The coliving industry has witnessed significant growth in recent years, catering to the needs of millennials, digital nomads, and professionals seeking flexible and community-oriented living spaces. The number of search results for the word “coliving” on Google is up from 400k in 2015 to nearly 20 million today.
As a coliving founder, attracting your first 100 customers is a critical milestone that sets the foundation for your business’s success. This comprehensive guide explores various strategies that I have used in the last decade while being a coliving operator and consultant to help coliving brands get those initial customers and build a thriving coliving community.
1. Understand Your Target Audience
Before diving into marketing tactics, it’s essential to understand who your ideal residents are. It becomes much easier to figure out communication, channels, etc. once you know your customer. Consider factors such as:
- Demographics: age, profession, income level
- Psychographics: Lifestyle preferences, values, and interests
- Needs and Pain Points: Desire for community, affordability, flexibility
By creating detailed buyer personas, you can tailor your marketing efforts to resonate with your target audience effectively. Spend time with potential prospects to get to know them better; engage online with people who you consider a target market. Most of the time, this will surprise you.
For example, while I was building SimplyGuest in 2015 and started engaging with people by attending local events, I understood that they didn’t mind paying extra but wanted daily cleaning, and we ended up making this as part of our product. cleaning,
2. Build a Strong Online Presence
a. create professional websites
Your website is often the first point of contact potential residents have with your coliving space. It is your digital visiting card, which tells people who you are, what you are offering, and if it is something they want to consider. Ensure it is:
- User-Friendly: Easy navigation, fast loading times, mobile responsiveness
- Informative: high-quality images, virtual tours, detailed descriptions of amenities and community activities
- Engaging: testimonials, community stories, blog posts
For example, while we worked on improving the website UI/UX and content structure for Casa Mia Coliving, it led to a 14% month-on-month increase in the generation of organic leads. The conversion of website visits to leads was consistently improved month on month.
🌐 First impressions count! How to Build a Great Coliving Website walks you through web design best practices tailored for coliving communities.
b. optimize for search engines (SEO)
Improve your website’s visibility on search engines. SEO is probably the most abused word in marketing, and people think that it is something like a magic pill that can get them customers. It takes a lot of time to build trust and identity that helps you generate organic customers for your brand, but it starts the day you start thinking about building your coliving space.
- Keyword Research: Identify terms your target audience uses (e.g., “coliving spaces in [city]").
- On-page SEO: Optimize meta titles, descriptions, headers, and content with relevant keywords.
- Local SEO: Claim your Google My Business listing, encourage reviews, and include local keywords
Leave enough digital breadcrumbs for people to pick on and reach you to increase your domain authority and, in turn, your digital presence. It's a slow and steady process and requires consistency.
For example, NomadGao is a 4-year-old digital nomad coliving space in India. They built the content and digital presence since last year to now enjoy the benefits. 65% of their monthly bookings are now generated through organic traffic.
c. leverage social media platforms
Engage with potential residents on social platforms. While this is a no-brainer, organic social media reach is dead across all platforms, so use it as a digital dairy to showcase your brand, community, and spaces:
- Facebook and Instagram: Share photos, updates, and host live tours
- LinkedIn: Connect with professionals and promote community events
- Twitter: Share industry news and engage in relevant conversations.
This will help maintain recency, as people will mostly discover you on Google and then go to social media to understand your philosophy.
For example, post a lot of video content to showcase the vibrancy of space, testimonials to instill trust, and knowledge around local activities to help people understand that you care. A lot of brands do this; check out Enter Coliving, NomadGao, Casa Mia Coliving, etc.
d. content marketing
Establish yourself as an industry expert. This is easier said than done. But if you document your journey of building your space and put it out there in different formats, it will help people to connect with you and your purpose more and help you build community even before you start your space.
- Blogging: Write articles on coliving trends, community living benefits, and local area guides.
- Video Content: Create virtual tours, resident testimonials, and behind-the-scenes footage.
- Podcasts and webinars: Host discussions on topics relevant to your audience.
For example, Marc from Karisma Living documented his whole journey on YouTube of building the Coliving brand and then later evolving it as a social club.
e. email marketing
Build an email list through. This is extremely important, as an email list can be used to market 1:1 to people and has the highest impact on conversions. Build this list right from the start by using:
- Website Sign-Ups: Offer newsletters or exclusive content.
- Lead Magnets: Provide valuable resources (e.g., “Guide to coliving in [City]”) in exchange for email addresses.
Send regular, value-packed emails to nurture leads and keep your coliving space top of mind.
For example, we send out weekly emails under the newsletter Everything Coliving by artof.co, which goes out to 25k+ people and helps us to keep the brand on top of mind.
3. Utilize online platforms and listings.
a. coliving and accommodation platforms
List your space on websites such as:
- Coliving.com
- Mapmelon
- Coliving Compass
- Local country-specific shared living websites
These platforms cater specifically to individuals seeking coliving arrangements and can help you gather initial traction and also help in backlinking and SEO.
b. short-term rental platforms
Now this is controversial but works for a lot of people. When you are starting, you need to survive, and a lot of people, including me, listed on these short-term platforms to get initial money to then keep building the coliving space in the long term. Expand your reach by listing on
- Airbnb
- Booking
- Vrbo
Optimize your listings with high-quality photos, detailed descriptions, and prompt responses to inquiries. You can later evolve and slowly curate communities and reduce your dependence on these platforms totally.
4. Invest in Paid Advertising
a. google ads
This is one of the most efficient ways to reach the target audience and test out the product and communication. Run targeted campaigns using:
- Search Ads: Appear at the top of search results for specific keywords
- Display Ads: Use banner ads on websites within Google’s network.
- Retargeting: Re-engage visitors who have previously interacted with your site.
For example, 30% of bookings at Casa Mia Coliving come from Google ads on a monthly basis. This mix provides them with a lever that they can use as they start growing more.
b. social media advertising
This depends on which region you are opening your coliving space. Facebook works in the UK but does not work in the USA. But you can create targeted ads on platforms like:
- Facebook and Instagram Ads: Use demographic and interest-based targeting.
- LinkedIn Ads: Target professionals and companies
- Twitter Ads: Promote tweets to a broader audience
This can greatly help with brand awareness, and conversions will be secondary.
5. Form Strategic Partnerships
People miss this most of the time. While I was building SimplyGuest, I would go to companies and universities that were near my space and pitch them our space using pointers like less travel time for productive employees, give your students a piece of mind, and let us handle everything else.
a. collaborate with universities and colleges
- Student Housing Solutions: Offer accommodations for students seeking off-campus housing.
- Campus Events: Sponsor events or host workshops.
b. partner with corporations and startups
- Corporate Housing: Provide solutions for relocating employees or interns.
- Networking Events: Host business meetups at your space.
We ended up hosting seekers evening for ours, which garnered a lot of attention. We would invite people from the community and help job seekers find referrals in their companies with recommendations; this alone helped us with 10% of bookings at SimplyGuest monthly.
c. work with travel agencies and relocation services
- Referral Agreements: Offer commissions for referrals
- Relocation Packages: Include your coliving space in their offerings.
We ended up tying up with GATI relocation services, giving people discounts to help them with a smooth transition. We did cross-marketing, helping ourselves with brand awareness.
6. Engage in offline marketing
In this digital world, a lot of us miss the impact offline interactions can have on people's decision-making. Hence, make sure to get your presence felt in the local ecosystem.
a. attend local events and meetups.
- Networking: Build relationships with community members and influencers.
- Promotions: Distribute promotional materials and offer exclusive deals
b. distribute flyers and posters
- Strategic Locations: Cafes, libraries, co-working spaces, and universities
- Eye-Catching Design: Use compelling visuals and clear calls to action.
c. host open houses and community events
- Tours and Showcases: Allow potential residents to experience the space firsthand.
- Workshops and social events: Foster community engagement and attract like-minded individuals
For example, we printed 100,000 flyers and went through every lane, shop, and event to distribute them. This campaign had a 2-week lead time and helped us reach 97% occupancy at SimplyGuest.
✨ Want to deepen resident bonds? Building a Thriving Coliving Community offers practical steps for creating meaningful relationships in your space!
7. Implement referral programs and incentives.
This is a to help you generate conversions at a low cost. If you have a great NPS, then encourage current residents and partners to refer others by:
- Offering Discounts: Rent reductions or one-time bonuses
- Providing Perks: Free services, upgrades, or event tickets
- Creating a Loyalty Program: Reward repeat referrals and long-term residents
Use discounts as a resort, try and use other things first, gamefy it, and make it a fun activity for people to get engaged in. Leaderboards in physical spaces, some recognition, etc. can go a long way.
8. Leverage public relations and media coverage
This has to be organic. At SimplyGuest, we were able to get into 30 publications and also on TV by spending exactly zero. All we did was create valuable content and reach out to journalists and other brands with different story angles, and some of them got carried. The idea here is to wake up, reach 2 people a day, and then start your work.
a. press releases
- Announce Openings: Share news about your coliving space with local media.
- Highlight Unique Features: Emphasize what sets your space apart
b. collaborate with influencers and bloggers
- Sponsored Posts: Partner with influencers who align with your brand
- Guest Blogging: influencers or popular blogs in the industry
c. media interviews
- Expert Commentary: Position yourself as a thought leader in coliving trends
- Community Stories: Share success stories from your residents.
9. Provide an exceptional customer experience.
Happy residents are your best advocates. Focus on:
- Quality Amenities: Ensure facilities are well-maintained and modern
- Community building: events and encourage interaction among residents
- Responsive Management: Address concerns promptly and professionally.
Positive word-of-mouth can significantly boost your lead generation efforts. For Casa Mia Coliving, 30% of their bookings come via referrals, which is based on the fact that they run NPS survey twice a year and then publish a detailed report on the feedback and steps they are taking to improve things. This transparency converts members into fans and helps create a strong brand, which leads to referrals.
10. Monitor, analyze, and adapt
This is one thing most coliving operators are good at. The DATA. We do not track the right KPIs and seldom take data-driven decisions. But we need to break this cycle. Regularly evaluate the effectiveness of your strategies by:
- Tracking Metrics: Website traffic, conversion rates, occupancy rates
- Gathering Feedback: Surveys and reviews from residents and prospects
- Adjusting Strategies: Optimize based on data insights and market trends
The more data-driven an operator becomes, the more scale-worthy the business becomes.
Conclusion
Attracting your first 100 customers for your coliving space requires a multifaceted approach that combines online and offline marketing strategies, partnerships, and a strong focus on community and customer experience. By understanding your target audience and consistently delivering value, you can build a vibrant coliving community that thrives on shared experiences and mutual growth.
Embarking on this journey may seem daunting, but with persistence and the right strategies, you’ll not only reach your initial goal but also lay a solid foundation for sustained success in the coliving industry.
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