Light industrial warehouse marketing: 248,000 sq ft sold before construction finished
Industrial City, an industrial park we marketed, won the PROESTATE & TOBY Award (2019), run with BOMA International, helped in part by the brand recognition and demand our marketing built.
sold in the first 8 months of advertising
the client's own sales plan, exceeded
industrial parks promoted
Industrial City Park (IC Park) is a light industrial warehouse provider operating 7 parks. It came to us at the start of construction, with no brand awareness, no digital presence and an ambitious sales plan to hit before the first park opened; the task was to build the whole marketing system from scratch and start generating buyers immediately.
After seven months of advertising, we sold almost all the blocks in our first park. The Uwindi agency has been in charge of our marketing since 2018.
Andrey ZaslavskyStrategic Development Director, IC ParkMapping three distinct buyer groups
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.
Live availability map and connected CRM
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.
One landing page, a different offer per segment
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.
About 248,000 sq ft sold in eight months
Within 8 months, IC Park had sold about 248,000 sq ft — exceeding their own sales plan by nearly 3×. The campaign won the ProEstate & Toby Awards. We went on to promote all 7 IC Park industrial parks.
Building or selling industrial warehouse space and need a full marketing system? See how we approach warehousing and industrial marketing.
What IC Park got
- About 248,000 sq ft sold within the first 8 months of advertising
- Sales exceeded the client's own plan by nearly 3×
- Dozens of daily inbound inquiries
- ProEstate & Toby Awards winner
- A long partnership (2018): all 7 parks promoted
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