Want to know what a real Hispanic marketing strategy looks like for your firm's market and budget?
We'll assess your current Spanish-language presence, identify the highest-ROI next move, and show you exactly where to start.
BOOK YOUR CALL
Agents in Morgan & Morgan’s call center — 200 of them dedicated exclusively to abogados.com, operating 24/7 out of El Salvador
Inbound and outbound calls made every single day — approximately 50% outbound, chasing every disconnected call and email lead
The call window most firms abandon — Morgan & Morgan runs 24/7 because the people up at 3 AM are usually the ones in real trouble
WHAT THIS SESSION COVERS
John Morgan, founder of Morgan & Morgan — named one of the 250 most successful self-made people in America by Forbes, ranked among the world’s 2,600 wealthiest individuals — has never publicly discussed his firm’s Hispanic marketing strategy. Until now. This is that conversation. It covers the decision to acquire abogados.com as the anchor of a national Spanish-language legal brand, the 200-agent call center in El Salvador running around the clock, the in-house creative team producing luchador billboards and “Hablamos Tu Idioma” campaigns for markets from Memphis to Miami, and why John stopped waiting for the Spanish-speaking population to assimilate into English — because it never happened and it never will. The Hispanic market is not a side strategy at Morgan & Morgan. It is a full-scale, fully resourced operation built the same way the rest of the firm was built: with owned infrastructure, no third-party vendors, and a maniacal focus on intake.
This video also breaks down the intake philosophy that separates Morgan & Morgan from every other plaintiff firm in the country: “Fish first, fish fast” — the belief that the moment someone calls is the only moment you’ll ever have the best chance to sign them, and that missing that moment is a business failure, not a staffing issue. That means auto-dialers that keep calling until someone picks up, case escalation protocols that route mesothelioma and wrongful death cases to specialist teams immediately, and a “bullets before bombs” approach to AI — currently testing AI intake on Social Security and VA cases before touching high-value PI work. The Abogados Now team has worked with over 500 law firms nationwide and driven more than $4 billion in settlement fees, and the gap between firms that treat intake as a system and firms that treat it as an afterthought is the single biggest lever in legal marketing.
You can’t have a Puerto Rican version and a Cuban version and a Mexican version and a Venezuelan version of every radio ad. You pick the dialect that catches the most fruit and you run it. You find the neighborhoods where Hispanic communities cluster — because they always cluster — and you put billboards there. You build the call center, you staff it 24/7, you write the scripts, and you go. Morgan & Morgan didn’t wait until the Hispanic marketing strategy was perfect. They built the infrastructure, hired native speakers, went full force national, and kept iterating. If you’re still on the fence about the Hispanic market, John Morgan has a direct message for you in this video — and it’s one of the most quotable lines in the history of this summit.
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