What Coworking Operators Need to Know in 2025

2025 is off to quite the start in the coworking world with mergers, acquisitions, the list goes on.

But what are the topics that coworking operators on the ground can’t stop talking about? That’s what we covered in our first webinar of the year featuring Jerome Chang, Founder at BLANKSPACES and Jackie Latragna, Chief Marketing Officer at Pacific Workplaces.

Our conversation focused on four key areas that are coming up more and more in our conversations with operators:

• Marketing your coworking space
• Automation, AI, and the coworking tech stack
• Virtual mail
• Member experience and hospitality 

Here’s a summary of all that was covered in this in-depth conversation! If you’re interested in learning more about this conversation, you can watch the full webinar replay on the Optix YouTube channel.

Marketing your coworking space

Marketing is a hot topic in coworking, and it was a topic that attendees had many questions about. We chatted about the marketing channels that are working best for most operators right now, how to market a new coworking space, and managing as a one-person marketing team.

1. There is no one-size-fits-all approach to marketing

When we asked attendees what marketing channels were working best for them right now, organic social media and referrals came out on top. While everyone agreed referrals were key, neither Jerome nor Jackie had much success with organic social.

While Jerome invested heavily in SEO, Jackie found success with paid google and social ads. All this to say, when it comes to marketing channels, there is no one-size-fits-all approach. It’s all about finding what works best for you.

2. Know your audience and tailor your marketing efforts accordingly

So how do you go about selecting the right marketing channels for your business? It comes down to knowing your audience and knowing your market.

While smaller markets may be better off focusing on community-driven channels like social media and referrals, SEO may fare better in a larger market like Los Angeles where the demand for coworking is already there. As with so many things in marketing, success comes down to knowing your ideal customer profile (ICP) inside and out.

3. Referral programs and community-driven marketing are powerful

Word-of-mouth referrals and local community engagement are some of the most effective ways to grow a coworking space, according to our panel of experts and many of those in attendance.

Finding creative ways of getting the word out about your coworking space can help attract new members to your space. Don’t be afraid to think outside the box here!

Automation, AI, and the coworking tech stack

The technology landscape is changing fast, and coworking technology is not immune. There are tools available to coworking space operators now that have never been available before, and it’s transforming how you can run your business. We discussed how best to use automation to save time, AI sales agents, and how to go about integrating your coworking tech stack for maximum efficiency.

1. Integrations are key for streamlining operations

While close to 30% of attendees were using coworking software in their space, nearly a quarter of them were also using a CRM system, accounting system, or access control system.

Both Jerome and Jackie use multiple technology systems to manage their coworking space from coworking software to CRM to AI sales agents, and many more. These tools become much more valuable when they communicate with one another.

Connecting your CRM, coworking software, accounting system, and whatever else you may be using to one another ensures smoother workflows and better data management. It also opens up the opportunity for more automation.

2. Use email and communication automation to reduce manual work 

So what should you be automating in your coworking space? Automating member communication, such as follow-ups and milestone emails, improves engagement and reduces workload on staff, making it a great place to start.

Jerome recommends looking at any repetitive tasks you’re carrying out each day and considering how you can automate them. Consider integrating AI into your workflow, like in the form of an AI sales agent, like Jackie does.

3. Template as much as you can

One easy way to start automating in your coworking space is by creating templates or standard operating procedures that are carried out automatically by your team. A templated email response or a templates onboarding program ensures consistency while reducing the cognitive load on your team.

Jerome recommends creating templates for repetitive tasks, emails, and processes to standardize and speed up operations. It’s an approachable way of beginning to automate aspects of your coworking space.

Virtual mail

The popularity of virtual mail has skyrocketed in the last 2-3 years. Now, it’s commonplace for coworking spaces to offer a variety of virtual services, from virtual mail to virtual assistants, to virtual call answering. In fact, Jerome recommends that every coworking space operate a virtual mail program today.

1. Virtual mail is a major revenue driver

Offering virtual mail can provide a steady and scalable revenue source with relatively low overhead costs. Jackie shared that at their peak, virtual mail accounted for a whopping 35% of their revenue at Pacific Workplaces. 

Turns out, these numbers are relatively common in conversations with operators. While virtual mail is far more labor intensive than it used to be – thanks to complex regulation introduced by the USPS – it can still be a huge moneymaker for coworking spaces.

 2. Compliance and risk management are critical

As mentioned, virtual mail has become increasingly complex. Managing virtual mail requires adherence to strict compliance rules like CMRA, as well as proper risk mitigation strategies. You need to understand the legality of operating a virtual mail service and mitigate risk accordingly.

Jerome emphasizes that it’s a very operationally intensive and legally liable business, so understanding CMRA and regulations is key.

3. Marketing virtual mail requires adjustments

Marketing your virtual mail program can be a whole different beast compared to marketing private offices or hot desks. While many of the same tactics can be used, it typically requires its own strategy.

Along with adjustments to your marketing strategy, you’ll likely need to adjust your offering along the way, too. Reviewing service usage data and adjusting what you offer as part of your virtual mail program can enhance profitability and customer retention – like Jackie discovered along the way when they cut their live call answering services and improved profitability greatly.

Member experience and hospitality

Finally, we closed out the conversation by talking about member experience and hospitality. Experience is really the name of the game, and everything in your coworking space contributes to experience – from the staff that you hire to the technology that you choose to the events you host. Experience is a holistic practice, and every touchpoint with your brand matters.

1. Events are making a big comeback

Events are bigger than ever in the post-COVID coworking world. Networking events and community gatherings have regained popularity helping to strengthen coworking communities and attract new members.

Both Jerome and Jackie recommend running some strategic events whether it’s a casual happy hour or something bigger. There’s a real appetite for events again, both small and large.

2. Investing in community managers is essential

Skilled community managers play a crucial role in delivering an exceptional coworking experience and fostering a strong member community. Both Jerome and Jackie agreed that your community manager can make or break the entire experience for your members. 

As the face of your community, they are crucial in helping to shape the experience for your members, and investing in them is a big part of investing in the overall experience of your business.

3. Create personalized experiences through automation

Investing in experience doesn’t always mean it has to be time-intensive. Use automation to maintain consistent and personalized communication with members, improving retention and satisfaction.

Can you automate a quarterly check-in with a member? Can you send an automated survey after an interaction in your space? These small actions can add up to make a big difference in your community.

What topics are on your mind in 2025?

We covered a slew of topics in this webinar, with so many great questions from the audience. But we want to hear from YOU! What topics are on your mind this year? What are the things you can’t stop thinking about?

Head on over to YouTube and leave a comment on the video to let us know there. We’d love to have a conversation with you!