While most of the content we share about coworking emphasizes the benefits and the features of the model, plus how to optimize your operation, there are people out there in the world who aren’t happy with coworking. (I know, crazy!)
So we asked coworking managers and operators: What are some of the complaints you hear most often?
1. “It’s too noisy.”
What are you up against? One of the most common complaints in coworking spaces is noise. The buzz of activity is great for networking but can be a distraction for members needing concentration.
How do you address it? One idea is to consider designing different zones within your space. Create quiet areas where members can work undisturbed, and livelier sections for networking and collaboration. Soundproofing materials and noise-canceling headphones can be a part of your amenities. In your marketing content, highlight these features to attract potential members who value a quiet workspace.
2. “I have no privacy.”
What are you up against? While coworking spaces excel in fostering open communication, they sometimes fall short in providing privacy for confidential conversations or focused work.
How do you address it? Integrate private booths or meeting rooms that members can book. Ensure these areas are well-equipped for both solo work and client meetings. In your promotional materials, emphasize the availability of these private spaces, showcasing how your coworking space respects and accommodates the need for confidentiality and focus.
3. “I don’t have everything I need.”
What are you up against? With a diverse group of members, ensuring everyone has access to the resources they need can be a balancing act.
How do you address it? Regularly assess your resources, like meeting rooms, printers, and Wi-Fi bandwidth, to ensure they meet your members' demands. Use a space and resource management booking system like Coworks for high-demand resources to prevent conflicts. Highlight your efficient resource management and the variety of available amenities in your marketing efforts to attract a broader membership base.
4. “I don’t know anybody.”
What are you up against? The transient nature of coworking spaces can sometimes lead to an impersonal atmosphere, which might hinder the development of a strong community.
How do you address it? Cultivate a community vibe by organizing regular networking events, workshops, and social gatherings. Personalize the coworking experience by getting to know your members and connecting them with each other based on common interests or business needs. Our own survey showed that the best way managers create community is through one on one introductions. Showcase these community-building efforts in your marketing to draw in individuals and companies looking for a more connected and supportive workspace.
5. “It costs too much.”
What are you up against? The price of coworking memberships can be a barrier for freelancers, startups, and small businesses.
How do you address it? Offer a range of membership plans to cater to different budgets and needs, including part-time, full-time, and day passes. Consider discounts or loyalty programs to retain long-term members. Make sure to communicate the value members get for their fees in your marketing, such as access to exclusive events, networking opportunities, and premium amenities.
But more to the point, it’s not about negotiating for the bottom. It’s about demonstrating your value for the monthly fee. Here are some empathetic sales responses you could try when a prospective member says your space costs too much.
"Let me walk you through all the amenities and benefits that are included — I think you'll find the value is really exceptional. For example, you get 24/7 access to our professional, fully-equipped workspace, high-speed internet, unlimited printing, collaboration spaces, networking events, and more. This kind of office setup would cost thousands per month on your own. When you break it down, our membership ends up being quite affordable, especially considering everything that's provided."
"I hear you on the monthly cost — we want to make sure this is a good investment for you. Why don't you tell me a bit more about your specific needs and budget? That way I can help explain how our various membership plans and features align with what's most important to you. Our goal is to provide an exceptional shared workspace experience that pays dividends for your business, even if the sticker price seems high at first glance."
"I appreciate you sharing your initial hesitation about the cost. Would it be helpful if I gave you a day pass so you can experience the space and amenities firsthand? I'm confident you'll find the value far exceeds the monthly investment once you see it all in person. And of course, I'm happy to discuss any financial concerns you have — I want to make sure this is the right fit for your needs and budget."
The key is to acknowledge their concern, shift the focus to the extensive amenities and value proposition, and offer to provide more information or a tour to demonstrate the full experience. The goal is to have an empathetic, consultative dialogue rather than just push the pricing.
6. “I never know what to expect.”
What are you up against? The quality of experience can vary greatly in coworking spaces, affecting member satisfaction and retention.
How do you address it? Strive for consistency in service quality, workspace cleanliness, and amenity availability. Regular feedback surveys can help you identify and address issues promptly. Use your marketing channels to showcase testimonials and success stories that highlight the consistent, positive experiences of your members.
7. “I like the other space in town better.”
What are you up against? The increasing number of coworking spaces can intensify competition, making it challenging to stand out and attract members.
How do you address it? Hey, to each their own. If a prospective member likes something about a space that your space doesn’t have or doesn’t reflect, you can lean into that as a sign that this person might not be a good fit for your community.
But beyond that, be sure to differentiate your space by identifying and promoting your unique selling points, whether it’s your location, niche focus, community atmosphere, or exclusive services. Use targeted marketing strategies to reach your ideal members, emphasizing what sets your space apart from the competition. That way the prospect who comes in the door already knows what to expect.
8. “I get confused by all the tech.”
What are you up against? It’s one thing to have access control, printing solutions, an app for your space, mailbox services, and more. But when they don’t talk to each other, your members might be overwhelmed.
How do you address it? Find a space management solution like Coworks that ties all those tech tools together. Offer training sessions or workshops to help members leverage these technologies. Highlight your tech-savvy environment in your marketing could attract businesses and individuals who prioritize digital efficiency and innovation.
Our own survey shows that tech issues are the second most common issue for managers, who would rather spend their time with members than being IT.
While coworking spaces face distinct challenges, there are effective strategies to address them, turning potential drawbacks into compelling advantages. By focusing on the needs and preferences of your members and continuously improving your offerings, you can create a thriving coworking space that stands out in the market. Your marketing should reflect these efforts, showcasing your space as not just a place to work, but a vibrant community where individuals and businesses can grow and succeed together.
Let’s transform these challenges into opportunities, creating coworking spaces that are not only functional but also inspiring and inclusive. Here’s to building dynamic communities and successful businesses under one roof!