Celebrating 10 years! 2007-2017

Advertising Budget per month

Hi all, I wanted to ask the solos/small firm practitioner ambulancechaser201303/17/17
Take this with a grain of salt because this isn't my practic garfieldfan03/17/17
I don't practice PI, but do a lot of adwords. I don't think newsolo03/17/17
10 decent cases (about $30k each average) a month is pretty guyingorillasuit03/17/17
Kyle McEntee and Debbie Merritt put together a series of pod inho2solo03/18/17
ambulancechaser2013 (Mar 17, 2017 - 5:31 pm)

Hi all,

I wanted to ask the solos/small firm practitioners a question.

How much money do you would be reasonable for advertising per month for a plaintiffs' personal injury practice that focuses on auto accidents and premises liability?

The goal would be to get around 10 cases a month. Would $5,000.00 be enough or are we looking at over $10,000.00?

Major metropolitan area. What would you recommend for attorney advertising sources?

Thanks.

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garfieldfan (Mar 17, 2017 - 8:17 pm)

Take this with a grain of salt because this isn't my practice area, but those numbers seem low. I had friends who worked at a few of the big PI places in our secondary midwestern city right after school and I was floored by the business model. It doesn't seem conducive to small firms or especially solos. The mid sized one may have only had four lawyers or whatever, but they had 14 support staff. Very difficult to keep pace as a solo. The bigger ones had basically an army of call screeners and people fielding inquiries. Just a huge amount of manpower. And that stuff isn't cheap.

From people I've talked to, recommendations are to generally spend at least 4% of gross on marketing and, if you're trying to grow, 10%. That's not for PI, where I'd bet it may be even higher.

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newsolo (Mar 17, 2017 - 8:18 pm)

I don't practice PI, but do a lot of adwords. I don't think 5k or 10k is going to get you a lot business. PI search terms are insanely expensive. If you're in a large metro area 5k might get you 30 to 40 clicks. Some of these will be competitors checking out your ad.
You might get a case or two, but you won't get 10 good cases.

Try meeting with attorneys in high volume practice areas. Tell them you'll give them a referral of 25 to 33% for a good lead (if your state allows).

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guyingorillasuit (Mar 17, 2017 - 8:44 pm)

10 decent cases (about $30k each average) a month is pretty ambitious.

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inho2solo (Mar 18, 2017 - 11:05 am)

Kyle McEntee and Debbie Merritt put together a series of podcasts called "I am the law" that have people talking about their various practice areas.

Check out number 2, which is Tricia Dennis who used to comment frequently on ITLSS. She's got a solo PI practice in Chattanooga and as I recall from when I listened to it, she spends some time going through her ad strategies and costs. Number 41 (the current one) is also PI but less relevant I think because it's a larger firm (don't know how large; didn't listen, but the background info indicates it's not a solo).

http://www.lstradio.com/iatl/

Edit to add, here's the direct link to #2 http://www.lstradio.com/#ep2

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