How we booked 12 meetings with US luxury home developers

Hey — I’m Rinat.

At Sally, we help 25+ B2B teams across the US and Europe turn outbound into a predictable, scalable motion. Every week, I share real campaign breakdowns — the systems that worked, and why.

When you’re selling into a small, premium market, the hardest part often isn’t finding the right people — it’s getting them to engage.
High-value buyers tend to have long-standing supplier relationships, full inboxes, and a slow, deliberate decision-making pace.

In this (unusual for us) case, we worked with Madewell — a Georgia-based manufacturer of premium custom kitchens and cabinetry — to reach decision-makers in Georgia, Tennessee, North Carolina, and Florida. The target segment: $1M+ homes and the developers, architects, and designers behind them.

On paper, the ICP looked straightforward: every company has a website, LinkedIn presence, and clean contact data. But the real challenge wasn’t sourcing the list — it was breaking through crowded inboxes and earning a reply from people who rarely switch suppliers. TAM was small, around 10,000 contacts across four states, and the audience was competitive, slow-moving, and conservative in vendor choices.

We started by splitting the market into four main groups — custom home builders, standalone designers, developers, and remodeling companies — and then segmented even further inside each group. Design staff got one type of message, founders and C-levels another. The tone, offer, and angle were different for each sub-segment.

“The goal was to make every email sound human. Even if it landed with the wrong person, we wanted them to feel it was worth forwarding to the right one.”

To lower the barrier, we tested multiple offers: a discount for the first project, direct quality oversight from the CEO, and “risk-free” pilot projects. The idea was to give prospects a safe way to test working together without having to cut ties with their current suppliers.

Persistence was key. Even when someone replied “yes, let’s set up a call,” they could disappear for two months. In this segment, slow responses aren’t disinterest — they’re just the rhythm of the market. We kept following up politely until the timing aligned.

After two months, the numbers spoke for themselves:

72 warm replies
12 meetings booked (with more still warming in the funnel)
8 quotes requested — from $38K to $500K+

If you’re working in a small-TAM, high-value market, the bottleneck often isn’t finding your ICP — it’s staying in front of them long enough for their timing to match your outreach. Build for precision, and plan for patience.

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