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 print and postage line below funds a mailed educational guide to a high-fit pilot segment, separated out so the cost is clear. Built around this narrower estate-planning / real-estate targeting strategy:
| Package | Digital Ad Spend | Print & Postage | Agency Fee | Total / Month | Notes |
|---|---|---|---|---|---|
| Growth | $4,000 | $2,500 | $4,000 | $10,500 | Run landlord acquisition seriously, mail the guide to a pilot segment, and build referral motion in parallel. |
| Scale | $6,000 | $3,000 | $5,000 | $14,000 | After early validation: higher mail volume and intake improvement. |
Print & postage covers a pilot mailing of roughly 500 to 1,000 saddle-stitched guides per cycle. Planning figure of about $2.50 to $4.00 all-in per mailed guide (print, list/data prep, and USPS Marketing Mail flat postage), per 2026 USPS rates and commercial booklet print pricing.
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. These ranges assume blended acquisition performance and show break-even logic and planning thresholds, not promised results.
| Metric | Conservative | Base Case | Upside |
|---|---|---|---|
| Total monthly spend | $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 |
|---|---|---|---|
| Total monthly spend | $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.
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.
Approximately $4,000 digital ad spend + $2,500 print & postage + $4,000 agency services, the minimum serious investment level for this strategy. It funds a landlord-focused funnel, the first conversion landing page, a mailed educational guide to a pilot segment, advisor and property-manager outreach, and enough lead volume to evaluate cost per consult, cost per retained matter, and real ROI within the first 90 to 180 days.