Small conveyancers still have weaponry against big brands

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The Gazette reported recently on some figures released by Contact Law showing the level of anxiety among the profession over the ‘threat’ of alternative business structures.While family and even commercial lawyers were concerned over the impact of big consumer brands’ entrance into the legal market, it was the conveyancers who were the most worried section of the profession. Given that their field of work is likely to be one of the main areas targeted by new providers, it is easy to understand why.

For the sole practitioner or small firm whose bread and butter is conveyancing, it is hard to know how to approach the impending David and Goliath battle. But that does not mean that all small conveyancers are doomed. After all, they still have a lot to offer compared to the big call centre-based beasts about to enter the stage. But the key is conveying that successfully to consumers.

That point was illustrated by an advert that I noticed this week in a copy of a local free magazine, called ‘Families’. As I opened it, the first item to catch my eye was a small, black and white advert with the words ‘Conveyancing Solicitor’ written in large type.

The plain speaking, no gimmicks ad seemed to me to be a lesson in how sole practitioners should be seeking to promote themselves.

It said: ‘I have my office based at home. I deal with all types of conveyancing; sale, purchase, remortgage etc.

‘I choose to have a small practice where I handle everything myself. I offer a personal touch with flexible contact hours. Clients feel at ease coming to my office where children can play with the toys.’

Then, in bold, ‘Regulated by the Solicitors Regulation Authority’.

I noticed that the advert does not make any claims about the price of the service. But it emphasises precisely what differentiates sole practitioners, and also many small firms, when they compete with large rivals offering a commoditised approach. It succinctly conveyed the fact that the work is done by an experienced and qualified lawyer; that that person is regulated; and that there is a local office where they can meet face-to-face with their adviser.

As this advert was in a magazine aimed at families, it also mentioned the child-friendly office environment. And the advert seemed far more effective in such a magazine, where the solicitor concerned was the only lawyer advertising, than on a crowded Yellow Pages page.

No doubt there are hundreds of sole practitioners and small firms out there already adopting this approach, and indeed having done so for years. But for those who aren’t, it is surely time to start.