For a long time, estate planning lawyers relied on the general senior market for the basis of their business. In truth, though, there are many other viable markets out there. So many, in fact, that it’s impossible to truly do a good job if you try to focus on all of them.
It’s important to choose a few markets to focus on and stay in those markets long enough to establish yourself. Just as dangerous as spreading yourself too thin is jumping from focus to focus before you’ve had a chance to make a name for yourself. Picking a few areas and staying with them will be the difference between success and failure.
So, what markets are there to choose from? There are too many to list, but here is just a handful:
- Baby boomers
- Young affluent
- Pet Owners
The way you offer services to prospective clients may vary dramatically depending on which markets you decide to target. For example, the services sought by baby boomers whose kids have already left home will be completely different from the services needed by a young couple with a preschooler and an infant.
No matter where you choose to focus your practice, the key is to stay focused and in tune with your clients.
Sanford M. Fisch
CEO & Co-Founder
American Academy of Estate Planning Attorneys, Inc.
6050 Santo Rd., Ste. 240
San Diego, CA 92124