In British Columbia, people most often use lawyers to handle:
- real estate purchase or mortgage
- will
- family law
- business matter
The people who are most likely to have seen a lawyer in the previous 12 months include:
- women
- people under the age of 55
- those with more education
- those from higher income families
How does this compare to those who would most likely have used a notary in the previous 12 months? Those people are a more heterogeneous group with a slightly larger chance of being from a rural rather than an urban area. Those who would think first of a notary for handling their legal problem were over 55, with high school or less, and rural. It is generally considered that people find notaries less intimidating than lawyers.
Research shows that most people think first of lawyers when faced with a legal need (the marketers' window of opportunity), but they chose notaries because they prefer to deal with a notary.
An ABA Guide to Public Relations states the problem:
Public criticism that lawyers do not take a personal interest in their client's problem, that they have a superior attitude, are not prompt in handling matters, do not explain the case to the client or keep him informed of progress of the case, do not return phone calls, take cases they are not capable of handling and generally exhibit poor work habits an attitudes toward clients.
And the cause:
Failure of lawyers to recognize the importance of interpersonal aspects of the attorney-client relationship such as attitude friendliness, show of concern for client's problem. Failure to take the time to discuss the case fully with the client and explain legal problems, procedures and alternatives. Failure to establish good office procedures and work habits and to utilize modern office equipment and trained personnel to assist in expediting legal services and provide better client contact and communications.
In BC, clients were asked to rate their own lawyer's level of concern shown for their problems. Two-thirds believe some their lawyer exhibited concern qualifed as:
- 31% excellent
- 37% good
- 32% only fair or worse.
Asked to rate the level of concern for clients' problems by lawyers in general, the ratings were 7% excellent, 44% good. While this is a good majority, it is not an A+ mark.
In Ontario, earlier research showed that people hire lawyers recommended by friends and family before looking elsewhere.
They rely on other professionals for recommendations before turning to the telephone directory.
In BC, research showed that people do not select lawyers on the basis of the lawyer's advertising. Research also shows that proximity and signage had no impact on people's choice whether to hire a lawyer or notary (so, for example, store-front office are not more attractive than others).
Once again, we see that establishing good relationships with existing clients and with other professionals is key to growing your practice!
