In a recent episode of the Pareto Legal Podcast, Jeff Miller, founding partner at Miller, Corey & Roe, LLP, shared his journey from Wall Street aspirations to creating a highly successful boutique personal injury law firm in Phoenix. His firm’s emphasis on taking on fewer, higher-value cases rather than pursuing volume-based growth offers valuable insights for attorneys interested in building a specialized, sustainable practice that prioritizes quality over quantity. This approach not only sets Miller, Corey & Roe apart from traditional personal injury firms but also serves as a blueprint for those looking to create a more selective, client-focused firm.
From Defense to Plaintiff’s Work: A Strategic Transition
Jeff Miller’s legal career began in insurance defense, where he gained valuable trial experience. During this phase, Miller honed his litigation skills, but he also realized that he wasn’t fulfilled working on the defense side. His transition to plaintiff’s work came when he joined Rauch, McCracken Guerrero in 1997, marking the beginning of his exclusive focus on helping injured clients rather than defending large corporations. This shift was pivotal in shaping his legal philosophy, where he found true satisfaction in advocating for individuals who needed support the most.
In 2010, after years of refining his skills and understanding of plaintiff’s law, Jeff founded his own firm, Miller, Corey & Roe, with a clear vision: to create a boutique practice that focused on handling fewer, higher-value cases. Unlike traditional firms that grew by increasing their caseloads and expanding staff, Jeff’s firm would prioritize expertise, service quality, and client satisfaction. This strategic transition from defense work to a plaintiff-focused practice allowed Jeff and his team to carve out a niche in Phoenix, a competitive legal market, and establish themselves as a go-to firm for high-value cases.
The Power of Specialization and Case Selection
One of the most striking features of Miller, Corey & Roe’s approach is their deliberate focus on handling fewer, higher-value cases. The firm maintains a caseload of just 10-15 cases per attorney, a stark contrast to firms that handle hundreds of cases simultaneously. This allows the attorneys at Miller, Corey & Roe to give intensive attention to each matter, ensuring the best possible outcome for their clients. By limiting the number of cases, the firm ensures that every client receives a level of care and focus that might not be possible at a larger, high-volume firm.
In discussing their approach to case selection, Jeff emphasized that while many plaintiff firms attempt to grow by simply increasing their caseloads, maintaining quality becomes increasingly difficult as the firm grows. Rather than pursuing a volume-based model, Miller, Corey & Roe chose to focus on high-value cases, particularly in areas like elder abuse and medical malpractice. These types of cases require deep expertise and a higher level of client care. By narrowing their focus to these specialized areas, the firm ensures they are delivering quality results while developing expertise in these specific fields of law.
As the firm grew, Jeff shared that they refined their case selection criteria to become even more selective. Initially, the firm accepted a broader range of cases, but over time they realized that focusing on specific types of cases was the key to building their reputation and achieving the best results. This strategic shift allowed them to dedicate their resources to cases that aligned with their expertise, ultimately fostering a stronger reputation in their niche areas of practice.
Building a Strong Referral Network
A significant portion of Miller, Corey & Roe’s success can be attributed to their robust referral network. About 50% of the firm’s cases come through referrals, often from defense lawyers who have seen firsthand the firm’s commitment to excellence in handling complex cases. However, this referral network didn’t develop overnight. Building relationships with other lawyers, particularly those working in volume-based firms, was a slow but intentional process. Initially, referral sources were hesitant about the firm’s selective approach, but over time, the strong results Miller, Corey & Roe achieved with the cases they took on helped build trust and validate their case selection process.
The firm’s reputation has been enhanced not only through the quality of their legal work but also through proactive engagement with the legal community. Jeff and his team participate in seminars and industry events, which help them stay connected with other professionals and maintain visibility in the market. Additionally, Jeff teaches at the University of Arizona Medical School, sharing his knowledge of medical malpractice with future generations of lawyers and professionals. These efforts have contributed to the firm’s success in establishing itself as a reliable, highly skilled firm for complex, high-value cases.
Another key element of their referral strategy is maintaining strong relationships with attorneys specializing in high-volume practices. These attorneys often refer complex, high-value cases to Miller, Corey & Roe when they are unable to handle them. By building these connections and providing exceptional service, Jeff and his team have created a steady stream of referrals, which has played a significant role in the firm’s growth.
Quality Over Quantity in Marketing
Miller, Corey & Roe’s marketing strategy mirrors their selective case approach. Rather than pursuing a broad, high-volume marketing campaign aimed at attracting as many leads as possible, the firm focuses on attracting quality leads that align with their areas of expertise. Jeff’s marketing efforts are specifically tailored to reach clients who need the specialized services his firm offers, such as elder abuse and medical malpractice cases.
A key component of their marketing success has been their focus on search engine optimization (SEO). By tailoring their website and online content to specifically target their ideal client base, the firm has been able to increase visibility among the right audience without relying on generic, mass-market advertising tactics. This targeted approach ensures that the firm attracts leads who are genuinely interested in their specialized services, rather than dealing with a flood of less-qualified inquiries.
Additionally, Jeff stressed the importance of avoiding the temptation to use traditional marketing methods that aim to attract a high volume of cases. In the early stages of the firm’s development, they briefly experimented with these methods but quickly realized that they were incompatible with the firm’s focus on quality and specialization. Since then, they have committed to a more targeted marketing approach, ensuring they remain true to their core values.
The Challenge of Maintaining Focus
Although focusing on fewer, higher-value cases has been a successful strategy for Miller, Corey & Roe, it hasn’t been without challenges. One of the biggest hurdles Jeff shared was resisting the temptation to take on more volume-based cases. Early in the firm’s existence, they briefly experimented with increasing their caseloads, but this quickly proved counterproductive. It wasn’t long before they recognized that the firm’s unique value proposition lay in its focus on high-quality, complex cases. Straying from this model would have jeopardized the very elements that made the firm successful.
This challenge highlights an important lesson for attorneys considering a similar path: the temptation to grow quickly by increasing case volume is strong, but it’s crucial to remain committed to the practice model that best serves both the firm and its clients. Staying focused on high-quality, specialized cases allows firms to maintain a high level of service while building a strong reputation in their chosen areas of law.
Building Trust Through Results
A critical aspect of the firm’s success has been their ability to build trust with referral partners through results. When Jeff first implemented the firm’s selective case approach, some referring attorneys were skeptical about whether it would lead to success. However, as the firm continued to deliver strong results and secure favorable settlements for clients, these concerns dissipated, and the firm’s reputation grew.
Miller, Corey & Roe also maintains strong relationships with referring attorneys by sharing the results of the cases they refer. Jeff shared that the firm is committed to sending larger settlement checks to referring attorneys, which not only reinforces the value of their relationships but also provides a tangible demonstration of the firm’s effectiveness. This transparency and commitment to keeping referring attorneys informed has been key to building lasting, mutually beneficial partnerships.
Operational Excellence and Team Structure
To maintain their high service quality, Miller, Corey & Roe has invested in operational excellence. One key aspect of their structure is having a dedicated intake manager who understands the firm’s case acceptance criteria. This ensures that all potential cases are properly screened and evaluated before being accepted, allowing the firm to focus on high-value cases.
Additionally, the firm’s attorneys remain personally involved in the client intake process, ensuring that the firm’s commitment to high-quality service is evident from the very first interaction. This level of personal attention not only ensures that clients feel supported and cared for but also helps maintain the firm’s high standards of service.
Looking Forward: Advice for Growing Firms
For attorneys interested in adopting a similar approach to building a boutique practice, Jeff’s advice is clear: maintain focus on quality over quantity, build strong referral networks, and be willing to say no to cases that don’t fit the firm’s mission. Success in personal injury law comes not from handling the most cases but from handling the right cases exceptionally well. By focusing on selective case acceptance and maintaining high service quality, Miller, Corey & Roe has built a sustainable, highly respected practice that delivers exceptional results.
