How can a conveyancing firm win more instructions?
In short
Naelar's conveyancing marketing services help firms win more instructions from their own quote requests and rely less on paid referrals and bought conveyancing leads. Every lead stays exclusive to the firm: Naelar doesn't buy, sell or share leads.
The first step is plain arithmetic. See what each source of quote requests earns once you've paid for it.
This page is for owners and practice managers. We're not a law firm and don't give legal advice. Your firm signs off every page, ad and message before it goes out.
What does each quote source earn after its cost?
Take the fee, subtract what the source costs you per instruction, and multiply by the quote requests that instruct. Do it for each source separately.
A referral can look cheap because it instructs often. An enquiry from your own website can look expensive because fewer people go ahead. Neither tells you much until both sit side by side, on your own numbers.
- Quote requests a month
- 40
- Share that instruct
- 50%
- Fee per instruction
- £1,000
- Paid to the referrer, each
- £400
- Net per instruction
- £600
- Net a month (20 instructions)
- £12,000
- Quote requests a month
- 40
- Share that instruct
- 25%
- Fee per instruction
- £1,000
- Ads per quote request
- £10
- Net per instruction
- £960
- Net a month (10 instructions)
- £9,600
If Source B went from 25% to 35% instructing: 14 instructions, £13,600 a month.
Made-up round numbers to show the sum. Not UK benchmarks, and not a forecast.
In the example, your own website earns more per instruction. The referrer earns more in total, because twice the share of its quote requests instruct. That second gap is an intake question, and it's the one you control.
The last line of the example is a sum, not a promise. It shows what you'd be testing if you worked on how your own quote requests are handled.
How the calculator works. It runs in your browser, and nothing you type is sent or stored. The boxes start empty because we don't have UK figures we'd stand behind as a default.
Count a quote request once, under the source that sent it. Leave a cost box empty if that source costs nothing per instruction or per request.
What has this done for a conveyancing firm?
One firm we work with, 2 September to 26 October 2026. Results vary by firm, area and market.
| Measure | Figure | Dates |
|---|---|---|
| Leads in the firm's CRM, all sources | 1,238, of which 437 from Compare My Move | 2 September to 26 October 2026 |
| Quote page visits that became leads, old page | 7.0% (155 of 2,200) | 9 to 22 September 2026 |
| Quote page visits that became leads, new page (live from 23 September) | 11.4% (377 of 3,293) | 13 to 26 October 2026 |
| Instructions recorded in the CRM | 66 of the 1,238 leads. The CRM only counts instructions staff mark, so the firm's own count is higher | 2 September to 26 October 2026 |
The table counts results. The diagram below follows one enquiry through the same system, with the firm's own figures below it and in the table. Each step has its own dates and count, so the numbers do not add up from one step to the next.
- Enquiry and quoteThe quote goes out by email within seconds.
- Follow-up emailsLeads who haven't instructed join the follow-up sequence.
- InstructionAn instruction, or six months of emails.
719 buying leads entered the follow-up sequence from 28 September. Of 710 buying leads quoted since 28 September, 49 instructed, 6 of them more than 7 days after their first quote. The records don't show how many instructed because of the emails.
One firm's own records: quote page 13 to 26 October 2026, quote speed 2 September to 26 October, emails 28 September to 26 October. Results vary by firm, area and market.
Those are one firm's figures, not a forecast for yours. Here is what we built for it.
- A landing page that collects and qualifies each enquiry, works out the quote and sends it automatically, for purchases, sales, sale and purchase together, and remortgages.
- The quote reached the lead in a personalised email in a median of 6 seconds (2 September to 26 October 2026), with a branded PDF brochure and a text message.
- Leads from Compare My Move, a quote comparison platform, go through the same quote system and get that first quote only. From 6 to 26 October, 442 of 443 were quoted automatically.
- A CRM built for the firm, so staff can edit a lead, amend a quote quickly and resend it. Our guide to what the quote stage needs from a conveyancing CRM covers the fields.
- Six months of follow-up emails for people who came through the firm's own landing page and haven't instructed, matched to their area and matter.
How the follow-up emails work is in our nurture email guide.
The firm owns all of it: the landing page, the CRM and the ad accounts. Every email carries an unsubscribe link, and messages go only to people who have given the consent the ICO's guide to PECR describes.[7]
The longer account is in a conveyancing lead system built for one firm.
How do the usual sources of conveyancing work compare?
Each one costs the firm something different: a share of the fee, a fee per lead, a click, or time.
| Source and what it costs you | What to ask or check |
|---|---|
| Estate agent referrals A payment per instruction, or a share of your fee | Referral disclosure rules apply (see the rules section below). Ask the agent for its fee in writing and enter it in the calculator. |
| Mortgage broker and developer referrals The same pattern as agents | Volume rests on one relationship. Ask for the fee in writing, as with agents. |
| Lender panels Time and accreditation to join and stay on | A panel decides whether you can act for that lender's borrowers. It doesn't send quote requests by itself. Ask each lender for its current criteria. |
| Comparison sites and lead sellers A fee per quote request or per instruction | Legal Brokers lists a "fixed fee per enquiry" and shows no amount.[5] Ask any other seller for its fee before you sign. |
| Google Ads on quote searches A price per click, set by auction | Lead sellers bid on the same searches. Legal Brokers says it runs "the Google marketing, search engine optimisation and pay per click" itself.[5] Judge your own ads on cost per instruction, not cost per click. |
| Local SEO and reviews Mostly time | Brings "conveyancing solicitors near me" style searches to your Google profile. How much work that brings varies by town, so track it as its own source. |
| AI answers Mostly time | ChatGPT and Google AI Overviews answer questions about conveyancing costs. We haven't tested whether they name a single firm. |
More on each source:
- Three sellers' terms are compared in our guide to conveyancing leads and panels.
- For ads, see Google Ads for conveyancing solicitors.
- For search, see local SEO for conveyancing solicitors.
Are conveyancing leads worth buying?
Sometimes, if you know the cost per instruction. Conveyancing leads are quote requests bought from a comparison site or lead seller, and some sellers send the same request to more than one firm.
A fee per enquiry looks small until you divide it by the share that instruct. Legal Brokers quotes "typical conversion rates seen by our panel firms" of 5% to 15%.[5] At those rates one instruction takes between about 7 and 20 enquiries.
Put the seller's fee and your own instruction rate into the calculator above. How three sellers charge, and what their pages leave out, is in our guide to conveyancing leads.
What is a conveyancing panel, and does it bring work?
A lender's conveyancing panel is its list of firms allowed to act on its mortgages. It keeps you eligible but doesn't send quote requests.
Lead sellers also call the firms that buy from them a "panel". That kind of panel is a paid source, and belongs in the calculator with the others.
The difference between the two, and the SRA referral rules that apply to paid panels, are in our guide to conveyancing panels.
What does conveyancing marketing cover?
Conveyancing marketing is how a firm gets its own quote requests. It covers ads on quote searches, your Google profile and reviews, a clear fee page and someone to answer.
In our UK keyword data, people search for prices far more than for firms. Where to read more:
- What people type, and what a quote form should ask: a conveyancing quote calculator on your own website.
- The whole site, with your domain, your fee page and quote forms wired to your CRM: law firm website design.
- Paid search is the fastest of these. What UK clicks cost and how to set up a first campaign: PPC guide for law firms.
- Local SEO is slower and keeps working. The "near me" searches: local SEO for conveyancing solicitors.
- Other practice areas: all our law firm marketing services.
Which rules apply to price pages and referral fees?
Two sets of SRA rules matter most here: what your price page shows, and what clients hear about referrals. Our checklist guide owns the detail.
- The SRA Transparency Rules list residential sales, purchases and remortgages among the services whose price and service details have to be published.[1]
- Under Code of Conduct paragraphs 5.1 to 5.3, clients are informed of any fee sharing arrangement relevant to their matter.[2]
- The fee sharing agreement is in writing.[2]
The conveyancing section of our SRA Transparency Rules checklist takes each item in turn, with sample wording. This page is written for SRA-regulated firms. Licensed conveyancers work under the Council for Licensed Conveyancers and its own rules.
Your COLP (compliance officer for legal practice) signs off the price page and any referral wording. We build the page; we can't tell you it meets the rules. Check it with your compliance officer before it goes live.
What do lead sellers leave out?
Lead-seller pages often leave out the fee, how many firms see the enquiry and how conversion is measured. Ask before you sign.
We read two pages that sell to conveyancing firms on 9 October 2026. Both are open about some things and quiet on others.
Legal Brokers sells conveyancing enquiries. It says "up to a maximum of four law firms advertise per campaign".[5] It doesn't say whether one enquiry goes to one firm or to several. It quotes "typical conversion rates seen by our panel firms" of 5% to 15%, without saying how conversion is counted.[5]
Conveyancer Plus runs outsourced sales: it follows up a firm's enquiries and converts them in the firm's name. It says it works "at zero service fee".[6] Its conversion rates are labelled as "indicative figures based on industry benchmarks and Conveyancer Plus partner data".[6] The page doesn't define what counts as a conversion.
Neither page is doing anything unusual by leaving these out. They're just the questions worth asking any seller:
- Does each enquiry go to us alone, or to other firms too?
- What's the fee, and is it per enquiry or per instruction?
- What counts as a conversion, and over what period?
- How is the service paid for, and does that create fee sharing we'd have to tell clients about?
- How do you find the people who ask for quotes?
That last question matters because Code paragraph 5.1 covers how an introducer gets its clients.[2] A referred client must not have been acquired in a way that would breach the SRA's rules if the introducer were regulated.
Does a faster reply win the instruction?
The UK evidence is thin and partly paid for by vendors. Here's what we could check.
A YouGov poll for Thirdfort, which sells risk management software, asked 2,054 consumers about using a conveyancer.[4] Nearly half (45%) named slow response as their main complaint.[4] That poll ran in 2023, and it's about the whole purchase, not the first reply to a quote.
The Legal Ombudsman's figures point the same way. In Q3 2025/26, 647 of the complaints it accepted (36%) were about residential conveyancing.[3] It adds that the area sees a high volume of transactions, which partly explains the number.[3] Across all areas, 47% of accepted complaint types were about poor communication or delay.[3]
We found no UK study that measures how reply time changes instruction rates. So the calculator records your reply time next to each source and leaves the conclusion to you.
What does not work for conveyancing marketing?
Chasing consumer quote searches with a marketing page doesn't work, and no UK evidence shows a quote calculator raises instructions.
- Writing articles for quote searches. People typing "conveyancing quote" want a price today. A clear fee page and a quote form serve them; a blog post doesn't.
- Promising a lift from an instant quote tool. We found no UK data on what one does to instruction rates. Build one because buyers ask for a price, and measure it yourself.
- Copying a seller's conversion rate as your target. You can't compare a figure when you don't know what it counts. Use your own numbers from the calculator.
- Dropping a panel or a referrer before you can replace the work. The aim is a bigger share from your own channels, at your pace.
- Buying or reselling leads, or contacting people who haven't asked. Code paragraph 8.9 limits approaches to the public, except current or former clients.[2]
What does Naelar do for a conveyancing firm?
Naelar builds the firm's own route to quote requests and makes sure each one is answered and tracked to instruction. Nothing goes out before the firm signs it off.
What we build
- Google Ads on the searches your fee page can answer, judged on cost per instruction. See PPC management for solicitors.
- Your Google Business Profile, reviews and how AI tools describe you. See local SEO and AI search.
- A residential fee page and quote form, for your COLP to sign off. The free conveyancing quote builder shows what a lead would get back.
- Intake and CRM, so every quote request is logged, answered and followed to instruction or a clear no. See intake and CRM. For the quote stage, read what a conveyancing CRM needs to do.
- Quote acknowledgements and follow-up that run on their own, in your tools or on our own automation server. See conveyancing quote software and follow-up emails for unconverted quotes.
- Remote intake and admin staff to answer and chase quote requests. See remote intake and admin staff.
What we won't do
- Tell you to leave a panel or a referrer
- Buy, sell or share leads
- Contact people who haven't asked you for a quote
- Publish a fee page or ad before your COLP signs it off
- Tell you a page meets the SRA rules. That's your COLP's call.
Who you would work with is covered on the about page.
Who does the work
Who builds your quote handling?
Rishabh Goria, Naelar's founder. Before Naelar he ran intake, marketing and systems from inside law firms for four years. The quote handling on this page comes out of that work.
You speak to him from the first call, not to a sales team. He'll say so plainly when something isn't worth your money, including our own services.
Who is this for, and who isn't it for?
Residential conveyancing teams at SRA-regulated firms that already get quote requests from more than one source.
It suits a residential team with someone who can answer quote requests the same way every time. You'll get most from it if you can tell where each request came from, or want to start counting.
It isn't a fit if any of these sound like you:
- You want to buy more leads, or sell on the ones you don't use.
- You want a promised instruction rate. We can show you the sum, but nobody can promise the result.
- Nobody can answer the quote requests you get now. Start with intake and CRM before adding more.
Questions conveyancing teams ask
Short answers that point to the primary source rather than give a legal view.
Can a conveyancing firm pay estate agents for referrals?
It depends on who regulates the firm, so we point to the rules rather than answer for you. For SRA-regulated firms, Code of Conduct paragraphs 5.1 to 5.3 cover introducers and fee sharing.[2] Licensed conveyancers follow the CLC's own rules. Your COLP has the final word.
What must a solicitor publish about conveyancing prices?
Rule 1.5 of the SRA's price and service rules starts with cost.[1] That's "the total cost of the service or, where not practicable, the average cost or range of costs".[1] It goes on to the basis of your charges, likely disbursements and who does the work.
Are bought conveyancing leads exclusive to one firm?
Not always, and seller pages don't always say. Legal Brokers says up to four law firms advertise per campaign, and its page doesn't say whether one enquiry goes to one firm or several.[5] Every lead Naelar brings in stays exclusive to your firm; we don't buy, sell or share leads.
How fast should we reply to a conveyancing quote request?
We found no UK study that measures it, so we won't give you a number. Reply the same way every time, with the price and what it includes. Log the time of the first reply so you can compare sources in the calculator.
What does a growth partner do that a panel doesn't?
A panel or comparison site sends you quote requests and takes a payment for them. A growth partner builds your own route to quote requests, such as ads, your Google profile and your fee page, plus the intake behind it. The people who ask you for a quote come to you, not through a third party.
Sources
- Solicitors Regulation Authority, "SRA Transparency Rules", rules 1.3 and 1.5, sra.org.uk/solicitors/standards-regulations/transparency-rules/. Checked 9 October 2026.
- Solicitors Regulation Authority, "SRA Code of Conduct for Solicitors, RELs and RFLs", paragraphs 5.1 to 5.3 and 8.9, sra.org.uk/solicitors/standards-regulations/code-conduct-solicitors/. Checked 9 October 2026.
- Legal Ombudsman, "2025/26 quarter 3 complaints data" (1 October to 31 December 2025, provisional), legalombudsman.org.uk/information-centre/data-centre/complaints-data/202526-quarter-3-complaints-data/. Checked 9 October 2026.
- Legal Futures, "Nearly half of homebuyers say lawyers are too slow in responding", 1 November 2023, reporting a YouGov poll for Thirdfort (a risk management software company), legalfutures.co.uk/latest-news/nearly-half-of-homebuyers-say-lawyers-are-too-slow-in-responding/. Checked 9 October 2026.
- Legal Brokers Ltd, "Conveyancing Leads" (a lead seller's own page), legalbrokers.com/conveyancing-leads. Read 9 October 2026.
- Conveyancer Plus, home page (a conversion service's own page), conveyancerplus.co.uk. Read 9 October 2026.
- Information Commissioner's Office, "Electronic mail marketing", guide to PECR, ico.org.uk, guide to PECR: electronic mail marketing. Checked 20 October 2026.
Read next
Other firms we work with: Family law, Immigration and Wills and probate firms.
More for conveyancing firms: Conveyancing CRM · Lead generation case study · Nurture emails · Leads and panels · Quote calculators · Google Ads · Local SEO · Quote software · Free quote builder
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