Hey, so check this out, so I was recently doing some research forsome pay per click advertising for a client, a personal injury attorney in New York.
And I started noticing thatthe clicks were extremely expensive.
Anyone who's done pay per click advertisingknows that the clicks, I mean, you know,if you're a personal injury attorney, construction accident lawyer in New Yorkis over $200 per click, it's crazy.
So, I started thinking, what is a different waythat we can spend, that we can reach more people, and basically make our dollars go further.
And I was in an Uber one day and it hit me.
Why not use Uber to market your law firm? So I am going to show you how to do that right now.
Okay so this is the presentation of howto use Uber to market your law firm.
Now Uber can also be synonymous with Lyftwhich is another service similar to Uber.
I think Lyft is a little cheaper, but,and actually Lyft is what I use when I travel.
But Uber, Lyft, people know it as Uber.
So that's what this course is called.
How to use Uber to market your law firm.
Now, as I discussed before I wasdoing some research for PPC pricing and this is just a chart showing,uses a screen grab from Google.
As you can see here,some pretty common search terms, personal injury attorneysuggested bid is $133.
Divorce lawyers $32,car accident lawyer is $209, DUI lawyer $81,criminal defense lawyer $45.
Now these are going to vary by city to cityand also depending on your expertise, how good you are running AdWords or howgood marketing company is at running Adwords.
I like to think I'm betterthan most running Adwords and I can get these clicksto a lot cheaper than this but still, you know for something likecar accident lawyer where the bid is $209, I'm probably still around, I don't know 80 to 100 dollars per click,just depending on the the city I'm in, and some of the optimizationand some of the competition.
So even if you have somebodywho knows what they're doing with PPC, this is still a very expensive endeavor, and you know the other thing isthat with PPC leads you know, you don't get– every click doesn't equal a lead.
You know, it might be fouror five clicks per lead, just depending on kind of the marketand different things like that.
So you end up spending a lot of moneyfor each lead and PPC advertising, especially if you're ina major competitive market, it can get very expensive very quicklyand that's kind of why came up with, I started thinking about different ways that we can spend money togenerate more leads than PPC.
So the general strategy with this isthat you're going to provide a driver who drives for Uber or Lyft with a carthat is wrapped with your law firms branding.
With your name, your phone number,your practice areas, all that kind of stuff.
You're going to pay for the car,you're going to pay for the maintenance and you're going to pay for the insurance.
Now, obviously you own the carso you're going to pay for the car.
But you want to pay for the insurancebecause you want to make sure that yourself, that your law firm is covered,that you're covered, that the car's covered.
You also want to pay forthe maintenance of the car, to make sure that it actually gets done.
You're going to tell the driver thatthey are responsible for paying for gas, that is their only expensefor this entire thing, which is a pretty sweet deal for them.
You probably want to find a,you want to come to an agreement with a driver where they're going to drive a minimumnumber of hours and miles per week.
This will ensure thatthe car is actually getting out there and that your brandingis actually getting out there.
If they're only going to drive ten hours a week,it's probably not going to be worth it for you.
You want somebody that you know,they really do a lot of driving, you know, 40 hours a week maybe, ideally, or more.
But you know, it's obviously goingto depend on each situation and everything, but you want to make surethat you have an agreement that they're going to drive a minimum numberof hours or a minimum number of miles.
Now, this benefits the driver becausethey get a free car to drive for Uber.
I was in Las Vegas back in November andI took a Lyft and I was talking to the driver and she actually is in a programthat Lyft has where Hertz, the rental car company, rentscars for drivers to use for Lyft.
She pays $250 a week for this this car, you knowit was like a Hyundai Sonata or something, I mean so– She's paying $1000 a month for you know,she's basically paying for a Tesla, or some really nice luxury car,and she's getting a Hyundai Sonata that you know, that she doesn't even own.
She's renting it.
You know, so when you comparewhat some drivers are doing when they need a car, to get around forUber and Lyft, I mean this is kind of a no brainer.
So they get a free car to drive,and if they do have their own car, they don't have to put wear and tear on their car.
They don't have to put mileson their car, all that kind of stuff.
You get a free moving billboard,or I shouldn't say free, you get a moving billboard that basicallyis somebody that's driving a car around that has your branding all over it,around the entire city, for 40 hours a week, or whatever it is.
If you price out that moving billboardthat I'm sure you've seen, they're going to cost way morethan you're going to see this– than at the end of thisstrategy you're going to see, or at the end of this presentation you'regoing to see how much this strategy costs.
You know, so it's really a win-winfor both you and the driver.
You get a ton of advertising, you get somebody to drive this advertising,this billboard, all around the city for you.
The driver gets a car.
Now, the other nice thing about thisis you get a nice tax write off.
So, you'll have to talkto your account about this.
I know, with taxes you can either write offthe cost of the car in the maintenance or you can write off per mile,I believe is how it works.
It used to be $.
41 a mile,I don't know what it is now, I don't know what it is whenyou're actually watching this video.
But you know, if you drive, I meanif 30,000 miles get put on this car.
See times 4.
1, that's a$12,000 write off right there.
So, talk to your accountant about this.
But it's definitely a nice benefit whereyou also get the tax write off for this.
So the four steps that you're going toneed to follow to execute this strategy.
First you're going to need to buy a car.
Second you're going to need to insure the car.
Third, you're going to need to wrap the car.
And fourth, you're going to need to find a driver.
So why use this method? Well honestly, I've been rackingmy brain and I cannot find, I cannot think of a cheaper wayto advertise your law firm.
We already showed howexpensive pay per click can be.
SEO I'm sure you know, is expensive.
It takes a long time.
Buying a billboard costs youthousands of dollars per month.
I've bought billboards before and theycan range anywhere from $1200 a month all the way up to $50,000 a month,depending on where they are.
But, you know, this is kind of similarto advertising the side of a city bus.
That can cost anywherefrom eight to $10,000 per month.
You know, there's just so manymethods of advertising out there and I cannot think of one that reachesmore people for less money than this.
If you can think of one let me know.
Cause I just can't think of one.
This is a win-win situationfor both you and the driver.
The driver gets a car that they can drive,they don't have to put mileage on their own car.
they're saving money.
And you're getting somebody that's drivingyour moving billboard all around the city.
It's a win-win for everybody.
It's a great branding opportunity you know,you're getting your name, your picture, your face, all that you're getting out there.
And Imean imagine if you know,this is great if you just had one car.
Imagine if you had four of five cars.
And you're in a busy place, and you know,in Chicago or New York or Los Angeles and you're just in areas where people just goingto start seeing your face and your name and know your law firm over and over and over again.
The other nice part about this is that this will continue to benefit your firmfor years even after the car is paid off.
So a lot of times, and I'll kind ofshow you what I recommend as a car, that's anywhere from $10-$15,000,some people are going to finance the car, most people are just goingto pay cash for the car.
You know, in the grand scheme,10 – 15,000 isn't that much money.
So, you know, once the car is paid off, whether you finance it orwhether you just pay it off it's an asset that you own that you can keepusing and keep using and keep using for years.
You know, maintain that car, we're going to talk about what type of car to buy, but you maintain that car for a long timeand its going to last you for a long time.
And then, when you're finished with it,its an asset that you own that you can sell or you can trade in for another car.
So there's there's a ton of benefits to this, in you being the actualowner of of this vehicle.
So step one, you need to buy a car.
Carmax is a great resource,I know they're not everywhere, But I think they're prettymuch all over the country.
I know they're in most major markets.
What I suggest is a Toyota Camry, I think you should get areliable make and model.
In my opinion Toyota Camry's are very reliable.
I mean, obviously that's my opinion.
If you have a different opinion,then obviously go with your opinion.
But, on the left here I took a screen grab.
You can get a 2013 Camry for$12,998, with 62,000 miles.
A 2011 for $12,500, with 40,000 miles.
I'd probably skip the 2008,that's 10 years old right now.
But as you can see you've got low mileage,a low mileage Camry, 40,000.
And for a Toyota, I mean look, you know, you maintain a Toyotaits going to last your forever.
So, that's why its important for you to handlethe maintenance and not put that on the driver.
But, bottom line is you can get decentlypriced, a decent car for a decent price.
So, a lot of people are going to pay it off.
If you're going to finance it,I got a loan calculator down here.
Say you want to borrow 14 thousand,over 72 months that's $225 a month.
Not too bad.
Make sure you get a car that hasfour doors and has a large trunk.
Four doors obviously, causeits going to be used for Lyft and a large trunk causeobviously people go to the airport, they have luggage, theyhave bags, things like that.
So, make sure that you get somethingthat can actually accommodate for Lyft, Uber, things like that.
Now when you insure the car.
Now, keep in mind, I'm not goingto go too detailed on insurance here.
Because insurance requirementsvary state by state.
If you're a personal injury attorneyyou're going to know way more about the insurance requirementsin your state than I'm going to, so I'm not even going topretend to try know about that.
Now I do know, that as of this video,Uber and Lyft insurance covers from when the rider, from when the ride is accepted by the driver,to when the passenger gets out of the car.
So, there's a couple things there.
There's going to be a lot of time that is,that the driver is waiting for a ride to show, or waiting for a job, or just drivingto or from or whatever.
That's not covered by Uber and Lyft.
I also don't know whatthe limits are for Uber and Lyft.
I would think that you want some sort of policythat's going to to cover everything.
You do need to make sure thatyou have ride share insurance though.
I've called around a couple companies, and a lot of companiesactually don't cover ride share.
So, you want to make sureyou get a commercial policy that's going to cover ride shares,you know, all that kind of stuff.
You really need to do your homework on this one.
Insurance policies change frequently, so just make sure that youkind of cover your bases there.
The estimated cost on this that I gotwhen I called around and got quotes, and I'm in Florida, was $200 per month.
So again, not terrible.
Now you're going to wrap the car.
Now this is an important one becausethis is what people are actually going to see.
So on the right here is a car that I found, I just did a Google imagesearch for law firm car wrap.
And I found the Schwartzlaw firm in New Orleans.
I'm not sure if they're a real law firm or not.
What I don't like about this wrapon the side, or I'm sorry, on the back, is that they have the road to justiceDavid versus Goliath, Christopher Schwartz, and then on the bumper they've gotthe phone number and the website.
I think that you need to be very very clearabout what your firm is and what you do and who you help on the back of the car becausea lot of people that are going to see you who are going to havethe opportunity to call you are going to be sitting right behind youin traffic, or they're going to be, you know.
So, stopped at a traffic light behind the car they're going to see the billboard in frontof them, or see the advertising in front of them.
You want to make sure that it's very clearwhat you do, you don't want to leave it up to– I mean, the road of justice, David versusGoliath, who knows what that is.
I mean, I know that, I can probably assume that it's a personal injury attorney,different things like that.
I see lawyerschwartz.
Com on the bumper, but I would not leave it topeople to try to figure it out.
Make sure that it is very clear.
So when you wrap the car,most companies will design the wrap for you and they'll include it in the cost.
I called around andincluding the graphic design this should cost you anywhere from$1250-$1750 for a Toyota Camry, and that includes the design, installationand the printing of the wrap.
So again, not terrible.
So now how do you find a driver? Okay so, first thing I would do isI would ask friends, family and employees if they know anybody that might beinterested in this, because that's going to be, you know, you want somebodythat's kind of reliable, so if you can find somebodythrough that approach that's probably going to be your best option.
If that doesn't work, I would saylook at Facebook groups.
And you see the graphic on the right here,I just searched "Uber drivers of" and then I got, I'm in Florida, I'm actually inthe Lakeland so I got areas near me.
So I got Orlando, Tampa, Charlotte,South Florida, Atlanta, Columbia, South Carolina, New Orleans.
But I guarantee you every major cityand probably most smaller cities have Uber drivers of something and if not then there's going to be othergroups of Uber drivers that you can find.
Go in there, find a driver, or put a post in there and I'm sure you'll find moredrivers than you have cars for.
Last option is posting an ad on Craigslist.
I'm not a fan of Craigslist.
I think you get kind ofshadier people on Craigslist.
But again, you know, I mean,not everyone's like that.
I've hired people on Craigslist before,so those are my three suggestions.
Now obviously when you find a driver you need to make sure thatyou have an agreement with them.
You're an attorney,I'm not going to tell you about that.
You need to have, obviouslyhave something in writing.
You know, come to an agreement, make sureeverything is spelled out very clearly.
Maybe you want to doa background check on this person, see their driving record,different things like that.
You know, you're going to have tokind of do your due diligence on that, and get to where you're comfortablewith the entire situation, but– And that's again why ask friends, family,employees might be your best option, because now you know,you can, you know.
A family member's probably not going torecommend somebody who's very untrustworthy or likely to screw you over in any way.
So, here are the estimated costs on this.
Now this is assuming thatyou finance the car for 72 months.
A lot of people are just going to pay it off.
But if you finance the car for 72 monthsit's going to 225 bucks a month.
Insurance will be $200 a month, roughly.
Wrapping the car, I just broke it downover 72 months and this is the $1700 wrap, that's $24 a month and then maintenancegive or take is going to be about $40.
So, your total monthly cost is goingto be around $489, call it $500 a month.
And that is way better thanhow much you're going to have to pay for a lot of these markets,for pay per click advertising.
And I really cannot think of a way thatyou will reach more people for less money.
And if you can think of one,please please please let me know because I would love toimplement it for my clients.
Now also I have, full disclosure,I have not had anyone implement this yet.
I am dying to see this work.
I would love to see somebody do this.
I have pitched it to some clientsof mine that love the idea and they just kind of haven't done anything with it.
So if you do implement this,please send me a picture of your car.
Send me everything.
I want to hear about it.
I'm really excited about this,and I've got a special surprise.
I'll send the first personthat actually does this.
So, if you have any questions,shoot me an email, leave a comment, and good luck with this.