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trade tales | Jan 24, 2025 |
How do you maintain relationships with past clients?

Whether it’s to nab repeat business or increase referrals, maintaining relationships with past clients can help your business across the board. This week, we asked seven designers—Brittany Cooper, Chris Goddard, Susannah Holmberg, Tom Riker, Emily Ruff, Brianna Untener and Karen Wolf—how they keep in contact with clients after the project ends.

How do you maintain relationships with past clients?
Tom RikerCourtesy of James Thomas

Change of Scenery
“An invitation to a lecture or event that we believe clients would enjoy is a simple yet meaningful way to show them that we are thinking of them. Recently, we hosted a group of clients at a book signing and talk by India Hicks, which included cocktails and dinner. James [Dolenc] and I also host an annual summer party at our home in Michigan, and we love to include both current and past clients on the guest list. It’s a wonderful way to entertain them, give them the opportunity to meet other clients and our friends, and allow them to see us in a different light—outside of a professional setting. Of course, reaching out for dinner or cocktails after a project wraps up is always a great way to celebrate its completion.”Tom Riker, James Thomas, Chicago

How do you maintain relationships with past clients?
Susannah HolmbergCourtesy of Susannah Holmberg Studios

Rule of Three
“We nurture relationships with past clients in three thoughtful ways. First, through social media, where I make a point to engage with their posts and stories. While it may seem like a small gesture, I believe these interactions go a long way in maintaining a meaningful connection. In addition, we send a Christmas card annually and distribute a quarterly newsletter to keep them informed and engaged.” —Susannah Holmberg, Susannah Holmberg Studios, Salt Lake City

How do you maintain relationships with past clients?
Chris GoddardCourtesy of Goddard Design Group

Clients for Life
“In our firm we don’t really [differentiate between] clients as past or present, as we are continually adding to room decor, updating or working on second homes for the majority of our clientele. To ensure we stay connected to our clients, we provide a concierge/turnkey service where we take care of their holiday decor and maintenance of furnishings, as well as an open line of communication for any of their household needs. As we all know, no project is ever truly complete, and there is always another layer to update or add.” Chris Goddard, Goddard Design Group, Springdale, Arkansas

How do you maintain relationships with past clients?
Brittany CooperAmanda Castle

Referral Network
“Rathell Designs is proud to be 90 percent referral-based, a testament to the strong relationships we’ve built with our clients. We take great pride in taking care of those who have supported us and shown their love and passion for seeing our firm grow. We never take this trust lightly and are deeply thankful to our clients who champion our success and want to see us thrive. Through personalized follow-ups, newsletters and social media, we keep our clients engaged and inspired, ensuring their continued satisfaction. We also value referrals and show our appreciation with incentives or heartfelt thanks. By consistently offering value and staying connected, we foster lasting, meaningful relationships with those who have been a part of our journey.” —Brittany Cooper, Rathell Designs, Cary, North Carolina

How do you maintain relationships with past clients?
Brianna UntenerCourtesy of Brianna Scott Interiors

Social Media Strong
“I’m fortunate to have built strong relationships with my clients, both during our time working together and afterward. I genuinely care about them and enjoy keeping up with their lives. Following many of my clients on social media allows me to stay connected and engaged. It’s a convenient way to share a quick message, comment on their updates, or send them something that reminds me of them. Social media has been an easy way to maintain these connections and celebrate their milestones in a meaningful way.” —Brianna Untener, Brianna Scott Interiors, New York

How do you maintain relationships with past clients?
Karen Wolf Courtesy of K+Co. Living

Beyond the Scope
“Outside of the principal keeping in touch with past clients and checking in, it is important for the lead designer to establish a relationship with our clients beyond business. We are so busy that sometimes our communications can be curt. Adding a few friendly sentences to check in on kids, dogs and life can make a huge difference in long-term relationships. In addition to human touch points, we have a robust and dynamic email marketing program, send annual holiday cards, and text occasionally on secondary holidays where we can cut through the clutter. Coming soon is a loyalty program for our retail stores. Also, a phone call to say hi never fails!” —Karen Wolf, K+Co. Living, Short Hills, New Jersey

How do you maintain relationships with past clients?
Emily RuffCarina Skrobecki

Holiday Cheer
“We send holiday gifts to all clients who completed a project with us that year, and we stay in touch with them on social media or sometimes via text or email. It is great to stay top of mind with past clients because even if they don’t have another project for us, referrals are the biggest new project driver for us.” —Emily Ruff, Cohesively Curated Interiors, Seattle

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