Tired of chasing cold leads that ghost you after one tour? You're not alone. In 2025, coworking spaces realize that traditional lead generation tactics no longer work.
Lead generation today is all about precision, personality, and smarter workflows. If your strategy still relies on the same Facebook ad you ran in 2019, it’s time for an upgrade.
What is lead generation, and why is it important?
Lead generation is the process of attracting and converting prospects into someone who has shown interest in your coworking space. But this isn’t about getting random clicks. It’s about identifying quality leads—those who are likely to become long-term, engaged members.
In 2025, customer journeys are more fragmented than ever. People don’t just visit your website and sign up. They lurk. They compare. They ask Reddit. Effective lead generation helps you:
- Fill vacant desks and private offices
- Build a sustainable community
- Increase recurring revenue
- Maintain a competitive advantage in an increasingly crowded market
See an example.
Industrious uses beautifully crafted landing pages for specific cities and neighborhoods. When a user lands on one, they’re offered a tour and a custom quote based on team size.
Effective lead generation strategies for coworking spaces
Here are the most effective strategies coworking spaces are using to capture more leads in 2025.
Start a referral program
Referral programs are still a total win—especially in coworking. But here’s the thing: no one gets excited about boring, corporate referral copy. So have some fun with it.
Example: "Refer a friend and we’ll name our next meeting room after your pet. Also, you both get a free month. Fair?"
It works because it feels like part of the community, not a marketing ploy. And in 2025, some coworking brands are doubling down on that vibe with exclusive “referrer events.” Think invite-only rooftop mixers, pop-up dinners, or even coworking retreats for members who brought in a friend. It's referral marketing, but with personality.
Want to go all in? Try tiered referral rewards:
- 1 referral = free week
- 3 referrals = free month
- 5 referrals = your own parking spot named after you (yes, really)
Why it works:
- Leveraging your community's network = warm leads
- Builds loyalty among existing members
- Minimal ad spend
- Adds a personal, memorable touch to the lead generation journey
Workville's referral program rewards members with gift cards for bringing in new members. You receive a $150 gift card if your referral signs up for a 3-month membership and a $500 gift card for a 6-month commitment. The process is straightforward: email an introduction with your friend's details, and once they join, you'll receive your reward.
Grow your email marketing list
The good old email list is still a powerhouse. If used right. That means no generic monthly newsletters. Instead, segment your list by lead type (freelancer, startup, enterprise team) and location.
Offer downloadable resources in exchange for emails:
- "Coworking in [Your City] Starter Guide"
- "The Remote Team’s Toolkit"
- "Office or Coworking? A Cost Comparison"
Example: Everything Coworking provides a Coworking Sample Pro Forma in Google Sheets. Users input their own assumptions to draft financial projections for their coworking space. Accessing this tool requires an email sign-up, effectively capturing leads interested in coworking operations.
Use no-code tools like MailerLite or ConvertKit to create campaigns and track open rates.
In 2025, smart coworking operators use behavioral triggers to move leads down the funnel:
- If someone downloads the "Remote Team Toolkit," follow up with a virtual tour invite.
- If a lead clicks on pricing but doesn't convert, send a case study showing how another startup saved money by switching to coworking.
Email personalization has also evolved beyond "Hi [First Name]." It’s about relevant timing, tailored offers, and adding value.
Bonus tip:
Include micro-segmentation like "Visited space but didn't book," and hit them with a personalized follow-up. You'll be shocked at the conversions. Even a short email like "Still thinking about joining us? Here’s a free day pass. No strings attached." can win them over.
Don’t sleep on reactivation campaigns either. That long-lost lead from eight months ago? They might just need a nudge.
Leverage social media (but be real)
In 2025, it's not about more posts. It's about better stories. Highlight your community, not your amenities. Feature behind-the-scenes reels, unfiltered testimonials, pet days, random cake parties — the things that show your space has soul.
Don't just showcase your space when it's full and buzzing — show it when it's quiet, messy, or in setup mode. That rawness is relatable.
User-generated content is another goldmine. Encourage members to tag your space and reshare with context: “Here’s what 9AM looks like at [YourSpaceName]. Yes, that’s banana bread.”
Platforms to prioritize:
- Instagram: Visual storytelling, Reels, and interactive Stories
- LinkedIn: B2B leads, corporate clients, remote teams
- TikTok: Yes, even for coworking. Trends + creativity = awareness
Bonus ideas for TikTok:
- Day-in-the-life of a remote worker in your space
- Workspace transformation time-lapses
- Member mini-interviews: "What do you actually do for work?"
Tools:
Use AI-powered automation (like Buffer or Hootsuite with ChatGPT plugins) to schedule content, freeing up support staff to focus on IRL interactions.
Use Canva templates to keep branding consistent but fresh, and consider using Descript or CapCut to add subtitles and captions automatically. Accessibility boosts engagement.
Community-driven series ideas:
- #MemberMondays: Weekly spotlight with a member's workspace and backstory
- #CoworkingConfessions: Anonymous or quirky things overheard in the lounge
- #DeskSetupGoals: Encourage members to show off their workspace style
In short, social media in 2025 should reflect your values, not just your vacancy.
Offer free trials (with a twist)
A one-day free trial is fine. But it’s overdone. Try rebranding it with catchy names like “First Monday On Us,” “Remote Work Test Drive,” or “Drop-In Friday.” Or go bold with something like “Get your first month for $1 if you bring your dog.”
Other creative trial campaigns may include invite-only coworking days like “Friends of Members Thursday,” pairing trials with events such as “Try the space + join our founder breakfast,” or offering a free trial that includes a 15-minute productivity coaching session. You can also create urgency by using scarcity messaging like “Only 10 trial spots available this month. Book yours now.”
Track signups with tools like Calendly or Mixpanel to see what messaging works best. Then iterate.
See an example.
25N Coworking hosts a monthly “Free Friday” event, inviting anyone to experience their workspace for a full day at no cost. This initiative is designed to attract deal-seekers, remote workers needing a change of scenery, or those curious about coworking. Attendees enjoy fresh coffee, a productive environment, and the opportunity to connect with the community.
Pro tip: Send trial users a feedback form the next day with a soft CTA to book again—sometimes all it takes is a simple nudge.
Set up and optimize your Google business profile
You’d be shocked how many coworking spaces still don’t claim or update their Google Business Profile. In 2025, this is table stakes.
Start by adding high-quality photos. It can be inside shots, busy days, and even empty rooms. Keep your hours up-to-date, especially during holidays or if you offer extended hours. Write keyword-rich descriptions like “coworking space with meeting rooms in Downtown Austin.” Link directly to book a tour or claim a trial, and make sure your name, address, and phone number are consistent across the web.
To go further, post weekly updates such as new blog posts, events, or specials. Add FAQs like “Is parking free?” or “Do you allow dogs?” Enable the chat feature to answer real-time questions and reduce bounce.
Encourage current members to leave honest reviews. Authenticity ranks higher than over-polished testimonials. And remember: Google reviews influence SEO and trust. Keep it fresh, fun, and factual.
Create a great website (not just a pretty one)
Your website is your 24/7 sales agent. If it loads slowly, looks outdated, or buries the “Book a Tour” button, you’re actively losing leads.
You need clear CTAs such as book, call, or chat options. Add live chat with AI support tools like Intercom or Tidio. Prioritize a mobile-first design and showcase member stories instead of just listing features. Build conversion-focused landing pages that speak to specific user types.
Use local SEO strategies. Integrate keywords like “coworking space in [City] with private offices” across your meta descriptions, headers, and alt text. Bonus points if you have location-specific pages for different branches.
Breather's website has clean design, plenty of white space, and prominent call-to-action (CTA) buttons like “Book Now” or “Explore Spaces” that help users easily navigate through the booking process.
Pro tips
Use Hotjar or Microsoft Clarity heatmaps to see where visitors are dropping off. Run A/B tests on landing page calls to action, such as “Get a free trial”. Add a virtual tour feature as people expect it now. And don’t forget trust signals: verified member testimonials, partner logos, and a privacy-complaint cookie banner. Data privacy and compliance aren’t just legal concerns, they build credibility.
Google ads (if you do it right)
Google ads still work. But you’ll burn cash if you treat them like it’s 2018. Focus on location-based keywords, and retargeting ads for people who visited your site but didn’t convert.
In 2025, hot keywords include “flex office in [city name],” and “coworking space for startups near me.” Use AI-assisted ad writing tools like Jasper or Copy.ai to test different ad variations.
Bonus: Add data privacy and compliance statements to your landing pages to build trust. For example, highlight that you're a "GDPR-compliant workspace with secure WiFi and keyless entry."
Also, experiment with:
Smart bidding strategies using Google’s Performance Max campaigns. Try call-only ads during business hours. Use lookalike audiences based on your member demographics.
Retargeting is your best friend. Use display ads to follow website visitors across the web with a soft CTA like “Still need a desk in [City]? We saved you a spot.”
Final thoughts: let your space do the talking
In 2025, lead generation is a mix of tech and touch. Use AI-powered automation to handle repetitive and lengthy processes. Free up your support staff to focus on real human interactions. Build smarter workflows, tell real stories, and make your members your marketers.
Don't try to be everything to everyone. Be unforgettable to the right few.
Want to see what the top-performing coworking brands are doing right now? Book a free demo with Spacebring and see how smarter tools can fill your space faster.
The article was written by Collin Hicks—entrepreneur and business strategist. With over 15 years of experience, Collin Hicks is an entrepreneur who’s passionate about building businesses—and helping others do the same.
