How to build the law practice of your dreams
Readers of this blog know it includes a random book report from time to time, and this is one of those times. I read John H. Fisher’s The Power of a System; How to Build the Injury Law Practice of Your Dreams last summer and I have bought it for more than one real estate practitioner. Today, I recommend it as excellent reading for the readers of this blog.
At the beginning of his medical malpractice firm, Fisher wished for a step-by-step manual for running a profitable practice because, like the rest of us, he was not taught strategic planning, goal setting, business metrics, managing employees, managing clients and marketing in law school.
The author has developed that manual for a personal injury law firm, not just technical systems for running a business, but also the managerial and entrepreneurial principles to keep a constant stream of new cases and clients coming down the pipe.
The three parts of the book, The Technician, The Manager and the Entrepreneur, are based on Michael E. Gerber’s classic book, The E-Myth Revisited, another favorite of mine for law firm management. Gerber’s message is that every lawyer should set aside time each day to work on the business through strategic thinking instead of only spending time working in the business through technical legal work. Fisher’s book provides systems for all three roles the law firm owner must play.
Mr. Fisher provides us with a glimpse into his daily work life through his office rules. Those rules are based on the theory that staff members should handle every aspect of a practice that don’t absolutely have to be handled by the attorney. In the residential real estate practice, the functions the attorney must handle would include the closing, the second review of title, and the resolution of legal issues that arise in connection with conflicts, title and closing. Rules in a residential practice would be in writing and would make it clear that staff members are responsible for keeping attorney time free to touch those matters that only the attorney can handle.
The author’s rules deal with dress code, internet use, cell phone use, personal errands and timeliness, how to avoid interruptions and completing assignments. He has “scripts” in place for handling telephone calls, and insists on answering the phone with a smile. My favorite is his “no-gossip rule”. His rules are robust and demanding. But putting those guidelines in practice and enforcing them would ease day-to-day conflicts and stresses that arise among staff members.
This law firm outsources manual tasks by using companies such as Elance.com (now Upwork.com), Your Man in India (YMII) and Brickwork. The author believes that outsourcing has allowed his business to become a 24 hour/day law firm.
Fisher’s emphasizes treating new clients with “shock and awe” to demonstrate that he “shows up like no one else”. His package includes his book The Seven Deadly Mistakes of Malpractice Victims. Each book is personalized and signed, for example, “Dear Mary”. The package also includes audio informational CDs and a binder of office policies including a “Client Bill of Rights”. Each client should understand communicating with his or her lawyer from the outset of the relationship.
Mr. Fisher believes in setting goals and measuring everything. Measuring law suit time frames reduces costs and increases profitability. Real estate lawyers should set goals and measure time frames for closings. By measuring time frames for title work, surveys, termite letters, receipt of closing numbers, receipt of lender closing packages, commitment preparation, closing document preparation, recording, disbursement, satisfactions and distributing final documents, a real estate practitioner would ascertain where systems are routinely bogged down and would be able to work toward fixing those pressure points.
The author believes in marketing to the “ideal client”. While I usually have to translate books like this for real estate practices, Mr. Fisher did the translation for me in this regard. This is his paraphrased message to us:
If you are a real estate lawyer, are your ideal clients the homeowners buying a new house? No! The homeowners will use your services one time for a fee of $750, and you will likely never hear from them again until they buy another home. You will be broke by the time the homeowners need you again. The ideal client for a real estate lawyer is the real estate agent who refers a steady stream of new homeowners. The goal is not to make money on a single transaction. Rather, the goal is to develop relationships with your ideal client that will generate new clients and a steady stream of income for the rest of your career. The lifetime value of your ideal client is far greater than the value of a single transaction.
The book outlines three simple marketing rules that the author says will place a lawyer ahead of 98 percent of the competition:
- An informational-powerhouse website that provides killer content on a daily basis;
- A monthly newsletter targeted to the ideal client; and
- Regular seminars and workshops that provide valuable content to the ideal client.
He gives details on producing the monthly newsletter and establishing regular event marketing in the form of seminars and workshops.
We could all use an entire school-year class in law office management including each aspect of the work Mr. Fisher emphasizes. Since that class doesn’t seem to exist, I will do my best to obtain and communicate the information dirt lawyers need in this regard. As a favorite political pundit routinely says, “watch this space.”