Class A warehouse marketing: 97% occupancy record for MLP Europe
occupancy, a record in MLP's history
of Class A space across the portfolio
tenant segments, each with its own offer
start of the system; minimal vacancy since
MLP is one of Europe's largest owners of Class A warehouse space, with over 21 million sq ft across multiple locations. It came to Uwindi in 2017 with a clear goal: reduce vacancy, build a systematic tenant acquisition channel and stop relying on real estate brokers.
We have achieved an absolute leasing record of up to 97% for all warehouses. We receive rental inquiries … on a daily basis, and both the number and quality of inquiries have increased significantly.
Gleb BelavinDeputy CEO, MLPMapping the Class A warehouse market
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 tenant segments, three offers
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.
A multi-landing system inside the main website
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.
Google Ads aimed at 21,500 sq ft rentals
For paid acquisition, we built Google Ads campaigns focused on rentals of 21,500 sq ft 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.
97% occupancy after two years
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.
What MLP got
- 97% space occupancy — a record in MLP's history
- Daily rental inquiries across all warehouse complexes
- Significant increase in both volume and quality of inbound leads
- Full elimination of dependence on real estate agents
- Minimal vacancy maintained year after year
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