"Stick with it and don’t give up" with Arete Eleni Friedman
Arete Eleni Friedman has over 20 years of legal experience, including mass tort and environmental litigation, insurance coverage, project management, settlement negotiation, mediation, and dispute resolution. She founded Renovation Legal to help homeowners navigate their home improvement journeys from start-to-finish. Renovation Legal provides custom contracts, legal coaching, support, and process improvement strategies. Arete Friedman is licensed to practice law in NY and CT.
· Can you tell our readers about your background?
I’m an attorney who has worked at large law firms and for companies. I’ve handled environmental class actions, high profile litigated insurance claims, insurance coverage actions, real estate transactions, and intellectual property matters. My passion is restoring old homes and renovating newer homes that need a little help. I purchased and renovated my first home fifteen years ago. Since then, I’ve restored old homes and renovated investment properties across the country. I’m not handy, so I carefully research my projects and hire contractors to do the work. I founded Renovation Legal because I wanted to use my legal skills and hands-on experience with construction processes to help people avoid renovation disasters.
· What inspired you to start your business?
I saw the need for proactive guidance for homeowners undertaking renovations. Imagine overseeing a team of trained professionals tasked with a complex project but you have no training, no idea what the process is, or how to actualize the goal. In addition, you have time, money, and peace of mind invested in the project’s success. This describes the typical dynamics of most home improvement projects. Materials, design, electric, plumbing, demolition – these are just a few areas in which the typical homeowner lacks expertise. It’s a recipe for disaster. And when things go wrong, the homeowner spends more money – whether on attorneys or to redo work. Why not try to improve the process, identify issues, and find solutions before things get out of hand? Renovating can be a positive experience.
· Where is your business based?
I live in Connecticut, but Renovation Legal is completely virtual – there is no brick-and-mortar office. I wanted to create a client-centered experience where it’s easy to get assistance from anywhere.
· How did you start your business? What were the first steps you took?
My biggest hurdle was describing my brand in a way that people would understand what it is I do. In other words, the concept I created had to be defined because it wasn’t out there. I needed a website to serve as the platform for reaching my audience. I hired a copy writer, but quickly realized the only way to convey the information and the nontraditional vibe of my firm was by writing the copy myself. As a result, I had to quickly master WordPress, a website building platform. After a great deal of writing and rewriting, I had something I was happy with. Writing my own copy was beneficial because I was still figuring out the business model. Thinking through every aspect of how the firm would work solidified in my mind the role I would play helping clients.
· What has been the most effective way of raising awareness for your business?
Social media and personal connections have been essential in raising awareness. When I left a well-compensated job with a large company to go out on my own, I made sure my friends and business contacts knew what my next venture was.
· What have been your biggest challenges and how did you overcome them?
The biggest challenge has been putting myself out there. I had a reputation as a valuable company employee who could be relied on to easily handle large caseloads, interface with high profile clients, and settle difficult matters. But I worked on behalf of a company. Now, I had become the brand and rejection was personal. I had to learn to separate myself from my brand before I was comfortable marketing to my audience.
· How do you stay focused?
I try to schedule a break during the day. I’ve always been into health and fitness, so I exercise - running, walking the dogs, biking. I come back refreshed, energized, and better able to handle the tasks at hand.
· How do you differentiate your business from the competition?
Renovation Legal provides more than legal documents and advice—it’s a support system. The client centered approach without billable hours reduces stress associated with a traditional firm. Renovation Legal is completely virtual, without the overhead of a brick-and-mortar firm, which allows for lower rates. People shouldn’t feel stressed, intimidated, or afraid to reach out to a lawyer for help. I try to convey that on my website and in my approach.
· What has been your most effective marketing strategy to grow your business?
Aside from word of mouth, social media groups have been a great way of getting my name out there. The pandemic cancelled conferences, panel discussions, presentations – all the typical networking forums I previously attended.
· What has been your most effective marketing strategy to grow your business?
Stick with it and don’t give up. Starting a business has highs and lows. I’ve had people totally get what I do, and others look at me perplexed. You must emotionally separate your business from yourself, use feedback to improve, and not get discouraged. Some of the greatest inventors were told their ideas wouldn’t work. Where would we be now if they’d listened?
· What's your favorite app, blog, and book? Why?
I founded and admin a Facebook group called Home Renovation and Restoration Support Group, so I’m on that app frequently to add people and make sure there’s no spam or inappropriate comments. I read Inc. and Entrepreneur Magazine because they have interesting stories about people who think outside the box. I’m ashamed to say that I do frequent real estate apps like Zillow. It’s a love hate relationship, but I justify using them because I’m always looking for houses to buy.
· What's your favorite business tool or resource? Why?
Right now, my favorite business resource is LinkedIn, which I’ve been using quite a bit to connect with people, groups, and resources in my industry or offering related services.
· Who is your business role model? Why?
My business role model is Dr. Mark Hyman for pioneering a new, if controversial, way of looking at food and the environment in relation to wellness. Dr. Hyman created a business empire based on his belief in the benefits of functional medicine. He began with an idea about health and grew it into a movement. I’m not a dieter, but I do subscribe to the believe that what you eat is ultimately related to how your body feels and functions. I would also add my friend Karith Foster, a comedian, speaker, radio personality, entrepreneur who also happens to be my friend. Her book You Can Be Perfect or You Can Be Happy really speaks to me because I trend towards perfectionism, which is unhealthy and not sustainable in the long run. Funny story – Karith and I met in a dog park in NYC. We had Chihuahuas, everyone else had Pit Bulls. It was an instant connection.
· How do you balance work and life?
When I worked for other people, my value was measured in productivity and billable hours. I in turn measured my own sense of worth by how productive I was. I always had to be doing a task – “to do” lists scattered all over the house. My “aha moment” happened during a break in a virtual mediation for a large lawsuit I ultimately settled. We had a 30-minute break. Not one to waste a second, I made the most of my 30 minutes: mopping the floors while cooking dinner and helping my kids with their homework. As I speed mopped my way from the kitchen to the family room with a measuring cup in my hand, I cracked my head open on a built-in shelf that seemed to come out of nowhere. It struck me (literally and figuratively) that in my need for perpetual motion I was doing many things, but not present for anything. I was a robot checking off items on a never-ending list while life was happening around me. It took a concussion and ten stitches for me to understand what quality of life means and how important it is. Now I set clear boundaries between work and life. When I am with my family, friends, exercising, gardening – whatever it is – I am not constantly working or on my phone. Do I check texts and emails from time to time? Yes- I do have an obligation to my clients. Unless it’s an emergency, it can wait until I’m back in my office.
· What’s your favorite way to decompress?
Going for a long run, horseback riding, spending time with my family, and gardening.
· What do you have planned for the next six months?
I’m excited about growing my business and helping more people. I’m currently working on creating a blog. I also hope to give live presentations soon.
How can our readers connect with you?
Please visit my website and email me or schedule a complimentary initial consultation to connect.