| "body"> | | | | The final player in this marketing for law firms arena is |
| In this article we will look in depth at a relatively new | | | | Thompson's (mentioned earlier as an attorney-listing |
| wrinkle in marketing for law firms known as | | | | service) with their new attorney-matching website The |
| "attorney-client matching services". First a little | | | | FindLaw system is similar to the system with three |
| background is in order. The legal services market | | | | steps of #1 Select your legal need; #2 Tell us about |
| segment is expected to reach $82.5 billion in 2008 | | | | your case; and #3 Choose the attorney that's right for |
| according to Euromonitor International a market | | | | you. It is different from Lawyers.com's system since |
| intelligence firm. In recent history consumers have been | | | | they have broken it out of their attorney-listing services |
| finding attorneys through word-of mouth or through the | | | | completely with its own dedicated website. Their fees |
| yellow pages. Often the word-of mouth advice does | | | | generally run from $500 to $1000 per month depending |
| not deliver people to the best possible solution for their | | | | on your practice area and geographic location. They |
| particular needs and the yellow pages is certainly not a | | | | do not have a guarantee. They do report that they do |
| great place to select a lawyer I am sure you would | | | | set targets for each geographic area as well as |
| agree. Additionally, according to the Pew Internet | | | | practice combination and then will manage their |
| & American Life over four million consumers and | | | | marketing to get positive results for attorneys. |
| small businesses currently search for legal services via | | | | Well, now we have all the players in this particular |
| the Internet every month with these numbers | | | | niche of marketing for law firms with a lot of |
| expected to rise to over seven million by 2007. I think | | | | information. I think it would be imperative for me to |
| you can see this is a huge market getting larger. It is | | | | mention one more item. Both Legal Match and |
| imperative that attorneys understand this marketplace | | | | CasePost have negative information on the Internet |
| if for no other reason your potential clients and clients | | | | and it needs to be considered. If you go to Google and |
| are moving to the Internet and yellow page advertising | | | | search just the term LegalMatch and then do the |
| is a dying marketing for law firms vehicle. | | | | same with CasePost you will be able to find details |
| Understanding attorney-client matching services is one | | | | about the negative information. One location that |
| new way to tap into this Internet marketplace. | | | | covers the negative information on LegalMatch with |
| What I will not be talking about here is attorney-listing | | | | relevant links is at although that is disputed as not being |
| services. Please don't get confused between | | | | sufficiently neutral in tone, which is one of Wikipedia's |
| attorney-listing services and attorney-client matching | | | | requirements.. |
| services. The two majors in the attorney-listing | | | | Conclusions and Recommendations on Attorney-Client |
| services arena are or that are used by many in | | | | Matching |
| marketing for law firms. With attorney marketing one | | | | Let me list my current thoughts/conclusions in this |
| might want to get a minimal listing on one or both of | | | | marketing for law firms niche of attorney-client |
| these two major sites. Both do drive a large amount | | | | matching services and from there it is up to you to |
| of traffic to their sites for sure (in the millions of visitors | | | | make your decision: |
| per year). If you do get a listing then track your results | | | | 1. This marketing for law firms vehicle clearly has some |
| carefully and see if being in the middle of a pack of | | | | merit. This approach can deliver business to you that |
| listed attorneys actually does produce clients for you. | | | | you would not get otherwise and get it to you now. |
| Please don't spend more on them than the basic listing | | | | Yes, you can do better and at least arguably cheaper |
| that will run about $150 or so per month, at least until | | | | for yourself through the right Internet attorney |
| you can document results with the basic listing. Also, | | | | marketing strategies (see my website). However, it is |
| don't buy your website through either of them, even if | | | | not going to happen tomorrow and attorney-client |
| after testing you find good results, for many reasons | | | | matching can happen tomorrow. You can build your |
| that can be found under the Internet marketing tab on | | | | own systems while using these systems and then |
| my website. One last note here, you probably don't | | | | decide if you want to continue their systems or not. |
| want to test most of the lesser attorney-listing | | | | They will always probably get some business you |
| competitors like lawinfo.com, or is my take, however if | | | | would not have gotten otherwise even if you had your |
| you do be sure to track your results. The rest of this | | | | own online systems. |
| article is about attorney-client matching services. | | | | 2. Unfortunately you are only "renting" the methods |
| Attorney Marketing Via Five Attorney-Client Matching | | | | used to get the business you are being sent and don't |
| Players | | | | "own" the business methods used. If you had the |
| In the attorney-client matching field there are five | | | | correct Internet marketing for law firms system up you |
| competitors for the attorney marketing dollar offering | | | | would have a salable asset in those systems and be |
| online attorney-client matching services. The first and | | | | driving traffic exclusively to you, which is better than |
| originator is and its newer competitor being as well as | | | | this option almost certainly in the long run for most if |
| a third competitor The two big players that offer | | | | not all attorneys. Additionally, as a general principle it is |
| almost everything in attorney marketing, and | | | | not good to be dependent on any one source of |
| FindLaw.com; have also recently begun to offer a | | | | referrals as I am sure you know. That said I still think |
| version of attorney-client matching services. | | | | attorney-client matching services are a good option |
| Lets begin with LegalMatch that was established in | | | | before you have your own Internet marketing systems |
| 1999 and is based in San Francisco. LegalMatch uses | | | | and/or other marketing systems up. You may even |
| a double blind matching system. By double blind they | | | | want to continue these services after you have your |
| mean the consumer does not see identifying | | | | own systems up. Having your own systems up makes |
| information about who the lawyers are and the lawyer | | | | you more secure and now you are at choice about |
| does not see identifying information about who the | | | | staying with the service or not. |
| consumers are although all the cards are put on the | | | | 3. Who is this marketing for law firms vehicle for |
| table for both to see before any contact is made | | | | really?a. Someone who needs more business right |
| between them. Through an allocation model | | | | now. These systems have a stream of business |
| LegalMatch makes the decision about which lawyers | | | | coming right now and they can send it your way right |
| get the consumer's information. Consumers can opt | | | | now. Other attorney marketing systems will take some |
| into "priority service" for a fee to talk with a | | | | time to make happen and yield results.b. Someone |
| LegalMatch staff attorney about their case and work | | | | who is very, very clear they don't want to be involved |
| with that attorney in selecting the attorney for their | | | | in the marketing process and are willing to pay |
| case. LegalMatch does have partnerships with the | | | | someone else to do it for them even if it costs them |
| Utah State Bar Association, ATLA and NACDL. | | | | more and they are "renting". If that is you, then this is |
| Membership fees for this marketing for law firms | | | | probably a good move for you. That said, you still are |
| vehicle run from $2,500 to $25,000 per year (they will | | | | going to have to "close" the client they send you via |
| finance the membership fee if desired) depending on | | | | email or on the phone so you are going to be involved |
| practice area and geographic location of the attorney. | | | | in marketing at that level, just less marketing. You are |
| For example, a PI attorney in Los Angeles would likely | | | | never going to get away from that aspect unless you |
| be charged more than a family law attorney in Los | | | | are an associate who does nothing but technical work |
| Angeles, while the family lawyer in Peoria is likely to | | | | in someone else's practice (not that there is anything |
| pay less than the family law attorney in Los Angeles. | | | | wrong with that).c. Someone who is doing some |
| Their guarantee consists of extending your | | | | attorney marketing that is not working for them or not |
| membership at no fee until your revenues have | | | | working very effectively for them since if you stop |
| exceeded the fee you paid them. | | | | what is not working and do this type that is working |
| Are There Legal Marketing Ethics Issues with | | | | you may be able to reduce your marketing costs while |
| Attorney-Client Matching? | | | | increasing your revenue stream.d. Finally, a partner |
| A relevant digression here, since this model is not a | | | | level attorney who has a senior associate that has |
| lawyer referral program, a pre-paid legal service plan, a | | | | good people skills that could work this marketing for |
| joint or cooperative advertising or a directory listing | | | | law firms vehicle and close the referred clients. |
| service it is not subject to ethics rules around much of | | | | 4. Who is this type of attorney marketing not for?a. |
| marketing for law firms it has been asserted. Recently | | | | Someone who won't attend to the referrals from the |
| the Professional Ethics Committee of the Texas State | | | | matching service most if not nearly every working |
| Bar was looking into these practices and that | | | | day.b. Someone who does not have fair to good |
| committee received a seven-page letter (May 26, | | | | "closing skills" or "bedside manner" (Note: you can get |
| 2006) from the FTC that was agreed to by a | | | | some coaching from these firms to improve this |
| unanimous vote of the FTC commission members that | | | | aspect if needed and/or see my website for more |
| this attorney marketing practice is indeed ethical. | | | | information on this skill set). You are not the only |
| Already the states of North Carolina and South | | | | attorney getting the referral from the match firm so |
| Carolina found the practice ethical. The Rhode Island | | | | you need to "shine" well enough to get hired. There is |
| Supreme Court specifically named in an ethics opinion | | | | still an element of competition involved with maybe 3 |
| that online matching services are ethical. Finally, the | | | | to 5 other attorneys who got the same referral.c. |
| Utah State Bar (a mandatory bar) has retained | | | | Someone in a geographic area that does not generate |
| LegalMatch as their lawyer referral service clearly | | | | a lot of referrals in your practice area. Like a rural area |
| indicating their thinking about LegalMatch's ethical nature | | | | or small town or maybe an estate planner in a |
| it seems to me. Naturally you do need to check with | | | | low-income area. So you see this marketing for law |
| your state bar to be sure this is an ethical practice in | | | | firms vehicle is not for everyone. |
| your state. Now back to the options in the | | | | 5. The negative information on LegalMatch and |
| marketplace. | | | | CasePost is somewhat troubling to me even though |
| CasePost.com, based in Southern California, was | | | | much of it is from the past and has been positively |
| established in 2002 is a second player in this area of | | | | addressed. The negative information of the past on |
| marketing for law firms. They operate in a similar | | | | LegalMatch appears to have not troubled the Utah |
| fashion as LegalMatch in matching clients with lawyers; | | | | Bar, the Association of Trial Lawyers of America and |
| however, the directory of attorneys is shown to the | | | | the National Association of Criminal Defense Lawyers. |
| consumer immediately. The consumer can decide | | | | This is reassuring to me. |
| whether they want to remain anonymous or give their | | | | 6. If you were reasonably sure this type of vehicle is |
| contact information to the attorneys. The consumer is | | | | for you I would go with LegalMatch first. I am |
| limited to four attorney responses. Thus the consumer | | | | presuming you are willing to work their system diligently |
| determines what attorneys will get their information. In | | | | and have at least low average "closing" skills (they will |
| May of 2006 CasePost has made a major expansion | | | | work with you to get your closing ratio up if you need |
| as a result of their partnership with that is powered by | | | | some support in that area). Why LegalMatch? They |
| a successful nationally syndicated radio show on over | | | | have over 1500 members currently (a good sign I |
| 120 stations with attorney Bill Handel. This show has | | | | think), over 90 employees and have been in business |
| been running since 1985. They also have a strategic | | | | longer. I figure that gives them an edge in knowledge, |
| relationship with that began in 2006 that has increased | | | | results and staying in business over time. Additionally, |
| their reach. Like LegalMatch the membership fees for | | | | their "footprint" of bringing business to their members is |
| this attorney marketing vehicle are from $2,500 to | | | | almost certainly larger since they have more |
| $25,000 per year (financing is available if desired) | | | | resources to drive business to their site than the |
| depending on practice area and location. Their | | | | others. If for some reason you are uncertain if this |
| guarantee to a member is based on a minimum | | | | type of marketing for law firms is for you then I would |
| amount of referrals over the year. | | | | go with LegalFish first. Why LegalFish? The LegalFish |
| LegalFish is a third player in this arena. It entered the | | | | option would allow you to get into this marketing for |
| marketplace in 2003 and is based in Chicago. It is a bit | | | | law firms arena now with less expense and less risk |
| different than the other two in a few ways. Like the | | | | than LegalMatch or CasePost. Do realize the LegalFish |
| other players the consumer can input their information | | | | attorney marketing "footprint" is going to be much |
| and post their cases to the site as well give their | | | | smaller than either of the other two services so they |
| identifying information or not. In a number of cases | | | | won't be sending as large a volume of business your |
| LegalFish will contact the posting consumer | | | | way almost certainly. Do be sure you have in your |
| themselves by telephone or email to delve deeper into | | | | agreement with LegalFish that they will not charge you |
| the needs of the consumer so they are not totally | | | | for the months they do not send you business. If you |
| automated. There is an allocation model used by | | | | had a good experience working the referrals from |
| LegalFish in referring the cases to their members. | | | | LegalFish, diligently worked the system almost daily, |
| Another difference is LegalFish charges a monthly fee | | | | realized a good return on your investment and you |
| for this marketing for law firms vehicle ranging from | | | | wanted to do more then I would look into LegalMatch |
| $180 to $750 to members that are non-contingency | | | | next. Either starting with LegalMatch or LegalFish, if you |
| based practices. For contingency based practices the | | | | find that you really liked this approach to marketing for |
| fee ranges from $1600 to $5000+ monthly only if the | | | | law firms there is nothing wrong with belonging to two |
| client retains the attorney. If LegalFish does not deliver | | | | or even three of the services. |
| a referral to a member that retains that attorney they | | | | 7. If you decide to become a member with |
| don't charge a fee to that attorney for the month (a | | | | LegalMatch, Case Post and/or LegalFish do remember |
| form of a guarantee). Creating something of a "shared | | | | your financial arrangement and term of membership |
| risk" system. Naturally, with this type of shared risk | | | | are somewhat to greatly negotiable. Do negotiate a |
| system, long-term success for both parties is based | | | | win/win agreement for yourself. Naturally, if you can |
| on LegalFish's ability to generate new client | | | | get references of current members to contact from |
| opportunities and create demand for legal services, | | | | them in your practice area and in a similar type market |
| and their member attorneys' ability to convert those | | | | to yours so much the better before you sign your |
| referrals to paying clients. Both parties have to "pull | | | | agreement. |
| their weight". Finally, LegalFish reports they are | | | | 8. I probably would not go with at this point. Why? First, |
| particularly committed to serving the solo and small | | | | no guarantee. Next does not appear to me to be |
| firm market with ten employees or less. | | | | promoting that part of the site enough. Additionally, I am |
| The next player in this marketing for law firms arena is | | | | not sure it is worth the cost of the bio and the fee that |
| (mentioned earlier in this article about their directory | | | | together will run at least $2,400 for the year. I suspect |
| listing or attorney-listing service) with their new | | | | this money could be better put to use with one of the |
| Attorney Match Service. If you go to their homepage | | | | "big three". Lastly, given the consumer has a list of |
| what stands out on that homepage is their "Find A | | | | attorneys that could be large (search on the site for |
| Lawyer Quick Search". This is their free to the | | | | your zip code and practice areas and see how large it |
| consumer attorney-listing service (this is why you might | | | | is for your area) you are going to be in a crowd I fear. |
| want to test a listing with them and track results). To | | | | Thus it looks like not much business and it seems no |
| get to the Attorney Match Service you have to know | | | | way to impact the consumers' thinking in your direction |
| to click on "Contact Lawyers" navigation tab or notice | | | | at the point where they are selecting who to contact. |
| it up there at the very top of the home page. Clicking | | | | An exception to this thinking is if you already have a |
| on that takes you to a page where you input your zip | | | | bio listing with them (and it is delivering business to you) |
| code and the practice area you are seeking, however, | | | | this add on service might be a useful attorney |
| it also tells you how many lawyers there are listed that | | | | marketing move given you are only spending $495 |
| "are interested in receiving your request". You are | | | | more per year. That said keep good records and see |
| required to fill in the identifying information with other | | | | if it produces you any business. If not you would stop |
| case information. Once you do that you see the | | | | the service of course. |
| attorneys listed and pick the ones you want to send | | | | 9. With respect to I probably would not go with them |
| your request to and wait for their replies. The fee for | | | | at this point. Why? No guarantee. I do see it as an |
| the attorney member is $495 per year, however, you | | | | advantage that it is a stand-alone away from the site. |
| must have a biographical level listing on to be on the | | | | For that reason alone I would favor it over |
| Attorney Match Service and that is $150 and up per | | | | Lawyers.com, however, I don't see or as being in the |
| month depending on the size of your firm. There is no | | | | same class as the "big three" at this point in time. |
| guarantee for this service. | | | | |