Inside one practice’s digital marketing journey
Innovation and Tech

Inside one practice’s digital marketing journey

By PEXA • Oct 2016

Digital marketing is helping First Class Legal grow by engaging with referrers and customers. Business owner Leonie Jarrett shares some insights.

Conveyancers have long relied on referrals from other professionals such as real estate agents and mortgage brokers. Now the internet is providing new communication channels that allow us to engage with these referrers more frequently, helping to keep us top of mind.

We can also now speak to current and potential customers directly, and earlier in their property purchase process.

Leonie Jarrett, solicitor and principal of First Class Legal, is focusing on digital marketing to help grow her business.

“If you want to expand then you’ve got to look at other avenues and digital marketing in the modern world,” she says. “It comes back to the same old thing, you need to work on your business, not just in it. We’re pushing First Class Legal; we’re the ones you want.”

First Class legal is embracing and testing out new technology to see what can help them grow their business and, in turn, their team.

Build credibility with your website

Jarrett uses the First Class Legal website to build credibility and to tell a story to potential and current clients.

The website provides various benefits for visitors, including:

  • Educational information: explaining what conveyancing is, the difference between a lawyer and a conveyancer, and specialised information for buyers and for sellers.
  • Current updates: with a news blog featuring updates and advice, and links to the company’s Facebook, LinkedIn and Twitter pages.
  • Customer service: with headshots introducing the First Class Legal team, a web-form for new clients to request a quote, and the 1300 phone number and office locations prominently displayed.

Stay top of mind through social media

Jarrett has found Facebook and LinkedIn to be the most valuable channels for her practice so far.

“LinkedIn because of the professional connections, and Facebook has more of the personal connections,” she explains. “It makes your business current. That’s what we want.”

Growing the practice’s followers on these channels and posting relevant updates is all about keeping yourself top of mind among potential customers, and importantly, referrers.

“I have some real estate agents who like our Facebook page. They may see a post and that prompts them to think of us, and then they mention us,” Jarrett says.

First Class Legal has a LinkedIn company page and Jarrett has a personal page. She finds the channel helps her spread her content and add to her business’s credibility. Jarrett also posts regularly to Twitter and has found focusing her energies on a selection of key channels works well.

Retain and remind with a newsletter

Aside from social media, First Class Legal finds the other valuable distribution channel for its content is its monthly newsletter.

The newsletter features current news, developments, case studies and more.

“That’s a matter of showing we’re an authority in conveyancing; we know what’s going on, we’re up with the latest changes – we are very early adopters of change,” Jarrett explains. “Things are always changing in conveyancing so we like to keep people abreast of what’s happening.”

Just like social media, the newsletter helps to remind referrers and satisfied clients about First Class Legal – so they are more likely to recommend or return to the practice when the right time comes.

“There might be the odd person who walks down the street and sees our office. But otherwise, we’ve got to grab them somehow,” Jarrett says.

Continue working on your business 

Jarrett comes back to the point of working on your business; not just in it.

“A lot of people don’t do that, mainly because of time. Conveyancing is an interesting business because it’s very time-pressured and there are pressing dates and timelines and deadlines.”

Succeeding in digital marketing is a matter of regularly stepping outside of the day-to-day of your business, choosing the most relevant channels and posting regular content.

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