Bylined Article Results in Significant Litigation Work

The Background:

One attorney, with background in banking and lending and a clientele of real estate developers, noticed a potential trend that could evolve from a recent change in legislation.

The Strategic Legal Reputation Management Opportunity:

Position the banking and real estate development partner as a thought leader and increase his exposure to targeted audiences of prospects, current clients, and referral sources.

A More Effective Solution to a Legal Marketing Problem:

Jaffe positioned the attorney as a source to targeted national and regional reporters and editors, seeking strategic placements that would ensure a readership of potential clients and referral sources.  We secured a guest columnist opportunity for the attorney with an online, national real estate news site.

Exceptional Public Reputation Management Results:

Just weeks after the article was published online, the general counsel of a west coast investor fund contacted the partner regarding condominium projects in the southeast, the exact topic of his article.  When asked by the partner how the GC learned of the firm, she said she had read and kept the article he had written, as she was impressed with his analysis of a topic that was on her radar.  She said she had Googled the lawyer, viewed the firm’s Web site, and contacted him.  She then flew across the country to meet with him and another litigator with the firm.  A few weeks later, the GC hired the firm, paid a $250,000 retainer, and the firm received 200 new litigation matters to begin the relationship--all from one well-placed, well-executed article.

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