Red Zone Legal Marketing was born in a belief that successful legal marketers frequently drop the ball when they reach the 20 yard line
(for those not savvy in football lingo...
the red zone is last 20 yards on the football field and that’s where most games are won).
Success can be measured by search visibility and effective website communications and number of leads generated. None of that flows to the bottom line of the law firm unless the goal line is crossed.
BECAUSE THERE'S NO ONE DOING WHAT WE ARE DOING.
IT TAKES FOCUS, SKILLS AND FOLLOW THROUGH. AND, IT'S LOW RISK AND HIGH REWARD.
Infrastructure, Making a Great First Impression and Staying In Touch with Prospective Clients.
Read about our Services.
Here are the very expensive steps involved in getting your firm into the Red Zone:
1. A web presence is created and tested over time. Designs are tried and rejected and finally approved. Content is written. Images are selected. The game is afoot!
2. Traffic generating strategies are implemented. Nothing happens until prospective clients reach your website:
a. First they see a listing on a search engine result
b. They either click through or they don’t.
c. If they do, it takes less than 60 seconds for them to determine if there is a possible fit for their need
d. With a bit more thought, they decide whether to call now or look at some other choices
e. Some of them give your office a call.
3. Eureka – the ball is less than 20 miles from the goal.
The phone rings at your office. Now what?
1. Voicemail picks up.
2. A human being picks up.
a. They are under a deadline
b. They’ve been instructed not to put anyone through who might waste a lawyer’s time
c. They ask qualifying questions. The prospective client feels a bit like someone in shabby clothes talking to a Mercedes salesperson.
d. They take a message.
e. The lawyer returns the call.
How many calls does it take for your firm to open a file?
We're here to help You with Infrastructure, Making a First Great Impression and Staying In Touch with your Prospective Clients.
I have been flirting with the idea that successful completion of a “Sale” is underdetermined in the law office, as it is in many other professional services businesses.
I’ve been in high value tech sales since 1974. I’ve had way above average success in moving prospects from interest to signing on the dotted line in a variety of industries.
I came into the legal space in 2008. I’ve been very successful. Part of that success was based on helping lawyers decide that websites and search engine results and calls constituted success. In some instances, I had to cope with my understanding that my customers weren’t doing as well as they might.
It became apparent that getting the ball to the 15 or 10 or 5 was not enough. Examples:
· A criminal law firm I helped became dominant in multiple areas of practice. At a certain point, they were spending a significant amount of time talking to prospective clients, most of whom did not retain. By that time, I was recording and monitoring calls. It was clear that the lawyer approach left a lot on the table.
· A doctor in the Midwest tried, at my recommendation, a tv campaign aimed at people with sleep problems. 175 potential patients called in a week. Zero appointments were set. The recorded conversations made it clear that his staff were very good at setting appointments with patients who had been instructed by their primary care giver to see my doctor. The staff had no idea how to communicate with someone who had the desired problem but needed to have questions answered and needed to be helped with a decision.
· We did a traffic ticket website for a New York law firm which generated a high volume of calls. I was ecstatic; the lawyer was much less so. He was having dozens of conversations each week with prospective clients who did not retain. Rather than cancel the website, he agreed to let me manage the intake conversation with my people. Closing ration went from 10% to 50%. His time on the phone went from a lot to almost none.
I finally realized that this was a gap I could fill. I could teach anyone with a good personality and compassion to speak to prospective clients in a better way. Red Zone Legal was formed six years ago to carry that ball.
Our team and phone staff have decided to expand...
We Enjoy helping the Lawyers and the prospective clients.
We pride ourselves on being compassionate listeners, an understanding voice and consultative success.
I met Richard Rosen in February 2008. My practice was a typical small town legal practice. Wills, real estate, minor criminal infractions like traffic tickets. I was also Town judge in New Paltz New York.
I think I had a sense of ambition, but I didn’t really see a path to a more satisfying and lucrative practice.
I had a small website, but it didn’t make a real difference in my practice.
Richard came in as my new sales rep for the website company. He suggested that the Internet might offer a much more strategic opportunity. He asked a lot of questions, most telling: What kind of law did I really want to practice? My reply: I wanted to focus on divorce and family law, stop doing a little bit of this and that. He came back with a proposal to spend a little more money, backing up the idea with data supporting his hypothesis. I decided to give it a shot.
That was 11 years ago. My practice is now focused entirely on Divorce and family law. I also have associates maintaining a very lucrative traffic ticket practice. My revenue has grown from low 6 figures to close to 7 figures and still growing.
How did this happen? What role did Richard play?
1. The first website, focused on family law, was successful. Richard and I decided to take it to a higher level - more content, a set of videos explaining my approach to helping clients, and design elements aimed at making a prospective client feel like they may have found a lawyer that could solve their problems and inviting a call.
I’ve been through multiple iterations of that website and that effort continues to drive my divorce practice.
2. He’s not always successful. We tried a diversification into multiple other areas of practice. Did not bear fruit. Richard managed my relationship with his company, kept me from what would have been a crippling expense load, and somehow convinced his company to not only bring my expense back to a comfortable level but also to refund my entire diversification investment.
3. Richard left that company and set up a consulting practice. He’s been a resource to me ever since. My marketing effort has expanded beyond just having a website. Richard continues to bring me new ideas to grow my practice.
4. One of the most productive. He and I decided to experiment with helping drivers who had gotten traffic tickets. The website we built began to generate a significant flow of “leads”. A mixed blessing. I was spending much too much time talking to prospective clients; my receptionist went into overwhelm; and very few of those prospects became clients. I could easily have pulled the plug, and I would not have blamed Richard. He’d done what I asked him to do.
5. I’m not going to share the details, but, with his help we managed to get me off the phone, channel the calls to a dedicated employee, develop a process to facilitate retention. The practice now represents 25% of my firm’s income with almost no effort on my part.
6. Another issue: even though we were dealing with bringing many more clients into my caseload, my administrative capability had not kept pace. I did what I do: complained to Richard about the pain he’d inflicted on me. He investigated the market, found a case management solution which would enable my firm to keep up with the volume. He also implemented a system to manage the myriad steps involved in turning an initial inquiry into an open file, a process which often involves a decision by someone considering divorce taking weeks or months.
7. Through it all, Richard has always stayed vigilant for problems and opportunities. I’ve spent a great deal of money on multiple vendors, most of whom are not organized to cause themselves problems by pointing out their missteps or outright failures. Richard analyzes the data, spots areas that needs improvement, works with or without the vendor to generate solutions, and then oversees the corrective effort.
That’s my story and I’m sticking to it. I’ve insisted that Richard not share it with other competing attorneys in my geography. If you’re a divorce lawyer and/or have a traffic practice. And you’re practicing in the Hudson Valley. Please disregard.
Otherwise, I highly recommend Richard Rosen and Red Zone Legal to help you as he’s helped me. Good luck to you.