“People buy from people”: marketing yourself as a residential conveyancer
For residential conveyancers, the most effective marketing tool you have is yourself. Every person has a ready-made network of family, friends, colleagues and professionals. Those connections can become powerful sources of work when they trust you and understand what you do.
Think about the way you market yourself as linked to your career goals. If you are early on in your career and want to progress, you have to ‘put yourself out there’ – be good at getting the work in and making sure people know who you are.
Your potential clients need to know that you are the go-to person in your field. You’ve got the knowledge and empathy to guide them through the stressful time of buying or selling a residential property. Outside of your office, be proud of the work you do.
Build up links with referrers
Most conveyancing referrals come from estate agents and mortgage advisers. That means strong relationships with them are central to growth.
Start by introducing yourself to your local estate agents and brokers. You’ll make yourself more memorable and approachable – as well as show your commitment to your work. Then follow up with a note and your contact details to help you stay front of mind.
Let’s say the estate agent has a client who prefers in-person meetings and needs hand-holding. By virtue of them having spoken to various solicitors, they’ll know which lawyer is right for first-time buyers, senior clients, or whoever else.
Remember that the client is the referrer’s, as well as yours. They want that person to feel supported and understood and at home with the solicitor they’ve put them in contact with. Recommendation is built on trust.
Demonstrate your expertise
When I joined Switalskis in 2012, the residential conveyancing team was one part-time conveyancer with modest billings.
We didn’t hold any lender panel memberships or have the Law Society’s Conveyancing Quality Scheme (CQS) accreditation. We achieved the accreditation within the first year and by the beginning of 2014, Switalskis was on all the relevant lender panels.
We also attend lots of networking events and conferences – that’s a chance to showcase our expertise as a department and create opportunities for in-bound enquiries.
It’s been a lot of hard graft. But today, we’re a forty-strong department generating over £2m a year.
Sarah recently won ‘female trailblazer of the year’ at the Modern Law Conveyancing Awards. Image credit: LEAP Modern Law Conveyancing Awards 2025.
When you’ve built a connection, you've got a client for life
Whether it is in person or on calls, making yourself accessible and available to clients matters. People buy from people.
Many of my clients have become long-standing contacts. I’m often greeted on the phone with “Ey up, it’s you again” – my Yorkshire accent often gives me away before I say who is calling!
Every client is different: I’ve acted for everyone from professional sportspeople to first-time buyers. Some clients want regular calls, others prefer brief email updates. Some need reassurance, others want the process handled quietly in the background.
Finding out what makes your client tick – or why they are buying or selling – is crucial to tailoring your approach. Is it a distressed sale? A matrimonial sale? A probate sale? Why are they buying? Are they relocating with work, or moving house because they’d like a new space? Each comes with different pressures.
Putting your client’s experience at the centre of your work can have a long-term impact. I’m currently helping a couple sell the house I helped them buy years ago. Since then, they have married and are expecting their first child. Their Mum recently stopped me in the street to tell me how excited she was about completion.
And of course, clients who have a positive experience are more likely to refer other people to you.
When you’ve got a real connection with your client, you've got a client for life.
Be accessible and available in your local area
I want people in my local area to know what I do. My job comes up naturally in conversations, whether I’m in the florist or the hair salon. I may be asked for advice from a hairdresser or a chat may lead to someone else hearing about my work. If a client hears my name from an estate agent, and also from a local business, it strengthens the recommendation. Being known locally helps build your reputation.
The team often sees walk-ins from local residents who recognise the firm or have seen colleagues involved in community initiatives.
Even if someone walks into our office with an un-related legal issue, I’ll do my best to point them in the right direction. The other day, someone came in to ask about transferring the name on a gravestone.
People remember when you’ve been helpful. It also helps break down any preconceptions they may have of solicitors – and shows them you’re human too.
Conveyancing in the TikTok era
We write articles and regular LinkedIn posts to get information directly to our potential clients. Some people believe TikTok will be the next big thing in conveyancing. I once had a client who, after seeing some conveyancing advice on social media, said to me in a meeting, “That’s not how TikTok said it would be”. Well, in that case the TikTok-er was wrong!
Not everything online is accurate. That makes our role as solicitors ever more crucial in helping people avoid misinformation and poor advice.
As conveyancers, do we want to go into doing TikTok videos? I think there’s value in making legal advice feel accessible and showing solicitors as approachable. But I’m not sure I can see myself filming whilst washing up and talking about exchange of contracts.
The danger of these videos can be that you are only giving somebody fragments of information. You’ve got to make it clear in your comms that proper legal advice cannot be reduced down to a few seconds of video.
Take pride in your work
Conveyancers can sometimes feel commoditised. But the work involves guiding people through one of the most emotional transactions of their lives. You are a trusted adviser, not just a facilitator.
It is always incredibly pressured at our end. Conveyancing is a process – but it is a process where you need to think carefully about the people involved.
Our role has to be done with empathy, while we’re supporting people with one of the most challenging times in their life. That’s especially of instances where we give clients advice they don’t want to hear. On several occasions I’ve had to advise a client not to proceed with a transaction.
It’s hard in the moment. But then clients return and say, “I’ve found a new home instead, and I'm glad we didn't proceed with that one,” and it’s always worth it. I believe in giving clients the news they don’t always want to hear – but showing they can trust me to act in their best interests.
Above all, be yourself
Sarah visits local businesses dressed as Mrs Claus.
If you are genuine, it shows in how you share your advice. Be warm, check in on the other side’s solicitors, return calls – the simple things can make a lasting impression.
I show up as myself when I’m at work. I'm known for ‘Frocks on a Friday’ in the office – I wear a dress every Friday to celebrate the week’s completions. At Christmas I love to get festive and often go around local businesses as Mrs Claus spreading cheer.
When things are tough, look back and reflect on things that went well. It reminds you of the impact you have. It will give you the confidence to grow. You help people – remind yourself why your work matters.
Whether you are advising a first-time buyer or guiding a family through a sale, you bring clarity and reassurance at a time when people need it most.
Lead image: Sarah wears ‘Frocks on a Friday’ and adds some festive cheer to the office.
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