Before I say this next sentence, let me just preface by saying that I mean no disrespect to anyone. With that covered off, here’s what I was going to say:
Beyond a certain extent, a corking space is a coworking space is a coworking space.
Wondering what I mean?
I mean that, while some flexible office spaces have better design, higher quality amenities, and more convenient locations than others, at the end of the day a workspace is a workspace.
Hear me out.
What matters more than your space itself is the community you build within its walls and the people who bring it to life.
Think of it in this hypothetical way:
Imagine you’re a self-employed design professional who thrives in a creative environment and loves collaborating with people who share that passion.
You’re looking for a coworking space for your small business and you’re exploring your options.
There are five spaces in your area. All five have free snacks and coffee, on-site parking, walkable proximity to all the amenities you need. They’re all well-designed with ample natural light and great views.
How do you decide between them?
You look for a differentiator.
And in many cases, this differentiator is the professional community in the space and the people who work there.
If you can identify that one space, in particular, is a creative hub by design and is packed with young professionals with complementary skills to your own, whereas the other spaces are filled with corporate satellite teams primarily rooted in, say, the finance and mining industries, the right choice is going to be abundantly clear.
This is why, as a coworking operator, your members are some of your best salespeople.
And how do you leverage their powerful voices to bring new paying members into your coworking space?
By sharing member stories, spotlights, and profiles on your blog and social media, in your email campaigns and newsletters.
Connect with your members. Learn more about who they are, what they do, what motivates them, what they aspire to. Find out who their customers are and how they serve them. Ask them why they chose your space and how their experience has been.
Then, share it with the world!
Promote your members and use your platforms to support them. Showcase the amazing, incredible, talented, hard-working people who call your coworking space home for their businesses. Show your prospective members the type of people they’ll be surrounded by when they sign up for your space.
But remember the 80/20 rule here: your member profiles should focus 80% on your members and their businesses and 20% on your space. You’re directly promoting them, and in turn indirectly promoting yourself.
And also remember this: every coworking space has walls, desks, and amenities. But not every coworking space has your incredible community and amazing members.
Show them off.
In doing so, they’ll be some of your best salespeople without ever having to lift a finger.
I work with coworking operators from across North America to interview their members and create member profiles that highlight their unique professional communities. If you’d like to learn more about the process, or if you’re interested in bringing on some help to create these kinds of profiles, get in touch with me today.
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