Marketing is one of the hardest parts of running an interior design business. It’s personal. You’re not just promoting a service. You’re putting your taste, your creative judgment, your decisions, your reputation out into the world. For many designers, especially early in their careers, this feels vulnerable.

Putting yourself out there requires confidence. No matter how experienced you are, you’ll always have these moments of doubt. When you feel like an imposter, or that you’re just not enough.

But here’s something I learned only after years of working in this industry:

Your marketing is about the people you’re here to help, not about you.

Clients want guidance, clarity, direction. They want someone who knows where the project is going – regardless of if they already have a clear vision, or depend on your expertise to guide them. They’re looking for comfort and confidence, and your marketing is the first place they’ll look for those things.

If you take nothing else from this entire page, take this:

You’re selling the home you’ll create for them, not just fancy rooms.

And marketing is simply how you show that you can make this need come true before you’ve ever met.

Let’s dive into the heart of it….all the ways you can market your business with integrity, position your brand with confidence, attract better fit clients, and do it all without sacrificing your sanity or your values.

Why Your Marketing Must Be Well Thought Out, Targeted, and Intentional

Designers often say, “I’m not good at marketing.” But usually, what they mean is:
“I’ve been guessing.”

Posting randomly. Writing a website bio that tries to impress everyone. Taking on projects that weren’t quite aligned with their skills or values. Talking about their work the way they think designers should talk about their work – flowery descriptions, vague words, no real clarity.

But here’s the thing:

Guessing is exhausting. 

A clear strategy gives you something solid to stand on.

Because when you understand why you’re taking each step, your confidence grows and the noise from imposter syndrome gets a whole lot quieter.

When you’re targeted and intentional:

• You attract clients who are ready, not just curious.
  
• You reduce inquiry calls that waste your time.
  
• You build systems that bring in leads even when you’re not “marketing.”
  
• You position yourself as an expert who brings specific value, not “just another designer.”
  
• You stop competing with everyone and start standing out effortlessly.
  

Clients are confused by unclear messages.

You’d be surprised how many people are willing to pay good money for their projects, but no one showed them why it’s worth it. Everyone talks about ‘bringing value’ – but what does that actually mean? If you can’t be specific about it, no wonder your clients grow distrustful.

Your marketing needs to help clients understand why your process works, why it matters, and why it’s worth the investment. When you stop trying to talk to everyone, you start speaking powerfully to the few who truly value your work.

That’s the foundation of everything else we’ll talk about today.

How Construction Project Management Can Make Your Marketing More Effective

Have you ever heard about the concept of painkillers and supplements in marketing?

This is an analogy used to picture how selling products people actually need rather than something that might be nice to have but not critical, is instrumental in running a successful business with steady income.

One of the main reasons I recommend interior designers adding construction project management to their portfolio of services is that it classifies as one that solves a real pain point.

Decorating, on the other hand, feels like an add on; sure, it’s great to have your room designed and decorated, so it looks lovely, and you can sit there enjoying your book in a cosy nook.

The reality is, though, that as much as it feels lovely, it is also something you can do without. Your clients don’t prioritize decorating their rooms when times are tough. When times are rough, people pay for what is needed, not for what would be nice to have.

Construction projects, on the other hand, lead to a specific outcome. Construction and renovation are investments and, as such, your client can easily measure the return on this investment. Consequently, you don’t even need to prove you provide value, the numbers will speak for themselves.

How to Talk About What You Do with Confidence and Clarity

Here’s something you might not want to hear:

Most designers are terrible at explaining what they do.

You might use words like elegant, curated, timeless – but those adjectives don’t help anyone understand your actual process or the value you bring. Moreover, these words are vague and subjective; something one person deems beautiful will be unacceptable to the other.

When you talk about what you do, speak from the experience of someone who’s guided this process dozens of times. You don’t need the perfect client or perfect clarity before you can explain your work.

Forget about vague descriptions you might have heard from other professionals. Think about what is needed for this specific project. How is it needed here? How do we get to the desired outcome?

Your messaging should:

• Describe the transformation, not just the tasks.
  
• Show your leadership, not your uncertainty.
  
• Demonstrate your process, not hide behind jargon.
  
• Reflect your personality – how you specifically will deliver the project.
  
• Make the client feel safe, not lost.
  

Think about the project from your client’s point of view. They aren’t professionals, so they don’t know the jargon. Consequently, not only using it won’t help them understand what you’re doing; it will also further confuse them and make them feel that trusting you was a mistake.

How to Set Yourself Apart from Other Designers

You don’t stand out by shouting louder – you stand out by being specific. Focus on what you’re saying, not just how you’re saying it.

Your positioning becomes your signature. Construction is serious work: safety, accuracy, and long term consequences. You can tweak things along the way, but you can’t knock down a house and start fresh just because someone changed their mind. Clarity is everything.

But how do you get into this level of confidence? How can you stand out from other interior designers?

I know it sounds cliché, but you really do need to focus on your own story. In one of the podcast episodes, I talk with Catherine Marrano, who joined my course. Catherine shares her journey of creating her own niche and how she arrived there. In her case, these were specific experiences, such as travelling abroad and taking courses.

Everyone has their own story, but this conversation will give you an idea on how you can find what will work for you.

Ways to Showcase Your Skills (Without Feeling Self Promotional)

Most designers are good at creating beautiful spaces but not as good at documenting them.

Show your process, not just the finished product. Think about watching a romantic comedy – you know how it ends, but you watch for the journey. Same thing with your projects. You want to arrive at the destination with them.

That’s why you want to show how the project was created, step by step, not just showcase the outcome.

And given how serious a construction project is, and what an important decision they are making, your clients will feel more confident knowing what it really looked like in full.

High value clients want to see:

• Your thinking
  
• Your decision making
  
• Your project management style
  
• Your problem solving skills

Showing them the whole process gives them the “why” behind your choices.

Local & Offline Marketing

Never underestimate the power of community based marketing. Many designers build long lasting careers through strong local relationships.

Networking with Intent

Attend:

• Industry mixers
  
• Home tours
  
• Showroom events
  
• Local design associations
  

Not as someone desperate for work, but as a peer. Be curious and open minded. This will help you remember to be confident and calm, because you aren’t there to compete, but to collaborate.

Collaborations

Partner with:

• Real estate agents
  
• Contractors
  
• Cabinet makers
  
• Architects
  

You never know who can become your referral source.

Community Presence

Offer to speak at:

• Community events
  
• Local workshops
  
• Design schools
  

Visibility builds trust faster locally than online advertising ever will. At one time, I spoke at my daughter’s school about my career path. I was happy to perhaps inspire some aspiring interior design wannabes, and it also brought me valuable insights. And even if it doesn’t bring an immediate win, like a new client commissioning you a project, some opportunities come long after they are planted. Life likes surprising us, so be curious and open minded.

Relationship Marketing: The Tool Most Designers Underuse

Relationship marketing means:

You build your business through trust, presence, and connection – not pressure.

It’s the opposite of transactional marketing.
Slow. Intentional. And deeply professional.

Clients feel it.

Your network feels it.

Your team feels it.

Relationship marketing looks like:

• Sending quick check-ins to current and past clients.
  
• Referring contractors you trust.
  
• Offering helpful guidance before you’re officially hired.
  
• Saying thank you often.
  
• Showing up consistently and predictably.
  

Design and construction are intimate work.

People let you into their homes, their routines, their frustrations.

Marketing built on genuine relationships will always outperform marketing built on slick tactics.

The Value of a Referral Network

A strong referral network is a career long asset. It works even when your social media goes quiet, even when you’re booked, even when you’re on vacation.

The best referral partners often are:

• Contractors
  
• Realtors
  
• Architects
  

These professionals interact with homeowners at critical moments – purchase and renovation. When they know you, trust you, and understand your process, they will share your name naturally.

But here’s the key:

A referral network is not a list. It’s a relationship.

Respect their time.
Refer the business back.
Communicate clearly.
Celebrate mutual successes.
Protect the integrity of the partnership.

This is community building.

How to Reach Out to Past Clients (Without Feeling Awkward)

Your past clients are your most valuable marketing source.

They already know your value.
They’ve lived with the results.
They trust your process.
They will refer you again and again – if you stay top of mind.

If you’re second guessing this, I get it, you don’t want to feel pushy and salesy. But you can’t run a business without taking risks. If you wait too long, your pipeline might just dry up. Especially if something unexpected happens.

So, just send the email, or reach out to your trades and contractors. What’s the worst outcome? Someone will just say ‘no’. Is it really that tragic? In life, we get rejected so many times, but it’s up to us if we let it defeat us. And if you don’t try, you’ll never know.

How to Demonstrate Your Value Through Client Testimonials

The best testimonials tell a story instead of offering generic flattery.

To help clients give you meaningful testimonials, ask questions like:

• “What were you hoping to change when you first reached out?”
  
• “What were you nervous about?”
  
• “What part of the process surprised you in a good way?”
  
• “How has the finished space changed your day-to-day life?”
  

These questions will get you the good stuff.

Use testimonials:

• On your website service pages
  
• On your homepage
  
• In your social captions
  
• In printed lookbooks
  
• In case studies
  

Sprinkle them everywhere. Small, specific quotes are incredibly persuasive. Remember, it’s not about generic praise. The best testimonials tell a story of how your client moved from having a problem to having it solved with your help.

Year End Marketing: Setting Yourself Up for a Strong New Year

The end of the year is a strategic moment for interior designers. Clients reflect. They plan. They imagine possibilities. And they often feel the urgency to “start fresh” in January.

Use this time to fill up your pipeline with new projects. Reach out to your industry partners. Send holiday notes. Stay present.

Final Thoughts: Market Like a Leader, Not Like Everyone Else

Marketing isn’t about being flashy.
Or loud.
Or overly polished.

It’s about clarity.
Consistency.
Leadership.
Integrity.

Your goal is to show the right clients that you’re the guide they’ve been looking for. You don’t need to convince everyone.

If you speak clearly, position yourself intentionally, nurture your relationships, and show your process confidently, your marketing will begin to feel like an extension of your design philosophy rather than a separate task.

You’ve chosen a beautiful profession.
Build a business that supports it.
Then, build a brand that honors your values.
And build a marketing system that lets your work shine.

And remember:
If you ever feel unsure, overwhelmed, or stuck…That’s okay. I’ve been there too. And you’ll navigate it, just like you’ve navigated every other part of your journey.

You’ve got this. You’re building something meaningful.

Now let’s go help your future clients feel that, too.