Business ebbs and flows, but it’s important to know what to do during a slower period. This week, we asked five designers—Sarah Brown, Noha Hassan, Kristin Hildebrand, Lonni Paul and Heather Peterson—how they land new projects during a downturn.
Invest in Social
“When business slows down, I focus on the marketing channels and relationships that have consistently generated work for our firm. About 75 percent of our inquiries come through Instagram, so maintaining a consistent presence there is always a priority. We continue sharing completed projects, behind-the-scenes moments, and our design process to stay top of mind with potential clients. I also make it a point to reconnect with builders I’ve built strong relationships with over the years. A simple check-in to see what projects they have coming up and whether they’re looking for an interior designer often leads to valuable opportunities. Those partnerships are built on trust, and staying in touch ensures we’re considered when the right project comes along. For us, slow periods are less about waiting for work to appear and more about intentionally nurturing the relationships and marketing efforts that have consistently driven our business.” —Kristin Hildebrand, KH Interiors, Costa Mesa, California
Show, Don’t Tell
“I don’t believe in chasing clients—I believe in staying visible. Slow periods are the perfect opportunity to nurture the relationships you’ve already built. Some of our best projects have come from past clients, architects, builders and trades who remembered us because we stayed in touch long after a project was complete. I also use quieter seasons to invest in our portfolio, update our website, share recent work and pitch editorial opportunities. Being featured in publications not only builds credibility but also introduces your work to clients who are already looking for a certain level of design. Rather than focusing on selling, I focus on consistently showing the quality of our work and the experience we provide. The right clients tend to find you when your brand is clear and your reputation is strong.” —Lonni Paul, Lonni Paul Design, Los Angeles
Ask a Friend
“Our best inquiries come from client referrals, so we make sure to stay in touch with our past clients. We send holiday cards with personal notes and more targeted gifts or notes through the year. I also send a quick text or email if I see something that makes me think of them, whether that is a vintage accessory I think they might purchase or an article about an heirloom piece they have in their homes. In slow times we might reach out in a more direct way; we recently emailed past clients with the offer of a complimentary consultation if they or someone they know is looking for a vacation property. These gestures don’t take a lot of resources, and they remind our people that we remain on their side and available to them. They are signals of the kind of thoughtful service we offer, which we know prompts recommendations when their friends or family are in the market. At the other end of the spectrum, we have been known to send a promo book in a custom box to a cool house that recently closed. We include a note that says ‘Dear homeowner: Great choice on this amazing property! If you are looking for a designer to help you shepherd it forward, we would be honored to be considered.’ While it hasn’t netted us a project yet, it feels like we are spreading seeds and one of these days, one of them will sprout.” —Heather Peterson, Heather Peterson Design, Minneapolis
Tap Your Network
“Most of my best projects haven’t come from actively looking for clients. They’ve come from relationships built over many years—repeat clients, referrals, architects, brokers, and people who have followed my work over time. When I have extra time, I use it to reconnect with people, update my portfolio and website, photograph completed projects, and reach out to architects or brokers I’ve been meaning to meet. Those efforts rarely lead to immediate results, but they often lead to the right opportunities over time. For example, when I reach out to brokers, it’s usually because we’ve crossed paths before or there’s already a natural connection. That makes the conversation feel much more genuine. I particularly enjoy connecting with brokers who work with an international clientele, as those conversations often reflect my own background and the type of clients I enjoy working with. I explain where we can add value. Buyers aren’t always able to visualize a home’s potential or know what to look out for when comparing properties. We assess spaces differently, looking beyond what’s there today to what’s possible. I’ve found the best relationships are built when both sides genuinely enjoy the conversation rather than focusing on networking. Those are the relationships that tend to last.” —Noha Hassan, Noha Hassan Designs, New York
Tidy Up Your Systems
“Much of our work comes through the relationships we build with clients, suppliers and collaborators. A quieter period is a valuable opportunity to focus on developing ideas, nurturing connections and sharing our work with a wider audience. It allows us to step back from the day-to-day pace of projects, seek out new inspiration, refine creative ideas and invest time in the research. Those quieter moments often become the starting point for future projects and new exciting opportunities. It also gives us the breathing space to focus on the administrative side of running the business, tasks that inevitably get pushed to the bottom of the list when projects are particularly busy. Having that time to organize and plan ahead helps ensure the studio runs smoothly and allows us to give every project the attention it deserves.” —Sarah Brown, Sarah Brown Interiors, London
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