We recently connected with Fernanda Ezquerro and have shared our conversation below.
Hi Fernanda, thanks for joining us today. Please tell us about starting your own firm and if you’d do anything different knowing what you know now.
Starting my own firm was both the most daunting and most rewarding decision of my career. At the time, I was comfortable in my role at the firm where I was working, and I hadn’t seriously considered making the leap—until COVID changed everything.
During the height of the pandemic, when the firm was essentially shut down, one of the main partners sat me down and gave me the push I needed. That conversation was a turning point. Without his encouragement, I believe it would have taken me much longer to take that step and build what I have today.
To this day, I maintain a close mentor-mentee relationship with both partners from that firm. We speak almost daily, and their unwavering support has been invaluable. I am incredibly grateful for their guidance, and their belief in me continues to shape my journey as a firm owner.
The first steps were overwhelming. I had to figure out everything from setting up an office to building a client pipeline. Some of the main things I had to tackle were:
1. Establishing a Legal Entity & Business Structure – I had to decide on my firm’s structure, handle licensing, and register with the necessary state and federal agencies.
2. Securing Office Space – I wanted a professional but cost-effective space. I started small, ensuring I had a place where clients felt comfortable.
3. Building a Client Base – Without a big advertising budget, I relied on referrals, networking, and my reputation in the legal community. Word-of-mouth became my strongest asset.
4. Financial Planning – Managing overhead costs while waiting for consistent revenue was a challenge. I had to be strategic about expenses.
5. Developing a Case Management System – I needed a streamlined process for handling cases efficiently, so I invested in legal software to stay organized.
One of the biggest challenges was imposter syndrome—wondering if I was making the right move, if I was ready to run my own firm. The financial pressure was real, especially early on when I had to manage expenses without the cushion of a steady paycheck. Another challenge was learning to balance my time—when you’re running your own firm, you’re not just a lawyer; you’re also an entrepreneur, administrator, and marketer.
Looking back, I wish I had focused on marketing and branding earlier. While I had strong referral sources, I now see how social media and online presence can be game-changers in reaching potential clients. If I could do it again, I’d invest more in digital marketing strategies and networking from day one.
For anyone considering starting their own firm, my biggest advice is:
1. Trust Yourself – If you’ve put in the work, you’re more capable than you think.
2. Plan for the Business Side – Being a great lawyer isn’t enough; you need to understand finances, marketing, and client relations.
3. Build a Strong Support Network – Find mentors, colleagues, and professionals who can offer guidance and support.
4. Start Small, Grow Smart – You don’t need a fancy office or big team right away. Focus on building a solid foundation.
5. Stay True to Your Vision – Your firm should reflect your values. I built mine around trust, compassion, and fierce advocacy, and that’s what keeps clients coming back.
Starting my own firm was a risk, but it was the best decision I ever made. Every challenge pushed me to grow, and every client I’ve helped reminds me why I do this work. If you’re thinking about making the leap—go for it. Just be prepared, stay persistent, and believe in yourself.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
I’m Maria Fernanda Ezquerro, an attorney based in San Diego. I’ve spent the past decade advocating for individuals facing some of the toughest moments of their lives, ensuring that their rights are protected and their voices are heard. Over two years ago, I took a leap of faith and started my own firm.
How I Got into Criminal Defense
Growing up in Chula Vista, I was always aware of the legal system’s impact on my community, especially for Spanish speakers and those navigating complex immigration consequences tied to criminal charges. I pursued law to make a difference, earning my law degree and working as an associate at a criminal defense firm. During my years there, I handled a wide range of cases in both state and federal court, sharpening my trial skills and learning firsthand the challenges my clients face.
During the COVID-19 pandemic, when the world slowed down, I had time to reflect on my future. A mentor at my firm gave me the push I needed to go out on my own, and I haven’t looked back since. Today, I run my firm with the mission of providing fierce, compassionate, and strategic defense for every client who walks through my doors.
What My Firm Does & The Problems We Solve
My firm used to focus exclusively on criminal defense, handling both state and federal cases. Recently we have expanded and now handle personal injury cases as well.
What Sets Me Apart
My first priority is making my clients feel safe, heard, and understood. Many of them are scared and ashamed when they first meet me. I take the time to build trust, so they know I’m in their corner no matter what. As a fluent Spanish speaker and someone deeply connected to the San Diego-Mexico border region, I understand the cultural and legal challenges many of my clients face.
What I’m Most Proud Of
One of my proudest accomplishments is being able to make a real difference in my clients’ lives. Seeing a client get a second chance, avoid a wrongful conviction, or have their case dismissed reminds me why I do this work.
I’m also proud of my role as a Commissioner on the Prevention and Intervention Gang Committee in San Diego, where I help develop policies and programs to reduce gang violence and offer young people alternatives to crime. Additionally, my firm actively gives back to the community, including hosting a holiday toy drive for local families.
What I Want People to Know About My Firm
My firm operates under a simple but powerful philosophy:
Your truth. Your rights. Our fight.
I want people to know that they have rights, they deserve a strong defense, and they don’t have to face the system alone. Whether they are dealing with a minor charge or a serious felony, I am here to fight for them with everything I have.
We have an open door policy where clients or family members can walk through our doors without an appointment and someone will help them. I personally give clients my cell phone number or they can ask any team member for my cell number and it will be provided to them.
For anyone facing criminal charges—or for families looking for guidance—my firm is a place where they can find not just legal representation, but also support, respect, and a path forward.
Where do you think you get most of your clients from?
Our greatest source of new clients has always been our current and past clients, and we take immense pride in that. It’s a testament to the quality of our work and the trust we build with those we represent. Knowing that our clients are so satisfied with their legal representation that they confidently refer others to us is the highest compliment we could receive.
Any thoughts, advice, or strategies you can share for fostering brand loyalty?
I stay in touch with my clients through multiple channels, including social media, phone, email, and direct access to my assistant. I even provide my personal cell phone number because I want them to feel supported and reassured throughout the process.
Hiring a lawyer is rarely something people plan for—it’s often a stressful and overwhelming experience. By the time clients come to me, they’ve heard horror stories from those around them and are facing a lot of unknowns. I do everything I can to ease their concerns and provide clarity. Giving them direct access to me not only builds trust but also helps them feel more in control of their situation. More often than not, that reassurance makes all the difference.
Contact Info:
- Website: https://ezquerrolawgroup.com
- Instagram: attorneyferni
Image Credits
Guillermo Balboa