Episode 40: Talking The Business Of Interior Design

Katherine Tlapa is an interior designer in Raleigh NC, and she is currently working on the innovative idea of 100% online interior design. When she first started her business – her goal was to open it before she turned 24, and she opened it officially a day before her 24th birthday! After being in business for a few months, she realized she didn’t feel fulfilled with doing “decorating” and wanted to dive deeper into it. Combing her love of digital marketing and social media, she decided to launch her blog, My Eclectic Grace.

Embrace the disruption:

Interior decorating is a great example of an industry that was completely disrupted by technology. In the past, designers would have a long in-person meeting with clients and then physically go shopping with them to choose items for their home. Katherine has embraced the new technology available and has taken her business almost completely digital. She designs spaces she’s never seen in person completely online and allows her customers to purchase everything online. Instead of conforming to the traditional way of doing things or fighting the changes that technology brings, Katherine found a unique way to make it work for this generation. By doing this, she not only sets herself apart but it makes her appeal to her ideal clients, people who are younger, more tech-savvy and open to new ways of doing things.

Know who you’re talking to:

Messaging is everything and to get your messaging right, you need to know your audience. Katherine knew that she wanted to appeal to a much younger, more progressive demographic so she adjusted her messaging to get their attention. She positioned herself as someone who would act more as a collaborator than someone who would come in and completely take over the design process. If she was marketing to affluent homeowners in their 60s, her messaging would be completely different. Once you identify exactly who you want to work with, then you can tailor your marketing strategy specifically to them.

Take the time to break down your process:

When you’re spending money on something, it makes sense that you want to understand what you’re getting. Your clients feel the same way when they come to you for your services. Take the time to break down and explain what they are getting and the process you use to deliver your services. This will not only help build that trust between you and your client, but it will help set expectations for the project so there are no misunderstandings.