“Can (and should) you market to Hispanics even if your attorneys don’t speak Spanish?
Absolutely.
This is one of the most common questions we hear, and the answer is a resounding yes. Just look at John Morgan — he doesn’t speak Spanish, yet he built the largest law firm in the country and successfully markets to the Hispanic community.
Here’s the key: Set the right expectations.
You don’t need Spanish-speaking attorney. You do need a Spanish-speaking intake team and support staff (paralegals, case managers, etc.). If you have that, you’re already positioned to serve the Hispanic market.
The secret? Transparency. Be upfront in your marketing about your Spanish-speaking capabilities. If you have Spanish-speaking attorneys, promote it. But if you don’t, highlight your Spanish-speaking staff — that honesty builds trust and credibility.
The Hispanic market is growing rapidly and firms that take action now will lead the way. Are you ready to tap into this opportunity?”
– Hugo E. Gomez, Founder (Abogados NOW)