The Injured Worker’s Lawyer – Eric Farber of Pacific Workers’ Compensation

Eric Farber, CEO of Pacific Workers' Compensation

Eric Farber, the CEO of Pacific Workers’ Compensation, grew his company’s revenue from $542,000 in 2014 to $2.6 million in 2017, a 380% increase, and to just under $4 million in 2018.  

Pacific Workers’ Compensation providers worker’s compensation legal services to injured workers.  

In this interview with Eversprint‘s Malcolm Lui, Eric shares how he and his team accelerated their high value sales by:  

  • Instilling a culture that increases employee retention, job satisfaction, and the quality of service to clients.  
  • Outsourcing their marketing to agencies that specialized in legal firms.  
  • Keeping in touch with past clients to generate referrals.  

Computer generated transcript - Pacific Workers' Compensation Interview (transcribed by Sonix)

Download the "Computer generated transcript - Pacific Workers' Compensation Interview" audio file directly from here. It was automatically transcribed by below:

Malcolm Lui: Welcome to the High Value Sales Show of I'm Malcolm Lui, the Managing Member of Eversprint, and today we're speaking with Eric Farber, the CEO of Pacific Workers' Compensation, a provider of worker's compensation legal services to injured workers. Welcome to the call Eric.

Eric Farber: Oh Thanks Malcolm. Glad to be here.

Malcolm Lui: Eric, you grew your company's revenue from $542,000 in 2014 to $2.6 million in 2017, a 380% increase, and in 2018 you hit just under $4 million. Before we talk about how you grew your company so fast, can you briefly share what your company does beyond my quick intro, and how your company differs from the competition?

Eric Farber: Sure. Well it's it's interesting to hear those numbers read back to you because you don't think about it too often right. You just sort of keep going. So we are a workers compensation law firm representing injured workers in northern California. We started out representing professional athletes in their workers compensation cases and then opened up. We we knew we had a pretty good thing and opened up to the average person from our community that the people that make up our community firefighters police officers construction workers health care workers restaurant workers office workers et cetera. And then those are the people that make up the fabric of our community as I say

Malcolm Lui: And how do you differ from the other law firms that also provide workers compensation services to injured workers.

Eric Farber: Well it's an interesting question because I I know that we've got competition. We've got plenty of it. And and they're solid. I don't look at my competition all that much. I look at the company that I'm trying to create and maybe that's a different differentiator. But I'd like to think that we we are the industry leader in customer service and that we do a lot of things that the others probably aren't willing to do. The other thing that I think is probably our biggest differentiator is just how focused I have been over the last couple of years on the development of our people and trying to create a really great culture. And that's not something that you hear about much in a law firm law firm. Cultures are generally focused on the lawyers. I'm trying to focus on the people that keep us going every day

Malcolm Lui: Geeky and I agree with you who those people are

Eric Farber: Oh the people that answer our phones the people who will help us help make the copies who send the mail out who are the front line dealing with the clients our case managers our assistant case managers our intake department almost everybody in our company that now run the company started out in those types of in those types of frontline jobs and we concentrate on our development as professionals and as people within our industry and develop them into you know our director of operations started out as our first assistant case manager our director of intake started out answering the phones reception our case management director started out as an assistant case manager that put the point being that not only do I prefer to hire from within and promote from within. It's kind of an ethos of our of our company. We almost never look to the outside

Malcolm Lui: All right. Got it. Now would

Eric Farber: So

Malcolm Lui: You say

Eric Farber: I believe people are you know

Malcolm Lui: I got going after you. You're about to say something

Eric Farber: Well I just think that the company culture is is intensely important and and you know humans are capable of unbelievable things. And when you take people in who. In who maybe are just looking for a legal assistant job a nine to five hour and then they start to realize the things that they're capable of so much beyond that. You really start to see incredible growth. And I I think our company is is a better place because we focus on that

Malcolm Lui: Right now. Would you say this is that the people at the company culture is your number one driver of your growth over the past four years when you took your business from five hundred forty two thousand in 2014 to just under four million in 2018

Eric Farber: Yes.

Malcolm Lui: Okay.

Eric Farber: Yeah there's no question in my mind. And not everybody buys into it and not everybody is perfect at it. Not you know like and some people don't like you know the the the culture because we demand a lot but in short yes our culture is responsible for our growth

Malcolm Lui: How would you describe your culture in say in an elevator pitch. What would you be your culture. Elevator Pitch

Eric Farber: Our culture is we have a we have a culture of personal and professional development that we're constantly trying to make everybody the best version of themselves. We have a set of company principles and values that we all live by and that we all try to create a culture of safety a welcoming culture and a culture of excellence and constant learning for everybody

Malcolm Lui: Right. And how does that help you win more business

Eric Farber: You know honestly I'm not sure that it's it's helped us quote unquote win more business. I think it's helped reduce our turnover and it is it has helped on that front line. The people are during the intakes the people who are happy are people therapy people who believe in our company and believe in our product or service

Malcolm Lui: Right. Okay

Eric Farber: And so it translates to the people on the other end of the phone who are thinking about using us

Malcolm Lui: Yeah definitely people want to work with other people who are happy you were doing what they're doing.

Eric Farber: Yeah absolutely. So I've thought about that a lot because you know it's company cultures are you know that people see it on the outside they do it certainly leaks through. We don't put it out there As the driving force to get new clients.

Malcolm Lui: Right. But it does help you find clients who are similar I imagine like minded who like what they hear and see.

Eric Farber: Yeah I mean absolutely.

Malcolm Lui: So let's say no

Eric Farber: Yeah

Malcolm Lui: One called

Eric Farber: And

Malcolm Lui: You then

Eric Farber: They hear it and they see it through well trained empathetic caring individuals. Yeah.

Malcolm Lui: I mean people always like working and interacting people who are more similar to them then different. So it's a big plus. What would you say were the number two number

Eric Farber: Absolutely.

Malcolm Lui: Three drivers

Eric Farber: Absolutely.

Malcolm Lui: Of

Eric Farber: There's no question.

Malcolm Lui: Yeah what would you say were your number two and number three drivers of your growth.

Eric Farber: I think we have good marketing. And we've partnered with some some really good companies that have helped us drive growth and are going to put it in a different way. You know Peter Drucker says outsource anything that you aren't good at. And so we we focused on the things that we're good at and outsource the things that are not our core competencies. And so you know we could have sat there and tried to figure out you know Google and advertising and at web marketing but rather than doing that we in a very in a very pseudo scientific way. I tried to find the best company that markets for law firms and I went to them.

Malcolm Lui: Okay.

Eric Farber: And so you know you can't you can't drive growth without without the proper sales. And also you know delivering. And I would say you know these are interchangeable but delivering really great service means that people are going to recommend you do their friends and their family. And we quickly grew our word of mouth. You know clients you know just keeps increasing and increasing and that's a that's again a function of you know a well-trained happy employees are delivering great service. So people tell their friends

Malcolm Lui: So would you say the third driver then was the word of mouth referrals that you're getting

Eric Farber: Yeah. Again you know and and 2 and 3 you know marketing and and that you know providing industry leading service. Those are kind of interchangeable I can't point to one more than the other

Malcolm Lui: Right. Okay can you elaborate a little bit more about your good marketing. You can share what the outside marketing firm is doing for you in particular

Eric Farber: Well I think they're really good on you know creating the type of message that we want to put out to the community and and translating they understand the psychology and marketing and you know in a I don't know if you're a fan of Seth Godin but I certainly am and trying to you know create the fact that we are very similar to our own clients you know and that we really do care about our clients and we're empathetic to their situation and workers comp in California from the standpoint of an injured worker is a kind of a nightmarish hellish thing to have to go through and we really do work very very hard to provide this as what I call industry leading service to our clients and our marketing company has a really good way of being able to translate that. What we do into our marketing and I think that attracts people

Malcolm Lui: Deal what channels they're using to spread the word spread the message

Eric Farber: Mainly it's mainly it's Google you

Malcolm Lui: Ok

Eric Farber: Know and we do a lot of internal marketing as well as social media and community events. You know that that supplement that

Malcolm Lui: Ok so you say mainly google him out a search results. Are you talking about running ads on Google's platform as well

Eric Farber: Both both.

Malcolm Lui: As

Eric Farber: Yeah

Malcolm Lui: A

Eric Farber: I'm a believer that paper collect is much more important than SEO

Malcolm Lui: Right. Actually I would agree with you as well. That has another conversation that we can have along with. So

Eric Farber: Right.

Malcolm Lui: Have you found

Eric Farber: Yeah.

Malcolm Lui: One particular marketing channel to be much more attractive from our perspective than others. Excluding referrals of course

Eric Farber: Well that's what I was gonna say. Referrals that are best are way out there right. That means you're doing a great job. And those and those don't really cost you cost you you know it really is you know are you found on Google. And you know and then for any company and anybody who might be listening to this if you don't back up the promises you make in your marketing you might as well close shop. Now

Malcolm Lui: Right. Can you share what the promises that you're making your marketing that you're backing up

Eric Farber: Well we've got a lot of promises but the you know the basic promises you know you're you're testing my you know my memory on a on a Monday morning. But the essence or go to the core of it that we are going to provide industry level customer service that we're in return phone calls that went to work harder than any other firm out there And that we're going to put their interests above ours and that we're going to communicate and be transparent

Malcolm Lui: Right.

Eric Farber: And those are the basic you know those the basic marketing promises that we make as lawyers to our clients and and you know everybody in our firm whether that's you know the person may you know making copies that people are making sure that you know documents are coded properly in our system to you know to the lawyers and everybody is required to to be a part of that and to deliver on those promises. And the day we stop delivering on those promises the best we know how and nothing's ever perfect but the best we know how and constantly trying to get better at it is the day we might as well you know notify the landlord that we're closing shop.

Malcolm Lui: Right now you talk about you talk a little bit about the word of mouth referrals are you proactively seeking them out. Are you talking to your past clients and asking for referrals

Eric Farber: I don't know that we're talking to our past clients other than keeping in touch with them via you know VM marketing channels but certainly certainly continuing to connect with them you know sending them cards on their birthdays sending them you know sending them things or making sure that they recognize that we're still there And but you know as I tell my employees we tell our team members it's when you do a great job for somebody simply step please. When when that client says they look we're looking for other great clients just like you if you you know please please let us know. Please refer. Please refer your friends and family

Malcolm Lui: Right. Have you give any stats on how often that generates a referral for you

Eric Farber: We run about 15 to 20 percent referral

Malcolm Lui: Nice and the rest are just coming from your marketing. And your partners

Eric Farber: Yes. Correct.

Malcolm Lui: Right. Okay.

Eric Farber: Yeah.

Malcolm Lui: Now do you

Eric Farber: No

Malcolm Lui: Have

Eric Farber: No they are not from the partners. Oh you mean our our vendor partners are a lot are our partners and our lawyers are

Malcolm Lui: Nice many your marketing partners that you refer to early on in our conversation.

Eric Farber: Correct. Yes.

Malcolm Lui: Right. Okay. My marketing partners are

Eric Farber: Yes

Malcolm Lui: Just referring to the marketing agency that's running your marketing or do you have other sorts of marketing partners where you know maybe you're working with hospitals for example at the and maybe there's a connection there perhaps is that

Eric Farber: No

Malcolm Lui: The kind of marketing

Eric Farber: You can't.

Malcolm Lui: Partner

Eric Farber: Yeah you can't really do that. We do. Yeah. No we can't really do that in in LA in the same way as other as other fields. But we do get referrals from doctors. Quite often we get referrals from you know from from other law firms that don't do our type of service. Things like that.

Malcolm Lui: Like

Eric Farber: There are other places. Yeah

Malcolm Lui: Okay

Eric Farber: But

Malcolm Lui: Got it.

Eric Farber: Yeah

Malcolm Lui: Now before you mentioned you started doing workers comp for athletes in any side to go to the everyday people in the fabric of the community. So before I dive into that a little bit. So for your revenue growth of 5 to forty thousand two on 14 to just under four million in 2018. Did it already just straight up legal fees or do you get a percentage of the claim as part of your revenue.

Eric Farber: Well I think that's the same thing. I think you're asking is stuff our workers compensation that's all it is at least in California it is all contingency.

Malcolm Lui: Okay. So that brings me to the next question I have. You mentioned before how you started doing work with athletes who were injured and then you start going to

Eric Farber: Yeah

Malcolm Lui: The more of the mass market more of the everyday people who are out there working now Why deviate away from athletes because I would imagine the contingent claims the awards over again to athletes would be much much larger. Right because of the potential size of their loss income that they would endure from the injury so what's the thinking behind the change in the market that you were that you were targeting.

Eric Farber: Ok so I'm going to explain a little bit about about that. So for about 20 years prior to doing all this I actually represented athletes and entertainers and their legal wife represented the two bucks. Of course they represented you know I don't know how many dozens if not hundreds of professional athletes and they're legal within their during their playing careers. And like a lot of people got hit pretty hard during the crash most of that was hourly work. And So somebody had come to me and said Hey are you interested in looking at doing these workers court cases for professional athletes. Who did. And because my history in the sports business and I liked the idea of contingency practice you know a man much smarter than myself once said if you're if you're being a lawyer by the hour then you're losing money. And so I like the idea of a contingency practice. I was also working a tremendous amount. I was traveling probably 200 days a year. I was just you know I was available 24/7 365. And and really I was looking for a change of lifestyle. It had really taken a tremendous toll on my body. And I had a terrible back problems. And actually when I was in Buffalo New York working on behalf of a client in a lawsuit I ruptured a disk in my back and ended up in the hospital for emergency surgery in Buffalo New York and was there in a rehab center for about three weeks after that. And I said OK it's probably time to start changing what I'm doing. So we we started taking on the professional athlete cases and I found that it still required that constant contact with the clients for myself.

Eric Farber: And that's not a way to grow a business. And I really wanted to grow workers compensation business there's plenty of very very qualified lawyers and paralegals et cetera in the workers comp business. But yet when you represent sort of higher profile people people who are are used to something a little different or or somehow feel entitled to something a little bit different. They're constantly still calling your cell phone. And I didn't want that anymore. I wanted to sort of enjoy my life and in the second stage of my career. And so part of that was we also saw just how tough it was to do these workers compensation cases on behalf of the athletes and I kept thinking to myself you know if they're having this much trouble. What's the average Joe you know what. What's the trouble the average Joe has. And so I really started thinking about it in terms of community. I wanted to be more involved in my community. And and frankly we had very few cases over the years that actually I did cases in northern California. Most my cases were in Los Angeles and other places. So doing this in Northern California was really something that appealed to me. And that was. And so that was a big driver of it. And to be in one place and then I really saw I could grow a business and that was going to help a lot of people a lot more than we were going to help breathing as a you know as a as a legal adviser to athletes. JAMES

Malcolm Lui: Right. Got it okay. Make sense. Can you share with me what your 2019 plans are to grow your business further.

Eric Farber: Well as we're talking right now I'm actually sitting in a building conference room of our new suite that's just being built out and it's going to open next week and in another area and we're hoping to get to location three and four this year and we want to double the number of people that are working for us at Double the number of cases that we have.

Malcolm Lui: Now when you say you're opening new locations are they still in the same area for the most part. Are they going much further out than where your office as a base currently.

Eric Farber: They're not too far. We're yeah they're not too far from where we are right now. We're in Concord California which is just near Walnut Creek about 25 minutes from our from our head location in Oakland. And then we'll we'll start looking a little bit further out. I'm a big believer in the get it right close by and then you can look it further and further areas. So we're not too far away. So I'm almost equal distance where I live from the two locations this new one is it is just a little bit further but that allows me to get a car in the morning and drive to the concrete location fairly easily rather than driving somewhere else. And I learned that from a restaurant chain that I was involved with and a few years ago that you know our far away locations were doing very badly were close locations were doing fine because he can't manage very well it's not going very well. You know if it's a plane ride away

Malcolm Lui: Right. And yet so are you also finding that your clients did you have a proximity preference as well.

Eric Farber: We are already signing up you know representing a lot of people who live in this particular area. So it made sense that this was going to be our next location.

Malcolm Lui: Ok. But if someone had a worker's comp injury they'd be OK. If they had to. If there's a good fit with a law firm that might be in our hours drive away. Where do you finding that they prefer someone as much closer in general

Eric Farber: I'm not sure that there's been a big difference. They they generally want people who are close by but there are areas of California you know that that that have a dearth of of workers comp lawyers. And so we do get calls. Unfortunately there aren't areas that sometimes we can't really help them because it's it's so remote that there aren't the workers comp doctors to help them. And that and that it's just as makes sense for us it is the state legislature and the insurance commission et cetera workers comp is a very political field of law and they have done as many things as they can to make it difficult for injured workers to get good representation. So there's a lot of people got of the worker's compensation business you know 10 10 to 12 years ago and they're a little bit longer because they changed the other Arnold Schwarzenegger they changed the law for the worse they reduced fees cetera. So it's it's I think it's a long winded way of answering your question but sometimes they're coming in our way sometimes or not

Malcolm Lui: Right. Just because it's not a lot of options for the people who are injured really. All right.

Eric Farber: Correct.

Malcolm Lui: So so

Eric Farber: Yeah.

Malcolm Lui: You can do a double your business is what you share with VW headcount w a business. Is that pretty much how it works is pretty linear.

Eric Farber: Yeah.

Malcolm Lui: So what are your biggest challenges

Eric Farber: Well

Malcolm Lui: Then.

Eric Farber: It is for me I guess I like to know I'm a I'm a big fan of Southwest Airlines. You know here's our business plan. It's on a cocktail napkin. You know I like I like simple and maybe it's my simple brain but simple is good. You

Malcolm Lui: Yes

Eric Farber: Know

Malcolm Lui: Definitely

Eric Farber: It's a simple business business plan provide great service you know market

Malcolm Lui: So you're planning opening branches three and four this year as well.

Eric Farber: We would like to it just you know it's very hard to hire in the Bay Area. It's probably our biggest challenge is hiring good people especially when you're in place that as you know 2.5 percent unemployment and overpaid people because you know they're not actually revenue companies so they're just spending money spending money that they borrowed from somebody else

Malcolm Lui: Right. So what are you doing to try

Eric Farber: Yeah.

Malcolm Lui: To overcome the challenge of hiring people so that you can grow

Eric Farber: Well very honestly I mean I think that that's you know we tried to create a really great culture. That's where it kind of came from where it

Malcolm Lui: Nick

Eric Farber: Was. We're going to promise them something that's that that is better. We're going to create a great environment to be they can see they're selling themselves for grass and grow over the next 10 years. And we're not going to be a company that's going to be out of business you know because the tech companies I think you came tech originally. Malcolm

Malcolm Lui: I

Eric Farber: You

Malcolm Lui: Did

Eric Farber: Know you know this nine out of 10 of a free web companies are born with them in a couple of years

Malcolm Lui: Yes.

Eric Farber: And then they just jump and jump. We're not trying to create that place. We're trying to create a long term place for people

Malcolm Lui: Now the people you're hiring you're finding difficult to hire. This is across the board. It's not just the lawyers but it's it's all your front office people back office people everyone you're saying it's tough to hire

Eric Farber: Exactly. Yeah

Malcolm Lui: Like

Eric Farber: Absolutely.

Malcolm Lui: Every

Eric Farber: It's the toughest thing that we deal with every day.

Malcolm Lui: And how do you go about hiring people that are using recruiters to help you with this process or are you just going the job at route. Job

Eric Farber: No

Malcolm Lui: Ad.

Eric Farber: Yeah pretty much the job ad route and as well you know we and I and our current employees you know do they have friends family that that they want to join us

Malcolm Lui: Eric how have the candidates found through the job ad worked out for you. Are you finding that a large number of them are a great fit and you're able to hire them quite quickly or are you finding that a large number of them are not a great fit. You have to kind of continue the ads and wait for a good candidate to come through

Eric Farber: Honestly. We hire a lot from that. And you know it's just a numbers game. So I think there are good people that come through. We've hired 20 of them. And there's lots of not so good people that come through. We have a type of plan. And I think the high schools and community colleges and colleges universities would benefit tremendously by teaching people how to apply for jobs and conduct themselves in interviews and conduct themselves as professionals through their career no matter what level the job is. I mean we've met some people who've come in that is that you think you know won't last won't last through a training period that are still there after three years and we've met some people who we thought were spectacular who didn't get it at all and we're gone in one two weeks.

Malcolm Lui: Eastern. At least they found out quickly that it wasn't a good fit within two weeks rather than flounder for a year.

Eric Farber: Yes exactly. And as you get bigger it's easier to hide right it's easier to hide in an organization that is larger than it is an organization that smaller. But that's why we demand it's part of our company principles to really be transparent that it's not okay to hide or to hide your failings to hide the things that you do wrong because we're trying to get better at so you know as as Simon Sinek as two people show up to work every day. The person that that is happy and knows what they're doing and the person that's hiding their failings. The key to a successful relationship with your employees is to get them to understand that they're in a safe place that they get to make mistakes.

Malcolm Lui: Right. Yeah I can totally see that. Definitely. So do you find that most of the people that you hired do turn out to work out quite well.

Eric Farber: I think the majority yes I will say does a majority work out very well. And but we you know it takes a long time to put together a large team. And so I think we could have hired all the great people that you know that we needed from the beginning we'd be twice as big as we are now but that is you know hiring training and assimilating them into the culture is that are the three things that we that especially 2019 is very much about that

Malcolm Lui: Right. So it's really just a quantity of people coming through your ads. That's really the hindrance here more than anything else.

Eric Farber: Yeah. And as I say you're not a real company until you can train 20 people at the same time for the same job

Malcolm Lui: Yeah. Because I would also show that you have systems and processes in place that work any other big challenges that you need to overcome to double your business in a year.

Eric Farber: There's lots of them. You know and I tack each one every day. And but I'm also a big believer that yes you've got lots of things to fix but don't constantly try to fix and overlook opportunities. Go after the opportunities then fix a lot of the problems sort of work themselves out. That doesn't mean to ignore your business. You know if you're working as they say you know those who are worried don't have to. And those who aren't worried should

Malcolm Lui: Yeah. Yes. The 80 20 rule can be applied so often in these cases. Right.

Eric Farber: Absolutely make sure that 80 percent of it is great. Then keep going after the opportunities

Malcolm Lui: Yeah. And even the things that you're worried about right. Good chance that a percent of anything can be deferred or possibly ignored right. It's the 20 percent that really matter

Eric Farber: Absolutely

Malcolm Lui: That you really do address.

Eric Farber: I was just going to say you know it's. As a business owner and we've had this explosive growth over the last four and a half years you know and the problems that come off this business owner in those first you know that seem insurmountable are just really telling your brain for you know for four 4 Three years later for a year later where they happen and you just sort of say oh yeah we've dealt with that before and everything was OK and you know the more challenges that you you hit we're just going to Kalish your brain a little bit more and allows you to move forward

Malcolm Lui: Yeah definitely. But hear someone said that what was it. What doesn't kill you only makes you stronger.

Eric Farber: Yeah I mean that's that's very much you know like I think a lot of people and I have become a very different CEO over the last four and a half years I think I've learned through a meditation practice more than anything else I think. And taking care of myself better you know making sure that I get to the gym every day I write I put good nutrients in my body every day that that you can be more relaxed and less emotional when you hit these challenges and you know and when you do that you see that you know that the building isn't burning down every time there's a problem.

Malcolm Lui: Oh yeah. Yeah. I took that lesson away when I went with a former Army Special Forces guy. Right. He was in combat saw things. And then he has on business now and he mentioned to me the problems he sees in business. You know he never gets upset at and never gets wound up because in the bigger scheme of things relative to what he's experienced they were relatively small. Right. Not not insurmountable.

Eric Farber: Yeah. Yeah and I read you know I probably would. I'm sorry go ahead.

Malcolm Lui: No no go ahead. You had a thought. No let me stop you.

Eric Farber: Okay. Well yeah I mean in the last four and a half years I'm trying to learn how to run a business because I was very much a lawyer before that even though I ran a business law isn't necessarily a business. I probably read 50 or 100 books in the last in the last four and a half years maybe more than that and some of the best ones come from the military guys just in the middle of David Goggins book right now can't hurt me. And you know that's. And you know I read Jacko as well Jocko willing spoke not too long ago the Special Forces guy. And that's exactly it. I mean you know have extreme ownership keep your emotions under control and and teach that to the other people as they get into the higher you know higher levels in your company and even in the lower levels in your company remain calm they're talking to a girl talking to a difficult client on the phone. Remain calm you know that don't get emotional about it. And and just do your best to sort it out when you when you when your emotions get in front of you you're not thinking like

Malcolm Lui: And the problem doesn't get solved.

Eric Farber: Absolutely no the problem just sort of sits there right. And then you then you got four people wasting their time talking about the problem rather than sorting it out.

Malcolm Lui: Yeah definitely. So three final questions for you. Say you had a billboard

Eric Farber: Yeah.

Malcolm Lui: Out on the freeways out there what is it 880 AM NOT SURE of ADT is really a good example because it gets backed up there but say hey I want to ADT if have 80

Eric Farber: Well

Malcolm Lui: Track

Eric Farber: That's where you want to Billboard words back down.

Malcolm Lui: That's true. Now I know our question is

Eric Farber: Yeah.

Malcolm Lui: Say you only had six seconds for someone to read a billboard because they're driving by at 70 miles per hour. What would be your billboard message

Eric Farber: You know very Tim for various of you so I've thought about this quite a bit and I usually have one that I know that I know you want it from my company or you want to be personally because

Malcolm Lui: For

Eric Farber: I've

Malcolm Lui: Your

Eric Farber: Had

Malcolm Lui: Company

Eric Farber: The billboard the 50 foot billboard for the company

Malcolm Lui: Ok. What is your billboard for your company

Eric Farber: Well I was just it was basically Pacific workers right.

Malcolm Lui: Okay.

Eric Farber: The injured to work. But yeah we had the billboard right in front of the Coliseum. So which was great. It was a time when I said well we we've we've gotten somewhere right. We started out with a couple of cases and a couple of people and now we've got the largest billboard on one of the largest billboards in the Bay Area. For me personally I mean I think there's a lot of different things that that I could have on that billboard and I will I'm going to give you two days which is keep smiling and keep going keep grinding

Malcolm Lui: Can you share.

Eric Farber: Yeah. So

Malcolm Lui: You can hear some details about your 50 foot billboard in front of the Coliseum. Are you able to track any sort of RSI from that billboard and it's a prime location

Eric Farber: Well you know that's

Malcolm Lui: That

Eric Farber: An interesting thing. So what. Oh yeah absolutely prime spot. So we you know billboards and traditional media are less. It's harder to track. Right. So for people are trying to market. I mean you know you have a mask on the phone. You know when clients come in you know where do you hear about us. And they say Google. But it's really about a 360 marketing right. So you have to have the billboard. You have to have the TV ads you have to have a radio. You have to have the community events you have to have these various things. And what we see is specific to your question. We have very good tracking software within our within our Web site. And we can see the volume the daily even hourly volume of people going to our site when we were initially putting up the billboards we would see a spike right for the time that the billboard was up which is good because you want to convert when people go onto your site from the other side is a a it's it's easy marketing to do it you know to do a TV ad and put it out there it's the easy marketing to call up the billboard company design an ad throw it up there they might the hard marketing is the you know very specific community oriented community oriented you know finding the people that are truly your you know in your tribe but you are able to track it if you track your your site. The unfortunate part is is people will see this stuff around the 360 marketing then they go to your Web site or they Google you and and and you know look you up and pick up phone and so when when somebody asked them how to find us they generally say Google

Malcolm Lui: All

Eric Farber: Then if

Malcolm Lui: Right

Eric Farber: You drill down a bit maybe they say oh yes. And I saw your TV ad. So it's a little bit harder to track but I do think all of those things are important. I do think the center of people's marketing these days has to center around around Google. There's just no two ways about it.

Malcolm Lui: Yep yep. We often advise our clients as well when you do your marketing. You can do all these individual eggs quite effectively by themselves. Right. You can do your search engine optimization your paper click ads e-mail marketing Facebook LinkedIn whatnot. But if you could tie it all in together and have a integrated message that people are seeing that same message everywhere not just online but offline then

Eric Farber: Yes

Malcolm Lui: The you know all the channels leverage off each other and you get so much better results. A two last question

Eric Farber: Yeah

Malcolm Lui: For you.

Eric Farber: Yeah

Malcolm Lui: Who.

Eric Farber: Absolutely.

Malcolm Lui: Who are your ideal clients and what's the best way for them to reach you and your team.

Eric Farber: Aren't ideal clients are the injured workers of our community. I mean the you know the firefighters the police officers they get you know the construction workers the restaurant workers. If you're working your our client right. And that's it's a very broad base. We're very we're very close with the firefighters of Oakland and the surrounding areas. So we do a lot of firefighter cases but we also do a lot of health care cases nurses on health care etc. and and then just and a lot of construction cases a lot of construction accident cases. We are also probably the leading law firm in California on workplace violence. So unfortunately a lot of people injured at work due to customer and co-worker violence

Malcolm Lui: You don't hear too much about

Eric Farber: And

Malcolm Lui: That

Eric Farber: How did they find us. No you don't hear enough about it. Right. And in today's world it's very important. You know we it's I think companies need to do more to try to protect their their their staff. I mean you hear about workplace violence more flash shooting incidences all the time. And it's very and it's very difficult to protect against you know the lone shooter. Right. And how do people find us Pacific workers dot com. And is is the easy place you know is the easy place. I think it's if your listeners are trying to trying to find who we are

Malcolm Lui: Ok. Fantastic. Do you want to share your phone number as well.

Eric Farber: It's a 3 3 pack work PCCW are K

Malcolm Lui: All right. That's a good one. Thanks for joining us today Eric and sharing how you accelerated your company's high value sales

Eric Farber: Thank you thank you

Malcolm Lui: This

Eric Farber: Very much. Really appreciate it. Really appreciate the discussion.

Malcolm Lui: We've been speaking with Eric Farber, the CEO of Pacific Workers' Compensation, about his company's rapid growth. For interviews with other fast growing, high value sales companies, or to learn how we can accelerate your firm's high value sales through automation, visit

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