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KickerFeaturesSectionsNewsLJN NewslettersThe Matrimonial Strategist

Marketing the Family Law Practice

BY Les Altenberg
January 31, 2013

If you are an attorney, you know how difficult marketing a law firm can be. If you are a matrimonial attorney, then you know that marketing the family law practice can be especially difficult. There are a number of reasons for this, not the least of which is that in targeting those contemplating divorce, one is trying to reach the unreachable. There are no lists that contain names of those in difficult marriages.

The Down Side

  • You can offer no guarantees as to what the ultimate settlement will look like.
  • You cannot take the case on a contingency basis and “get compensated, only if you win.”
  • It is not permissible to offer incentives for prospects to call a specific attorney.
  • There are no seasonal skews.
  • It is difficult to position a family law practice as unique compared with its competitors.
  • Marketing often requires significant outlays of time and/or money.

The Up Side

That is the bad news. Here is the good news: People are and always will be divorcing. They will always be seeking custody and parenting time. And they will always be seeking to enhance their financial positions. Furthermore, family law clients can come from all ends of the general population. And, while the demographics may be broad, the geographic areas the family lawyer targets usually are not. This means marketing costs can be minimized. But the most important piece of good news ' at least from a marketing perspective ' is that the divorce process is intimidating. People are hungry for information. Unless they have gone through a divorce several times before, they have no idea of what to expect. The savvy matrimonial attorney will leverage this fact to his or her own business development advantage.

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