Tom's Trek: Managing Financial Pressure While Building 2 Locations

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In this episode, I sit down with Tom Hartin as he shares his April 2025 results - nine months into building his Long Island family law practice from scratch. This month reveals both the highs and lows of practice development, as Tom experiences his highest revenue month yet ($13,000) while facing concerning drops in lead generation and client acquisition.

Tom opens up about the emotional reality of entrepreneurship, sharing his disappointment with April's performance despite doing "everything right."

Strategic Challenges Tom is Navigating:

The Revenue Recognition Reality
Tom illustrates the family law cash flow challenge - April's $13,000 revenue reflects client work from 3-4 months prior, while his single April signup won't generate significant revenue until late summer. This delayed recognition makes growth planning particularly challenging for new practitioners.

Two-Location Strategy Under Pressure
Nine months in, Tom is operating offices in both Massapequa (performing well, ranked #1 in map pack within 2 months) and Melville (struggling at #13 for "divorce lawyer" after 3 months). The Melville location represents a higher-competition market near major highways but has generated only one call and one client since February.

Marketing Investment vs. Results Tension
Despite investing $3,500 monthly with Rocket Clicks for three months, Tom's call volume has actually decreased compared to late 2024. He's wrestling with whether to maintain faith in the long-term SEO strategy or pivot approaches, especially given his financial runway constraints.

The Emotional Toll of Solo Practice Growth
Tom candidly discusses the psychological impact of slower-than-expected growth, comparing his journey to other success stories and questioning his timeline projections. As the sole income earner supporting a family of four in an expensive Long Island market, the pressure is mounting.

Operational Realities of Vacation and Trial Work
The episode covers Tom's first vacation as a solo practitioner (managing just 2 calls during Disney week) and his preparation for two May trials, including his second custody trial. He demonstrates the constant juggling act between business development and client service delivery.

Five Critical Insights for Family Law Practice Builders:

1 - The 9-Month Reality Check
Tom's honest assessment that he's "one-third of where I hoped to be" at nine months reinforces the importance of conservative growth projections and adequate financial runway when starting a family law practice.

2 - Multi-Location Strategy Complexity
Learn why opening in a less competitive market (Massapequa) can deliver faster map ranking results than targeting high-traffic, competitive areas (Melville), and how to balance long-term positioning with short-term cash flow needs.

3 - Review Generation Systems That Work
Discover Tom's approach to building 50 five-star Google reviews in nine months by systematically requesting reviews at case conclusion and strategically directing clients to newer office locations.

4 - Cash Flow Management During Growth Investment
See how Tom manages the tension between investing $6,800 monthly in growth (marketing + offices) while generating $6,300 net profit, and the emotional impact of this narrow margin on family financial security.

5 - Performance Tracking Beyond Revenue
Tom demonstrates sophisticated lead tracking (total calls vs. qualified leads vs. consultations vs. signups) that reveals conversion bottlenecks and helps predict future revenue months in advance.

Whether you're planning to start your own family law firm or currently struggling with growth challenges, this real-world case study demonstrates both the emotional resilience required and the systematic approach needed to build sustainable practice growth.

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Website: https://jsterlinghughes.com/
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❗️DISCLAIMER❗️ Not legal advice. I AM NOT YOUR LAWYER. All content is informational only. Consult your attorney for specific issues. No attorney-client relationship is formed. Non-licensed clips used for fair use commentary, criticism, and education. See Hosseinzadeh v. Klein (S.D.N.Y. 2017); Equals Three v. Jukin Media (C.D. Cal. 2015).