Rafi Accident Lawyer – You see them on billboards, on buses and on television, and on many buses. In a city short on movies and Fortune 500 actors, lawyers love to be advertised by many of our celebrities.
At first, Brandon Rafi didn’t know what to make of this guy. Apathy in high school? Dissatisfied previous customer? Girlfriend’s ex?
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Standing in the concession line at an Arizona Cardinals game in 2016, a young personal injury lawyer was just another anonymous football fan waiting for his burger and beer. Or so he thought.
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“Can I have a picture?” Rafi remembers asking a Cardinals fan for Startruck after the man started high-fiving. “Wow, I can’t believe it’s Rafi!”
“And I thought, ‘Why does he want to take a picture with me?'” the lawyer said with a laugh. “So, I took a selfie with him, and that’s when I knew that eventually, hopefully, I would work.”
As anyone who has slogged through Valley traffic for the past six years can guess, “it” was a flashy billboard and bus marketing campaign the 30-year-old attorney launched to promote the fledgling Rafi Law Group last spring. “Up until that day [at the stadium], I was worried that maybe no one would see those commercials except my mom,” he said with a laugh.
Well, it wouldn’t be the last time Rafi faced the grocery line, got talked into at the gym, or was abused by a well-meaning fan. When he bought his first boards, Rafi hired five workers. Today, Rafi Law Group has approximately 180 lawyers, paralegals and various office staff, including a marketing department to manage its ubiquitous billboards and various advertising purchases. Like others in the official community of the valley, they made him something of a star.
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Relative to media hubs like New York City and Los Angeles, and Fortune 500 hotspots like Seattle and San Francisco, Phoenix is ​​not a particularly wealthy city. The biggest stars are undoubtedly the professional athletes, followed closely by our political representatives in Washington, D.C., local television news personalities and Jodi-Arias-style media pariahs. According to the group, the popularity index is largely controlled by who can place themselves on social media platforms.
From a purely numerical point of view, lawyers – especially in the high client areas of personal injury, criminal defense and sometimes family law – dominate the ad-celebrity group. Once restrained from their advertising habits, lawyers are now rolling up their sleeves in TV spots, dressed in happy animal costumes and out for our entertainment and intellectual attraction. But joining the ranks of “marketing lawyers,” as they call themselves, is not a step lawyers like to take lightly. It dramatically changes the financial calculus of running a law firm, and may raise the ire of regulators and Joe Public in unexpected ways.
Despite the ridiculous, free advertising power of many attorneys in Arizona, there are some guidelines from the State Bar of Arizona about how companies can advertise their services. For example, they cannot hire actors to play lawyers – any person shown as a partner, partner or legal representative at a particular firm must actually be employed by that firm. They also cannot cast players for playing customers, satisfied or otherwise – although this rule has evolved over the years.
Consider an early 1980s divorce attorney commercial from the late Levine and Jarvi Law Offices—one of the law firm’s first commercials to air on Arizona television, now available for viewing on YouTube. In the 31-second slot, the actress who plays the unaffected wife is seen flipping through photo albums while smoking. Such advertising may backfire on bar administrators in 2022.
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“The touchpoint of all Arizona law when it comes to [legal] marketing is the truth,” says attorney Bradley Perry, a State Bar employee who helps law firms follow the rule and follow best practices as director of the attorney assistance program. “To use another example: You can’t promise an outcome. You can’t say, ‘I’ll win your case’ or ‘I’ll get you $1 million,’ because those statements are hypothetical and not true.
It’s a very legal distinction, and the reason why longtime Valley personal injury attorneys Lerner & Rowe keep repeating “accident? Need a check?” The catchphrase in your mind – they understand you want a check, while you deviate from the immediate offer, you will get it.
The same goes for the classic “I’m Larry H. Parker and we’re fighting for you!” The line. As it is, it is good. Replace “struggle” with “profit,” and it’s for sale.
Much of what Arizona lawyers can and cannot do in the media is spelled out in Section 7 of the Bar’s Rules of Professional Conduct, a flexible document that is regularly updated and explained. In general, the changes are esoteric and have little impact on the way many modern lawyers advertise themselves – for example, Rule 7.5 was recently revised to prevent lawyers from “adopting a trade name that could be confused with a government agency,” said De Perry, theoretically prohibited. one from their name “Governor’s Law Offices.”
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However, there was a very big change in the Arizona barcode that shook the entire American legal community to its roots. Until the late 1970s, attorney disclosure in all forms was prohibited in all 50 states. Viewed by many in the legal profession as unfair and exploitative, but perhaps rightly so it threatened to cripple the legal network that depends on good boy connections and referrals to manage clients and keep outsiders.
Two Arizona lawyers, John Bates and Van O’Steen, are trying to break this situation. Fishing to attract low and middle class customers, lawyers released a modest print ad in the Arizona Republic ($175 for divorce, $225 for adoption) and quickly issued a fine from the state bar.
The two appealed their case and finally got it out in 1977 at the US Supreme Court, led by Chief Justice Warren Burger. Arguing that the advertising ban was inherently discriminatory against the poor and unaffiliated, Bates and O’Steen sued the court, which struck down Arizona’s ethics code because it violated the First Amendment. The state bar then rewrote the law to end the ad ban.
Reflecting its origins, the attorney marketing laws in Arizona are often more restrictive than those in other states, according to sources interviewed for this article. One key advantage: Lawyers here can brand their firms with names and concepts other than their attorneys’ last name—a freedom not granted uniformly in all US states. “You can’t use a bulldog [to represent your company] in Florida,” says the Valley attorney.
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That’s why Arizona firms can have attractive, evocative handles like Husband and Wife Team, Viper Law Team and, perhaps most daringly, Law Badgers, a personal injury firm founded by longtime partners Sean Woods and Bob Mills in 2020. also partners in the more prosaic-sounding Mills + Woods Law.
In the midst of the COVID-19 pandemic, Woods — like many people during the quarantine — yearned for creativity. Inspired by the popular “Honey Badger Don’t Care” viral YouTube video, the Arizona State University student and his partner began toying with the idea of ​​repurposing their company with the popular omnivore brand, which Woods says reflects their customers’ preferences. service .
“We look at what a lot of [personal injury] lawyers do … they always try to settle, but if the case goes to trial, it removes the case or transfers it to the plaintiff,” said Woods, who has argued many cases. before the US Circuit Court of Appeals. “We always say that we are the plaintiffs first, we want to go to the judge [if the solution is not reached]. It’s like a video, the badge doesn’t care. Even if it looks like he’s going to lose, he keeps fighting and gets to the top.
Perhaps true to the goals of marketing trailblazers Bates and O’Steen, high-concept marketing schemes can give new or struggling companies direct access to customers without the benefit of connections or referrals.
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“It’s a great marketing tool,” Perry said. “In a busy legal market like Phoenix, where you’re targeting the general consumer, you have to be different, and one way to do that is to look at eye brands.”
Husband and Wife Law Team: Mark and Alexis Breyer rock their yarn for the D-Backs at Chase Field. Photo by Michael Dunn.
For Mark and Alexis Breyer, the married attorneys behind Husband & Wife Law Group, the firm’s strong name was always there—it just took a few years to fully exploit it. The duo met as law students at Syracuse University and moved to Arizona in 1996 after graduation. “Alexis knew right away, just driving, that’s where we wanted to go,” said Mark Breyer, conducting a three-way interview while picking up family members at Phoenix Sky Harbor Airport on a weekday afternoon.
He brought his personal injury firm to Phoenix like Breyer
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