Adrianos did not initially plan to become a lawyer, but after finishing law school, he decided to start his own practice rather than work for someone else. He met a mentor who took him under his wing and encouraged him to take on a car accident case, which ended up being a turning point where Adrianos gained trial experience and won an $80,000 verdict. This experience convinced Adrianos that he could succeed as a personal injury attorney.

Adrianos decided to focus his practice on serving the Brazilian and Portuguese community in Los Angeles, as he saw a need that was not being met. His own family's experience immigrating to the US and facing challenges like language barriers and lack of support networks inspired him to help this underserved population. Adrianos works to build trust, provide education, and offer extra support services to his clients from this community.

Visit Law Offices of Adrianos Facchetti here: https://facchettilaw.com/.

See all episodes or subscribe to the Personal Injury Marketing Minute here: https://optimizemyfirm.com/podcasts/.

Transcript:

Lindsey:

Welcome to the personal injury marketing minute, where we quickly cover the hot topics in the legal marketing world.

I'm your host, Lindsey Busfield. Some of my favorite episodes are when we dive into the stories of professionals making a real impact in their communities.

Today's guest is doing just that, and in a way that is both personal and powerful. Adrianos Facchetti: is not your average personal injury attorney.

Based in Los Angeles, he's built a thriving practice by serving a very specific community, Brazilian and Portuguese immigrants. And the reason?

It's deeply rooted in his own story, which gives him a rare and authentic cultural connection to the people he now advocates for in court.

From overcoming language barriers to navigating the complex U.S. legal system. problem... Here He's made it his mission to protect and empower those who often feel overlooked or misunderstood.

Thank you so much for joining us today, Adrianos.

 

Adrianos Facchetti:

Glad to be here.

 

Lindsey:

Well, tell us a little bit about your origin story and how you got into law.

 

Adrianos Facchetti:

So it wasn't like I was always planning on being a lawyer. In fact, when I had gone to law school, was probably the, I met like one lawyer until that point.

But it was sort of a default position. I wasn't really sure what I wanted to do, and I wanted to sort of keep my options open.

Then when I finished law school, just because of my background, my dad had started his own businesses. My brother started his own businesses.

I think we were all just too stubborn to work for somebody else that would have made a horrible employee.

And so I knew I wanted to start my own thing. And so when I started out, I had no connections, nothing.

My parents had come from Brazil and Argentina. And so it wasn't like I had, you know, a silver spoon.

My mouth or any kind of connections. And then I figured out that I needed to get business, right? And so I had met a mentor about two years in, and I had no idea what I was doing.

And he said to me, look, I'm going to sort of take you under my wing. I'm going to teach you what to do.

I said, great. And we started doing kind of litigation. So real estate litigation, business litigation, whatever you can think of.

And then one day, he says to me, we're going to do a car accident case. And I said, I'm not sure I want to do that, George.

And he says, we are going to do it. So I said, okay, fine. So long story short, we're working on this case, and we were like the fourth attorneys in the case, so it's not a good case.

And he says the policy limits are $25,000 and the offer is $7,500. And I'm calculating that that's about 200 bucks in my pocket, which was like a million dollars for me.

I needed the money badly. said, yeah. He says, no, we're going to go to trial. So I said, as long as you do the entire trial, I'm totally fine with it.

He said, don't worry. He was like in his mid-70s. So we get to trial and all of a sudden, you know, it's not going well.

He's a little too old, a little too long in the tooth. And he turns to me and says, you know, I think trial is a young man's game, Adrianos.

I want you to start doing stuff in the trial. I said, George, I can't do it. He says, if you don't do it, I never want to see your face again.

And so I got thrown into the deep end. And so I did it. Same thing with the closing argument.

He has me do the closing argument. I do it as best as I can. And then after the closing argument, we're sitting in the hallway and the defense attorney turns to me and says, know, Adrianos, that was the best closing argument I've ever seen.

And I looked at him because I thought he was hitting on me or something. I could not believe that this was a real compliment.

And I said, okay. And then whatever. So we go in front of the jury and the jury reads the verdict.

And we got an $80,000 verdict. So my thought was, you know, maybe I can actually do this. And that's how I started.

And just little by little, just grinding, trying to get more business and trying to get a reputation in the personal injury community.

 

Lindsey:

Well, and that's fantastic. mean, and so many attorneys start out because their family is full of lawyers, and they've had this experience growing up, and like, it's just expected of them to go through this path.

So it's always refreshing to hear from somebody who didn't grow up dreaming of being an attorney or who didn't have those built in mentors in life.

And you don't necessarily need to know everything or be inundated with it, you know, when you're a kid, so long as you know who to ask.

And so having that mentor relationship was clearly, you know, fundamental in your success and to where you are now.

And so you're in Los Angeles, and which, as everybody knows, is a fiercely competitive market. But talk to us about how you have niched down your practice and a little bit about your cultural background and how that influences the cases that are naturally drawn to you now.

 

Adrianos Facchetti:

So growing up as a kid, I saw how difficult it was for my parents to sort of, you know, get used to the culture here, to make a living.

Obviously, they were from different countries, didn't speak the language initially, but they did a lot to sort of educate themselves and to sort of build this amazing life, which I'm really proud of them for doing that.

And, you know, a few years ago, unfortunately, three or four years ago, my mom had Alzheimer's and passed away.

And so I decided, how do I stay connected to the culture? Like, how do I – there's not a ton of Brazilians in California.

And so I thought, you know, maybe I can help the community. So I went around to all the different Brazilian lawyers and I said, who's the guy or gal who does personal injuries?

Right. They all looked at me and said, it's going to be you. And I said, that can't be true.

Either there's no market or there's just nobody doing it. So I started asking other attorneys and they kept on saying the same thing.

And so I said, you know what, maybe I should get into this market, see if I can help this community.

And I started doing that. And so once I got into the community, I realized how much of a need there was for somebody who actually spoke Portuguese.

I'm a dual citizen Brazilian. I was raised in L.A. But I started really focusing on that segment of the population.

And it's really paid dividends for me.

 

Lindsey:

That's fantastic. So how does this inform your marketing efforts?

 

Adrianos Facchetti:

So how do you get connected in the community? So a couple of different ways that I get connected with the community is, like I said, I've met other pillars of the Portuguese community, Brazilian community.

I've met with other attorneys, gotten to... Create wonderful relationships with them. And honestly, I would do it for free, just because it keeps me connected to the culture.

But it's sort of impacted how I do marketing in general, because I try to do marketing that's something that's fun for me.

I've learned that it's not fun, you're not going to do it. And even if you do do it, it's not going to work, people are going to see right through it.

So if I'm having a meeting like this one, my thought is, what's one interesting thing I can learn about the other person?

That's kind of how I look at things. And so getting back to the marketing. So what I do is, I get involved in Facebook communities, where people are asking questions, they have problems.

Every once in a while, I'll, you know, make comments on certain posts. It's not, I'm not selling anything. I'm just trying to be helpful.

And I'm also getting a pulse on what's important to them. Right? How do I get to sort of the mind of the person who I want to help?

And then eventually, like, you know, Every once in a while, once a week or so, I might do something that's more educational with a call to action at the end of the post.

And so a couple of those things, not a lot of work, maybe like half an hour a week in these Facebook groups.

It's just about identifying those groups and building relationships with the owners of those groups so that they're comfortable that you're a legitimate business owner that can actually help.

Because the real problem, Lindsey, is that there's a lot of, unfortunately, non-attorneys who give or try to give advice to these vulnerable populations.

And I've seen it so many times, especially for immigration law, where they will take advantage of people. And the sad part is, and I've talked to so many people, they've gotten in an auto accident, Brazilians, and they get a serious injury, like a back injury where they needed a surgery.