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Helping With Conversions

We are often asked about what level of conversion rate you can expect, and how to improve that. The short answer is, the conversion rate varies. A bit depends on how much competition you have on your postcodes, but typically the conversion rate is between 1 in 5 and 1 in 9. But there is a lot you can do to help your conversions, and here are some tips.

We now have quite a lot of review feedback on our service and I'm pleased to say that it's nearly all positive. But the negatives we do receive shed some helpful light on the things that annoy people, and highlight some of the things that will help you convert leads into fees.

So let's start with the basics...

First Impressions Count

Your profile is your shop window - it really is the first of first impressions, so you need to make sure it does you justice, and 'sells' your practice.

Making sure your profile is up to date, and reflects your qualifications, skills and experience can make a real difference. You are expecting people to trust your professionalism and attention to detail when conducting a survey, so if your profile is 'thin', with grammatical errors, misspellings or incorrect capitalisation, it's not going to help create the right first impression.

Your profile is your shop window - it really is the first of first impressions, so you need to make sure it does you justice, and 'sells' your practice.

Little things like correctly capitalising and formatting names, addresses, and particularly postcodes, are surprisingly noticeable. Postcodes are all capitals and have a space in them, and people expect to see it like that (and what's more, so does the localisation part of our system's algorithm!).

Does your profile really sell you? There's an old adage in marketing - "benefits not features", and that applies to professional services as much as products. That doesn't mean you shouldn't include your 'features': over 20 years experience, Chartered Building Surveyor, RICS Registered Valuer etc, but try and amplify those with a simple explanation as to what the benefits of those features are, and why someone should choose you over another surveyor. "We are a family firm of chartered surveyors in ****** with over 25 years experience" doesn't quite cut it. Yes, this was genuinely once the entire profile of one firm!

Locality is important to people - people definitely prefer a surveyor to be 'local' - if you cover a small territory, stress how your local knowledge is a benefit; if you cover a wide territory, say which areas you cover, and explain how you, your partners, or colleagues have the right local knowledge of those areas.

Readability is also important - you have a limited character count to work with, and people won't take the time to read a hugely long profile, so you have to strike a balance. Short concise sentences and paragraphs, and bullet points help easy digestion.

Don't forget your profile is emailed to users for their reference, and not just displayed on screen in results. 

Pricing

Being one of the cheapest is perhaps not as important as you might think (within reason, of course). Price plays its part, but it's only one factor, and many surveyors sign the business with above average fee levels.

Being one of the cheapest is perhaps not as important as you might think

Being honest about your pricing is also important - a too common complaint is misleading pricing, and here are some quotes from recent reviews:

"one with an estimate of £190. Eventually charged £300+vat... Are estimates just a way to get to the front of the queue and then charge whatever they like?"

"l decided to use ****** whose quote was £361. When l e-mailed him the quote was raised to £420... This l found misleading... l gave your list a second chance using ****** whose quote was the same as advertised"

"Your service is fine but one of your surveyors ****** almost doubled the estimate for no additional services, whereas another ****** quote stuck to his estimate. ****** should be censured for estimating £446 inc vat and then quoting £780!!! He was unrepentant when I challenged him".

"I received a list of 3 quotes for local surveyors for my HomeBuyer survey. The 1st said that the quote was wrong and it would cost me another £100 according to their scale -I declined. The 2nd said it could only do it after 3 weeks and that the price wasn’t from their website, so they’d send me a new quote -I declined. Luckily the 3rd, agreed with the quoted price and conducted the survey within 3 days!"

As you can see, not listing the right price and trying to "up it" afterwards is a singularly unsuccessful tactic!

So it's important that the prices quoted through the site reflect your real pricing. Clearly there will be circumstances where the property is unusual in some way, thus requiring a higher fee, but these should be the exception, not the norm.

Prices quoted should not be a 'starting from' price, but a realistic price you are prepared to honour. Quite apart from the dubious moral or legal standpoint, under quoting puts you in a poor negotiating position from the off, considerably reducing your chances of winning the business, potentially generating bad-will and the risk of being publicly named and shamed in reviews!

Following Up

But probably the most important factor in converting leads is how you follow up a lead.

Lets start with the most common criticism, by far, that we get in negative reviews. These are all from the last couple of months, and we don't get a huge number of negative reviews!

CALLING DRAMATICALLY IMPROVES YOUR ODDS OF CONVERTING A LEAD TO AN INSTRUCTION!

"Received details of several surveyors promptly. Rang a couple and left message when possible but received no responses."

"No one got in touch. Total waste of time."

"Portal confirmed contact details and cost estimates for different types of survey. I sent an enquiry to all 3 companies, 2 of which never responded (despite me following up with phone calls)."

"Some didn’t even do ring back, just sent an email..!"

"Only one person came back to me"

"No contact for 5 days, then I got a call and was promised a quote, although I’d had an online quote. It never came. Very disappointed!"

"I emailed one of the two surveyors displayed in the website and have heard nothing back in over a week"

"but unfortunately I have not received any replies"

I think you can see a bit of a pattern here! The message is clear - CALLING DRAMATICALLY IMPROVES YOUR ODDS OF CONVERTING A LEAD TO AN INSTRUCTION! If somebody is in genuine need of a surveyor they do want to be called back, and a call to discuss the property and the survey requirement will often win the instruction almost regardless of the price.

To Summarise...

To improve your prospects of conversion...

  • Check your PROFILE sells you
  • Check your PRICING is appropriate and correct
  • CALL PEOPLE IF YOU WANT TO WIN THEIR BUSINESS, don't just rely on a follow up email! It can make all the difference...

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User feedback for our Find a Surveyor service

4.02 Average

1990 Reviews

Anonymous

Such a helpful website, pointed me to NTB Property Ltd. who was a local and fantastic surveyor for an excellent price! Highly recommend finding a local and competitively priced surveyor using "Local Building Surveyors".

Posted 1 day ago

Anonymous

very good service ....replied in a few hours ...

Posted 2 days ago

Anonymous

Made the process of finding a thorough, quality surveyor really easy. The process of instructing was really quick and easy to follow, and the price was very reasonable.

Posted 6 days ago

Anonymous

We had several direct responses to our enquiry. All very friendly, non-pressured and informative and we finally decided on one surveyor to proceed with.

Posted 1 week ago

Anonymous

Delighted with the service I got. IT was all last minute but the Surveyor was excellent...I was really well pleased with how he carried out the survey...a job well done..

Posted 1 week ago

Anonymous

Worked well for us. Filled in the required info, the site recommended two surveyors, our choice is due to carry out the survey in the next few days. Great service, many thanks.

Posted 1 week ago

Anonymous

Very prompt response to send my request to 3 surveyors and good service to give me list of all firms I could contact meeting my situation.

Posted 1 week ago

Anonymous

I used this website as I had absolutely no idea about to contact a property Surveyor for a house I was trying to buy. I received three instant referrals, the first one of which offered a reasonable price and could undertake the survey promptly. The other two referral's;s both followed up with me to see if I had found someone, so overall, very satisfied with this website.

Posted 2 weeks ago

Anonymous

Excellent service.

Posted 2 weeks ago

Anonymous

Recommendations received immediately.

Posted 2 weeks ago

Anonymous

All the surveyors sites responded in good time with etimates and i spoke to one which was also helpful. I would recommend your site

Posted 2 weeks ago

Anonymous

What a great little website. None of the local surveyors could do a visit this side of end of October. I managed to get one within a week. Admittedly you pay a bit more but it seems to be worth it. Thanks

Posted 2 weeks ago

Anonymous

Good response

Posted 2 weeks ago

Anonymous

Really helpful website. Easy to use and found what I wanted

Posted 3 weeks ago

Anonymous

I don’t write reviews- but I was very impressed with this site I managed to find a local surveyor that I could actually talk to and arrange a quick survey . As previously with national chains , no contact no flexibility and double the price for less service I don’t think the surveyors are making the money - more like the agency

Posted 4 weeks ago

Anonymous

The website is so easy to navigate and I found what I was looking for in no time at all.

Posted 1 month ago

Anonymous

Instant response and enabled us to find a local surveyor easily when we live over 100 miles away.

Posted 1 month ago

Anonymous

A very efficient service both to organise the structural survey through to receiving the surveyors report. The report is informative and very helpful especially with regards to understanding specific issues of a 100 year old house that requires renovation and ongoing TLC! I would recommend this service and the surveyor we used.

Posted 1 month ago

Anonymous

The rapid and full response I neded.

Posted 1 month ago

Anonymous

Excellent, Can’t recomnend enough

Posted 1 month ago

Anonymous

Easy to use and it took me to a couple of good companies who responded quickly and efficiently.

Posted 1 month ago

What is the RICS?

RICS - London

The Royal Institution of Chartered Surveyors is the organisation responsible for the training and regulation of Chartered Surveyors. To be listed on Local Building Surveyors, surveyors must be either a RICS Member (MRICS/FRICS) or a Firm Regulated by the RICS, so you can be assured that your survey will be carried out by a fully qualified regulated professional.

Find out more about the RICS

What Survey Do I Need?

What type of survey do I need?

If you are looking for something more than a simple property valuation (highly recommended if you are buying a new property), there are two common "standard" types of survey.  Check out the links below to find out more:

RICS HomeBuyer survey

Building Survey (Structural Survey)


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