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3 Tips for Expanding Into Elder Law

By George Khoury, Esq. | Last updated on

Over the next decade, elder law is expected to start booming. Given the fact that the average age of the population is increasing as the younger Baby Boomers are now entering their golden years, some practitioners might be wondering if transitioning into elder law could prove profitable.

If you're considering exploring the elder law niche, below you can find three tips to help you break in.

Target Your Marketing

First, if you want to do elder law, you're going to need clients. That means you're going to have to market to the clients you want, and that means marketing to the clients in a medium where you will actually reach them.

Curiously, the TV show Better Call Saul actually does a good job of showing how a younger attorney can build relationships with elderly clients.


Elder law actually encompasses several different areas of law, such as probate, family, estates, contacts, injury, and even criminal matters. As such, practitioners looking to expand what they already do, or fully shift focus, would be well advised to focus on one (or more) areas and to become experts in how individuals older than 65 are specifically impacted. Additionally, there are specializations offered, but you don't really need one.

Create Loss Leader Services

Doing a basic will or power of attorney or other form estate planning document for a client at a low, fixed cost is an easy way to establish a relationship that could lead to repeat business.

Generally, when doing work of this sort, you must be clear at the time of making the appointment that the fixed cost services are limited, and you'll want to limit them in ways that will still provide the clients with a meaningful outcome, even if you determine that the client really needs more than what the fixed cost services can offer. Making sure that every client leaves feeling that they obtained good value is important, and invaluable marketing, particularly for the traditionally fiscally conservative senior population.

Want information on effective marketing? Let the experts at FindLaw's Lawyer Marketing give you a hand with FindLaw Integrated Legal Marketing Solutions.

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