Interior Design Services Marketing for Makeovers

A Return to Relevance Interior design was another of the many construction-related sectors that suffered a decline, due to the Recession. From 2008 through 2013, the industry registered a 6.1% loss in revenues. According to the American Society of Interior Designers’ (ASID) Quarterly Interior Design Billings Index, billing across the industry began to increase during 2012, reaching an index of 55.9 at the end of 2012. The index for Q1 2013 increased to 61.0, and continued in positive territory for Q2, at 55.2.

Top-Tier Titans The “Top 100 Giants” among design firms generated total fees of $1.89 billion for 2011, $2.6 billion for 2012 and $2.99 billion for 2013, and were projected to generate $3.16 billion for 2014. The total number of projects increased from 34,000 during 2012 to 49,500 during 2013. During 2013, 75% of the Top 100 Giants’ projects were in the US, the other 25% overseas. Of their international projects, 46% of these firms said they expected the most growth in China.

Inside Interior Designers There are more than 95,000 interior design firms in the US, which include single- and multi-location companies, self-employed designers and the interior design departments of architectural firms. Most firms are small, with the majority employing 10 persons or fewer. Women are the owners of more than 67% of interior design firms. A 2013 poll of firms with an annual average revenue of $5 million found that approximately 56% had 10 to 15 projects for the year.

Designs Driven By Fees There are four methods to calculate interior designers’ fees: cost-plus or a percentage of all materials; fixed fee that includes all costs; hourly rate of $50 to $200; and per square foot rate, primarily for commercial projects. During 2013, US homeowners paid an interior decorator or designer fee in the range of $1,850 to $4,217. The average project was $3,816, with $12,000 the maximum cost. Among the “Top 100 Giants” of 2014, Office projects were forecasted to be 35% of all fees from 10 categories, with the Hospitality sector second at 18% and Healthcare third at 13%.

Promoting the Profession Interior design firms rely on referrals to generate most of their leads and revenues, and they come from relationships with architects, builders, realtors, furniture stores and other vendors who provide materials. According a 2013 survey of interior design firms, approximately 30% of those responding allocated 4% of their revenue for marketing. Another 30% allocated 8%. The same survey found that 99% of responding firms said referrals were their primary marketing method; followed by repeat business, 98%; press and editorial coverage, 80%; and social media, 70%.

Advertising Strategies Explain to interior design firms that 2014 and 2015 are the years to build their brands on TV, based on the significant increases in residential and commercial construction and residential remodeling. Help interior design firms develop a joint TV advertising plan and budget with their suppliers and vendors to generate more leads and revenues and at a lower share of the cost for each firm.

Advertising Strategies Architecture firms have extended their services to include interior design, as well as urban design and planning, strategic consulting, and graphic arts services. To provide expanded services, architecture firms are buying interior design and other specialty practices. Make sure to approach these firms and show how them how television can expand their image by letting potential customers know about their interior design services. For those firms that rely heavily on social media to market themselves, explain how the use of television in conjunction with social media, or the “Social TV” phenomenon, will penetrate the local market deeper and more effectively.

Social Media Strategies With home décor the #1 industry followed on Pinterest and Places and Spaces and Home Love the two most popular pinning boards, recommend Pinterest as the primary social media platform for interior designers. Interior design is very visual, which means YouTube videos can be excellent content not only to promote the latest trends, but also to show the steps of an interior design project and share client testimonials. Create and post content on Facebook, Twitter and any social media platform that provides all the information prospective clients need to understand pricing, scheduling, design decisions and the benefits of hiring a designer.

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