which is a good thing! By the time they’re ready to start, your marketing has matured and the clients are flowing in.
You can also relieve pressure during the interview by telling candidates:
- It usually takes 6-8 weeks to fill a caseload.
- You’ll bring the clients in, but they’re responsible for consult call conversion and retention.
This honesty sets realistic expectations AND helps you gauge their response. If they light up and say, “Yes, I love consult calls!” you may have found your “hell yes” candidate.
And please, don’t assume they want to be fully booked on day one. I actually made that mistake once, and the poor therapist was so overwhelmed she almost quit. Most people prefer to ease in! That’s good news for you, because it takes the pressure off.
Hot Tip: Send me a DM saying “CONSULT CALL SCRIPT” on Instagram, and I’ll send you my proven consult call blueprint that actually converts clients.
Step 4: Celebrate Day 90!
It’s the moment you’ve all been waiting for – Fast forward to day 90!
- Your Google Ads are humming, and consult calls are flowing in.
- Your new hire is trained, settled, and ready to take clients.
- You finally get to open your calendar, breathe, and realize you’re not carrying the whole business on your back anymore.
That’s truly the beauty of the 90-Day Rule. You stop spinning in indecision and instead create a rhythm that supports both your growth and your sanity.
Scaling Your Group Practice Sustainably and With Ease
The 90-Day Rule works because you’re not rushing or guessing. Instead, you’re stacking the right steps in the right order. You start marketing, so the clients are coming. You start hiring so the right therapist is ready. And by day 90, you’ve created a flow that supports your growth without burning you out!
Give it a try and let me know how it goes!
Want even more tips on growing your practice? Follow me on Instagram and listen to my podcast, The Business Savvy Therapist, for the best support on scaling your group practice and attracting more clients with ease.
Your Business Bestie,
Nicole
