MLP is the largest Class A warehouse owner in Europe — 2 million+ m² across multiple locations. The scale of the project meant the stakes were high. The goal: fill the space, systematize tenant acquisition, and stop relying on brokers.
We started with a deep market study of the Class A warehouse segment — mapping key competitors, their locations, and their USPs. From this, we built a marketing strategy tailored specifically to MLP’s locations and the types of tenants they needed to attract.
Three primary audience segments emerged: transportation, pharmaceutical, and retail. Each had different selection criteria and different priorities when evaluating a warehouse partner. We built a separate offer and value proposition for each segment.
To deliver these offers at scale, we developed a multi-landing system powered by the Uwindi app — integrated directly into MLP’s main website. Content on the landing pages changed dynamically based on the visitor’s industry and search intent, with continuous A/B testing of offers running in the background.
For paid acquisition, we built Google Ads campaigns focused on rentals of 2,000 m² and above — the core commercial ticket for MLP. We created banners for all Google placements, configured remarketing to warehouse-intent audiences and visitors of competitor sites, and connected full call tracking and analytics via the Uwindi app.
After two years of running the system, MLP achieved 97% occupancy — the highest in the company’s history. Daily rental inquiries now come in across all complexes. Both the volume and quality of leads have increased significantly. MLP no longer depends on brokerage agencies and has maintained minimal vacancy continuously since the start of our collaboration in 2017.
Managing a large warehouse portfolio and need a consistent tenant pipeline? See how we approach warehouse marketing and lead generation.
