Divorce cases take a lot of work. They can be emotional, bitter, high-stakes conflicts that neither party walks away from happy. And unlike other types of cases, there is no contingency fee waiting at the end for a successful attorney.
So why do attorneys choose to work in family law? There are a lot of reasons, of course—like helping out people who are going through a crisis. Unfortunately, even the most philanthropic of attorneys still need to pay the bills. To keep the lights on, it’s important to find at least some clients who have the means to pay your fees and won’t try to skip out once the final papers are signed.
That’s right—we’re here to talk about how to attract high-net-worth clients! These divorce clients present special challenges and have special needs. If you’re a family law attorney or law firm partner, you’re already well aware of how attracting high-net-worth clients can significantly impact your practice’s growth and billings. But that only matters if you’re actually prepared to attract and serve high-net-worth people. The basics of marketing remain crucial, but targeting a more affluent demographic requires a focused approach. So let’s talk about it! This guide will discuss some advanced strategies to employ if you’re ready to position your firm as the go-to choice for high-net-worth individuals facing divorce.
Understanding the High-Net-Worth Client
Before exploring specific strategies for attracting high-net-worth clients, it’s essential to understand their unique needs and expectations. According to Investopedia, high-net-worth individuals (HNWIs) are typically defined as those with liquid assets of $1 million or more, excluding their primary residence.
A lot of times, these clients have complex financial portfolios, including:
- Multiple properties,
- Business interests,
- Investment accounts,
- Trust funds, and
- International assets.
Their divorces typically involve intricate legal and financial considerations, requiring specific knowledge from their legal counsel. If you don’t have that experience and you’re not looking to take on these complexities, you might not be ready to waste time and money on marketing to high-net-worth individuals.
Strategies for Attracting High-Net-Worth Clients
Maybe you already know how to get new clients for a law firm. Maybe you even know how to get divorce clients. But to build an effective marketing strategy for high-net-worth clients, it’s important to start thinking about their needs and how they go about meeting those needs so you can appropriately tailor your message!
1. Develop a Niche
There are a lot of capable family lawyers. To stand out in the competitive field, consider developing a niche that appeals specifically to high-net-worth individuals. This could include:
- International divorce law,
- High-asset property division,
- Business valuation in divorce, and
- Divorce for long-term marriages.
By positioning yourself as knowledgeable in these areas, you’ll be more likely to attract clients seeking lawyers that have specific experience with their type of case. After all, your average divorcee is less likely to even look for these!
2. Craft a Premium Brand Image
High-net-worth clients are often drawn to firms that project an image of success and sophistication. They want a firm that matches their image of themselves—or exceeds it. That makes it a good idea to invest in:
- A sleek, professional website design,
- High-quality marketing materials, and
- Upscale office space in a prestigious location.
Remember, your brand should reflect the caliber of clients you’re aiming to attract. Here’s a great example from the website of Garr Silpe, P.C.
3. Leverage Targeted Content Marketing
Create content that addresses the specific concerns of high-net-worth individuals going through divorce. This could include:
- Blog posts on complex asset division strategies,
- Whitepapers on protecting business interests during divorce, and
- Case studies showcasing successful outcomes for high-net-worth clients.
Distribute this content through channels frequented by your target audience, such as LinkedIn or exclusive professional networks.
4. Network Strategically
Networking remains a crucial strategy for attracting high-net-worth clients. Focus on:
- Joining exclusive professional organizations,
- Attending high-end industry events and conferences, and
- Building relationships with wealth managers, financial advisors, and other professionals who work with HNWIs.
Strategic networking can significantly impact business growth, especially in professional services.
5. Offer Unique, High-Value Services
Differentiate your firm by offering services tailored to high-net-worth clients, such as:
- 24/7 availability,
- Discreet, private meeting spaces,
- Comprehensive financial analysis and planning, and
- Collaboration with a network of expert witnesses and financial professionals.
If you have a track record of success with the services these clients need, they’ll be more likely to choose your firm. Check out this example page from Walters Gilbreath in Texas. It contains everything a high-net-worth individual might be looking for from a family attorney.
6. Implement a Referral Program
Develop a sophisticated referral program targeting professionals in other industries who work with high-net-worth individuals. This could include:
- Private bankers,
- Forensic accountants,
- Estate planning attorneys,
- High-end real estate agents, and
- Business valuation experts.
You might want to consider a reciprocal referral arrangement with these professionals (within the limits of professional conduct rules, of course).
7. Use Targeted Digital Marketing
While traditional marketing methods remain important, digital strategies can be highly effective in reaching high-net-worth clients. Consider these channels to get started:
- Targeted social media advertising on platforms like LinkedIn,
- Search engine marketing focusing on high-value keywords, and
- Retargeting campaigns to reach individuals who have shown interest in high-asset divorce services.
Digital campaigns can present a learning curve if you’re new to targeted advertising. Always consult an expert if you have any questions!
8. Showcase Your Knowledge Through Speaking Engagements
Position yourself as a thought leader by:
- Speaking at industry conferences,
- Hosting webinars on complex divorce topics, and
- Offering commentary for financial and legal publications.
This exposure can significantly enhance your credibility among high-net-worth individuals.
9. Emphasize Privacy and Discretion
High-net-worth clients often prioritize privacy in their legal matters, and it’s no secret why. Highlight your firm’s commitment to discretion through:
- Secure client portals for communication,
- Non-disclosure agreements with all staff, and
- Private, off-site meeting options.
Trust is important to every client, but it’s even more important to clients with more to lose. Make sure your messaging highlights your commitment to privacy.
I have been following Juris Digital for years on social media and reading all blog materials to better understand the brand. Juris has an impeccable reputation for results and performance. Our firm needed a leader in the industry to showcase the firm and have a create/result mentality.
— Attorney Jay Rooth
Addressing Unique Challenges in High-Net-Worth Divorces
When marketing to high-net-worth clients, it’s crucial to demonstrate your understanding of the unique challenges they face during divorce. They want a lawyer who can serve their needs the way they expect. Those needs will differ from client to client, of course, but they’re likely to include:
- Complex asset valuation. Showcase your experience in handling the valuation of diverse assets, from closely held businesses to international property holdings.
- Tax implications. Highlight your experience in navigating the tax consequences of high-asset divorces, which can be substantial.
- Privacy concerns. Emphasize your strategies for maintaining client confidentiality, especially for public figures or high-profile business owners.
- International considerations. If applicable, showcase your experience in handling divorces involving multiple jurisdictions or international assets.
- Lifestyle maintenance. Demonstrate your understanding of the unique lifestyle considerations of high-net-worth individuals and your ability to negotiate settlements that maintain their standard of living.
It’s simple, but it’s worth remembering: Every client wants their lawyer to understand them. By understanding their needs well, you can sell yourself better.
Measuring Success and Refining Your Approach
As you implement these strategies for attracting high-net-worth clients, it’s essential to track your progress and refine your approach. Consider:
- Monitoring the average net worth of new clients,
- Tracking the sources of your high-net-worth client referrals,
- Analyzing the ROI of different marketing strategies, and
- Gathering feedback from current high-net-worth clients to improve your services.
Ultimately, of course, you’re going to want a track record of successful cases that prove your worth. By marketing effectively, you can build that track record faster.
Want More Help? Choose Juris Digital to Be Your Marketing Partner
As we’ve discussed, attracting high-net-worth clients for divorce cases requires a sophisticated, multifaceted approach that goes beyond traditional marketing strategies. While the tactics outlined in this guide can set you on the right path, implementing them effectively over the long term requires expertise, resources, and continuous refinement.
That’s where Juris Digital comes in! As specialists in digital marketing for law firms, we understand the unique challenges and opportunities in marketing to high-net-worth individuals facing divorce. Here’s why Juris Digital is your ideal partner in this endeavor:
- Specialized legal marketing expertise. Our team has extensive experience in marketing for family law firms.
- Comprehensive digital strategy. We offer a full suite of digital marketing services, from SEO and web design to content marketing and PPC, all tailored to attract high-net-worth clients.
- Brand development. Our creative team can help craft a premium brand image that resonates with affluent clientele, from website design to marketing collateral.
- Data-driven approach. We use advanced analytics to track the success of your marketing efforts, continuously refining strategies for optimal results.
- Privacy and discretion. We understand the importance of confidentiality in high-net-worth cases and implement secure practices in all our marketing efforts.
- Targeted content creation. Our content team can produce high-quality, specialized content that addresses the unique concerns of high-net-worth individuals facing divorce.
- Network expansion. We can help you build and leverage strategic partnerships and referral networks to expand your reach among high-net-worth individuals.
So are you ready to elevate your family law firm’s marketing and learn more about how to get clients for a divorce law firm? Contact Juris Digital today for a personalized consultation. Let us help you unlock the full potential of your practice and secure a steady stream of high-value cases!
