A marketing program that scales the exact real-estate-and-finance audience Wilson was built on, reaching rental property owners who hold title personally, and the advisors, CPAs, and bank teams who already serve them.
This program doesn't ask Wilson to become something new. The firm is known for its roots in the real estate and financial industries and is one of the largest woman-owned companies in Arkansas. The Family & Business Solutions practice, led by Katie Griffin, already delivers wills, trusts, probate avoidance, asset protection, and business succession planning. The opportunity is to point a disciplined demand engine at the audience the firm is already trusted by.
The strategy is simple: many rental-property owners still hold real estate personally, trust-based planning is the standard tool to avoid probate on that real estate, and the gatekeepers who refer this work (advisors, CPAs, property managers, bank teams) are people Wilson already speaks the language of.
Attorney-prepared trust packages and full estate plans commonly fall in the $2,000 to $5,000+ range, with many trust-centered plans clustering in the mid-$2,000s depending on complexity. Matter values in the mid-four figures mean even a modest monthly count of retained clients can justify serious spend.
In Arkansas, probate is a court-supervised process that adds delay, attorney and court costs, and public exposure, and real estate stuck in probate carries ongoing costs while it sits. The case for planning now versus paying for probate later is the emotional and financial hook of the entire campaign.
Note: Arkansas does not use a fixed statutory percentage fee for probate, so messaging emphasizes delay, carrying costs, and public exposure rather than a percentage-of-estate figure, keeping claims locally accurate.
This audience isn't anonymous. Individual rental owners are identifiable through county deed and assessor records, so we build a real named list, owner, property, mailing address, matched to LinkedIn profiles and email where available, then target each person directly across matched ad audiences, direct mail, and email. Paid search supports the push rather than carrying it.
Rental-property owners, especially those holding multiple non-owner-occupied properties in personal names rather than LLCs or trusts. They have the clearest estate-planning gaps and the strongest probate-avoidance motivation.
Property managers, financial advisors, CPAs, trust administrators, and private-bank / wealth teams, exactly the finance-adjacent network Wilson already operates within. One relationship can create recurring introductions instead of one-off leads, raising lifetime value and stabilizing acquisition.
A high-converting message for the FABS practice should emphasize four ideas. We recommend adopting a transparent pricing posture as a conversion lever. These are recommended positioning choices, not assumptions about Wilson's current fee model:
Legal landing-page research is consistent: conversion improves when the page speaks to one audience, uses calm and operational language, keeps the call-to-action singular, and makes pricing logic and next steps easy to understand. The funnel routes to Wilson's existing free-consultation offer (the FABS intake line) rather than inventing a parallel process.
We launch one direct-response engine and one referral-partner engine first, not every niche and channel at once.
Legal-marketing benchmarks put firm marketing spend at roughly 10% to 20% of revenue, with PPC budgets of about $3,000 to $5,000/month cited as a workable range for legal visibility. The tiers start with a lean entry point and step up as the pipeline builds. Print and postage is billed directly to Wilson by the vendor at true cost, with no Matmon markup, so the Matmon fee below covers services only:
| Package | Matmon Fee | Digital Ad Spend | Print & Postage (paid direct to vendor) | Your All-in / Month | Notes |
|---|---|---|---|---|---|
| Pilot | $2,500 | $0 | ~$1,500 | ~$4,000 | Prove the offer first: mail the guide to the highest-fit top-slice list, plus email follow-up, landing page, and intake automation. No paid ads. |
| Core | $3,000 | $1,500 | ~$2,000 | ~$6,500 | Add light matched-audience retargeting to the mailed list only and a modestly larger list, once the pilot shows traction. |
| Growth | $4,000 | $4,000 | ~$2,500 | ~$10,500 | Run landlord acquisition seriously, mail the guide to a pilot segment, and build referral motion in parallel. |
| Scale | $5,000 | $6,000 | ~$3,000 | ~$14,000 | After early validation: higher mail volume and intake improvement. |
The Matmon fee covers strategy, list build, data append, guide design, campaign management, and reporting. Print & postage is paid directly to the print vendor and USPS at cost (Matmon coordinates production and mail timing but adds no markup), and covers a pilot mailing of roughly 500 to 1,000 saddle-stitched guides per cycle at about $2.50 to $4.00 per piece, per 2026 USPS Marketing Mail rates and commercial booklet print pricing. The exact piece count and cost are confirmed after the list build, before anything goes to print.
Public pricing guides put attorney-prepared trust-centered and full estate plans in the $2,000 to $5,000+ range. We model average collected revenue per retained matter at $2,500, with conservative and upside cases at $2,000 and $3,000. The all-in monthly cost below includes the Matmon fee, any digital ad spend, and the direct-to-vendor print and postage, so break-even reflects Wilson's true total outlay. These ranges assume blended acquisition performance and show break-even logic and planning thresholds, not promised results.
| Metric | Conservative | Base Case | Upside |
|---|---|---|---|
| Your all-in monthly cost | $4,000 | $4,000 | $4,000 |
| Assumed revenue / matter | $2,000 | $2,500 | $3,000 |
| Break-even matters needed | 2 | 2 | 2 |
| Example retained matters | 3 | 4 | 5 |
| Est. monthly gross revenue | $6,000 | $10,000 | $15,000 |
| Est. gross profit after spend | $2,000 | $6,000 | $11,000 |
| Est. ROAS on total spend | 1.50x | 2.50x | 3.75x |
| Metric | Conservative | Base Case | Upside |
|---|---|---|---|
| Your all-in monthly cost | $6,500 | $6,500 | $6,500 |
| Assumed revenue / matter | $2,000 | $2,500 | $3,000 |
| Break-even matters needed | 4 | 3 | 3 |
| Example retained matters | 4 | 5 | 7 |
| Est. monthly gross revenue | $8,000 | $12,500 | $21,000 |
| Est. gross profit after spend | $1,500 | $6,000 | $14,500 |
| Est. ROAS on total spend | 1.23x | 1.92x | 3.23x |
| Metric | Conservative | Base Case | Upside |
|---|---|---|---|
| Your all-in monthly cost | $10,500 | $10,500 | $10,500 |
| Assumed revenue / matter | $2,000 | $2,500 | $3,000 |
| Break-even matters needed | 6 | 5 | 4 |
| Example retained matters | 7 | 8 | 10 |
| Est. monthly gross revenue | $14,000 | $20,000 | $30,000 |
| Est. gross profit after spend | $3,500 | $9,500 | $19,500 |
| Est. ROAS on total spend | 1.33x | 1.90x | 2.86x |
| Metric | Conservative | Base Case | Upside |
|---|---|---|---|
| Your all-in monthly cost | $14,000 | $14,000 | $14,000 |
| Assumed revenue / matter | $2,000 | $2,500 | $3,000 |
| Break-even matters needed | 7 | 6 | 5 |
| Example retained matters | 9 | 10 | 13 |
| Est. monthly gross revenue | $18,000 | $25,000 | $39,000 |
| Est. gross profit after spend | $4,000 | $11,000 | $25,000 |
| Est. ROAS on total spend | 1.29x | 1.79x | 2.79x |
Even modest monthly retained-client counts justify spend when average matter value is in the mid-four figures and messaging is aligned to a strong pain point such as probate avoidance for real-estate owners. Figures are estimates, not guarantees.
A closer look at how the list, the data, and the mailing come together.
We start with the named list built from public county deed and assessor records (owner name, property, mailing address). We then run that list through a reputable data-append service that matches a name and physical address to a known email on file. We only use confident matches, which is why it reads "where available." Expect roughly 40 to 60% email coverage on a homeowner list, which is normal and exactly why mail is the anchor channel and email is a supporting layer. All email outreach follows CAN-SPAM (clear sender identity, physical address, easy opt-out) to protect Wilson's domain reputation.
Two separate things. For advertising, we upload the list to LinkedIn's Matched Audiences tool, which privately matches records to real member profiles and lets us show ads only to those specific people (we never see individual profiles this way, and LinkedIn requires a minimum matched audience before it will run). For research, where we can confidently match a high-value target to their public profile, we use it to confirm they are the right person (for example, a business owner or professional landlord) and sharpen the message. Match rates are partial, so this is a supporting layer, not the backbone.
Yes, it is determined by what we pull from the property records. After we apply the high-fit filters (individuals holding title personally, owning multiple properties, in the target counties), the number of records that survive is the mailable universe, and that tells us the drop size. You will see the actual count within the first 1 to 2 weeks, right after the list build and before anything goes to print, so you approve the piece count first. Tighter filters (3+ properties, 2 counties) trend toward 500; slightly broader (2+ properties, 3 counties) trend toward 1,000.
Postage is largely fixed per piece for a given mail class, so the swing is mostly on the print side. The biggest levers are page count (more pages means more paper, heavier piece, and possibly a higher postage weight band) and print-run size (short pilot runs of 500 to 1,000 cost more per unit because setup is spread over fewer pieces). Paper stock, color coverage, personalization, and mail class/sorting also move the number. At pilot volumes the short run is what pushes toward the top of the range; per-piece cost drops as volume grows.
Print and postage is billed directly to Wilson by the vendor and USPS at true cost, with no Matmon markup. Matmon coordinates production and mail timing so quality and schedule stay on track.
Six months gives enough runway to build assets, launch campaigns, gather data, and improve intake, without an overly long day-one commitment.
Matmon will build Wilson a predictable pipeline of estate-planning and trust matters by targeting rental-property owners and high-value referral partners with a directly-targeted named list and conversion-focused offers built around flat fees, payment plans, and the financial case for acting before probate becomes the expensive default.
A $2,500/month Matmon fee, with print and postage (about $1,500) paid directly to the vendor at cost, a lean entry point. It mails the educational guide to the highest-fit top-slice list, plus email follow-up, a conversion landing page, and intake automation, no paid ads to start. As the pipeline builds, you can step up to Core and Growth. This turns a large upfront commitment into a staged plan that proves itself first.