Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

The ideal customer for HMR Servicing is a personal injury attorney either working solo or in a small firm of up to 10 attorneys. They need access to case funding to conduct personal injury litigation effectively and value the expertise offered by HMR in underwriting the case's merit and value.

Audience Type

B2B
Legal Practitioners

Industries (if B2B)

Legal Services

Needs – Primary Buying Considerations

Access to necessary funding for case expenses
Professional underwriting of case merit and value
Financial sustainability for case longevity

Demographics

Age Range: Not specified
Gender: Not specified
Geography: United States
Income Level: Not specified
Profession: Personal Injury Attorneys
Business Size: Solo Practice to firms up to 10 attorneys

Psychographics

Lifestyle: Not included
What they value: Financial resources and professional consultation
Pain Points: Limited financial resources for case management, risk of settling early due to financial pressure
Buying Behavior: Need-based purchases
Decision-Making Roles :
Primary Decision Maker: Personal Injury Attorney
Secondary Decision Influencers: Not specified
Support Roles: Not specified

2. My Message to My Target Audience

Refined Elevator Pitch

HMR Servicing levels the financial playing field for personal injury attorneys, providing case-specific funding solutions. Enabling them to pursue maximum case value and justice for their plaintiffs without financial pressure.

Understanding Their Pain Points

Limited financial resources to litigate personal injury cases to their full potential.
Currently burdened by the want to provide the best legal services but constrained by financial limitations.
Struggling to fund case costs, medical costs, and pre-settlement costs without diluting the case’s potential worth.

Transformation

Access to comprehensive financial resources to fully leverage case potential.
Peace of mind, knowing they can take on cases without financial restraints.
Enhanced prowess in personal injury litigation due to adequate financial backing.

Unique Selling Proposition (USP)

One-stop-shop for all types of personal injury case funding - unmatched in the market.
Case-by-case funding assessment; no need for collateral against a portfolio of cases.
All funding decisions are made post an attorney’s professional analysis—providing a second opinion on case merit and value.

Brand Values & One-Liners

Empowering attorneys, Empowering justice.
Your partner in personal injury litigation.
Justice should never be compromised by financial strain.

Tone

HMR Servicing conveys a tone of supportive professionalism. We take pride in bolstering attorneys' capabilities in their pursuit of justice. Our messaging aims to reassure and embolden our clients, reflecting our mission to equip them with the financial firepower they need.

Hero Text Idea

Flag Text: United States Personal Injury Law
Main Headline: Unleash the Financial Firepower for Your Cases
Sub Headline: Comprehensive funding solutions for personal injury litigators. Optimize your cases without financial compromise.
CTA: Initiate Your Case Assesment

3. The Media I Will Use to Reach my Target Market

Website

Optimize Wordpress website for search engines
Add a live chat feature for immediate query resolution
Track conversions through form submissions & live chat interactions
Mobile-friendly design crucial as legal practitioners often work on the go

Social Media

Invest in LinkedIn for connection with professional legal community, sharing of thought-leadership articles
Use Twitter for real-time legal news sharing
Post frequency: 3x per week on each platform
Content types: legal success stories, funding success stories, legal news

Paid Advertising

Google Ads targeted at personal injury attorneys
LinkedIn sponsored content targeting legal industry professionals
Goal: Drive traffic to the website, increase form submissions

Publications

Guest-post on legal publications like ABA Journal, Law.com, National Law Review

Partnerships & Outreach

Partner with smaller law firms, legal tech companies, and legal education providers

SEO and Content

Optimize website for terms like 'case funding', 'personal injury case costs', 'attorney funding'
Publish blogs providing insights into funding processes and its importance

Offline and Local Media

Attend industry conferences, sponsor legal events as it's worked in the past

Online Events

Host webinars discussing common pain-points of personal injury attorneys

Cold Outreach

Use email & LinkedIn to target personal injury attorneys

During
(Lead)

1. My Lead Capture System

Lead Magnet

Online PI Case funding eligibility calculator
Free downloadable guide on 'Maximizing PI Case Worth through Strategic Funding'
Webinar on 'The Role of Funding in PI Litigation Success'

Tripwire Offer

Offer initial 1-hour professional case analysis at a nominal price

Welcome Sequence

A thank you note with consultation schedule or download link
Follow up email sharing other funding success stories
Subsequent emails highlighting different funding types and benefits

Segmentation

Segment based on case type submitted, funding type interest shown

Chatbot and Automation

Use chatbot for initial query resolution and data collection
Chatbot can ask for case type, funding need etc. for better segmentation

2. My Lead Nurturing System

Marketing CRM

Current platform: Active Campaign
Automation capabilities: Email sequences, contact tagging, Segmentation
Recommended improvements: Implement Lead Scoring

Sales CRM

Current platform: Pipedrive, Salesforce
Pipeline tracking or handoff process: Integration with Active Campaign using native or Zapier integration
Recommended upgrades: Use sales forecasting and reporting, ensure lead scoring is connected to sales stages

Automated Follow-Ups

Types of automations: Welcome sequence post-lead magnet, Funding education sequence, Case review follow-up, Re-engagement sequence for inactive leads
Frequency or triggers: Welcome sequence post download, Education sequence starts after a week, Case review follow-up after application, Re-engagement after 30 days of inactivity

Newsletter

Frequency: Monthly
Topics or content pillars: Case wins, Funding education, Industry trends
Segmentation: By interest in specific funding types

Retargeting & Ads

Platforms and goals: LinkedIn (awareness and lead gen), Google Display Network (awareness and retargeting).

Social Media and Content

Posting frequency: 3x weekly LinkedIn, 3x weekly Twitter
Content type or campaign focus: Case studies, Legal news, Thought leadership

Webinars and Events

Suggested cadence or purpose: Quarterly webinars on funding in PI cases, Industry event attendance as feasible

Other Nurture Channels

Chatbot for initial data collection and query handling
ActiveCampaign for SMS follow-up when emails are left unread

3. Sales Conversion Strategy

Sales Process

Integrate CRM (Active Campaign/Pipedrive/Salesforce) with website for efficient tracking
Ensure detailed onboarding into the systems for all salespersons
Automate follow-up emails/discounts for leads that didn't convert

Sales Assets

Develop sale scripts to handle inquiries and follow-ups
Create an SOP that details case acquisition and review process
Prepare pitch decks highlighting HMR's expertise and success stories

Testimonials and Case Studies

Request testimonials from successfully funded cases
Showcase testimonials on website and during pitch sessions
Develop case studies from successful funding and showcase on website

Conversion Rate Insights

Use CRM tools to track lead conversion rates
Regularly review conversion ratios and adapt sales strategy as needed

Urgency and Offers

Offer limited time discounts on service fees to speed decision making
Develop scarcity messages (e.g., 'limited funding slots available')

Guarantees and Risk Reversal

Clearly articulate case review process to instill confidence
Highlight policy on case rejection, and options for case re-evaluation

Shock and Awe

Send personalized thank you notes or souvenir to attorneys after case submission
For firms, provide branded gift items after first successful funding

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Guidance on using the online portal to submit case information
Kickoff call to understand attorney's funding needs and case details
Welcome email with user guide for online portal, introduction to team members, and overview of HMR Servicing's services

Communication Cadence

Immediate acknowledgment on receipt of a new case through automatic email
Regular updates on case underwriting process via email and calls
Proactive reach out to attorneys on key decision points in the funding process

Client Education

Training videos on how to use the online portal to submit and track case
Guides on understanding the underwriting process
FAQ section addressing common inquiries about types of funding, process, and approval standards

Personalized Touches

Anniversary recognition of first case funded with a thoughtful email
Personal note of thanks after every case funded
Celebration of significant case win for attorney

Visuals and Documentation

Case evaluation reports with detailed insights from underwriting process
Progress recaps after case resolution, comparing projected and actual case outcomes

Feedback and Proactive Support

Regular feedback requests after case resolution, acknowledging areas for improvement
Responsive customer support for questions and assistance

Guarantee or Promise

Commitment to full confidentiality of case details
Quick resolution promise: Decision on funding within a defined short period

Operational Excellence

Strict adherence to promised funding timelines
High standards for communication etiquette and professionalism
Consistency in service offering and decision-making process

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Establish contract renewal reminders with incentives for early renewal

Upsells & Cross-Sells

Offer additional funding options for medical expenses or presettlement costs as upsell opportunities

Bundling & Packaging

Create funding packages which include all three types of PI case funding

Loyalty & Retention Programs

Implement a loyalty rewards system for attorneys with multiple cases, offering discounted rates or faster turnaround times

Custom Services and Personalization

Provide custom funding solutions for high-value cases

Pricing Strategy

Incentivize longer term commitments with graduated pricing structures
Offer strategic discounts for enhanced case packages or high volume clients

Customer Data and Insights

Leverage CRM data to identify attorneys frequently seeking funding and target them with personalized offers

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Incentivize referring attorneys with a percentage of the funded case value
Offer discounted rates on future funding needs for referring attorneys
Provide unique legal resources or continuous legal education credits as referral incentives

Shareable Assets

Create digestible infographic materials illustrating the funding process to be shared by attorneys
Develop a pre-written email template to make sharing the referral program easy
Implement personalized referral links for tracking and attribute referrals

Timing and Triggers

Request for referrals after successful case funding
Salesforce or Active Campaign to send automatic email requests for referrals once a case has been funded

Client Success Stories

Share testimonials from satisfied attorneys that benefited from case funding
Publish case studies showing how HMR's funding changed case outcomes

Partner or Affiliate Programs

Partner with legal associations to provide exclusive referral programs for their members
Develop affiliate partnerships with other B2B legal service providers

Thank-You Experience

Publicly recognize top referrers in the HMR Servicing newsletter or blog
Send personalized thank you gifts to significant referrers

HMR Servicing

Your 1-Page Marketing Plan is Ready!