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1 2020 © AppFolio, Inc.
2 2020 © AppFolio, Inc.
Audio Check
Select Telephone or Mic & Speakers
● Telephone
○ Dial phone number, access code, and
audio pin
● Mic & Speakers
○ Make sure speakers are on and volume is
up
3 2020 © AppFolio, Inc.
MyCase is a practice
management software that
helps law firms solve the
key challenges of running
a business, so they can
grow, scale, and be more
successful.
4 2020 © AppFolio, Inc.
Hello!
Kristi Morgan Aronica
Weitz Morgan PLLC, Managing
Partner
linkedin.com/in/kristi-morgan-aronica
Casey Patterson
MyCase, Marketing Programs
Manager
linkedin.com/in/casey--patterson
casey.patterson@mycase.com
5 2020 © AppFolio, Inc.
Hello!
Kristi Morgan Aronica
Weitz Morgan PLLC, Managing
Partner
linkedin.com/in/kristi-morgan-aronica
● Austin, Texas based
● Practices in the areas of commercial
litigation and government contracts
● Oversees firm operations, ethics
compliance, business development,
and the client experience in addition to
practicing law
6 2020 © AppFolio, Inc.
Operations
2020 Focus Areas
Client
Experience
Marketing
➔ Boost word of mouth
➔ Increase positive online reviews
➔ Maintain or uplevel your reputation
➔ Reduce administrative burden
➔ Increase caseload capacity
➔ Reinvest time and money saved
back into your business
➔ Reach more prospective clients
with the right message
➔ Know if your marketing dollars are
yielding results
➔ Retain more clients
7 2020 © AppFolio, Inc.
Focus Area
Client Experience
8 2020 © AppFolio, Inc.
Client Experience
● Who is my client?
○ Ask critical questions during client
intake
○ Use internal knowledge
○ Create a shared Client Profile
9 2020 © AppFolio, Inc.
Client Experience
● What do my clients want?
○ Create a feedback loop
○ Ask what they are satisfied and what
they are dissatisfied with
10 2020 © AppFolio, Inc.
● Am I providing what my clients want?
○ Align your services with what clients tell you
they want or need
Client Experience
What this meant for Kristi
Increasing convenience and communication for
clients
● Personal Client Portal for each client
● Online Payments
● Secure Document Sharing
11 2020 © AppFolio, Inc.
Client Experience Poll
My firm collects feedback from our clients primarily:
A. Over the phone
B. Via email
C. Via online survey
D. In person
E. We do not currently collect client feedback
12 2020 © AppFolio, Inc.
2020 Focus Areas Summary
Client
Experience
• Listen to and know your clients
• Ask what they are satisfied and dissatisfied with
• Align what you provide with what they want
What this means for Kristi in 2020
Focusing on client partnership rather than
transaction
● Monthly client contact
● Client Newsletter
● Client Surveys
13 2020 © AppFolio, Inc.
Focus Area
Operations
14 2020 © AppFolio, Inc.
● Where are there redundancies in my firm’s
operations?
○ Unnecessary processes
○ Two or more softwares that do the same
thing
Operations
15 2020 © AppFolio, Inc.
● What are there gaps in my firm’s operations?
○ Simple, repetitive tasks are not automated
○ An important task that always gets missed
Operations
16 2020 © AppFolio, Inc.
● What vendors do I need or need to get rid of?
○ Identify problems (be specific)
○ Imagine an ideal situation
○ Evaluate current and potential vendors with
problem and ideal in mind
Operations
What this meant for Kristi
Outsourcing specialized tasks and re-evaluating
technology
● Outsourced Bookkeeping
● Eliminated bespoke CRM software
17 2020 © AppFolio, Inc.
Law Firm Operations Poll
The last time our firm deeply evaluated operations was:
A. Within the last year
B. 2-3 years ago
C. 4-5 years ago
D. 6-10 years ago
E. 10+ years ago
18 2020 © AppFolio, Inc.
2020 Focus Area Summary
Operations
• Identify redundancies
• Find operational gaps
• Evaluate current and needed vendors
What this means for Kristi in 2020
Eliminating redundant software
● eSignature is now included in practice
management software
19 2020 © AppFolio, Inc.
Focus Area
Marketing
20 2020 © AppFolio, Inc.
● Where do my clients go to find legal information?
○ Ask current clients where they look
○ Test different channels
■ LinkedIn
■ Paid Ads or Search
■ Content Marketing
Marketing
21 2020 © AppFolio, Inc.
Marketing
● What channels work best?
○ Closely monitor lead generation
■ Channel source
■ Quality
■ Convert-to-case rate (ROI)
22 2020 © AppFolio, Inc.
● Tighten your follow up
○ Call/email back fast
○ Don’t stop at one call or follow up
Marketing
What this meant for Kristi
Testing several marketing channels for effectiveness
● Paid Ads
● LinkedIn
● Content Generation
Tracking every lead source
● Utilizing CRM software
23 2020 © AppFolio, Inc.
Law Firm Marketing Poll
Primarily, my clients hear about our firm through:
A. Word of mouth
B. Offline Advertising (Billboards, Newspaper ads)
C. Online Advertising (Search, PPC)
D. Another source
E. I’m not sure
24 2020 © AppFolio, Inc.
2020 Focus Area Summary
Marketing
• Test new marketing channels
• Closely monitor results
• Tighten your follow up
What this means for Kristi in 2020
Further tailoring to prospective clientele
● Geographic targeting
● Industry focused content
● Hiring a digital marketing
specialist/consultant
25 2020 © AppFolio, Inc.
Operations
2020 Focus Areas
Client
Experience
Marketing
• Listen to and know your clients
• Ask what they are satisfied and
dissatisfied with
• Align what you provide with what they
want
• Identify redundancies
• Find operational gaps
• Evaluate current and needed vendors
• Test new marketing channels
• Closely monitor results
• Tighten your follow up
26 2020 © AppFolio, Inc.
MyCase is a practice
management software that
helps law firms solve the
key challenges of running
a business, so they can
grow, scale, and be more
successful.
27 2020 © AppFolio, Inc.
...of MyCase customers say that MyCase helped them grow their business.
66%
28 2020 © AppFolio, Inc.
...of MyCase customers feel that MyCase has helped them provide a better
client experience.
83%
29 2020 © AppFolio, Inc.
...of MyCase customers would recommend it to a friend or colleague.
96%
30 2020 © AppFolio, Inc.
Thank you!
Kristi Morgan Aronica
Weitz Morgan PLLC, Managing
Partner
linkedin.com/in/kristi-morgan-aronica
Casey Patterson
MyCase, Marketing Programs
Manager
linkedin.com/in/casey--patterson
casey.patterson@mycase.com
31 2020 © AppFolio, Inc.

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How Law Firms Plan for a Profitable New Year

  • 1. 1 2020 © AppFolio, Inc.
  • 2. 2 2020 © AppFolio, Inc. Audio Check Select Telephone or Mic & Speakers ● Telephone ○ Dial phone number, access code, and audio pin ● Mic & Speakers ○ Make sure speakers are on and volume is up
  • 3. 3 2020 © AppFolio, Inc. MyCase is a practice management software that helps law firms solve the key challenges of running a business, so they can grow, scale, and be more successful.
  • 4. 4 2020 © AppFolio, Inc. Hello! Kristi Morgan Aronica Weitz Morgan PLLC, Managing Partner linkedin.com/in/kristi-morgan-aronica Casey Patterson MyCase, Marketing Programs Manager linkedin.com/in/casey--patterson casey.patterson@mycase.com
  • 5. 5 2020 © AppFolio, Inc. Hello! Kristi Morgan Aronica Weitz Morgan PLLC, Managing Partner linkedin.com/in/kristi-morgan-aronica ● Austin, Texas based ● Practices in the areas of commercial litigation and government contracts ● Oversees firm operations, ethics compliance, business development, and the client experience in addition to practicing law
  • 6. 6 2020 © AppFolio, Inc. Operations 2020 Focus Areas Client Experience Marketing ➔ Boost word of mouth ➔ Increase positive online reviews ➔ Maintain or uplevel your reputation ➔ Reduce administrative burden ➔ Increase caseload capacity ➔ Reinvest time and money saved back into your business ➔ Reach more prospective clients with the right message ➔ Know if your marketing dollars are yielding results ➔ Retain more clients
  • 7. 7 2020 © AppFolio, Inc. Focus Area Client Experience
  • 8. 8 2020 © AppFolio, Inc. Client Experience ● Who is my client? ○ Ask critical questions during client intake ○ Use internal knowledge ○ Create a shared Client Profile
  • 9. 9 2020 © AppFolio, Inc. Client Experience ● What do my clients want? ○ Create a feedback loop ○ Ask what they are satisfied and what they are dissatisfied with
  • 10. 10 2020 © AppFolio, Inc. ● Am I providing what my clients want? ○ Align your services with what clients tell you they want or need Client Experience What this meant for Kristi Increasing convenience and communication for clients ● Personal Client Portal for each client ● Online Payments ● Secure Document Sharing
  • 11. 11 2020 © AppFolio, Inc. Client Experience Poll My firm collects feedback from our clients primarily: A. Over the phone B. Via email C. Via online survey D. In person E. We do not currently collect client feedback
  • 12. 12 2020 © AppFolio, Inc. 2020 Focus Areas Summary Client Experience • Listen to and know your clients • Ask what they are satisfied and dissatisfied with • Align what you provide with what they want What this means for Kristi in 2020 Focusing on client partnership rather than transaction ● Monthly client contact ● Client Newsletter ● Client Surveys
  • 13. 13 2020 © AppFolio, Inc. Focus Area Operations
  • 14. 14 2020 © AppFolio, Inc. ● Where are there redundancies in my firm’s operations? ○ Unnecessary processes ○ Two or more softwares that do the same thing Operations
  • 15. 15 2020 © AppFolio, Inc. ● What are there gaps in my firm’s operations? ○ Simple, repetitive tasks are not automated ○ An important task that always gets missed Operations
  • 16. 16 2020 © AppFolio, Inc. ● What vendors do I need or need to get rid of? ○ Identify problems (be specific) ○ Imagine an ideal situation ○ Evaluate current and potential vendors with problem and ideal in mind Operations What this meant for Kristi Outsourcing specialized tasks and re-evaluating technology ● Outsourced Bookkeeping ● Eliminated bespoke CRM software
  • 17. 17 2020 © AppFolio, Inc. Law Firm Operations Poll The last time our firm deeply evaluated operations was: A. Within the last year B. 2-3 years ago C. 4-5 years ago D. 6-10 years ago E. 10+ years ago
  • 18. 18 2020 © AppFolio, Inc. 2020 Focus Area Summary Operations • Identify redundancies • Find operational gaps • Evaluate current and needed vendors What this means for Kristi in 2020 Eliminating redundant software ● eSignature is now included in practice management software
  • 19. 19 2020 © AppFolio, Inc. Focus Area Marketing
  • 20. 20 2020 © AppFolio, Inc. ● Where do my clients go to find legal information? ○ Ask current clients where they look ○ Test different channels ■ LinkedIn ■ Paid Ads or Search ■ Content Marketing Marketing
  • 21. 21 2020 © AppFolio, Inc. Marketing ● What channels work best? ○ Closely monitor lead generation ■ Channel source ■ Quality ■ Convert-to-case rate (ROI)
  • 22. 22 2020 © AppFolio, Inc. ● Tighten your follow up ○ Call/email back fast ○ Don’t stop at one call or follow up Marketing What this meant for Kristi Testing several marketing channels for effectiveness ● Paid Ads ● LinkedIn ● Content Generation Tracking every lead source ● Utilizing CRM software
  • 23. 23 2020 © AppFolio, Inc. Law Firm Marketing Poll Primarily, my clients hear about our firm through: A. Word of mouth B. Offline Advertising (Billboards, Newspaper ads) C. Online Advertising (Search, PPC) D. Another source E. I’m not sure
  • 24. 24 2020 © AppFolio, Inc. 2020 Focus Area Summary Marketing • Test new marketing channels • Closely monitor results • Tighten your follow up What this means for Kristi in 2020 Further tailoring to prospective clientele ● Geographic targeting ● Industry focused content ● Hiring a digital marketing specialist/consultant
  • 25. 25 2020 © AppFolio, Inc. Operations 2020 Focus Areas Client Experience Marketing • Listen to and know your clients • Ask what they are satisfied and dissatisfied with • Align what you provide with what they want • Identify redundancies • Find operational gaps • Evaluate current and needed vendors • Test new marketing channels • Closely monitor results • Tighten your follow up
  • 26. 26 2020 © AppFolio, Inc. MyCase is a practice management software that helps law firms solve the key challenges of running a business, so they can grow, scale, and be more successful.
  • 27. 27 2020 © AppFolio, Inc. ...of MyCase customers say that MyCase helped them grow their business. 66%
  • 28. 28 2020 © AppFolio, Inc. ...of MyCase customers feel that MyCase has helped them provide a better client experience. 83%
  • 29. 29 2020 © AppFolio, Inc. ...of MyCase customers would recommend it to a friend or colleague. 96%
  • 30. 30 2020 © AppFolio, Inc. Thank you! Kristi Morgan Aronica Weitz Morgan PLLC, Managing Partner linkedin.com/in/kristi-morgan-aronica Casey Patterson MyCase, Marketing Programs Manager linkedin.com/in/casey--patterson casey.patterson@mycase.com
  • 31. 31 2020 © AppFolio, Inc.