Conveyancer Insights top tips

Selling & closing

We are acutely aware that the words 'selling' and 'closing' are anathema for many law firms, but our research shows some rather interesting methods. Verbatim quotes include: 'I'm sure you'd like to shop around', 'Let me know how you get on with other quotes', 'Do let me know if you AREN'T going ahead', 'I assume you are shopping around' and 'Don't you know we have an online quote tool?'

We recommend training front-line staff to pick a 'close' they are comfortable with and write it on a post-it note on their monitor. Try 'Would you like me to open a file for you?' — a gentle, unobtrusive request for the business.

The instant quote button — to have or have not

At least 5.6% of the UK population needs you to have an online quote button. 3.8m people in the UK work shifts, which may make it harder for them to access legal services if you are 'only' open 9–5.

We recommend every conveyancing firm provides access 24/7. The cost is negligible and it can help you win incremental business when you are closed — and introducers can use it at any time too. Check how many people visit your site outside hours; the numbers may surprise you.

First impressions — who is your most important member of staff?

Day-to-day new business is controlled by your Directors of First Impressions — the front-line staff who greet clients face to face and over the phone. They can make or break your business.

Many clients are under a lot of stress. What environment are you creating, and do you credit those who do it well highly enough?

Rapport is key — show interest in the client

It is very rare for firms quoting for their services to show ANY interest in the prospective client. Of 15 firms we spoke with in one week, only one said 'how exciting!' when we mentioned buying a new home.

Slow the quote down by about 10 seconds, show some interest, and conversions will improve.

Marginal gains

Sir David Brailsford called marginal gains the 1% factor: improve everything by 1% and the total gain is significant.

Handling new business is the same — 1% here, 1% there adds up to a noticeable improvement. If staff are stressed, tired, hungry and undervalued while the phone keeps ringing, guess what will happen?

Keep your eye on your Trustpilot & Google reviews

If you have 1 and 2-star reviews that you aren't acknowledging and addressing, this will cause long-term brand damage.

Conversely, if you have excellent reviews, don't hide them — put the widget on your site and shout about it.

The skills and training gap

Fee earners interrupted to run quotes rarely hide that they are busy — and prospects can tell.

The best service we received came from a litigation team member covering the first-contact team. Train someone who enjoys giving quotes and let them fly!

Transparent, easy to understand quotes

Many quotes are hard to decipher or compare: pages of text, tables, dozens of attachments. What is a disbursement? Is it +VAT or inc VAT?

Quotes should be straightforward and transparent, with a simple call to action — ideally an 'accept this quote' button. When did you last review your output through your prospects' eyes?

Are your quotes going to clients' spam folders?

Common causes: too many images, spam trigger words, no physical address in the email, and too many or too-large attachments.

When did you last check whether your quotes have grown? Do you find yourself saying 'Have you checked your spam folder?'

Smarter, not harder

When pipelines dwindle, don't reduce prices thinking price is the tap that wins more cases — it isn't. The mechanism is customer service, not price.

Most firms could improve new client handling and onboarding, and improvements can be instant and measurable.

The 80/20 rule

Roughly 80% of consequences come from 20% of causes. Small changes to how you interact with clients and how your website handles new business can have a big effect on your bottom line.

Good — cheap — fast

Stop apologising for your fees, but make sure you provide excellent service. Fees can vary by as much as £950 in the same town. How do your fees and service compare with competitors? What makes you better?

Price is paramount… isn't it?

'Price is what you pay, value is what you get.' Many firms fail to show real interest or empathy, so the argument that the case was lost on fees is moot if the basics aren't covered well.

The knockout leave-behind

'Most of what we have quoted is tax and will be the same wherever you go — shall we open a file?' Then: silence.

Differentiation

Being the same as everyone else is easy; being different is what makes you memorable. You only have moments to make a first impression — what separates you from every other firm in your town?