Remember 'location, location, location'

In a world where we are constantly told to be evaluating, developing
and emphasising our online communication, it is easy to forget the value of physical presence in the real world.
When it comes to authority and long-lasting client relationships, the credibility of ‘bricks’ has yet to be surpassed by that of ‘clicks’.

Whether it’s the arrival in another country of an international law firm, or expanding a regional portfolio by a legal practice, such as my firm, there can be no greater sign of serious business development than opening a new office.

In our case, we already
have five branches across the city and surrounding area of Southampton, but last month we broke new ground by establishing premises in Winchester. The decision
was not taken lightly and
there were many reasons for
our expansion towards the north of our existing cluster.

First, and perhaps most importantly, we knew Winchester very well. We already had clients in the area and opening an office in a more convenient location for them has already been met with appreciation and gratitude.

Second, Winchester is a prestigious address. Despite recent economic turbulence,
the city has maintained its reputation for prosperity and
is still a highly desirable place
to live. It has close links with London, with an ever-increasing number of people commuting back and forth.

Third, the offices we chose
are located just before the city centre, on one of the major
roads, and we have taken full advantage of our windows
to advertise our presence
and become a permanent,
profile-raising feature.

The fourth major reason
was the potential of the area. Property and private client
work are the obvious focus in such an affluent area, but there are many small businesses
and enterprises in the area
that need a modern and flexible approach to legal services which we intend to provide.

Going for gold

The timing was also right.
As we are celebrating our
golden anniversary this year,
we launched our new office
with a 50-year history intact, offering the advantage of an established reputation.

In terms of staffing, we are in the fortunate position of being able to pool from our existing employees (more than 140). We have a permanent reception and support staff in Winchester, two fee earners dedicated to the office as our Winchester representatives and we will initially be rotating people according to need and make further decisions later in the year.

Again, this is a luxury afforded from having a large firm to support this new venture, but one that requires organisation, planned strategy and evaluation.

The actual opening in May was quite overwhelming. So many clients and associates came to wish us well that we had to take the official photo in the street outside. We were very proud
and look forward to making the sixth office a great success.

 

EXPANSION TIPS Why? What are your reasons for you choosing a particular area? The main ones should be client-led. Where? Choose location carefully. Is it a good neighbourhood for private client work? Is it part of a business district for commercial work? Is there client parking? Is there advertising potential from passing cars and footfall? When? Can you link your office expansion to specific events or successes of the firm? Who? Who will be working from your office? Will it be a specialist branch for a niche service or be more about the overall brand arriving in a new area? Make a splash. People need to know you’ve arrived. Welcome existing clients and hold an opening event to spread the word and take pictures for local press, social media and your website.

 

Catherine Maxfield is managing partner of Eric Robinson Solicitors