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5 steps to find and attract members to a coworking space

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We frequently get asked this question. “I am starting a coworking space but how do I find and attract members?” The trick is to know what you are looking for. According to the 2017 Global Survey, the average age of a member in a coworking space was 37 (last year there were almost 600,000 members in USA between the ages of 30 and 45), 35% of which were employees of a company, 53% were male and in a serious relationship. 44% were female in a serious relationship and almost half of those were mothers. So to sum it up, you are not looking for the twenty-something tech genius that is starting a company out of his mom and dad’s garage (of course if you can find one of those you should definitely recruit them, it never hurts to diversify).
The reality is that 43% of the European workforce works remotely. So if you are starting a coworking space and are between the ages of 30 and 45 chances are that nearly half the people you know have the ability to work remotely and could use a coworking space. So finding them should not be that hard. The next part gets a little more tricky. How do you attract them? If someone has had the ability to work from home for the last 5 to 10 years they tend to feel comfortable working from home. So, touting all the amenities that your space has probably isn’t going to be a very effective tactic. However that same person that has had the liberty to work from home for the last decade, is probably feeling this new epidemic of loneliness. Multiple studies have reported that loneliness, especially on a chronic basis, can subject you to depression, frustration and career burnout. It turns out that they need the interactions that they would get on a regular basis at the office. The benefit of a coworking space for them is the ability to choose when and how often they have those interactions. So then how do we attract them? Don’t hard sell them. You’re asking them to make a change to their routine. That is a difficult change. It should happen slowly and naturally. So instead of hard selling them, just ask them to participate a little. Use free coworking days. Attend events. Get them to try working out of your space a couple of days a week or month rather than trying to make a full time membership worth it. The reality is that they want to work out of your space and somewhere, deep down they know it is a good fit for them. They just need the time and the opportunity to reach that decision on their own. So, use the one thing that truly doesn’t cost your space much—certainly less than the three times a week ad in your local paper or publication—use the one-time drop in.

About Overtaim

OvertAim coworking spaces and offices are the perfect environment for your business to grow. We are designed to change with your venture, letting you add or subtract desks month by month. And you’ll be part of a community of entrepreneurs, freelancers, startups with plenty of opportunity to network, share and collaborate.