When you’ve been in an accident, your first instinct is often to call for help — an ambulance, the police, or your insurance company. But for many Californians, the next call is to a personal injury attorney, often one they’ve seen on a billboard or TV ad promising huge settlements.
In a recent Insurance Hour episode, host Karl Susman spoke with veteran civil litigator and consumer advocate Dennis Beaver about the hidden risks behind high-volume “billboard law firms.” What began as a conversation about car accidents became an eye-opening guide to protecting yourself from misleading advertising, rushed medical treatment, and legal practices that can leave victims financially exposed.
Here’s what every Californian should know before signing a personal injury retainer agreement.
The Rise of the “Billboard Lawyer”
Beaver, who began practicing law in the 1970s, explained that personal injury law once revolved around negotiation, trial preparation, and individualized client care. Today, the landscape is dominated by massive advertising budgets and high-volume firms.
“It’s a multi-billion-dollar business,” Beaver said. “Those TV ads aren’t cheap. Many of those firms are mills — they sign up anyone and everyone.”
After an accident, a caller may be contacted within hours by a firm representative — sometimes not even a licensed attorney — carrying a retainer to sign immediately. The speed is not about urgency for the client’s well-being, Beaver warned. It’s about locking the client into the firm’s system as fast as possible.
How the Personal Injury “Mill” Model Works
Once clients sign, they are often sent to a network of chiropractors and clinics connected to the law firm. Treatment begins quickly, sometimes before liability is even established.
The first goal is often to exhaust the client’s MedPay coverage, which is usually around $10,000.
“They send you to doctors you don’t need,” Beaver said. “They run up medical bills before anyone has confirmed who’s at fault. And if it turns out you caused the accident — they cut you loose.”
This business model prioritizes case volume and fast settlements over careful legal evaluation and client protection.
The Risk of Premature Medical Treatment
High-volume firms rely on inflated medical bills to boost the apparent value of a claim. But exaggerated treatment after minor accidents often raises red flags with insurance adjusters.
“If it’s a true fender bender,” Beaver explained, “most insurance companies aren’t going to accept huge medical bills. They’ll assume the treatment is excessive.”
When insurers push back, many firms simply abandon the case. The client is then left personally responsible for thousands of dollars in unpaid medical expenses.
“They’re not thinking about your recovery,” Beaver warned. “They’re thinking about your value as a file.”
Why Liability Must Come Before Legal Strategy
Both Susman and Beaver emphasized a critical step many accident victims skip: establishing liability before committing to extended treatment.
“Before you incur expensive treatment,” Beaver said, “make sure the lawyers have determined who’s at fault and whether there’s coverage.”
If you need immediate medical care, go to the emergency room or see your primary doctor. But avoid being rushed into months of chiropractic appointments through a law firm’s referral network until fault and coverage are confirmed.
What Happens When a Law Firm Drops You
One of the most alarming realities discussed was how easily some firms can withdraw from a case once it stops being profitable.
Most retainer agreements allow attorneys to withdraw “for any reason.” Ethical attorneys rarely abuse this clause. Personal injury mills, however, use it routinely.
“They just say, ‘Sorry, you’re at fault. We can’t help you,’” Beaver said. “And you’re left in the middle of the ocean without a raft.”
Clients are then left with MRI bills, therapy charges, and diagnostic costs — all without legal backing.
How to Choose the Right Personal Injury Attorney
Beaver’s strongest advice was simple: stay local.
“Hire someone in your town if you can,” he said. “A local lawyer has a reputation to protect. They live in the community. They care.”
Large advertising firms often operate with minimal local presence — rented office space and rotating staff. Warning signs include:
- You can’t meet the attorney in person.
- All communication goes through assistants.
- You are immediately sent to a specific chiropractor or clinic.
- Huge settlements are promised up front.
- You are pressured to sign quickly.
As Susman noted, not every accident requires a lawyer. Minor collisions can often be handled directly with insurance.
When You Actually Need a Lawyer
Beaver made it clear that attorneys are essential in serious cases involving:
- Major injuries or hospitalization
- Wrongful death
- Disputed liability
- Uninsured or underinsured drivers
“If you’re badly hurt, you definitely need an attorney,” he said. “But for minor accidents, you can usually work directly with the insurance adjuster.”
If the other driver’s insurer delays or denies reasonable payment, contact your own insurance company. That’s what your policy is for.
What a Good Attorney Relationship Looks Like
A responsible personal injury lawyer should:
- Return calls promptly
- Meet with you personally
- Review medical bills in detail
- Use independent, reputable medical providers
- Prepare you properly for negotiations or depositions
- Keep you informed throughout the case
“You’ll know you’ve got the right lawyer,” Beaver said, “because they treat you like a person, not a file.”
Can You Switch Lawyers After You’ve Signed?
If you’ve already hired a firm and feel uneasy, you may be able to change attorneys — but act quickly.
“If you get out early, fine,” Beaver explained. “If you wait too long, you could end up paying two lawyers.”
Most contracts allow the original firm to seek compensation for time spent if they’re replaced later in the case.
How to Research an Attorney Before You Sign
Beaver urged consumers to do basic background checks before hiring any lawyer:
- Search the firm’s name with words like “complaint,” “lawsuit,” or “discipline.”
- Check the California State Bar website for disciplinary history.
- Be skeptical of online reviews and BBB ratings.
- Rely on real referrals from friends, family, or trusted professionals.
“You can buy an A+ rating,” Beaver warned. “Word of mouth is still the gold standard.”
How Bad Claims Affect Everyone
Frivolous and exaggerated injury claims don’t just affect insurers — they affect every policyholder.
“The flood of exaggerated claims raises costs for everyone,” Beaver said. “Insurance companies pass those losses back to consumers. That’s part of why premiums keep going up.”
Insurance is meant to restore losses, not to create windfalls. Filing minor claims for small damages can ultimately cost far more through increased premiums.
Final Thoughts: Protect Yourself Before You Sign
After an accident, emotions run high and pressure mounts quickly. That is exactly when consumers are most vulnerable to slick advertising and rushed decisions.
Beaver’s guidance is straightforward:
- Take time before signing anything.
- Confirm fault and insurance coverage.
- Avoid firm-directed medical pipelines.
- Work with local, accountable attorneys.
- Keep detailed records of all treatment and communication.
- Trust your instincts if something feels wrong.
“There are excellent attorneys out there,” Beaver concluded. “But you have to do your homework. Don’t let a TV jingle decide who fights for you.”
