Larry Bodine, marketer extraordinaire, to large law firms asked me to address the following questions on my blog:
Larry, Thank you for your email expressing interest in the following:
1. If an estate planning lawyer is looking for wealthy individuals, what is the best way to find them?
2. If an estate planning lawyer is looking for business clients who need estate planning work, what is the best way to find them?
If an estate planning attorney is looking for wealthy clients, he or she must connect to other attorneys who have wealthy or high net worth clients who don't do estate planning. Good matches for estate planning attorneys are family lawyers, business lawyers and best of all, real estate litigation lawyers. A lawyer looking for business clients who may have estate planning needs has to be connected to CPAs and Brokers. A high net worth person who has just completed a high-end real estate sale or business sale is a very good prospect for estate planning. Those who know about those business deals are business brokers, real estate brokers and CPAs.
Marketing for Certified Specialists and niche attorneys is in some ways simpler than marketing a general practice. All attorneys, but especially Certified Specialists can generally take advantage of the three top basis methods of marketing. 1) Contact with other Practitioners or general practitioners through email or other media and keep your name in front of them; 2) Give seminars for other Attorneys and other professionals and introduce them to what you do and share the recent case law with them; 3) Community involvement. If you are not a "people person" and don't particularly enjoy marketing in the above three ways, you may want to try internet marketing in sites most visited by wealthy individuals.
Because as a Certified Specialist, an attorney has already established a niche, the key is to identify where most of the existing clients are coming from. If most of your clients are coming from family lawyers, you should develop a newsletter or monthly article which gets your name in front of your local family lawyers. If your top producing clients are coming from CPAs, for example, your printed newsletter or electronic newsletter should be in front of that group every month.
To learn more about business development, see Miraval Business Development Retreat: http://www.blog.larrybodine.com.
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