Marketing Strategist to Build a Complete Attorney-Focused Lead-Gen Plan (Funnels + Email + LinkedIn)

We're a real estate appraisal firm specializing in litigation support and expert witness testimony. We need a senior U.S.-based marketing strategist to design a complete marketing plan that wins attorney clients — messaging, copy, forms, scripts, and multi-channel outreach sequences with clear timing so the workflows can be built in Go High Level (GHL). This is a strategy-and-scoping engagement; a separate contractor will build the GHL workflows from your timing/sequence spec. You do not need to produce a build-ready GHL blueprint — just define what happens and when. --- ## About Us Pointer Appraisal Services provides real estate appraisals with a focus on **litigation support and expert witness testimony**. Our buyers are **attorneys** — family law, estate/probate, bankruptcy, eminent domain, tax appeal, partnership dissolution, and general civil litigation — who need a credible, defensible appraisal and an expert who can testify well. Our principal has an established CV, deposition/testimony record, and published work. Our marketing goal is simple: build a repeatable engine that puts us in front of attorneys, captures them as leads, nurtures them, and books consultations. --- ## What We Need A **complete marketing plan and scoping document** that gives a build contractor everything they need to set up the workflows inside **Go High Level** — the assets, the sequences, and the **timing/cadence for every touch**. You are the architect defining what happens and when; the contractor handles the actual GHL build. You do **not** need to produce a build-ready GHL blueprint. The plan must target **attorney clients** and cover the full funnel: attract → capture → nurture → book → follow-up. **Important — our primary channel is case-triggered outreach.** We have in-house staff who research **filed court cases** and identify the attorneys of record. That gives us a warm, timely list of attorney offices with an active matter that likely needs an appraisal. The plan must include a **direct, multi-touch outreach sequence to these attorney offices** across three channels: **email, phone, and hard-copy mailers** sent to the office. This case-triggered sequence is the centerpiece; the broader inbound funnel (landing pages, lead magnets, LinkedIn) supports and reinforces it. ### Deliverables **1. Strategy & Positioning** - Ideal client profiles for the top attorney practice areas we should pursue, ranked by opportunity. - Core value proposition and messaging pillars for a litigation-support / expert-witness appraiser (why us, why credible, why defensible). - Offer and funnel strategy (lead magnets, consultation offer, and the path from cold to booked call). **2. Case-Triggered Outreach to Attorney Offices (Primary Channel)** - A multi-touch, multi-channel sequence aimed at attorneys of record on newly filed cases our staff research, coordinating **email, phone, and hard-copy mail** with a defined cadence and timing. - **Email:** cold/warm outreach copy referencing the active matter (subject lines + body), with follow-ups and branching logic. - **Phone scripts:** outbound scripts to reach the attorney or their office/paralegal, including gatekeeper navigation, objection handling, and voicemail scripts. - **Hard-copy mailers:** copy and layout direction for physical letters/packages mailed to the attorney office (e.g., intro letter, one-page capabilities/credentials sheet, and any follow-up mail piece). Provide print-ready copy and a spec our designer/print vendor can produce from. - A workflow describing how a researched case enters the sequence, how the three channels are timed together, and how responses route to booking. **3. Lead Capture Forms** - Wireframe/spec for each form (fields, logic, qualifying questions) for a landing page and/or contact/intake form. - Conversion copy for each form and its confirmation/thank-you step. **4. Copy** - Landing page(s) copy for the attorney offer. - Lead magnet concept and outline (e.g., "Attorney's Guide to a Defensible Appraisal" or similar). - All email copy in the inbound nurture sequences (subject lines + body). (Case-triggered email lives in #2.) **5. Additional Calling Scripts (Inbound & Nurture)** - Inbound and nurture phone scripts for qualifying and booking attorneys who come through the funnel, including objection handling and voicemail scripts. (Case-triggered outbound scripts live in #2.) **6. LinkedIn Messaging** - Connection request + multi-touch DM sequence tailored to attorneys. - Profile-optimization recommendations for our principal. **7. Funnel Timing & Sequence Spec (for the GHL builder)** - A clear, plain-language map of every touch across all channels and **when each fires** — day/step timing, order, and branching (e.g., "Day 0 mailer sent, Day 2 email 1, Day 4 call 1, Day 7 email 2…"). - The pipeline stages a lead moves through and what triggers the move (form fill, reply, booked call, no response). - How a staff-researched case enters the sequence and how mail touches are logged as tasks (since mail isn't automated inside GHL). - This is a timing/sequence spec, **not** a build-ready GHL blueprint — enough for a contractor to build the workflows without guessing the cadence. **8. Email Outreach in Funnels** - Full email nurture and cold/warm outreach sequences (cadence, timing, branching logic) written to plug into GHL, coordinated with the phone and mail touches. **9. LinkedIn Outreach in Funnels** - LinkedIn outreach cadence and how it coordinates with the email/phone/mail touches across the funnel (multi-channel timing map). **10. Master Scoping Document** - One organized document (or set) tying it all together: the plan, all assets, and the timing/sequence spec, packaged as a clean handoff so our GHL contractor and print vendor can implement without guesswork. **11. One Revision Pass on Built Templates** - After our contractor builds the email and mailer templates from your spec, you review what they produced and provide **one round of revisions** — copy/layout/sequence corrections so the built versions match your intent and read well. This is included in the fixed project price. --- ## Required Skills & Experience - Proven B2B or **professional-services / legal-niche marketing** experience (bonus for legal, accounting, appraisal, or expert-witness marketing). - Working familiarity with **Go High Level** — enough to define sequences and timing that map cleanly to how GHL funnels, workflows, and pipelines operate (you're specifying the cadence, not building it). - Strong direct-response **copywriting** (landing pages, email, scripts). - Experience designing **multi-channel outreach** (email + LinkedIn + phone) and cold-to-booked sequences. - Excellent written English and a portfolio of funnels/campaigns you've scoped or built. --- ## Engagement Details - **Location:** U.S.-based freelancers only. - **Structure:** Fixed-scope project for the complete plan and scoping document, **including one round of revisions** on the email and mailer templates our contractor builds from your spec. - **Ongoing work:** We also want an **hourly rate quote for future work** — ongoing optimization, new campaigns, additional revisions, and retained oversight/QA as the build rolls out. - **Optional GHL build:** Our default plan is to use a separate contractor for the build, but if you'd like to **build the workflows in Go High Level yourself**, include a **separate quote for that build** and we'll consider it. - **Budget:** Please propose the fixed price based on scope, plus your hourly rate for future work (and an optional separate GHL build quote if you want it). Include your recommended structure and timeline. - **Timeline:** Tell us your realistic turnaround for the full deliverable. --- ## To Apply — Please Include 1. A short note on your experience marketing to attorneys or in a comparable professional-services niche. 2. 1–2 relevant examples of GHL funnels or multi-channel campaigns you've scoped or built (links or brief case studies). 3. Your proposed approach for this project in 3–5 sentences. 4. Your proposed fixed price and timeline for the project, **plus your hourly rate for future work**, and — optionally — a **separate quote if you'd also like to build the workflows in GHL**. 5. Start your response with the word **"DEFENSIBLE"** so we know you read the full post. --- ## Screening Questions (add these in Upwork's screening section) 1. Describe a funnel you scoped or built in Go High Level and the result it produced. 2. Have you marketed to attorneys or another professional-services audience? Briefly describe. 3. Which attorney practice areas would you prioritize for a litigation-support appraiser, and why? 4. Confirm you are U.S.-based and comfortable delivering strategy/scoping while a separate contractor handles the build. ******This is one of our business lines (The smallest) and if this is a successful campaign, there will be the opportunity to work on our larger business lines).*****