Interior design is a relationship business. And there is a fundamental rule that people do business with people they know, like, and trust. Building and maintaining trust also improves the bottom line. 93% of business executives agree, as found in PwC’s 2024 “Trust in US Business Survey”. Keeping this rule of business in mind, use your design ability to develop creative ways to reach out to your potential clients. Even if you have been in business for many years, it’s good to evaluate your client acquisition strategies. Is it time to make some changes or incorporate new ideas?
Who are your ideal clients?
Before you develop creative ways to reach those potential clients and build relationships that last a lifetime, ask yourself the following questions:
- Who are your ideal clients? If you don’t know your target audience and where to find them, then you will waste time and money trying to speak to people who wouldn’t make good clients. Narrowing in on a specific kind of person is always better than trying to appeal to everyone.
- What is your message? If your message is confusing, then no matter how creative your approach, it will probably fail. So craft an intentional message aimed at the kind of client you want to reach.
- Are your messages consistent? Does everything that comes out of your firm communicate a consistent brand? It’s important to stay consistent so that all of your touchpoints are recognizable.
As you begin to develop creative ways to reach out to potential ideal clients, don’t forget to remind yourself of the following: It’s not how you can “sell” your prospective clients, but rather what you have to offer that can help them. Remain focused on the value you provide. Clearly understanding your ideal clients allows you to reach out to them more effectively, as you know their interests, challenges, and what will capture their attention in the busy marketplace.
1. Start with existing ideal clients
Invite a few existing ideal clients to lunch, wine, coffee, etc. Let them know you value their opinion and want to be sure you are attracting more clients like them. Ask if they would be willing to help you brainstorm ways to do that. Often, people feel complimented when asked for input. Have an agenda, as people appreciate those who value their time. Have some possible ideas already on your list to start the conversation and get the thoughts flowing. And while you’re speaking with past clients, see if they know anyone that they can refer to you!
2. Partner with businesses with similar ideal clients
Identify businesses in your community that seem to share a similar kind of client and get in contact with them. Perhaps invite them out to coffee as well! Those businesses might be real estate firms, financial advisors, architects, or other firms that are related to your industry or may attract the same kind of customer. Then brainstorm ideas for working together now and in the future. Think of ways for both of you to reach out to past, current, and potential clients. If you have a blog, consider guest-blogging or cross-posting in each other’s newsletters.
3. Collaborate to put on an event with a purpose
Collaborate with one or more of these businesses (or even past clients if relevant) and put on an event with a purpose. It should not only have meaning for you but should also attract your ideal client. It needs to be results-oriented, so make sure you capture the attendees’ contact information. Consider events like fundraisers for a local cause, an educational seminar, or a craft fair with local vendors.
4. Partner with a nonprofit
Consider partnering with a nonprofit. The nonprofit should be one that both you and your ideal clients support. That way, the event can be meaningful and impactful! Consider local artists, wineries, and other relevant partners to help provide for and promote this event.
Remember that for any event you produce or of which you are a part, you want to be able to showcase what you do. You might incorporate vignettes at the site of the event – a cozy reading corner, an intimate dining area, an amazing pet corner, etc. Or connect directly to interior design by showcasing recent trends, fabrics, or favorite pieces.
5. Identify networking opportunities
Identify areas of interest to your ideal clients and groups with which they are involved. Then offer to speak to those groups. Many organizations are always ready to welcome relevant speakers. Be sure to focus your talk on educating the group and making it relevant to them, while also showcasing yourself as an expert. If you are not as comfortable speaking to groups, but enjoy writing, look for groups connected to your ideal clients who might have blogs, newsletters, or journals. Offer to write regular articles for them. They might have a spot for a column! Just as with speaking engagements, focus on their audience’s interests and position yourself as an expert.
Make sure that for any event or engagement with which you are involved, you capture the contact information of attendees, if possible. You might include several events a year in your marketing plan and notify your contact list about upcoming events, share other design news, tips, and information. You can also capture their information by having them fill out their contact information to participate in a drawing. The prize might be items from a local business, along with something branded with your firm’s name.
6. Contact local media sources
Local media – whether print, digital, or live – can be incredibly valuable. Potential clients in your local area are likely consuming content from local sources. So if you can make an appearance on a radio or TV show as an expert in the design field, or even have an article or project featured in a newspaper or social media post, that means more relevant eyes on your business.
For something a little less traditional, see if you can identify and work with any influencers or microinfluencers in your area.
7. Get involved with a local organization
Identify charities or other local organizations in which your ideal clients are involved. Select one that interests you as well, and get involved in some way. “Involvement” does not have to mean contributing large sums of money – in fact, that does not offer nearly the value as giving your time and expertise! Volunteer your time or services if possible.
When you volunteer and are working side by side with others who also have a passion for a charity or group, you are building relationships. While doing good and making a difference, those relationships can lead to ideal clients.
As a final point, remember that in reaching out to potential clients, your brand is connected to every part of your business. That includes everything that comes from your office. The identity and culture of your business will be seen on social media as well as in every communication and appearance by you and your entire team. Make sure you are easily recognized by your brand in every area of your business.