There are not too many people I have met in the domain business who have managed to put together an online and offline business that is so perfectly integrated, as Braden Pollock, whom I met at the Domainer Mardi Gras show.
Braden’s company, Legal Brand Marketing, LLC (LBM) began in 2004 with the launch of 1800DUILAWS.com, as a DUI lead generation site and the matching 800 phone number.
All calls to the number are geographically routed to subscribing attorneys which allows each attorney to use the licensed vanity number in their own online and offline marketing.
LBM also owns 3000+ DUI domains such as DrunkDrivingDefense.com, DUIattorneys.com, DUIexpungement.com, DUIcheckpoint.com, OpenContainer.com along with geo’s like LosAngelesDUIattorney.com, BeverlyHillsDUIattorney.com, BostonDUILawyers.com, ChicagoDUILawyer.com, IllinoisDUIattorneys.com, MissouriDWIlawyer.com, NewOrleansDWILawyers.com, NorthCarolinaDWILawyers.com, OregonDrunkDriving.com, PennsylvaniaDUILawyer.com, TennesseeDUILawyers.com.
You get the idea.
Don’t look for any parked pages on LBM’s DUI related domains.
Instead LBM charges lawyers a flat monthly subscription to be featured on the sites and receive leads via email and through its toll free numbers.
LBM also offers bi-annual marketing conferences for DUI lawyers..
Of course, LBM isn’t the first to do lawyer directory sites, even with 800’s numbers.
LBM’s businesses go much further and that’s the cool part of the story.
LBM also prints and mails The DUI Report (TheDUIReport.com) to anyone arrested for DUI in one of 10 states.
Each state gets its own edition in which the magazine only features ads for LBM products and services while a sponsoring attorney pays for exclusive placement.
The DUI Report is a 24-page, full color, magazine that explains everything an offender needs to know after being arrested for DUI in their state.
Arrest data is public information in most states, so LBM mails the magazine the day after someone is arrested.
The DUI Report is also distributed on news racks mounted at the curb in front of court houses and police stations.
Early on, LBM realized that there was a huge market in other peripheral businesses to DUI.
Many states have ignition interlock or car breathalyzer laws.
In 2006, LBM got into the interlock business by licensing the Smart Start interlock system.
In 2010 LBM will have more than 100 brick and mortar locations around the country which actually, lease, install and service these Interlock Systems into vehicles.
Depending on the state, these devises typically range from about $75-$100 per month.
Of course, LBM has domains and sites to go with that business (you can checkout one of their interlock sites at SmartStartofCalifornia.com).
In addition, LBM owns several hundred ignition interlock related domains including IgnitionInterlock.com, which is currently being developed into an international directory of service locations.
As you may know, everyone that is convicted of DUI is required to obtain a special SR-22 insurance policy and are often dropped by their current carrier.
LBM also operates an insurance agency which is licensed in 35 states as a full service insurance agency offering auto, home, health, life, etc, but their emphasis is on SR-22 Policies.
LBM owns the domains DUIautoInsurance.com, DUIinsurance.com, DWIinsurance.com, and “every other conceivable variation” according to Mr. Pollock, and uses the phone number 1.800.DUI.INSURE to go with their insurance business.
All in all, LBM sites sell many related products and contain tens of thousands of content pages. They have 3 full time writers, a database administrator, designers, programmers and social media and linking staff.
Braden told me “The idea is to move up the value chain and as close to the actual customer as we can. Everyone between me and the end user takes a piece of the profits. We’re trying to hold on to as much of those profits as we can by removing all those middlemen”
I told you it was a pretty impressive online and offline business that they have put together.
You can find Legal Brand Marketing, LLC on Facebook and, yes, they do work with domainers who have DUI related domains.
We have just recently taken a few of our DUI related domains off of parking and PPC and put them with LBM on a PPA model.
You can see one of our domains in action, AlabamaDUILawyer.com.
I will let you know how this does in comparison to parking in the next couple of months.
Great case study.. 🙂
Good writing, I am glad to read your writing. in the online business takes the concept of domain names as identity. but we must be good at choosing a domain name for a business your status.
how about BS attorney dot com?
Interesting article , what I liked the most is the title ” the perfect marriage of online offline business”.
You are right lot of people have managed to combine both of them in such a way that you can say its a necessary evil.
Whoop de fuggin do
A case study about someone who is using domains for the purpose in which it was intended!
Surely a surprise for many domainers in the year 2010!
Aggro
How may web based businesses have brick and mortar locations to go with to do something related to the web based business.
Don’t think you read the whole article
amazing case study. I also chatted with Braden over brunch at DMG. I remember it quite well, it was a delicious meal, complete with panoramic view of a sun-soaked morning in New Orleans from the top of the Hilton, talking domains in the company of uber-domainers. what could be better?
If he was smart held get a law degree and then start a practicing law franchise to actually service the leads instead of selling them.
Ross- (‘Hope this isn’t my long lost pal Ross…) Ask a primary source, Like Mr Berkens (Esq.): Ask about “leveraging” your assets; ask Mike about things like: “Value Proposition” and so on. The counselor is laying it right out here for us all, and still… I guess a few just don’t get it. Thanks Mike- Great stuff!
Roy
Mike
I remember our chat. Thanks for the kind words.
Ross
You’re on the right track. I like your thinking. Don’t think I haven’t thought of getting a law degree (I even began studying at one point). Problem being is that I would need to pass the Bar in each state, hire a sales staff in each state (sales people must be licensed attorneys), hire attorneys in each state, malpractice ins. in each state, etc, etc. Law doesn’t work like a typical service business. There are unfortunately, not enough economies of scale due to bar ethics requirements. I generate so much lead volume that I’m able to get top-dollar for our service so I focus resources on other areas (e.g. interlock, insurance, etc)
Refreshing Read. Thanks Mike & Braden
Braden is a force of nature! I’ve had the good fortune of sitting and speaking with him a couple of times recently. Truly an inspiring businessman. I wouldn’t even call him a ‘domainer’ at this point, since he’s more of an end user that ‘gets’ domains, and is SO far beyond what the average domainer even considers doing!
An excellent role model for anybody that wants to move beyond domaining……. 😉
Great article. Braden is a sharp business man and it is great to hear more about what he has done, continues to do and how he is moving the possibilities of domaining forward in his realm.
I really appreciate the foresight and insight on your lead generation! You are covering all the base’s on media…
Luke
traditional practices in marketing may no longer that effective compared during the time when the Internet has not yet emerge. however, traditional marketing can be very effective when combined with technology-driven practices. with this you can create an effective and unique strategy for your marketing campaign. with lead generation we can have telemarketing lead generation, lead generation through email marketing and online marketing.
“We have just recently taken a few of our DUI related domains off of parking and PPC and put them with LBM on a PPA model.”
I’ll be interested to see how this plays out in the long term. It is illegal in many states for attorneys to buy leads. Even where it is legal, there are frequently disclosure requirements, so that the client is informed that the lawyer has paid for the referral, and was not referred on the basis of the lawyer’s skill or expertise. This, among other attorney regulations, is frequently ignored.
As but one example, these are the Pennsylvania attorney advertising rules:
http://www.pacode.com/secure/data/204/chapter81/s7.2.html
IMHO, it’s pretty sad that lawyers engage in this sort of thing. I can remember a call not long ago from a lawyer who had a client with a domain name issue, and who started the conversation by saying something to the effect that he thought I was best qualified to handle it. As the conversation progressed, it became clear that the referral was going to be contingent on how much I paid him to refer the client. When I told him that I don’t do that sort of thing, the conversation ended.
Now, think about yourself as that client. You have a problem. Your lawyer knows of another lawyer who is best qualified to solve your problem. But, instead, your lawyer decides to refer you to whomever is going to pay him the most for the referral.
Is that lawyer zealously representing your interests?
John,
True. Fee splitting is unethical and not allowed by every state Bar. This is why my company charges a flat monthly marketing fee that does not vary based on referral volume. Our fees do not run afoul of any state Bar ethics requirements.
You wrote “…it’s pretty sad that lawyers engage in this sort of thing.” Are you referring to advertising and marketing? Referrals shouldn’t be allowed? Why is it that a plastic surgeon can buy referrals but an intellectual property attorney is forbidden? Seems like an archaic rule.
Fact is, lawyers advertise on Google/Yahoo/Bing/etc through their Pay-Per-Click system. Isn’t that fee splitting as the Bar defines it? No Bar has attempted to stop Google from accepting attorney advertising. Perhaps they should. That might just start the conversation about how unfair these rules are.
Should lawyers be allowed to advertise their services at all? TV and radio commercials? Billboards? Websites? A booth at a trade show? What about sponsoring your kids soccer team?
Where would it end? Don’t lawyers have the right to advertise just like any other service provider? It’s time the playing field was leveled.
“Don’t lawyers have the right to advertise just like any other service provider?”
No, they don’t. The rules are complex and vary from state to state, but it is well established that they do not have the right to advertise “just like any other service provider”.
The other of your string of questions can only be answered on a state-by-state basis. Whether the rules are archaic or should be changed is a separate issue from what the rules are.
“You wrote “…it’s pretty sad that lawyers engage in this sort of thing.” Are you referring to advertising and marketing?”
No, I am referring to advertising and marketing in violation of their local rules. I see it all of the time.
“A booth at a trade show?”
In a state in which they are not licensed?
Of course not a state in which they are not licensed. I assumed that was obvious.
Regarding my “question” about lawyers not having the right to advertise like other service providers; I was being facetious. I was merely pointing out that the standards that lawyers are held to are much higher than in any other profession.
And the standards are unfair.
Very interesting title and very informative content.
@Braden
I agree that the advertising rules for lawyers are archaic and for another time. It’s like the Olympics are only for amateurs.
I am a lawyer and I can tell you that the rules are rigorous. I had a friend get cited for donating a free lunch as a door prize. Really.
I think you are monetizing this business in the proper fashion – don’t be a lawyer.
This site looks better and I remember it was sold on dnj a few months ago.
The domain is great and the site looks good .They are climbing in search and No ads
Give it a better feel then the lead gen sites
Drunkdriving.com
Is that a domainer or a private company
@John.
DrunkDriving.com is owned by a domainer.
Brandon that site looks good I would think beside DUI.com it might be the best names as they are not 3 or 4 word domains that are availbe every day on the drops.
As a newbie I am interested to find out why you would build on such low end domains instead of getting a premium
Name like DUI or drunk driving seem like you do not understand the domain business
Just my 2cents i hope you will covet that tonight
@John.
Thanks for the chuckle.
Brandon
Here a chuckle
Domain Appraised Value
drunkdrivingdefense.com 390
duiexpungement.com 760
duicheckpoint.com 55
opencontainer.com 20
losangelesduiattorney.com 740
beverlyhillsduiattorney.com 5
bostonduilawyers.com 5
chicagoduilawyer.com 340
illinoisduiattorneys.com 60
missouridwilawyer.com 55
neworleansdwilawyers.com 0
northcarolinadwilawyers.com 10
oregondrunkdriving.com 10
pennsylvaniaduilawyer.com 85
Very Valuable portfolio
Highest pr is a 4 the rest are 2 or 0
So he can not build any his name are worthless
A small time hack
What a guest
@John – Your posts make you sound like a complete tool! You really have NO IDEA what you’re talking about! Anybody that knows Braden at all, knows that he’s killing it in the lead gen/direct ad space. Puts most domainers (and bigmouths like you!) to shame. It’s not the ‘appraised’ value of his network of names – IT’S HOW THEY’RE USED! DUH!
You really need to post/talk less – and LISTEN/READ/RESEARCH more! You MIGHT learn something!
Bob. Thanks for sticking up for me.
John. Automated appraisal services are notoriously inaccurate. I also singular/plural of some of the domains listed above and have sold them for 5-figures (along with 5-figure website build-outs, hosting, maintenance, etc).
BostonDUIlawyers.com is estimated at $5? I think the the top cpc is in the $35-$40 range.
DrunkDrivingDefense.com: $390? I paid 7 figures for this domain (and site) and it was a profitable purchase.
Don’t trust the automated appraisals.
As for me being a hack, I guess you’re a better judge than Mike Berkins and all the other domainers that commented on the post.
If you’re interested in, read today’s post on MorganLinton.com (http://morganlinton.com/dont-miss-domain-masters-tonight-at-7pm-est-with-special-guest-braden-pollock/#comments). I was interviewed this evening on WebmasterRadio. You might just learn something.
@John Stevens- The world is flat, The US economy is healthy and Braden’s domains are worthless. Tell me, do you have trouble breathing with your head stuck in the stand?
Guys
Just wait until you see the next updated list of .Co land rush auctions, if you don’t think Brandon Domain’s are worth a lot, these results will BLOW YOUR MIND.
Look for them later tonight or Tomorrow morning
@John Stevens- Or better said by Walter Cronkite- “One’s own confidence in the rectitude of his opinion is no substitute for facts that only research can produce.”
Great post, especially about the case.
I just met Bradon at DevCon after following him on Facebook for awhile. He’s quite impressive and one of a number of people I’ve met that are out there quietly doing their own thing and building empires.
Braden!
Truly an inspiring businessman. I wouldn’t even call him a ‘domainer’ at this point, since he’s more of an end user that ‘gets’ domains, and is SO far beyond what the average domainer even considers doing!