In partnership with Conveyancer Insights
Conveyancing Market Strategy
Market intelligence, objective evaluation, focused planning and action to attract and retain the best prospects to build your private client practice
If you’re already busy in conveyancing, the next step probably isn’t “more volume” - it’s being more deliberate about where the right work comes from, which clients you want more of. Carton & Co help you play to your strengths, adapt your promotion and internal operations to enable these prospects and clients to feel more value from you than your competitors.
We deliver a short bespoke a programme (research and two workshops) to give your practice the data, strategy, plans and tools needed to be more pro-active in finding, targeting, converting and nurturing the most promising clients and prospects in your area for residential conveyancing and other private client services. End result is clear, practical plan your team can buy into and run with.
Our advance research shows what’s really happening in your catchment area. Who’s winning what, where, and through which introducers. Working collaboratively with your team, we turn that insight into sensible actions: who to target, the right messages, promotion and service delivery - what to change, and how to track progress. All help you make informed strategic decisions with our objective perspective on your practice and your market.
Maybe Focus on 35-60 Year Olds - or Who?
This demographic represents your highest lifetime value prospects. They are not first-time buyers who are more likely to rank price higher in their assessment to choose a conveyancer. These are people with past experience of buying and/or selling their home, now with significant need for legal advice and services in their lives.
What makes 35-60 year olds your best prospects:
- Caring for young families and elderly parents - they have children, grandchildren and parents to care for and protect, creating natural needs for wills, powers of attorney, family arrangements, and eventually probate services
- Experience with the process - they have bought and/or sold before, so they understand the value you can add to help them deal with the inevitable challenges they are likely to have to navigate in dealing with their move
- Strong professional networks - they have friends and work colleagues in similar life stages who will also need conveyancing and other legal services
- Time-poor but quality-conscious - busy careers and family responsibilities mean they value efficient, high-quality service and will pay appropriately for it
- Referral potential - their families, friends, and colleagues represent a pipeline of future clients if you serve them well
When you build relationships with these clients from their first conveyancing instruction, you are positioning your practice to support them through decades of legal needs. One satisfied client here can generate five, ten, or more referrals over their lifetime.
The Market Opportunity
TwentyConvey research analysing 30,000 live conveyancing transactions reveals that only 11.2% of clients return to the conveyancer they used last time. This means nearly 90% of your potential clients are coming to you from another practice. The question is: do you know who they are, where they live, and how to reach them?
Most conveyancing practices operate reactively, responding to enquiries as they arrive without understanding the broader market picture. They do not know which estate agents are sending business elsewhere, which competitors are winning in specific areas, or where the opportunities are greatest in their catchment.
Our strategic planning programme changes this by providing the intelligence you need to make proactive, targeted decisions about where and how to focus your business development efforts.
What You Get
Market Research and Intelligence - Local Conveyancers & Estate Agents
Using TwentyConvey and Conveyancer Insights research data, we provide comprehensive intelligence on transactions completed in your local area. This includes a clear picture of who is doing what, mapped to your specific catchment area around each of your offices.
The intelligence package covers:
- Volume and value of conveyancing transactions by each competitor in your area
- Market share analysis showing where you are strong and where there are gaps
- Estate agent activity mapping showing which agents are working with which conveyancers
- Geographic distribution of transactions revealing opportunity hotspots
- Preliminary analysis and interpretation from our experts before the first workshop
Strategy Workshops - Target Best Prospects
We facilitate two on-site workshops with key members of your management, marketing, and conveyancing teams. These sessions are designed to engage your people in developing strategy together, building shared understanding and commitment to implementation.
Expert Interpretation in Context. In advance of the first workshop, we produce a preliminary report providing expert interpretation of this information in the context of your business, identifying key opportunities and potential challenges.
Workshop 1 – Explore and Analyse:
- Review the market intelligence data together
- Identify opportunities, hotspots, and gaps
- Discuss potential strategies and target segments
- Define best prospects including high-value 35-60 year old clients
Workshop 2 – Develop and Plan (typically one week later):
- Close in on agreed strategy and priorities
- Develop specific action plans for targeting identified prospects
- Agree methods for extending services with current clients
- Build team commitment to implementation
Agreed Action Plan
Following the workshops, we deliver a concise report recording the conclusions, strategy, and plan of action agreed during the sessions. This document is designed to be shared with the whole conveyancing team to engage everyone in implementation. It provides a basis for tracking progress and adapting the plan over time as you learn what works best for your practice.
Optional: Extended Mystery Shopping
As an optional extra, we can extend mystery shopping of your practice and your competitors to add intelligence about how enquiries are currently handled. This reveals opportunities to differentiate your practice and provides a baseline for measuring improvement after implementing your new strategy.
Building "Clients for Life"
The ultimate goal of this work is not just to win more conveyancing instructions. It is to build a practice full of clients who stay with you for decades, using your services across multiple life events and recommending you to the people they care about.
When you understand your market and target your best prospects deliberately, you attract clients who value what you offer. These clients are more profitable per transaction, more likely to use additional services, more likely to refer others, and more satisfying to work with.
Your conveyancing practice becomes a gateway to a thriving private client department, feeding wills and probate, family law, tax planning, and other services with qualified prospects who already trust you.
Your Next Step
Schedule a free consultation with Allan Carton to discuss your conveyancing practice and explore how market intelligence can help you identify and target your best opportunities. There is no obligation, and the conversation itself often reveals useful insights about your market position.
Book a call with Carton & Co here >>
Email: acarton@cartonconsultants.com
Phone: 07779 653105
Carton & Co - Specialist consultants to UK law firms on technology adoption, client relationships, and business development.
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Related Services
- Conveyancing Quote/Proposal Workshop - complement your market strategy with skills training for your team on converting enquiries through value-based proposals rather than price competition.
- Client Listening Programmes - implement systematic client feedback to continuously improve your service and identify opportunities across your entire practice.
- Legal Technology in Conveyancing