Free trial Sign-up

Please leave your name and email and we'll be in contact shortly.



Contact Number


Please complete the sum:        
30 + 4 =

Lead Conversion – how efficient are you?

27th April 2015

Amongst other factors, one of the key drivers of profitability in your business is the ability of your team to convert enquiries to instructions.

Let’s imagine that three firms each spend £5,000 on a marketing campaign that delivers 1,000 enquiries worth around £500 each – a total pipeline worth £500,000.

Firm A converts 35 per cent of all enquiries, so generates £175,000 income. The team at Firm B, has been focusing on their conversion skills over the last year, having invested in mystery shopping and training to support their marketing campaign. They now convert 42 per cent of all enquiries, generating income of £210,000. Firm C is still thinking about implementing a system to track enquiries, and is not sure about spending the training budget on soft skills.

Clearly, if you wish to maximise the number of enquiries that you convert to instructions then you need to know how you are performing at the moment. If you have a team of conveyancers, there is likely to be a broad spectrum of skills amongst them. With enquiries coming in from a wide variety of sources, there will also be variations in the quality of enquiry. It is not enough to know your average conversion rate, you need to be able to drill down into the figures to identify the best sources of leads and the best staff as they can help others to improve.

The first step is to ensure that every single opportunity and its source is recorded on a central system – whether it arrives via your website, the phone, referral from a colleague or estate agent, or even a walk-in.

Second, review how your team responds to each enquiry. Do you have a standard for best practice? Is there a professionally presented template to confirm a quotation? Or are staff free to respond in any way? Are staff trained to handle objections? How do you handle enquiries which arrive out of normal working hours?

Do staff routinely and enthusiastically ask if the person would like to proceed – as the saying goes ‘ you won’t get if you don’t ask’. What happens if you do not secure an instruction immediately? Do you have an effective system for following up? Does your team routinely ask and record why people do not proceed?

All this management information will enable you to monitor your conversion rates as a whole, by team member, and by source of enquiry.

Mystery shopping, a technique embraced by many true service businesses, can then help you to identify how you can improve your performance. It is invaluable for pinpointing where there are strengths and weaknesses in your processes and opportunities for skills development. Used as a carrot, rather than a stick, it will push up standards and increase your conversion rates.

Would you rather be firm A, B or C?



Sue Bramall is Director of Berners Marketing, a consultancy which works exclusively with the legal profession. www.BernersMarketing.com

The client and experts view...

  • thumb1
Latest newsspeech Bubble

CPRs; the practicalities

In our previous blog, we looked at the definitions outlined by the CPRs. In this blog we’ll look at the practical application of CPRs, the sorts of scenarios that come up day in day out and what lessons we can learn from any enforcement action taken. (more…)

CPRs; the implications

In 2014 The Properties Misdescriptions Act was repealed and replaced with the Consumer Protection from Unfair Trading Regulations, otherwise known as CPRs.

The main change was a shift in focus away from caveat emptor, or buyer beware, to greater transparency for those involved in the purchasing or renting of property where agents are historically famous for flowery language and an economic use of the truth! (more…)

Additional penalties for AML failures announced

HMRC have announced they will now levy a Penalty Administration Charge in addition to any penalty imposed for failure to comply with anti-money laundering regulations. (more…)

What do ID documents tell us?

Customer Due Diligence (CDD), which forms part of Know Your Customer or KYC, is an important tool in the estate agent’s armoury when it comes to fulfilling their obligations under the Money Laundering Regulations. (more…)

Residential Abortive Transaction Insurance

ETSOS are delighted to announce a tie up with insurance brokers Northcott Beaton to provide their residential abortive transaction insurance.  (more…)

newsletter sign-up

Sign up for our e-newsletter

Email Address

trial sign-up

Click the Apply button opposite to use our software on a trial basis...

  • etsosnews

  • etsosnews

  • Linkedin Twitter Facebook
    This site uses cookies. Find out more about this site’s cookies.