Transplant
Strategically
TRANSITIONING FROM ONE
LEGAL MARKET TO ANOTHER
by Rachel Bowe
© ISTOCKPHOTO.COM/FRANKRAMSPOTT
A
36 NWLawyer |
JUL/AUG 2015
s business in Washington
booms, people are moving
to this state in droves for
the opportunities that await.
The highway traffic alone
is evidence of the bursting
economy. Of course, the folks
moving here are not alone. They are accompanied
by their spouses, significant others, and families,
which further fuels the undeniable growth spurt in
the Pacific Northwest. Personally, I joined the rush
late last year after Amazon recruited my significant
other. We packed up our apar tment in Minneapolis,
Minnesota, sold the cross-countr y skis, and happily
made the trek to Seattle, eagerly exchanging the
frigid, arctic temperatures and flat terrain of Minnesota for the mild, if not a bit rainy, climate of the
Puget Sound and scenic views of Mount Rainier.
As a lawyer with roots firmly planted in Minnesota, to say that I was nervous to begin anew in an
unfamiliar legal market is a complete understatement.
My friends and family were in the Midwest. My pro-
fessional, academic, and social networks
were in the Midwest. And the few clients
I had mustered were in the Midwest.
How would I ever start over? Client de­
velopment was my primary concern, but
I equally worried about becoming ac­
quainted with and earning the respect of
the innumerable, capable attorneys with
whom I would inevitably work.
So, like a good law yer, I prepared.
I had heard about this notion of the
“Seattle Freeze,” which suggests that
breaking into the Seattle community
can be challenging for transplants. As
a Minnesota native quite familiar with
a similar notion, “Minnesota Nice,” I
knew I had my work cut out for me, so
I got to work the moment we decided to
move. I reached out to my own contacts,
asked my friends and colleagues for
personal introductions to their Wash­
ington contacts, connected with those
individuals on the telephone, email,
and social media before we moved, and
followed up with each and every one
of those connections after we moved.
It was and continues to be an arduous
effort, but I have seen my professional
and personal network grow exponen­
tially here because of it. So, to those of
you lawyers who are new to the state
of Washington, or to the law graduates
embarking on their legal careers in an­
other jurisdiction, I offer the following
tips to you as you make this exciting
transition in your career.
BEGIN BY
ESTABLISHING YOUR
VISIBILITY. BAR
ORGANIZATIONS
PROVIDE COUNTLESS
OPPORTUNITIES
TO MEET FELLOW
PRACTITIONERS.
It’s a small world, after all
— take advantage of it
We often comment about what a small
world it is when we stumble upon the
coincidental, personal connections we
share with those we know or have just
met. Indeed, social media platforms
like LinkedIn and Facebook make the
theory of six degrees of separation
seem more like a theory of two degrees.
Rather than simply remark about the
surprising coincidence, take advantage
of those potential connections. Take
time before the big move to let people
know you are relocating and eager to
build your network in your new city.
Whether at the office or at a social
function, remember to ask your cowork­
ers, professional colleagues, friends, and
family whether they have any connec­
tions to your new city and if they would
kindly make an introduction on your
behalf. After you move, continue to le­
verage your social media connections to
request introductions to individuals you
want to meet or organizations you hope
to penetrate. After the introduction,
follow up with a friendly note or phone
call to further develop the connection.
Continue to develop those relationships
after you settle into your new market
because those relationships will inevita­
bly spawn new connections and, before
you know it, you will find yourself in an
interconnected web of personal friend­
ships and professional connections that
will serve as the foundation of this next
phase of your career.
Do your research
When starting over in a new legal mar­
ket, you will most certainly benefit by
understanding the composition and
market competitors in your practice
area in the new market. For instance, if
you are a private practitioner, research
the leading law firms in your practice
area, their sizes, and the scope of ser­
vices provided. This is also an excel­
lent way to identify the leaders in your
practice area. Washington Law & Politics
and NWLawyer are excellent sources of
information. In addition, familiarizing
yourself with the major industries and
business trends in your new market will
provide a valuable foundation when con­
versing with new acquaintances during
networking events and when developing
a strategic marketing plan for yourself.
The Puget Sound Business Journal, Se­
attle Magazine, Seattle Metropolitan,
and local newspapers should be among
your go-to sources of information on the
Washington business community.
Network and market
yourself strategically
It goes without saying that lawyers
must develop networks in both the
business and legal communities to be
successful. Providing exceptional cli­
ent service and satisfying the needs of
our internal colleagues, not to mention
tending to our personal obligations,
leave us with limited time to devote to
marketing our skill sets, however. So
ever y effor t must count.
Begin by establishing your visibility.
Bar organizations provide countless
opportunities to meet fellow practitio­
ners. Rather than limit your networking
efforts to the comfort of your own prac­
tice area, push yourself to network with
attorneys who concentrate in practice
areas that complement your own prac­
tice. Beyond the bar, join one or two
trade organizations that appropriately
suit your knowledge and skill set.
Do not just mingle and mix, howev­
er. Make an effort to establish yourself
as a valuable addition to the bar and
business community. Seek a leadership
position. Volunteer for presentation op­
portunities or offer to write a substan­
tive article about a current and relevant
topic to your practice area.
Develop a marketing
strategy
Finally, develop a marketing strategy
for your first year in the new market.
Set specific goals for yourself (e.g.,
lunch with one prospective client each
week, one speaking engagement ever y
three months, write two ar ticles for
NWLawyer per year). Transcribe your
marketing strategy and track your mar­
keting activities to hold yourself ac­
countable to achieving your goals.
T
ransplanting yourself from one
legal market to the next is chal­
lenging. Plan for it, be strategic,
and be diligent. I happily report that I
recently accepted a terrific opportu­
nity with Lane Powell PC after meeting
and working closely with an esteemed
Lane Powell practitioner on a confer­
ence planning committee. I have also
had the pleasure of making several new
potential client contacts through my
marketing efforts in the local business
community. Networking and prepara­
tion pays off. NWL
Rachel
Bowe is an
attorney at
Lane Pow­
ell, where
she dedi­
cates her
practice to
management-side employment counsel­
ing and litigation. She loves the
Pacific Northwest, does not miss
Minnesota winters, and welcomes
the chance to connect with her
fellow transplant (and local)
lawyers. She can be reached at
bower@lanepowell.com.
JUL/AUG 2015
| NWLawyer 37