In many industries sales still carries the weight of old stereotypes: high pressure, slick scripts and a focus on numbers over nuance.
But these are industries where what you’re selling is a nice-to-have and the goal is to convince the customer of its value. Shouting the loudest is often the only way to get cut through.
Conveyancing isn’t a nice-to-have – it’s a necessity. You can’t buy a house without a conveyancer so its value is a given. For customers, differentiating one firm from another is the challenge.
All conveyancing firms sing from the same hymn sheet when it comes to the rules and regulations, so it’s a company’s values that sets it apart.
BEST SERVICE
Sales in this instance isn’t about who shouts the loudest – it’s about who provides the best service. Buying or selling a house is a big deal. The stakes are more personal, and the process is complex. Customers are looking for a conveyancing firm that has their best interests at heart.
This is especially crucial as conveyancing is often one of the least understood parts of the homebuying journey. Many clients don’t arrive with a clear set of expectations.
They come with anxiety, questions and a need for reassurance. In this context, the key to effective sales is showing up as a guide. It’s about asking the right questions, picking up on what’s unsaid, and translating technical language into something human. Building long-term relationships where trust is earned, not assumed.
CONVEYANCING MATTERS
So, speak to your client, build a rapport and be curious. Finding out your customer’s motivations is an easy way to start building that relationship. Understand what they want and need to achieve.
They want to get the transaction completed. They want to upsize. They want to be in their new home by Christmas.
They need a conveyancer. It’s a key service. Like health insurance or childcare – it matters. So be curious.
Curiosity shows interest in the client’s unique situation. Whether it’s buying, selling or remortgaging, it’s crucial to care and support your customer on their journey.
SHARED UNDERSTANDING
The next step is a sales team with structure, standards and a shared understanding of what ‘good’ looks like. When I first joined Movera, we had serious work to do when it came to training policies and quality assurance.
But in the year since, we’ve created a new business team from the ground up, combining existing employees who know the industry inside and out with some fresh faces who have sales experience at their core.
They’re a team that know what they’re doing and how they should be doing it. They’re well trained and supported so they feel safe showing up for work and doing what they need to do.
LISTEN TO YOUR CUSTOMERS
Finally, you must be tuned in to what your customers are saying. Your conversion rate might be telling one story, but your customers could be telling another. Making sure these stories align is key.
What are your customers saying? And do your sales team know what the customer is experiencing? If they haven’t studied the website and seen the comms emails – if they don’t see what the customer sees – they can’t possibly understand the end-to-end customer journey. Work out what the customer is experiencing, and you’ll soon be able to sell it better.
The phrase “selling isn’t shouting” may sound simple, but when it comes to services like conveyancing, it’s not about who shouts the loudest, it’s about listening to your clients’ needs and reacting to feedback.
Break the status quo by doing better in a crowded marketplace. At Movera, we’re all about providing a better home moving experience, and we can only do that by stepping into our customer’s shoes, taking on board their experiences and rebuilding the system from the ground up.
