While there are always challenges that come with establishing a new firm, navigating client relationships and time management is harder for Kenney, who started his firm just over a year ago while simultaneously being in full-time employment with the Victorian government, a role which he still holds.

“For me, it’s having clear parameters about what time is Kenney Legal time [and] what time is family time. And obviously, there’s the other time, but the different hours in the weekends and stuff, that’s where I’ve really got to know if I know that I’ve got a couple of hours on a Saturday morning to do some work. I’ve got to be disciplined. But I’m also agile in that space as well if there’s something with the kids that needs to be done. Obviously, kids come first, family first, so it’s being really clear with that. It’s having good communications with my wife, who’s pretty much my business partner, having real clear communications with her about how things are going to be managed,” he explained.

“When it comes to the clients as well, with the time and the time management, it’s sort of been a bit of a selling point. So, what I’ve said to clients is, we can organise some time in a few weeks when I can take some time away from my other role. Or we can meet after hours, we can meet at 7:30pm on a Wednesday night. I don’t think I’ve had one client knock back that opportunity to work outside of normal hours because you’re doing them a service; they’re coming to you because they want something.

“And I found that being able to do things outside of those times is good for them; it works for them, and I think that helped. And I know for me, I don’t know whether I would have done this pre-COVID, but post-COVID knowing how agile people can be and knowing that I can be agile outside of those normal nine-to-five hours. It’s been a real benefit for my business anyway. And most, if not all of my business has been done in those hours. And it suits a client, and it suits me.”

Kenney navigates these conversations with clients with transparency about how much time he has – and he said that 99 per cent of the time, a time outside of traditional working hours has suited them.

“I’m also happy to go to them as well, because all of my business has been local. So, if it means jumping in the car for 10 minutes to go to somebody, I don’t mind doing that at all. And it suits [them] if they can know that they can sit at home and have the lawyer come to them. I think that a few years ago, I think that was pretty much unheard of, but that’s been a part of that marketing plan as well, to be able to provide that flexibility. So, I’ve really leaned on that a lot,” he added.

“One or two have said, ‘oh look, I can only do during business times,’ and that’s when I’ll have to organise a day away from my other role, and that’s fine. And I’ve got the flexibility in that other role to be able to do that. But I’ve rarely had to do that because most people are really happy to work in those times that are more suitable for them. And I thought it would probably end up being more weekends that people want to catch up and get the will signed or whatever it might be. But people have got their own busy lives on the weekend, so it’s worked out more.”

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Being available almost exclusively outside of business hours has allowed Kenney to set his firm apart from the pack and has given Kenney Legal a competitive edge.

“I’ve tried to really rely on that accessibility that when the phone rings, I pick up the phone, I answer it. When you send an email, I’m the one that emails you back. So, I’ve really tried to rely on that as well to help create that connection with the client straight away. And I’ve also tried to be competitive with my fee structure as well, where I haven’t sold myself short of the service that I provide because I’ve done this for a while and I am experienced, but also at a competitive price as well,” he said.

“I’ve actually spent a fair bit of time going to local community events, putting myself out there doing different things to try and get that local engagement. And one of the other parts that I’ve also tried, certainly with the client acquisition, has been social media, where I probably underestimated the value that that would bring, especially to a local service. I’m also local and will stay local to this area, so I’ve really been able to rely on that as well. I think that sort of sets me apart from some of those bigger firms as well.”

The transcript of this podcast episode was slightly edited for publishing purposes. To listen to the full conversation with Jarrod Kenney, click below: