Towers & Associates
Commercial real estate practice serving developers, investors, and REITs with sophisticated transaction and litigation capabilities.
Overview
Towers & Associates handles complex commercial transactions, development projects, and real estate litigation for institutional investors, developers, and REITs throughout Colorado and the Mountain West region.
The Challenge
Commercial real estate law was becoming commoditized. Clients viewed attorneys as interchangeable document processors, shopping primarily on price. Towers had sophisticated capabilities - handling $100M+ transactions and complex litigation - but their generic website didn't communicate that differentiation. They were losing deals to both cheaper and more prestigious competitors.
Our Approach
We positioned Towers as specialists, not generalists. The new site showcases representative transactions with deal values and complexity indicators. Industry specialization pages target specific client types - multifamily developers, industrial investors, retail landlords. Thought leadership content on Colorado market trends establishes expertise. Attorney profiles highlight transaction experience, not just credentials.
The Results
The repositioning worked. Deal volume increased 65% as the firm attracted more sophisticated clients. Average transaction value increased by $2.4M as they moved upmarket. Referrals from other attorneys increased 45% - colleagues now understood Towers' specialized capabilities. The firm has become the go-to for complex Denver commercial deals.
Key Takeaways
- 1Showcasing transaction complexity differentiates from commodity competitors
- 2Industry-specific pages attract clients seeking specialized expertise
- 3Thought leadership establishes authority in specific market segments
- 4Deal size and complexity indicators attract appropriately sophisticated clients
“We're no longer competing on price. Clients see us as specialists worth paying for. The website made that possible.”
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