Picture this: Sicily, 1954… Oops, wrong story.
Let’s try that again. Picture this: You’re reviewing your open interior design projects with your team — looking at the ones you’re wrapping up and the ones you’re about to dig into next. You have a beautiful list of dream clients waiting to work with you. You sigh thinking… “It wasn’t always like this”.
There was a day when wrapping up an interior design project left you with an impending doom. Your mind would be racing, “Oh no. We need another project. Will the phone ever ring again? Will anyone ever hire us again? Why are our leads so lackluster? Where are all the good clients and why aren’t they contacting us? ”
What did you change in your interior design business to go from panic to a list of clients waiting to work with you?
Stellar branding and interior design marketing, of course.
Not there yet? Don’t worry… I’m here to guide you through the interior design marketing strategies that’ll put you right back into the fantasy of never-ending dream clients waiting to work with you.
If we haven’t met, I’m Sandra Funk, founder and CEO of the boutique interior design firm, House of Funk. After 20 years as a luxury designer, I’m now a business strategist deeply rooted in empowering and educating design entrepreneurs. With my turnkey approach, I welcome designers into my inner circle, sharing my proven process for a balanced, joy-filled and wildly profitable design firm.
Our project-based industry is a blessing (you’re never bored) and a curse (but you always. need. more. clients.)… So, you must always be marketing. Always. Even when you’re so busy you can’t imagine ever finishing the work you have in front of you… even then.
Let’s dig in.
YOU need to be in your interior design marketing.
If you’re the owner of the interior design business, then YOU need to also be the face of the interior design business. People don’t hire a brand, they hire a person. That means your full name should appear early on in your social or website if the company isn’t named after you. And, yes, you need to have a photo of yourself in the mix as well.
It is extremely important to show your authentic self—not who or what you think your potential interior design clients want to see, but the real you; what they will actually get when they choose you as their designer.
Your Dream Client
It is so, so, important to know exactly who you’re speaking to so that all of your interior design marketing and branding efforts catch your dream client’s attention.
When I began leveling up my interior design business, I sat down with a blank piece of paper and a pencil and refined EVERYTHING so that I was speaking to just one person, my dream client archetype. Not only who they are, but where they live, what they love to do and who they share their home with.
As my marketing guru Marie Forleo says (with a Jersey accent, of course); “If you’re talking to everyone, you’re talking to no one.”
You need to laser-focus your interior design marketing message.
Speaking clearly to one person, catching their attention and solving their problems isn’t limiting, it’s clearing a path to make it easier for you and your dream client to find each other.
Look at your data. What past interior design projects have been the most profitable? Which ones have lit you up? Where do you want to spend your time?
You’re not showing everything that you’ve ever done. You’re highlighting the caliber of work that you want to do again.
Branding
Once you have established your dream client, establish clear branding in your interior design marketing – specific messaging, colors, voice and a curated portfolio will bring you your dream clients.
Website
It should come as no surprise that your website’s main goal is to speak to your end user — your dream client. It needs to be top-notch and say “Welcome to my brand.” Clean, consistent and professional.
And by all means, don’t forget to make it mobile-optimized. So many people use their mobile devices to search and scroll. You want to ensure your website is gorgeous on all devices and at all times (i.e. after any major iOS or Android update) to really let your interior design marketing shine.
Photography
Amazing photography is the #1 most important factor if you’re looking to get published.
One of the best interior design marketing tools and investments is high-end photography. An excellent portfolio comes from completed design projects — no stone left unturned — from artwork to accessories. Clients want their homes to look and feel fully finished.
And, of course, the second part of the amazing portfolio equation is a talented photographer.
If you have the cash, seek out a photographer that has a relationship with the publication. Local photographers are another great route. Interview, consider and get a quote from several before making your final decision.
SEO Blog Post
You were meant to change lives by making homes beautiful, so your dream client is going to want to see a visual representation of your talent and creativity in your interior design marketing.
Blogging is great for when you have a whole lot to say, but you don’t want to inundate your website with words. This is where a strong SEO blog post comes into play. SEO blog posts are a great way to answer the questions that your clients are asking.
FAQs
Speaking of answering questions. I’m a huge fan of the FAQ section of our website. When long explanations aren’t required, direct clients to the FAQs section of your website to really strengthen your interior design marketing.
Social Media
Are you feeling completely overwhelmed by zillions of social media platforms? Don’t panic. Pick your platform, be consistent and slice and dice your interior design marketing to fit each media.
Think of each feature as a marketing tool. A way to show your dream client exactly who you are and what you have to offer. Instagram, for example, is a visual representation of your brand. Make content, then make it work for you by getting your magic and beauty out there into the world.
Ready to stand out on Instagram?
Download the checklist to unlock Instagram’s full potential and start attracting your dream clients today:
Email Marketing
At the core of your interior design marketing strategy is email marketing. Email marketing is a great way to take your dream clients from knowing that you exist to liking you to trusting you to hiring you. It gives you the opportunity to position yourself as an expert by giving tons of value, tips and information to your potential clients.
There are a ton of platforms out there that can make this easy so do some research and find the one that’s best for you.
Delegate, Delegate, Delegate
If you’re feeling completely overwhelmed by your interior design marketing right now, I want you to sit back, relax and take a nice deep breath. You don’t have to do this alone. If writing isn’t your thing, that’s OK. If tech isn’t your thing, that’s OK. Seek out the experts. Utilize your team, interns and freelancers.
Referral Marketing (Word of Mouth)
Word of mouth is still one of the most successful forms of interior design marketing, even if you’re just starting off. Talk to everyone that you know. Shout it from the rooftops.
Making your interior design marketing personal, thoughtful and creative goes a long way. I used referral marketing with my clients, contractors, vendors and trades.
I liked to surprise and delight, so I often used less celebrated holidays and sometimes just out of the blue to let these people know that I appreciated their referrals.
The Interior Design Marketing Funnel
Think of your interior design marketing plan as a funnel. It starts with amazing images — a well-thought-out, curated portfolio that shows your design aesthetic. It should be clean, refined and targeted to your dream client.
Next, comes your social media—little bite-sized snacks that show your authentic self. Whether it be your portfolio, images of you (after all, you’re the face of my business), beautiful images from your favorite artist or florist or lifestyle images that reflect you design aesthetic, but your dream client’s luxury taste. These little snacks catch people’s attention and get them to click into your world.
Your world, being your website… your incredibly specific and intentional interior design marketing tool that provides all the things for your business—from your portfolio to your FAQs it’s all there just waiting for potential clients to opt-in to your email list where they’ll enter a lead nurture series of emails that will ultimately determine if you’re the designer for them and vice versa.
Last, but certainly not least, your interior design marketing should not only be intentional but also a part of your process. Of course, it’ll grow and change with you, but if your interior design marketing plan is coming from a place of authenticity, the material should be evergreen.
Your marketing will remain relevant year after year, so don’t be afraid to batch it.
If you’re still feeling overwhelmed and don’t want to tackle it alone, I’m here to help.
That’s exactly why I created The Client Attraction Formula. The Formula is my proven strategy to help you attract high-quality, dream clients, boost your revenue and achieve a better work-life balance. Let’s work together to elevate your business and build the fulfilling career you deserve.
