He didn't do it that much.
Lombardi said to a couple of us back when he was GM that getting free agents to sign in LA, in particular, was very difficult because of the image that Los Angeles isn't safe and that it's not family friendly - consequently, older FAs with families weren't as inclined to move far from home into a place they felt wasn't family friendly. It's why he had a much easier time signing younger players/college free agents. It was easier to pull in younger guys who weren't ready to settle down.
Lombardi still didn't pull in many major free agents. He had to overpay with some of them (or get reclamation projects, like Willie Mitchell who had concussion issues).