Whether you’re looking to start your own conveyancing firm, or currently trying to build your firm’s reputation, your success cannot be achieved unless you have one thing – clients. Therefore, it is essential that you consider different techniques for attracting and retaining clients.
These techniques can be utilised to build a foundation for future clients to seeking to buy or sell and encourage current clients to build your band for you.
Many of these are inexpensive, require little time to execute, but will have a high return on investment.
Attracting a client:
The demand for conveyancing services is at unprecedented levels off the back of the current booming Australian property market.
And with so many conveyancing business in the industry, now is the time to ensure your firm is set up to capitalise on this growth.
While attracting clients should be prioritised early into the growth life if not, prior to the inception of a business, methods for attracting clients should be scheduled throughout its lifespan to ensure continued growth.
This can be narrowed down to how effective your brand awareness is and what you offer.
Brand awareness is an obvious one – how AWARE people are of the existence of your brand. But before you can create this awareness, you want to ensure your firm is set up to have a positive image in the mind of your potential clients.
For example – if someone hears about your firm and navigates to your website to find out more, you want your website to be professional and easy to use.
Often, this will be someone’s first interaction with your business. You also want to make sure any reviews on platforms such as Google or Facebook are positive.
As for what you can offer, there are a range of services you can add to make your firm stand out among the competition. These include:
Networking and building relationships:
All your potential clients will be looking to engage legal professionals who give them trust and confidence, so making personable connections with people at networking events can be an effective way to do just that, especially as Australia begins to reopen its social scene.
Create repeat business, referrals and reviews:
Word of mouth marketing is valuable to any business. It’s one of those marketing strategies that is hard to manufacture but can be a quick road to success if done right.
In addition to this, you can also utilise digital platforms when asking for referrals and reviews. If you have a website, or a white pages listing, your business will appear on Google.
Google reviews are a strong source of credibility-building for a lot of businesses.
Keep your fees competitive:
There are conveyancers in every corner of the country, all competing for the same business.
To stand out from this competition you need to be offering your clients the best possible value for your services.
As the new financial year rolls around, a lot of your technology suppliers and office vendors will look to increase their fees. This is something you need to account for when setting up your fee structure.
Invest in your website for attracting and retaining clients:
This investment doesn’t necessarily mean money – investing time in your website is one of the best things you can do for your business.
It is a chance to show your clients that you’re a professional and to highlight how and why your business operates.
If they click onto an old, run-down, text-heavy webpage then your brand image will take a huge hit before even meeting the client.
Focus on your core business:
As a small business, it’s easy to fall into the ‘do-it-all’ mindset. Stretching yourself thin to cater for everyone can sometimes hurt your business more than it helps.
As a conveyancer, communicating with your client is important – keeping them updated on key stages in their settlement and putting any of their fears, nerves or hesitations to rest.
By outsourcing certain activities, you will free up professional time to focus on your clients.
Retaining a client:
Retaining a client can be achieved in many ways that can also boil down to your professionalism and interactions with them.
Prioritising this initiative is only accomplished once the brand is established, however, it should be well thought out prior to execution and therefore ideated in early growth stages of the business.
As for the simplest strategies to do this, there are five main tools that your conveyancing firm can use through your search platform to ensure you can retain clients and encourage referrals.
- Verification of Identity
Rather than sending your client down to a post office, you can adopt an electronic VOI solution, like triVOI. This removes the manual process of scanning and physical filing and can be done from any location.
Since Verification of Identity is one of the first steps in the conveyancing process, by simplifying this historically tedious task, you’re making a great first impression with your clients.
- Electronic Signing
Digital signing solutions, like triSign enable your clients to sign documents, agreements, and contracts, electronically from anywhere.
Just about any document can be signed electronically, with common uses including Contracts of Sale and Section 32’s in Victoria as well as cost agreements.
By using Electronic Signatures, you save your clients the time of coming to your office to sign and reduce the risk of documents getting lost in the post.
Purchasing a home is a huge financial investment for your clients. You want to them to be as prepared and informed as possible.
On top of your Titles, Plans and Dealings, you have the ability to order due diligence searches like pre-purchase reports, DA reports and much more.
While this may seem like an unnecessary expense at times, your clients will be thankful when you point out that their dream home is about to get a new ten-story development, blocking their view.
It’s all about adding that extra level of service that they won’t receive from your competitors.
Offering services like MoveMeIn, can be a big client-pleaser and takes the stress out of organising utilities for your clients during an already busy moving period.
By ticking this service when ordering your Searches with triSearch, MoveMeIn will contact your client to ensure their utilities are set up and running on move-in day. It’s a free service and is a great value-add for your clients.
- Fee Summaries
Your clients are making a large financial decision when buying/selling a home and they likely want to know exactly what services they’re paying for.
The triSearch platform has a one-touch fee summary function that details every search and disbursement. This allows you to show your clients, line by line, what they paid for.
It allows you to be transparent with your client, earning their respect and confidence.
So, should you prioritise attracting or retaining?
Ultimately, between attracting and retaining clients, it is attracting clients’ which needs to be prioritised over retaining them.
Initially building your customer-base will give you the platform to then transform your service and reputation to allow you to retain clients easier.
However, both client boosting strategies should be ideated and scheduled prior to opening a practice.
If utilised correctly a conveyancing business can combine these tips to transform its overall business image and ensure its longevity in the industry.