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The Race To Get "Big" Is A Race To The Middle.

So much consolidation has already occurred that in many markets the only remaining standalone law firms are either:

(1) fiercely independent, or

(2) mediocre.

That is, in larger cities the leading smaller firms were acquired many years ago, in the first round.

This meant many elite large firms, desperate to plant a flag in a particular geography, have been forced to acquire B- or C-tier firms whose lawyers have B- or C-tier resumes.

In markets that have experienced significant merger activity, there aren’t many decent single-office firms left.

This has created the awkward situation where elite large firms, desperate to find a partner in a particular city, are acquiring third-rate firms full of lawyers who would have been quickly rejected if they'd applied individually.

If the big law firms can’t claim law review or Ivy League pedigrees, then what's their value proposition? How can firms justify charging $950 per hour for lawyers who graduated in the “top 60%” of their class?

I’ve been seeing major academic mismatches in major markets.

What are those big firms selling?  Size or Skill?  

Are they "international" or "intellectual"?

It’s going to be interesting to see whether clients start to notice the disparity and resist paying premium prices for mid-tier resumes.  Note, I'm not suggesting that Ivy League, Law Review, or Order of the Coif credentials automatically create better lawyers.  Of course, the big firms have historically suggested that this is so.

Where is this trend going?

What’s the next decade going to look like?

© 2021 Fishman MarketingNational Law Review, Volume VII, Number 159
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About this Author

Ross Fishman legal marketing expert  Fishman Marketing
CEO

National Law Review Thought Leader 2018

Of Counsel magazine wrote: “Many people consider Ross to be the nation’s foremost expert on professional services marketing.” He uses powerful brands, websites, and marketing training to help lawyers and law firms dominate their markets and dramatically increase profits.

A former...

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