Marketing & ReputationAd channels, freshness, referrals, organic leads, and the reputation system
Advertising Channels
| Channel | Monthly Cost | Base Leads/mo | Notes |
|---|---|---|---|
| Google Ads | $600 | 11 | People searching "coworking near me". Highest lead volume. |
| Instagram + Meta Ads | $450 | 8 | Pretty photos of your lounge. Good value. |
| LinkedIn Ads | $800 | 7 | Fewer leads, but teams that want offices. Leads are 45% likely to be teams (vs 12% normally). |
| Here.Work Listing | $95 | 4 | The marketplace where nomads compare spaces. Cheap and steady. |
| Local Flyers & Posters | $150 | 3 | Cafes, universities, gyms. Cheapest above Here.Work. |
| Member Referral Program | $0/mo | Variable | Pay-per-result: $100 credit per signed referral. Scales with community size × satisfaction. |
Channel Freshness (Ad Fatigue)
Every ad channel has a freshness meter (35%-100%). It decays at 1.1% per day while running and recovers at 1.8% per day while resting. Freshness multiplies lead flow directly.
- A channel at 100% freshness delivers full leads.
- At 50%, a warning fires: "the same people keep seeing it."
- At the floor of 35%, you're getting only 35% of the channel's potential.
Email Marketing Boost
An email marketing vendor amplifies every ad channel's lead generation:
- Brevo Starter ($25/mo): +12% leads
- Mailchimp Standard ($60/mo): +18% leads
Referral Program
The referral program generates leads based on: members × 0.006 × (satisfaction / 60, clamped 0.3-1.4). Each referral that signs up costs you $100 in credit. It never suffers from ad fatigue.
Organic & Walk-In Leads
Every day, a base of organic leads trickle in from word of mouth and walk-ins:
- Base: 0.15 + satisfaction/300 + (members × max(0, satisfaction - 55) / 4000)
- Rooftop Neon Sign upgrade: +25% walk-in leads permanently
- Weekly community events add +3 organic leads per event
Lead Flow Modifiers
All lead sources (paid + organic) are multiplied by:
| Modifier | Effect |
|---|---|
| Reputation multiplier | (reputation/50)^1.3, clamped 0.2–1.35. Neutral at 50 rep, harsh below, modest bonus above. |
| Difficulty | Relaxed ×1.2, Standard ×1.0, Cutthroat ×0.85 |
| Season factor | See Seasonal Demand |
| Press feature | ×2 for 7 days (from incident or beating a competitor) |
| Rival steal | 5%-40% of leads captured by the competitor |
Lead Conversion
Each lead that arrives has a conversion chance based on:
- Price factor: clamp(1.6 - tierPrice / (marketRate × 1.2), 0.25, 1.3)
- Satisfaction: 0.35 + satisfaction/120
- Reception: with receptionist: 0.82 + 0.06 × skill. Without: 0.3. Without a reception desk: ×0.15.
Overall: 0.5 × priceFactor × satisfactionFactor × receptionFactor × (hasFrontDesk ? 1 : 0.15)
Team Leads
Some leads are whole teams (2-4 people). LinkedIn boosts team probability to 45%. The Tech Campus scenario multiplies team chance by 3×. Teams sign together and leave together.
The Waitlist
When a converted lead's preferred tier is full, they may join the waitlist (up to 8 entries). Waitlisted leads wait up to 21 days and sign the moment a desk frees up. Build capacity and they'll convert immediately.
Reputation (0-100)
Reputation is your review-site score. It lags behind satisfaction but with asymmetric speed:
- Drops fast: 3.5% of the gap per day when satisfaction is below reputation
- Recovers slowly: 1.2% of the gap per day when satisfaction is above reputation
Below 40 reputation, a warning fires and leads drop sharply. The star rating shown in the UI: round(reputation / 10) / 2 (0-5 in half-star steps).
Online Reviews
The report panel shows 4-6 fake-but-honest reviews generated from your actual satisfaction factors. Praise comes from positive factors, gripes from negative ones. Reviews help you diagnose what the community loves or hates.