When you’re a few days into a client’s construction project, a thought that probably does not occur to you is asking that client to sit down for a podcast interview where you dig into how the whole thing is going. But Newport Beach, California–based designer Lindsay Olson did just that recently, tapping a client who was on day four of a kitchen reno to join an episode of her podcast, Interior Design Diaries, which she launched in February.
Olson, who founded her company Lulu Designs more than two decades ago, faced a common problem: She felt that the images in her portfolio and the information on her website didn’t convey the full experience of working with her firm. She knew the value in referrals from past clients—that’s how she gets most of her business—and thought that bringing current and past clients onto a podcast to talk candidly about the design process might offer a fresh way to capture and curate those testimonials.
“The best way to learn about what I do is to hear it from people who have worked with me,” says Olson. “There are so many interior design podcasts, but we rarely hear the client’s perspective. Instead of telling homeowners how to design their house, it felt interesting to me to ask clients how they feel during the process.”
In that kitchen renovation episode, Olson asks the client, Dr. Mina Kopel, point-blank if she’s feeling overwhelmed—as many people do when their home suddenly becomes a construction site. Kopel says that she’s not and attributes that Zen attitude to the prep that Olson had done with her. “It’s actually really smooth because you sent me a plan, all the cost was attached … we have a budget, we’re staying within budget,” says Kopel, who also explains that she wouldn’t have embarked on the project without a designer. As a client review goes (especially from one still in the thick of things), it’s high praise—while also providing some insight to potential clients.
In choosing which clients to invite on the show, it mostly comes down to one question for Olson: What’s different about this space that would make you want to know more about how it came to be? “Every design has a story behind it,” she says. “I’m trying to highlight the intention behind our choices and the authentic stories of the people who live in these beautiful spaces.” One such story is a client whose home suffered two internal floods (one caused by the family’s cat accidentally turning on a second-floor faucet while the family was away) over a few years. The client details the emotional state she was in after the second incident, which resulted in the family having to temporarily move out, and how hiring Olson allowed the client to hand over the process of restoring their home while she sorted out an interim living arrangement and navigated insurance claims. It’s the kind of backstory you couldn’t possibly glean from looking at photos of the completed home on Olson’s Instagram grid.
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Coming to the podcasting sphere as a novice, Olson decided to hire a team of freelance producers and editors to handle the production of the show, as well as a video team to capture each podcast taping and post it on YouTube. “I’m at a phase in my life where I’m willing to hire the right people who are experts rather than spend my time trying to figure out how to do something totally different,” says Olson. “It’s nerve-wracking enough just planning out questions and, candidly, being on camera.” As far as financing the project, Olson counts the associated costs as part of her marketing budget. “You have to invest in yourself and promote your business,” she says. “It’s lending credibility to me as a professional and giving me a chance to demonstrate my business acumen.”
Since the show debuted six months ago, Olson has released 13 episodes of Interior Design Diaries. And while she hasn’t yet gotten any new client leads from the show, the designer is pleased with how often it comes up in conversation, both with other designers and clients. “People actually are listening,” she says.
Perhaps even more gratifying is the way the show has reignited relationships with past clients. So far, only one client has declined her request to come on the show—and it was due to scheduling conflicts, not a lack of desire. In fact, she’s gotten texts from several clients jokingly asking if they’re going to be her next guest. “That has surprised me! I’m like, ‘Oh, people actually want to do this with me!’” says Olson. “I’m finding that when you ask people to sit down and tell their story, they’re game to have that conversation.”
