Marketing for Office Providers: A Step-by-Step Guide from Keyword Research to Occupancy
AymanAyman
3rd Sep 2025
7 min read (1,240 words)
Quick Facts
Occupancy gap – Flexible workspaces average 80% occupancy, compared to just 37.8% office attendance in hybrid workplaces.
Market growth – The global coworking market is worth £22.01bn (2024), with projections of £82.12bn by 2034, signalling rapid expansion and rising competition.
Digital-first marketing – Workspace providers commit 40% of their budgets to digital ads, with video delivering ROI nearly 50% faster than text.
Premium potential – Flex spaces with strong amenities and brand differentiation achieve 12% higher rents year-on-year.
This guide translates dense industry data into actionable strategies for office providers—whether traditional, flexible, or hybrid. Leanspace draws on industry trends, service offerings beyond marketing, and technology adoption to maximise property visibility, engagement, and a positive experience for every tenant.
Understanding the Office Market Landscape: Key Market Statistics
Flexible workspace occupancy rates are strong across the UK, with 80% occupancy. In contrast, office attendance averages just 37.8% in the hybrid era. This blend of resilient demand and shifting attendance patterns is both a challenge and an opportunity for workspace providers ready to optimise their marketing, adapt retention strategies, and diversify their portfolio of work.
Breaking down the numbers makes their implications clearer for strategy:
Market Growth
The global coworking market stood at £22.01b in 2024 . By 2034, it’s projected to hit £82.12b. This signals rapid expansion, intensifying competition, and the need for a wide range of services and sustainable alternatives.
Digital Ad Spend
Workspace providers now allocate
40% of their marketing budget
to digital advertising. This means most lead generation comes from paid online channels.
Actionable Step: Review your revenue goals and growth stage. If you’re an experienced operator, split your budget across Google, Facebook, and LinkedIn for maximum reach. Newer brands can experiment, focusing on the best cost-per-lead channels before committing larger portions.
Premium Pricing
Flexible spaces that offer amenities and portfolio differentiation earn 12% higher rent year-on-year . To capture this premium, invest in design, innovative features, and partnerships that validate your brand.
With a grasp of the statistics and their implications, providers can now focus on the foundation of a successful marketing strategy.
Phase 1: Strong Foundation—Keyword Research and Competitive Benchmarking
How to Benchmark Competitors & Develop Brand Identity
Start by identifying your rivals; list 5–10 direct local competitors using Google search or coworking directories. For a thorough competitive analysis, use tools like Ahrefs , SEMRush , or Google Search Console to assess their digital presence and performance. Score each competitor by comparing booking experiences, amenities offered, and brand presence.
A helpful tip is to build a simple table to visualise your strengths, such as sustainable alternatives or compelling success stories, compared to the competition. Look for unique selling points during your review and identify any under-served needs, like offering virtual tours, targeted dealer and consumer marketing, or introducing new hybrid office solutions. Once you have this data and a clear view of your market position, you can move on to enhancing your digital foundation.
Phase 2: Digital Foundation
Website Build, Content, and Storytelling
Digital presence is the primary conversion tool, but not all content delivers equally. Content creation forms around 20% of marketing budgets . Video content delivers ROI 49% faster than text . Video’s success lies in its ability to provide immersive previews (virtual tours, member testimonials) that reduce uncertainty, help prospects visualise themselves in the space, and enhance emotional engagement.
For office providers, investing in high-quality video not only demonstrates space features but builds trust and showcases community, giving you an edge over photo-only competitors. Emphasise both bespoke marketing content and practical features: one-click booking, live chat, and calculators. Member testimonials and success stories should feature prominently on location and brand pages.
Phase 3 – Brand Development and Multi-Channel
Campaigns
If 40% of marketing spend goes to digital ads , how should you split your budget? Prioritise Google Ads if intent-based searches such as “office space in Manchester”, for example, generate your most qualified leads. Use LinkedIn and Facebook to boost brand reach and target business owners or HR managers.
Example Allocation:
- Google Ads: 50–60% (high intent traffic)
- LinkedIn: 20–30% (targeted professionals, B2B)
- Facebook/Instagram: 10–20% (local awareness)
Pair multi-channel campaigns with client retention strategies: weekly blog updates, member spotlights, sustainability content, and regular communication are central to modern marketing. Once you’re driving leads, ensure your workspace is designed to turn interest into conversion.
Phase 4: Conversion Optimisation—Actionable CRO
Checklist
A/B testing different call-to-action buttons, such as “Book Tour” versus “Get Pricing,” helps identify which prompts drive more engagement. Adding live chat and instant messaging through platforms like WhatsApp and Facebook Messenger makes it easier for potential tenants to get quick responses. Offering virtual tours and enabling one-click booking creates a better user experience.
Streamlined, mobile-friendly enquiry forms further reduce friction for interested parties. For website optimisation, tools like Hotjar can be used to record user sessions, while Optimizely is ideal for running split tests. Continuously updating the site through split testing and feature enhancements ensures your platform remains competitive and relevant to industry trends.
Phase 5: Service Offerings Beyond Marketing, Retention, and Community
To stand out, enrich your portfolio of work by offering consultancy, support, or even bespoke website build packages for tenants wanting their own branded space listings.
Develop and Promote
Offering community experiences such as breakfasts, pet days, and rooftop gardening can strengthen connections and enhance tenant satisfaction. Referral and loyalty programs, along with partnerships and accreditations, are effective ways to build trust and encourage long-term relationships. Unique features, like private rooftop terraces and special events, help your workspace stand out. Additionally, joining local business alliances or earning accreditations such as those from Integra Business Solutions further demonstrates your commitment to quality and professionalism.
What Not to Do
Avoid generic amenities lists without details, e.g. “meeting rooms” vs “eight-person glass-fronted boardroom with hybrid conferencing capability”. Don’t overpromise best rates always. Support premium pricing with evidence through testimonials and awards.
Example:
"After switching to sustainable, locally sourced coffee and hosting rooftop gardening events, we saw a 10% increase in retention and three new referrals in the next quarter."
— Ben, Community Lead, Second Home Spitalfields
Phase 6: Challenges and Solutions
Common Challenges
Long sales cycles are common in office space decisions because multiple stakeholders are involved and therefore the process can be lengthy. To address this, use automated lead nurturing tools like HubSpot workflows , send regular decision-support content to prospects, and make sure to schedule consistent follow-ups.
When facing high competition and the risk of commoditisation, shift your focus to amenities, create professional videos, and host targeted events to create an emotional connection rather than just offering transactional value. If you’re experiencing low conversion rates from virtual tours, always follow up quickly with personalised offers and consider incentivising in-person tours with welcome gifts or trial passes.
Final Thoughts
Marketing is a strategic investment, not merely an expense. The providers who blend systematic, tech-enabled marketing with quality spaces and service will achieve optimal occupancy and long-term growth. Focus on executing core tactics, always measure performance, and refine based on real results.
To explore the continued growth and resilience of flexible workspaces, visit UK Flexible Office Market Sees Highest Take-Up Since 2019.
For an in-depth look at regulatory challenges and practical sustainability strategies in London offices, visit Sustainability in London Office Spaces: The Energy Efficiency Challenge.
To understand market trends and how managed and serviced offices are adapting in London, visit Exploring London's Dynamic Managed and Serviced Office Markets: Trends, Opportunities, and Challenges.
