Rio Grande Estate Planning
per month
Firm Overview:
Ex-Litigator’s Secret to Estate Planning Success
A self-described “recovering litigator,” Thomas Limón made the strategic shift from litigation to open his private practice, Rio Grande Estate Planning in Las Cruces, NM. A former District Attorney, Thomas sought to build a practice that aligns with his values—one that prioritizes his family, client relationships, proactive planning, and long-term security. His approach is centered on education, empathy, and efficiency, ensuring clients receive personalized, high-quality estate plans tailored to their unique needs. Just six months after launching the firm, Limón welcomed his first associate attorney, Salvador Guardiola II. Together, they continue to grow Rio Grande Estate Planning with a strong emphasis on client advocacy, innovative legal solutions, and a forward-thinking approach to estate planning.
Challenges and Initial State
Thomas faced the same prerequisites of all new businesses: a website and digital presence to attract leads. As a former litigator, his cases came through court assignments, so he did not even have referral sources for estate planning. Despite needing a marketing strategy to gain prospective clients, Thomas was skeptical about making an investment in an integrated marketing and coaching program.
Strategic Overhaul with IMS
Through partnering with IMS on The Essential Launch System, Thomas launched his new firm and services with the branding, website, and digital presence designed by IMS.
Brand Creation, Website Design and Hosting
IMS crafted a unique logo and branding as well as a sleek, professional website designed to capture and retain visitors that appealed to Thomas’ prospective clients in Las Cruces.
On and Off-Site SEO
An optimized Google Business Profile (GBP) and active social media presence are essential for establishing credibility and authority as a law firm. IMS helped Thomas claim and set up his GBP and Facebook page profiles, guiding him about how to engage their target audience through social media posts. The firm continues to grow engagement through the video content on their Facebook page. Rigorous SEO techniques were also implemented to boost the site’s visibility and attract organic traffic.
Blog Build & Syndicated Content Subscription
Regular, high-quality blog content established Thomas as a thought leader and kept the audience engaged.
CRM Integration and Lead-Generation Follow-Up Automations
An integrated CRM system streamlined lead management and follow-up processes.
Calendar / Online Scheduling Integration
Easy-to-use online scheduling tools facilitated client appointments.
Reputation / Reviews Management
Thomas and his associate attorney, Sal, use a consistent and intentional approach to gain online reviews that has helped the firm build a strong reputation, increase visibility on Google Search, and generate a steady flow of high-quality leads. To date, the firm has a 4.9/5 star ranking with 65 detailed client reviews.
From the very beginning of the client relationship, the firm sets the expectation that every client will receive exceptional service and a seamless estate planning experience. At the final signing ceremony, the attorney asks: “Were you 100% satisfied?” When the answer is yes, they immediately request a Google review, making it a natural and meaningful part of the process.
Results Achieved
Thomas explained the phenomenal results from his marketing system in a recent interview: “Driving up the internet traffic has been hugely, hugely important. Before, maybe my phone would ring once or twice a week. Now, my phone just rings off the hook.”
Website Traffic Surge
Rio Grande Estate Planning’s website quickly gained traction, attracting 749 new visitors in the first three months alone. The firm saw a steady influx of potential clients, with 60 phone calls, lead form submissions, and inquiries during this initial period. The momentum didn’t stop there—by 2025, the website was generating 56 organic leads per month.
Looking Ahead
Based on the outstanding results of his organic marketing, Thomas is now starting the process of creating a new webinar funnel with IMS using a paid Facebook ad and an on-demand webinar. He and his associate attorney, Sal, are ready to see the firm’s marketing performance skyrocket for 2025.
For those attorneys who feel skeptical about investing in their firm’s marketing or working with IMS, Thomas explained that he really appreciated the level of support and coaching he and Sal have received: “IMS has been great to me. Lots of good follow-up.” He added: “Having enough humility to know that IMS has a program, it has really good information, it has good coaching, and to trust in the process” were all key to his brand new firm’s success and transition from litigation to estate planning.
