Industrial unit development ‘Shed Adamstown’ sold out
All 17 units at Shed Adamstown have sold, completing the sell-out of the industrial development at 120 Garden Grove Parade. Led by Industrial Senior Executive Ryan Lippiatt, a renewed sales and marketing campaign secured purchasers for the final 11 units, including six sold within four weeks at its peak. The result followed significant construction delays and an extended period of limited enquiry, with refreshed positioning and coordinated marketing helping rebuild sales momentum.
Positioned between Adamstown and Adamstown Heights, the development comprises compact strata units with 4m* motorised roller doors, kitchenettes and unisex bathrooms, with three-phase power available in selected units. The campaign promoted units ranging from 62sqm* to 79.5sqm*, offering practical accommodation for business and storage requirements close to Westfield Kotara and Newcastle’s city fringe.
Repositioning the project for renewed interest
The development initially attracted interest due to its compact industrial unit design appeal and its established Adamstown location. However as can be the case with some developments, the original builder withdrew after construction commenced, interrupting progress while the owners undertook a tender process to appoint a replacement. The disruption delayed the project by approximately 12-18 months and impacted sales momentum. A smaller marketing push in November 2025 generated renewed attention, but limited sales.
With 11 units remaining, a more comprehensive approach from February 2026 was proposed. Collaborating with the owners and marketing team, the sales team reassessed how the opportunity was presented to the market and how the campaign could reach prospective purchasers beyond those already actively searching through traditional property portals.
“The project needed a fresh approach,” said Ryan. “We had to bring it back to buyers’ attention, make the offering clear and give people updated information about construction and availability. That shaped both our marketing approach and how we spoke with potential purchasers.”
Hands-on agent expertise supported by strategic multi-channel marketing
The renewed campaign connected the units’ features with practical buyer requirements. Messaging focused on accessible, small-format industrial units in an established suburban location. As the development became ready for occupation, buyers could also assess the spaces with greater certainty about when they would be available for use. Helping to close the gap on any previous concerns buyers may have had about the development.
The campaign took a multi-channel marketing approach, building on proven channels and selectively introducing new ways to reach prospective purchasers. Traditional property portals, targeted emails to an active database, Meta advertising and print were supported by updated photography and consistent messaging across each channel.
Strategically timed digital billboard placements and 2,000 locally distributed DL mailcards broadened exposure within the surrounding community.
Messaging evolved throughout the campaign, from introducing the opportunity and demonstrating its everyday uses to highlighting sales progress and remaining availability. Each channel reinforced the same core message while giving prospective purchasers further reasons to enquire.
During the renewed campaign, website traffic increased significantly, aligning with the rise in enquiry. Across the broader reporting period, the listing attracted more than 4,200 views from approximately 1,700 active users. Search, Facebook and email all contributing to that activity, supporting the value of a coordinated approach that provided buyers multiple ways to discover and revisit the opportunity in a market that is saturated with advertising.
Significant enquiry growth creates sales momentum
Recorded enquiry activity increased substantially as the campaign progressed, with 154 enquiry entries in April and a further 55 in May, compared with just 13 in February and 14 in March. Together, April and May accounted for approximately 41% of the 514 enquiry entries recorded across the full sales campaign. These figures include repeat enquiry activity but demonstrate the concentration of interest during the renewed marketing period where previously uncoverted buyers that may have been deterred by construction delays, were reengaged by the marketing drive.
Meta advertising provided a further source of direct enquiry, generating more than 40 qualified leads across the advertising periods reported. These responses, together with website activity and ongoing agent feedback, helped the marketing team assess how prospective purchasers were engaging with the opportunity to continually adjust messaging and targeting.
The campaign remained agile, with ongoing testing of advertising creative and marketing communications informing adjustments across digital advertising, email and content. “The increase in enquiry gave us momentum and created urgency,” said Ryan. “Converting that interest required consistent follow-up. We used buyer feedback to refine the campaign and worked through each purchaser’s questions to help them make an informed decision.”
All remaining units sold
The outcome at Shed Adamstown demonstrates the value of recognising when a campaign needs to be adjusted and acting on it. Ryan’s coordination with the owners and marketing team provided broader buyer reach with informed campaign adjustments and sustained purchaser follow-up. The result: all 11 remaining units sold, including six sales within just four weeks, completing the full sell-out of the 17-unit development.
Considering selling or leasing your industrial property? Speak with our team with our team about positioning your asset, reaching the right buyers or tenants and achieving your property goals.
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