2 Marketers and a Coworking Podcast

Lucid Private Offices CEO Flip Howard has been in the flexible office business since 2001. In that time, he has been through a recession, a pandemic, and two full rebrands, and has come out the other side running one of the most premium brands in the industry. Today, he has 29 locations open with (at least) two more on the way, and Flip has done the branding, positioning, and marketing math.In Episode 28, Flip dives into the evolution of his business, where his priorities are, and what he sees for the future.We discuss how:Lucid started in 2001 as Meridian Business Centers, a Regis copycat that competed mostly on price, before two rebrands carried it through Work Suites and upmarket into the modern, premium Lucid Private Offices brand it is todayFlip built Lucid in the gap between Regis and WeWork on purpose, and his test for that in-between position is whether you land on the best of both or the worst of both, because nobody wants to buy a convertible minivanLucid's motto is "work is good, where you do it matters," and Flip makes the case with a simple comparison: people happily pay thousands to drink a cold beer by a pool in Fiji and would not pay thirty bucks to drink the same beer at a roadside motel, because the surroundings are the productHe treats marketing as pure ROI and calls the phrase "marketing budget" a stupid sentence, since you would never stop buying customers who cost two dollars and bring in a hundredHe recently cut his Google ad spend roughly in half with almost no drop in lead flow, and he is reinvesting the savings into SEO, AI visibility, referrals, and broker outreach to wean the business off its dependence on GoogleAfter a year and a half of pouring money into sales training that barely moved his close rate, Flip realized the bigger lever was getting more people in the door, since lifting the conversion rate had done so littleHis new locations run 25,000 square feet and up by design, because small spaces fill faster, but large ones are where the profit lives, and he thinks the industry confuses occupancy with profitabilityHe breaks every coworking location into four legs of a stool, real estate, build-out, sales and marketing, and customer service, and the first two are the ones you can never fix once you have signed the leaseIf you want to hear from one of the coworking industry's pioneers, this one's for you. Want to connect with Flip Howard? Find him on LinkedIn and check out Lucid Private Offices.By the way, you can also:Check us out on YouTubeDownload all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️About 2 Marketers and a Coworking PodcastHosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business. 🔔 Hit subscribe to make sure you don't miss an episode.About Lucid Private OfficesLucid Private Offices provides flexible workspace for teams and individuals, along with meeting rooms and virtual offices. They operate locations across Austin, Dallas–Fort Worth, Houston, Atlanta, Phoenix, and Nashville.

Alex Hughes is the founder of CENTRL Office, an 11-location flexible office brand built across Portland, Seattle, San Francisco, and Los Angeles over the last decade. He started as a real estate broker who got dared into coworking by a landlord, and grew CENTRL from a single Pearl District location into one of the most respected operators on the West Coast.This is a conversation about what it actually takes to grow a flexible office brand across multiple states without losing the feel of the original neighborhood location.In Episode 26, Alex gets into how he built CENTRL from one Pearl District location into a multi-state operator, including:The origin story behind CENTRL, and the landlord who "dared" Alex to put his money where his mouth wasWhy CENTRL evolved from leases to management agreements, and the reframe at the heart of how Alex structures every dealThe Montessori approach Alex uses to build mixed-stage communities of startups, enterprise tenants, and established companies in the same spaceWhy CENTRL invested in serious branding from day one with just a single location, and how that decision compounded over the next decadeWhere flex is heading next, and why enterprise tenants are driving most of the growth most operators have been waiting forIf you're running, scaling, or partnering with landlords on a flexible office operation, this conversation is worth your time.Want to connect with Alex Hughes? Find him on LinkedIn and check out CENTRL OfficeBy the way, you can also:Check us out on YouTubeDownload all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️About 2 Marketers and a Coworking PodcastHosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business. 🔔 Hit subscribe to make sure you don't miss an episode.

Check us out on YouTubehttps://youtube.com/@CoworkingMarketingDownload all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️https://coworking.marketing/resources---------------------------------------------------------------------------------------------------------------------------Connect with KevinWebsite: https://everspaces.comLinkedIn: https://www.linkedin.com/in/whelankevin/Connect with TaylorWebsite: https://www.talemaker.caLinkedIn: https://www.linkedin.com/in/taylor-mason-37a94a58/Connect with HectorThis Week in Coworking: https://www.twic.coSyncaroo: https://syncaroo.com/ LinkedIn: https://www.linkedin.com/in/inztinkt/ ---------------------------------------------------------------------------------------------------------------------------In this episode, we’re joined by Daenerys of the House Targaryen, the First of… wait, sorry, that’s not right. We’re joined by the one and only Hector Kolonas, Co-Founder of Syncaroo, Founder of Included.io, and the mind behind the coworking industry encyclopedia and newsletter, This Week in Coworking.This episode has it all:A full spectrum of movie and TV references, from Game of Thrones to Futurama and beyond (count ‘em up!)Why toilet paper is a legit KPI for member churn in coworking spacesThe dystopian future of AI and how using it to create sh*tty content is bad for the environmentPlus, Hector shares a wealth of practical insight about:Newsletter data, personal branding, and building a flywheel of businesses and marketing tools (even if you didn’t mean to)Why most operators don’t actually own their dataHow to think critically about what you’re putting into the worldHow to build systems that reduce noise and amplify signalWhat makes an email worth sending—and how to respect the reader’s timeWhat operators should really be measuring (hint: it’s not just open rates)If you’re running a space, scaling your ops, or thinking about how your content, systems, and services all connect, this one’s worth your time.---------------------------------------------------------------------------------------------------------------------------About 2 Marketers and a Coworking PodcastHosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business. 🔔 Hit subscribe to make sure you don't miss an episode.

Check us out on YouTubehttps://youtube.com/@CoworkingMarketingDownload all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️https://coworking.marketing/resources---------------------------------------------------------------------------------------------------------------------------Connect with KevinWebsite: https://everspaces.comLinkedIn: https://www.linkedin.com/in/whelankevin/Connect with TaylorWebsite: https://www.talemaker.caLinkedIn: https://www.linkedin.com/in/taylor-mason-37a94a58/---------------------------------------------------------------------------------------------------------------------------Push or pull? Muscle or momentum? That’s the foundational choice at the heart of your coworking ad strategy—and it’s one most operators never pause to consider.In Episode 12 of 2 Marketers and a Coworking Podcast, we welcome Reuben Lau, founder of Spacefully, for a deep dive into Google Ads for flexible workspace brands. Whether you're running Google Ads, thinking about SEO, or just trying to spend smarter, this episode breaks it all down.In this episode, we talk about:The difference between push vs. pull advertising—and why it mattersWhy coworking ads fail when they copy other industriesHow to structure Google Ads for a multi-location strategyThe biggest mistakes operators make with retargetingWhat AI means for SEO, and how to adapt nowWhy clear messaging beats clever branding every timeHow to balance short-term tactics with long-term strategyPlus:Reuben shares the framework he uses to guide operators through advertising decisionsKevin explains why ad fatigue happens sooner than you thinkTaylor talks about how to set realistic expectations for ROI when the funnel is longIf you run Google Ads for your coworking space, you don’t want to miss this one. ---------------------------------------------------------------------------------------------------------------------------About 2 Marketers and a Coworking PodcastHosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business. 🔔 Hit subscribe to make sure you don't miss an episode.

Check us out on YouTubehttps://youtube.com/@CoworkingMarketingDownload all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️https://coworking.marketing/resources---------------------------------------------------------------------------------------------------------------------------Connect with KevinWebsite: https://everspaces.comLinkedIn: https://www.linkedin.com/in/whelankevin/Connect with TaylorWebsite: https://www.talemaker.caLinkedIn: https://www.linkedin.com/in/taylor-mason-37a94a58/---------------------------------------------------------------------------------------------------------------------------There’s a reason we saved this one for Episode 10! It’s a long, hard, analogy-laden look at marketing strategy for coworking spaces—and a technical glitch means you don’t have to hear Taylor talk for the last 15 minutes of the pod!Over the last few months, we’ve talked about ads, content, SEO, metrics, and more—but strategy is what ties it all together. This episode is your anchor.In it, we talk about:The difference between business strategy and marketing strategy—and why you need bothWhat it really means to be differentiated in your marketHow to be remarkable without resorting to gimmicksWhy clarity is your strongest competitive advantageHow to define your audience and know what they actually care aboutThe marketing KPIs that should guide your decisions—not just make you feel goodThe real role of brand in a relationship-driven industry like coworkingWhen to trust your gut—and when to check the dataPlus:Kevin breaks down the core tenets of marketing strategy in the coworking spaceTaylor calls out the things marketers love to overcomplicateWe both talk through what’s working, what’s not, and what’s next---------------------------------------------------------------------------------------------------------------------------About 2 Marketers and a Coworking PodcastHosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business. 🔔 Hit subscribe to make sure you don't miss an episode.

Check us out on YouTubehttps://youtube.com/@CoworkingMarketingDownload all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️https://coworking.marketing/resources---------------------------------------------------------------------------------------------------------------------------Connect with KevinWebsite: https://everspaces.comLinkedIn: https://www.linkedin.com/in/whelankevin/Connect with TaylorWebsite: https://www.talemaker.caLinkedIn: https://www.linkedin.com/in/taylor-mason-37a94a58/---------------------------------------------------------------------------------------------------------------------------Running ads for your coworking space isn’t about throwing budget at a platform and hoping for the best. It’s about knowing where to start, when to expand, and how to spend smarter—so every dollar drives results.In Episode 8 of 2 Marketers and a Coworking Podcast, we discuss the levers that make ads profitable and the essential elements of a strong coworking ad strategy.We talk about:Why Google search ads are (still) the fastest way to get leads (for now—we see you, AI!)The right order for your ad strategy: search, retargeting, prospecting—then everything elseHow much budget you actually need (hint: focus on cost per acquisition, not % of revenue)When it’s worth adding Meta, LinkedIn, or Display ads—and when it’s a distractionWhy retargeting ads give you leverage (and how to do them right)The unexpected power of Craigslist and Facebook MarketplaceWhy branding matters when you’re not the cheapest optionPlus:Kevin shares the simple rule of thumb for knowing when it’s time to expandTaylor asks the “dumb” questions every operator should ask before spending a dimeWe both talk about why ads should sell the feeling of your space—not just square footage---------------------------------------------------------------------------------------------------------------------------About 2 Marketers and a Coworking PodcastHosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business. 🔔 Hit subscribe to make sure you don't miss an episode.

Check us out on YouTubehttps://youtube.com/@CoworkingMarketingDownload all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️https://coworking.marketing/resources---------------------------------------------------------------------------------------------------------------------------Connect with KevinWebsite: https://everspaces.comLinkedIn: https://www.linkedin.com/in/whelankevin/Connect with TaylorWebsite: https://www.talemaker.caLinkedIn: https://www.linkedin.com/in/taylor-mason-37a94a58/---------------------------------------------------------------------------------------------------------------------------In Episode 6, Kevin and Taylor unpack what it means to adopt an e-commerce mindset—and the far-reaching marketing benefits that can come from doing so.This episode explores:Why an educated buyer is a happy buyer—and how productizing your services makes your marketing (and sales) way more effectiveHow to reduce friction and increase conversions on your siteHow to track your ROI on ad spend Why even premium offerings like team suites benefit from being shoppableWhat high-performing spaces are doing right (and what others are still getting wrong)This isn’t just about selling online. It’s about building a system that works harder, converts better, and helps your marketing drive more revenue.---------------------------------------------------------------------------------------------------------------------------About 2 Marketers and a Coworking PodcastHosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business. 🔔 Hit subscribe to make sure you don't miss an episode.

Check us out on YouTubehttps://youtube.com/@CoworkingMarketingDownload all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️https://coworking.marketing/resources---------------------------------------------------------------------------------------------------------------------------Connect with KevinWebsite: https://everspaces.comLinkedIn: https://www.linkedin.com/in/whelankevin/Connect with TaylorWebsite: https://www.talemaker.caLinkedIn: https://www.linkedin.com/in/taylor-mason-37a94a58/---------------------------------------------------------------------------------------------------------------------------Sir Richard Branson has more social media followers than Virgin does. Cristiano Ronaldo has more followers than all the Premier League football clubs combined.Why? Because people follow people more than they follow brands.That’s what this week’s episode is all about: why coworking CEOs and founders should get involved in the company's marketing—and how to do it. In this episode, we discuss:How founder visibility builds trust and credibility Why this matters when your audience is considering a management agreement, signing a lease, buying a franchise, or joining a communityWhat types of coworking businesses this works forHow to measure the ROI of building your profile as a CEO/ownerWhat you can do to get involved in the marketing process Also: Kevin breaks down the power of just showing upWe share a few book recommendations that will help you wrap your mind around building your profile as a business leaderTaylor shares how storytelling plays into category creationWe both agree that most people are overthinking it—and underutilizing it---------------------------------------------------------------------------------------------------------------------------About 2 Marketers and a Coworking PodcastHosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business. 🔔 Hit subscribe to make sure you don't miss an episode.