As an Australian conveyancer, you face two big challenges.
● You have lots of competition – there are about 12,000 Australian businesses that offer conveyancing services, according to a Deloitte report
● You have a hard time proving your value – because many consumers think all conveyancers are the same
So you need to find a way to attract attention and establish a point of difference. If you do that, you’ll find it easier to generate more leads and defend your fees.
Content marketing can help you overcome both those challenges.
Content marketing means publishing content such as social media posts, email newsletters and blogs as a way to market your conveyancing business.
There are two main reasons content marketing is such a clever strategy for conveyancers.
First, property buyers and sellers go online every day to find answers to their questions. Naturally, if they discover this helpful information via your blogs or social media posts, they’ll be far more likely to engage your services than if they find this information elsewhere.
Second, the more of your expert information they consume, the more knowledgeable and trustworthy they’ll think you are.
As a result, content marketing will help you get in front of more potential clients (and referral partners) and differentiate yourself from all the other conveyancers.
If more clients knew you existed and valued your expertise, would you generate more business?
Obviously.
That’s why smart conveyancers do content marketing.
Here are five topic areas you can cover in your blogs, emails and social media posts:
Potential clients are scouring the internet and social media every day to find answers to their questions. If you don’t provide them with the information they seek, one of your conveyancing rivals will.
Bingers are buyers. If potential clients are binge-reading your content, there’s a very good chance they’ll ‘buy’ from you rather than another conveyancer.
Conveyancers benefit from a mix of educational content that helps buyers and sellers understand the conveyancing process, combined with clear website copy that communicates their services, qualifications and process. Blog articles on topics like what happens at settlement, what searches are required, the difference between a conveyancer and a solicitor and what to look for in a conveyancing quote all attract relevant readers. Social media content that demystifies common concerns builds approachability. Case studies that highlight smooth, problem-free transactions reassure prospective clients who may feel anxious about the legal aspects of a property transaction.
Conveyancers are focused on managing transactions, meeting deadlines and supporting clients through complex processes. Content marketing requires consistent effort over time and that consistency is difficult to maintain when writing competes with the demands of client work. Outsourcing to a copywriting specialist who understands the legal and property sectors ensures your content is accurate, clearly written and published reliably. Professionally produced content also performs better in search and makes a stronger impression on potential clients, making it a sound investment for conveyancing firms looking to grow.
An effective conveyancing website makes the process feel less intimidating for first-time buyers and sellers who aren’t familiar with what conveyancing involves. Clear, jargon-free explanations of your services, a transparent overview of the process and visible pricing information all reduce the uncertainty that can prevent visitors from making contact. Strong client testimonials and a simple, obvious call to action complete the picture. Website content that speaks directly to the concerns of buyers and sellers builds the confidence needed for someone to choose you over a competitor.