Even if you don’t stop practising in other areas, selecting a niche for a personal injury solicitor is a smart marketing move. The Irish legal landscape is becoming more crowded, with the number of solicitors registered to practice in Ireland passing 10,000 for the first time [Feb 2017]. This point is particularly relevant for younger firms. Trying to break into a market that’s dominated by established firms means that before you even start, you’re already behind.
On the other hand, by finding a specialised area of the law that fits you or your practice well such as medical negligence cases, will enable you to build a reputation as the go-to-person concerning cases of that nature and build your practice’s web presence and brand on a solid foundation.
This goes against the standard behaviour of expanding the number of services on offer to attract more business.
People always have options, but when it comes to a once-off case with a large potential payout, people want to work with specialists.
People want a “sure thing”.
Think Neurosurgeon vs General Practitioner.