SHWA —
From category confusion
to commercial results.
The Problem —
Driving Demand for
Hybrid Living
Shed Homes WA operates in a space that sits between categories. Neither a traditional home builder nor a standard shed supplier, the brand offers compliant, liveable hybrid structures that combine residential comfort with the practicality and affordability of a shed.
As build costs rose, timelines stretched, and trust in the construction industry declined, more Australians began searching for alternative housing solutions. Despite this growing demand, Shed Homes WA faced a core challenge: explaining a new way of living in a market conditioned to think in rigid housing definitions. The brand needed to clearly articulate its “1 by 1” model while standing apart from both project builders and low-cost shed kits.
I was engaged whilst working at Concept Marketing to help clarify this positioning, drive awareness, and generate qualified demand, all while building trust in a category that requires education before conversion.
The Process —
How to simplify a complex idea
without dumbing it down
The foundation of the strategy was education. The Shed Homes WA offering is not immediately understood, so the brand needed to lead with clarity rather than sales pressure. Our approach focused on reframing shed homes as a credible, compliant, and aspirational alternative to traditional housing.
Audience insights from the brand strategy highlighted several key segments, including DIY-focused Boomers and Gen X, large block owners, and rural escape seekers. These groups shared common barriers: confusion around compliance, skepticism about build quality, and limited awareness of hybrid shed home solutions.
To address this, we developed messaging that emphasised affordability, flexibility, and adaptability, positioning Shed Homes WA as an enabler of choice. Whether building yourself, engaging a labourer, or opting for a lock-up build, the brand communicated control, transparency, and empowerment at every stage.
Paid social was selected as the primary acquisition channel, allowing the brand to reach high-intent audiences at scale while directing traffic to educational landing pages. Creative focused on simplicity and authenticity, avoiding over-polished housing tropes in favour of clear explanations, real use cases, and practical benefits. The tone aligned with the brand’s values of independence, self-sufficiency, and an authentically Australian way of living.
The Results —
Sheds, selling faster than
you can build them.
A digital-led campaign that prioritised understanding before conversion and clarity before persuasion. By positioning Shed Homes WA as an alternative housing solution rather than a traditional builder, the campaign successfully cut through category confusion.
The results reflected the strength of this approach. In March alone, the campaign drove 6,818 new users to the website, with Facebook traffic campaigns achieving an average cost per click of $0.07, significantly outperforming industry benchmarks. More importantly, the quality of traffic translated into tangible business outcomes, with the client closing three deals in a single day directly from campaign-generated leads.
By simplifying a complex proposition and grounding it in trust, education, and performance-driven execution, Shed Homes WA was able to establish clarity in the market and turn awareness into action. to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does.
Project Credits
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Mark Da Silva
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Nikkia Hewston
-
Raf Baldasso
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Jake Wicks
-
Blake Good
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Lysonway Info