In a recent episode of the Pareto Legal Podcast, Tommy Adler, managing partner at Adler, Markoff & Associates, shared valuable insights from his 21-year legal career. As the head of his firm’s criminal defense division, Tommy discussed how his Oklahoma-based practice successfully balances both criminal defense and personal injury cases while maintaining high standards of client service and operational excellence.
From Public Defender to Managing Partner
Tommy’s journey into law began at the University of Oklahoma. Initially hesitant to follow in his father’s legal footsteps, he eventually discovered his passion for the profession. After graduating in 2003, he spent three years as a public defender in Oklahoma County before joining what would become Adler, Markoff & Associates. Starting from the ground up, he built the firm’s criminal defense practice into a thriving division, now supported by three full-time lawyers and a dedicated paralegal.
Differentiating a Multi-Practice Firm
Managing both criminal defense and personal injury requires a balance of competence and authenticity. Tommy emphasizes that rather than trying to be everything to everyone, the firm focuses on delivering exceptional results in its chosen practice areas. This approach has paid off—most of their business now comes from attorney referrals and past client recommendations, a significant shift from their early reliance on phone book advertising.
The Power of Google Reviews in Modern Legal Marketing
Tommy highlights the critical role of online reputation in today’s digital landscape. “The greatest gift a person can give their lawyer these days is a five-star Google review,” he notes. With potential clients making major decisions based on internet research, maintaining a strong online presence is essential for law firms.
Unlike firms that rely solely on automated systems, Tommy prefers a personal approach to securing reviews. Direct attorney-client interaction, particularly after a successful case resolution, has proven to be five times more effective than automated email campaigns or cold calls.
Data-Driven Operations for Growth
To ensure efficiency and effectiveness, Adler, Markoff & Associates employs sophisticated tracking systems to monitor marketing performance and case management. The firm utilizes dedicated phone numbers for different advertising channels, tracks conversion rates, analyzes lead sources, and regularly validates marketing data through client intake surveys. This data-driven strategy helps them make informed decisions about resource allocation and marketing investments.
Client Relationship Management Beyond Case Completion
Tommy believes that client relationships shouldn’t end once a case is resolved. His firm stays connected with past clients through digital newsletters, social media engagement, personal birthday cards, regular case updates, and maintaining accessibility via text and email. These ongoing touchpoints help strengthen client loyalty and encourage referrals.
Content Marketing Strategy: Results Matter
The firm’s marketing strategy revolves around its tagline, “Results Matter.” Their content creation efforts focus on showcasing successful case outcomes, client testimonials, educational resources, and firm achievements. By prioritizing trust-building content, they reinforce their reputation and attract potential clients.
Growth Philosophy: “Slow to Grow, But Unafraid to Grow”
Looking ahead, Tommy maintains a deliberate and measured approach to expansion. While the firm continues to thrive, he prioritizes quality over rapid scaling. The focus remains on delivering consistent results, maintaining high service standards, carefully selecting new team members, preserving the firm’s reputation, and strengthening referral networks.
Final Thoughts
Tommy Adler’s success story demonstrates how combining traditional legal expertise with modern marketing strategies can create a thriving law firm. His emphasis on authenticity, personal relationships, and data-driven decision-making offers valuable lessons for firms looking to grow while maintaining high service standards. The ability to successfully manage both criminal defense and personal injury practices while upholding excellence serves as an inspiring blueprint for legal professionals considering practice area expansion.
