IC Park came to us at the start of construction — no brand awareness, no digital presence, and an ambitious sales plan that needed to be hit before the first park opened. The task was to build the entire marketing system from scratch and start generating buyers immediately.
We began with a detailed analysis of the light industrial warehouse segment to map the actual buyer landscape. The target audience split into distinct groups — production companies, logistics operators, and distribution businesses — each with different requirements for space, location, and infrastructure. This shaped the entire go-to-market strategy and messaging architecture.
On the digital side, we built a high-performance website and a dedicated landing page optimized for paid traffic, including an interactive map showing unit parameters and live availability across all parks. A CRM was implemented and fully integrated with the website and messenger channels, with automated data sync so managers never had to manually update availability or pricing.
For advertising, we used A/B testing via the Uwindi platform to refine offers across buyer segments — with dynamic content substitution serving each visitor the most relevant message based on their profile and traffic source, without needing separate landing pages per segment. Google Ads campaigns were launched with tightly segmented targeting by buyer intent, supported by a retargeting layer reaching users who had previously engaged with industrial real estate content.
Within 8 months, IC Park had sold 23,000 m² — exceeding their own sales plan by nearly 3×. The campaign won the ProEstate & Toby Awards. We’ve continued promoting all 7 IC Park industrial parks since 2018.
Building or selling industrial warehouse space and need a full marketing system? See how we approach warehousing and industrial marketing.
