Coworking Marketing #66 - How to Turn External Bookings Into a Marketing Tool for Your Coworking Space (Part 2) 🔑

Author:

Rosee Shrestha

Hey there,

Rosee from Cobot here!

Welcome back to Part 2 of our series on external bookings.

This week is about what happens after the booking.

Graphic stating External Bookings Part 2.

Most coworking spaces treat external bookings as simple transactions: someone books a room, uses it for a few hours, and leaves. But in reality, every booking helps distribute awareness of your space locally – if you know how to do it strategically. Let’s get into it.

🤝 Borrow Other People’s Audiences

Most operators think about external bookings one customer at a time. But one booking often brings an entire network into your space.

Instead of viewing repeat bookers as occasional customers, think of them as potential local partners.

You can start small.

Pick one repeat booker or nearby business whose audience overlaps with yours. Then offer something simple:

"We'd love to give your clients a free coworking day pass. In return, maybe you could mention us in your newsletter or at your front desk. Happy to do the same for you."

There’s no complicated partnership deck or campaign strategy involved. Just one mutually beneficial exchange.

429 Main in Rochester, Michigan, does something similar with local nonprofits by offering them discounted room bookings. On paper, it looks like a room rental. In practice, it regularly introduces community leaders and local organizations to the space during hours that would otherwise sit empty.

💙 How Cobot helps: With Cobot, you can set up several discounts depending on your space type, size, and location.

🔁 Familiarity Turns Visitors Into Future Members

Most people don’t become members the first time they visit a coworking space. But repeated visits change things.

Recurring bookings are where this really pays off.

Instead of treating each booking as one-time revenue, look for ways to turn it into repeat exposure.

Offer discounted monthly recurring room bookings
Invite repeat bookers to community events
Include a free coworking day pass after a certain number of bookings

If you want a framework for how to stay in touch without overdoing it, we covered this in our edition on The First 7 Days Funnel.

The goal is not to push memberships immediately. It is to reduce friction through familiarity.

🧩 Make Every Booking Worth More

The room is just the starting point. Most external bookers don't know what else your space offers because nobody told them.

A team booking your meeting room might need catering or an extra monitor. Someone hosting a workshop might want help getting the word out. A podcast guest might appreciate a quiet desk to work from before their session.

You probably already have most of this. The trick is making it visible at the right moment.

Your booking confirmation is the easiest place to do it:

Booking page showing options to add amenities such as catering services, day pass, etc.

No hard sell. Just showing people what's already there. The more naturally your space supports the reason someone booked, the more likely they are to book again.

Final Thoughts

This wraps up our two-part series on turning external bookings into a marketing channel for your coworking space.

The main takeaway? External bookings are opportunities for visibility, familiarity, partnerships, and future membership growth – often using space and time that already exist.

🌟 If you're not offering external bookings yet, this is your sign. Try it in Cobot with one room and your emptiest time slot.

Already doing them? Send one follow-up email to someone who booked in the last month. Not a pitch. Just "thanks for visiting, here's a day pass." See where it goes.

See you next Wednesday and happy coworking! 🥳

Rosee from Cobot Coworking Software

The topic for next week is:

"What It Takes to Run a Makerspace: Insights from Makerspace NYC" 🛠️

If you missed last week's newsletter, check it out here:

"How to Turn External Bookings Into a Marketing Tool for Your Coworking Space " 🔑

Reply to this email if you have any questions, disagree with something I said, or have a suggestion for a collaboration/future topic. I'm always happy to stay in touch.

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Coworking Marketing #66 - How to Turn External Bookings Into a Marketing Tool for Your Coworking Space (Part 2) 🔑