Who's in the driving seat: the estate agent or solicitor?

The common consensus is that this year's housing transactions will fall slightly short of the heights of 2014. However, early forecasts still indicate that conveyancers can expect the next 12 months to be busier than any other year since the recession.

This positive outlook means many firms will be out to strengthen their position or make up ground on the competition. Nevertheless, client ownership
is a broader issue that should also be at the top of their agenda. However busy conveyancers get, the balance of power in property transactions still leaves estate agents in the driving seat. Something has to change.

Much has been written
about the gulf or silo mentality between these two players.
Poor communication remains one of estate agents' biggest bugbears with conveyancers; they cite unreturned calls, inexperience and a lack of know-how. For their part, many solicitors are justified in arguing that they should be involved
far earlier in the home-buying process. But how many are batting on the front foot and taking the initiative themselves?

Greater revenues are at stake, and ambitious conveyancers have to continually look outwards to improve business and client relationships. Even today, online property guides warn consumers that solicitors can quickly lose interest once assigned. The profession must consign this stereotype to the past and find better ways to bring new business to the door.

Applying some imagination

Many firms have begun the journey towards become more commercially minded and service focused - essential steps to achieving greater ownership of clients and their futurre business. Plenty have also embraced digital communication tools such as blogging, video sharing and social networking to improve their profile and connections. Once considered 'optional extras', these are fast becoming expected for success service businesses.

You can be sure the leading firms will keep pushing the boundaries in 2015 while others play catch-up. The prospect of change is not one to fear, and even a small conveyancer can find plenty of quick wins and useful tools by taking the time
to apply some imagination.

For example, consider how much easier it often is to find a local estate agent online than
a highly recommended legal professional. The internet is
vital to attracting clients: it is often the first place potential customers will go to assess your offer, even if they found you through a more traditional route. It is also an arena where many estate agents are streets ahead of conveyancers.

Blogging and sharing opinions can help establish a presence
in the local property market, while engaging a search engine optimisation expert can help improve your all-important search ranking. Many firms have begun to improve in this area, and a 2014 report by legal marketing consultancy Conscious Solutions said:
"Law firm websites are becoming easier to navigate and more user-friendly. Visitors are able
to find the content that they
are looking for because of
an increased focus on functional website design."

If this doesn't ring true for
your own business, it is time
to reassess. Confusing websites
only encourages visitors to
look elsewhere. Making a good impression online can be just
as important as doing it face-to-face.

Local firms can take things a step further and make smarter use of geo-targeted advertising on Twitter. A quick daily scan of social media might also reveal potential contacts in the market for property services.

Status quo overthrow

Estate agent and client relationships can also be improved by managing processes more efficiently. Technology can help simplify workflows, iron out creases and increase satisfaction. Whatever your starting point, ambitious firms must continually ask how they can go beyond the conveyancing status quo.

For example, would cloud-based storage help you grow more seamlessly? Could your conveyancing be enhanced by a quicker, more intuitive approach to online search ordering? Removing the need to chase
for updates and micro-manage search providers might free up time to focus on building better relationships and generating new work.

All parties need to work together to best serve the client, but the opportunity is there for conveyancers to take greater ownership of transactions.
Those who work fastest and smartest to create goodwill will be the real long-term winners. It's no easy feat to own the client, but solicitors should seize every opportunity in 2015 to stake their claim. SJ

Mark Riddick is chairman of Search Acumen