PILMMA recently commissioned an extensive consumer behavior study to help personal injury lawyers better understand what drives today’s consumers to hire an attorney, and to choose one firm over the others available in their market. The Study compiled data from 400 random consumers across the country, and the results are summarized in this report.
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BY KENNETH L. HARDISON
STUDY How Consumers Choose Their Personal Injury Lawyer CONSUMER BEHAVIOR
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THE STUDY
PILMMA recently commissioned an extensive consumer behavior study* to help personal injury lawyers better understand what drives today’s consumers to hire an attorney, and to choose one firm over the others available in their market. The Study compiled data from 400 random consumers across the country, and the results are summarized in this report.
THE DETAILS
The Study was designed to explore three key areas: 1) how today’s consumers perceive personal injury lawyers 2) what characteristics they feel are most important when hiring a personal injury lawyer, and 3) their attitudes about legal advertising.
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APRIL 2023
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ATTITUDINAL SEGMENTS
CONSUMERS STUDIED FALL INTO THREE DISTINCT ATTITUDE CATEGORIES WHEN IT COMES TO HIRING OR CONSIDERING HIRING A PERSONAL INJURY LAWYER.
1.Thirty Percent are TRUSTING 2.Forty-one Percent are CONFLICTED 3.Twenty-nine Percent are SKEPTICAL
SEGMENT 1: TRUSTING (30%) Trusting respondents believe in proactively establishing a relationship with a personal injury attorney even before they need one. They believe these attorneys are good at what they do and are strongly motivated to help their clients. For these respondents, having a relationship ensures their interests are protected and gives them the best chance of receiving maximum compensation. Trusting participants say they are more likely to choose an attorney who is recognized as an expert in the type of injury they have suffered, and that hiring an attorney is a smart idea and worth the cost. Personal Injury Lawyers should consider writing short, easily consumable books and/or e-books about personal injury topics to give to potential clients and use as digital lead magnets; Books are an easy way to set yourself apart as an “expert” in your area of practice.
87% of these respondents have hired a personal injury attorney; 61% of those have done so only once.
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SEGMENT 2: CONFLICTED (41%)
Conflicted respondents, 77% of whom have hired a personal injury attorney, nevertheless have significant reservations about how hiring an attorney reflects on them and whether the incremental benefit is worth it.
They believe that hiring a personal injury attorney means they’re a greedy person and that other people will see them as greedy for doing so. While they recognize many of the benefits of hiring an attorney, those benefits are offset by what hiring an attorney says about them.
These respondents are far more likely to say they could handle a settlement negotiation well without needing an attorney.
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Thus, Personal Injury Lawyers should add content to their marketing efforts that delivers a message designed to address these concerns: Communicate the need to protect their future and remind them that they only get one shot to do so. Make sure they understand that no one has to know that they are working with a lawyer to protect their interests. These respondents are far more likely to say they could handle a settlement negotiation well without needing an attorney. Among those who have hired an attorney, 66% have done so more than once, and 27% have hired an attorney three or more times, far more than other segment respondents. This segment is also characterized by a strong affinity for attorney advertising. They are far more likely than other segments to believe that advertising signals that an attorney is highly successful, and to say they are more likely to trust a personal attorney if they’ve seen the attorney advertised. Personal Injury Lawyers should note that the Conflicted group is the largest group of Consumers surveyed. They respond well to lawyer advertising, so PI Lawyers should leverage this predisposition. Don’t be afraid to advertise on TV, Radio, and on social media platforms. Include content in your marketing efforts that addresses this segment’s concerns as noted above. SEGMENT 3: SKEPTICAL (29%) Skeptical respondents feel most advertising by personal injury attorneys is cheesy, and thatt the most successful attorneys don’t need to advertise. They also believe that insurance companies try to take advantage of their customers if they can and that most personal injury attorneys care more about the money they can make from a case than about the needs of their clients. Personal Injury Lawyers should address this concern in their marketing messaging, by including a 100% Client Satisfaction Guarantee. Let consumers know that if at any time they are not completely satisfied with the representation, they can retrieve their files and owe nothing.
81% of these respondents have hired apersonal injury attorney; 67% of those have done so only once.
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OTHER ATTITUDES Other attitudes that were not found responsible for defining different attitudinal segments nevertheless shed additional light on the perceptions of each of the segments: Trusting respondents are much less likely to agree that most personal injury attorneys are ambulance chasers or that they encourage clients to sue unnecessarily. (30% of those Surveyed) Conflicted respondents are much more likely to strongly agree that they generally trust attorneys and that using an attorney makes a client appear more sympathetic in court, but they also are far more likely to believe that attorneys often encourage people to sue unnecessarily just to make money and that most personal injury attorneys are ambulance chasers. They also are far more likely to strongly feel that they will get more compensation if they don’t have to pay attorney’s fees.(41% of those Surveyed) Personal Injury Attorneys should address this faulty opinion by communicating in their marketing that the Insurance Institute Study shows that people who hire an attorney to represent them receive compensation that is 2.5 to 3 times more than those who try and represent themselves without an attorney. Skeptical respondents are the least likely to say they trust attorneys, or that they notice attorney advertising. They are also the least likely to believe that having an attorney makes you look more sympathetic in court. (29% of those Surveyed)
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BASED UPON THE STUDY DATA...
While there are some differences in gender distribution and income between segments, none are sufficient to clearly identify which segment a prospective client will be in. However, attorneys must recognize the preponderance of clients under 50 who are conflicted and assume that many prospects of that age are likely to feel the same.
STUDY PARTICIPANT DEMOGRAPHICS:
Age and Gender
**66% of the study Participants were 50+ **34% of the Study Participants was under 50
Respondents ranged from those in their twenties to those over 70. While all segments are found in all age groups, Conflicted respondents are far more likely than other segments to be under 50. Trusting and Skeptical respondents are more likely to be 60 or older.
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62% of respondents are male, and all three segments are found in each gender group. Conflicted respondents are more likely to than others to be men.
Income Conflicted respondents are significantly more likely to report annual household income of more than $100K compared to other segments. Personal Injury lawyers should market strongly to the Under 50 consumer, since majority of that age group falls as in the Conflicted category, which responds well to leagal advertising.
BASED UPON THE STUDY DATA...
While there are some differences in gender distribution and income between segments, none are sufficient to clearly identify which segment a prospective client will be in. However, attorneys must recognize the preponderance of clients under 50 who are conflicted and assume that many prospects of that age are likely to feel the same.
HOW STUDY PARTICIPANTS FOUND AN ATTORNEY:
Where Study Participants First Heard of the Attorney they Last Hired:
45% of respondents say they first heard of the attorney last hired from a family member, friend or neighbor. 20% say they heard of the attorney through traditional or social media advertising. Only 5% say they heard of the attorney they last hired through their social media network. Trusting and Skeptical respondents are more likely to cite family members, friends and neighbors than Conflicted respondents, who are more likely to cite advertising, online search and social media than other segments.
45% of the study participants cite family, friends, or neighbors as the source of how they first heard of the attorney they last hired.
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20% of the study participants cite advertising as the source of how they first heard of the attorney they last hired.
THE POWER OF A FAMILY MEMBER OR FRIEND'S POSITIVE EXPERIENCE: 52% of those surveyed say someone they know has hired a personal injury attorney in the past. This percentage is fairly consistent between segments, although those in their 30’s and 40’s are more likely to say this is the case. The majority of those surveyed indicated that an immediate family member or friend they know in real life had recently hired an attorney as opposed to only 18% whose connection is a friend from their social media network. 40% of respondents report that their friends or acquaintances who have hired an attorney are extremely satisfied with their experience. Conflicted respondents made up the majority of this group. The Conflicted Segment was far more likely than other segments to say that the experience of their friend or family member with a personal injury attorney would “definitely” affect their own decision whether to hire one in the future. These Study results show the importance of marketing to past clients in a systematic way. Personal Injury lawyers should use the following: 1) Print and/or digital newsletters mailed and emailed to all past clients 2) Birthday Cards mailed and/or emailed to all past clients, 3) Greeting Cards, such as Holiday, Thanksgiving, and Valentines cards mailed to all former clients, 4) Set up an “Advisory Board” made up of high referring former clients. Referral Marketing to past Clients creates “Top-of-mind” Awareness so that when these former clients or their friends and family members need a personal injury lawyer, your firm is the first one that comes to mind.
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48% of the study participants said that the experiences of their friends or family would DEFINITELY influence their own hiring decision in the future.
24% of the study participants said that the experience of their friends and family would PROBABLY influence their own hiring decision in the future.
28% of the study participants said that the experience of their friends and family would NOT influence their own future decision.
It is clear from the study that Personal Injury lawyers should recognize the importance of providing excellent client service to their existing clients and then continue to foster these relationships long term. Although social media marketing and other forms of advertising are important, it is no substitute for marketing to past clients who will then be able to recommend the firm to their friends and family.
BASED UPON THE STUDY DATA...
Word of mouth from friends and family members who have hired personal injury attorneys and have been happy with their experience has a significant impact on all segments with respect to hiring an attorney themselves. Conflicted, the largest segment and those who seem to be most on the fence, are both more likely to have friends or family members who report being extremely satisfied AND to say that experience would definitely have an impact on their own decision.
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CHOOSING AN ATTORNEY Important Attorney Characteristics
When considering hiring a personal injury attorney, the most important overall characteristics cited by the study participants are 1) board certification, 2) an understanding of how insurance companies operate, 3) charging only contingency fees, and 4) having experience with the client’s type of accident or injury. Also topping the list are that the attorney strictly abides by rules and ethics and understands “people like me”. All these characteristics are rated closely in importance to the cost of services.
While many factors are considered important, some are clearly less so, including being famous, doing a lot of advertising, and whether the attorney shares the client’s race, culture, gender, or age. At the bottom of the list is whether the attorneys are a husband-and-wife team. Since 87% of those surveyed placed a high value on hiring an attorney that understands how insurance companies operate, Personal Injury lawyers should write short books that explain to consumers things the insurance companies don’t want them to know about personal injury cases.
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Only 34% of Study participants place a high value on whether the attorney is famous or well-known. Personal Injury Lawyers should strive to become approachable through social media posts that show them as “regular” people prospects can relate to. Leverage testimonials and past verdicts, settlements, and case studies to show that your law firm has experience with a prospect’s particular type of case. Use these education-based marketing books as lead magnets online and provide copies at community events and distribute them to current clients to share with their friends and family.
Only 29% of Study participants placed a high value on whether the firm does a lot of advertising.
While all segments agree on the importance of the top characteristics, Trusting and Skeptical respondents are far less likely to feel that characteristics of the firm (nice offices, number of attorneys, nationwide brand) and of the attorney themselves (famous, shares demographic characteristics, where they received their law degree) are important compared to Conflicted respondents, who are far more likely to feel these are important. Among Trusting and Skeptical study participants, fees, and contingency percentage the attorney will keep is far more important than it is among Conflicted clients. All respondents value information about what is involved in pursuing a case like theirs, and information about what can go wrong.
BASED UPON THE STUDY DATA...
Prospective clients value many things far more than a firm’s or attorney’s advertising. Qualifications, a specialization in or experience with the client’s injury or accident type, and a demonstrable understanding of how insurance companies operate are all valued at least as much as fees.
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ENGAGING WITH PROSPECTIVE CLIENTS Be Mobile-Friendly While the majority of respondents say their primary device for accessing the internet is a desktop or laptop computer, 28% say it’s a smartphone or tablet.
While the majority of respondents say their
primary device for accessing the internet is a desktop or laptop computer, 28% say it’s a smartphone or tablet.
Social Media Social media is a popular platform for all ages, but younger respondents are more likely to say they use Facebook and YouTube “all the time” than are older respondents, and to use Instagram, Twitter and other platforms frequently. Conflicted respondents and those under 50 are far more likely to say they definitely, or probably would use social media to help them find attorneys. Personal Injury Lawyers should be on social media, posting frequently across all relevant Social Media Platforms, with engaging posts that educate, inform or entertain. Look for opportunities to address consumer concerns and misconceptions. Look for ways to present yourself as experienced, and relatable. Generate short e-books that create a perception that you are an “expert” in your field.
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BASED UPON THE STUDY DATA...
While word of mouth is still king, many younger and conflicted respondents are open to using social media to research attorneys. Facebook and YouTube are the most popular platforms, but reaching younger audiences may also require using other platforms as well.
TAKE-AWAYS FROM CONSUMER BEHAVIOR STUDY:
1. Certification is important. Getting certified if allowed in your state is a must! If you do not have the time to obtain board certification, then consider requiring another attorney in your firm to obtain certification. 2. Writing a book in your area of practice positions you as an expert in your market. Make it a part of your marketing arsenal. Distribute it to current and past clients to share with their friends and family and make it available as an e-book on your website in digital marketing efforts, and across relevant social media platforms.
3. Social Media ads, especially video ads are effective particularly to people under 50.
4. Referrals are still king. You should implement systematic marketing strategies and tactics that encourage referrals from your current and past clients.
5. Implement systematic Top-of-mind awareness campaigns to your past clients, including:
Newsletters Birthday Cards Holiday Cards Client Advisory Board Email blasts or texts monthly
Monthly calls during representation Client Service Satisfaction Guarantee Surveys during the representation to gauge your clients' experience with your firm and then responding to ensure they are more than satisfied. Provide videos for each new phase of the client's case, explaining what they can expect, and adjusting their expectations so they understand what's going on throughout the representation. Make excellent client service one of your firm's core values. Create a client portal that allows clients to stay in the loop on their case. 6. Attorneys should implement strategies that give the client a “Wow!” experience such as:
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7. Attorneys should educate the public that there is no fee unless they collect a settlement. Include this information on your firm's website, and in digital marketing and advertising.
8. Add content to your firm's marketing efforts designed to address the attitudes and misconceptions addressed in the report, such as the higher settlements claimants with lawyers receive over claimants who don't hire a lawyer, and the fact that they only get one opportunity to resolve their case, etc. 9. Don't be afraid to advertise on TV, Radio and with Digital Marketing via Google and Social Media Platforms. Use Content that addresses consumer concerns and misconceptions, and that educates and positions you as a perceived "expert." Include a 100% Client Satisfaction Guarantee in your Marketing efforts.
10. Strive to become more approachable through social media posts that show you as a "regular" person that prospects can relate to.
11. Share testimonials, past verdicts, settlements and case studies in online marketing efforts, including social media posts and on your website, to show prospects that you have experience in their particular type of case. 12. Post frequently across all relevant social media platforms and with paid posts, offering content that educates, informs, or entertains. Offer short e-books as lead magnets that create a perception that you are an "expert" in your field.
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