Dear Dakota: How to Compete with Builders That Offer Interior Design Services

We received a great question from an interior designer. 

“When a potential client is working with a builder or GC, how can I compete for that project if the GC offers design services through their company?”

Many larger home-building companies DO employ an interior designer so they can provide design services directly to their home-building clients. Whether it’s for a new build or a remodel, having access to an in-house designer through the builder CAN be a great convenience for clients. 

But typically, the in-house designer's services extend only to items that are part of the build: flooring, paint, light fixtures, cabinets, hardware, plumbing fixtures, etc. By employing an in-house designer, a builder can ensure timely selections and procurement for the items that need to be installed during the build. However, in some rarer cases, these in-house designers may also offer services to assist homeowners in selecting furniture, window treatments, wall coverings, and decorative accessories—the items added to the home after construction is complete. 

In either case, but particularly the latter one, it may be difficult for an independent interior designer to compete for that client’s business. But, it just may be the case that a home-building or home-remodeling client can get a wider and more complete range of design services if they hire their own interior designer rather than work with the GC’s in-house designer. And, an independent interior designer may be better positioned to provide greater scrutiny, oversight, and personal attention to the client’s project than one aligned with the builder. 

But how can an interior designer communicate those benefits to the client?

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