Your Coworking Space’s Biggest Competitor: Working From Home
And how to show people what they’re really missing.
Once upon a time, I was part of a thriving coworking community.
Walking into the workspace always brought me joy. A big smile from a coworker or a quick catch-up with the community manager would leave me ready to start my workday.
Through joining the coworking space, I found an amazing community of like-minded freelancers. We supported one another through the challenges of business ownership, problem-solved as a group, and attended many socials together. With them, I felt a true sense of belonging.
But those days are no longer; last year, the workspace relocated, then I moved further away, and a few months ago, the workspace closed down indefinitely.
Although the community still exists — a month ago, we celebrated one of our coworkers’ successes in launching her memoir — we haven’t found another coworking space collectively that meets all of our needs.
Some coworkers have joined workspaces closer to home, while others have full-time jobs that don’t require a flexible workspace.
Unfortunately, my primary workspace is currently my home office.
I’m not alone here; recently, Sarah Travers shared on LinkedIn:
‘The challenge for coworking space operators isn’t beating other coworking brands, it’s proving we can beat your home.’
Let’s weigh this up.
Why do people really want to work from home?
In recent years, home working has become a reality for many freelancers, hybrid, and remote workers. But why do people stay in their comfort zone rather than experience the magic of coworking?
Lack of awareness: I still have friends who ask, “What’s coworking?” when I explain my work to them. “Oh, you mean like WeWork?” is often the follow-up. Coworking isn’t quite mainstream yet — does this come down to the many definitions of what a coworking space is, or simply that it’s not being talked about enough?
Affordability: A huge barrier to access and opportunities; recently, coworking memberships have increased in price, but so have living costs. Despite this, I truly understand that as an operator, your overheads have gone up too, and so this is a tricky one! I spoke about the challenges around the affordability of coworking a few months back with Bernie Mitchell.
Time-poor: It’s a privilege to have time to spend in a workspace. Many people don’t have this: they need to take care of their kids or aging parents. Or they’re recovering from a physical or mental illness. Ultimately, many of us experience time poverty, and staying at home can seem like a more productive use of time.
As Emilie Lashmar wrote on LinkedIn earlier today, remote work can give you the:
‘Freedom to work where your energy is best matched to the day.’
In my situation, it’s a combination of affordability (I’m spending more on rent since my house move), lack of time, as I seem to always have so much on my plate (not a bad thing when it comes to work), and a big one is – I haven’t found the obvious choice for a new community or workspace yet.
Luckily, I’m able to get out of my home from time to time, and I enjoy hopping around visiting other workspaces.
The loneliness factor
Despite all the home comforts of working from the kitchen table, the biggest caveat about working from home is that it can be an incredibly isolating experience.
Most of us need social interaction to survive. So, while home working may seem like a good idea at the beginning, you can go absolutely stir crazy if you’re alone every single day.
A poll conducted by KnightFrank found that 40% of people working from home felt their mental health was negatively impacted. It’s simply not healthy to be alone all the time.
Additionally, distractions can happen. Deliveries turn up at your front door, neighbours make noise, and nearby construction work is louder than your thoughts (and your calls).
Then there’s the admin: laundry to be done, the bathroom needs a clean, the garden could do with a spruce up…the list goes on and on.
Proving coworking beats working from home
Ok, I’m preaching to the converted. But, it’s simple, really, what working from home lacks…it’s people!
There is so much magic to be found in coworking — working with others not only strengthens a sense of belonging, but it can also help grow your network and confidence. All these things will help you personally, as well as professionally.
I’ve spoken to several coworking operators who share stories of members meeting over lunch in the kitchen, discovering an overlap in their work or a service one can offer the other, and then sparking a project or collaboration just weeks later.
The most recent example came from Melissa Richards, founder of Buick Mackane, who described how her community has sparked some exciting cross-collaborations.
Equally, for one of my friends, who recently joined a new coworking community, she loves the focus she gains from the workspace, the perks – gym membership and great coffee – and the people (plus the socials). Her workspace is a 30-minute walk from home, and it’s b-e-autiful. I love that she’s found her home away from home.
While everyone has different requirements for their workspaces, the experience of sharing space, time, and people makes coworking 100 times better than working from home.
Stories over shouting
If you’re thinking about how to better showcase your space, this is where your marketing really matters. The more you can share the stories of your members, highlight the energy in your community, and the unique benefits of your space, the easier it becomes to show why your coworking space beats the home office.
It’s not about shouting louder, it’s about connecting with the right people, in the right way, at the right time. When your content reflects the real experiences and energy of your community, you’re not just marketing, you’re proving the value of what you offer.
So, if you’re ready to turn more remote workers into coworking converts, start by making your space discoverable through content that truly resonates.
Finding my next community, one workspace at a time
I’m well aware of the irony — my home is still my main office. In all honesty, I’m still searching for the right coworking space.
However, I’m currently enjoying the variety of coworking with lots of lovely friends in different workspaces. Today, for instance, I’m sitting in Bermondsey Locke cafe, where I’ve been coworking with a friend.
I’ve yet to find my next coworking community, but when I do, I know it will be something really special.
Until next week,
Lucy
Let’s meet next week!
If you’d like to dig deeper into creating content that connects, I’m running a roundtable on exactly that at GCUC next week: Wednesday 8th October, 2pm.
If you’re going, I’d love to see you there. If you’re not, let me know if this is something you’d be interested in – I’d be more than happy to share the takeaways from my session with a wider audience.
If you’re still on the fence about GCUC, grab a ticket with 10% off using the discount code: GCUCSPEAKER10.
In any case, I’d love to hear your thoughts on the coworking vs WFH debate. Shoot me a message!