Up until the early 90’s, conveyancing work for property purchases or sales need to be done by solicitors. This was an important factor for John, as it was likely that a large percentage of people were still under the impression that a solicitor was necessary in conveyancing matters.
Unlike solicitors, East Coast Conveyancing offered clients a Flat Fee, meaning that people had the comfort of knowing what their conveyancing costs were up front.
Because a large part of East Coast’s client base were referrals from Real Estate Agents, John prepared a direct mail campaign to such agents, alerting them to the benefits of recommending East Coast to their clients.
Likewise, direct mail campaigns were created for “mail lists” which were gained from local council development approvals and other sources (which highlighted the ownership details of new developments around East Coast’s offices.)
Furthermore, John produced a Company Brochure, explaining the full range of services which East Coast offers. This was dropped “en masse” to real estate agents, so that they could distribute this to real estate buyers and sellers.
Additionally, John negotiated excellent rates with major Sydney newspapers, using the creative angle of “using East Coast instead of a solicitor”. The “comparison with Solicitors” is perhaps a little cheeky, but given the relatively new evolvement of conveyancers in New South Wales, John believed it was important to firstly communicate to prospects that they don’t need a solicitor for their conveyancing needs.