How to Make Getting Interior Design Referrals A Consistent and Repeatable Process
For most interior designers we talk to, referrals are the number one source of new business.
What could be better? People who know and like your business tell their friends and colleagues (who are likely similar to them) about your interior design business and then your pipeline fills with ideal clients.
According to a Nielsen report, 92% of consumers trust recommendations from friends and family more than all other forms of marketing. And, referral customers are 50% more likely to make a purchase than non-referral customers (McKinsey & Company).
Unlike other marketing strategies, it doesn’t cost anything to ask existing customers for a reference. To be honest, it’s probably the lowest hanging fruit in your entire business.
Someone who just finished an amazing service with you and loves their finished space? They will be BEGGING to tell people about you to show their gratitude.
On the flip side, many interior designers we talk to are afraid to rely on referrals for growing their business. They feel it’s too risky and worry about what happens if the leads dry up or their customers run out of people to refer them to.
Well, I think this is false.
Let’s look at i) how to make sure people refer your interior design business every.step.of.the.way (even if they don’t hire you - whaaaaaat?), ii) how to make your referral process a repeatable, sure-fire way to get new interior design clients, and iii) how to track these numbers so you know what’s working.
We’re going to start with THE most important thing you must do to get referrals on repeat.
Step One | Deliver an Exceptional Client Experience to Your Interior Design Clients
It goes without saying that to get a good referral, your interior design client needs to have an exceptional experience with your company … NOT just a great outcome. This starts with first impressions, from DAY ONE, before they even become a client.
Make every part of your interior design client process SO good, SO professional, SO distinguished that people refer you every step of the way, not just when the project wraps.
A great interior design client experience comes from doing things like:
Responding quickly when initial inquiries come through
Having a streamlined and efficient process for your discovery calls. Show up like an expert here and even if someone doesn’t hire you, they’ll think, “Dang! They were awesome and even though they weren’t a fit for me, that was a great experience and I’ll be sure to tell friends about it who are looking for an interior designer.”
Providing an elevated onboarding process that validates the client's decision to hire you and sets their project up for success
Communicating proactively and thoroughly throughout their project
Surprising and delighting clients by sending gifts, handwritten cards, and personal check-ins
Asking for feedback regularly throughout the process to show you care
Sending a closing guide that wraps the project, provides additional resources, and requests feedback
Preparing a personalized gift for install day
Creating a post-project photo album and sending it once the photos are back
Learn all about delivering an exceptional interior design client process here and here.
Step Two | Create a Repeatable Referral Process to Get More Interior Design Clients
Once you are certain your service is referral-worthy, you should create a repeatable process for getting those great referrals—one that is more effective than posting on Instagram, commenting in Facebook groups, or setting up a ‘shop the look’ account. Yeah, no. Let’s NOT do things that don’t drive results.
Like many other parts of an effective, streamlined business, creating a repeatable referral process will make referrals work for you.
Here are six ways to make your referral process a repeatable part of your interior design business so you can stop saying, “I’m worried the referrals will dry up.” Let your happy clients promote your business so you can reap the benefits of the good reputation you’ve worked so hard to build.
01 | ASK FOR REFERRALS AS PART OF YOUR PROCESS.
This one seems too easy, but most interior designers DO NOT DO THIS.
Once a project is complete and the client is happy, ask them if they know anyone who could benefit from your services. Asking them when they are still relishing in the pleasure of a newly designed room increases the chance they will advocate for you.
02 | MAKE IT EASY FOR CLIENTS TO REFER YOU (AND STANDARDIZE THE PROCESS).
When asking for a referral from past clients, literally GIVE THEM THE EMAIL they should send to their friends/colleagues to share about your company. Make it SO easy for them to share about your company. It could be something as easy as:
Hi Susie,
Thank you again for the opportunity to work with you on your home. Getting to know you and your family over the last year was such a pleasure. We have a favor to ask. As a small business, referrals and repeat business are our bread and butter. Could you share our information with two friends or colleagues who are as awesome as you and who you think would benefit from our services? To make it easy, here’s an email you can personalize and send to them. It should take just a minute or two:
“Hi [friend name],
I just worked with Emerson Interiors to design my [room], and it was such a great experience. I know you have been wanting to do [this design project in your home]. I highly recommend them. Here is their info.”
PRO TIP: When asking for a referral, be specific.
Instead of asking, “Do you know anyone who would be a good fit to work with us?” ask, “Can you share the names of two people who would be a good fit for my services?” or “Can you share my information with two people who would be a good fit?”
03 | ACKNOWLEDGE YOUR REFERRAL SOURCES!!
Always show appreciation to your referral sources. This may mean offering clients who refer new clients exclusive savings on a future project or access to a top-secret back pocket hidden offer at a special rate (like a 1:1 design advisory call that isn’t typically available) or sending them a gift or handwritten card. You’ll likely have something else for industry referrals.
Make this part of your process SO EASY by standardizing the referral gifts for clients and industry partners (realtors, architects, builders, etc.). Choose a few options based on the size of the referral and the number of referrals someone sends your way. The Pumpkin Plan and Giftology are great books for figuring out customer gifting.
Now, there are some legal things to consider if you’re sending money to referrals that you may need to disclose. So, if you are paying a fee to referral sources (for example, you’ll pay a contractor $X,XXX for every referral they send your way that books a service with you), you’ll want to get with your attorney to find out i) whether this is allowable in your state and ii) how you should word it in your contract.
04 | HOST CLIENT APPRECIATION EVENTS OR EXCLUSIVE WORKSHOPS.
Host an appreciation event and ask clients to invite a friend who might be interested in your services. Make the events fun and worthwhile by inviting relevant speakers or teaching on specific topics that appeal to your ideal clients.
05 | STAY FRONT OF MIND WITH POST-PROJECT COMMUNICATION.
Don’t wrap a project and then lose the connection with that client. Keep the communication going to stay front of mind. Send emails/cards on special occasions such as birthdays, kid’s birthdays, anniversaries, and anniversaries of their project install days. Reach out to them when you see something they may like for their home. This increases the chances of them responding to let you know they have been thinking of a project and would like to chat with you about it.
You can also regular newsletters (we love Flodesk for interior designers) to share about service openings and new projects. Always ask them to forward your emails to a friend who may need help with an interior design project. Make it so easy for people to share your information.
06 | SPREAD THE WORD.
When installing a project where there will be lots of activity in the neighborhood, drop hand-written notes in the neighbor's mailboxes to let them know your design company and install crews will be in the area. In your letter, include what they can expect (large delivery trucks unloading, more cars parked on the street than normal, etc.) and encourage them to reach out if they have any questions or issues. This sparks curiosity, generates goodwill, and gets your name in front of potential clients.
07 | AUTOMATE YOUR REFERRAL PROCESS.
Once you’ve developed your referral process, be sure to automate it with a CRM or email tool. Have a series of post-project emails go out at the click of a button at designated times. Build this out ONCE, and let it serve you forever. We love Honeybook for this!
Step Three | Track Your Referral Efforts
And, the missing piece many business owners neglect: you have to track your referral efforts to make sure they are working so you know what to double down on.
So, how do you track referral sources? Well, first, you need to know where people are coming from. This should happen on the contact form on your website or during your discovery call. Be sure your contact form includes a “How did you hear about us?” question with a drop-down of options that lists anywhere you market your business + Previous Client and Industry Referral. Then, during your initial emails or discovery call, if they have checked “previous client” or “industry referral,” you can ask them who that was so you can personally thank them.
Then, once you identify where your leads are coming from or who most of your leads are coming from, double down on those efforts or that referral source to make the referrals more consistent. Follow the tips in step two above to ensure that referral source continues to drive new business.
Referral business is the most powerful and cost-effective way to grow your business. Focus on providing an exceptional experience, be consistent in your referral marketing process, and track your progress to determine what to double down on. You’ll be amazed at how quickly your interior design business can grow by implementing a consistent and repeatable referral process.
Additional Resources:
Take the Quiz - find out what to focus on first in your design business
The Complete Guide to Requesting Testimonials & Feedback from Your Interior Design Clients
Designed to Scale® Method - our signature program to help you streamline and elevate your entire interior design process
