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An Illinois Real Estate Lawyer's Marketing Guide to Boosting Online Presence

Rebecca Spiegel

Written by

Rebecca Spiegel


May 17, 2023

An Illinois Real Estate Lawyer's Marketing Guide to Boosting Online Presence

One popular search term (meaning potential legal clients looking for a real estate attorning online) that can significantly impact your visibility and attract potential clients is “real estate lawyer Illinois.” By optimizing your website and marketing strategies to rank higher for this search term on search engines like Google and Bing, you can enhance your online visibility and drive qualified traffic (potential clients) to your firm.  

Once you're in contact with these potential legal clients, your lead management and intake process should be smooth in order to convert them at a high rate into potential clients. You can learn how to optimize the lead management and client intake in the article Client Intake for Law Firms: an Ultimate Guide.

In this blog post, we’ll provide practical tips and guidance for real estate law firms in Illinois to improve their “real estate lawyer Illinois” ranking and maximize their online marketing efforts. Legal teams can implement many of these strategies and tactics if they have the capacity and availability to do so. The key is to stay consistent over a long period with whichever strategies and tactics you choose first, as it takes time to build a marketing pipeline of potential clients.  

Alternatively, you can hire marketing firms specializing in the legal industry or law firm marketing. This blog will help you become a more informed client.  

Growth strategies for Real Estate attorneys in Illinois: Start Here  

Understanding what clients seek in a real estate attorney is crucial for developing a successful marketing approach. Real estate attorneys in Illinois can effectively market themselves by implementing strategies that showcase their expertise, build trust, and meet the specific needs of legal clients. Take time to contemplate where you excel and where some “easy wins” for your marketing may be. Start there and then expand as your potential client pipeline and understanding of your legal marketing grow.  

Here are some key aspects of your real estate legal services to consider:  

Specialization and Experience  

Clients seek Illinois real estate attorneys specializing in their specific area of need. Whether residential or commercial real estate transactions, zoning and land use, landlord-tenant disputes, or real estate litigation, emphasizing your expertise and experience in the relevant practice area is essential. Highlight any certifications, advanced training, or notable cases to establish credibility.  

Responsiveness and Communication  

Timely and effective communication is vital in the legal profession. Clients value attorneys responsive to their inquiries, provide regular case updates and explain legal concepts clearly and understandably. Demonstrate your commitment to client communication and establish protocols for promptly addressing client concerns.  

Local Market Knowledge  

Real estate is inherently local, and clients often seek attorneys who deeply understand the local market dynamics in Illinois. Showcase your knowledge of local laws, regulations, and market trends. Highlight your experience working on real estate transactions or cases specific to Illinois, including familiarity with local courts and administrative bodies.  

Trust and Integrity  

Real estate transactions and disputes can involve significant financial and emotional stakes for clients. Building trust and demonstrating integrity is paramount. Cultivate a reputation for professionalism, honesty, and ethical conduct. Provide testimonials or case studies that showcase your ability to protect clients’ interests, maintain confidentiality, and act ethically.  

Effective Negotiation and Problem-Solving Skills  

Real estate clients value attorneys who can effectively negotiate contracts, resolve disputes, and find practical solutions. Illustrate your problem-solving abilities, emphasizing your capacity to identify creative solutions while minimizing client risks. Highlight your negotiation skills and track record of successful outcomes.  

Client-Centered Approach  

Clients want to work with attorneys who prioritize their needs and goals. Tailor your marketing messages to demonstrate your commitment to providing personalized attention and tailored legal strategies. Showcase your ability to understand clients’ objectives and customize your approach accordingly. Offer initial consultations to assess clients’ needs and discuss potential strategies.  

Transparent and Fair Legal Fee Structure  

Clients highly value clear and transparent fee structures. Provide transparent information about your billing rates, fee arrangements, and any potential additional costs. Transparent communication about costs helps build trust and ensures clients are well-informed. When appropriate, consider offering alternative fee arrangements, such as flat fees or blended rates.

Looking for guidance on setting fees?

A Guide to Flat Fee Billing for Lawyers

Contingency Fees: a Practical Guide for Law Firms

Exceptional Client Service  

Delivering excellent client service is a key differentiator. Clients appreciate attorneys who make them feel valued, respected, and supported. Pay attention to detail, be accessible, and demonstrate empathy. Provide a seamless client experience throughout the engagement, from the initial consultation to the conclusion of the case or transaction.  

Read more: 5 Ways Legal Software Boosts Your Client Relationships

Online Presence and Reputation  

When published and shared online, the above strategies help you establish a prominent online presence to enhance visibility and reputation. Optimize your website with relevant content, client testimonials, and case studies. Actively manage and respond to online reviews. Engage in professional networking on platforms like LinkedIn and participate in real estate-related discussions to showcase your expertise.  

By choosing a few areas you’d like to focus on as you begin improving or implementing marketing plans, real estate attorneys in Illinois can effectively market themselves and attract clients looking for their specific expertise, experience, and client-centered approach. Tailoring your marketing efforts to align with client expectations will increase your chances of establishing positive, lasting client relationships.   

Marketing Tactics for Real Estate Attorneys in Illinois  

Here are some specific legal marketing strategies and tactics that real estate attorneys in Illinois can implement to market themselves effectively:  

Develop a Professional Real Estate Law Website  

Create a professional website that reflects your expertise and showcases your services. Include essential information such as your practice areas, attorney profiles, contact information, and testimonials from satisfied clients. You may even choose to write a blog or FAQ or regularly create new videos for YouTube section based on the keywords you’d like to rank and be visible to attract potential clients (more details and how-to coming). Ensure your website is visually appealing, easy to navigate, and mobile-friendly.   

Conduct Keyword Research around Real Estate Law in Illinois  

Conduct keyword research to understand the search volume and competition for “real estate lawyer Illinois.” Use free tools like Google Keyword Planner, Ubersuggest, or Answer the Public to identify relevant keywords, phrases, and topics that align with your legal services and ideal legal client base. In this case, focus on long-tail keywords specific to real estate law in Illinois, such as “residential real estate attorney Chicago” or “commercial property lawyer Springfield.”  

Read more: How to Get More Clients for your Law Firm: 5 Steps to Building Your Ideal Client Base

Content Marketing for Real Estate Attorneys in Illinois  

Using the keyword research you've done (and do at a regular cadence), content marketing allows you to continue to write on topics that interest your legal real estate audience and incorporate the keywords and phrases that will help you get seen by potential clients. Develop a content marketing strategy to establish yourself as a thought leader and provide valuable insights to potential clients. Regularly create informative blog posts, articles, or videos that address common real estate legal issues, offer tips and guidance, and showcase your expertise.  

Focus on educational content, such as guides, checklists, or infographics, that establishes your firm as a trusted authority in the field. Create blog posts, articles, or resources that provide valuable insights, answer frequently asked questions, and address common legal concerns about real estate in Illinois.  

Testimonials and Case Studies

If you can, go beyond Google Business Client Reviews and make client testimonials and case studies a part of your content strategy. Showcase happy clients on your website and blogs where appropriate and relevant. Highlight successful case studies demonstrating your expertise and ability to achieve favorable outcomes. Potential clients are more likely to trust you when they see positive feedback and real-world examples of your work.    

Build High-Quality Backlinks from other Legal and Real Estate Sites in Illinois  

Backlinks are when another website links to your website so people can find you. High-quality backlinks from reputable and relevant sources boost your website’s authority, making you more likely to be seen when someone searches "real estate lawyer Illinois," for example. Develop relationships with other professionals in the real estate industry, such as realtors or mortgage brokers, who may be willing to link back to your website.  

When you network and join referral programs, connect with local real estate associations or real estate law directories in Illinois, this is a great way to start getting listed on other websites. You can also ask for guest blogging opportunities on relevant websites to earn links back to your own. You’ll be able to identify good websites and blog topics from the keyword and topic research you’ve done to get to this point.  

Share this content on your website, social media channels, and relevant industry platforms.  

Search Engine Optimization (SEO) for Illinois Real Estate Law Firms  

While content marketing is a large piece of the SEO puzzle, there’s more. Optimize your website for search engines to appear prominently in search results. Research and target relevant keywords such as “real estate attorney Illinois” or “property lawyer Chicago.” Incorporate these keywords into your website’s content, like page descriptions, blog posts, and more. Create informative blog posts and articles around these keywords to drive organic traffic to your site.  

On-Page SEO Optimization for Each Web Page  

Incorporate the target keyword into your website’s title tags, URLs, meta descriptions, headings, and content. Optimize your images with descriptive alt tags and ensure your website has a user-friendly structure and navigation to help you get seen. Again, if this feels over your head right now, legal industry marketing experts can help you get started. Ask them about the above list (or anything in this article) to help you choose a vendor wisely.  

Legal Marketplaces, Local Directories, and Review Platforms for Local SEO  

Leverage local SEO strategies to target clients in specific Illinois cities or regions. For example, claim and optimize your Google My Business listing, ensuring accurate and up-to-date information. Include your firm’s address, phone number, and name in a consistent format on every website page. Create a dedicated “Contact” or “Locations” page that provides detailed information about your office location Illinois.  

Google Business is just one place to get listed and seen. Ensure your law firm is listed in relevant local directories, such as Yelp, Yellow Pages, local Chamber of Commerce, or Legal Marketplace websites. Monitor and respond to reviews on platforms like Google My Business or Avvo. Encourage satisfied legal clients to leave positive reviews, as they can improve your online reputation and visibility.  

Read more: Legal Marketplaces: Everything You Need to Know  

Social Media Marketing  

Leverage social media platforms to engage with your target audience and amplify your online presence. Choose platforms that align with your target clientele, such as LinkedIn, Facebook, or Twitter. Share educational content, industry news, case studies, and updates about your practice. Engage with followers, respond to inquiries, and participate in relevant Illinois real estate and real estate law discussions and groups.  

For busy legal teams, it’s helpful to take photos and create content in one large package ahead of time. You can have your team and office pictures taken for a Rolodex of visual assets to choose from when posting. Highlight an associate or partner each week or month, share easy-to-understand factoids about changes in the real estate market or legal industry, and more.  

Download: Social Media Marketing Workbook for Attorneys  

Email Marketing  

As inquiry and intake forms get filled on your website, build an email list of prospective and retaining clients and regularly send them informative newsletters or updates. Offer valuable content, legal tips, or exclusive insights to engage recipients. Consider segmenting your email list based on client interests (like commercial vs. residential real estate in Illinois) to provide more personalized and relevant content. Use software that helps you scale and track your efforts.  

Watch Now: Automated Email Templates in Smokeball  

Online Advertising for Real Estate Lawyers in Illinois  

Consider online advertising channels such as Google Ads, Facebook Ads, or LinkedIn Ads to increase your visibility and reach a targeted audience. Set a budget, identify relevant keywords or demographics, and create compelling ad copy highlighting your unique value proposition. Monitor and adjust your campaigns regularly for optimal results.  

Legal and Real Estate Networking and Referral Programs  

Develop strong relationships with professionals in related industries, such as realtors, mortgage brokers, or property developers. Attend networking events, join industry associations, and participate in community activities. Establish a referral program where you offer incentives or commissions to professionals who refer clients to your firm.  

Read More: Law Firm Guide to Attorney Referral Fees  

Continuous Education and Speaking Engagements  

Stay updated on the latest trends and changes in real estate law through continuous education and professional development. Offer educational workshops or presentations to real estate professionals or community organizations to establish yourself as a trusted resource. Consider speaking at conferences, seminars, or webinars to position yourself as an industry expert. These events will also help you form connections for guest blogging and backlink opportunities.  

Becoming a Trop-Ranked Real Estate Lawyer in Illinois with a Top-Ranked Website

Remember, consistency and persistence are essential in legal marketing. Regularly review and analyze your marketing efforts, track your results, and adjust as needed. By implementing these strategies and tactics, real estate attorneys in Illinois can effectively market themselves, build a dedicated client base, and differentiate themselves in a competitive market.  

The right legal software can help you make informed, data-driven decisions regarding your marketing budget: how much you spend and where you spend it. So, when you are building your ideal legal client profile, be sure to look at which potential clients are most likely to convert, which clients bring your firm the most revenue, and which marketing channels have historically performed the best for you. You may choose to either double down your spending here or test new channels like digital ads.

Want to be able to make these kinds of data-driven marketing decisions for your law firm?

Learn More

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