Sales and Marketing for Coworking Spaces in the Age of AI

Like many coworking space operators, you’re likely setting ambitious growth targets and reviewing your sales and marketing efforts to grow your coworking community in 2025. Embracing innovative AI developments can help you get ahead of the curve. According to Deloitte research, the adoption of generative AI tools for work increased by 66%, from four to seven million between 2023 and 2024, and is predicted to continue into 2025.

From freeing up your and your community manager’s time to building up a pipeline of leads with reduced manual input, let’s explore how AI can benefit your sales and marketing activity. 

A powerful brand presence

Search algorithms are developing yet again, and it’s good news for coworking spaces with strong brand identities, explains John Williams, advising operators “to double down on brand” at the GCUC UK conference in October. Last spring, Google launched an AI search engine to generate more intentional results, filtering out low-quality and unhelpful content. 

In the context of coworking, this AI development can help place a workspace business with intentional branding in a good position to attract a right-fit community of coworkers. According to Williams, local and independent coworking spaces stand to benefit most from these AI developments, aligning with wider conversations around feeling a sense of belonging, community, and connection in the workplace. 

In the age of AI, you can’t rest your laurels on customers stumbling across your workspace on foot (well, unless you have a standout space on the high street). When deciding where to place your marketing resource, having a navigable, visually appealing website is no longer optional – it’s essential. AI tools in website platforms can help you build and maintain your site, with many developments supporting site updates, content creation, and improved online accessibility, such as generating automated captions for images and videos. 

Advancing AI technologies can be particularly advantageous for smaller coworking owners, operators, and community managers, who typically do it all themselves. 

Support for community managers

Community managers, primarily hired to build a thriving coworking community, often act in sales and marketing positions, bringing in new members, sending out email and social media communications, and arranging coworking tours for potential customers.

AI can ease many sales and marketing tasks for community managers. For example, embedding chatbots or LLMs (large language models) into your website supports communication with prospects and reduces lost leads by human error. 

Nexudus cofounder, Adrian Palacios, explains how “embedding generative AI technologies into chat systems give users specific responses they’re looking for.” You can teach chatbots the specifics of your workspace based on frequently asked questions. For example, a chatbot can instantly reply to a query about your pet policy. For more challenging questions, such as varied membership tiers, a chatbot can direct to specific web pages and articles. 

The instantaneous nature of chatbots aids prospects in their decision-making process, boosting their probability of conversion. To personalise this experience, it’s recommended that you give your chatbot an on-brand personality, one that naturally projects your values and converses with prospects.

Equally, online tours enhanced by AI assistants can continuously improve your sales techniques, offering insights into customer preferences and providing useful onboarding content for training new team members. For instance, if you’re receiving a sudden surge of requests for physical tours, conducting online tours can reduce the time community managers spend with prospects. 

Whether using chatbots or AI assistants for your sales and marketing, these tech developments benefit your business by significantly freeing up your team’s time to focus on more intentional community-building activities, instead of spending time on cumbersome admin tasks. As the average community manager can burn out after spending only three years in the role, AI technology can hugely improve staff retention and happiness, impacting the overall vibe of your coworking space. 

Personalised marketing interactions

Generative AI technology opens the doors to more tailored marketing strategies, helping you connect with your target audience. One area where this is particularly impactful is remarketing – a sales technique that pushes a prospect back to your sales page to complete their registration, such as when signing up to join your coworking space or booking a desk for the day. 

Remarketing relies on AI technology to track when people have been looking at your website or social media channels. Even further, you can revisit your marketing database to send out timely and insightful marketing messages, social media ads, or tailored promotions that speak directly to potential members. The main tool you’ll need is a customer relationship management (CRM) system – taking prospects through the booking journey from enquiry to contract completion, tracking progress through every stage. 

Coworking attracts many different types of people, but with AI, you can segment your audiences effectively. For example, targeting freelancers and more transient community members may involve blasting out regular communications that showcase your awesome event programme, and spotlight new members. Meanwhile, a strategy for selling larger office space may require sending out more personalised and formal communications, especially when reaching out to corporates. You don’t particularly want to risk mixing those two audiences up.  

In coworking, dynamic pricing is another powerful application of AI, that analyses historical data and space utilisation metrics on bookable amenities – such as meeting rooms, podcast studios, and hirable event space – and adjusts prices in real time. For instance, AI can automatically increase costs for an event space for a Friday evening in December, by offering that space at a reduced price throughout the rest of the year. This technology ensures you're capturing the highest value for your space.

Balancing AI with the future of coworking

But while AI is super helpful for assisting your sales and marketing process, the essence of coworking is community, connection, and collaboration. Yes, embracing technology in the age of AI is essential, but consider how you can combine that with the human touch to ensure you not only build a pipeline of leads but also attract the right fit individuals to grow your coworking business in the year ahead.