So you’re looking for flexible offices… and you know using a broker is a good thing to do. There is so much variety in coworking and differentiation is key. A broker helps you find it. But how do you tell London serviced office brokers apart?

How do brokers differentiate themselves?

If you’re browsing coworking broker websites, chances are you will come across the following statements, or variations on a theme, almost every time:

– We are free

– We are impartial

– We cover the whole market

– We will get you the best deal

This is a problem – if everyone in this niche says the same thing, what’s the USP? They can’t all be right, can they? 

And if they are all right, how can you tell which one will give you the exact service you are after?

How do you tell London serviced office brokers apart?

You should be on the lookout for things coworking brokers say that truly differentiate. This could be a personal USP from the individual agent, or something about the way their company works which is different from the others.

Maybe they specialise in particular industries, like your own? What about a preference for a specific enquiry size? Is this what you’re after? 

Ask them this question: what is your USP? And if their answer falls into one of the four categories above then you should push for more, or think twice. There’s no sense in a USP being cookie-cutter. That’s the exact opposite of a USP!

Consider some of the statements below. They would be genuine examples of coworking brokers stepping outside of the norm to deliver their service.

– We will only send your enquiry to buildings you shortlist as suitable

– We will only send your enquiry to buildings when you commit to view

– We will tell you upfront which buildings are paying us increased fees

– We will need signed exclusivity for X time, we are so confident

There are many brokers that do things differently in practice, but not enough ownership of that differentiation to shout about it.

You should be proactive in asking them to prove their differentiation.

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