Rural communities pride themselves on their independent spirit and the idea that an individual or a community can accomplish anything if they just set their mind to it. This is the land of do-it-yourself; there are few things these folks won’t or haven’t done be it a simple matter (say rebuilding a tractor’s motor) or the more complex (building a home). Sure, they’ll hire a “pro” to handle the tricky bits, but out here the term “pro” can mean “someone with more tools than you” or “someone who’s done it at least once” – it does not, necessarily, mean “someone with actual training, skill and expertise”.
This do-it-yourself spirit also extends to things like sewer and water – things generally considered basic infrastructure items in metropolitan areas. Given the lack of population density, private sewer and water systems are far more cost-effective than their public utility equivalents; when the distance between homes is measured in terms of miles (or fractions of miles) and not feet or yards, it is hard to recoup the cost needed to install and maintain a public water system. And, for the most part, private systems work well and once installed are reliable and simple to maintain – that is until they stop working and you realize that getting water out of the ground is a bit more complex than simply turning a tap.
One of the advantages of being in solo practice is that it’s fairly easy to get your boss’s OK to stay home and deal with the crisis du jour. One of the advantages of being a rural solo is that your clients understand when you call them at 7:00 AM to tell them you can’t meet with them that day because your well pump is out and you are hand-watering your livestock. The big disadvantage is that once you’ve cleared your calendar, you now have to (a) actually see to your livestock one bucket at a time, and (b) fix your well pump – if you are lucky the problem is electrical, above ground and easy to fix (provided you remember to turn the circuit breaker off first), if not, then there’s a couple of hundred feet of slimy, wet pipe that needs to be pulled out of the ground and it’s time to call in a pro.
Besides putting a kink in your morning ablutions, this rural fascination with DIY can put a kink in a rural law practice. It is the rare rural client who’ll see a lawyer at the first sign of a legal problem (cherish these people for they make your life simpler), most will either put things off until the last moment or try to handle things themselves. While these DIY’ers can have significant impact on your bottom line (inevitably, it costs far more to fix a problem than prevent one), they represent a far more valuable marketing opportunity and can become some of your biggest fans. When the DIY’er reaches the call-the-pro stage, they are (a) looking to resolve a very immediate problem and (b) are at a very teachable moment – if you can find a satisfactory, cost-effective solution and show them in a non-judgmental way (a) how much more cost-effective this solution would have been if… or (b) how many more options would have been available if … these do it at the last-minute consumers can be transformed into loyal call-at-the-first-sign clients — plus, pulling someone’s butt out of the fire (it may be a small fire to you, but it’s a big fire to them) is always good for positive word-of-mouth advertising.
Now, it’s time to get back to watering the critters.