14 Lead Generation Strategies For Flex And Coworking Spaces

The world of work continues to change. The traditional 9-to-5 in an office no longer matches the needs of employees or businesses. Nearly half of job seekers have expressed the desire to find a hybrid role, with only 26% of workers preferring to be fully remote.

This trend provides a great opportunity for coworking space owners as office real estate is downsized. But, with competitors hoping to jump on the bandwagon, how can you generate the leads you need to scale your business?

Below, we share 5 of the most effective lead-generation strategies. Plus, a few bonus tips to help your business grow.

Quick Summary

• Lead generation helps maintain a full pipeline of potential customers.
• Effective lead-generation strategies include leveraging social media and email marketing, starting a referral program, hosting events, offering free trials, launching a corporate coworking lab, gamifying discounts, and offering industry-specific days. 
• Paid ads and upping your business’s visibility through marketplaces, real estate brokers, a Google Business Profile, and geo-targeted ads are also powerful tactics.

What Is Lead Generation, and Why Is It Important?

Lead generation is the process of identifying and engaging potential customers for your business.

It’s vital for coworking space owners as, despite an increase in remote and hybrid workers, there’s stiff competition when it comes to attracting this market.

In a major city like Chicago, for example, you’re up against more than 230 other coworking spaces. The cost of setting up a coworking space can also be significant, and you’ll want to start getting a return on that investment quickly.

Post-pandemic, not all employees are returning to the office. This new way of working has led to closures and repurposing of office footprint, with businesses looking for more efficient ways to support their teams.

This continued shift from the traditional office provides an opportunity for coworking space owners with an attractive proposition and a unique selling point. A strong lead generation strategy keeps the new customer pipeline full so membership is high, even when competition is fierce.

14 Proven Lead Generation Strategies for Coworking Spaces

Curious about how to get started unlocking the benefits of robust lead generation? Try these eight strategies first.

#1 Expand Your Social Media Presence

In January 2025, there were 253 million social media users in the United States. It’s a huge audience to tap into, and social media marketing should definitely form part of your lead-generation strategy.

Boost your reach by encouraging current members to share their positive experiences on social media and tag your coworking space. Do’t be afraid to explore the newest social media platforms such as Threads or BlueSky.

If you notice anyone with a particularly large following, it might be worth engaging them to promote your brand. You could offer them a free membership or other perks in exchange for their positive review.

Also, encourage members to add their reviews on platforms such as Google. Potential customers often use reviews as social proof and a high rating should attract potential customers.

On a side note, have you considered transforming your space into a coworking coliving space? This guide explains the why and the how!

#2 Start a Referral Program

Word-of-mouth is a powerful tool in your lead generation arsenal. In fact, we recently crafted an industry trends report that reveals word of mouth is the top way new customers find a coworking space.

Use good relationships with your current members to encourage them to refer new members.

To get started, identify the people who are loyal customers and have used the space regularly over a long period. These people, and others who have offered positive feedback, are likely to be your champions.

You could also consider options for incentivizing members to make referrals. For example, offering a free month for every referral that becomes a paying customer, or a discount on future months.

#3 Offer Free Trials

Offering a coworking space free trial is a great way to allow users to try before they buy. They can visit the space, check out the amenities, and ask questions to make sure the facilities and environment match what they’re looking for.

Make sure to provide a tour as part of the free trial so you can explain the layout and show off the best of what you have to offer. A tour also means you have an opportunity to immediately address any concerns they raise while viewing the space.

As a bonus, you’ll likely retain customers who sign up after a free trial for longer as they know that what you offer meets their needs.

#4 Host or Sponsor Events

Hosting events in your coworking space is a great way to show off the amenities you have on offer. Similar to a free trial, it allows people to imagine themselves in the space and decide whether it could fit their needs.

Here are some ideas for events you can host at your coworking space to generate leads:

• Pitch Night: Bring together a panel of local investors and business owners so current and prospective members can pitch ideas to them.
• Expert Roundtable: Invite local or regional experts to give a talk on a specific topic that would appeal to your target audience, such as growth hacking, AI in business, or leadership.
• Creative Exhibit: Host events to showcase your market’s creative services, such as graphic design, photography, and web design.

You can also use event attendance to support your email marketing efforts. Gather people’s emails during event sign-up and follow up with an email marketing campaign to encourage them to join your coworking space.

Acting as a sponsor at other local events could also be a smart way to generate new leads. Choose events that market to customers similar to yours to ensure you’ve got a captive audience.

#5 Grow Your Email Marketing List

Email marketing is an important part of a well-thought-out digital marketing campaign. However, growing a list of emails to target can be challenging.

A bonus of many of the strategies shared above is that they enable you to gather email addresses from prospective customers.

Offering a free trial? Make sure you add the email addresses of any visitors to your email marketing list. Referrals from current members will involve gathering email contact details. Plus, you can also use emails gathered via event signups.

#6 Launch a Corporate Coworking Lab

We’re at a crossroads right now where employees are increasingly looking for flexibility in their work model, but employers are eager to get everyone back to the office in a post-pandemic world. While many companies have already enforced their return to work policy, others are still evaluating, or reevaluating, the pros and cons of bringing everyone back in. 

That’s where your coworking space can step in with a Corporate Coworking Lab – a limited-time trial program designed for companies that want to explore flexible work options for their teams. 

Here’s how it works: Invite businesses to place a small team or department in your space for a set period of time – think 30-90 days. During that time, they can assess how their team performs in a shared workspace environment. You provide the space, amenities, and community; they bring the people. 

At the end of the trial, offer a custom report outlining: 

• Space utilization and attendance
• Feedback from their employees
• Recommendations for membership options that fit their workflow

This strategy not only helps companies experiment with coworking risk-free but also positions your space as a strategic partner in helping them navigate the future of work. It’s a smart way to generate qualified leads from decision-makers and potentially lock in long-term clients. 

To get started, reach out to local HR professionals, office managers, or business leaders with a personalized offer and a clear value proposition. A well-timed Corporate Coworking Lab could turn a curious company into your next anchor client.

#7 Gamify Discounts

Sometimes generating leads is all about creating a little buzz – and nothing draws a crowd like the chance to win something… or get something for FREE!

By gamifying your coworking discounts, you create fun, low-barrier ways for prospective members to interact with your brand, visit your space, and imagine themselves working there. Here are a few fun ideas that could turn curiosity into conversions: 

Contest: “Your Remote Desk Could Win You a Membership”

Invite remote workers and freelancers to share photos of their current work-from-home setups on social media using a branded hashtag like #UpgradeMyDesk, #DeskDisaster, or even #FlexDeskChallenge. Whether it’s a cluttered kitchen table or a cozy corner on the couch, the messier the better!

Choose a winner to receive a free month of coworking – or whatever prize you deem reasonable – and follow up with all other entrants with a discounted trial 

offer. It’s a fun way to build engagement, create user-generated content, and reach new audiences. 

Giveaway: Mystery Desk 

Add a little intrigue by designating one desk or private office in your space as the “Mystery Desk.” Select a few days at random during the month and label the space “Winner”.

The visitor who comes in that day to use the space will receive a prize (free month of coworking, cafe cash to use on-site during upcoming visits, or even upgraded member perks). The randomness of the days will keep potential members on their toes and eager to come in frequently, tempting fate each time. 

Special Offers: Spin-to-Win 

During tours, trial days, or open houses, set up a branded prize wheel with different offers. Allowing a potential new member to engage with you and the space in this way can build excitement, and a prize to be redeemed at a future date will guarantee they’ll be back to visit. 

By introducing games, contests, and giveaways, you tap into people’s natural curiosity and love of rewards, all while keeping your brand top-of-mind in a crowded coworking market. This level of innovation and ingenuity is sure to make you stand out from the rest.

#8 Industry-Specific Discount Days

Not all professionals work the same way, so why not create coworking experiences that speak directly to their unique needs? Industry-specific days are a creative way to attract niche audiences by giving them a chance to interact with like-minded people in a dynamic, inspiring setting. 

You’ll designate specific days of the month to welcome professionals from a particular industry or role with exclusive perks. Think free wi-fi for marketing day or coffee on the house for sales and business development folks. 

Here are some more examples to get you started: 

Freelancer Fridays: A drop-in day for designers, writers, and consultants, complete with free coffee and coworking. 

Startup Mondays: Open your doors to founders and early-stage teams for a trial day, plus bonus access to pitch ideas. 

Tech Tuesdays: Developers and engineers get free access to quiet zones and charging stations, with snacks to match. 

Nonprofit Thursdays: A discounted day for nonprofit professionals to connect and collaborate. 

Niche days are a powerful way to build micro-communities within your space and help potential members picture themselves becoming part of it long-term. 

Make sure to promote each themed day on social media and through targeted emails so it reaches the right people.

6 Bonus Tips for Effective Lead Generation

Implementing the above strategies should provide a significant boost to your lead generation. But if you’re looking for additional help, here are our top tips.

#1 Marketplaces

Marketplaces are one of the most powerful tools for lead acquisition and revenue generation. Imagine Booking.com but for coworking spaces. These platforms allow you to reach people you can’t reach on your own.

Some of the benefits of listing your coworking space on a marketplace are:

• Lead generation
• More sales
• Increased brand awareness
• Increased findability
• Data and analytics (some marketplaces provide insights into profile visits or other metrics)

Some of the best-known marketplaces are Deskpass, Coworker, LiquidSpace, Drop Desk, and Croissant but you can also get listed on many more.

Your listing includes information about your space, pricing, meeting rooms, and amenities. Usually, there’s also a section where customers can provide reviews.

Marketplaces provide a huge variety of filtering options for the end-user. These include but are not limited to location, amenities, pricing range, and capacity. This functionality makes it easy for website users to find the best space based on their particular needs.

Deskpass marketplace

#2 Content Marketing

Recent research found that 44% of all leads are generated via a business’s website landing page. To bring website visitors organically, you really need to invest in content marketing and SEO. In fact, now you should be doing AI SEO.

At its core, content marketing is a tool to attract users to your website, build trust and credibility, convert them to leads, and eventually to customers.

It takes time to bring results but it’s one of the most effective and long-lasting strategies for lead generation. Also, it’s relatively inexpensive. Consider website content, blog posts, eBooks, videos, and anything else that brings value to your target audience.

Some other high-level content that can be extremely valuable is: 

• Testimonials and case studies
• Podcasts/Video podcasts 
• Virtual Tours
• Member Takeovers (A Day in the Life)

And never forget – create content that helps! Don’t create content for the sake of content. Put yourself in the prospect’s shoes. If you were searching for a coworking space, or even somewhere to go once in a while for a change of scenery, what would pique your interest? What would get you excited?

If you’re looking for content marketing know-how, particularly in the coworking industry, I recommend Cat Johnson’s blog. And, if you’re totally new to content marketing, then HubSpot’s free online course or Moz’s guide for beginners are for you.

#3 Run Geo-Targeted Ads with “Flexible First” Messaging

Sometimes, your next member is just a block away, working from a noisy cafe, a crowded kitchen table, or an overpriced office that doesn’t meet their needs. Geo-targeted advertising is a smart way to reach local professionals right where they’re at. 

Use platforms like Facebook, Instagram, and Google Ads to run hyper-local campaigns targeting users within a specific radius of your space – especially near coffee shops, apartment complexes, or heavy office areas. 

Craft playful, relatable messaging that speaks to their daily frustrations, such as: 

• “Still taking Zoom calls from your couch? Adding a beach background to hide your kids’ toys?
• “Your office deserves better coffee – and faster wi-fi”
• “Work where you can actually get things done.”

To boost conversions even further, pair these light-hearted messages with an easy, no-pressure offer: 

• “Book a free tour and get a latte on us.”
• “Try a day of coworking free – no strings attached.”

This kind of targeted messaging doesn’t just raise awareness – it speaks directly to a need your audience already feels. With the right radius, timing, and messaging, you can connect with high-intent prospects who are ready for a change.

#4 Google Business Profile

Google Business Profile, formerly Google My Business, is often neglected by shared space operators. And this is a huge mistake because it’s an extremely powerful lead-generation tool for coworking spaces.

That’s true, especially for businesses with physical locations like flex spaces.

The Google Business listing provides you with the opportunity to list your business on Google Maps and appear for local search results on Google.

The profile includes essential information about your space — address, working hours, website, products, photos, customer reviews, and more.

It makes it easier for you to promote your business and generate traffic to your website, which you can eventually convert to closed deals.

Whether you already have an existing listing or you’re about to create one, make sure that the information you enter is complete and current.

Also, don’t forget to ask for reviews from your customers. Customer reviews build credibility and trust, and will often be a deciding factor for someone who’s looking for a shared space.

Here’s some useful insight on Google Business from Jamie Russo.

And if you’re totally new to this, check out the following resources:

• How do I get my business listed on Google Search and Maps
• The Ultimate Guide to Google My Business

#5 Real Estate Brokers

Brokers (whether they are a company or individual) can help you find customers for your space faster and with minimum effort on your end.

Of course, you have to pay them a commission. However, brokers will save you lots of precious time, stress, and money in the long term.

While they work on bringing new members to your space, you have the opportunity to focus your time and efforts elsewhere. You can focus on working on your strategy, your expansion plans, improving your customer service, or whatnot.

Brokers are extremely good at Sales and negotiations and have a profound understanding of the market and the demand.

They have access and connections to an audience that you most probably can’t reach on your own.

Also, they will always work in your interest and try to negotiate the best price and terms for your business.

#6 Google Ads

Google ads, whether they are Display or Search ads, can be another useful tool to generate leads for your coworking space. They can be rather expensive, though, so consider this opportunity carefully.

To understand if it’s worth the price, spend some time doing the math. Calculating indicators such as ROI and Customer Lifetime Value can be helpful.

Also, make sure that your website is well-designed, provides a pleasant user experience, and has all the information a visitor needs to make a decision.

There’s absolutely no sense in paying for Google Ads if your website is bad, slow, or incomplete. If you have absolutely no experience with digital advertising or marketing, it’s better to have someone who does by your side.

Google Ads have their specifics and an experienced person will help you make the most out of them. Depending on your budget this might be an agency or someone who works for you on a part-time basis.

Improve Lead Generation for Your Coworking Space

Lead generation, winning, and retaining clients can be challenging. And coworking space owners are facing stiff competition. By following the strategies and tips outlined above, you’ll strengthen your lead generation strategy and start to grow your business.

You also need the right technology to manage your coworking space. Here comes OfficeRnD Flex.

FAQ

How Do You Attract Customers to Coworking Spaces?

To attract new customers to coworking spaces, make sure you’re running effective social media and email marketing campaigns. And don’t forget that your current members are an important part of your lead generation success.

Use their positive recommendations to entice new customers and consider a referral program. Hosting or sponsoring events and offering a free trial are also successful strategies.

How Do You Increase Sales for a Coworking Space?

To increase sales for a coworking space, you need to convert prospects to customers. Lead generation is only part of the process. You also need to be good at closing new customers.

Work at really understanding what your customers want and make sure you reflect that during the sales process. Don’t forget to train your salespeople well so they understand what it is that makes you unique against the competition.

Who Is the Target Market for Coworking Spaces?

Remote and hybrid working isn’t going away. This provides an opportunity for coworking space owners to attract new customers and grow their businesses. The target market could be both B2C and B2B.

It may include individuals, such as freelancers, digital nomads, or small business owners. It could also include teams looking for space to run development sessions or bring hybrid teams together for an in-person session.

What’s the Best Platform for Generating Coworking Space Leads?

There’s no one best platform to use. Rather, create a plan for using multiple channels and strategies, combining social media, email marketing, online ads, discounts, and events. Then, track how successful your lead-generation efforts are.

Put more energy into the tactics that are working, and avoid dumping money into the ones that aren’t generating many leads. That way, you can grow your business in a sustainable way.

What are the Best Ways to Generate Leads for a Coworking Space?

To effectively generate leads for your coworking space, take a well-rounded approach that blends digital strategy with real-world connections. Start by optimizing your online presence with strong local SEO, an easy-to-read, engaging website, and an active social media presence. At the same time, focus on building a thriving community through events, partnerships with local businesses, and marketing efforts that speak directly to your ideal members. When these elements work together, they create a steady pipeline of qualified leads and long-term growth.