Badass Therapists Building Practices That Thrive #184 The 2025 Practice Grant: Interview with Svetlana Kutikova and Isaiah Rodriguez
What New Therapists Get Wrong About Getting Clients
I see this all the time. A therapist starts in private practice and after a few weeks says, “I just need more clients.”
In this episode, I sat down with Svetlana Kutikova, who is in that exact stage. She is building her caseload in a group practice and feeling the pressure of inconsistency. One week feels full, the next week feels slow. That experience can make you question everything.
But the assumption underneath that statement is where things go sideways. Therapists think clients will just show up once they are licensed. They do not. A caseload is not something you receive. It is something you build.
Why Your Caseload Feels Inconsistent
Private practice is not designed to feel stable in the beginning. It is a flow model. Clients start, cancel, pause, and complete treatment. You are constantly cycling people in and out of your schedule.
Svetlana described having about ten clients a week and wanting more consistency. That is a very real place to be, and it is also completely normal. The mistake is interpreting that inconsistency as failure instead of recognizing it as part of the system.
Here is what I tell my supervisees. Expect fluctuation. Plan for gaps. Build referral pathways before you need them. If you wait until your caseload drops to start thinking about marketing, you are already behind.
Clarify Who You Help and How
When I asked Svetlana about her ideal client, she had a clear answer. Kids and teens dealing with anxiety, ADHD, behavioral issues, and self-esteem challenges. That clarity matters, but it is only the starting point.
We have to move from categories to lived experiences. It is not just “teens with anxiety.” It is overwhelmed teens who feel unheard and need a space where they can finally be seen and understood.
When you describe your work this way, referrals become easier. Other professionals know who to send you. Clients recognize themselves in your words. That is what makes you referable.
Make It Easy for Clients to Contact You
One of the strongest parts of Svetlana’s practice is accessibility. Her group practice website makes it simple. You find the clinician, click, and book. There is no confusion about what to do next.
That is not just good marketing. That is ethical practice. Your client is already overwhelmed when they start looking for help. If your process is complicated, they will not push through it. They will move on.
Your systems should reduce friction. Clear contact options, simple intake steps, and realistic expectations about response time all help clients take that next step.
Referral Relationships Matter More Than Marketing
When I asked Svetlana what she needed most, her answer was simple. More referrals.
This is where many therapists get stuck. They think they need more content, more certifications, or more visibility online. What they actually need are stronger relationships.
You build a caseload through connection. Conversations with other therapists. Communication with referral sources. Letting people know who you serve and how you help.
If your colleagues cannot easily describe what you do, they cannot refer to you. This is not about volume. It is about clarity and consistency.
Growth Beyond Sessions
In the same episode, I talked with Isaiah Rodriguez, who is at a different stage. He has been in private practice for several years and is now expanding into supervision.
This is where the conversation shifts. Growth is no longer just about filling a caseload. It is about building something larger than your individual sessions.
Isaiah is stepping into a leadership role. He is thinking about training supervisees, developing clinicians, and eventually growing a group practice. That requires a different mindset. It requires structure.
Supervision is not just an additional service. It is a responsibility. When it is built intentionally, it becomes a sustainable way to expand your impact and your income.
What I Want You to Take With You
If you are wondering how to get clients in private practice as a new therapist, the answer is not one big strategy. It is a series of small, consistent actions.
You clarify who you help. You make it easy for clients to contact you. You build relationships that lead to referrals. And over time, you create stability.
Svetlana is in the building phase. Isaiah is in the expansion phase. Both are doing the same core work. They are being intentional about how they grow.
You are not behind. You are building.
Connect With My Guests:
Connect with Svetlana:
Connect with Isaiah:
Where This Blog Connects:
- Stop Winging It: Build Practices That Actually Scale
- Sticky vs. Shiny Marketing for Therapists: How To Build a Caseload That Lasts
- Boosting Supervision Efficiency with a Clinical Supervision Checklist
If you are building toward supervision and want a clear starting point, you can begin with the Supervision Onboarding Checklist. If your focus right now is growing your private practice and creating a more consistent caseload, download The Essential Guide For Self-Employed Mental Health Professionals and Supervisors. And if you are ready for deeper support, ongoing training, and real conversations about how to build an ethical, sustainable practice, the Step It Up membership is where we do that work together.
Blog post by Kate Walker, Ph.D., LPC-S, LMFT-S
Creator of Texas’s first fully online 40-Hour LPC/LMFT Supervisor Training Course.
Kate is the founder of Kate Walker Training, where she helps counselors, supervisors, and practice owners build sustainable, ethical, and profitable businesses.
Ready to grow your supervision practice? Check out the Supervisor Training Courses.
This post is a written summary of a podcast episode hosted by Dr. Kate Walker. We use AI to help format the transcript and check for clarity and spelling, turning spoken content into an easier-to-read format.