Hispanics approach hiring an attorney differently from their non-Hispanic neighbors. It’s important to consider these differences when marketing your legal services to the Hispanic community.
Contact Preferences
Unlike non-Hispanics, the majority of Hispanics (>50%) contact attorneys as soon as a legal need arises, even if it’s after hours. Also unlike non-Hispanics, the majority of Hispanics contact several potential attorneys at once. As such, attorneys who make themselves available to answer calls from potential Hispanic clients after-hours have a clear advantage.
Unlike non-Hispanics, the majority of Hispanics (>50%) find the attorneys they reach out to on social media. Attorneys who market themselves in Spanish on social media have a clear advantage in this regard. (And few attorneys actually market to Hispanics in Spanish on social media.)
Types of Legal Services Sought
Whereas the majority of non-Hispanics seek domestic legal services such as home closings, divorces, and wills, Hispanics often seek legal services pertaining to injuries and immigration. Attorneys who offer injury or immigration law as their standalone services or as services they add to their repertoire are in high demand in the Hispanic community.
The Bottom Line
Attorneys who want to grow their practices by increasing the number of Hispanics they serve must remember that, although Hispanics are as much a part of modern America as their non-Hispanic compatriots, the Hispanic community has a unique set of legal needs and a unique way of interacting with law firms. The most successful attorneys in terms of marketing to Hispanics have a keen understanding of these differences.
If you’d like to learn more about the differences, the Hispanic market advantage, and how to capitalize off of it, Abogados NOW can help.