Potential members that tour looking for office space understand that "product" and they usually "need" it and value it enough to pay for it. Often they require privacy, a space to meet with clients, or make frequent ongoing phone calls.
Outside of major markets, you likely tour fewer potential members that come in looking for a flex desk or dedicated desk. These require more education and more of an "emotional" sell. Your sales funnel for offices is pretty simple. Google search --> tour --> close.
Your sales funnel for flex desks and dedicated desks might look more like this:
- Learns about coworking from a friend after complaining about not being productive at home.
- Searches "coworking near me" and starts following a couple of local spaces on Instagram.
- Checks out membership options and considers budgeting $300/month for workspace.
- Maybe signs up for a couple of local spaces' newsletters.
- Reads member interviews to understand who works in a coworking space...
- Sees an offer for a day pass...schedules a tour.
- Has a great experience testing out the space.
- Goes home and keeps thinking about whether or not to budget $300 to be more productive...can they get an ROI on that?
- Reads another newsletter and gets a little FOMO over Waffle Wednesday....
You get my point. It's a different sell.
In this episode I share one marketing tactic you can use to start educating and attracting more coworking/flex desk users.