"Please Hire Me - I'm Just Like Every Other Divorce Lawyer"
They keep your returns equalized whether you have a free account or a pay-to-play account.
Me-Too Free Accounts
The reasons they are able to keep your returns equalized on a free account are that there is a glut of lawyers on the market, there is no limit to the number of lawyers who can sign up for free accounts and there is a relatively flat market demand for family law services.
The mass-lawyer directories have become incredibly successful at signing up divorce lawyers for free divorce lawyer advertising accounts on the false premise that they will handle your law firm marketing and you will handle your law practice.
In reality, the mass-lawyer platforms handle only their own marketing and positioning. You are their commodity, and there are a lot of you.
The mass-lawyer platforms’ commercial interests do not coincide with yours. Your ROI is not their concern or purpose.
After you sign up, all they need to do is keep you standing in line with at least a free account. Obviously, it costs nothing and they know statistically that a free account will bring you a paying case every 6 or 9 or 12 months, depending on the number of divorce lawyers in your market.
They also know that the low level of return on a free account will keep you in line because you know that standing in line is better than not doing so. It’s free!
While you will occasionally get tossed a bone, your free account enables them to bombard you constantly with pay-to-play offers to improve your position and frequency of exposure within the platform’s website hierarchy.
They know that you will eventually pay. “Gee, if I’m getting an occasional case for nothing, just imagine what I’ll get if I pay.” That’s their goal.
If you pay up, and then constantly pay more, you’ll get more cases than with a free account but they’ll be lower profit cases and will be equalized across all paid accounts. Your returns still stagnate.
Me-Too Pay-to-Play Accounts
The paid plans are proportionately worse because as more local divorce lawyers pay-to-play, you get to pay the same fee for a smaller slice of the same pie.
If you increase your payments or bids, it’s worse. You then get the same number of cases at a higher cost and a lower profit margin.
How could that possibly be a wise legal marketing strategy for you? You are on their treadmill.
You are at the mercy of how many other divorce lawyers in your market sign up for each me-too divorce lawyer advertising plan, whether paid or free.
Further, if this is your sole law firm marketing strategy, you have no source of business that you control.
You Work For Avvo
Whether free or paid, the me-too platforms then sell you to their customers using a model that keeps you looking like all other lawyers. At the same time, they maintain ownership and control of your Q & A, your goodwill and your future referrals. Constant spamming of your client list is one of the reasons Avvo has an F-rating at the Better Business Bureau.
Additionally, they capture all of your earned future ethical up-selling income and referral income by requiring you to use their local phone number, NOT yours, in your ads on their platform. Those phone numbers are switched out periodically in order to keep the Lifetime Value of your clients equal to your fee for the first matter.
No ethical upselling or referrals are coming your way, despite the fact that you have earned that business.
And as a kicker to the mass lawyer-finder roulette wheel, the clients you satisfy are going back to Avvo, GMB, Justia, FindLaw, Super Lawyers, Yelp and Legal Zoom in the future.
They’re not coming back to you and they won’t refer friends or relatives to you. They won’t even remember your name or number or website.
Avvo has a stronger and more memorable brand – that you paid for! If you had a great Uber experience last week, will you be contacting that driver or Uber next time?
Avvo will play your clients far better in the future than you have the time to do. You’ll be struggling with either fewer cases and a smaller gross or more cases at a lower net profit margin.
By contrast, if you sign up for 1-800-DIVORCE, you will be the exclusive 1-800-DIVORCE lawyer in your town. You will BE 1-800-DIVORCE in your town.
You will cheaply, exclusively, uniformly and permanently brand your family law firm or separate PLLC, its domain name, its phone number, its email addresses, your online content, your blog posts, your videos and your monthly emailed newsletter to all prior clients. In short, all of your law firm advertising will be uniformly branded.
You will be the best and most memorable family law brand in the world – better than Avvo.
Your clients will actually remember you and refer their friends and relatives to you. American consumers love to refer. They particularly love to refer to 1-800-DIVORCE. The psychology of the referral is strong.
No other local lawyer will be able to duplicate your performance while you are the exclusive 1-800-DIVORCE lawyer in your market.