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Solicitors top consumer choice for conveyancing and family

15 June 2011

An average of 77 per cent of consumers buying a house would prefer to use a solicitor rather than a high street brand for their conveyancing and 83 per cent would rather a solicitor handled their divorce, a new report has found.

The report also found that most consumers would prefer to buy legal services following personal recommendation rather than on the basis of a brand’s name.

Faced with the choice between traditional law firms and non-lawyer brands come October, 43 per cent of consumers said a personal recommendation would be by far the most persuasive factor.

The second most significant factor influencing purchase was a transparent pricing structure (17 per cent), followed by the experience of the provider (14 per cent), according to RTS Media’s Legal Services Survey 2011.

Being able to speak to a lawyer on the phone straightaway came fourth, only scoring eight per cent.

The survey did not cross-analyse influencing factors with the type of provider. However, when asked separately whether they would consider buying legal advice from brands not historically connected with legal services, 26 per cent of respondents said they would.

Apparent affordability, location, Google ranking, brand recognisability, professional image and a website that was easy to navigate all scored five per cent of less on the purchasing influence scale.

The survey, which canvassed 500 adults of all ages and socio-economic groups in the North West, also found that older consumers (55+) tended to favour solicitors over the likes of Tesco, The Co-op and The AA when it came to personal injury claims and employment proceedings (75 and 79 per cent respectively).

RTS Media director Ralph Savage said the survey focused on the North West because it is one of the busiest legal scenes in the country and that another survey planned for later this year would look at the whole of the country.

“We expect to see some regional differences but these initial findings should provide food for thought for law firms up and down the country,” Savage said.

“Offering fixed prices, generating a pipeline of client advocates who will recommend services and providing accessible advice over the phone are in many ways the markers of good customer care which typically law firms have not been known for,” the report concluded.

It continued: “Improving, in the eyes of consumers, on these weaknesses while emphasising well-established perceived strengths could prove beneficial to law firms.”

Categorised in:

Financial services & Tax Conveyancing