This is a guest post by Lauren Walker, CMO at Coworks, a software solution for today’s flex and coworking spaces. (And one of our amazing CJ Co partners.)
Dana Berggren brings a rare dual perspective: a commercial real estate broker and former coworking operator.
Having launched and operated The Coop in Las Vegas, she understands firsthand the challenges of finding space, courting potential members, and navigating broker relationships. A broker with nearly 30 years of experience, she generously gave of her time and expertise in a recent workshop for members of The Lab.
For this workshop, Cat Johnson truly opened the floor. Dana took questions from coworking space owners and managers, many of whom are figuring out how (or if) to work with brokers.
“I still love coworking,” Dana shared. “Even though I closed my spaces, I want to stay connected and be a resource however I can.”
Should you work with a broker?
One of the first questions posed was: What’s a standard commission when working with an agent to lease a coworking office?
Dana explained that commissions usually range from 5% to 10% of the first year’s membership value. “You’ll get more traction from brokers if you’re offering 10%,” she noted. “But everything is negotiable. Especially if someone’s just month-to-month.”
Another member asked about payment timing. Dana recommended paying after three months, especially for shorter-term agreements. “You don’t want to pay a full-year commission if someone bails early. Protect yourself by outlining this in your broker agreement.”
Listing your space: platforms and keywords
When spaces sit empty, listings can help fill them faster. Dana recommends:
- LoopNet: A silver listing (~$130/month) gives you visibility to brokers and prospects.
- RealNex , Crexi: other commercial real estate listing databases
- CoworkingCafe (Yardi), LiquidSpace, Deskpass: Aggregators that spend heavily on SEO and attract Google traffic.
- Craigslist: More informal but still useful depending on your market.
As for keywords: “Flex office, executive suites, shared workspace. And don’t forget to highlight amenities like conference rooms and flexible terms,” Dana said.
She emphasized checking to see what shows up in search results for your area. “If you’re not on those first pages, list yourself there.”
Think local: outreach that works
Dana shared a lesser-known but highly effective tool: EDDM (Every Door Direct Mail) from USPS.
“People don’t get mail anymore. A beautiful postcard stands out,” she said. You can target neighborhoods near your space and include a QR code linking to your website.
She also suggested:
- Hosting open houses for brokers
- Inviting local CRE groups like CREW or NAIOP for events
- Partnering with local coffee roasters to create buzz and support community vendors
One member shared, “I always felt like I had no voice in broker conversations. This really empowers me.”
Brokers: necessary partner or avoidable expense?
Many operators expressed frustration with aggressive broker tactics. Dana sympathized. “Not all brokers understand coworking. And some come in hot, asking what’s available and immediately demanding payment.”
Her advice? Set boundaries and standardize your process. Prepare a broker packet with rates and terms. Don’t jump through hoops for every inquiry.
“You can often do more by marketing directly. People looking for small offices usually aren’t using brokers anyway,” she said.
Commercial trends and what’s next
A final question touched on trends in commercial real estate. Dana highlighted landlords increasingly trying to replicate coworking models, often with limited understanding.
“They’re trying to mimic the flexibility, but don’t always grasp the community piece,” she said. “That’s your edge. Stay rooted in your ‘why.’ The community is what keeps people.”
She also flagged a growing partnership trend between big coworking brands and corporate employers, such as Amazon’s deal with WeWork, to meet return-to-office mandates quickly.Whether you’re dealing with broker headaches or brainstorming your next marketing push, Dana’s advice offers a roadmap: be strategic, be visible, and know your worth. Don’t be afraid to say no, or to negotiate from a place of strength.
Thanks to our friends and partners at Coworks for the guest post. Get in touch with the team for guidance and support with your coworking space software.
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