FEATURED ON THIS EPISODE:

INTERIOR DESIGNER’S GUIDE TO CONSTRUCTION MANAGEMENT

WHAT YOU WILL LEARN IN THIS EPISODE:

HOW TO OVERCOME YOUR FEAR OF REACHING OUT TO INDUSTRY PARTNERS

STRATEGIES TO BUILD PARTNERSHIPS WITHOUT FEELING OVERWHELMED

THE VALUE IN REFERRALS FROM INDUSTRY PARTNERS

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Last week, we talked all about marketing on social media, but honestly, marketing can’t stop there in order to sustain a pipeline of work.

This is why today, we are diving into why referral marketing is so important and how to go best go about it.

The really cool thing about referral marketing is that you need to do less direct marketing to produce the projects that you want. Once you have built those relationships, those industry partners will drive referrals directly to you. This is a topic that can change the way you think about growing your businesses!

The fear and insecurity that comes with reaching out to industry partners

You know how to wow a client with your design work but then when it comes to reaching out about construction there’s massive hesitation.

One of the biggest fears I always had and hear from so many of you is not feeling like you have enough technical information. The key is ‘enough’ because when that sneaky voice creeps in and says ‘enough,’ I push back by saying, “Well, how the hell do you define ‘enough’?” 

When I think ‘I don’t know enough,’ one reason is that we are the only girls on the job site. There are so many levels to ‘overcome’ when you’re trying to sell yourself that it is natural to be insecure about it. Please hear this from me today: You know enough.

You know enough for the level you will be marketing yourself for. There is enough in that. So when your voices tell you, “I don’t know if you know enough,” I want you to immediately say, “I do know enough for the moment that I’m in. And there will be more to learn, and then I’ll know that as well.” 

The fear of not being taken seriously

How many times have I shared that I have been seen as ‘just the decorator’ or ‘we’ll call you when we need the sofa’? Those are real conversations I’ve had with contractors, architects, and even clients. But in reality, we bring so much more to the table, and I know you believe that, too. 

It is easy to feel like we’re on the outside, especially when those conversations turn technical. Suddenly, they’re talking about roof lines and structural reinforcements. You may think you know what they mean but not the context in which they’re using it. And that’s ok. Those aren’t in our wheelhouse anyway. But you can take in the information and learn. You need to put up those guardrails where you hear the information you’re not quite sure of but then filter it – do I need to know this? Am I actually legally allowed to impact this? And if the answer is no and no, then just take in the information and log it for the next time so you don’t feel so insecure when it’s brought up on the next project. 

The greatest part about marketing to industry partners

They need what we bring to the table.

They may not know they need it, but they absolutely need it.  

We have all seen what our expertise brings to the entirety of a project. 

They know how to build, but we know how to bring a client’s vision to life. We know how our clients truly live and interact in the spaces the contractors and architects build. So when we collaborate the project is so much more elevated and more successful because both the technical and creative aspects are handled together seamlessly. 

The fear of rejection and dismissal

The idea of pitching yourself to a realtor, architect, or contractor can be daunting. You don’t know their circumstances or if they already have a designer, or if they will even see the value you can bring.

In my early stages of trying to build those relationships, I absolutely experienced massive rejection and dismissal. But what I did learn over time is that the most successful partnerships are ones where both sides feel like they’re bringing value to the table. I did find those partnerships, and I still work with them all these years later. 

Understanding your fears is the first step to overcoming them

These fears are real, and they are also natural, but if you let them stop you from building these relationships, you will be holding yourself back from some of the most lucrative and reliable opportunities for your business and I don’t want that for any of you.

When you are building these strong relationships with contractors, realtors, and architects, you are not just positioning yourself as the go-to for design. You are building that referral network that can consistently bring you business. 

These recommendations come with built-in trust. These potential clients already trust the realtor who is referring them, and therefore, they trust me. This is a huge advantage because it means I’m not starting from scratch trying to win them over. I’m already walking into the conversation with credibility. 

This also puts you in the position of saying yes, please, or no, thank you. It is an incredibly powerful place to be, because then you get to choose if you want to work for that client or not. Instead of the reactive, “Oh my gosh, I hope they pick me!”

But here’s the thing, and where I see a lot of designers get stuck, I think it’s coming from insecurities about reaching out. So they wait for their industry partners to come to them. They think if they do good work, the referrals will come from that. And yes, they sometimes do. But more often than not, you need to take the first step. You need to market yourself to these partners actively. 

Here’s the mindset shift for this: Stop thinking of these relationships as something where you have to prove your worth. Instead, I want you to think of it as a collaboration, because that is what those relationships are. 

Strategies to build partnerships without feeling overwhelmed

One of the easiest ways to start is by reaching out to realtors, especially those that you’ve crossed paths with. 

Then, you need to start positioning yourself as their problem solver. 

You will be that for architects and contractors as well. When you approach an architect or contractor, lead with how you can make their job easier. 

What I don’t want you to feel is that you need to pretend you’re an expert in construction. You just don’t. You need to bring your own expertise, including design, client management, and aesthetic decisions, to the table. If you are well-versed in construction, then add that as well. 

The best part about industry partners is that the more partners you develop, the less new marketing you need to do. 

Lastly, I don’t want to dismiss a traditional path of referrals, and that is from our clients both present and past. If you’ve delivered a successful project, then you’ve already established trust.  Past clients are an incredible resource for new business, especially if you’re able to stay at the top of their mind. So, just like doing check-ins with industry partners, you need to be doing check-ins with your clients. This could be a simple email asking how they’re enjoying their new space or a note around the holidays thanking them for their business. This keeps you on their radar. 

But I will caution you, from my experience, that the majority of my referrals do not come from my clients. 

I hope that after listening to today’s episode, you will see the true need to build those industry partner relationships. Overcoming our fears is crucial to growing our business. These strong relationships in this industry aren’t just about getting more work; they’re about creating a reliable and steady flow of referrals that can carry your business for years to come.