Just about every interior designer I work with says the same thing:

They want bigger and better projects.

Why? Because bigger and better projects mean they can take on fewer clients while charging more for each one.

Win-win. The designer isn’t spread so thin, and they can focus on delivering a high-touch, elevated experience for the projects in their pipeline. Plus, larger projects often yield more opportunities for professional photography—and when you have more rooms to showcase, editors are more likely to feature your work in a home tour.

This kind of exposure creates a snowball effect: more traffic, more inquiries, more press, and ultimately, more opportunities.

So, I get it—landing bigger and better projects is the ultimate flex.

But for many designers, it’s just not happening. Instead, they’re stuck attracting bad-fit clients and projects that don’t align with their goals.

So, what gives?

After working with interior designers for over eight years (from those just starting out to those generating multiple millions in revenue annually) and running my own luxury wedding and event planning company, I’ve learned a lot about what attracts luxury clients—and what sends them running the other way.

Before we dive in, keep this in mind:

I’m talking about attracting luxury clients, NOT booking them.

If you can’t seem to get luxury clients to even reach out to you, chances are, one or more of the eleven reasons below are to blame:

There’s marketing, and then there’s sales. 

Marketing is about bringing attention to your business—getting people onto your email, onto your website, or engaging with you on social media. It’s the inquiries and the conversations.

Sales, on the other hand, is what happens next: converting that attention into paying clients. It’s turning those inquiries into signed contracts and deposits … those window shoppers into buyers. 

If you have leads coming in but want to manage them better (and increase your chances of turning those leads into paying clients), streamlining your sales process is key.

For most interior designers (and service providers), the sales process typically looks like this:

Join The DTS Files to see exactly how to use HoneyBook during the sales process.

If 2025 is the year you plan to take your interior design business to the next level, I’d bet marketing is top of mind. I know it always is for me.

Because marketing is a topic we’re asked about almost as much as pricing, I’ve rounded up my best blog posts with specific advice to help interior designers go into 2025 with all their i’s dotted and t’s crossed.

👏

Here’s the thing: business operations is my specialty, but marketing is my passion. It’s where creativity meets strategy, and when you get it right, the results can be game-changing.

Each of the articles below is packed with detailed steps and insights. I’m sharing them in order of how you should implement them so you have your own handy “Marketing Playbook” for the new year.

Join The DTS Files to access these articles.

In 2024, my team and I wrote 49 original blog posts for interior designers (this one makes it 50). That’s a big dip from 2023, when we wrote 90 original posts (based on our own experience!!). What can I say? We love nothing more than sharing insights to help interior designers improve their business operations and client experience.

While we didn’t write as many blog posts this year, we introduced plenty of new ways to help interior designers through our trainings in The Workroom. This year’s highlights included:

• Beyond Retail: Increase Revenue + Profits by Selling Wholesale Furnishings

• Elevate Your Design Presentation live training 

• Mastering Asana for Interior Designers

• Permits to Punchlists: Essential Construction Training, Management, & Pricing Tips for Interior Designers 

And I can’t forget to mention the three cohorts of our signature program, The Designed to Scale® Method. What an honor to help so many designers through my tried & true framework. 

If you haven’t had a chance to dive into those resources linked above, I highly recommend checking them out. In the meantime, don’t miss our 10 most popular blog posts of 2024. These are the posts that resonated most with our community of interior designers—each one thoughtfully crafted, 100% human-written, with no shortcuts or AI assistance here.

And, of course, a huge thank you for being here, reading my blog, The Weekly Install®, The Design Brief™, and my Instagram posts. 

YOU fuel everything we do.

Alright, let’s count down the top 10 posts of the year.

As an interior designer, when a client trusts you - THAT.IS.EVERYTHING!

And we also know that project lines can often get blurred.

Sometimes, this is fine. Designers can easily expand the scope to add in a selection or two. Other times, it’s not. Projects become overwhelming, and there is no end in sight.

I have my own recommendations on how to handle scope creep to ensure it’s a positive experience for both the client and the design business. But, we also wanted to hear from designers on this topic so we asked designers to share their own experiences and philosophies on scope creep. We are so excited to share their responses (with their permission).

Learn how designers handle scope creep, whether hosting a proposal meeting is helpful in reducing scope creep, and the contract terms to include to make sure you’re covered when (not if) this happens. Plus get tips from ten designers on what they do and say to clients when scope is added to a project.

Dear Dakota,

What do you do when your client goes to your supplier and gets access to your trade pricing by pretending to work at your design company? I landed my dream job working on a penthouse with a fantastic client. I used all the Dakota Design Co. templates to set up the process, including contract terms and conditions. The client was great to work with, she always paid on time, and we got to know each other quite well. She's paid me in full for the initial contract but has been waiting on bespoke furniture orders that have been delayed in customs. I've been communicating with her about these pieces and was working with her on some additional work for wall paneling and custom desks. She emailed me yesterday to say she followed up on her two furniture pieces with the two different suppliers because she “didn't want to bother me” and got invoices from both. Now she's asking me why there is a difference between what she paid and what I paid to the supplier!

Needless to say, I am furious with the suppliers for providing this information to my client and for putting me in this awkward position. They are not my standard vendors, but the client requested I use them. To resolve this problem, I spoke with both suppliers who were extremely apologetic, one even sent an email to the client explaining the price discrepancy as an order fee. I've explained to my client that my design fees are set at a competitive rate and I do not offer my trade pricing to clients. As a gesture of goodwill, I offered her credit for the delivery fee on the other piece of furniture which is about to be delivered, but now she wants to cancel this order even though I do not accept refunds on bespoke orders, as stated in the contract that she signed. 

She then returned some of the ordered furniture that she slightly damaged along with some accessories purchased from my showroom. To maintain what was initially a great relationship, I accepted these returns and offered her credit minus admin fees and a reduced rate for the damaged pieces. I applied these credits to the bill for my additional work and communicated with my client kindly and respectfully throughout the whole project process as I would like to keep her happy because I wanted to photograph her home since the final products came out so beautifully. What should I do to prevent this from happening in the future?

Join The DTS Files to get my advice and insights.

Taking extended time off from your interior design business when you’re the CEO and principal designer can feel daunting. You've put your heart and soul into building your reputation, taking care of clients, solving issues, and marketing your services. You've likely been involved in every.single.thing that happens in your business daily, weekly, and monthly.

Most interior designers start their own business for more freedom, flexibility, and control over their schedules. Yet, as businesses grow, it can feel impossible to take time off because so much of what you do isn't documented. The feeling that, “If I take time off, everything will come to a screeching halt” is often true—if you don’t plan properly.

Whether you’re planning for maternity leave, a fully unplugged vacation, or a once-in-a-lifetime trip, with the right preparation, your business can run smoothly while you’re away. It may even thrive with the tips in this article, benefiting your company, your team, and your bottom line for years to come.

So, whether it's you, the CEO, preparing for time off, or one of your team members, follow these steps to ensure a smooth transition and that your business and clients are well cared for while you enjoy your time away.

Join The DTS Files for my advice and insights.

Dear Dakota, 

Do you have tips for managing the not-quite-end of a renovation project? This is when things start to unravel. Clients get anxious and start to micromanage because they're exhausted and overwhelmed. It's not a pleasant experience for anyone involved

Join The DTS Files for my advice and insights.