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 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.
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.
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.”
“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.”
“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:
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.”
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. 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.