estate planning marketing

Connect With Us:

The Art and Strategy of Selling a Law Firm: Insights from Victoria Collier

Posted On: September 13, 2023

By: Jennifer Goddard

Book A Discovery Call

Written by: Jennifer Goddard

Jennifer Goddard is CEO and co-founder of IMS. She has been at the helm of the agency since its start-up in 1995. Jennifer specializes in helping estate planning and elder lawyers grow 7-figure firms with digital marketing. Jennifer has a bachelor's degree in journalism from the University of Missouri-Columbia and a master's degree in business administration from Michigan State University.
Post Categories:
Selling a Law Firm

Law firms, much like any other business, can be valuable assets with a potential for sale. Yet, the intricacies of selling a law firm differ significantly from other industries. On a recent episode of the Marketing Lawcast, host Jennifer Goddard sat down with Victoria Collier, a former estate planning attorney and current expert on facilitating law firm sales, to shed light on the process and provide invaluable insights.

1. The Value of a Law Firm Isn't Tied to the Lawyer
It may come as a surprise, but the true worth of a law firm goes beyond the reputation or expertise of its lead attorney. Instead, it's anchored in the firm's infrastructure. This includes automation, an adept team, and an ongoing marketing strategy. Just as a company's valuation is deeply intertwined with its operational efficiencies and growth potential, a law firm's value lies in its operations and ability to function seamlessly without the primary lawyer.

2. Common Pitfalls in Law Firm Sales
Like any sale, there are mistakes and misconceptions. One of the prevalent errors lawyers make is prematurely winding down their practices. By reducing staff or turning away cases, they inadvertently shrink the firm's value. In Victoria's words, this is similar to a property undergoing foreclosure or being sold short. To maximize the value upon sale, lawyers need to reinvest and maintain the firm, ensuring it's an attractive proposition for potential buyers.

3. The Ideal Scenario for Selling
Victoria suggests that if an attorney has a vision to sell, they should consider a timeframe between one to five years. This window allows adequate time for valuation, implementing changes to increase value, and ensuring the firm is primed and appealing for potential buyers.

4. Timelines Can Vary Greatly
No two law firm sales are the same. Some close deals within a few months, while others might linger longer. Estate planning firms, according to Victoria, often experience quicker sales, but the most crucial factors remain the asking price and the seller's flexibility.

5. Finding the Right Buyers
For Victoria and her team, the process of identifying potential buyers is rigorous. Using a combination of phone calls, emails, and direct mail, they engage in "smiling and dialing" to curate a list of potential purchasers. Moreover, by ensuring a personal touch in their communications and diligently screening prospects, they guarantee that only the most serious and fitting candidates are introduced to their clients.

6. The Unexpected Journey of Victoria Collier
Victoria's journey from an estate planning attorney to an expert in law firm sales is a testament to evolving career paths and identifying industry needs. Her initial plan post selling her firm was farming, but recognizing the niche demand, she pivoted. Today, she assists lawyers in ensuring they get the value they deserve from their practice sales.

Selling a law firm is no small feat. It requires planning, strategy, and understanding the market's nuances. Victoria Collier's expertise and insights illuminate the path for attorneys contemplating this significant transition. For those eager to delve deeper, a direct consultation might be the next step to unlocking a firm's potential value.

For more such insights and expert discussions, stay tuned to the Marketing Lawcast!


Estate Planning and Elder Law Practice Growth Advisors

Book A Discovery Call
estate planning marketing
Lawmatics logoCallrail logoFlywheel logoClio logoGoHighLevel logo
Disclaimer: Growing a small law firm to six or seven figures (or more) is not easy. The journey is both challenging and exhilarating. At every step you may be tempted to quit. Those who succeed are committed, coach-able and resourceful. If that’s you, let’s talk.