Brokers and referring counsel are a path. They do not produce next quarter’s notices.
The lawyer who sent the last file is not sitting this one. The franchisee is already looking. Google for the buyer. LinkedIn for the lawyers who should not keep it. Not a letter to the system.
Brokers and a handful of franchise lawyers are how these files arrive until they are the ceiling. A termination, a territory squeeze, a marketing-fund fight, the operator is already in it. The paralegal’s memory is not. Writing to franchisees is the wrong program for this practice.
What is actually broken
The notice is the trigger. The franchisee and the multi-unit operator search when the fight is live. Adding another referring broker does not put you in that search, and mailing franchisees is the wrong ethics conversation.
How the campaign runs
Google ads for the buyer in the fight, single-unit on one theme; multi-unit on the other; not one generic “franchise lawyer” campaign. Keywords are always custom to the work you actually do. Brand bidding and competitor-brand bidding only when the strategy calls for it. Details: paid search.
Foundational work in parallel: the website, local directories, and general search appearance, so the click is a specialist, not a general commercial shop. A landing page may be included; a full website is quoted separately. Directories and bios: online profile development.
LinkedIn ads aimed at referring counsel: CLE and lunch-and-learns for franchise counsel who should not keep the file. Paid ads only. We do not offer LinkedIn message outreach (InMail, connection sequences, or DMs). That is a different channel, we do not run it, and it is not part of this program.
Ads produce inbound while the problem is live. Foundation is why the buyer or a referring lawyer trusts the firm enough to call. How this is scoped lives on the Visibility Program.
Why we're not generalists
Generalist marketing agencies will not take the time to understand how this practice actually wins work. The practice is too specialized, the file count is too small, and the work of understanding it bores them. They want large spend and a lot of traffic to a landing page. We will run a tight campaign for a shop that closes fewer files at a higher value. That is the point of this page.
Most agencies do not understand specialized industries well enough to advertise them honestly. We take the time to learn how the work is sold so the keywords and the page the click lands on match the work you actually take. A complex practice deserves that. A generic landing page does not.
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How fast this can run
We can get ads live in under a week. What usually slows that down is approval on your side: the keywords, the spend, the page the click lands on. Directories, bios, and a site a buyer will trust take longer to finish. The website and listings are why the person who clicks trusts you. It is not the same as going live on search.
Lawyer-to-lawyer, in select circumstances
Direct mail or similar correspondence to referring counsel can be part of the work in select circumstances. It is not a list of franchisees. It is not a list of brokers. It is not LinkedIn message outreach. Bar rules still vary; the firm confirms what it can run.
How this is billed
This is Visibility Program work, not the outbound program. You pay ad spend directly to the platforms (Google and, where we run it, LinkedIn). ROI Wire is billed on a retainer that scales with that spend. That is not a flat project fee, not a percentage of closed files, and not an outbound retainer.
A landing page may be included at no additional cost. A full website build is always quoted and billed separately. Foundational services (copywriting, CRM, multichannel sequences, web design) sit under this track as the credibility layer, not as a correspondence program.
Scope is on the Visibility Program. Search mechanics are on paid search. Surfaces are on online profile development.
What is not included
We do not build a list of franchisees. We do not write, mail, or phone operators who did not ask. We do not sit the termination or the FDD fight. Commercial and employment are different problem pages. Vendor recovery and government claims stay outbound. They are not this problem.
Program pages
Visibility Program
The full model: what you pay, what we bill, and who this actually fits.
Paid search
The mechanics behind the click: keywords, spend, and a retainer that scales with it.
Online profile development
What a buyer checks after the click and before the call: directories, bios, and reputation.
Industry counterpart: Franchise disputes.
A termination notice is not a referral lag.
Google for the franchisee. CLE and lunch-and-learns for referring counsel. Not outbound to operators.
Discuss Our Visibility Program