How to Market a New Coworking Space

In our webinar, What Coworking Operators Need to Know in 2025, we covered some of the hottest topics in coworking from marketing your coworking space to automation and AI.

One question that sparked quite a bit of conversation was around marketing a new coworking space. The question was:

We’re a few months away from launching our 1st location, and I’d love to hear anything that you think would be helpful for a new coworking operator.

The advice was so good, we knew we needed to share it in a Coworking Quick Tip. Here’s how to market your brand new coworking space, according to Jerome Chang, Founder at BLANKSPACES, Jackie Latragna, CMO at Pacific Workplaces, and Jenna Macken, Customer Success Team Lead at Optix.

1. Host as many events as possible

Jerome was a big advocate for using events to promote your coworking space. He recommends hosting as many events as possible, as these events can serve as both a lead gen opportunity and a tour in one. 

Interestingly, he notes that he would avoid hosting a big launch party or a single large event, as they tend to be expensive and lack staying power. Instead, he recommends using that budget spread across multiple smaller events to consistently bring people in.

Recurring events (weekly or monthly) keep momentum going, help build word-of-mouth, and work to build a more committed community.

2. Make sure people can find you

When opening a new Pacific Workplaces location, Jackie experienced some challenges with people not being able to find the space. Her biggest piece of advice then was to make sure you are discoverable by your target audience – that is, make sure people can find you!

This includes:

• Filling out your Google Business Profile and ensuring information is accurate and complete
• Get on Google and Apple Maps
• Put signage in front of your space and ensure it is clear

If your space is difficult to find or see from the outside, Jerome suggests creating a video walkthrough from the sidewalk to your entrance and sharing the video link with new visitors before they arrive. You can also put the video walk-through link in your email signature so people can easily access directions to the space.

3. Build strategic local partnerships

Building the right partnerships can take your coworking space business far, especially when you’re just trying to get the word out.

According to Jerome, you can work with small local business agencies, tourism boards, and Small Business Administration (SBA) groups to gain visibility. If you’re in a smaller or rural coworking market, then partnering with your local Chamber of Commerce can be very effective in getting the word out.

Aside from working with more official administrations, Jackie recommends introducing yourself to nearby businesses and building relationships with cafes, fitness centers, and other spots your potential members frequent. Get creative with your collaborations to drum up excitement!

4. Leverage word-of-mouth and referrals

It’s no secret that referral marketing is a powerful tool in the coworking world. Ask early members, friends, and family to champion your space and leave Google reviews as soon as you can to help build social proof.

Creating a strong referral program right off the bat can also be a way to capitalize on early interest, says Jackie. Offer discounts or perks for members who bring others into the space to help build momentum.

Events, loyalty programs, and even simple social media shares from members can be powerful in building awareness.

Watch the full webinar on the Optix YouTube channel!

The Optix YouTube channel is full of actionable tips and advice for coworking space owners and operators, from how to acquire members to the history of coworking software, and so much more.

You can watch the full replay of this webinar there, along with heaps of other resources, with more being added soon!

Curious to hear if Optix would be a good fit for your business? Reach out to a member of our team – we’d love to chat!