Conveyancing leads and panels: what each one costs your firm

This guide is for partners and practice managers in residential conveyancing at SRA-regulated firms who buy leads, sit on lender panels, or are deciding whether to. It covers how each source is paid for, what to ask before you sign and the SRA referral rules. The sums use the margin calculator on our conveyancing marketing page. This isn't legal advice.

What are conveyancing leads?

A conveyancing lead is a person who has asked for a conveyancing quote and whose details are passed to a firm for a fee. Most come from comparison sites, where buyers and sellers enter their move and compare prices.

Firms looking for them search "conveyancing leads" about 40 times a month in the UK, according to DataForSEO. On 8 October 2026, the top five Google UK results for that search were all lead sellers or conversion services. No independent guide made the top five, which is why we wrote this one.

A lead is not an instruction. It's someone who asked several firms for a price and may pick any of them, or none.

How do lead sellers charge for conveyancing leads?

They use three models: a fixed fee for each enquiry, a charge when contact details are exchanged, or a commission when the matter completes. Here is what three sellers say on their own pages.

None of the three pages shows an amount, so the only way to know the price is to ask in writing.

The conversion figure matters as much as the fee. Legal Brokers quotes "typical conversion rates seen by our panel firms" of 5% to 15%.^[2]

That range gives these sums (ours):

• At 15%, one instruction takes about 7 enquiries.
• At 5%, it takes about 20.

So the true cost of an instruction is the fee per enquiry multiplied by somewhere between 7 and 20. The page doesn't say how a conversion is counted, so treat that range as the seller's own figure. Your own numbers, kept for three months, are the ones to trust.

Ask each seller in writing

• What is the fee for each enquiry, each contact exchanged, or each completed instruction?
• How many firms see each enquiry?
• How do you find the people who ask for quotes?
• How do you count a conversion?

What is a conveyancing panel?

"Conveyancing panel" means two different things: a lender's list of approved firms, or a lead seller's list of buyers.

Lender panels

Usually it's a lender panel: the lender's list of firms it lets act on its mortgages.

LenderPanel.com describes itself as "the UK directory of lender-approved conveyancing solicitors".^[5] It tells home buyers to "check that a lawyer is on your lender's list of approved solicitors".^[5] That's why people search for named lenders' panels. "Halifax conveyancing panel" gets about 50 searches a month, and several other lenders about 30 each (DataForSEO, Google UK).

Being on a lender panel keeps you eligible. It doesn't send quote requests by itself. A buyer whose lender doesn't list you may have to go elsewhere, so treat panel membership as something to protect, not a marketing channel.

Lead sellers' panels

A seller's "panel" is different. It's the list of firms that buy its enquiries, whether joining is free or paid.

Leads, panels or your own enquiries: what does each cost?

Each one costs something different, and only your own enquiries reach you alone. This table sets them side by side.

Comparing the rows needs your own figures: quote requests a month, the share that instruct, the fee and what each source costs. The quote-to-instruction margin calculator on our conveyancing page takes four sources side by side and shows the net fee each leaves you. It runs in your browser and nothing you type is sent.

What did leads from ads and a comparison site cost one firm?

It depends on the channel, the area and the market, but one firm's figures give a sense of scale. These are from a conveyancing firm we work with, and results vary by firm, area and market.

Set those against a seller's fee per enquiry, once a seller tells you what it is. A lead from your own ads reaches your firm alone. Legal Brokers, for one, has up to four firms advertising in each campaign, and its page doesn't say whether an enquiry goes to one firm or several.^[2]

These are the firm's own costs per lead, not a Naelar fee. Naelar never charges per signed case or takes a share of the firm's fees.

Leads from Compare My Move

The same firm also takes leads from Compare My Move, a quote comparison platform. Those leads go through the same automatic quote system as its own landing page: 442 of 443 were quoted automatically, in 17.8 seconds on average. Compare My Move leads get only that first quote and never go into the follow-up emails.

Compare My Move sent 443 leads in the three weeks from 6 October, and the CRM holds 437 Compare My Move leads. Google Ads sent 114 in eight weeks.

Compare My Move leads had three weeks to instruct, the others up to eight, and the CRM undercounts instructions, so the rates are not like for like. With 9 to 30 instructions per source, gaps that size could be chance. A comparison site brings volume, and people who are comparing prices on purpose.

Building your own enquiries has its own costs. See our Google Ads guide for conveyancing solicitors for what clicks cost, and local SEO for conveyancing solicitors for showing up in "conveyancing solicitors near me" results.

Why do conveyancing leads need follow-up for months?

Because many aren't ready to instruct when they ask for a quote. Some are waiting on a property chain, and many are only comparing quotes. In our view, the more chances you have to stay in front of them, the better your chance of the instruction.

In the system we built for the firm above, anyone who asked through the firm's own landing page and hasn't instructed goes into six months of emails. Each one matches the person's area, their type of move and how they responded to earlier emails. Some people come back and instruct while the emails are still running.

The longer account is in a conveyancing lead system built for one firm, and follow-up emails for unconverted quotes explains how the follow-up works.

Follow-up emails are marketing. The ICO's guide to PECR says they need the person's specific consent or the narrower soft opt-in.^[6] So the quote form asks for consent, and every email has an unsubscribe link.

Which SRA rules apply to referrals and fee sharing?

Code of Conduct paragraph 5.1 covers any third party that introduces business to you or shares your fees.^[1] Each point is one line here; the source has the full wording.

• Clients are told about any financial interest an introducer has in referring them to you.^[1]
• Clients are told about any fee sharing arrangement relevant to their matter, and that agreement is in writing.^[1]
• A referred client must not have been acquired in a way that would breach the SRA's rules if the person who acquired the client were regulated by the SRA.^[1]
• Paragraph 8.9 bars unsolicited approaches to members of the public who aren't current or former clients.^[1]

The rules are in the SRA Code of Conduct for Solicitors, RELs and RFLs. If a seller takes commission on completed instructions, ask your COLP whether that is fee sharing your clients must hear about. The third point is why it's worth asking any seller how it finds the people who ask for quotes.

Where referral wording goes on your site and in client care letters is in the referrals section of our SRA Transparency Rules checklist. Your compliance officer has the final word on any lead or referral arrangement.

How do legal leads work outside conveyancing, such as wills?

The same way: a seller passes you the details of someone who asked for help, and you pay for it. Put the same questions to any seller of legal leads: who else gets the enquiry, how you are charged and who keeps the data.

Wills and probate teams can use the same table, including for will writing leads. Where to read more:

• Marketing for wills and probate solicitors: where those enquiries come from.
• PPC management for solicitors: building your own enquiries with ads.
• Local SEO and AI search: building your own enquiries from search.
• Content marketing guide for law firms: what is worth writing for your own site.

Why does Naelar keep every lead exclusive?

Because the firm pays for the enquiry, the firm should be the only one to get it. Every lead Naelar brings in stays exclusive to your firm: we don't buy, sell or share leads.

The ad account, Google Business Profile, website and CRM are set up in your firm's name, and you own them. If you stop working with us, the source of the enquiries stays with you.

We never charge per signed case or take a share of your fees. Cost depends on the channels and the hours of call cover you want, and the first conversation is free.

It won't suit every firm. If you need more quote requests by next month, a lead seller can start faster than building your own route can.