Business
5 Law Firm Marketing Strategies That Brings More Leads
87% of law firms say they have a website.
76% of lawyers and law firms are active on Linkedin. 60% on Facebook. And 37% on Twitter.
These stats tell us that the law firm market is highly competitive.
Everyone is on a hunt for even the slightest opportunities to maximize their law firms.
Then, how to overcome all the obstacles?
Deploying an effective marketing strategy will break barriers and trounce the competition.
You have to experiment with different strategies and find the perfect one that brings profit to the business.
Here are the top five marketing strategies that help you drive your target audience to your website and reap higher ROI:
1 – Local SEO
SEO improves your ranking on the search engine.
Likewise, local SEO helps you rank for local keywords and reach your local audience.
Whether you’re a small or a big law firm, designing and maintaining your website according to the local SEO ranking factors used by Google will be your best strategy to attract clients from local audiences.
Here are some of the local SEO tactics to improve your rank for local search:
- Setup and manage Google My Business page with relevant information, address, phone, name, website link, and photos.
- Optimize your Google My Business account and website with local keywords to make people find you.
- While doing business listing, be consistent and reliable with your number, address, and phone number (NAP).
- Generate backlinks from local authoritative sites to improve your rank and drive potential prospects.
- Take the help of local SEO services to rank your GMB profile higher in the local search results.
- Collect testimonials and reviews from your previous client. Reviews and testimonials are your endorsements that build trust and credibility. Plus, it too plays a role in improving search engine ranking.
2 – Content marketing
Almost 40% of marketers say content marketing is an important part of their overall marketing strategy.
For people, the law is a complicated topic.
When people have a law problem, they have many questions circulating their minds.
Creating content that offers a solution to the audience and sharing it improves your brand awareness.
Understanding their pain points and giving them a solution will make people think of you as an industry expert.
For instance, the leading law firm, Kangs Solicitors regularly publishes content on their blog related to different tax issues to guide people in the right direction.
3 – Video marketing
89% of the marketers say video gives them good ROI.
Content marketing and video marketing are closely related. To be precise, video marketing is a subset of content marketing.
1 picture equals 1000 words.
That’s the power of visuals.
Most people prefer watching videos rather than reading text content to consume information.
You can take the help of an online video editor to create professional videos using customizable templates.
Here are the types of law firm videos that are commonly being created and shared:
- Explainer videos 72%
- Presentation videos – 49%
- Testimonial videos – 48%
- Sales videos – 42%
- Video ads – 43%
Video marketing is an amazing strategy to improve brand awareness.
Being consistent in sharing educational videos will boost people’s confidence to hire you to represent them.
Video marketing also increases your website’s ranking in the search engine.
If people search for your business using keywords, and your video is at the top of the SERP result page, there is a high probability they will convert to customers.
4 – Social media marketing
Thinking about whether social media is a perfect platform for law firms?
Most people think the same way, assuming that social media platforms are not meant for the law industry.
But they’re wrong.
Social media is a powerful platform with more than 4.55 billion active users.
Your presence allows you to be in constant touch with your target audience directly.
It is a platform filled with endless possibilities to reach your target audience and take action with only a little investment.
Linkedin and Facebook are the prime platforms.
Sharing valuable information consistently can boost your credibility and authority. People will perceive you as an expert in the field.
Hence, when people have a problem and think of discussing the issue with the lawyer, you will stand at the top of their minds.
Mixing the organic method and paid ads will get you even greater results.
5 – Email marketing
Every $1 spent on email marketing returns $42.
Email marketing is the only marketing platform that brings business with minimal effort.
People are much aware of cybercrime. They don’t share their contact details with someone they don’t trust.
If the person has signed up for your email newsletter or consultation call, the person trusts you and is very much interested in hearing from you.
Sending consistent insights or newsletters to your target audience will help you keep engaged with them and exhibit your existence.
Apart from that, it is an easy-to-measure platform as they provide analytics.
It lets you check how the people have reacted to your email and how many people have opened your email.
You can conduct A/B tests and choose the best-performing content for your campaign.
Measuring and evaluating your results will show how well your marketing strategy has performed.
Conclusion:
Your success is determined by the number of clients you are managing right now.
To be more successful, you have to make people aware of your existence. That’s the reason why you must have an impeccable law firm marketing strategy.
Fix a SMART goal, and using the above given five tactics, build your own marketing strategy and employ it.
Be consistent, keep measuring the results and make some tweaks to generate even better results.
Doing so can help you reach your potential client, keep yourself filled with work, and grow your law firm.
Cheers!
Business
Royal York Property Management And Nathan Levinson On Building Stable Rental Portfolios In A Volatile Market
Across North America, Europe, and much of the world, rental housing is caught between two pressures. On one side are tenants facing record affordability challenges. On the other side are landlords seeing operating costs, interest payments, and regulatory complexity move in the opposite direction.
Recent analysis from Canada’s national housing agency shows how tight conditions still are. The average vacancy rate for purpose-built rentals in major Canadian centres rose to about 2.2 percent in 2024, up from 1.5 percent a year earlier, but still below the 10-year average despite the strongest growth in rental supply in more than three decades.
At the same time, higher interest rates have pushed up the cost of acquiring and financing rental buildings, which has slowed transactions and made many projects harder to pencil out.
In this environment, the question for landlords and investors is less about chasing maximum rent and more about building stability. That is where Royal York Property Management and its founder, president, and CEO Nathan Levinson have drawn attention.
From a base in Toronto, Royal York Property Management manages more than 25,000 rental properties, representing over 10 billion dollars in real estate value, and operates across Canada, the United States, and parts of Europe. Levinson also sits on a Bank of Canada policy panel focused on the rental market, where he provides data and on-the-ground insights about rent trends and landlord stress.
For many smaller property owners, his model has become a reference point for how to treat rental housing as a structured financial asset rather than a side project.
Rental housing under pressure from both sides of the balance sheet
In many countries, the basic rental story is the same. Construction of new rental housing has climbed, yet demand still runs ahead of supply in most major cities. In Canada, overall rental supply grew by more than 4 percent in 2024, the strongest increase in over thirty years, while vacancy rose only modestly.
At the same time, borrowing costs have moved sharply higher compared with the pre-pandemic period. Research shows that elevated interest rates have reduced the profitability of new multifamily deals and slowed investment activity, even as structural demand for rental housing stays strong.
For small and mid-sized landlords, that tension shows up in a simple way. Mortgage payments, taxes, insurance, and maintenance rarely move down. Rents move up more slowly, and in many jurisdictions they are constrained by regulation or market realities.
Levinson’s view is that this gap will not close on its own. Landlords who want to stay in the market need more predictable income, tighter control of costs, and clearer systems for dealing with risk.
A property management model built for volatility
Royal York Property Management did not start as an institutional platform. Levinson’s early clients were owners of single condominiums, duplexes, or small buildings who were struggling with irregular rent payments, surprise repairs, and complex rental rules.
Instead of handling each property ad hoc, he built a standardized operating model that treats every door as part of a wider portfolio. Each unit sits on a centralized platform that records rent, arrears, lease expiries, maintenance tickets, and legal actions. Owners see real-time statements and performance metrics rather than waiting for year-end reports.
That structure, combined with an internal maintenance and legal team, is designed to handle stress rather than avoid it. When markets are calm, the system may look conservative. When conditions worsen, it is what keeps owners in the black.
“Execution is everything” is how Levinson often frames it in interviews.
Turning rent into a more predictable income stream
The feature that first drew many investors to Royal York Property Management is its rental guarantee program in Ontario. Under this model, landlords receive their rent even if a tenant stops paying. RYPM takes responsibility for legal proceedings, arrears recovery, and re-leasing the unit, while the owner continues to receive income.
Independent profiles of the company describe this as one of the first large-scale rental guarantee frameworks in the Canadian market, and note that the firm manages tens of thousands of units under this structure.
The guarantee itself is closely tied to local law and does not transfer directly into every jurisdiction. The underlying logic, however, is straightforward:
- Treat unpaid rent as a recurring and manageable risk rather than an occasional shock.
- Price that risk into a clear product instead of handling each case informally.
- Use scale, legal expertise, and data to keep default rates low and resolution times shorter.
For landlords who are facing mortgage renewals at higher interest rates, having a more stable rent stream can be the difference between holding a property and being forced to sell. That is one reason rental guarantee models have started to attract interest from investors outside Canada who are watching RYPM’s approach.
Using technology to see risk earlier
Behind the guarantee and the day-to-day operations is a technology stack that tries to surface problems before they become crises. Royal York Property Management’s internal platform uses data from payments, maintenance, and tenant behavior to flag risk signals and operational bottlenecks.
Examples include:
- Tenants who move from on-time payments to repeated short delays.
- Units where small repair tickets point to a larger capital issue ahead.
- Buildings where complaint volumes suggest service gaps or staffing problems.
Rather than treating these as isolated events, the system aggregates patterns across thousands of units. That allows management to decide whether a problem is individual, building-specific, or systemic.
Levinson has also pushed this data outward. As a member of the Bank of Canada’s rental policy panel, he provides anonymized information on rent collection, defaults, and renewal behavior, which feeds into broader discussions about financial stability and housing policy.
The same data that protects a landlord’s cash flow in one building helps central bankers understand how higher rates are affecting thousands of households.
Why the Canadian case matters for global landlords
Several recent reports underline how closely rental markets are now tied to national economic performance. Tight rental supply and high rents are feeding inflation in many economies. At the same time, higher borrowing costs are discouraging new construction, which risks prolonging shortages.
This feedback loop is especially hard on small landlords. Many own only one or two properties and have limited room to absorb higher mortgage payments or extended vacancies. Analysts in Canada and abroad have warned that some owners are at risk of default as their loans reset at higher rates.
In that context, the Royal York Property Management model offers three lessons that travel across borders:
- Standardization protects both sides. Clear processes for screening, rent collection, maintenance, and legal steps reduce surprises for owners and tenants at the same time.
- Risk pooling is more efficient than one-off crises. Handling arrears, legal disputes, and vacancies inside a structured system is less costly than improvising each time.
- Operational data belongs in policy conversations. When policymakers have access to real rental data rather than only mortgage statistics, interventions can be better targeted.
It is not an accident that Levinson’s work now sits at the intersection of private property management and public financial policy.
What everyday landlords can borrow from the Royal York playbook
Most landlords will not build a 25,000-unit management platform. Many will never interact with a central bank. The core ideas behind Nathan Levinson’s approach are still accessible to smaller owners that manage a handful of properties.
Three practices stand out.
First, treat every rental unit as part of a simple portfolio. That means using a consistent template to track rent, arrears, expenses, and vacancy days for each property, then reviewing it on a schedule instead of only when something goes wrong.
Second, write down the rules for risk in advance. Late-payment steps, repayment plans, documentation standards, and maintenance response times should exist on paper, not only in memory. Royal York’s experience suggests that clear rules reduce conflict, because everyone knows what will happen next.
Third, invest in service as a protective layer. Multiple independent profiles of RYPM point out that faster response times and transparent communication reduce tenant turnover and protect building condition, which in turn supports long-term returns.
For landlords and investors trying to navigate today’s volatile rental markets, the message from Royal York Property Management and Nathan Levinson is surprisingly simple. You cannot control interest rates or national housing policy. You can control how organized your portfolio is, how clearly you manage risk, and how consistent your operations feel to the people who live in your buildings.
For many, that shift from improvisation to structure is what will decide whether their rental properties remain a source of wealth or turn into a source of stress.
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