Some years back, a lawyer in my building became a big hero within the black community and, not surprisingly, was deluged with clients seeking his representation. He was a pretty good lawyer, one that I admired, but he made a fatal mistake. He took on these cases, accepted retainers and made a bundle. He was flying high.
But one day the bill came. When a lawyer takes on a case and gets paid up front, there’s a warm feeling. It goes away, however, when you have to do the work for which you’ve been paid. People believe in you. People are relying on you. The initial smiles and handshakes give way to hard work. When you’ve shaken too many hands, smiled at too many new clients and taken in a bundle, there aren’t enough hours in the day to fulfill your end of the bargain. This lawyer couldn’t do the work; there just wasn’t enough time. He was disbarred. The mighty hero fell from grace.
At My Shingle, Carolyn Elefant asks whether a new solo, straight out of school, can establish a practice that earns him $160,000, as claimed by North Carolina criminal defense lawyer Damon Cheston.
For starters, based on my own rough calculations, and Chetson’s own discussions here, I’m fairly sure that his numbers are indeed plausible (some commenters suspected puffery). According to Chetson’s website, he charges between $2000 and $3500 for most DUIs, $1000 to $3500 for misdemeanors and felonies start at $2000 – and he says here that his website grossed him $200,000 in clients. At $2500 per case, that’s around 80 cases per year – or about seven per month. Those are completely reasonable numbers if a solo is leveraging the web.
But the big question is….can Chetson’s success be replicated by other solos?
While Carolyn is dubious that Cheston’s “success” reflects something that any new solo can accomplish, noting some structural benefits peculiar to Cheston’s situation, but in her crunching numbers, misses the fundamentals of the economics of the practice of law.
The high volume, low price route has always offered a quick way to produce revenues, and there have always been lawyers who chose that route as their business model. This isn’t an invention of the internet, though it’s now being taught by those who are extremely dangerous to the legal profession as not merely a mainstream option, but as the cool, awesome tech savvy model for young lawyers to find wealth and success in the law.
Putting aside the critical distinction between revenues and profits, a concept that isn’t adequately recognized in Carolyn’s discussion, there is no mention of the cost to be paid by the high volume lawyer. At some point, he actually has to do the work for which he’s been paid. There’s the rub. There’s the aspect universally ignored by the protagonists of internet marketing. What about the clients?
Carolyn arrives at an average of 80 new clients a year, or 7 new clients a month, which is certainly a doable number provided the fees are below what other lawyers charge and the website reflects claims that the new lawyer, new solo, is just as competent as someone who knows what they’re doing. Of course, this usually entails a liberal use of puffery and the omission of such unpleasant details as year of admission to the bar or length of employment in one’s last job.
So what’s not to like?
No lawyer can competently handle this sort of volume. While some cases go quickly into the night, others don’t. Still others require investigation, research, motions and ultimately trial. No one can try 20 cases a year, no less 80. And no new lawyer, straight out of law school, can try any case.
This isn’t to say new lawyers care nothing about clients, or don’t want to be good, competent lawyers. But it takes some time and experience to get the chops. They may try their hardest, but it’s not that easy. They may believe their doing great, but their self-assessment can’t be trusted. It’s not easy being a good lawyer. It’s just not.
In response to my comment to the post, Carolyn raises an interesting point:
At the same time, there seems to be a need for low cost service. This guy is filling a void and because his marketing is cheap the volume is a bit more viable. What is the solution to clients who don’t have cash? More PD funding I imagine or taking out loans. But what if people can’t pay? Is this model lesser of 2 evils or inherently bad? I am not CDL so I can’t say. We’ve seen what happens when puffery goes too far in murder case but is example of the worst but is there middle ground?
Would it be effective if a new lawyer’s website said:
I charge lower fees than other lawyers because I don’t have the experience they have. At the rates I charge, I can’t investigate your case and may not have the time to try it, should that be what you want. My rates are based on the assumption that you will plead guilty, whether you are guilty or not.
The plea offers made to my clients aren’t as good as those offered to other lawyers’ clients because the prosecutors know I can’t try cases and have no choice but to take whatever they offer. I won’t be able to spend time discussing your case with you because I have too many clients to deal with. I won’t be able to explain why your defense will be inadequate because it would embarrass me to admit that I’m just a warm body standing next to you in court, trying to do my best with my very limited knowledge, experience and time.
But then, I charge less than other lawyers. If that’s what you’re looking for, then I’m your man.
Is this the lesser of two evils? No. This isn’t lawyering. Lawyers have a duty to provide zealous representation to their clients, not to charge less and provide less. But the fact is that no new lawyer’s website says this. As we all know, the words “experienced and passionate” or “tough and aggressive” appear instead.
We also know these things aren’t true, and so clients who pay low fees are deceived into believing they are paying less but receiving the same quality of representation they would get from a lawyer who is competent and capable of representing them properly. We also know that it’s unethical to deceive clients, and this lack of truth isn’t dissipated by the cheers of internet marketing sycophants.
So can a new lawyer, a new solo, bring in revenues of $160,000 a year? Sure. Maybe even more. The question is whether they can afford the cost of doing so. Collecting money is easy. Representing clients is hard. There can be no discussion that doesn’t include both sides of the equation.
