How to Increase Member Referrals in Coworking Spaces

Happy members are your most powerful marketing channel. Referrals outperform ads because they are trusted, cost-effective, and deliver higher-quality customers. In fact, 92% of people trust recommendations from friends and family, and word of mouth influences 20% to 50% of all purchases. In coworking, this trust translates into lower churn, higher engagement, and longer-lasting member relationships.

Let's look at how you, as a coworking operator, can set up a referral system that works:

1. Create Simple and Rewarding Referral Programs

The best programs are simple to join and offer rewards that feel worthwhile.

• Offer meaningful rewards: A free week of coworking, credits toward bookings, or a local gift card can go a long way. Behavioral research shows that smaller, immediate rewards often perform better than bigger ones that are delayed.
• Make it win-win: Programs where both the referring member and the new joiner benefit tend to see higher participation. Everyone feels appreciated.
• Add a sense of fun: Leaderboards, milestones, or seasonal referral drives can encourage your most social members to keep inviting others.

Pro tip: Keep reward costs below your average customer acquisition cost to stay sustainable while still motivating participation.

2. Focus on Word-of-Mouth Through Community

Not all referrals happen because of formal programs. In a strong community, members naturally want to invite others in.

• Create memorable experiences: People are more likely to recommend your space when they genuinely enjoy being there. Great service and thoughtful touches matter.
• Celebrate your members: Featuring members on social media or in newsletters builds connection and gives them something to share with their networks.
• Host “bring-a-friend” days: Whether it’s a casual coworking trial or a larger event, giving members a reason to invite someone helps spread the word in a low-pressure way.

3. Activate External Networks

• Use social media to expand your reach: Encourage members to share posts, tag your space, or leave reviews. User-generated content is a trusted form of referral.
• Local business partnerships: Share perks with nearby cafés, gyms, or wellness studios. It’s a low-cost way to introduce your space to new audiences. For tips on how to get started, read our guide to partnering with local businesses.

4. Track, Reward, and Refine

• Ask early: A simple “How did you hear about us?” during sign-up can help you track referrals without extra software.
• Reward promptly: The sooner you acknowledge a referral, the more likely someone is to do it again.
• Promote consistently: Regular reminders in newsletters, onboarding, or posters around the space keep referrals top of mind. A 2018 study on reminders found that consistent prompts significantly increase participation.

Final Thoughts

Referrals transform member satisfaction into sustainable growth. With coworking markets expanding fast, a clear and fair referral program is one of the most cost-effective ways to attract members who stay, contribute, and strengthen your community. When happy members share their experiences, they become your best ambassadors, helping your space grow naturally, one introduction at a time.

Want more ideas like this?

For more tips on growing your coworking space through referrals and community engagement, explore our coworking resources, read the Cobot blog, or check out our Coworking Marketing by Cobot newsletter archive.