In this episode of the Pareto Legal Podcast, we sat down with Tommy Adler, managing partner at Adler, Markoff & Associates, to discuss how his Oklahoma-based firm successfully balances two complex practice areas: criminal defense and personal injury. With over two decades in practice, Tommy has built a thriving legal division rooted in results, relationships, and reputation, offering a blueprint for firms looking to diversify their offerings without diluting quality.

Educational Marketing & Content Strategy

At the heart of Adler, Markoff & Associates’ content strategy is a simple but powerful phrase: “Results Matter.”

Rather than generic marketing fluff, the firm focuses on:

  • Showcasing client testimonials and favorable outcomes
  • Publishing educational content tailored to client concerns
  • Sharing firm milestones and attorney wins on digital channels

This trust-building strategy not only reinforces credibility but also drives organic referrals, especially among past clients and referring attorneys. For multi-practice firms, it’s a smart play: leverage real results to build authority in both personal injury and criminal defense.

Positioning & Differentiation

Managing two practice areas under one roof isn’t easy, but Tommy’s approach is clear: don’t try to be everything to everyone.

Instead, the firm differentiates by:

  • Staying narrowly focused within each practice (e.g., criminal defense and serious injury cases)
    Maintaining dedicated teams for each vertical
  • Delivering personalized client experiences, not assembly-line legal work

This clarity of purpose has helped Adler, Markoff & Associates shift from outdated tactics like phone book ads to becoming a referral-first firm, powered by trust and word-of-mouth.

Positioning tip:

If you run a multi-practice firm, make sure each area of your business has clear boundaries, focused messaging, and purpose-built teams.

Client Intake & Conversion Approach

Tommy’s firm has adopted a data-driven intake system, tracking:

  • Marketing source attribution through unique phone numbers
  • Conversion rates by campaign
  • Lead source validation via client intake surveys

Rather than guessing what’s working, they quantify every channel, then reallocate budget based on performance. This kind of disciplined intake tracking allows the firm to spend smarter and avoid waste, something many PI and criminal defense firms struggle with.

In addition, the firm ensures intake doesn’t stop at the front desk:

  • Attorneys follow up personally with high-potential leads
  • Case updates and communications are delivered via text, email, and phone
  • The team actively engages past clients even after cases are closed

Digital Marketing Tactics

When it comes to digital, Google reviews are king, and Tommy knows it.

Rather than relying on automation, the firm takes a hands-on approach to reviews:

  • Attorneys personally ask satisfied clients for 5-star feedback
  • Timing matters, requests happen right after a strong result
  • They avoid “cold” outreach and focus on genuine, relationship-based asks

The result? Higher conversion rates, stronger online visibility, and a more credible public presence.

This human-first strategy is 5x more effective than automated review requests, according to Tommy.

Relationship Building & Retention

Tommy believes client relationships shouldn’t end at case closure. His firm stays connected through:

  • Digital newsletters
  • Birthday cards and personalized messages
  • Ongoing accessibility via text and email
  • Social media engagement that reinforces trust and familiarity

This post-case engagement drives repeat business and referrals, especially in criminal defense where clients often need help for friends, family, or second offenses.

By nurturing these relationships, Adler, Markoff & Associates has created a self-sustaining referral ecosystem, reducing reliance on paid marketing over time.

Metrics & Feedback Loops

The firm’s growth is supported by disciplined operational tracking:

  • Dedicated phone lines for each marketing channel
  • Case origination audits during intake
  • Monthly reviews of conversion and ROI metrics

This data-first mindset ensures the firm grows intentionally, not reactively. It also informs hiring, marketing, and budgeting decisions, critical for multi-practice firms trying to balance two distinct client journeys.

Final Takeaways

Tommy Adler’s story is a masterclass in how to build a multi-practice law firm without losing focus.

Key lessons from Adler, Markoff & Associates:

  • Anchor your marketing in real results and testimonials
  • Treat Google reviews as a strategic asset, not an afterthought
  • Use data to guide your intake and marketing investments
  • Stay connected with clients after the case ends
  • Grow slowly, but fearlessly, prioritizing team fit and client service

Thinking about expanding into a new practice area?
Pareto Legal helps growth-minded firms modernize their intake, sharpen their marketing, and scale with purpose. Let’s talk.