Grow Your Project Pipeline in 2024
An interior designer's guide to business development.
In the competitive world of interior design, effective business development is the key to sustained growth and success. The dynamic nature of design preferences, technological advancements, and changing consumer behaviors necessitates a well developed process to stay ahead of the curve. In this article we’ll explore steps and strategies for establishing an effective business development practice in 2024 and beyond.
Define Your Niche
Define a niche or specialization within interior design to distinguish your firm. Take a minute to think about your favorite projects. What made them so enjoyable? Make a list and see if you can’t create your own niche from the work you’ve most enjoyed. As we all know, when we do what we love, we do our best work.
Further develop your niche or specialization by increasing your expertise in specific sectors, such as residential, commercial, hospitality, or sustainable design. Do you need to take a course to further develop your skill set in one particular sector that may bring more opportunities? Investing in yourself and holding a lifelong learner approach to your work will continue to pay off for years to come.
Client & Community Relationship Management
It goes without saying that client relationships are what contribute to increased business. A happy client is invaluable and often converts to repeat business or at a minimum new referrals. In developing the habit of business development it’s of the utmost importance to prioritize client relationships and customer satisfaction as the foundation of business growth.
Tip: A quick and easy way to help increase business is to provide free initial 30-minute consultations to build rapport and demonstrate your firm's commitment to understanding client needs.
At 19th&CO we recommend going one step further, and engaging with your interior design community by way of networking at events, trade shows and joining local and national industry associations or organizations. Start by introducing yourself to fellow designers, architects, suppliers, builders and other industry professionals and exchange contact information. In short, put yourself out there!
Christine Woodward, Founder & CEO of 19th&CO mingling with design industry professionals at WestEdge Design Fair 2023.
In addition to getting out there and developing new relationships you will need to ensure you are keeping track of who you met, where and any particular notes of interest and other details you should know before making contact again. Develop a robust customer relationship management (CRM) system to help track client or industry partner interactions so that you can tailor your next conversation accordingly. Don’t be discouraged - this is not as difficult as you might think. For many years, the 19th&CO team have used Zoho CRM, however, we have since created a more simplified and cost effective approach with a fully dynamic spreadsheet developed for our own business development efforts within the industry. It’s been a game changer!
Are you ready to increase your interior design project pipeline? Join the waitlist for an exclusive series with Christine Woodward. We’ll keep you updated and share tips along the way!
Portfolio Enhancement
As the age-old saying suggests, a doctor tends to be their own most challenging patient. Similarly, it's common for individuals to postpone brand updates in search of a supposedly "better" time. However, it is crucial to prioritize this task. Your portfolio is your most effective sales tool.
When was the last time you updated your portfolio and website? Do your business a much-needed favor and stop right now, and create a reminder task to get those tools updated with recent work. Remember to include before and after images, testimonials, collaborations, particular design styles, project scales and other details that will draw a potential client or industry professional in to want to work with you.
Tip: If you simply don’t have the time, task a member of your team - delegating is also essential in implementing a successful business development system or partner with someone who can help.
Strategic Online Presence
A robust online presence is non-negotiable for businesses in 2024. Utilize social media platforms, a well-designed website, and digital marketing strategies to showcase your portfolio and engage with a wider audience. Building a strong online brand presence can significantly impact client acquisition and retention. Take a minute to reflect on your current online presence. Can potential clients and industry partners find you, check out your style, see some of your work, and get a feel for what it would be like to work with you?
Start simple. Websites do not need to be super dynamic or complex. They should be visually appealing and user-friendly with information being available quickly and easily to potential clients.
New business also comes via social media for many firms. To continue growing your pipeline, leverage social media platforms to showcase designs, engage with potential clients, and stay connected with industry trends. As with your business, you don’t need to be all things to all people. Choose one or two platforms that resonate with your target audience. Our recommendations are LinkedIn, Instagram, and Pinterest. If you have the bandwidth, definitely consider Tik Tok, it’s not just for kids! Again, this can be kept very simple. The key is consistency with how you present your business across the platforms you choose. Future clients need to see your business represented the same way across all platforms to establish credibility.
Tip: One budget friendly recommendation for creating or updating your online presence is to find a university student needing experience for their degree. Seek out the students who are studying digital marketing or performance marketing. Another option is to work with a partner such as 19th&CO who understands the industry, and the approach needed for small businesses.
Offer Innovative Design
Sustainability is no longer a buzzword but a driving force in the interior design industry in 2024. As younger generations build or renovate their homes or businesses their demand for sustainable and environmentally friendly design solutions will be at the forefront of any project. Interior design firms that integrate sustainable practices into their processes, source eco-friendly materials, and prioritize energy efficiency will stand out in a competitive market. Invest in innovation to stay ahead of the curve and differentiate your business in a competitive market. And, be sure to update your online presence with keywords that reference sustainability and innovative design practices.
Is Your Interior Design Firm Ready for 2024?
We’ve shared valuable insights on new business development and increasing your project pipeline but is your firm really ready to implement new initiatives and receive new clients and connections? Focus on two areas to ensure your business is in a good place for the new year, and new client expectations.
Define Clear Objectives and Goals
The first step in adapting a new approach to how you run your business is to clearly articulate your firm's short-term and long-term objectives. These should be measurable goals that align with your overall business strategy, allowing for continuous evaluation and adaptation. Setting objectives and goals requires focused attention, ideally with the guidance of someone genuinely invested in your business. It involves more than just compiling a list of desired outcomes; it entails a comprehensive thought process outlining how you will attain these goals and the subsequent steps your team will take. Once solidified, the firm's objectives should be communicated to the entire team, allowing them to review, understand, and collaborate in achieving these objectives alongside you.
Flexibility and Adaptability
Another important factor in being ready for the new year and new business is adopting a growth mindset or focusing on your team’s ability to be flexible and adaptable to changing market dynamics. Whether it's responding to design trends, economic shifts, or unforeseen challenges, businesses and their employees must remain flexible.
What does this look like in the interior design industry? With design trends and technologies constantly evolving, staying updated is essential. Encourage your team to participate in design workshops, attend conferences, and invest in continuous learning opportunities. By fostering a culture of continuous learning and staying abreast of industry advancements, your interior design firm can stay ahead of the competition. If your business is in a position to hire additional designers, recruit individuals with diverse skills and backgrounds to bring fresh perspectives to your design team.
Conclusion
Thriving in the interior design industry in 2024 requires a dynamic and multifaceted business development strategy. By focusing on client relationships, innovation, targeted marketing, and strategic partnerships, interior design firms can position themselves for success in a rapidly evolving market. Adaptability, creativity, and a commitment to excellence will be the driving forces behind sustainable growth in the competitive landscape of the interior design industry.
19th&CO provides consulting for interior design and architecture firms of all sizes. As an extension of your team our cohesive group of seasoned operators can support you with interim positions in business development, recruiting, human resources and team culture, and business operations (including financial projects specific to the industry).
