Case study

Targeted Appointment Setting

ClientElm Legal ServicesServiceCampaign Strategy, Performance Optimisation, Campaign Activation, Consumer Data & Data CollectionYear2022

ELM Legal Services provides estate planning services including Will Writing, Trusts and Probate to over thirty thousand clients throughout England and Wales.

A Will is one of the most important documents you ever have to sign. It protects your loved ones and ensures that your assets are shared between the people you care about. It also outlines life decisions such as guardianship for your children. Yet more than half of the UK’s population doesn’t have a Will.

Elm Legal have experienced Will Writing experts that make writing a Will simple and straightforward.

Young family

Delivering a personal service

For many years, ELM’s team of consultants visited the homes of clients to discuss in person what they are looking to achieve when making a Will. During the COVID pandemic, ELM were forced to abandon their home visits, but wanted to retain their in-person service, so they turned to online meetings using Zoom.

ELM relied on their UK telemarketing team to set up the Zoom appointments with new prospects, but they were unable to generate the quality or quantity of appointments needed. So, ELM turned to PDV for help.

Agent taking a call
Woman discussing services on video call

Creating meaningful connections

PDV was asked by ELM to strengthen their ‘Meet&Greet’ marketing campaign by delivering targeted appointments with prospects who had shown a specific interest in creating a will.

PDV’s combined experience in lead generation, outbound telemarketing, website development and direct mail were all brought into play to create a multi-touchpoint marketing strategy.

1 - Outbound Telemarketing

A targeted outbound telemarketing campaign was used to generate bespoke leads from the target audience.

2 - Direct Mail

Each lead then received a follow-up DM pack providing further information about ELM Legal.

3 - Online

An online calendar system was developed to book video appointments with a will writing specialist.

Driving new prospects


Increase in new leads per month


Conversion from lead to appointment

PDV and ELM work closely together to ensure campaign targets are met. PDV has demonstrated its ability to deliver consistent and scalable levels of appointments at a significant cost-saving for ELM. ELM’s new challenge is to recruit consultants to handle the growing number of appointments.