I’ve spoken to hundreds of law firms about marketing. Most tell me they rely on past clients to return or tell a friend. That’s a solid strategy when it’s done well. The result is a consistent flow of qualified clients. The trouble starts when I ask lawyers to explain their process for following up on past clients.
Let’s think about Conveyancing. According to various Real Estate reports, homes sell on average every 7 to 10 years. If so, your clients from 2014 to 2017 will be moving soon. Do they still consider you, their lawyer? Or will they start searching for someone to do their conveyancing without remembering you? Hopefully, they will find you in a Google search and reconnect, but should you leave it to chance?
Unfortunately, many lawyers lack an effective CRM (Customer Relationship Management) software program to manage this process. This software is not hard to install and will give you reliable information about your relationship with the client.
If it is essential to contact people who have already bought from you, please take some time to document the process and develop a clear communication strategy.
You’ll know your efforts are working when:
It feels like catching up with an old friend.
People who’ve bought from you before already know what you’re all about. They trusted you once and are way more likely to do it again. It’s all about keeping that trust and friendship alive.
It saves you money, big time.
Consider it: convincing someone new to buy from you costs much more than just chatting with someone who already likes your stuff. Plus, your old customers are more likely to buy again, giving you more bang for your buck.
Word of mouth is priceless.
Happy customers don’t just come back; they bring their friends. It’s like having your fan club spread the good word for free.
You get to be a thoughtful friend.
Remembering what your customers like and personalising service to meet their needs?
Creating a loyal tribe.
Keep the conversation going; you’re not just a business anymore but an important part of the community.
Hoping people will come back isn’t a strategy. Working a proven process is a strategy that will pay dividends yearly and is especially valuable if and when it’s time to sell.