--- title: How coworking spaces turn visitors into community champions description: Coworking spaces convert visitors into members with strategic storytelling, personalized tours, and genuine connections, top tactics from industry leaders. image: https://www.coworks.com/hubfs/new%20visitors%20into%20members%20coworking.jpg --- false Cat Johnson # How coworking spaces turn visitors into community champions [ L Walker ](https://www.coworks.com/blog/author/l-walker) Jun 2, 2025 --- Listen to this article! 5:39   Visitors walk in your doors every day. Some for a tour, others for an event, maybe a quick meeting or to check out the vibe. How do you turn that brief encounter into something much bigger? In a recent[ Coworking Convo](https://catjohnson.co/coworking-convos) hosted by Cat Johnson, four seasoned coworking leaders shared their top tactics for converting visitors into members. The conversation was full of real talk, creative ideas, and reminders that selling in coworking isn’t about pressure. It’s about *belonging.* ### Meet the panel: - **Anne Kirby** – The Candy Factory, Lancaster, PA - **Jaime Muñoz** – CO+HOOTS, Phoenix, AZ - **Shervonne Cherry** – Spark Coworking, multiple locations - **Reed Thompson** – Satellite Workplaces & Deskworks ## Smart selling through environmental storytelling ![Anne Kirby](https://www.coworks.com/hs-fs/hubfs/Anne%20Kirby.png?width=200&height=200&name=Anne%20Kirby.png)Anne Kirby kicked things off with a powerful reminder: “*Smart selling through environmental storytelling.*” At The Candy Factory, Anne’s team uses subtle design choices: event calendars at the front desk, slide decks looping on screens, and signage throughout the space—to give guests a sense of the community in action. It's marketing without feeling like marketing. Every guest is treated like a potential member. “We introduce day passers to the people they’ll be working around. We say, ‘These are your roommates for the day,’” she said. Anne also recommends identifying your “super members,” those friendly regulars who love to chat—and making them part of the tour experience. “Those peer-to-peer connections are gold,” she added. ## Pro tip: Drink coffee while you give a tour ![Jaime Munoz](https://www.coworks.com/hs-fs/hubfs/Jaime%20Munoz.png?width=200&height=200&name=Jaime%20Munoz.png)Jaime Muñoz from CO+HOOTS believes that the energy you bring to a tour makes all the difference. “*Drink coffee while you give your tour,*” he said. “It forces you to slow down. It makes it feel relaxed and warm.” CO+HOOTS starts building rapport before the guest even arrives by doing a bit of research, checking out their LinkedIn or business website so the host can greet them by name and mention something personal. Jaime’s approach is about being present, authentic, and funny. “If you can make someone laugh during a tour, it creates a connection right away,” he said. He also uses FOMO as a subtle motivator. “We mention our events, our member wall, our history, so they don’t want to miss out.” And most importantly? “Believe in what you’re offering. If you know your space delivers value, the right people will want to be part of it.” ## Culture, conversations, and conversions ![Shervonne Cherry](https://www.coworks.com/hs-fs/hubfs/Shervonne%20Cherry.png?width=200&height=200&name=Shervonne%20Cherry.png)For Shervonne Cherry of Spark Coworking, the member journey starts with what she calls the *three Cs*: **culture, conversations, and conversions.** “Every single person who walks through your doors is a potential addition to your community,” she said. That’s why she trains her team to tailor each interaction based on why the person is visiting, be it an event, a tour, or just tagging along with a friend. Spark blends hospitality and entrepreneurship. That means high-energy welcomes, intentional “meetcutes” between guests and members, and even trial days in private offices to help prospects see themselves as part of the community. Shervonne also stressed the value of scripts and SOPs. “I *love* a good script,” she admitted. “But it should never feel robotic. It’s about being prepared to personalize the experience with confidence.” One of her most effective strategies? **Ecosystem partnership discounts**. “If someone is active in the local startup or small business scene, we give them a break on pricing. It makes them feel seen and it supports our community goals.” ## What are you afraid to ask? ![Reed Thompson](https://www.coworks.com/hs-fs/hubfs/Reed%20Thompson.png?width=200&height=200&name=Reed%20Thompson.png)Reed Thompson brought a sales-savvy lens to the panel, drawing from his career in tech and his current work with Deskworks and Satellite Workplaces. “We’re all salespeople, whether we like it or not,” he said. “The best ones just happen to ooze credibility and trust.” Reed encouraged coworking operators to move beyond surface-level questions during tours and follow-ups. Instead, ask things like: - “Can you describe the environment you want to work in?” - “What’s your timeline for finding a space?” - “How do we compare to what you’ve already seen?” - “What’s your decision process?” He also shared the classic BANT framework—**Budget, Authority, Need, Timeframe**—as a lens to evaluate prospects without turning the conversation into a hard sell. “It’s not about being pushy,” he said. “It’s about understanding where someone’s at.” ## It’s not so much about selling as finding a fit What these four leaders have in common is a belief that the best “sales” come from connection. That building community is the product. That no one should walk away feeling pitched to—but rather, *invited in*. When you: *Slow down and sip coffee during the tour…* *Introduce guests to your community…* *Share a story through your space and materials…* *Offer a trial that feels generous…* *Follow up with a personal note (not a canned email)…* …you’re not just converting visitors. You’re welcoming future collaborators, partners, and friends. ---   *Coworking Convos is a monthly virtual event series hosted by *[*Cat Johnson*](http://catjohnson.co/)*. In each conversation, a different topic is presented by guests with real experience, who are subject matter experts and walk the walk in the coworking and flex space industry.* *Coworks is a proud sponsoring partner of Coworking Convos, and we have the privilege of sharing these dispatches afterward — spotlighting the juicy tidbits and powerful takeaways shared in the hour-long conversation. * *But by no means does this replace the real value of being there! *[*Check out the next Convo and be in the room when it happens. *](https://catjohnson.co/coworking-convos/)   [Cat Johnson](https://www.coworks.com/blog/tag/cat-johnson) ## Similar posts Cat Johnson ### [Educating your local community: leaders share their take in Coworking Convos](https://www.coworks.com/blog/leaders-share-edcuating-local-community-in-coworking-convos) Cat Johnson leads another stellar group of speakers in this episode of Coworking Convos: Educating your local community about coworking. Read the... L Walker Aug 28, 2024 Cat Johnson ### [Events in your coworking space: experts share their wins in Coworking Convos](https://www.coworks.com/blog/events-in-your-coworking-space-experts-share-their-wins-in-coworking-convos) Discover how coworking experts use storytelling to create impactful events that foster community engagement and meaningful connections in coworking... L Walker Oct 31, 2024 Coworking Influencer ### [Event ideas and strategies for your coworking community](https://www.coworks.com/blog/event-ideas-and-strategies-for-your-coworking-community) Once again, Cat Johnson pulls together a stellar lineup of coworking leaders who generously share their event strategies. Grab the highlights here. L Walker Aug 28, 2023 ## Give yourself the tour then get in touch. [Watch A Demo ](https://www.coworks.com/watch-a-demo) ![](https://www.coworks.com/hubfs/Group2.svg) ![](https://www.coworks.com/hubfs/Group2eye.svg) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "L Walker", "url" : "https://www.coworks.com/blog/author/l-walker" }, "dateModified" : "2025-06-02T15:05:34.671Z", "datePublished" : "2025-06-02T15:05:34.000Z", "headline" : "How coworking spaces turn visitors into community champions", "image" : [ "https://www.coworks.com/hubfs/new%20visitors%20into%20members%20coworking.jpg" ], "mainEntityOfPage" : { "@id" : "https://www.coworks.com/blog/how-coworking-spaces-turn-visitors-into-community-champions", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.coworks.com/hubfs/Coworks%20Main%20Logo-1.svg" }, "name" : "Coworks" } } ```