As much as it might be easy for any number of lawyers to dismiss sites like Groupon or other “deal of the day” opportunities as déclassé, these sites—and the offers they contain—pose some grand potential for lawyers in need of a boost in their client roster. It seems to me to be a very viable way to get in front of prospective clients quickly. Like any Internet match-up service, of course, it can be easy to get a date and a bit harder to seal the deal. There can be a lot of duds. A match might not be perfect; but it might provide a mutually beneficial short-term relationship that can satisfy both partners. Or magic might happen , the client might be wonderful, the case might give you an opportunity to shine, and you may change the course of someone’s life—for the better.
Having used Groupon and similar sites, as a consumer, for personal matters—and having been pleased with the outcome—I was enthused when the American Bar Association Standing Committee on Ethics and Professional Responsibility issued Formal Opinion 465 Lawyers’ Use of Deal-of-the-Day Marketing Programs (Oct. 21, 2013) and gave the go-ahead to lawyers interested in building their businesses by making use of Groupon-like services—of course, within professional bounds and ethical rules.