We want to see big success for all coworking spaces in 2025. So how will top spaces bring in more business in the new year?
Thankfully we have access to hundreds of experts — our customers. So we asked them.
Coworks software users and other coworking friends shared what targeted strategies they are going to use to attract and retain members in the coming year. The answers are a mixture of tried and true and new and innovative. If one tactic brings in one member, it’s all worth it!
People love connecting in person, and your coworking space can be the perfect hub for that. Partner with local businesses like coffee shops, breweries, fitness studios, or bakeries to host events that appeal to your target audience.
For example, you could organize a “coffee and coworking” morning with a popular local roaster or a wellness workshop with a nearby yoga studio.
Other ideas that were shared: inviting a local author for a book talk, collaborating with a local Chamber of Commerce to host a small business roundtable, and teaming up with a nonprofit to host a community fundraiser.
Once you’ve scheduled an event, be sure to promote it locally. Share it on Facebook community groups, your Instagram page, and via your email newsletter.
Then do the same after your event. Take photos and tag businesses and people. Write up a blog post and then share it on all the same platforms.
Also, many managers have luck listing their events on Eventbrite and other local event directories.
Hilaire Martin is founder of Raleigh Workup, an interior design-focused community. She uses events strategically and has big plans for 2025.
“First, establish a clear purpose and goal,” she advised. “Why do you want to produce an event? Try answering this: ‘I want to host an event for (blank) to (blank) which will support, encourage, or facilitate (blank).’”
Next, she said, define a focus for your event. Is it social, educational, a lecture, or networking/connecting? Will you collaborate with other companies?
“Remember that your words matter,” Martin also shared. “Spend time crafting the right message for your event. That includes the name of the event, tagline, and the details of what someone attending the event will get out of it. It is important to know what they will receive.” Check out our spotlight of Raleigh Workup and how they are supportijng interior designers here.
Don’t forget to watch your dollars. “Be sure you are not pricing yourself out of an event. Finding the sweet spot of what someone will pay for an event is key. While there is a secret formula a lot can be done by research and also trial and error. Surveying your members on what they would pay for "this type of event" is a great starting point.”
Lastly, be sure to define success. “Determine the benchmarks of what makes a successful event for you and analyze each event. There is no such thing as a failed event!”
When someone searches for “coworking space near me,” your listing should be one of the first things they see. And it’s not a set it and forget it kind of thing — we have customers who consider it a new year tactic to check all their online information and links in their Google Business Profile.
Update your photos to show off your space’s vibe, even seasonally, adding specific details about your location.
“I'm focused on giving people a view into what club life is like,” said Kim Bosse, Owner & Chief Conversation Officer of Birch Road Neighborhood Clubhouse network of spaces.
“This includes using real photos of real members in our Instagram, and giving people a chance to come by the club for a sneak preview. People are afraid of commitment more than ever so it takes a little getting to know each other first!”
See how Bosse and her cofounder made hospitality part of their standard operating procedure here.
Update your listing regularly with posts about events or special offers. Make sure your website includes keywords like “coworking in [your city],” “flexible office space in [neighborhood],” and “best coworking for remote workers near me.” We had a customer note a new day spa moved in next door, and added it to their description.
Don’t stop there. Encourage your members to leave glowing reviews on Google, Yelp, and coworking directories like Coworker or Deskpass. Reviews from real people help you stand out.
Also, consider writing blog posts about the coworking lifestyle in your city or niche. For example, “5 reasons why [city] freelancers love coworking” or “how coworking in [neighborhood] helps small businesses grow.” More on content below!
You know your current members are your best advocates. Turn them into your marketing team by launching a referral program.
“We are focusing hard on referral programs in 2025,” Drake Rankin of Green Hive Spaces in California told us.
“They are incredibly good for generating new business. But more importantly, retention among those who were referred is higher than those who found us through an ad or search!”
We got to learn more about this network of spaces here.
Meanwhile, one Coworks customer is offering a free month to members to bring in a successful referral, and gift cards to local businesses for every friend they simply bring in. Keep it simple but visible. Post flyers in common areas, send out an email, and share the program in your member Slack channel or app.
To make it fun, run limited-time promotions to spark more referrals. For example, in February, offer a romantic dinner for anyone who refers a new member in such a short month. Or, host a “member appreciation happy hour” where they can invite their friends to experience the space.
Ads don’t have to break the bank to be effective. Use Facebook, Instagram, and Google Ads to target people in your city who are likely to want a coworking community. For example, target remote workers, entrepreneurs, and freelancers who live within 10 miles of your space. You can narrow it down even further by interests like “startups,” “freelancing,” or “remote work.”
Create ads that show off what makes your coworking space unique. Use high-quality photos of people working happily in your space, not just empty desks. Add a compelling call to action like “Schedule your free tour today” or “Your first week is on us.” For Instagram, experiment with short video reels showcasing your space and its amenities.
“Love them or hate them, if you need more leads, Google Ads is often the best first thing to try assuming you have some competition and aren't extremely easy to find for all keywords,” Kevin Whelan of Everspaces told us. He is a consultant for coworking spaces and you can learn more here.
“I focus my strategy on being as visible as I can on search for office and coworking terms especially, but also for meeting rooms and virtual mail as time goes on. I also like to pair those ads with retargeting ads on the Google Display Network and sometimes also on social media, depending on budget.”
Whelan warned, “‘whatever you do, be sure to track everything properly in Google Analytics and your CRM to ensure you're making decisions based on reliable data. I would not DIY your ads—hire a professional. It's easy to lose a lot of money doing ads poorly when you DIY. “
Should you hire an outside agency for your ads, as Whelan suggests? The short answer is that you talk to at least two and get a feel for cost and time-savings. Whether you hire outside help or do it yourself, be sure to set up a smooth funnel for your ads. When someone clicks, they should land on a page with a clear next step, like booking a tour or signing up for a trial membership.
After they engage, use automation to follow up quickly with an email or text to schedule their visit. During the tour, highlight how your space can meet their needs. Then, stay in touch with email reminders, testimonials, and limited-time offers.
We talked about how to use events and your city as content. But there is more you can do with your blog and social channels.
Taylor Mason, the mind behind Talemaker and as fervent a believer in the power of content as we are, had this to say. “Think 360° and don't forget the sales side of your content marketing,” he said. We asked him to explain.
“There is a time/place/way to sell using content to help bring in new members, and having a holistic strategy in place is the best way to do it. We (as content pros) talk a lot about storytelling and brand-building and organic connection and all of those things, and that's for good reason: they're super, super important. You need to connect with your audience authentically, and you need to be a value-driven asset to them — that's the atomic particle of content marketing.
But you also need to remember that you're allowed to push sales with your content as well. After all, you've put all that work into earning an audience and building engagement. So, in order to capitalize on it, you will eventually need to lean into some sales-ier tactics.
In true content marketing fashion, though, it has to be done tactfully and thoughtfully, keeping in mind the member-first spirit of creating content.
That's where things like bottom-of-funnel content and savvy email marketing (automations, broadcasts, special offers, etc.) come into play. These don't have to be your whole strategy. In fact, they shouldn't be. But they should be part of it. And that's why that 360-degree strategy matters.”
It's no wonder we wanted to hear more from Taylor, which you can see here.
Matt Irvin of COCIAL, just outside Chicago, agrees, and uses his messaging to differentiate his brand, so prospects know if they are the right fit off the bat.
“For me, COCIAL is all about the energy it provides to our members and the community,” Irvin told us. “We're not for everyone and that's how it should be.” Learn more about his dynamic mindset here.
In 2025, expect a stronger sense of that energy in COCIAL’s marketing to new members. “A coworking space is a representation of the folks behind the brand. I say, go all in on you. Be you and be authentic! The right people, teams, and organizations will be attracted to you and what you've built. Because the energy you, your team, and your brand gives off is what attracts the ideal members. Not just the chairs, the paint, or the snacks.”
Running a coworking space is as much about great experiences as it is about operational efficiency. One of the best ways to elevate your member experience and streamline your workflow is by upgrading to space management software with modern capabilities. This is especially important if your current system feels clunky or limits what you can offer your members.
Look for software that integrates key features to meet the needs of both your team and your community.
"More and more, operators are coming to us with a vision for something their managers enjoy using just as much as their members," said DeShawn Brown, Coworks CEO and chief technologist. He has his elbows deep in the software but is also out in the field, talking to space owners and managers.
For example, Coworks space management software offers solutions like door access integrations to provide seamless entry for members, member directories to build connections within your space, and external booking tools that make it easy for non-members to rent meeting rooms or event spaces — and go into your funnel to nurture.
Speaking of funnels, you also want tools that simplify lead capture and onboarding, such as website form integrations for inquiries and tours. Features like day passes allow prospects to test the space, while robust reporting tools give you the data you need to make informed decisions about pricing, occupancy, and amenities.
And of course, make sure you can use the reporting features to track what brings leads in (like tours or day passes) and refine your marketing and sales strategies based on real data.
Making the switch might sound daunting, but the right software partner will guide you through the migration process. A more capable system doesn’t just save you time — it creates a better experience for members, helping you attract and retain them.
Coworking space leaders like you face both challenges and opportunities in the new year. (We know. We work with hundreds of them.) But so do your prospects. Remind yourself of their challenges in the new year.
For example, while remote work offers flexibility, it often leads to feelings of isolation; Zippia reported that 47% of remote workers cited loneliness as a significant challenge. How does your community address that?
Coworking communities foster a welcoming environment, with the same report showing up to 83% of members reported reduced loneliness after joining such spaces.
Productivity also sees a boost in coworking settings; one report showed 74% of people feel more productive in these environments. And another showed 82% of those folks have expanded their professional networks through coworking, highlighting the collaborative benefits.
“Community — in any facet, remote or in-person — grows when the planning and strategy is allowed to be responsive to the needs of those it’s serving,” said Erica McMannes, Instant Teams Founder + Chief People and Community Officer.
Instant Teams created Twelve Million+, which includes a collaborative workspace for military spouses and you can read about here. So she deeply understands the idea of service.
“You can’t go into launching a community initiative thinking you know exactly how it's going to work. You have to launch and start, but very quickly the community will show up to co-lead and co-build when the channels of ideation and communication are open,” she continued. “And that’s where the magic lives because most of the time, the ideas, needs, and asks of a community just amplify the innovation and passion that started the idea in the first place.”
As you showcase your brand, promote your events, encourage referrals, and nurture your leads, know that in 2025, the theme is GO BIG. And we are here to help!
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