Interior Design Marketing

The Storied Group 2019 holiday card, which was one creative thing we did to market our business. Photography by Ashley Burns Photography

3 Fresh Marketing Tools for Interior Designers

Creating a marketing strategy for your design biz doesn’t have to be a total brain-melter, but it does take some real soul-searching to figure out who your dream clients are and what they actually need. Marketing has a ton of moving parts (yes, even PR!), but today, I’m challenging you with three questions to kickstart your thinking. These aren’t quick answers, but they’ll help you test, refine, and evolve your approach. And once you've nailed down who your ideal client is, you’ll be on your way to trying out some of these ideas to get new clients. Ready?

1) Price as Your Power Move

Price speaks volumes. Ever notice how people associate Whole Foods with success or a luxury handbag with “I’ve made it”? It’s not always about whether a pricier option is better—it’s the story that price tells. So, when you’re pricing your design services, ask yourself: Who are you pricing for? If you’re aiming for a high-end crowd, your pricing should match that vibe. Price too low, and potential clients might think, “Is this person really as good as that other designer charging double?”

What’s the story your price is telling about your design services?

2) Fulfilling Desire (With a Twist)

If you want to stand out, you’ve got to serve up something no one else is offering. People pick brands and designers not just because they’re “better,” but because they feel, “People like us do things like this.” (Thank you, Seth Godin). Look at the greats: If you’re ready to drop serious cash on eclectic maximalism, you’ll call Martin Lawrence Bullard. Love layered and textured neutrals? Amber Lewis is your girl. Obsessed with the vibe of cool, glamorous boutique hotels? Enter Kelly Wearstler.

While designing all different kinds of homes and styles based on what your clients want is a fine way to run a business, it isn’t what will make you stand out from the masses. If you want to make a name for yourself on a national level, you need to become known for something. You want people to come to you because you have a signature style that they love.

So, what’s your thing? What desire can you tap into that makes people go, “I need that in my life”?

3) Permission Marketing: Your Golden Ticket

Permission marketing is like having a VIP list—only people who actually want to hear from you get the goods. Forget spam. This is all about creating valuable content—whether through a blog, newsletter, snail mail, podcast, or an Instagram series—that speaks directly to your people. It’s not just sharing for the sake of it; it’s giving your audience something so good they can’t help but share it.

Something my company did before COVID made it harder to get work addresses (so many people now work from home), we hired a photographer to do really amazing photo shoots of our team and sent them out for holiday cards. We got so much positive feedback, and it reminded people that we exist.

How can you create irresistible value that not only serves your dream clients, but makes them your biggest fans? And how can you keep it consistent?