Whilst choosing a location may be an important decision for all new businesses, it may be even more so for conveyancers.
As they’re preparing for the big move, all of your clients will know exactly where they want to be, and it’s essential that you do too.
So how do you decide on the best place to set up your practice?
One the best places to start might be HM Land Registry.
With their monthly data reporting where the highest number of transactions take place, this can give you a good indication of areas which have a high number of people moving home.
The higher the number of transactions, the higher the number of enquiries you’re going to get.
However, whilst you might think the decision’s been made for you, it might not be quite so straightforward.
Where there are more people moving home, there’s likely to be an equally high number of professionals willing to help them do so. For you, this means greater competition.
So what about the areas with a low number of transactions?
Of course, the volume of enquiries would be lower, but so would the number of firms that you’d have to compete with. What’s more, you might even be able to increase your prices.
However, in areas where transaction levels are low, it’s likely that someone has already seen the opportunity. Arriving just ahead of you, they’ve already set up an established practice, willing to deliver conveyancing services to your potential client. In areas where competition is modest, consumers are much more likely to trust a professional that they’re familiar with rather than the new firm that set up shop last week.
So how can you get around this?
Although there may be pitfalls wherever you decide to start your conveyancing practice, there is a way to make sure that you’re making the most of your potential audience.
Whilst developing a plan to engage with consumers is important, this alone is not always effective. Instead, the way you approach your marketing strategy should be tailored – to both your audience and location.
For example, if you’re in a location with a high number of transactions, standing out from the crowd will be a priority. Engagement here will be key, so utilising social media and posting regular blogs can be a good way to show the personality of your business.
Whilst the service you provide might be of the highest standard, it’s vital that your online presence reflects this. Maintaining a high-quality website and delivering bespoke videos are effective ways of demonstrating your expertise within the industry, as well as the services that you provide.
In areas where transaction levels are more modest, establishing a strong reputation will be key. As consumers will want to ensure that they can place trust in a firm, it’s important to show your established position within the industry. Whether this is by publishing a topical article or a comprehensive thought leadership piece, demonstrating your professionalism will be important to secure the attention of your target market.
How can you make sure that your marketing approach is suited to your audience?
As a full-service agency, Solve Legal Marketing can provide your firm with the tools to create a bespoke marketing strategy which is carefully tailored to your target audience.
Just some of our services include:
· Bespoke web design which communicates professionalism in a style that best reflects your business
· Targeted email campaigns that allow you to engage with clients directly all from the comfort of their inbox
· Online marketing such as social media which shows personality and demonstrates that your business is up to date
· Specialist copywriting which can be tailored to your target market and show business expertise
To find out more about how we could help your firm maximise it’s potential, talk to us by calling 0800 133 7127 or email: info@solvelegal.co.uk.
This article was submitted to be published by Solve Legal as part of their advertising agreement with Today’s Conveyancer. The views expressed in this article are those of the submitter and not those of Today’s Conveyancer.
