That's the idea at the heart of a recent webinar hosted by ezeep, featuring Coworks founder and CEO DeShawn Brown and ezeep Product Manager Karen.
The conversation — titled Turn Operational Friction Into Member Sign-Ups — is one of the most practical, down-to-earth sessions we've seen on the connection between your day-to-day operations and your bottom line.
And the good news? You can watch the whole thing on demand, right now.
Most coworking operators think about growth in terms of leads, ads, and social media. But DeShawn reframes it completely: the tour is your best marketing asset.
"Everything I need is here," is what you want a prospective member walking away thinking. Not "I'll have to ask the manager about that" or "I wonder how the printing works." The moment your operations feel clunky during a tour, you've already lost a little ground.
Karen puts some real numbers behind this. If you give 40 tours a month and convert at 25%, that's 10 new members. Nudge that conversion rate up by just 3 percentage points — a very achievable goal — and you're looking at roughly $60,000 in additional annual revenue, without spending a dollar more on marketing. Small operational improvements create meaningful, compounding results.
DeShawn makes a point that's worth sitting with: the table stakes have changed.
"They don't want to call the manager to say, 'Can you book this room for me?' They want it to be seamless. They want it to be quick. They want it on demand."
Today's members, whether they're a freelancer, a small startup shipping labels, or an enterprise team needing reliable printing for contracts, expect your space to work like the professional environment they're paying for. If they have to jump through hoops to use a printer or figure out how to book a room, it doesn't just frustrate them. It makes them wonder why they're paying you instead of just working from home.
The webinar digs into what "seamless" actually looks like in practice and what the real cost of friction is when it shows up during onboarding.
One of the most refreshing parts of the conversation is DeShawn's pushback on a common misconception in the coworking world.
"Some people confuse 'I'll do it for you' as delivering great service. But a lot of times that's one, not necessary. Two, not scalable. And three, counterintuitive."
True hospitality, in his view, is empowering members to do things themselves — quickly, easily, and without needing to flag down a manager. A member who can book a room, check their invoice, or grab a print job in under 30 seconds isn't getting a lesser experience. They're getting a better one.
This reframe has real implications for how you think about your tech stack, your onboarding flow, and where your team's time actually goes.
The webinar also gets specific about one of the biggest time sinks in coworking operations: systems that don't talk to each other.
DeShawn shares a story from Coworks' own home base in Raleigh, North Carolina. Onboarding used to be a two-and-a-half-hour sitting. Now? It's a 20-minute walkthrough that ends with: "Everything you need is in the app." That's two hours back per new member — hours that can go toward community building, more tours, or just breathing room for your team.
Karen walks through the math on staff time in a similar way. If printing and billing issues alone are eating six to eight hours a month, getting that down to two hours frees up 60 hours of staff capacity per year. That's a lot of tours.
The webinar goes deep on how integrated tools like the Coworks and ezeep integration make this possible, and includes a live demo walkthrough so you can see exactly what it looks like in action.
This isn't a product pitch disguised as a webinar. It's a genuinely useful conversation between two operators who think carefully about the member experience. In addition to the strategic framing, Karen and DeShawn walk through:
DeShawn also shares a practical tip for figuring out where your biggest operational gaps are, without having to track your time down to the minute. It's simple, it works, and it might change how you look at your member interactions.
Your next member might be one smooth tour away.