Coworking Space Lead Generation: Filling Desks Through Email

The Coworking Occupancy Challenge

Coworking spaces have high fixed costs and depend on maintaining strong occupancy rates to stay profitable. With more coworking options opening in every market, passive marketing and listing on coworking directories is no longer enough to keep desks full. Proactive email outreach to potential members and business clients is essential for maintaining and growing occupancy.

The coworking market has evolved beyond just freelancers and solopreneurs. Remote employees, small teams, growing startups, and established businesses looking for satellite offices all represent potential coworking clients. Reaching each segment requires targeted outreach with messaging that speaks to their specific workspace needs.

Target Segments for Coworking Outreach

Different coworking prospects have different needs and motivations. Segment your outreach accordingly:

• Freelancers and solopreneurs: They need affordable workspace, community, and networking opportunities. Target this group through local business organizations and freelancer communities.
• Remote workers: Employees of distributed companies who need a professional workspace away from home. Target companies with remote-first or hybrid work policies.
• Startups and small teams: They need flexible office space that can scale with their growth. Target accelerator and incubator graduates, venture-backed startups, and fast-growing small businesses.
• Established businesses: Companies that need satellite offices, project spaces, or flexible expansion capacity. Target businesses opening a new market presence in your city.
• Corporate teams: Large companies that use coworking for innovation labs, temporary project teams, or traveling employees.

Finding Potential Members Through Email

Easy Email Finder helps coworking spaces identify potential business clients. Search for startups, consulting firms, marketing agencies, tech companies, and other businesses in your area that might benefit from flexible workspace. Extract their email addresses and reach out with tailored membership proposals.

You can also target businesses that are currently operating from suboptimal spaces. Companies working from coffee shops, home offices, or cramped retail spaces are prime candidates for coworking membership.

Crafting Coworking Outreach Emails

Your outreach should address the specific pain points of each segment:

1. For freelancers: Emphasize community, networking events, and the productivity benefits of a dedicated workspace versus working from home or coffee shops.
2. For startups: Highlight flexible lease terms, scaling options, and the talent pool within your community. Mention any startup-focused amenities like pitch practice rooms or investor networking events.
3. For corporate teams: Focus on professionalism, IT infrastructure, meeting room availability, and the ability to accommodate team size changes without long-term lease commitments.
4. For all segments: Offer a free day pass or week trial so they can experience your space before committing. Include photos and a virtual tour link in your email.

Building Corporate Partnerships

Some of the highest-value coworking revenue comes from corporate partnerships. Large companies increasingly use coworking memberships as a benefit for remote employees or as flexible space for distributed teams. Reach out to HR departments and workplace experience managers at companies in your market to propose corporate membership packages.

Event-Based Lead Generation

Hosting community events is one of the best ways to introduce potential members to your space. Use email to promote workshops, networking events, lunch-and-learns, and industry meetups hosted at your coworking space. Every attendee is a potential member who gets to experience your space firsthand.

Retention Through Community

Keeping existing members is more cost-effective than acquiring new ones. Use email to strengthen your community by announcing member achievements, promoting internal networking opportunities, sharing upcoming events, and soliciting feedback on how to improve the space. A strong community reduces churn and turns members into ambassadors who refer others.

Conclusion

Coworking spaces that proactively reach potential members through email maintain higher occupancy and build stronger communities. Use Easy Email Finder to identify businesses and professionals in your market who could benefit from flexible workspace, segment your outreach by target audience, and offer low-risk trial experiences to convert prospects into members. The coworking spaces that market proactively will thrive while those waiting for walk-ins will struggle to fill their desks.