9 Ways to Attract High-Caliber Interior Design Projects

Attracting high-caliber interior design clients isn’t about doing one thing right… it’s about doing everything right. It’s all the little details that add up to looking, feeling, and operating like the sort of firm an affluent client is looking to hire.

That might sound like a lot of pressure, but let me put it this way: It’s really no different from the way you design your projects.

You select every detail intentionally, knowing that each contributes to a beautiful finished product, one that is so much more than the sum of its parts. Building a business that represents your aspirations and attracts your best clients is the same.

The advice I have for you today has been gathered over our 7+ years in the industry, working with both rising and well-established design studios. We’ve seen and contributed to several key signs of success. But first…

How would you define a “High-Caliber Design Client?”

I can share what most designers tell us they’re looking for, but the answer should still be personal to you and what you want. Just because most of our clients want fewer, bigger projects per year, doesn’t mean you have to go that route if you prefer lots of smaller projects instead. It’s your business.

Most of our clients tell us they’re looking for:

• Clients with large-scale or full-home projects
• Clients who value design and their home as an investment
• Clients with a generous amount to invest in their projects
• Clients who respect them as fellow professionals
• Clients who trust their expertise and guidance
• Clients who want their creative leadership
• Clients who are decisive and united

Most of our clients tell us they are not looking for:

• Clients with small projects and budgets
• Clients who micromanage the project every step of the way
• Clients who are couples that are not on the same page
• Clients who seek outside opinions (like their aunt’s or neighbor’s)
• Clients who shop for items themselves or look for “cheaper” options

As you can see, these groups include very different people. If your ideal client is aligned with the first group, there are many things you can do to help attract them, and better yet, repel the second group so no one’s time is wasted.

If your ideal client is in the second group, that’s a perfectly fine choice, but please note that this article will be less useful for you.

Below, I’m sharing 9 ways you can align your design business with attracting this type of affluent client. Please know that none of these things is meant to work miracles on its own. Doing ALL of them is what adds up to a high-end brand that this higher-caliber client appreciates and loves to hire.

01 / Update your website copy and messaging.

I’ve learned many lessons over my 10+ years in marketing, but at the top of the list is this one: your overall brand — the look, feel, and messaging — is like a mirror. You get back what you put out.

If your messaging talks about single-room projects and clients who are stressed about making decisions, guess who’s going to knock at your door? Stressed clients with small budgets. Maybe that’s your thing, but I’m guessing probably not.

Instead, your website copy MUST reflect the wants, needs, values, and lifestyle of a high-caliber design client. This is easier said than done, which is why hiring a professional is such an advantage. We know how to speak to an affluent client already and how to infuse the copy with your values and personality.

I’ll write a future blog post on our methodology in case you’re determined to write your copy yourself, but until then, you’re welcome to tour our portfolio to see what I mean.

02 / Update your website design and brand identity.

A great website is one of the hallmarks of a high-end brand and a non-negotiable if you’re trying to reach the next level. If your website does not feel polished, current, and reflective of the type of work you do, or they type of work you want to do, there is a disconnect between what you’re saying (that YOU are polished and professional) and what potential clients are seeing (that you’re not).

If you’re not sure where your current website stands, browse the websites of some other designers you admire (not necessarily famous ones; they’re playing a different game) and see how you measure up. Although we do not offer website design at O&B, we are happy to share referrals to experts we trust.

A few of our favorites include Fancy Girl Design Studio, Katie O’Brien, and White Ink Creative.

03 / Realign your marketing.

If you actively market — via blogging, newsletters, social media, lead magnets, etc. — you will need to align the look and messaging with this new, updated direction. Every touchpoint a potential client has with your business either reinforces their trust and perception of you… or shakes it.

If they are seeing this suave, sexy design firm on your website… and then getting a lead magnet in a Word Doc… and then newsletters that feel half-hearted… it devalues your brand as a whole and lowers their perception of you. A high-caliber client wants to feel full, 100% trust in the people they are hiring. And that means consistency.

Note: Our template shop is launching in 2025! Perfect for getting Lead Magnets and Welcome Sequences already tailored to attracting high-end clientele.

04 / Invest in professional photography.

Professional photography is an absolute must. Your work could be drop-dead stunning, but poor-quality photos and dim or yellow lighting will cheapen your work FAST. Yes, hiring a great photographer is an investment, but you will find it very difficult to attract affluent clients without it.

It’s also worth asking your photographer if they can do editing work, like adding trees outside windows, fire to the fireplace, or replacing TVs with something more aesthetically pleasing over a mantel. Here’s our brand photoshoot shot list with some recommendations.

05 / Curate what you share in your portfolio.

Restraint is one of the hallmarks of a great designer. This is true for design projects and for the way you present them. Overfilling your portfolio with the last 20+ design projects you’ve completed can look messy and unintentional. We recommend curating your portfolio down to your best 8-12 projects, max. (If you offer both residential and commercial design, split the portfolio into two and then the 8-12 rule applies for each.)

Additionally, if you know that you want more full-home projects, set up your portfolio to highlight complete homes. Having projects listed as rooms is naturally more likely to appeal to clients looking for single-room design. (Again, marketing is a mirror. Put out what you want to get back.)

06 / Deliver a luxury client experience.

Part of what high-caliber design clients are paying for is the experience with you, not just the final outcome. They are usually experts in their fields who want to hire fellow experts in theirs. They want complete project admin. They want you to find and liaise with other team members. They want to feel like they are getting an attentive, buttoned-up service.

This comes from delivering a cohesive, on-brand, intentional experience — the Design Services Suite you send them after a discovery call, your Proposal and Onboarding Packet, even the emails you send during the process. Nothing should feel out of place or like an accident or afterthought.

Note: Our boutique template shop will soon include all of the above materials. You can implement them in 1-2 days, saving you weeks of legwork and overthinking — or the investment of custom i. They’ll quickly zoom you ahead to the high-end look and feel you need.

07 / Go where your ideal clients are, press included.

The general consensus we get from our clients is that word of mouth and in-person networking are the most powerful ways to get new design projects. Now, you might be thinking, “But wait, if that’s the case, why did you share so much about copy, branding, and marketing?” And you have a point. But here’s the reality of the situation:

All roads lead to your website.

No matter where someone finds you or hears about you, they will eventually land on your site. And if you’re positioning yourself as a high-end designer, there are certain things (copy, branding, and marketing) that they expect to see. That’s why your digital residence is so important.

PLUS, we’ve often found that it’s easier to put yourself out there and network in person when the visual impression of your business is there to back you up. You’ll feel like you’re actually walking the walk, so to speak.

So, back to the original question… where should you go to find affluent clients in person? First, get in the right rooms and circles. This could be business groups, country clubs, gallery openings, etc. You know your clients best. Go where they hang out.

Then, think about the merits of press. Many designers pour a ton of money into PR and getting published. While this does lead to more projects for some, many have told us that press feels more like status in the eyes of other designers, and that they don’t actually get new projects from it. Only you can decide if it’s worth it, but I have an alternative for you to consider as well:

Local publications. Many affluent communities have a monthly neighborhood magazine that allows advertisements. Promote your business there instead. This is a great way to know that you are getting in front of people who may actually become clients.

08 / Consider raising your prices.

If you’re unsure where your prices stand in comparison to the market rate, I recommend speaking with some non-local designer peers or working with a business coach. Pricing is very personal. Charging too little could be perceived as a lack of experience, even if it’s not. High-caliber clients expect to pay for the best.

09 / Consider hiring a business coach.

Lastly, I have seen with my own two eyes: 1) how our designer clients have flourished with the help of a business coach, and 2) how I have personally evolved with the help of a coach. Even if it feels like a hard investment, maybe even especially if it feels like a hard investment, working with a coach can help you jump over the hard parts in business and fastrack you to success.

We have heard amazing things about Melissa Galt, The Pearl Collective, and Desi Creswell.

Again, this is a lot, but Rome wasn’t built in a day. Pick a few that feel manageable. Reach out to any people you might want support from. Set deadlines on your calendar. Slowly chip away. By this time next year, your business could look and feel like it’s on a whole different level.

Cheers,
Jaquilyn