How CLC Firms Can Generate Conveyancing Leads with Direct Mail Marketing and Mobile Advertising

Lead generation can often feel like an unfamiliar notion for a conveyancer. Whether you’re a sole practitioner or part of a larger law firm, attracting new clients is essential for the success of your business.

How can conveyancers win new leads?

1. Referrals from estate agents, mortgage brokers and developers
2. Volume conveyancing panels
3. Online presence (through your website, content, social media)
4. Networking
5. Customer referrals
6. Direct marketing

All of the above are sound methods of generating conveyancing leads but they can be costly (referrals), time-consuming (online presence) or take a while to materialise (networking.) If you’re an SRA-regulated firm, you are also restricted by specific rules and guidelines regarding marketing. CLC firms have a greater advantage in attracting new leads over SRA-regulated businesses as they can employ direct marketing and mobile advertising techniques.

If you’re a CLC firm that is looking for a more cost-effective and quick lead generation, TwentyConvey can help. Our direct marketing and mobile advertising campaigns are highly effective lead-generation tools for conveyancers.

Let’s start by taking a look at direct mail marketing…

Direct mail

Through direct mail, you can communicate directly with a specific target audience to promote your services. As you can personalise the mail with relevant information, you increase the likelihood of a response or conversion. Royal Mail states that a huge 87% of consumers consider mail to be credible, and this trust is consistent across all age demographics. According to the Data & Marketing Association, 86% of consumers have connected with a business online as a direct result of direct mail. An impressive stat, especially when compared to marketing emails that had an open rate of just 27.59% in 2022 as confirmed by Statista. This highlights the power of direct mail. People prefer to have something tangible. This is relevant to law firms, as potential clients might retain a postcard or leaflet to refer back to in the future when they require the services.

TwentyConvey has a tool called Convey Alerts. It’s a daily feed that we send to our users to let them know when their former purchase clients have listed their properties for sale again. Law firms can then contact these individuals directly to see if they would like to use their services once more. If you prefer, TwentyConvey can provide a fulfilment service and process the handling, preparing and sending out the mail to your clients. This allows you to concentrate on progressing your current vendors through the moving journey and leave finding new leads to us.

The advantages of direct mail marketing

Highly targeted

Through direct mail, businesses can pinpoint their marketing efforts on a specific audience based on demographics, behaviour, interests, and other criteria. This will help to ensure that your marketing messages reach the most relevant and potentially interested recipients. Convey Alerts works because it offers you a targeted audience of your former clients who already know your brand and trust you.

Personalisation

With direct mail through Convey Alerts, you can address your former clients by name and tailor the content to their individual preferences and past interactions. This can help to increase engagement and response rates.

Cost-effective

When done correctly, direct mail can be cost-effective because it focuses resources on reaching a specific target client rather than broadcasting messages to a wide-ranging and diverse audience. This can lead to a higher ROI compared to mass marketing.

Builds customer relationships

By providing relevant and valuable content, direct mail can help build and nurture customer relationships over time. Regular communication keeps the brand top-of-mind and fosters loyalty. People in the UK move on average 5 times in their lifetime according to TwentyCi. This highlights the opportunity of pursuing recurring clientele.

Higher conversion rates

As direct mail marketing targets individuals who are more likely to be interested in the offer, it often yields higher conversion rates compared to mass advertising. Law firms using Convey Alerts report a base-level conversion rate of 35%, with some firms reporting as high as over 60%.

Direct mail marketing offers numerous advantages for law firms, including precise audience targeting, personalised communication, measurability, cost-effectiveness, relationship building and higher conversion rates. It can greatly contribute to your success and growth.

Now let’s examine our mobile advertising service.

Mobile advertising campaigns

Statista reports that 93% of UK residents own a mobile phone and the majority of those people have them with them at all times. It makes sense to target people while they browse on their mobiles. Finder stated that people spend an eye-watering 4 hours and 14 minutes a day on their phones. Whether they’re reading the top news stories or booking a train, the mobile is where your customers are for a large portion of their day.

TwentyConvey has partnered with Admessenger for our mobile ad service. These ads sit as a banner at the bottom of a webpage. Your ad message will scroll across, sitting next to your company logo. Liken it to the scrolling text you see on news channels. You have 140 characters to utilise to get your marketing message across and to add a call to action, such as prompting the reader to visit your website.

Admessenger is used by big national brands but is equally perfect for smaller brands as it can target local areas.

Example of Admessenger’s scrolling ad banner

Our parent company TwentyCi provides Admessenger with the longitude and latitude coordinates for properties in the moving process across the UK. Your ad will then only be shown to those in the geographical area that you intend to target. We can help you to decide which stage you would like to target homemovers. So, whether it is those who have newly instructed or those Sold Subject to Contract, if a homemover is at your chosen stage in the journey and lives in the area your law firm is targeting, they are then shown the ad if they visit certain websites. Admessenger will choose which website to display your ad on depending on your chosen location and the type of audience. Some of the websites include The Independent and Rightmove. 

Example of websites that Admessenger ads appear on

The advantages of Admessenger

Precise location targeting

Using GPS technology, Admessenger can determine your intended target location, ensuring that your campaign effectively reaches your audience.

Efficient creation

To set up an Admessenger ad, all we would require from you is a 140-character-long marketing message and your company logo. We can help you to craft this message if you prefer. We'll also handle the entire campaign for you.

High click-through rates

Admessenger ads deliver triple the interaction compared to a regular mobile display, all at a significantly reduced cost per click. The click-through rate (CTR), indicating the percentage of ad clicks, stands at an impressive 0.8%. This is a remarkable difference when contrasted with the average 0.35% CTR for a typical mobile banner. In fact, one of our specialist law firm clients has received a massive 1.47% CTR. This highlights just how successful the campaign can be.

Distinctive

Scrolling text is effective due to its unique, attention-grabbing motion that naturally draws the viewer's eye. As the text moves beyond their field of vision, individuals instinctively sense a potential loss of information, compelling them to concentrate on the scrolling text loop.

Swift implementation

The ability to quickly launch an ad is highly advantageous, especially when you need to react promptly to market dynamics. You can instil a sense of urgency by employing phrases like "act now," making it a potent means of conveying time-sensitive promotions or deals. The immediacy factor is a significant benefit of mobile ads, allowing conveyancers to engage their target audience in real-time, which can result in immediate responses.

Provides a competitive edge

To secure leads for your conveyancing firm, maintaining an advantage over your rivals is crucial. Utilising this form of advertising through our conveyancing marketing services will distinguish you in a competitive industry.

Non-invasive and reader-friendly

Mobile users often find intrusive online ads annoying. Think of those ads that dominate your entire mobile screen and are difficult to close. Our ads are unobtrusive and do not interrupt user’s online experience. However, they still naturally catch the user's attention. The scrolling text effectively conveys a wealth of information in a confined space. Given the limited size of a mobile screen, a brief and clear message is optimal for effectively conveying your message.

Comprehensive reporting

You’ll receive a health report of your campaign that encompasses data on impressions and clicks broken down by time of day and day of the week. Additionally, you’ll receive heatmaps and cumulative ad exposure times.

Cost-effective

Our pricing model is determined by impressions, meaning the cost is incurred when your message is displayed on a mobile device. You have the flexibility to set your budget and establish expenditure limits as needed.

A success story

Combining our meticulously crafted direct mail and strategically targeted mobile ad campaigns can yield impressive results. Specialists in law, JP Goldman, have had great success from employing our marketing services. Their mobile text ad has had over 70,000 impressions and generated a massive 1,037 clicks to their landing page. This was by targeting just 2,333 addresses. This highlights just how important it is to reach out to the right audience to generate results.

Conclusion

We’ve observed that many law firms tend to be hesitant about exploring new marketing avenues. However, to stand out and capture local opportunities, it's essential to embrace innovative advertising approaches such as mobile advertising. Using these ads alone or alongside direct mail can produce impressive results.

Our clients who have adopted our mobile advertising strategy and direct mail are experiencing substantial benefits, and we invite you to join them on this journey. If you're interested in exploring our conveyancing marketing services, please don't hesitate to reach out to us today. We'd be delighted to discuss the possibilities with you.