Case Study
Maximizing the Impact of Super Lawyers Recognition
"The reason why Super Lawyers is so important is because it addresses the trust issue: it validates you as an attorney." Steven Mindel, Managing Partner
Meet Feinberg, Mindel, Brandt & Klein
Since its foundation in 1996, Feinberg, Mindel, Brandt & Klein (FMBK) has grown to become one of the largest family law practices in California, complemented by civil litigation, probate and trust litigation, and estate planning services. For the last two decades, its Managing Partner Steven Mindel has been recognized by Super Lawyers—the research-driven, peer-influenced rating of outstanding lawyers—which ranks him as one of the top ten practitioners in Southern California, and several of his colleagues at the firm are also listed in its rankings. Super Lawyers has become vital to FMBK’s marketing, helping to strengthen and broaden the firm’s referral sources and build trust in the firm’s brand.
Firm Information
LOCATION: 3 offices in California
YEAR FOUNDED: 1996
SIZE: 21 attorneys
SCOPE AND SERVICES: Family law, civil litigation, probate and trust litigation, and estate planning
The Challenge
Being well-known and gaining the trust of prospective referrers and clients are key to winning new business. Referral networks need to be cultivated and maintained on a continuous basis, so it’s important to keep the firm’s good name constantly in the spotlight in as many ways as possible.
The Super Lawyers Strategy
Super Lawyers provides independent, peer-reviewed validation for the top lawyers in their field and location. By backing up editorial endorsement with powerful print and online advertising, which can be amplified by social media, Super Lawyers cements FMBK’s reputation and maximizes its reach.
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20 years associated with Super Lawyers
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17 selectees
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3 offices
It's a powerful marketing tool
“We have a lot of options for our marketing budget, and we wouldn’t do so much with Super Lawyers if it wasn’t valuable.”
Steven Mindel, Managing Partner
Feinberg, Mindel, Brandt & Klein
Q&A with Steven Mindel, Managing Partner at Feinberg, Mindel, Brandt & Klein
Steven Mindel: “The first thing is the recognition that you receive when you get the announcement that you’re a Super Lawyers selectee. The second is when you look at the other people who are listed in Super Lawyers, and you say, ‘Wow, I’m in that group.’ And the third thing is that these are some of the best referral sources: they’re all the top people in their area of law.”
Steven Mindel: “When I was selected, I said: ‘This is important, I want to develop a marketing strategy around it.’ We allocate around twenty percent of our marketing budget to Super Lawyers, which is a massive percentage, so that gives you the level of confidence that we have in Super Lawyers products. We’re quite sophisticated in how we use it.”
“When you have this kind of validation, you want to billboard it. We make sure we get multiple bites of the apple.”
“After the Super Lawyers magazine comes out and we mail copies of the ad out to our database, we get double or triple the number of calls. And we get a lot of comments on our social media. There’s a clear impact: it’s significant, and it’s monetizable.”
Steven Mindel: “95% of our business comes from referrals. To send business to you, people have to trust you, and that’s where Super Lawyers comes in. If you start with the premise that people believe that it’s a fair system of acknowledgment and that it accurately reflects the top attorneys in the region, then they will trust you when they see that you’re a Super Lawyers selectee.”
“There couldn’t be a better referral source than another attorney selected to the Super Lawyers list. Because of our connections with other Super Lawyers selectees, who are representing the top individuals in the city, naturally, our client base rises.”
“Super Lawyers carries a lot of weight. It’s known for being very accurate in the selection of the top percentage of lawyers.”
Steven Mindel, Managing Partner
FMBK Uses Super Lawyers as a powerful accolade
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