Reading time: 2″
Like all regulated professions, the profession of bailiff is subject to special rules when it comes to communication. While bailiffs are far from free in this area, there are many possibilities open to them.
Register with the profession’s directories
The directory of the Chambre Nationale des Commissaires de Justice lists bailiffs by city, with details of contact information (email, telephone, website), services offered and languages spoken. It’s a good idea to make sure your listing is up to date.
Other sites enable individuals and companies to find a bailiff, such as Mon Expert du droit, HuisAction, NeoJusticio or Izilaw. Some also offer online appointment booking, similar to Doctolib (for a monthly fee), which is increasingly popular with customers. Offering this option can help a young, little-known practice stand out from the crowd and attract its first customers.
Building a website that complies with bailiffs’ code of ethics
As we’ve written many times on Wilo, the website is the showcase for your expertise. If they have a choice between a bailiff without a website and a bailiff with one, customers will probably choose the latter: they want to find out about the services offered and, above all, the prices charged.
Of course, the website must comply with the profession’s ethical rules. The decree of March 29, 2019 has specified the requirements for websites, including that they must:
– have a domain name such as nom-huissier or étude-huissier
– include no advertising inserts or banners other than those of the profession
– Include no hypertext links giving direct or indirect access to sites or pages of sites whose content is contrary to the fundamental principles of the bailiff profession. However, links to articles citing you are conceivable.
– Do not include any laudatory statements based on comparative promotion or providing information relating to sales, profits, number of acts or any accounting information relating to the office;
– No promotional sponsorship of the firm.
– No references to named clients. This does not prevent your name from being mentioned by one of your clients on their website.
Rely on advertising
There is nothing in the law to prevent the purchase of advertisements in local newspapers (in compliance with ethical rules) specifying the name of the office, its location and the services it offers. This also applies to bailiffs belonging to multi-professional companies (SPE).
It is also possible to buy keywords on Google and/or social networks. However, this technique is highly specialized and requires the support of experts in paid search engine optimization.
Finally, there’s no reason why you shouldn’t put up a sign near your office indicating the direction.
Personalized solicitation
Since a 2019 decree, bailiffs have been able to use personalized canvassing to promote their services. This is defined as a form of communication designed to promote a professional’s services to a pre-defined target.
It can only be sent by post or e-mail, must comply with the profession’s ethical rules, and must not include any element that compares or disparages a colleague.
This solicitation can be sent to B-to-B prospects whose contacts you have already collected by purchasing a database, for example. The mailing must be personalized (no mass mailings). It’s also conceivable that you’ll have collected these contacts following the organization of a webinar or event.
The content of the letter/email must comply with advertising/website rules: no comparative elements, no contacts relating to a particular business. If the services offered are subject to a regulated tariff, this must be specified. If not, a price range should be specified, indicating that prices are subject to a fee agreement.
Build your reputation with a content strategy
It is perfectly possible for a bailiff to set up a « blog » on his or her website (provided that the Chamber has been notified and that the blog complies with ethical rules). This blog could, for example, focus on regulatory developments impacting the profession, and serve as a medium for sending a regular newsletter to your customers.
It’s by feeding this space that you’ll be able to naturally attract customers: they may land on your site having searched for “how to contest the absence of a building permit”. The quality of your expertise will then lead some of them to turn to you for clarification and, if necessary, a statement of facts.
