Landmass London

The Focus

Landmass London is a multi-award-winning, RIBA-chartered design and development company specialising in high-end property. Their services span architecture and interior design, investment and development, property advisory, project management and property acquisition, working with private clients, developers, investors and hospitality owners.

Landmass approached Visual Pixel with a clear objective: generate more qualified business opportunities and create a structured way of turning their existing network into meaningful commercial conversations.

The challenge was that Landmass doesn’t have one simple target audience.

Their potential clients and referral partners span property investors and developers, hospitality owners, High Net Worth (HNW) and private clients, wealth managers, lawyers and solicitors, prime agents, brokers and other professional advisers.

Each audience has different challenges, motivations and reasons for engaging Landmass. This meant a generic outbound sales campaign wouldn’t work.

Instead, we needed to understand each ICP, identify where Landmass could genuinely add value, and build individual outreach strategies around those needs.

A major opportunity was also sitting within founder and CEO Alan Waxman’s existing LinkedIn network. With more than 13,500 followers and connections built throughout his career in property, we wanted to utilise this network before relying solely on cold acquisition.

Specifically our objective was to:

1. Generate qualified business opportunities
2. Re-engage existing relationships
3. Build new ICP-specific connections
4. Generate meetings for live property opportunities

The Strategy

Over a three-month campaign, we built a multi-channel B2B outreach strategy combining LinkedIn, Apollo.io, email, educational webinars and content-led follow-up.

Rather than measuring success simply by the number of messages sent, the focus was on creating enough relevant touchpoints to move prospects from connection → conversation → engagement → meeting → commercial opportunity.

ICP Segmentation & Messaging

The first stage was segmenting Landmass’s audiences and understanding the different problems its services could solve for each.

This included investors and developers, hospitality, HNW and private clients, wealth managers and financial advisers, lawyers and solicitors, prime agents and other property professionals.

Within hospitality alone, for example, we developed separate targeting for owners, brokers, lawyers, advisers and finance/banking contacts.

The messaging couldn’t be identical across these groups. A hotel owner could potentially require Landmass directly for property sourcing, architecture or repositioning, whereas a lawyer or wealth adviser was more likely to introduce Landmass to a client.

Our outreach therefore positioned Landmass differently depending on the relationship: a direct solution for some audiences and a discreet specialist resource for others.

This gave each campaign a more natural reason for starting a conversation rather than sending a generic sales pitch.

Utilising Alan’s Existing LinkedIn Network

Before focusing entirely on finding new prospects, we recognised that one of Landmass’s biggest assets already existed: Alan Waxman’s established LinkedIn network.

We categorised contacts based on the strength and recency of the relationship, including:

• Existing relationships
• Previous contacts that had cooled off
• Relevant connections that hadn’t recently been engaged
• Completely new prospects

This allowed us to approach each group differently.

Rather than treating an established industry contact like a cold lead, messaging could acknowledge the existing relationship and provide a relevant reason to reconnect.

For colder contacts, we used content, market conversations, webinars and Landmass materials to reopen dialogue without immediately pushing for a meeting.

Building New Relationships Through Lead Generation

Alongside the existing network, we used our leadgen tool to build new prospect lists based on the individual ICPs.

We created targeting criteria around factors including job title, seniority, sector, company type and geography, allowing us to identify decision-makers and potential introducers who closely matched Landmass’s target market.

These contacts could then be introduced to Alan’s network and nurtured through LinkedIn rather than simply being added to a large cold-email sequence.

This was particularly important for professional audiences where trust and relationships play a major role in referrals and property opportunities.

Webinars as a Soft Conversion

Not every relevant contact is ready to discuss a live project when they receive a LinkedIn message.

We therefore recommended webinars as a softer conversion point between initial outreach and asking somebody to book a meeting.

Rather than asking prospects to immediately speak to Landmass about its services, we could invite them to useful discussions around real challenges affecting property owners, investors and advisers.

Together with Landmass, we helped develop and promote webinars including:

• The Challenges of Working with Builders
• The Challenges and Solutions of Getting Planning Permission for Residential Projects
• Buying or Selling an Unmodernised Property in Today’s Tough Market

Each webinar was structured around an industry problem rather than a sales presentation.

We assisted with creating an interactive experience incorporating live Q&As, keynote speakers, practical insights and Landmass’s own experience of solving the challenges being discussed.

For the planning webinar, for example, the outreach focused on the practical issues that can prevent residential planning applications progressing, from assembling the right professional team to navigating the relationship with planning officers.

The invitation sequence deliberately began by gauging interest before sending registration details, followed by reminders as the event approached.

This made the webinar a natural reason for Alan to reconnect with existing contacts and engage new ones.

The approach generated an average of 60 attendees per webinar, while also creating a highly relevant reason to follow up afterwards.

Instead of a cold message asking “Do you have a project?”, conversations could continue naturally from something the prospect had already engaged with.

Content & Brochure Nurturing

We also used Landmass’s existing expertise and service brochures as another way to nurture prospects.

Rather than repeatedly asking contacts for meetings, we distributed relevant materials around design, project planning, property sourcing and hospitality, depending on the recipient’s interests and ICP.

The content shared was matched to the contact.

For example, sourcing and deal-flow materials could be used with brokers, finance contacts and investors, while architecture and interior-design materials were more relevant to owners or clients looking to reposition an existing property.

This gave the outreach campaign another useful touchpoint while demonstrating the breadth of Landmass’s capabilities.

Lead Tracking & Weekly Sales Intelligence

Generating conversations was only part of the process. With thousands of outreach messages and multiple campaigns running simultaneously, it was essential that valuable opportunities didn’t disappear inside LinkedIn inboxes or spreadsheets.

We built and maintained a Google Sheets lead tracker, providing Landmass with weekly updates on campaign activity and individual prospects.

This highlighted contacts who had responded positively, requested additional information, needed a personal response from Alan or were ready to arrange a meeting.

The tracker effectively became the bridge between marketing activity and Landmass’s business-development team, helping them understand who needed attention and what the next action should be.