Podcast Summary: Personal Injury Mastermind – Episode 323: Small Markets, Massive Returns: Dominating the Midwest with AJ and Ryan Bruning

Introduction

In Episode 323 of Personal Injury Mastermind, host Chris Dreyer engages in an in-depth conversation with AJ and Ryan Bruning, the dynamic brothers behind the rapidly growing Bruning Law Firm. Based in St. Louis, the Bruning brothers have transformed their three-person startup into a Midwest powerhouse by leveraging data-driven marketing strategies, targeting underserved geographical areas, and implementing cutting-edge technology solutions. This episode delves into their journey, tactics for client acquisition, the role of technology in their operations, and their forward-thinking approach to law firm growth.

Transforming a Startup into a Market Dominator

AJ and Ryan Bruning share the origins of their firm, which was founded in 2016 following the departure of the St. Louis Rams. Motivated by personal passion and a strategic legal victory against the Rams, they reinvested their $24 million settlement entirely into marketing, setting the stage for explosive growth. AJ recounts, “We started the firm with our father, Tony, but he is now retired. So we, we run the show over here” (00:58).

Their approach combines rigorous data analysis with targeted marketing campaigns, allowing them to identify and capitalize on neglected markets in the Midwest. By shifting focus away from the saturated St. Louis market to smaller towns in Missouri and Illinois, they minimized competition and maximized lead generation.

Data-Driven Marketing and Lead Acquisition

A cornerstone of the Bruning brothers' success is their meticulous approach to marketing and lead acquisition. AJ explains, “We focused on building a Google AdWords campaign looking for lead gen services... keeping fuel on the fire until we started seeing the acquisition costs get up” (05:51). This strategy emphasized efficiency and ROI, ensuring that every marketing dollar was accounted for and optimized.

Ryan adds, “For us, with us being so data driven, even early on, every dollar we spent we had to know exactly where it was going” (08:55). This intense focus on data allowed them to continuously refine their marketing efforts, prioritize high-return channels, and maintain sustainable growth.

Leveraging Technology: Custom CRM and AI Integration

The Bruning brothers took a unique path by developing a custom Salesforce-based CRM system tailored to their firm’s specific needs. AJ details the process: “I was basically a trial attorney by day, and then I'd come home at nighttime and teach myself Salesforce till 3 o'clock in the morning” (10:48). This dedication resulted in a highly customizable and efficient system that streamlined their operations and enhanced their ability to make data-driven decisions.

Moreover, they emphasize the integration of AI into their workflow. AJ advises, “If I was starting out right now, honestly, I would spend all my time learning AI and how I could utilize that to my advantage” (13:23). By adopting AI tools like ChatGPT and Google's Gemini, they’ve significantly boosted productivity and operational efficiency, enabling their team to focus more on client service and strategic growth.

Practice Types and Diversification

Initially focusing on high-stakes fire cases inherited from their father, AJ and Ryan strategically diversified into auto injury cases, which offered a more consistent and scalable source of clients. Ryan explains, “The auto stuff, especially for AJ and I who are so data driven into process, it's the perfect kind of case because they all have the same factors generally” (20:44).

This diversification not only stabilized their case intake but also positioned them to handle a larger volume of cases without compromising on quality. Additionally, they’ve begun exploring areas like workers' compensation and mass torts to further broaden their practice and mitigate risks associated with market fluctuations.

The Rams Lawsuit: A Catalyst for Growth

A pivotal moment in the Bruning brothers' journey was their lawsuit against the Rams over personal seat licenses (PSLs). AJ recounts, “We litigated the case for three years... they paid $24 million, which was the exact amount of the nine years left on the PSLs, plus they paid our attorneys fees and costs” (29:34). This not only provided significant capital for reinvestment but also served as powerful PR, establishing their firm as a formidable player in the legal landscape.

Ryan adds, “We decided to pour all the money we made back into marketing and try to build the practice on it” (29:34). This strategic reinvestment fueled their aggressive marketing campaigns, laying the groundwork for their expansive growth across the Midwest.

Implementing the Entrepreneurial Operating System (EOS)

To maintain operational excellence amidst rapid growth, AJ and Ryan adopted the Entrepreneurial Operating System (EOS), inspired by Mike Morris’s book Fireproof. Ryan explains, “We self implemented... started running the meetings every week and really just got in the flow of it, knocking out issues, figuring out what the problems were” (25:20).

This framework helped them establish a robust organizational structure, ensuring that every aspect of their firm was aligned with their growth objectives. AJ emphasizes the importance of leadership roles, stating, “You need somebody who's the visionary, you need somebody who's the integrator” (25:20). This division of responsibilities allowed them to focus on strategic growth while maintaining smooth day-to-day operations.

Future Outlook and Strategic Advice

Looking ahead, AJ and Ryan offer valuable insights for personal injury attorneys aiming to thrive in a competitive landscape:

1. Data Cleanliness and Organization: AJ advises, “You need to make sure your data is super clean, super organized” (30:28). Clean data is essential for effective AI utilization and informed decision-making.

2. Workflow Integration with AI: Understanding and adapting workflows to incorporate AI can streamline processes and enhance productivity. AJ suggests, “Understand where your workflow lives and develop a plan to make sure that your workflow is going to be able to work with AI” (30:28).

3. Employee Engagement with Technology: Ryan highlights the importance of involving employees in technological advancements, “you got to give that productivity tool to them and allow them to use their creativity to be more productive” (18:16).

Additionally, Ryan discusses their innovative approach to performance measurement by developing a WAR (Wins Above Replacement) algorithm tailored for their attorneys. This metric helps in assessing productivity and ensuring that each team member contributes effectively to the firm’s success.

Conclusion

AJ and Ryan Bruning’s journey with the Bruning Law Firm exemplifies how strategic marketing, technological integration, and operational excellence can transform a small law practice into a regional leader. Their commitment to data-driven decisions, innovative use of AI, and unwavering focus on growth have positioned them as a benchmark for personal injury attorneys aspiring to dominate their markets. As Chris Dreyer aptly summarizes, “No matter how crowded your market seems, there's always room for a new player with the right approach. The brothers didn't try to outspin the Giants. They outsmarted them.”

For personal injury attorneys looking to emulate their success, the Bruning brothers offer a blueprint: embrace technology, stay nimble, focus on underserved markets, and continuously optimize your operations. By following their example, law firms can navigate the competitive landscape and achieve sustained growth.

Notable Quotes

• Chris Dreyer: “I think you guys run one of the best operationally sound practices. Sales is buttoned up. Marketing's buttoned up.” (00:07)

• Ryan Bruning: “Every dollar we spent we had to know exactly where it was going.” (08:55)

• AJ Bruning: “Make sure it's not siloed. You need to make sure that it's complete and organized.” (30:28)

• Ryan Bruning: “We're trying to get everybody down to one number. We're looking at a WAR algorithm for our attorneys.” (33:22)

Timestamp Guide

• 00:00 – Introduction to AJ and Ryan Bruning
• 00:58 – Founding and Growth of Bruning Law Firm
• 05:51 – Marketing Strategies and Lead Acquisition
• 10:48 – Developing a Custom CRM with Salesforce
• 20:44 – Diversifying Practice Types
• 29:34 – The Rams Lawsuit and Its Impact
• 25:20 – Implementing EOS for Operational Excellence
• 30:28 – Future Outlook and Strategic Advice
• 33:22 – Final Thoughts and Performance Metrics

Personal Injury Mastermind continues to be an invaluable resource for personal injury attorneys seeking actionable strategies to elevate their practices. By learning from the successes and insights of industry leaders like AJ and Ryan Bruning, listeners can adopt proven tactics to achieve their own milestones in the competitive legal landscape.