Case study

How The Zero Phuket reached thousands of UK property investors with founder-led LinkedIn outreach and content

The Zero Phuket partnered with noticed. on implementing a founder-led LinkedIn strategy supported by founder content and highly-targeted outreach, to connect with UK property investors, founders and CEOs looking to diversify overseas.

Headline figures

£1.5M

Pipeline generated

3.7K

Conversations started with UK investors

About The Zero Phuket

What they do

Boutique, sustainable residential developments in Phuket for international buyers and investors

Industry

Luxury property development

Headquarters

Phuket, Thailand

Engagement

Content, Outreach

TL;DR

The Zero Phuket brings British luxury development standards to Phuket with boutique, sustainable developments. noticed. ran founder-led outreach across LinkedIn and email from the profiles of both the Founder and the CEO, each in their own distinct voice, with organic content building trust behind it.

• Reach: 11.5K outreach messages in three months, up 116.8% on the previous period.
• Conversations: 3.7K UK investors entered sequences, up 64.3%, with reply rates improving 43.9%.
• Pipeline: £1.5M generated at an 11% positive reply rate.

Rebuilding the audience

The obvious list was the wrong list.

The campaign started with a deliberately narrow slice of the ICP: UK-based property investors, roughly 45 to 65, with capital to deploy. The FCA list proved too institutional for that, so the audience was rebuilt from Companies House data instead.

That meant identifying people in specific situations — those who personally owned and controlled property companies — and prioritising the ones likely to be open to diversifying beyond the UK market. Intent inferred from circumstance, rather than a job title filter.

Two founders, two roles

The same campaign, said two different ways, on purpose.

Outreach ran across LinkedIn and email in parallel from both founders' profiles, with each given a clear and separate role rather than sharing one script.

• The CEO spoke as a peer investor, leading with the Phuket lifestyle and the investment case.
• The Founder spoke as the developer, leading with his award-winning Zero SW20 London track record and The Zero's British build standard.

Two credible voices reaching the same person from different angles is far more persuasive than the same message sent twice, and it gives a prospect two legitimate ways in.

Four angles, low pressure

Every touchpoint was designed to feel natural rather than transactional.

Messaging was built around four angles — lifestyle, yield, credibility and scarcity — so the same proposition could be approached from whichever one a given investor cared about.

1. Connection requests sent blank. Nothing to decline, so the connection is not a decision about a pitch.
2. Follow-ups that ask something easy. Simple, easy-to-answer questions rather than another paragraph of proposition.
3. A brochure as the next step, offering a relaxed route forward for interested investors rather than a call-or-nothing choice.

The content behind the outreach

The profile had to back up the conversation.

When prospects checked these profiles they found regular content: Thailand, behind-the-scenes and progress from the developments, and insights from the founders' own experience.

For an overseas investment from an unfamiliar developer, that is not decoration. It gives an investor a genuine feel for the people behind the project before they ever speak to them, which is most of what the decision turns on.

Results

Three months of parallel LinkedIn and email outreach from both founders, with content running underneath.

Reach

11.5K outreach messages sent over three months, up 116.8% on the previous period.

Conversations

3.7K UK investors entered outreach sequences, up 64.3%, with reply rates improving by 43.9%.

Pipeline

£1.5M of pipeline generated, at an 11% positive reply rate.