Building the Family Law Practice

Specialization Is the Key

Differentiation of a family law firm from its competitors can be done in a number of ways, the most common of which is to position the practice as providing legal services to affluent individuals. After all, the larger and more complex the divorce, custody or support issue may be, the greater potential there is to command higher fees. The problem with this approach is that there are a lot of other law practices seeking to carve out this niche as well. Everyone wants a wealthy clientele. And because there is so much competition, the cost of pursuing these clients, in both dollars and time, can be daunting. Instead, law firms seeking to reach the affluent market should actually specialize themselves further: Become the “go-to” law firm for physicians, or other attorneys, or business owners or any target group that typically has complex legal matters to address.

Of course, target marketing by economic status is not the only way in which family law firms can niche themselves. For example, current events may create opportunities. At the moment, with the ongoing debates regarding the legal rights of gay and lesbian couples, some family law practices are touting their proficiency in handling legal matters involving this segment of the population.

Similarly, divorce, child support and custody matters are that much more complex when they involve children with special needs. The parent of such a child would be wise to consider a firm with a special understanding of the relevant issues. And there is a smart law firm out there that is going to fit the bill.

Another example? How about the family law practice that targets local unions? The margins may not be great, but the volume of cases may be well worth the effort of pursuing them.

Conclusion

When a law practice claims a niche, it opens up the door for a whole new range of marketing channels. Success will come from a carefully crafted plan that conveys exactly what the firm is all about and the types of clients that will be most satisfied with the services it provides. That type of family law practice not only generates its fair share of new files, but is able to do so in a much more cost-effective manner. And that's legal marketing at its finest.

Les Altenberg is the President of A.L.T. Legal Professionals Marketing Group, which provides integrated marketing services to law firms nationwide. He can be reached at 856-810-0400 or online at [email protected].

It is a tendency for law firms ' whether they are single or multi-practice ' to want to be all things to all people. After all, the reasoning goes, if you can target a larger audience of potential clients, then you are also more likely to attract and convert more of them as well.

The problem with this thinking, however, is that it rests on two false premises. First, it fails to take into account that, in order to be moved toward action (i.e., picking up the phone and calling the attorney), a prospect will most often need to be exposed to that firm a threshold number of times. Business development efforts that fall short of such thresholds are literally throwing money away. Second, in trying to be all things to all people, law firms run the risk of failing to distinguish themselves from their competitors. This is no trivial concern because it necessitates spending even more money just to keep up with those who may be dominating the market.

These truths are particularly pertinent to family law practices, which, all too often, perceive themselves as providing basically the same set of legal services as the scores of competitors down the street. While this may have some legitimacy in that most family law practices handle divorces, custody matters, child support, etc., marketing-savvy firms understand the importance (and the potential gold mine) of carving out a specific niche within the family law arena.

Specialization Is the Key

Differentiation of a family law firm from its competitors can be done in a number of ways, the most common of which is to position the practice as providing legal services to affluent individuals. After all, the larger and more complex the divorce, custody or support issue may be, the greater potential there is to command higher fees. The problem with this approach is that there are a lot of other law practices seeking to carve out this niche as well. Everyone wants a wealthy clientele. And because there is so much competition, the cost of pursuing these clients, in both dollars and time, can be daunting. Instead, law firms seeking to reach the affluent market should actually specialize themselves further: Become the “go-to” law firm for physicians, or other attorneys, or business owners or any target group that typically has complex legal matters to address.

Of course, target marketing by economic status is not the only way in which family law firms can niche themselves. For example, current events may create opportunities. At the moment, with the ongoing debates regarding the legal rights of gay and lesbian couples, some family law practices are touting their proficiency in handling legal matters involving this segment of the population.

Similarly, divorce, child support and custody matters are that much more complex when they involve children with special needs. The parent of such a child would be wise to consider a firm with a special understanding of the relevant issues. And there is a smart law firm out there that is going to fit the bill.

Another example? How about the family law practice that targets local unions? The margins may not be great, but the volume of cases may be well worth the effort of pursuing them.

Conclusion

When a law practice claims a niche, it opens up the door for a whole new range of marketing channels. Success will come from a carefully crafted plan that conveys exactly what the firm is all about and the types of clients that will be most satisfied with the services it provides. That type of family law practice not only generates its fair share of new files, but is able to do so in a much more cost-effective manner. And that's legal marketing at its finest.

Les Altenberg is the President of A.L.T. Legal Professionals Marketing Group, which provides integrated marketing services to law firms nationwide. He can be reached at 856-810-0400 or online at [email protected].