Make Money Mondays: Uber or Lyft Your Clients

A few months ago, I pondered  the ethics of lawyers engaging car services like Uber  to transport potential or existing clients to their office or the courts. (You can bet that if there’s an “app for that,” there’s going to be 37 ethics rules for that as well). Back when I blogged about the ethics of using Uber to transport clients, Uber didn’t have a specific feature to allow firms to book rides for clients. But last week, Uber unveiled UberCentral – “a new app which enables business to book and pay for rides for their respective customers,” reports Fortune. Lyft offers a similar service called Concierge, which is aimed at providing seniors with a simpler way to get rides to non-emergency medical appointments by allowing others to summon the service on their behalf.

So why would a law firm consider using Uber or Lyft as part of its marketing plan? A couple of reasons:

• Five star service on a five dollar budget: One way that solos and smalls can set themselves apart from non-lawyer providers and mill practices is through five star service. And nothing says five-star like complimentary car service from a client’s home to your office or court. And while its true that routine use of Uber for every client and every office visit could quickly add up, if a $20 Uber fare can help secure a $5000 fee, then it’s a small price to pay. Plus, reliance on Uber or Lyft might obviate the need for other firm expenses such as a paid parking space or an office that’s in a costlier location for proximity to public transportation.

• Car service makes clients’ lives easier Paying for clients’ car service isn’t just a way to impress them (though it will have that impact); it’s also a tool to make their lives easier. It can be stressful for clients, already stressed by their personal situation to navigate to a lawyer’s office in a part of the town or state where they’ve never been. Car service certainly won’t solve your clients’ legal problems, but it will abate many of the by-products of those legal problems, like personal and financial stress.

• Uber and Lyft help access to justice Many lawyers – particularly those handling criminal defense, bankruptcy or family law – represent clients in lower income areas of cities that sadly, are underserved by the traditional taxi industry. By contrast, one study  showed that across lower income areas in Los Angeles, on average a service like UberX cost half the price of taxis and arrived in less than half the time. Granted, paying for Uber to transport clients who may lack the means to pay may not be the best idea, but a firm could team up with a  low bono incubator program  or traditional legal aid organization to sponsor ride sharing for their clients.  It’s a way to give back to the community – and perhaps generate a little “feel good” PR for your firm (nothing wrong with that.)

What do you think – are you ready to get your firm onboard with ride services for your clients?