The Technology Behind Your Marketing
Choosing the most powerful CRM is the easy part. Getting value from your CRM is another story.
Every legal CRM you look at will quote you somewhere between $300 and $1,500 a month, and every one of them will show you a demo where the automation is already built and running beautifully. What the demo doesn’t cover is who builds yours.
That work is real.
Seminar registration pages. The reminder sequence that gets people to actually show up. Intake pipelines. Reactivation campaigns for the clients who signed a plan six years ago and haven’t heard from you since.
Conversion tracking that sends real signals back to Meta so your ad dollars find people who hire estate planning attorneys instead of people who fill out forms. Reporting that answers the only question worth asking, which is whether any of it produced revenue.
At most firms, that build lands on whoever has time. Usually the office manager, usually at nine at night, and usually it stays about 70% finished — which is roughly the same as not finished at all.
The Essentials Marketing System Runs On GoHighLevel
We build every client’s marketing on GoHighLevel, the most powerful marketing platform available to a firm your size. More than a million businesses run on it. In 2026 alone it earned nine G2 and Capterra awards.
G2 rankings are built entirely from verified customer reviews.
Top 100 Best Software Products
G2 BEST SOFTWARE AWARDS · 2026
BROAD PRODUCT RECOGNITION
Top 50 Marketing + Digital Advertising
G2 BEST SOFTWARE AWARDS · 2026
Top 50 Sales Products
G2 BEST SOFTWARE AWARDS · 2026
Top 50 Agentic AI Products
G2 BEST SOFTWARE AWARDS · 2026
Top 50 Content Management
G2 BEST SOFTWARE AWARDS · 2026
Users Most Likely to Recommend, Mid-Market
G2 MID-MARKET RECOGNITION · 2026
CLIENT RECOMMENDATION
Easiest to Do Business With, Mid-Market
G2 MID-MARKET RECOGNITION · 2026
Easiest Admin, Mid-Market
G2 MID-MARKET RECOGNITION · 2026
Capterra Shortlist
CAPTERRA SHORTLIST · 2026
INDEPENDENT SHORTLIST
It connects to the tools your firm already depends on.
From signed-client handoff to ad attribution, your marketing system can keep the platforms your team uses in sync.
These are examples—not the limits of the system.
Case & matter handoff
Available actions and connection methods vary.
Google ecosystem
Work, visibility, attribution, and advertising.
Advertising & social
Campaign signals, publishing, and lead engagement.
Operations & extended ecosystem
Direct connections plus configured workflow paths.
Representative examples only. Some platforms connect directly; others connect through Zapier, APIs, webhooks, or workflows configured for your firm. Available fields, triggers, and actions vary by platform and connection method.
Everything A Firm Needs. 15 Tools In One CRM.
Priced the way you’d actually buy them — five users, a 5,000-name database.
Comparison of common marketing software costs with the IMS marketing system
WHAT IT DOES
WHAT FIRMS USUALLY BUY
COST AT 5 USERS
WITH IMS
CRM & pipeline management
Pipedrive, 5 seats
$195/mo
INCLUDED
Landing pages & campaign funnels
ClickFunnels
$297/mo
INCLUDED
Reputation & review generation
Birdeye
$299/mo
INCLUDED
AI voice agent
Air, Synthflow
$199/mo
INCLUDED*
Workflow automation
Keap, ActiveCampaign
$169/mo
INCLUDED
Document signing
DocuSign, 5 seats
$150/mo
INCLUDED
Email marketing
Mailchimp, 5,000 contacts
$100/mo
INCLUDED
AI chat & content
Drift, Jasper
$99/mo
INCLUDED*
Two-way text messaging
Podium, Skipio
$99/mo
INCLUDED
Booking & appointments
Calendly, 5 seats
$80/mo
INCLUDED
Intake forms & surveys
Jotform, Typeform
$79/mo
INCLUDED
Ad management & conversion tracking
AdEspresso, Madgicx
$49/mo
INCLUDED
Platform subtotal
$1,815/mo
Included
*AI features are usage-based and may incur additional fees at high volume.
Plus These 3 Powerful Platforms
One platform doesn’t do everything best. Where it doesn’t, we go buy the tool that does.
Each of these does a specialty task exceedingly well, and when it comes to your marketing, we never settle for good enough. We license all three for our clients.
You get the reporting. We get the invoices.
WHAT IT DOES
WHAT WE LICENSE
COST
WITH IMS
Call tracking & recording
CallRail
$95/mo
INCLUDED
Local listings & citations
BrightLocal
$99/mo
INCLUDED
Cross-channel reporting
AgencyAnalytics
$49/mo
INCLUDED
Included when you work with us.
$24,696 a year.
That’s what a firm would otherwise be licensing separately, renewing separately, and stitching together itself — and a number that climbs the day it hires someone.
It isn’t a line on your invoice. It’s part of what you get when you work with us.
Fifteen subscriptions is not a marketing system.
It’s 15 logins, 15 renewal dates, and 15 places where the handoff breaks.
Your IMS strategy team builds one system. The seminar funnel, the reminders, the intake pipeline, the reactivation campaigns, the review requests, the conversion tracking that tells Meta which registrants actually signed.
Connected, tested, running, and maintained — by people who have worked exclusively with estate planning and elder law firms since 1995.
With 24/7 technical support, at no additional charge.
Yes, it talks to your case management system.
This is the question every firm asks, and it’s the right one.
Your paralegal moves one card to Signed Client.
Two things happen without anyone doing anything else.
The marketing stops.
The man who signed his trust on Tuesday never gets Thursday’s email asking whether he’s thought any more about getting his plan done.
His record lands where your team works.
Clio, PracticePanther, MyCase, Smokeball or almost any case manager you’re using — so nobody retypes a name, an email, and a phone number your system already has.
Your team opens the matter the way your firm opens matters. We don’t guess at your matter numbering, your intake standards, or which attorney gets assigned to what. We hand off at signature and stay out of your case file.
Relationship marketing is where we started.
Staying in touch with your database — past clients, referral partners, the couple who came to a workshop three years ago and weren’t ready yet — is one of the most reliable sources of new matters an estate planning firm has.
We have been building that for firms since 1995, long before it had a name and a category of software attached to it.
It’s necessary. It is not sufficient.
A firm that relies only on relationship marketing is depending entirely on people who already know it. That works until the database stops producing enough, and there’s no mechanism in place to bring new people in.
Keep-in-touch platforms — Levitate is the one you’ll hear about most — do that piece well. What they don’t do is run the ads that fill the room, build the registration funnel behind them, or tell Meta which of those registrants actually signed a plan.
We cover relationship marketing. We also cover everything that has to happen before the relationship exists.
Your Firm. In Your Pocket.
Marketing and relationship-building don’t always happen when you’re sitting at your desk. With the mobile app, your firm’s contacts, conversations, appointments and opportunities go wherever you go. Search for a prospect or referral partner, see the history of the relationship, make a call, send a message, add a note or create a follow-up task — right from your phone.
Meet a CPA or financial advisor at a community event? Add them before you leave the room, capture what you talked about and make sure the next step actually happens. Get a new inquiry while you’re away from the office? See where that prospect is in your pipeline, what communication has already taken place and whether an appointment has been scheduled. The mobile app even gives you an at-a-glance view of tasks, unread messages, appointments and your opportunity pipeline.
This isn’t about asking attorneys to become CRM experts. It’s about making relationship management easy. Your prospects, clients and professional referral network are always at your fingertips — while the system and your team handle the follow-through behind the scenes.
Your relationships shouldn’t live on sticky notes, business cards or in your memory. Put them in your pocket — and put them to work.
And your cost doesn’t grow when your firm does.
Nearly every platform in this category charges per user and per contact. Hire a paralegal and the bill goes up. Add 3,000 names to your database — with great marketing — and it goes up again, which means the better your marketing performs, the more you pay for the privilege of owning your own list.
That is not how things work at IMS.
Add staff.
Grow your database.
Send more emails.
The platform cost stays the same.
A real handwritten note.
Pen on paper, in the mail — triggered by what just happened in your pipeline.
Before you get Gee-Whiz’d.
There are more features in this platform than we could put on a page. Here’s a favorite: it can automatically send a real handwritten note — pen on paper, in the mail — thanking a financial advisor for sending you a referral, triggered by what just happened in your pipeline. It’s a genuinely great tool and clients love it.
Now here’s the part that matters more.
A lot of technology has a wow factor right now, and sitting through a demo of very cool features is a trap. We call it getting Gee-Whiz’d. Gee whiz, look at that. Gee whiz, it does that too. An hour later you’ve got a longer list of tools you’re excited about and not one additional signed plan.
Nobody gets points for the biggest, coolest tech stack. The only question worth asking is whether it moves the needle for your firm.
That’s the gauge, and it’s the one we use when we decide what to build into your marketing and what to leave in the brochure.
What you get is a set of genuinely impressive tools chosen, built, and run because they produce return.
Watch it work on a firm like yours.
Book a Discovery Call with our team and discover what it’s like to run the most powerful marketing system in estate planning and elder law.
Comparison pricing reflects published 2026 rates for the named alternatives, calculated for five users and a 5,000-contact database on annual billing. Per-seat tools are priced at five seats; contact-based tools at 5,000 contacts. Awards per G2 and Capterra, 2025–2026.
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