Creative Marketing

I've been thinking about marketing lately and figuring out how to draw people to my business. The realization that I need to put in some time to marketing was after a phone call to a title insurance company where the very nice lady said that she could probably get me on as an agent for her company but I needed to come at her with a specific and targeted plan for how to get real estate business. She said, be creative!

For those of you that don't know, title insurance protects against property claims that arise out of prior occurrences with someone's property. For example, seller S conveys the property to buyer B, but then S also conveys to purchaser C. C moves in and B says you don't own the property and sues C to get off the land. C's title insurance would help pay to defend the lawsuit. To make sure claims like this are rare, an agent for the title insurance company will look back at the records and make sure nothing is off, that recorded deeds line up, that there are no outstanding mortgages, tax liens, or other encumbrances, and then the policy will be issued. It is typically required by a lender and homeowners may purchase their own policy as well. The attorney that does the research is often the one working for the buyer and the bank, and is present and conducts the closing (at least in MA). To get into real estate and actually make money on a closing these days, the attorney really needs to be one of these agents and get a cut of the fee for the research, hence my phone call, and hence this sudden (but overdue) focus on getting business.

Consequently, I need to market my business generally, and specifically figure out how to build real estate into the mix. Of course the best way to "market" is to pound the pavement and simply build relationships with people. Not solicit business but let them know what it is that I am all about. That way, when they are talking to someone else and a legal problem comes up, they will remember me and say "I met a lawyer, I think Tripp was his name. He seemed like a good guy. Why don't you give him a call?" Then when I get the phone call, provide the best service possible and make people want to recommend me to their friends, family, co-workers, etc.

As suggested by the title insurance lady, I am thinking about some "creative marketing" that entails getting involved with some local, non-law related volunteer projects. One idea was coordinating a food drive to benefit the local food bank. Maybe I could get the local bar association to assist or maybe my wife's school. If I could get my name out there as the attorney organizing a project like this, and getting some good press, not only could this be good for business, it would help people in the community that we live in which is even more cool. I am working out logistics in my head but it could be a great thing all around. I think some projects like this are especially important for a guy like me who is trying to establish a practice in a place I moved to just a year ago and still don't know anyone, not because I am antisocial but because figuring out how to be a Pop takes some time. I would love to hear other people's ideas on some ways to get my name out there. What might cause you to think positively about an attorney that you have never met?

My most promising and creative marketing strategy comes from a trip to the grocery store with my son yesterday. He is able to sit in the cart and happily looks around at all the lights and colors. I think he is a people watcher too, occasionally spotting someone and laughing. It really is pretty cute. People also love to talk to him, especially women that I would estimate to be in the age range of 45-65. He loves it and so do they. Now, what I am thinking is if I could make him a t-shirt that says "I'll smile at you if you take my Pop's card." Or, "Legal Problems? Talk to the bigger version of me." What about "My Pop's name is not Will but he can do yours." I'm sure I could come up with some more and would be open to other lighthearted suggestions from others. Not sure I would ever really make t-shirts but it is fun to think about.

I do have some of the more traditional marketing basics covered. I have a website which is still a work in progress (www.ntripplaw.com) and printed up some business cards that I pass out whenever I have a chance. Of course, there are all the different social media sites (facebook, linked in, twitter, avvo) that I have not actively engaged in. I am still trying to figure out how to approach connecting with some other real estate professionals. I'd like to get involved in the bar association a bit more and hopefully network with other attorneys that way. There is so much one can do and it can be a little overwhelming. I would gladly receive suggestions on how to improve my website or other traditional marketing techniques/ideas that I might be able to implement. I have never had to do this before. For now though, I think I just need to stick with what I know - getting involved, talking and listening to people, building relationships . . . and maybe making some sweet t-shirts too!



Update on Daycare: As you may have read from my previous post, we did put our son in daycare three days per week and he is still with me the other two. As we get to know and trust the woman we have him with, I like her more. She is down to earth and very willing to address any worries or concerns we may have. It doesn't hurt either that she is just starting her business as well and so our son is often the only child there, getting personal care at a normal daycare price. Whenever one of us shows up, he has big smiles, is happy, and seems well cared for - all a parent could ask for really. Once we have a little more time building our relationship, I told her I would be a reference for her so as to help her business grow but until we get to that point, I can't say that I am unhappy about my son getting more personal attention.