Marketing Your Coliving Space

Before reading this do give a read to the following

1. Understanding the Coliving Industry
2. Developing Your Coliving Concept
3. Choosing the right location for your Coliving
4. Designing Your Coliving Space
5. Building a Thriving Coliving Community
6. Setting Up the Workspace in your Coliving
7. Financial Planning and Unit Economics in Coliving

Once your coliving space is set up and ready to go, the next crucial step is to attract the right residents. Effective marketing is key to filling your space with like-minded individuals who resonate with your vision, values, and community. This section will guide you through the process of creating a strong brand, promoting your space before opening, and using human-centered marketing techniques to build trust and engagement.

Creating a Strong Brand

1. Brand Identity and Storytelling
1. Define Your Brand Identity: Your brand identity is the personality of your coliving space. It includes your logo, color scheme, typography, and overall aesthetic. But more than just visual elements, your brand identity should also encompass your mission, values, and the unique experience you offer. A strong brand identity sets you apart from competitors and resonates with your target audience.
2. Crafting Your Brand Story: Storytelling is a powerful tool in branding. Your brand story should communicate why you started your coliving space, what you hope to achieve, and how you plan to make a difference in the lives of your residents. A compelling story creates an emotional connection with potential residents, making them more likely to choose your space over others.
3. Case Study - Eco-Friendly Coliving: For an eco-friendly coliving space, the brand story might focus on sustainability, community, and the desire to create a living environment that harmonizes with nature. This story can be woven into your marketing materials, from your website and social media to your email campaigns.
2. Brand Consistency Across Platforms
1. Maintain Consistency: Consistency in branding across all platforms—from your website and social media to printed materials and on-site signage—is essential. This consistency helps build recognition and trust with your audience, ensuring that your message is clear and unified wherever potential residents encounter your brand.
2. Visual and Verbal Consistency: Ensure that your visual branding (colors, fonts, imagery) and verbal messaging (tone, language, key messages) are consistent. This creates a cohesive experience for your audience and reinforces your brand identity.
3. Case Study - Coworksurf: Coworksurf maintains a consistent brand across its digital platforms, using vibrant imagery, surfer-friendly language, and a laid-back tone that appeals to its target demographic of digital nomads and surf enthusiasts.

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Promoting Before Opening

1. Pre-Launch Marketing Strategy
1. Build Anticipation: Start marketing your coliving space before it officially opens. Building anticipation is key to ensuring that you have a strong occupancy rate from day one. Use social media teasers, blog posts, and email newsletters to create excitement and keep potential residents informed about your progress.
2. Capture Leads Early: Create a pre-launch landing page on your website where interested individuals can sign up for updates. Offering early bird discounts or exclusive offers for those who sign up can help you capture leads and build a list of potential residents before opening.
3. Case Study - Urban Coliving: In an urban coliving space targeting young professionals, hosting pre-launch events, such as open houses or virtual tours, can generate buzz and give prospective residents a taste of the community and space.
2. Leverage Social Media and Influencers
1. Social Media Campaigns: Use social media platforms like Instagram, Facebook, and LinkedIn to showcase your space and engage with your target audience. Share behind-the-scenes content, progress updates, and testimonials to build a community before your space even opens.
2. Partner with Influencers: Collaborate with influencers who align with your brand values and target audience. Influencers can help amplify your message, reach a broader audience, and lend credibility to your brand. Choose influencers who are genuinely interested in your concept, as their authentic endorsement will resonate more with their followers.
3. Case Study - Wellness Coliving: In a wellness-focused coliving space, partnering with wellness influencers who share similar values can help attract health-conscious individuals looking for a community that supports their lifestyle.
3. Engage with the Local Community
1. Local Partnerships: Engage with local businesses, community groups, and organizations to establish partnerships and create a presence in the local community. These partnerships can help you tap into an existing network and attract residents who are already active in the area.
2. Hosting Events: Consider hosting community events, workshops, or meetups in your space or in collaboration with local businesses before your official launch. These events can help introduce your coliving space to the local community and generate word-of-mouth marketing.
3. Case Study - Local Coliving: In a coliving space located in a vibrant neighborhood, collaborating with local cafes, gyms, or cultural organizations can create mutually beneficial relationships and position your space as an integral part of the community.

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Human-Centered Marketing

1. Building Trust and Engagement
1. Authentic Communication: Human-centered marketing focuses on building trust and engagement by communicating authentically with your audience. Share your journey, challenges, and successes openly, and engage with your audience on a personal level. Transparency builds trust, which is crucial for attracting residents who will feel at home in your space.
2. Community-Driven Content: Create content that reflects the community you want to build. This could include blog posts, videos, or podcasts featuring resident stories, staff interviews, or discussions on topics relevant to your audience. Involving your current or potential residents in content creation can also enhance engagement.
3. Case Study - Digital Nomad Coliving: In a digital nomad-focused coliving space, sharing stories of remote work challenges, travel experiences, and community-building efforts can resonate with your target audience and create a sense of belonging even before they move in.
2. Leveraging Resident Testimonials
1. Power of Social Proof: Testimonials and reviews from residents are powerful tools for building credibility and attracting new residents. Encourage your residents to share their experiences, and feature these testimonials prominently on your website, social media, and marketing materials.
2. Highlighting Unique Experiences: Focus on testimonials that highlight the unique aspects of your coliving space, whether it’s the strong sense of community, the quality of the workspace, or the cultural experiences available. Authentic, specific testimonials can make a compelling case for why potential residents should choose your space.
3. Case Study - Cultural Coliving: In a culturally themed coliving space, testimonials might focus on the diverse community, the enriching cultural activities, and the supportive environment, painting a vivid picture of life in the space.
3. Using Resident-Centric Campaigns
1. Resident-Focused Campaigns: Develop marketing campaigns that place your residents at the center. These campaigns can include resident takeovers on social media, where they share their daily life in your coliving space, or user-generated content campaigns that encourage residents to share their own photos and stories.
2. Celebrating Resident Success: Highlight the successes and achievements of your residents, whether it’s a professional milestone, a creative project, or a personal accomplishment. This not only showcases the supportive nature of your community but also makes residents feel valued and appreciated.
3. Case Study - Entrepreneurial Coliving: In a coliving space designed for entrepreneurs, featuring resident startups or projects in your marketing campaigns can create a strong community ethos and attract like-minded individuals who want to be part of a dynamic, innovative environment.

Leveraging Digital Marketing Tools

1. SEO and Content Marketing
1. Optimizing for Search Engines: Search engine optimization (SEO) is crucial for making sure your coliving space appears in search results when potential residents are looking for housing options. Optimize your website content, blog posts, and meta descriptions with relevant keywords that your target audience is likely to search for.
2. Content Marketing Strategy: Develop a content marketing strategy that includes regular blog posts, articles, or videos on topics related to coliving, community, remote work, or whatever aligns with your brand. High-quality content not only improves your SEO but also establishes your brand as an authority in the coliving industry.
3. Case Study - Remote Work Coliving: In a coliving space focused on remote work, publishing articles on productivity tips, remote work trends, and community-building strategies can attract digital nomads searching for a supportive living environment.
2. Email Marketing
1. Building an Email List: Email marketing is a powerful tool for nurturing leads and keeping your audience engaged. Start building your email list as early as possible, offering valuable content or incentives for people to subscribe.
2. Segmented Campaigns: Use segmented email campaigns to target different groups within your audience, such as potential residents, current residents, or alumni. Tailoring your messages to each segment increases relevance and engagement.
3. Case Study - Eco-Friendly Coliving: In an eco-friendly coliving space, email campaigns might include tips for sustainable living, updates on community events, or special offers for residents who refer friends, creating a sense of ongoing connection and engagement.
3. Online Advertising
1. Targeted Ads: Consider using online advertising platforms like Google Ads, Facebook Ads, or Instagram Ads to reach your target audience more effectively. With advanced targeting options, you can tailor your ads to specific demographics, locations, or interests, ensuring that your message reaches the right people.
2. Retargeting Campaigns: Implement retargeting campaigns to reach people who have visited your website or engaged with your social media but haven’t yet taken action. These ads can remind them of your coliving space and encourage them to return and book.
3. Case Study - Global Coliving: In a global coliving network, targeted ads could be used to promote different locations to specific audiences, such as digital nomads looking for a base in Southeast Asia or creatives seeking inspiration in European cities.

Marketing your coliving space is about more than just filling rooms—it’s about building a brand, a community, and a reputation that attracts the right residents and keeps them engaged. By creating a strong brand, promoting your space effectively before opening, and using human-centered marketing techniques, you can build a loyal community and ensure the long-term success of your coliving business. Leveraging digital marketing tools like SEO, email marketing, and online advertising further enhances your reach and impact, helping you connect with your ideal residents and grow your community.

Coliving Guide is a series of articles that will give you in-depth understanding of various aspects of coliving and help you take better decisions as a coliving founder. It is for anyone who is thinking about starting or already operating a coliving business. Do share it with fellow founders and enthusiast who would be interested and leave your feedback on coliving@artof.co

1. Understanding the Coliving Industry
2. Developing Your Coliving Concept
3. Choosing the right location for your Coliving
4. Designing Your Coliving Space
5. Building a Thriving Coliving Community
6. Setting Up the Workspace in your Coliving
7. Financial Planning and Unit Economics in Coliving
8. Marketing Your Coliving Space
9. Legal and Regulatory Considerations in Coliving
10. Building and Scaling Your Team in Coliving Business
11. Preparing for Growth and Future Trends in Coliving

If you have any questions around coliving feel free to book a free coliving advisory session here.