The Three Pillars of Future-Proof Conveyancing: AI, Relationships, and Collaboration

Today I watched two inspiring conveyancing related TED Talks, Chris Barry's take on building relationships and Paul Sams' discussion on collaboration. Both speakers offered valuable insights, one into the impact of artificial intelligence (AI) on conveyancing and in particular, the impact on relationship building, and the other on the importance of collaboration between professionals. Although separate discussions, for me they are connected.

It's clear that conveyancing is at a pivotal moment. AI is reshaping the way professionals work - with next generation technologies bringing process improvements, increased efficiency and much more. However the industry quite rightly, remains fundamentally built on trust and relationships - with real people.

Building Relationships in Professional Services

Chris Barry, who has spent decades in the industry, emphasises that relationships remain at the heart of professional services. Despite advances in AI, he believes the fundamental way businesses grow has not changed: people trust recommendations. According to Barry, 80% of clients choose their solicitor based on recommendations, proving that personal relationships still carry immense weight in decision-making.

The landscape has definitely shifted over the last few years. Remote communication has expanded the reach of professionals, allowing them to engage with more clients and partners than ever before. Video calls and live chat/messaging cannot replace face-to-face, but as we saw throughout the pandemic, it certainly helped many relationships flourish.

The accelerated growth of AI - in particular around communication, video and audio, is making it increasingly difficult to tell the difference between a robot and a real human. Some may see this as ground-breaking and the way forward. Others might see it as terrifying and open to wide-scale abuse, providing many new opportunities to scammers - particularly given you can replicate absolutely anyone these days. However, even with these digital advancements, face-to-face interactions are still the preferred choice for many, because time and time again, they have proven to be the most effective in fostering those deep, trust-based relationships.

The Role of AI in Conveyancing

As mentioned earlier, AI is making significant inroads into the industry, promising increased efficiency and automation. Chris Barry points out that OpenAI's extensive investment in large language models was quickly outpaced by the more cost-effective and rapid development of DeepSeek's technology. This acceleration suggests that AI will soon play a crucial role in conveyancing, handling administrative tasks and document processing with unprecedented speed.

One of AI's most compelling advantages is its ability to operate 24/7. Unlike human staff, AI agents can process client information outside of regular business hours, ensuring that cases move forward without delay. This capability is particularly beneficial for handling routine administrative work, freeing professionals to focus on higher-value tasks.

The Power of Trust and Awareness

Trust is the foundation of success in conveyancing. But what if two firms have access to the same AI-driven efficiencies, how can buyers and sellers differentiate between them? What makes one stand out over the other? The answer lies in relationships, personal branding and social proof. While AI can streamline processes, it cannot replace the human elements of building trust, providing reassurance, and delivering a personalised service. With so many firms to choose from, those that can establish a strong reputation and credibility are more likely to stand out. WiggyWam provides law firms with the platform and tools they need to increase their visibility, build trust, and attract more clients in an increasingly competitive market.

Building Trust Through Content

One of the most effective ways to engage potential clients is by producing visually compelling content such as articles, videos, and podcasts. These allow conveyancers to demonstrate their expertise, address common client concerns, and educate buyers and sellers about the process. A well-informed client is more likely to feel confident in their choice of conveyancer. WiggyWam supports this by enabling professionals to share blog posts, host Q&A sessions, and publish market updates. The platform also allows for video integration, where firms can upload explainer videos to their profile, adding a personal touch to their communication. Conveyancers can also participate in industry discussions and podcasts to extend their reach further.

Personal Branding Is Another Key Factor In Standing Out Within A Crowded Marketplace

Clients don't just choose a firm; they choose the people behind it. A strong personal brand makes a conveyancer appear authentic, unique, and memorable. Those who showcase their expertise, reliability, and commitment to client service are more likely to be recalled when needed. WiggyWam facilitates this by providing professional profiles that highlight expertise and client testimonials. The platform also allows conveyancers to collect verified client reviews, reinforcing their reputation, trustworthiness and authenticity.

Regular Exposure Is Vital In Building Familiarity With Potential Clients

When people repeatedly see a firm's name, content, or testimonials, they develop a sense of trust and recognition, making them more likely to engage when they need conveyancing services. WiggyWam ensures solicitor profiles rank well in search results, keeping them visible to potential clients and with linkbacks to their own websites. The platform also integrates with social media, enabling conveyancers to display social media posts from other platforms, and also share their WiggyWam posts across different channels, to maximise their reach and exposure.

Providing Value Through Education Is Another Key Aspect Of Establishing Trust

Clients appreciate firms that offer clear and helpful information about conveyancing, as it helps them navigate the process with confidence. Conveyancers who position themselves as educational resources can foster long-term engagement and become the trusted first choice in their field. This should be a no brainer for any firm. Done once - used forever! WiggyWam supports this by allowing firms to publish guides, FAQs, and articles on common conveyancing topics. The platform also facilitates live webinars and online events, where conveyancers can answer questions in real-time and build credibility. Knowledge-sharing forums further enable professionals to engage with clients and industry peers, helping them establish their authority in the market.

Trust Is Not Built Overnight - It Requires Consistent Engagement And A Positive Reputation

Firms that maintain a strong online presence, regularly share updates, and interact with clients are more likely to develop long-term relationships and credibility. WiggyWam provides a dedicated platform where firms can engage with clients at any time, ensuring they remain accessible and responsive. Conveyancers can collect and display verified reviews and recommendations, giving potential clients reassurance about their expertise and reliability. The platform also offers lead generation tools, allowing conveyancers to connect directly with buyers and sellers, reducing reliance on expensive marketing campaigns and third-party referral sites.

In an era where social proof and online reputation significantly influences decision-making, conveyancers must be proactive in their engagement with potential clients. WiggyWam provides a comprehensive platform that enhances their reach, strengthens their credibility, and streamlines client interactions, ensuring they remain the preferred choice for buyers and sellers. By joining WiggyWam, conveyancers can take control of their brand, reputation, and client engagement, helping them grow their business in a highly competitive market.

Collaboration and Positivity in the Industry

Paul Sams, Managing Partner at D Gregory & Sons, echoes Chris Barry's sentiments but also highlights another crucial aspect: positivity and collaboration. Sams believes that conveyancing is not just about processing paperwork; it's about people. The process of buying or selling a home is a significant life event, and the professionals involved play a key role in ensuring a smooth transition.

Sams emphasises that a positive work environment enhances communication, efficiency, and overall morale. Clients can tell when they are dealing with a professional who enjoys their job. A friendly, reassuring conveyancer can make the home-buying experience far less stressful for clients.

Collaboration is another cornerstone of success in the industry. Estate agents, mortgage brokers, removal firms, and financial institutions all play a role in the conveyancing process. When these professionals work together harmoniously, they create a seamless experience for clients, reinforcing trust and satisfaction. In addition, it provides networking opportunities, helping professionals connect with estate agents, mortgage brokers, and other key players to increase referrals and grow their business.

The Client Journey and the Importance of Professional Networks

Clients typically embark on their property journey by consulting mortgage brokers or estate agents rather than conveyancers. Chris Barry underscores the importance of nurturing relationships with these professionals, as they are often the first point of contact for potential clients. Relying solely on Google Ads or social media for lead generation can be ineffective because it turns the decision-making process into a price competition rather than a trust-based one. Instead, firms should focus on delivering exceptional service to existing clients and professional partners. Satisfied clients and trusted industry contacts will generate referrals, which, as research shows, account for the majority of new business in conveyancing.

The Future: Balancing Technology with the Human Element

While AI and automation will undoubtedly reshape the industry, the human touch will remain the ultimate differentiator. AI can handle repetitive tasks, generate marketing content, and streamline processes, but it cannot replicate the depth of a trusted professional relationship.

Barry and Sams both agree: the conveyancing firms that will thrive in the future will be those that successfully integrate technology without losing sight of the personal relationships that drive business. By fostering strong professional networks, embracing social media to build trust, and maintaining a positive, client-centred approach, conveyancers can navigate the evolving landscape while securing their place as indispensable partners in the property transaction process.

AI and digital efficiencies may streamline operations, but the importance of relationships, trust, and collaboration remains steadfast. Professionals who strike the right balance between leveraging technology and nurturing human connections will be best positioned for long-term success. As Barry and Sams highlight, the future of conveyancing is not just about efficiency - it's about people. 

You can watch both TED Talks below:

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