The days of “set it and forget it” workspace strategies are over.

As return-to-office mandates continue to roll in, occupiers want holistic solutions that mix long-term leases with coworking options to maximize workspace utilization.

A few brokers are ahead of the curve, most aren’t. Myths about coworking stop many from offering it to all their clients. The truth? Most large operators already have a coworking plan. Ignoring it means missed deals, missed value, and missed commissions.

Myth 1: Coworking is for startups and freelancers

The most common misconception is that coworking is for startups and freelancers. While that may have been true a decade ago, today the market has shifted, dramatically.

At iQ Offices, Canada’s largest Canadian owned coworking operator, 82 per cent of desks are occupied by enterprise clients — large or multinational organizations with established teams. Growth-stage companies account for 12 per cent, while small businesses make up only six percent.

“The biggest misconception we still hear is that coworking is for startups,” said Kane Willmott, co-founder and CEO of iQ Offices. “In reality, the majority of our members are enterprise companies. They want flexibility and a premium environment that allows them to attract the best talent in markets outside their head office location — not a temporary stopgap.”

For brokers, this means coworking is no longer just a fallback for small firms. It is a viable, long-term option for major businesses.

Myth 2: Brokers don’t earn commission on coworking deals

Another hesitation is financial: “If I place my client in a flexible space, do I get paid?” The perception persists that coworking deals bypass brokers.

In reality, most operators — including iQ Offices — pay commissions on brokered agreements. What many brokers don’t realize is that coworking isn’t limited to a few small offices. iQ, for example, offers self-contained private offices that can accommodate teams of up to 100 desks — all within coworking locations.

With more enterprise and mid-sized clients now considering flexible office solutions, the opportunity for brokers and Realtors is very real — and very lucrative. Understanding how these agreements work allows brokers to confidently present private, secure office space within coworking as part of a broader portfolio of solutions — and earn from doing so.

Myth 3: Coworking is too expensive

Brokers often compare coworking to the raw price per square foot of a lease. But the biggest expense in a traditional office isn’t rent — it’s the space you pay for but never use.

Enterprise companies know what it really takes to procure, staff, and deliver a curated experience for employees. They do it at their head offices — and it’s costly. More importantly, it’s impossible to replicate that level of experience in a 5,000-square-foot satellite office.

That’s why enterprise clients turn to coworking. They understand the value of outsourcing to operators whose core focus is creating workplaces that attract and retain top talent. For brokers, the opportunity is clear: coworking isn’t a cost premium — it’s a talent solution.

Myth 4: Flex space is unstable or temporary

Some still assume coworking is a short-term fix for companies that cannot forecast their headcount. The opposite is true.

Enterprise clients tend to be the most stable in terms of size and planning. They use private or managed offices within coworking environments to give themselves agility — the ability to scale, reorganize or test markets — without sacrificing quality or credibility.

This flexibility has become part of long-term workplace strategy. For many organizations, it is less about uncertainty and more about aligning real estate decisions with employee needs and culture.

What’s really driving demand

The shift has less to do with balance sheets and more to do with people.

“Employees want a reason to commute. They expect an experience that feels worth the trip — thoughtful design, hospitality-inspired services and a sense of community,” said Willmott.

The decision-makers have changed too. Increasingly, it’s HR and people leaders shaping office strategies, not CFOs. Their measure of success isn’t rent savings. It’s return on employee: satisfaction, retention and performance.

Why it matters for the real estate industry

For brokers, landlords and investors, the lesson is straightforward. The old myths about coworking are out of date. Startups and freelancers may have pioneered the model, but enterprise tenants are the ones fuelling its growth today.

Follow the smart money. If the majority of desks in flexible offices are filled by global corporations, it signals that something is working for them — and it’s worth paying attention.