From social media promotion to getting published in shelter magazines, there are many ways to market your firm. This week, we asked seven designers—Martin Horner, Cheryl Luckett, Erica Lugbill, Justin Lugbill, Hill Rondero, Rachel Sherman and Shea Soucie—how they attract new clients.
Nurture the Relationships
“We don’t do any direct marketing; however, we make sure to give little gifts to our past and present clients a couple of times a year. It may be a bottle of rosé with a note in the spring, and a basket of our favorite little things over the holidays. It keeps us top of mind for referrals and lets them know how much we appreciate them. Most of our jobs come from word-of-mouth, so it’s definitely all about relationship building.” —Hill Rondero, Ro House Studio, Charlotte
Use the Algorithm
“From day one, we used [digital] marketing to grow the business. Our first customers were via Google Search ads, and since then, we’ve continued to expand the channels we use to find new customers. On the paid side, we’ve experimented with all things digital: Google Search, YouTube, display ads, Facebook, Instagram, Houzz, Nextdoor are all in the marketing mix for us at any given time. With all channels, our goal is always to showcase the amazing work we do, and provide clarity to prospects as to what we offer, how we work, and the impact it has for our clients. Good marketing is about serving the right message to the right person, at the right time, staying top of mind with your target audience throughout their discovery and consideration journey.” —Erica and Justin Lugbill, Lugbill Designs, Chicago
To the Trade
“Last year, I began proactively reaching out to builders and general contractors who serve the same clientele as my firm. I’ve been reaching out to discuss how I can support their clients’ needs and vice versa, while also exploring ways we can partner. A big part of this effort has been joining local trade organizations focused on construction and renovation. These groups have provided valuable opportunities to connect with industry professionals, gain insight into their challenges, and position myself as a trusted resource for high-quality design services. By nurturing these relationships, I’ve been able to expand my network and create mutually beneficial collaborations that lead to new business. It’s a win-win for sure!” —Cheryl Luckett, Dwell by Cheryl Interiors, Charlotte
Meet the Press
“Word-of-mouth is huge for me, and probably the best way to get quality clients. One way I encourage my clients to discuss their home [with others] is by gifting them a custom coffee table book at the end of their project that shows the before-and-after of their spaces. They can show their friends the transformation (and discuss their amazing designer!). When it comes to press coverage, it has validated my brand for potential clients, which is useful when it comes to discussing our fees. It also means we can be a bit more selective with taking on clients who feel like the best match for us. When we were featured in Luxe magazine, people really started to notice us! Not only did potential clients take notice, but many vendors reached out to partner with us in a more meaningful way, which has been great.” —Rachel Sherman, Rachel Sloane Interiors, New York
Curated Events
“One of our most effective marketing strategies is creating unique shared experiences with our network, and a hallmark of this approach is our Salon Dinner. These private, curated gatherings are designed to foster meaningful conversations and inspire fresh ideas. Interior design plays a key role in these events, not just as a backdrop, but as a catalyst for connection. The spaces we design leave a lasting impression on our guests, helping to create memorable experiences that deepen their connection with us and our work. Through these beautifully designed settings, we associate ourselves with the kind of creativity that drives interest in our professional expertise.” —Shea Soucie and Martin Horner, Soucie Horner Design Collective, Chicago and Naples, Florida
