Anwar: consumers are confused as to what lawyers provide

Anwar: consumers are confused as to what lawyers provide

Leading marketing collective First4Lawyers (F4L) – which has hitherto focused exclusively on personal injury and clinical negligence cases – has expanded into six other areas of consumer law in a major new push supported by more than 2,000 television advertisements a month.

These include high-profile slots such as the Britain’s Got Talent final and end-of-season episodes on Sky, delegates at an F4L conference in Leeds heard yesterday.

The company is now generating leads for employment, property, wills, finance, family and driving law work, with the TV and online advertisements, voiced by sports personality turned TV presenter Andrew Castle, highlighting the dangers of choosing the wrong lawyer. A fresh personal injury campaign along the same lines has also been launched.

F4L said it has a call centre of 38 staff working 24/7 and matters will initially be handled by a limited number of existing panel firms while it opens an application process for firms that want to join panels in each area.

F4L managing director Qamar Anwar said the move was a “significant step” towards First4Lawyers’ ambition to be the number one legal services provider in the UK.

“Research suggests that 59% of consumers prefer to contact a recognised and well-known brand for legal advice rather than settling for an unknown solicitor. In addition our client feedback shows that consumers are confused as to what lawyers provide and the different specialisms. The familiarity of our brand – which, unlike others in the market, is not tied to personal injury – reassures consumers that we can find them the best person to handle their work.

“For lawyers, this comes at a time when both the biggest law firms and new entrants, such as Saga, are targeting potential clients more than ever before through traditional and web advertising. These businesses need market share to keep on growing, and we believe that joining a collective is realistically the only way to compete with them.”

In February, one of F4L’s main competitors, National Accident Helpline, made its first foray beyond personal injury by buying conveyancing lead generator Fitzalan Partners for £4.3m and more recently said that it is looking for more acquisitions that will help the company expand into other areas of consumer law.


Leave a Comment

By clicking Submit you consent to Legal Futures storing your personal data and confirm you have read our Privacy Policy and section 5 of our Terms & Conditions which deals with user-generated content. All comments will be moderated before posting.

Required fields are marked *
Email address will not be published.

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Reports

No larger firm can ignore the demands of innovation – that was the clear message from our most recent roundtable: “The law firm of the future”, sponsored by LexisNexis Enterprise Solutions. It comes in many forms, predominantly but not just technology, and is not simply a case of automating process. Expertise and process are not mutually exclusive.

Blog

15 August 2018

Get ready for the SRA’s transparency rules

You will no doubt by now be aware that the Legal Services Board has approved new rules proposed by the SRA requiring law firms to publish certain price and service information on their website.

Read More